Pubcon Founder Brett Tabke on the Future of Google Search & the Decline of the Web

Internet marketing legend and conference organizer extraordinaire Brett Tabke took time from his busy schedule recently to discuss a number of issues with me, from the impact of Google search updates and upcoming trends in online marketing to the future of his popular Pubcon conference series. Read on for his fascinating insights into Google’s changing business model, the secret of content marketing and more. Thanks for talking with me, Brett!

Referral Data Losses a Game Changer

LK: Back in November, you and Joe Laratro spoke at SLC/SEM about the Year in Search Marketing. What do you think were the biggest game changers in search in 2013? 

BT: The Snowden revelations gave search engines cover to implement SSL connections on all searches. That has led to the loss of referral data. Not having any data to work with has been the biggest hit SEO has taken since the Florida update 10 years ago last month.

We had a long discussion about this in 2002 on WebmasterWorld. 

I thought the consequences of lost referral data would be more dire at that time. The difference between then and now is that we have slowly been forced to rely less and less on ranking metrics.
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