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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/i...
Height Is Holding You Back…Not only is height a poor, arbitrary limitation, most lie about it:http://blog.okcupid.com/inde...
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                           ...
Start w/ Great Titles, Meta Descriptions & URLs  Terrible ExcellentSnippet Testing Tool: http://www.google.com/webmasters/...
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-...
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 SuccessTens of thousands of pages of content created byprofessional marketers (our write...
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           ...
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+        ...
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 followe...
Repetition Matters  The 3.5% online at night are almost certainly not    the same as the 6.7% online in the morning.Via ht...
Link Placement MattersURL at the end & hash   URL in the center of text blocks, no tag next to the URL     usernames or ha...
Hashtags & Mentions MatterUsing the event hashtag will get                                   Mentioning me makes  it in fr...
Snippets Matter in Google+ Not a great image (3:4style format works best)                            Comes from title &   ...
Snippets Matter on Facebook                       When @jennita (Moz’s                        community manager)          ...
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-inf...
Scale of ROI from SEO Activities Over Time                 2004-2009Highest Value          Make the website’s pages       ...
Scale of ROI from SEO Activities Over Time                 2004-2009                  2010-presentHighest Value          M...
The “Algorithm” Today Has Very Few Inputs: Delightfulness            Accessibility &               Ability to Reach   to U...
Bias #7: There’s No Simple Way to          Increase Traffic
Site Speed Optimization: Simple.                            Data from @jcolman of REIhttp://www.slideshare.net/jcolman/web...
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-retarget...
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 Inc...
That’s Not CRO
What if this isn’t the    problem?
What if this is?
What if this guy is?
Likability                                      Design     Branding                                                       ...
Likability                                      Design   Branding                                                         ...
Ask Smart Questions to the Right People   Never Taken a          Took the Free Trial        Took the Free      Free Trial ...
This is How the Pros Do It:                                                      Boom.      From Conversion Rate Experts’ ...
This is How the Pros Do It:                                                      Boom.                                    ...
This process made SEOmoz $1mm in additionalrevenue in 2009, when we desperately needed it.             CRE detailed their ...
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...
Choose Short Men & Tall Women
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Choose Short Men & Tall Women

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Rand Fishkin's presentation on 12 SEO & Inbound Marketing tactics that ignore common, irrational biases in favor of smart tactics & solutions

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Transcript of "Choose Short Men & Tall Women"

  1. 1. Choose Short Men (and tall women) http://bit.ly/chooseshortmen Rand Fishkin | @randfish | moz.com/rand
  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 BiasAnd 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 Mattershttp://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 ExcellentSnippet Testing Tool: http://www.google.com/webmasters/tools/richsnippets
  13. 13. Profile Pics = CTR BoostRel=Author Guide from AJ Kohn: http://www.blindfiveyearold.com/how-to-implement-rel-author
  14. 14. Video XML Sitemaps = CTR BoostVideo SEO Guide from Wistia: http://wistia.com/doc/video-seo
  15. 15. Rich Snippets: High Value in the Right NichesVisual 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 SuccessTens of thousands of pages of content created byprofessional 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 ToolGreat 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: PopURLshttp://search.popurls.com/
  28. 28. Tools for Tracking Social: Topsyhttp://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. RUsers: 100mm 1B+ 200mm 120mm 20mmUsers: 15mm Millions 14mm 7.5mm 18mm
  34. 34. Controlling Brand SERPs MattersYou can’t let thisrank 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 MattersURL at the end & hash URL in the center of text blocks, no tag next to the URL usernames or hashes around it
  40. 40. 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
  41. 41. Snippets Matter in Google+ Not a great image (3:4style 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-based- upon-usage-information/
  45. 45. 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
  46. 46. 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
  47. 47. 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)
  48. 48. Bias #7: There’s No Simple Way to Increase Traffic
  49. 49. Site Speed Optimization: Simple. Data from @jcolman of REIhttp://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 peoplewho visit the site tosubscribe via email From my blog: http://moz.com/rand/
  55. 55. A) More People Visiting B) HigherConversion Rate
  56. 56. Let’s Improve the Call to Action!This must bethe problem!
  57. 57. A/B TestingWe’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 BehaviorLoading 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 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
  65. 65. 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
  66. 66. 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?
  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 additionalrevenue in 2009, when we desperately needed it. CRE detailed their results with us here: http://www.conversion-rate- experts.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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