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Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
Choose Tall Women (and short men)
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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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  • 1. Choose Tall Women (and short men) http://bit.ly/choosetallwomen Rand Fishkin | @randfish | Dublin SEO Summit 2012
  • 2. Let’s talk about dating…http://blog.okcupid.com/index.php/your-looks-and-online-dating/
  • 3. Here’s the problem
  • 4. 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/
  • 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. Remove the Irrational BiasAnd You Can Get Every Other Criteria You Want, Fulfilled
  • 7. Let’s Apply This Principle to the Marketing World
  • 8. 6 Irrational Biases(and how your inbound marketing can benefit by rejecting them)
  • 9. Bias #1: Ranking Position is All That Mattershttp://www.seomoz.org/blog/mission-imposserpble-establishing-clickthrough-rates
  • 10. CTR is Influenced By More than Position
  • 11. CTR is Influenced By More than Position Star Ratings, Reviews & Price Author Photo Date of Publication Video Snippet
  • 12. Start w/ Great Titles, Meta Descriptions & URLs Terrible ExcellentSnippet Testing Tool: http://www.google.com/webmasters/tools/richsnippets
  • 13. Profile Pics = CTR BoostRel=Author Guide from AJ Kohn: http://www.blindfiveyearold.com/how-to-implement-rel-author
  • 14. Video XML Sitemaps = CTR BoostVideo SEO Guide from Wistia: http://wistia.com/doc/video-seo
  • 15. Rich Snippets: High Value in the Right NichesVisual Rich Snippet Guide: http://www.seomoz.org/blog/a-visual-guide-to-rich-snippets
  • 16. Bias #2: SEO is About Ranking for the “Money” Keywords
  • 17. The Chunky Middle & Long Tail Are Amazing
  • 18. Google Wants the Head for Themselves
  • 19. Google Wants the Head for Themselves The only non-Google link visible without scrolling
  • 20. Regular Content + UGC = Long Tail SuccessTens of thousands of pages of content created byprofessional marketers (our writers and those who ask Q+A)
  • 21. 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
  • 22. Bias #3: AdWords is All The Keyword Research You Need
  • 23. Search Suggest Is a Great Keyword Research Tool
  • 24. Search Suggest Is a Great Keyword Research ToolGreat tool for grabbing search suggest data: http://ubersuggest.org
  • 25. Google News: Research the Undiscovered Keywords In the next 1-5 days, these will all have significant search volume
  • 26. Social Media Leads to Queries
  • 27. Tools for Tracking Social: PopURLshttp://search.popurls.com/
  • 28. Tools for Tracking Social: Topsyhttp://topsy.com/s?q=dublin
  • 29. Bias #4: My Site is the Only Place to Do SEO
  • 30. Controlling Brand SERPs Matters
  • 31. Earning Rankings on Other Sites May Be Easier
  • 32. Dominating SERPs is a Powerful Tactic
  • 33. Consider SEO for Your Profiles & Content on these Sites, Too. RUsers: 90mm 900mm 200mm 120mm 10mmUsers: 15mm Millions 14mm 7.5mm 18mm
  • 34. Bias #5: Social Sharing is Fire & Forget
  • 35. What You Say and How Matters
  • 36. 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
  • 37. 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
  • 38. 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
  • 39. 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
  • 40. Snippets Matter in Google+ Not a great image (4:3style format works best) Comes from title & meta description
  • 41. 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
  • 42. Bias #6: There’s No Simple Way to Increase Traffic
  • 43. Site Speed Optimization: Simple. Data from @jcolman of REIhttp://www.slideshare.net/jcolman/web-performance-optimization-the-silver-bullet-of-seo-and-ux
  • 44. 404, 500 & 302 Fixes: Simple.http://google.com/webmasters and/or http://pro.seomoz.org can help ID these
  • 45. Re-targeting: Simple. Increases Traffic.Best retargeting providers?http://www.seomoz.org/blog/comparing-the-top-4-retargeting-companies
  • 46. Sharing New Content on Each Network. Simple.
  • 47. Remove Irrational Biases. Win at Marketing.
  • 48. Choose Tall Women (and short men)http://bit.ly/choosetallwomen • Email: rand@seomoz.org • Tweet: @randfish • Blog: moz.com/rand

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