Choose Short Men
(and tall women)
Let’s talk about dating…

http://blog.okcupid.com/index.php/your-looks-and-online-dating/
Here’s the problem
Height Is Holding You Back…

As men’s height falls, messages drop (the opposite is true for women):
http://blog.okcupid.co...
Height Is Holding You Back…

Not only is height a poor, arbitrary limitation, most lie about it:
http://blog.okcupid.com/i...
Remove the Irrational Bias

And You Can Get Every Other
Criteria You Want, Fulfilled
Let’s Apply This Principle to
the Marketing World
8 Irrational Biases
(and how your inbound marketing can benefit by rejecting them)
Bias #1: Ranking Position is All That Matters

http://www.seomoz.org/blog/mission-imposserpble-establishing-clickthrough-r...
CTR is Influenced By More than Position
CTR is Influenced By More than Position

Star Ratings, Reviews & Price

Author Photo

Date of Publication

Video Snippet
Start w/ Great Titles, Meta Descriptions & URLs

Terrible

Excellent

Snippet Testing Tool: http://www.google.com/webmaste...
Profile Pics = CTR Boost

Rel=Author Guide from AJ Kohn: http://www.blindfiveyearold.com/how-to-implement-rel-author
Video XML Sitemaps = CTR Boost

Video SEO Guide from Wistia: http://wistia.com/doc/video-seo
Rich Snippets: High Value in the Right Niches

Visual Rich Snippet Guide: http://www.seomoz.org/blog/a-visual-guide-to-ric...
Bias #2: SEO is About Ranking for the “Money” Keywords
The Chunky Middle & Long Tail Are Amazing
Google Wants the Head for Themselves
Google Wants the Head for Themselves
Google Wants the Head for Themselves
Regular Content + UGC = Long Tail Success

Tens of thousands of pages of content created by
professional marketers (our wr...
Bias #3: AdWords is All The Keyword Research You Need
Search Suggest Is a Great Keyword Research Tool
Search Suggest Is a Great Keyword Research Tool

Great tool for grabbing search suggest data: http://ubersuggest.org
Google News: Research the Undiscovered Keywords

In the next 1-5 days, these will all
have significant search volume
Social Media Leads to Queries
Tools for Tracking Social: PopURLs

http://search.popurls.com/
Tools for Tracking Social: Topsy

http://topsy.com/s?q=dublin
Bias #4: My Site is the Only Place to Do SEO
Controlling Brand SERPs Matters
Earning Rankings on Other Sites May Be Easier
Dominating SERPs is a Powerful Tactic
Consider SEO for Your Profiles &
Content on these Sites, Too.

R

Users:

Users:

100mm

15mm

1B+

Millions

200mm

120mm...
Controlling Brand SERPs Matters

You can’t let this
rank on page 2!
Bias #5: Social Sharing is Fire & Forget
What You Say and How Matters
Timing Matters

At the highest point, only ~6.5% of my followers are online, which
means only 4,514 of my 69,458 followers...
Repetition Matters

The 3.5% online at night are almost certainly not
the same as the 6.7% online in the morning.
Via http...
Link Placement Matters

URL at the end & hash
tag next to the URL

URL in the center of text blocks, no
usernames or hashe...
Hashtags & Mentions Matter

Using the event hashtag will get
it in front of IFBC attendees

Mentioning me makes
sure I see...
Snippets Matter in Google+

Not a great image (3:4
style format works best)
Comes from title &
meta description
Snippets Matter on Facebook

When @jennita (Moz’s
community manager)
shares content on
Facebook, she’ll often
upload an in...
Bias #6: SEO is About Best Fitting to the
Perfect Algorithmic Formula
Google SEES ALL. KNOWS ALL.

http://www.seobythesea.com/2011/07/how-google-might-rank-pages-basedupon-usage-information/
Scale of ROI from SEO Activities Over Time
2004-2009
Highest
Value

Make the website’s pages
accessible to engines
Build l...
Scale of ROI from SEO Activities Over Time
2004-2009

Create content people
want to consume & share

Make the website’s pa...
The “Algorithm” Today Has Very Few Inputs:

Delightfulness
to Users

+

Accessibility &
KW Targeting

+

Ability to Reach
...
Bias #7: There’s No Simple Way to
Increase Traffic
Site Speed Optimization: Simple.

