SEO and Inbound Marketing
MozCon 2013 in Review
What is Moz?
• Founded in 2004 in Seattle as an SEO Consulting firm
• In 2010 Moz launches web app and becomes a software
...
Moz Analytics
OpenSiteExplorer and
FreshWebExplorer
Followerwonk
What is SEO?
SEO is the practice of improving and promoting a web
site in order to increase the number of visitors the sit...
What is Inbound Marketing?
Inbound marketing is advertising a company
through blogs, podcasts, video, eBooks,
enewsletters...
Goal of Inbound Marketing
• Attract traffic
• Convert visitors to leads
• Convert leads to sales
• Turn customers into rep...
Our Content Sells Itself
Without any marketing campaign, our eBooks on the iBook
store have sold 283 units for $3,962 net ...
How Do We Attract Traffic?
Different channels
• Organic Search Traffic
• Inbound Links
• Social Media campaigns
• Email ca...
What Factors Help Search Rankings?
Moz Study: Correlations
Correlations
On Page
Correlations
Page Level Links
Domain
Level
Links
Correlations
Social Signals
Correlations
Speed
Correlations
According to Moz’s 2013 study…
Links
Old school link building methods
• Press Releases
• Guest blogging
• Commenting on blogs
• Social bookmarking sites (Delic...
Guess what…
These don’t work anymore*!!!!
Google Devalues Everything We Have
Control Over
• Anything
webmasters, developers, marketers, etc –
have control over when...
Social Media
I bet you think I’m going to talk about…
• Twitter…
• Facebook…
• Pinterest…
OK…
So…is Social Media worth our time?
Duh. Of course it is.
Social is important
Social Media should be used to solidify
ourselves as Thought Leaders and
reach out to Influencers
Efficiency
The Goal….
The goal is to become Thought Leaders in our
Industry.
Create and share valuable content.
Create buzz and drive...
Now we’re briefly going to talk about
Mobile
“If your company has a non-stinky mobile
website and mobile app then congratulations!
You have successfully solved the pro...
Conversions – A/B Testing
Marketing team for Obama 2012
How did it perform?
• +19% Conversions
• ~ $43.5 Million
Experimentation Best Practices
1. Start Simple
2. Always Have a Test Running
3. Don’t Be Afraid to Fail
OK wrap it up…
I’m almost done…relax.
TAGFEE
Transparent
Authentic
Generous
Fun
Empathetic
Exceptional
Rand Fishkin, CEO of Moz’s words.
The Excuse: Our data isn’t that interesting.
The Reality: You aren’t that creative.
The ...
Rand Fishkin, CEO of Moz’s words.
The Excuse: We don’t know if this will produce
results.
The Reality: You won’t know unti...
Rand Fishkin, CEO of Moz’s words.
The Excuse: This doesn’t fit with our brand.
The Reality: Would you say that if it worke...
Rand Fishkin, CEO of Moz’s words.
The Excuse: It’s too complex/expensive/off-
roadmap.
The Reality: The harder it is, the ...
Questions?
Seo and inbound marketing
Seo and inbound marketing
Seo and inbound marketing
Seo and inbound marketing
Seo and inbound marketing
Seo and inbound marketing
Seo and inbound marketing
Seo and inbound marketing
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Seo and inbound marketing

  1. 1. SEO and Inbound Marketing MozCon 2013 in Review
  2. 2. What is Moz? • Founded in 2004 in Seattle as an SEO Consulting firm • In 2010 Moz launches web app and becomes a software company; no longer takes on consulting clients • From 2009-2012 saw ~700% increase in revenue. • Rated #50 on Inc 500 list of Top 100 Software Companies So what does Moz do?
  3. 3. Moz Analytics
  4. 4. OpenSiteExplorer and FreshWebExplorer
  5. 5. Followerwonk
  6. 6. What is SEO? SEO is the practice of improving and promoting a web site in order to increase the number of visitors the site receives from search engines. There are many aspects to SEO, from the words on your page to the way other sites link to you on the web. Sometimes SEO is simply a matter of making sure your site is structured in a way that search engines understand. Search Engine Optimization isn't just about "engines." It's about making your site better for people too.
