Choose Short Men & Tall Women

Choose Short Men (and tall women) http://bit.ly/chooseshortmen Rand Fishkin | @randfish | moz.com/rand

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.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

8 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

Regular Content + UGC = Long Tail SuccessTens of thousands of pages of content created byprofessional marketers (our writers and those who ask Q+A)

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: 100mm 1B+ 200mm 120mm 20mmUsers: 15mm Millions 14mm 7.5mm 18mm

Controlling Brand SERPs MattersYou can’t let thisrank 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 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 (3:4style 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: 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-based- upon-usage-information/

Scale of ROI from SEO Activities Over Time 2004-2009Highest 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 Optimize metadata,Lowest Value schema, rich snippets, etc

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

The “Algorithm” Today Has Very Few Inputs: Delightfulness Accessibility & Ability to Reach to Users + KW Targeting + an Audience = Rankings (eventually – sometimes it takes a while)

Bias #7: 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.

Bias #8: CRO is about testing variations of content and design

I want more peoplewho visit the site tosubscribe via email From my blog: http://moz.com/rand/

A) More People Visiting B) HigherConversion Rate

Let’s Improve the Call to Action!This must bethe problem!

A/B TestingWe’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 Versions Based on User BehaviorLoading After the Page Changing Messaging on Call-to-Action Copy Different Types of Pages/Posts

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 ProofWord of Mouth Associations UX CONVERSION DECISION Price (it’s a complex process) CTAs ProcessCopywriting Word of Mouth Timing Amount of Pain Effort Required Discovery Path

Likability Design Branding Historical Experiences Trust Social ProofWord of Mouth Associations UX WHICH OF THESE IS THE Price CTAs REAL ISSUE? ProcessCopywriting Word of Mouth Timing Amount of Pain Effort Required Discovery Path

Ask Smart Questions to the Right People Never Taken a Took the Free Trial Took the Free Free Trial But Left Trial and StayedWhat are you seeking What made you take What initially madefrom SEOmoz? What’s the free trial? you want SEOmoz?brought you back? What objections did What objections didWhat would make you you have and how did you have and how didmore likely to sign up? you overcome them? you overcome them?What are your biggest What caused you to What’s been mostobjections to signup? cancel subscription? valuable to you? What would have made Had success w/ Moz? you stay a subscriber? Can we share?

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/

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/

This process made SEOmoz $1mm in additionalrevenue in 2009, when we desperately needed it. CRE detailed their results with us here: http://www.conversion-rate- experts.com/seomoz-case-study/

Remove Irrational Biases. Win at Marketing.

Choose Short Men (and tall women)http://bit.ly/chooseshortmen • Email: rand@seomoz.org • Tweet: @randfish • Blog: moz.com/rand

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Choose Short Men & Tall Women

by Rand Fishkin on Aug 26, 2012

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