Data from @jcolman of REI
http://www.slideshare.net/jcolman/web-performance-optimization...
404, 500 & 302 Fixes: Simple.

http://google.com/webmasters and/or http://pro.seomoz.org can help ID these
Re-targeting: Simple. Increases Traffic.

Best retargeting providers?
http://www.seomoz.org/blog/comparing-the-top-4-retar...
Sharing New Content on Each Network. Simple.
Bias #8: CRO is about testing variations
of content and design
I want more people
who visit the site to
subscribe via email

From my blog: http://moz.com/rand/
A) More People
Visiting

B) Higher
Conversion Rate
Let’s Improve the Call to Action!

This must be
the problem!
A/B Testing

We’ll show half our visitors one and

half the other, and get a winner
Multivariate Testing

We’ll show each version to a
percentage of visitors and find a winner
We Can Test Everything!
Location on Page
Display Width
Box Color

Address Verification
Social Proof Inclusion

Different V...
That’s Not CRO
What if this isn’t the
problem?
What if this is?
What if this guy is?
Likability

Design

Branding

Historical Experiences

Trust
Social Proof

Word of Mouth

Associations
UX

CONVERSION DECIS...
Likability

Design

Branding

Historical Experiences

Trust
Social Proof

Word of Mouth

Associations
UX
CTAs

WHICH OF TH...
Ask Smart Questions to the Right People
Never Taken a
Free Trial

Took the Free Trial
But Left

Took the Free
Trial and St...
This is How the Pros Do It:

Boom.

From Conversion Rate Experts’ case study (which is definitely worth a read):
http://ww...
This is How the Pros Do It:

Boom.
And Shakalaka.

From Conversion Rate Experts’ case study (which is definitely worth a r...
This process made SEOmoz $1mm in additional
revenue in 2009, when we desperately needed it.

CRE detailed their results wi...
Remove Irrational Biases.
Win at Marketing.
Choose Short Men (and tall women)

http://bit.ly/chooseshortmen
• Email: rand@seomoz.org

• Tweet: @randfish
• Blog: moz.c...
Why Inbound Marketing for Online Business - EBriks Infotech
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Why Inbound Marketing for Online Business - EBriks Infotech