  7. 7. What is Inbound Marketing? Inbound marketing is advertising a company through blogs, podcasts, video, eBooks, enewsletters, whitepapers, SEO, social media marketing, and other forms of content marketing. Inbound marketing earns the attention of customers,makes the company easy to be found and draws customers to the websiteby producing interesting content.
  8. 8. Goal of Inbound Marketing • Attract traffic • Convert visitors to leads • Convert leads to sales • Turn customers into repeat higher margin customers • Analyze for continuous improvement
  9. 9. Our Content Sells Itself Without any marketing campaign, our eBooks on the iBook store have sold 283 units for $3,962 net revenue, since re- launching on iTunes August 1st.
  10. 10. How Do We Attract Traffic? Different channels • Organic Search Traffic • Inbound Links • Social Media campaigns • Email campaigns • Paid search / traffic • Other ways?
  11. 11. What Factors Help Search Rankings?
  12. 12. Moz Study: Correlations
  13. 13. Correlations On Page
  14. 14. Correlations Page Level Links Domain Level Links
  15. 15. Correlations Social Signals
  16. 16. Correlations Speed
  17. 17. Correlations According to Moz’s 2013 study…
  18. 18. Links
  19. 19. Old school link building methods • Press Releases • Guest blogging • Commenting on blogs • Social bookmarking sites (Delicious, etc) • Link networks and exchanges • Paid links
  20. 20. Guess what… These don’t work anymore*!!!!
  21. 21. Google Devalues Everything We Have Control Over • Anything webmasters, developers, marketers, etc – have control over when it comes to link building is quickly being devalued by Google in an attempt to make truly “organic” search results. • Don’t build links – build relationships, create worthy content
  22. 22. Social Media I bet you think I’m going to talk about… • Twitter… • Facebook… • Pinterest…
  23. 23. OK…
  24. 24. So…is Social Media worth our time? Duh. Of course it is.
  25. 25. Social is important
  26. 26. Social Media should be used to solidify ourselves as Thought Leaders and reach out to Influencers
  27. 27. Efficiency
  28. 28. The Goal…. The goal is to become Thought Leaders in our Industry. Create and share valuable content. Create buzz and drive interest to our content. Become a recognizable brand.
  29. 29. Now we’re briefly going to talk about Mobile
  30. 30. “If your company has a non-stinky mobile website and mobile app then congratulations! You have successfully solved the problem of 2009.” – Avinash Kaushik
  31. 31. Conversions – A/B Testing Marketing team for Obama 2012
  32. 32. How did it perform? • +19% Conversions • ~ $43.5 Million
  33. 33. Experimentation Best Practices 1. Start Simple 2. Always Have a Test Running 3. Don’t Be Afraid to Fail
  34. 34. OK wrap it up… I’m almost done…relax.
  35. 35. TAGFEE Transparent Authentic Generous Fun Empathetic Exceptional
  36. 36. Rand Fishkin, CEO of Moz’s words. The Excuse: Our data isn’t that interesting. The Reality: You aren’t that creative. The Excuse: We could never share that information. The Reality: Your fear is stronger than your desire to be better.
  37. 37. Rand Fishkin, CEO of Moz’s words. The Excuse: We don’t know if this will produce results. The Reality: You won’t know until you try.
  38. 38. Rand Fishkin, CEO of Moz’s words. The Excuse: This doesn’t fit with our brand. The Reality: Would you say that if it worked?
  39. 39. Rand Fishkin, CEO of Moz’s words. The Excuse: It’s too complex/expensive/off- roadmap. The Reality: The harder it is, the more impossible it will be for your competition to catch up. The Excuse: We can’t justify doing something our competitors aren’t. The Reality: Mimicking the competition ensures you will always trail them.
  40. 40. Questions?

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