The currency of the SEO industry is, and has always been, “dollars for hours” — in other words, the traditional consulting model that is in use at accounting and law firms around the globe. Just think of what would be possible if it were to change to something more tied to the value being delivered! SEOs aspire to “knock it out of the park” for their clients. But they can’t always do so because fixed-rate contracts constrain them, limiting the resources they can feasibly (profitably) apply to any one campaign or client. For clients, it’s common for their SEO budgets to be nowhere near that of their AdWords budgets. And how could you blame them? Compared to PPC, it’s so much harder to isolate the impact of previous SEO activities, or to prove in advance the business case for an upcoming SEO initiative. However, this becomes a self-fulfilling prophesy; it’s amazing how difficult it is to “move the needle” when you have … [Read more...] about Can The SEO Industry Switch To A Pay-for-Performance Pricing Model?
Fixed odds predictions today
Below is what happened in search today, as reported on Search Engine Land and from other places across the web. Can Blogging Be Your Secret Weapon For Local SEO? I get called frequently by local companies wanting a quick fix for local rankings. In many cases, they discover that local SEO doesn’t equate with a cheap shortcut to high rankings. Increasingly, local SEO is about ongoing, consistent online promotion activities. That’s where blogging comes in. Good blogging doesn’t have to be a back-breaking enterprise. […] Paid, Earned & Owned Tactics from the Experts; SMX Social Media Marketing Conference Rates Increase End of Week Sometimes “winning” is just a matter of improving the odds. And stacking the deck in your favor with successful social media marketing tactics and strategies is a smart bet. Improve your odds. Attend SMX Social Media Marketing, December 5-6 in Las Vegas. Here’s what you get: More than 45 of the world’s most … [Read more...] about The Day In Search, November 5, 2012
SEO is an ever-evolving art, as search engines are constantly changing things up in an effort to improve the searcher experience. In our first installment of this series, industry thought leaders discussed where SEO is headed next year, in 2015. Today, they share their predictions for 2020. How Will We Practice SEO In 2020, And How Will It Differ From The Way We Do It Today? Believe it or not, search engines will still need our help. It’s easy to envision a world in which a nearly omnipotent set of computers can understand the world the way we see it, but it will turn out that the required processing power to accomplish all that is far greater than we imagine. However, due to strides in understanding what type of website and app experiences are good for (and being embraced by) users, some basic elements of search will remain the same. In some manner, we will pose a query, and we will get a response, and that response will need to include answers based on a statistical … [Read more...] about Expert Insights On The Future Of SEO, Part 2
I was excited to see the results of Moz’s 2014 Local Search Ranking Factors survey published last week. The timing of this year’s survey was particularly useful given Google’s Pigeon update in July (2014), which resulted in major ranking changes for both local pack and localized organic results. As ever, it’s nice to see the observations and comments of so many leading local experts distilled into an easily digestible form. I’m not going to dig too deeply into the 2014 results here, as a ton of good analysis and commentary is already out there. For those who are interested, the following posts are must-reads in addition to the survey results themselves: Here, I’m going to look at the changing composition of the Local Search Ranking Factors study since it was first conducted in 2008. Can We Predict The Future By Looking At The Past? Historians, politicians, scientists, economists, gamblers, and meteorologists all use events in the past to predict the … [Read more...] about Using The Past To Predict The Future For Local Search
As Google turns 10 years old, that important birthday sees the company more powerful than ever before. With its competitors in disarray, the Big G seems likely to grow even further. The secret to its success? For me, it’s what I’ve been calling the “Google Hive Mind. ” Rather than follow a rigid top-down master plan, the company’s direction and success has been shaped by decisions often taken independently of how they’ll benefit the company as a whole. But collectively, those decisions DO form a master plan, a hive mind that dictates what the company will do. The hive mind has been hugely successful in growing Google’s business through a symbiotic relationship with its customers. But that’s also a weakness: Google may seem too threatening to those same customers, as it grows. As it expands and expands, some of those outside the hive begin wondering if it needs to be constrained. Part of this is due to the fact that individually, I think … [Read more...] about The Google Hive Mind