Rand Fishkin goes by the ludicrous title, Wizard of Moz. He's founder and former CEO of SEO software startup Moz, host of Whiteboard Friday, co-author of a pair of books on SEO, co-founder of Inbound.org, and serves on the board of the presentation software firm, Haiku Deck. Rand's currently writing a book for Penguin/Random House on the ups and downs of startup culture, due out in 2018. In his minuscule spare time, he loves to travel with his wife, author Geraldine DeRuiter, and read about their adventures in her books and blog. Geraldine and Rand are also small investors in Backstage Capital and Techstars Seattle.
The State of SEO & How to Survive Google's Trojan Horsing of the Web
Google is falling into a familiar pattern. First, they offer web publishers in a sector (flights, recipes, local, video, e-commerce) increased visibility and SERP display options. Next, they incentivise participation in specific formats and data structures. And, finally, they take that data for themselves, changing the SERPs to favor advertising, their own properties, and/or instant answers that can reduce publisher traffic. For web marketers, it's a prisoner's dilemma — do we give Google what they want now so a competitor doesn't cave first, or do we hold back and miss out on traffic potential for fear of losing out long term? In this presentation, Rand will show data on how Google is being used today, and how it's changing, then dive into strategic initiatives and specific examples of how savvy players can build a moat to protect against long-term risk. Included will be tactical wins every site can take advantage of to drive more traffic and improve their content and web marketing strategies. A collaborative process for marketing teams, designed to create high-performance digital experiences that solve real, observed customer pains.