0
Will vs. Rand Round IV: Boston
Rule the Men’s Fashion SERPs
Rand Fishkin, CEO + Co-founder, SEOmoz
May 2011; Boston
Men’s Fashion is Hard…
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
Proper Tailoring
Matching WaistCoat/Vest
Necktie ...
Sartorial Style Must Not Be Lost!
Rise Up + Defeat the Scourge that is…
The “Silicon Valley Tuxedo”
Step one of any SEO strategy:
Research
Brands
Generics
We are going to need a
mind-blowingly great product.
“Good artists borrow.
Great artists steal.”
- Pablo Picasso
15 Amazing Examples:
And the crazy-cool tactics I’m going to steal from each of
them to make a killer, SEO-enhanced produc...
Via http://www.oyster.com
#1: Oyster’s “Reporter-Style” Reviews
Via http://hotornot.com
#2: HotorNot’s Simple, Addictive Ratings
Via http://hotornot.com
#3: Angry Birds’ Inconsistent Rewards
Via http://www.webtrends.com/Products/Analytics/Web
#4: WebTrends Drop-Dead Gorgeous Interface
Via http://sparkbuy.com/laptops
#5: SparkBuy’s Faceted Shopping Engine
Via http://www.travelpod.com/traveler-iq
#6: TravelPod’s Quiz
Via http://adage.com/power150/
#7: The AdAge Power 150
Via http://gofugyourself.com/fuggo-tango-05-2011
#8: Addictive Writing of GoFugYourself
Via http://www.cubeduel.com/
#9: Cubeduel’s Rate-Your-Coworkers App
Via http://blog.disqus.com/post/5247780112/pull-people-into-your-conversation-with-mentions
#10: Disqus Comments w/ @menti...
Via http://www.nissanusa.com/leaf-electric-car/index
#11: Rock HTML5 Animations Like Leaf
Via http://artistmarketplace.moleskine.com
#12: Moleskine’s Artist Marketplace
Via http://blog.okcupid.com/index.php/10-charts-about-sex/
#13: OKCupid’s Drop-down CTAs
Via http://www.seomoz.org/ugc
#14: YOUmoz’s Blog Submission System
Via http://www.threadless.com/bt/year,2010
#15: Threadless’ Bestee Awards
Meet
Haberdashing.com
Bookmarking
Store Content
Fashion 101 Content
“Best of” Content
Awards + Badges
Value Proposition
Key Product
Powered by F...
10 Marketing Tactics:
Inspired by the marketing of others, these will help insure
that Haberdashing is at the top of every...
Journalists who participate on the web are often far easier to connect with than those who
don’t. If you’re bootstrapping,...
By tagging people and clothing in photos, you alert both individuals and brands to your
presence on Facebook. To see the p...
Using some basic queries at sites like http://twitter.com http://quora.com
http://answers.yahoo.com, etc. can reveal huge ...
Via http://www.mobilecrunch.com/2011/03/29/like-us-on-facebook-win-awesome-stuff/
#4: Contests + Giveaways w/ Social Tie-I...
Via http://www.flickr.com/creativecommons/
#5: Flickr’s Creative-Commons Licensed Photos
Finding guest blog opportunities is fairly easy – Try queries like
http://www.google.com/search?q=fashion+"guest+author“ a...
Via http://blog.okcupid.com/index.php/10-charts-about-sex/
#7: OKCupid’s Drop-down Social CTAs
Hundreds of links and tens of thousands of visits are available if you use the right, “hot”
technology to build your site....
Via http://www.programmableweb.com/mashup/amazon-wishlist-gadget
#9: Embeddable Badges + Widgets
The process is simple, but the execution is hard. You need a data-driven but empathetic, high
quality writer to do outreac...
The primary goal of outreach should be to get your brand in that person’s head. Then, if you
execute well enough on the pr...
8 Tools for Measuring + Improving:
My recommended metrics + data tools for building a
repeatable, scalable process for Hab...
Via http://www.seomoz.org/blog/seomoz-google-analytics-setup-whiteboard-friday
#1: Google Analytics (w/ Some Customization...
Via https://analytics.postrank.com/ - PostRank will measure the social sharing activity on any
URL in a feed, so you can s...
