Choose Tall Women (and short men)

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

http://blog.ecelticseo.com	218
http://www.stateofsearch.com	132
https://twitter.com	72
https://si0.twimg.com	15
http://pinterest.com	11
http://www.twylah.com	5
http://tweetedtimes.com	5
http://www.linkedin.com	3
http://kred.com	2
http://www.mefeedia.com	2
http://homebusinessideas101.blogspot.com	2
https://twimg0-a.akamaihd.net	1

Choose Tall Women (and short men)

by Rand Fishkin on Sep 21, 2012

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