  1. 1. Choose Short Men (and tall women)
  2. 2. Let’s talk about dating… http://blog.okcupid.com/index.php/your-looks-and-online-dating/
  3. 3. Here’s the problem
  4. 4. Height Is Holding You Back… As men’s height falls, messages drop (the opposite is true for women): http://blog.okcupid.com/index.php/the-biggest-lies-in-online-dating/
  5. 5. Height Is Holding You Back… Not only is height a poor, arbitrary limitation, most lie about it: http://blog.okcupid.com/index.php/the-biggest-lies-in-online-dating/
  6. 6. Remove the Irrational Bias And You Can Get Every Other Criteria You Want, Fulfilled
  7. 7. Let’s Apply This Principle to the Marketing World
  8. 8. 8 Irrational Biases (and how your inbound marketing can benefit by rejecting them)
  9. 9. Bias #1: Ranking Position is All That Matters http://www.seomoz.org/blog/mission-imposserpble-establishing-clickthrough-rates
  10. 10. CTR is Influenced By More than Position
  11. 11. CTR is Influenced By More than Position Star Ratings, Reviews & Price Author Photo Date of Publication Video Snippet
  12. 12. Start w/ Great Titles, Meta Descriptions & URLs Terrible Excellent Snippet Testing Tool: http://www.google.com/webmasters/tools/richsnippets
  13. 13. Profile Pics = CTR Boost Rel=Author Guide from AJ Kohn: http://www.blindfiveyearold.com/how-to-implement-rel-author
  14. 14. Video XML Sitemaps = CTR Boost Video SEO Guide from Wistia: http://wistia.com/doc/video-seo
  15. 15. Rich Snippets: High Value in the Right Niches Visual Rich Snippet Guide: http://www.seomoz.org/blog/a-visual-guide-to-rich-snippets
  16. 16. Bias #2: SEO is About Ranking for the “Money” Keywords
  17. 17. The Chunky Middle & Long Tail Are Amazing
  18. 18. Google Wants the Head for Themselves
  19. 19. Google Wants the Head for Themselves
  20. 20. Google Wants the Head for Themselves
  21. 21. Regular Content + UGC = Long Tail Success Tens of thousands of pages of content created by professional marketers (our writers and those who ask Q+A)
  22. 22. Bias #3: AdWords is All The Keyword Research You Need
  23. 23. Search Suggest Is a Great Keyword Research Tool
  24. 24. Search Suggest Is a Great Keyword Research Tool Great tool for grabbing search suggest data: http://ubersuggest.org
  25. 25. Google News: Research the Undiscovered Keywords In the next 1-5 days, these will all have significant search volume
  26. 26. Social Media Leads to Queries
  27. 27. Tools for Tracking Social: PopURLs http://search.popurls.com/
  28. 28. Tools for Tracking Social: Topsy http://topsy.com/s?q=dublin
  29. 29. Bias #4: My Site is the Only Place to Do SEO
  30. 30. Controlling Brand SERPs Matters
  31. 31. Earning Rankings on Other Sites May Be Easier
  32. 32. Dominating SERPs is a Powerful Tactic
  33. 33. Consider SEO for Your Profiles & Content on these Sites, Too. R Users: Users: 100mm 15mm 1B+ Millions 200mm 120mm 20mm 14mm 7.5mm 18mm
  34. 34. Controlling Brand SERPs Matters You can’t let this rank on page 2!
  35. 35. Bias #5: Social Sharing is Fire & Forget
  36. 36. What You Say and How Matters
  37. 37. Timing Matters At the highest point, only ~6.5% of my followers are online, which means only 4,514 of my 69,458 followers could possibly see a tweet. Via http://followerwonk.com
  38. 38. Repetition Matters The 3.5% online at night are almost certainly not the same as the 6.7% online in the morning. Via http://followerwonk.com
  39. 39. Link Placement Matters URL at the end & hash tag next to the URL URL in the center of text blocks, no usernames or hashes around it
  40. 40. Hashtags & Mentions Matter Using the event hashtag will get it in front of IFBC attendees Mentioning me makes sure I see it, which might mean I RT
  41. 41. Snippets Matter in Google+ Not a great image (3:4 style format works best) Comes from title & meta description
  42. 42. Snippets Matter on Facebook When @jennita (Moz’s community manager) shares content on Facebook, she’ll often upload an individual image from the post to make it better stand out in the Facebook timeline
  43. 43. Bias #6: SEO is About Best Fitting to the Perfect Algorithmic Formula
  44. 44. Google SEES ALL. KNOWS ALL. http://www.seobythesea.com/2011/07/how-google-might-rank-pages-basedupon-usage-information/
