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Search + Social:10 Actions to Get More Value from your Organic Marketing Tomorrow.<br />Rand Fishkin, CEO & Co-founder, SE...
Criteria for this Presentation<br />Every Action I Recommend MUST:<br /><ul><li> Be usable and valuable to your business t...
 Help to drive more search and/or social visits
 Be Presentable in 200 seconds or less</li></li></ul><li>Action #1:Earn Links Google Will Always Want to Count<br />
Etsy: Self-Promotion = Links & Rankings<br />Every seller wants to promote their “store”, and thus, links to Etsy<br />
Anyone who embeds the video, links back to our site<br />
Action #2:Build Content that Will Be Shared<br />
Data earns links; opinions… not so much<br />http://blog.okcupid.com/index.php/your-looks-and-online-dating/<br />
Nearly Every Site on This List Links to It:<br />http://techmeme.com/lb<br />
Action #3:Get More ReTweets<br />
http://danzarrella.com/science-of-retweets.pdf<br />
Action #4:Grow Your Site’s User-Generated Content<br />
Build a Following First; Then a Community<br />
Make Participation as Frictionless as Possible<br />Makes it SUPER EASY to participate in their community<br />
Reward Users Who Participate<br />Users LOVE Badges!<br />
Action #5:Engage the Right “Tweeters”<br />
Twitter is (almost certainly) influencing (at least some) rankings<br />Lots of tweets, virtually no links, but remarkable...
Twitter can send lots of direct traffic<br />
You need to target the right Tweeters<br />http://twitaholic.com/top100/followers/<br />
The Ones Who Send Real Traffic<br />http://mashable.com/2009/07/07/twitter-clickthrough-rate/<br />
Not the “Grade”<br />Use the “Rank”<br />http://twittergrader.com<br />
Action #6:Get Rankings in Google’s Maps/Local/Places<br />
Local SERPs (now “Places” in the US)<br />This guy is not #1<br />
Find the Listing Sources + Get Them!<br />http://www.seomoz.org/blog/one-dead-simple-tactic-for-better-rankings-in-google-...
Action #7:Find Errors & Missed Opportunities on Your Site<br />
Google Webmaster Tools<br />http://www.google.com/webmasters<br />
SEOmoz Web App<br />http://pro.seomoz.org<br />
Xenu Link Sleuth<br />http://home.snafu.de/tilman/xenulink.html<br />
Action #8:Get Maximum SEO Value from Your Web Content<br />
Many Domains vs. One Domain<br />VS.<br />
www.site.com/content<br />Better<br />content.site.com/<br />sitecontent.com/<br />Worse<br />
Action #9:Make Every Visitor More Valuable<br />
Simple Explanations w/ Help on Hover<br />
Clear differentiation<br />
Obvious Free Trial<br />
Re-assurance in purchase process<br />
AJAX load of payment inputs<br />
Action #10:Take Advantage of Real-Time Search + Social<br />
Google & Bing Use Twitter’s API<br />
Don’t Just Pick Any Topic<br />http://popurls.com<br />Choose Something that’s Hot Now!<br />
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Search + Social: Webit Expo by Rand Fishkin

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Rand Fishkin's presentation for Webit Expo 2010 in Sofia.

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Transcript of "Search + Social: Webit Expo by Rand Fishkin"

  1. 1. Search + Social:10 Actions to Get More Value from your Organic Marketing Tomorrow.<br />Rand Fishkin, CEO & Co-founder, SEOmoz<br />Webit Expo, Sofia, Bulgaria; October 2010<br />
  2. 2. Criteria for this Presentation<br />Every Action I Recommend MUST:<br /><ul><li> Be usable and valuable to your business tomorrow
  3. 3. Help to drive more search and/or social visits
  4. 4. Be Presentable in 200 seconds or less</li></li></ul><li>Action #1:Earn Links Google Will Always Want to Count<br />
  5. 5. Etsy: Self-Promotion = Links & Rankings<br />Every seller wants to promote their “store”, and thus, links to Etsy<br />
  6. 6. Anyone who embeds the video, links back to our site<br />
  7. 7. Action #2:Build Content that Will Be Shared<br />
  8. 8. Data earns links; opinions… not so much<br />http://blog.okcupid.com/index.php/your-looks-and-online-dating/<br />
  9. 9. Nearly Every Site on This List Links to It:<br />http://techmeme.com/lb<br />
  10. 10. Action #3:Get More ReTweets<br />
  11. 11.
  12. 12.
  13. 13.
  14. 14. http://danzarrella.com/science-of-retweets.pdf<br />
  15. 15. Action #4:Grow Your Site’s User-Generated Content<br />
  16. 16. Build a Following First; Then a Community<br />
  17. 17. Make Participation as Frictionless as Possible<br />Makes it SUPER EASY to participate in their community<br />
  18. 18. Reward Users Who Participate<br />Users LOVE Badges!<br />
  19. 19. Action #5:Engage the Right “Tweeters”<br />
  20. 20. Twitter is (almost certainly) influencing (at least some) rankings<br />Lots of tweets, virtually no links, but remarkable rankings<br />
  21. 21. Twitter can send lots of direct traffic<br />
  22. 22. You need to target the right Tweeters<br />http://twitaholic.com/top100/followers/<br />
  23. 23. The Ones Who Send Real Traffic<br />http://mashable.com/2009/07/07/twitter-clickthrough-rate/<br />
  24. 24.
  25. 25. Not the “Grade”<br />Use the “Rank”<br />http://twittergrader.com<br />
  26. 26. Action #6:Get Rankings in Google’s Maps/Local/Places<br />
  27. 27. Local SERPs (now “Places” in the US)<br />This guy is not #1<br />
  28. 28. Find the Listing Sources + Get Them!<br />http://www.seomoz.org/blog/one-dead-simple-tactic-for-better-rankings-in-google-local<br />
  29. 29. Action #7:Find Errors & Missed Opportunities on Your Site<br />
  30. 30. Google Webmaster Tools<br />http://www.google.com/webmasters<br />
  31. 31. SEOmoz Web App<br />http://pro.seomoz.org<br />
  32. 32. Xenu Link Sleuth<br />http://home.snafu.de/tilman/xenulink.html<br />
  33. 33. Action #8:Get Maximum SEO Value from Your Web Content<br />
  34. 34. Many Domains vs. One Domain<br />VS.<br />
  35. 35. www.site.com/content<br />Better<br />content.site.com/<br />sitecontent.com/<br />Worse<br />
  36. 36. Action #9:Make Every Visitor More Valuable<br />
  37. 37. Simple Explanations w/ Help on Hover<br />
  38. 38. Clear differentiation<br />
  39. 39. Obvious Free Trial<br />
  40. 40. Re-assurance in purchase process<br />
  41. 41. AJAX load of payment inputs<br />
  42. 42. Action #10:Take Advantage of Real-Time Search + Social<br />
  43. 43. Google & Bing Use Twitter’s API<br />
  44. 44. Don’t Just Pick Any Topic<br />http://popurls.com<br />Choose Something that’s Hot Now!<br />
  45. 45. Download: http://seomz.me/webitrand <br />Rand Fishkin, CEO & Co-Founder, SEOmoz<br /><ul><li> Twitter: @randfish
  46. 46. Blog: www.seomoz.org/blog
  47. 47. Email: rand@seomoz.org</li>
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