Via http://feedburner.com – though it hasn’t been updated in a long time, it’s still the best
free software for monitoring...
Via http://unbounce.com/
#4: Unbounce’s Landing Page Platform
Via http://www.facebook.com/insights
#5: Facebook Insights
Problem w/ video is it’s hard to measure engagement w/ traditional analytics that show only
pageviews. http://www.wistia.c...
If you use shortened URLs on Facebook + Twitter, http://bit.ly can help track and segment out
the portion of the traffic t...
Via http://www.geckoboard.com/
#8: GeckoBoard
When someone uses Haberdashing,
this is how they should feel…
Q+A
Rand Fishkin, CEO & Co-Founder, SEOmoz
• Twitter: @randfish
• Blog: www.seomoz.org/blog
• Email: rand@seomoz.org
You c...
SEO Strategy for Haberdashing.com
SEO Strategy for Haberdashing.com
SEO Strategy for Haberdashing.com
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SEO Strategy for Haberdashing.com

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Rand Fishkin's presentation for the head-to-head vs. Will Critchlow at Boston PROSEO May 2011.

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Transcript of "SEO Strategy for Haberdashing.com"

  1. 1. Will vs. Rand Round IV: Boston Rule the Men’s Fashion SERPs Rand Fishkin, CEO + Co-founder, SEOmoz May 2011; Boston
  2. 2. Men’s Fashion is Hard…
  3. 3. http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html Proper Tailoring Matching WaistCoat/Vest Necktie w/ Windsor Knot Appropriate Sleeve Length Pasty white neck skin Sewn by Fashion Philistines Squishy Pinkness Coatsleeves that ends mid-forearm
  4. 4. Sartorial Style Must Not Be Lost!
  5. 5. Rise Up + Defeat the Scourge that is… The “Silicon Valley Tuxedo”
  6. 6. Step one of any SEO strategy: Research
  7. 7. Brands Generics
  8. 8. We are going to need a mind-blowingly great product.
  9. 9. “Good artists borrow. Great artists steal.” - Pablo Picasso
  10. 10. 15 Amazing Examples: And the crazy-cool tactics I’m going to steal from each of them to make a killer, SEO-enhanced product.
  11. 11. Via http://www.oyster.com #1: Oyster’s “Reporter-Style” Reviews
  12. 12. Via http://hotornot.com #2: HotorNot’s Simple, Addictive Ratings
  13. 13. Via http://hotornot.com #3: Angry Birds’ Inconsistent Rewards
  14. 14. Via http://www.webtrends.com/Products/Analytics/Web #4: WebTrends Drop-Dead Gorgeous Interface
  15. 15. Via http://sparkbuy.com/laptops #5: SparkBuy’s Faceted Shopping Engine
  16. 16. Via http://www.travelpod.com/traveler-iq #6: TravelPod’s Quiz
  17. 17. Via http://adage.com/power150/ #7: The AdAge Power 150
  18. 18. Via http://gofugyourself.com/fuggo-tango-05-2011 #8: Addictive Writing of GoFugYourself
  19. 19. Via http://www.cubeduel.com/ #9: Cubeduel’s Rate-Your-Coworkers App
  20. 20. Via http://blog.disqus.com/post/5247780112/pull-people-into-your-conversation-with-mentions #10: Disqus Comments w/ @mention Replies
  21. 21. Via http://www.nissanusa.com/leaf-electric-car/index #11: Rock HTML5 Animations Like Leaf
  22. 22. Via http://artistmarketplace.moleskine.com #12: Moleskine’s Artist Marketplace
  23. 23. Via http://blog.okcupid.com/index.php/10-charts-about-sex/ #13: OKCupid’s Drop-down CTAs
  24. 24. Via http://www.seomoz.org/ugc #14: YOUmoz’s Blog Submission System
  25. 25. Via http://www.threadless.com/bt/year,2010 #15: Threadless’ Bestee Awards
  26. 26. Meet Haberdashing.com
  27. 27. Bookmarking Store Content Fashion 101 Content “Best of” Content Awards + Badges Value Proposition Key Product Powered by Facebook Likes/Shares via oAuth Created by Editors + UGC Reviews/Ratings Editors Answer Tough Fashion Qs w/ Graphics Awards Best Fashion via FB Photos/Tagging Widgets for Users + Badges for Stores/Brands that Earn High Ratings Help Men Look Their Best Store that Learns Based on What You + Your Friends Like/Rate/Buy
  28. 28. 10 Marketing Tactics: Inspired by the marketing of others, these will help insure that Haberdashing is at the top of every search result.