  45. 45. Scale of ROI from SEO Activities Over Time 2004-2009 Highest Value Make the website’s pages accessible to engines Build links to individual URLs for higher rankings Optimize on-page keyword usage/targeting Create content people want to consume & share Lowest Value Optimize metadata, schema, rich snippets, etc
  46. 46. Scale of ROI from SEO Activities Over Time 2004-2009 Create content people want to consume & share Make the website’s pages accessible to engines Optimize on-page keyword usage/targeting Optimize on-page keyword usage/targeting Create content people want to consume & share Lowest Value Make the website’s pages accessible to engines Build links to individual URLs for higher rankings Highest Value 2010-present Optimize metadata, schema, rich snippets, etc Optimize metadata, schema, rich snippets, etc Build links to individual URLs for higher rankings
  47. 47. The “Algorithm” Today Has Very Few Inputs: Delightfulness to Users + Accessibility & KW Targeting + Ability to Reach an Audience = Rankings (eventually – sometimes it takes a while)
  48. 48. Bias #7: There’s No Simple Way to Increase Traffic
  49. 49. Site Speed Optimization: Simple. Data from @jcolman of REI http://www.slideshare.net/jcolman/web-performance-optimization-the-silver-bullet-of-seo-and-ux
  50. 50. 404, 500 & 302 Fixes: Simple. http://google.com/webmasters and/or http://pro.seomoz.org can help ID these
  51. 51. Re-targeting: Simple. Increases Traffic. Best retargeting providers? http://www.seomoz.org/blog/comparing-the-top-4-retargeting-companies
  52. 52. Sharing New Content on Each Network. Simple.
  53. 53. Bias #8: CRO is about testing variations of content and design
  54. 54. I want more people who visit the site to subscribe via email From my blog: http://moz.com/rand/
  55. 55. A) More People Visiting B) Higher Conversion Rate
  56. 56. Let’s Improve the Call to Action! This must be the problem!
  57. 57. A/B Testing We’ll show half our visitors one and half the other, and get a winner
  58. 58. Multivariate Testing We’ll show each version to a percentage of visitors and find a winner
  59. 59. We Can Test Everything! Location on Page Display Width Box Color Address Verification Social Proof Inclusion Different Versions Based on User Behavior Loading After the Page Changing Messaging on Call-to-Action Copy Different Types of Pages/Posts
  60. 60. That’s Not CRO
  61. 61. What if this isn’t the problem?
  62. 62. What if this is?
  63. 63. What if this guy is?
  64. 64. Likability Design Branding Historical Experiences Trust Social Proof Word of Mouth Associations UX CONVERSION DECISION CTAs Price (it’s a complex process) Process Copywriting Word of Mouth Timing Discovery Path Amount of Pain Effort Required
  65. 65. Likability Design Branding Historical Experiences Trust Social Proof Word of Mouth Associations UX CTAs WHICH OF THESE IS THE REAL ISSUE? Copywriting Price Process Word of Mouth Timing Discovery Path Amount of Pain Effort Required
  66. 66. Ask Smart Questions to the Right People Never Taken a Free Trial Took the Free Trial But Left Took the Free Trial and Stayed What are you seeking What made you take What initially made from SEOmoz? What’s the free trial? you want SEOmoz? What objections did What objections did What would make you you have and how did you have and how did more likely to sign up? you overcome them? you overcome them? What are your biggest What caused you to What’s been most objections to signup? cancel subscription? valuable to you? What would have made Had success w/ Moz? you stay a subscriber? Can we share? brought you back?
  67. 67. This is How the Pros Do It: Boom. From Conversion Rate Experts’ case study (which is definitely worth a read): http://www.conversion-rate-experts.com/crazy-egg-case-study/
  68. 68. This is How the Pros Do It: Boom. And Shakalaka. From Conversion Rate Experts’ case study (which is definitely worth a read): http://www.conversion-rate-experts.com/crazy-egg-case-study/
  69. 69. This process made SEOmoz $1mm in additional revenue in 2009, when we desperately needed it. CRE detailed their results with us here: http://www.conversion-rateexperts.com/seomoz-case-study/
  70. 70. Remove Irrational Biases. Win at Marketing.
  71. 71. Choose Short Men (and tall women) http://bit.ly/chooseshortmen • Email: rand@seomoz.org • Tweet: @randfish • Blog: moz.com/rand
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