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Choose Tall Women (and short men)
 

Choose Tall Women (and short men)

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Rand's presentation from the Dublin SEO Summit on irrational biases in marketing.

Rand's presentation from the Dublin SEO Summit on irrational biases in marketing.

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    Choose Tall Women (and short men) Choose Tall Women (and short men) Presentation Transcript

    • Choose Tall Women (and short men) http://bit.ly/choosetallwomen Rand Fishkin | @randfish | Dublin SEO Summit 2012
    • 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 women’s height rises, messages drop (the opposite is true for men):http://blog.okcupid.com/index.php/the-biggest-lies-in-online-dating/
    • 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/
    • Remove the Irrational BiasAnd You Can Get Every Other Criteria You Want, Fulfilled
    • Let’s Apply This Principle to the Marketing World
    • 6 Irrational Biases(and how your inbound marketing can benefit by rejecting them)
    • Bias #1: Ranking Position is All That Mattershttp://www.seomoz.org/blog/mission-imposserpble-establishing-clickthrough-rates
    • 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 ExcellentSnippet Testing Tool: http://www.google.com/webmasters/tools/richsnippets
    • Profile Pics = CTR BoostRel=Author Guide from AJ Kohn: http://www.blindfiveyearold.com/how-to-implement-rel-author
    • Video XML Sitemaps = CTR BoostVideo SEO Guide from Wistia: http://wistia.com/doc/video-seo
    • Rich Snippets: High Value in the Right NichesVisual Rich Snippet Guide: http://www.seomoz.org/blog/a-visual-guide-to-rich-snippets
    • 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 The only non-Google link visible without scrolling
    • Regular Content + UGC = Long Tail SuccessTens of thousands of pages of content created byprofessional marketers (our writers and those who ask Q+A)
    • Scale of ROI from SEO Activities Over Time 2004-2009 2010-presentHighest Value Make the website’s pages Create content people accessible to engines want to consume & share Build links to individual Make the website’s pages URLs for higher rankings accessible to engines Optimize on-page Optimize on-page keyword usage/targeting keyword usage/targeting Create content people Optimize metadata, want to consume & share schema, rich snippets, etc Optimize metadata, Build links to individualLowest Value schema, rich snippets, etc URLs for higher rankings
    • 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 ToolGreat 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: PopURLshttp://search.popurls.com/
    • Tools for Tracking Social: Topsyhttp://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. RUsers: 90mm 900mm 200mm 120mm 10mmUsers: 15mm Millions 14mm 7.5mm 18mm
    • 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 could possibly see a tweet.Via http://followerwonk.com
    • 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
    • Link Placement MattersURL at the end & hash URL in the center of text blocks, no tag next to the URL usernames or hashes around it
    • Hashtags & Mentions MatterUsing the event hashtag will get Mentioning me makes it in front of IFBC attendees sure I see it, which might mean I RT
    • Snippets Matter in Google+ Not a great image (4:3style 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 individual image from the post to make it better stand out in the Facebook timeline
    • Bias #6: There’s No Simple Way to Increase Traffic
    • Site Speed Optimization: Simple. Data from @jcolman of REIhttp://www.slideshare.net/jcolman/web-performance-optimization-the-silver-bullet-of-seo-and-ux
    • 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-retargeting-companies
    • Sharing New Content on Each Network. Simple.
    • Remove Irrational Biases. Win at Marketing.
    • Choose Tall Women (and short men)http://bit.ly/choosetallwomen • Email: rand@seomoz.org • Tweet: @randfish • Blog: moz.com/rand