  29. 29. Journalists who participate on the web are often far easier to connect with than those who don’t. If you’re bootstrapping, use social sites to make your media contacts. #1: Media Outreach for Launch(es) Searching Quora (via Google) Searching Twitter (via FollowerWonk) Searching LinkedIn
  30. 30. By tagging people and clothing in photos, you alert both individuals and brands to your presence on Facebook. To see the photo… They have to first “like” your page/brand! #2: Event Photography + Facebook Tagging
  31. 31. Using some basic queries at sites like http://twitter.com http://quora.com http://answers.yahoo.com, etc. can reveal huge direct marketing opportunities. #3: Answer Burning Questions Socially
  32. 32. Via http://www.mobilecrunch.com/2011/03/29/like-us-on-facebook-win-awesome-stuff/ #4: Contests + Giveaways w/ Social Tie-Ins
  33. 33. Via http://www.flickr.com/creativecommons/ #5: Flickr’s Creative-Commons Licensed Photos
  34. 34. Finding guest blog opportunities is fairly easy – Try queries like http://www.google.com/search?q=fashion+"guest+author“ and variations thereof #6: Oli Gardner-Style Guest Blogging
  35. 35. Via http://blog.okcupid.com/index.php/10-charts-about-sex/ #7: OKCupid’s Drop-down Social CTAs
  36. 36. Hundreds of links and tens of thousands of visits are available if you use the right, “hot” technology to build your site. Query e.g. http://www.google.com/search?q=html5+gallery #8: CSS + HTML5 Gallery Submission
  37. 37. Via http://www.programmableweb.com/mashup/amazon-wishlist-gadget #9: Embeddable Badges + Widgets
  38. 38. The process is simple, but the execution is hard. You need a data-driven but empathetic, high quality writer to do outreach individually + personally. #10: Store/Brand Outreach Campaign Use a non-personalized, geo- agnostic query like this, then find smaller brands appearing on page 3-100 of results. Then find individual shops/stores in major markets by using the location setter in Google Search
  39. 39. The primary goal of outreach should be to get your brand in that person’s head. Then, if you execute well enough on the product side, you’ll earn links, tweets, shares, likes, etc. naturally. #10: Ask Not What They Can Do For You… Make this link a landing page explaining value proposition for contributors + retail stores.
  40. 40. 8 Tools for Measuring + Improving: My recommended metrics + data tools for building a repeatable, scalable process for Haberdashing.
  41. 41. Via http://www.seomoz.org/blog/seomoz-google-analytics-setup-whiteboard-friday #1: Google Analytics (w/ Some Customizations)
  42. 42. Via https://analytics.postrank.com/ - PostRank will measure the social sharing activity on any URL in a feed, so you can see what content works (and doesn’t) on the social web #2: PostRank
  43. 43. Via http://feedburner.com – though it hasn’t been updated in a long time, it’s still the best free software for monitoring feed activity and growth. #3: Feedburner
  44. 44. Via http://unbounce.com/ #4: Unbounce’s Landing Page Platform
  45. 45. Via http://www.facebook.com/insights #5: Facebook Insights
  46. 46. Problem w/ video is it’s hard to measure engagement w/ traditional analytics that show only pageviews. http://www.wistia.com fixes that in an elegant way. #6: Wistia Video Analytics
  47. 47. If you use shortened URLs on Facebook + Twitter, http://bit.ly can help track and segment out the portion of the traffic that’s direct vs. referral (but hidden due to desktop/mobile apps) #7: Bit.ly PRO for Short URL Tracking
  48. 48. Via http://www.geckoboard.com/ #8: GeckoBoard
  49. 49. When someone uses Haberdashing, this is how they should feel…
  50. 50. Q+A Rand Fishkin, CEO & Co-Founder, SEOmoz • Twitter: @randfish • Blog: www.seomoz.org/blog • Email: rand@seomoz.org You can now try SEOmoz PRO Free! http://www.seomoz.org/freetrial
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