SEO Strategy for Haberdashing.com

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…

Proper Tailoring
Sewn by Fashion Philistines
Necktie w/ Windsor Knot
Pasty white neck skin
Matching WaistCoat/Vest
Squishy Pinkness
Appropriate Sleeve Length
Coatsleeves that ends mid-forearm
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

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 product.

#1: Oyster’s “Reporter-Style” Reviews
Via http://www.oyster.com

#2: HotorNot’s Simple, Addictive Ratings
Via http://hotornot.com

#3: Angry Birds’ Inconsistent Rewards
Via http://hotornot.com

#4: WebTrends Drop-Dead Gorgeous Interface
Via http://www.webtrends.com/Products/Analytics/Web

#5: SparkBuy’s Faceted Shopping Engine
Via http://sparkbuy.com/laptops

#6: TravelPod’s Quiz
Via http://www.travelpod.com/traveler-iq

#7: The AdAge Power 150
Via http://adage.com/power150/

#8: Addictive Writing of GoFugYourself
Via http://gofugyourself.com/fuggo-tango-05-2011

#9: Cubeduel’s Rate-Your-Coworkers App
Via http://www.cubeduel.com/

#10: Disqus Comments w/ @mention Replies
Via http://blog.disqus.com/post/5247780112/pull-people-into-your-conversation-with-mentions

#11: Rock HTML5 Animations Like Leaf
Via http://www.nissanusa.com/leaf-electric-car/index

#12: Moleskine’s Artist Marketplace
Via http://artistmarketplace.moleskine.com

#13: OKCupid’s Drop-down CTAs
Via http://blog.okcupid.com/index.php/10-charts-about-sex/

#14: YOUmoz’s Blog Submission System
Via http://www.seomoz.org/ugc

#15: Threadless’ Bestee Awards
Via http://www.threadless.com/bt/year,2010

Meet
Haberdashing.com

Value Proposition
Help Men Look Their Best
Store that Learns Based on What You + Your Friends Like/Rate/Buy
Key Product
Bookmarking
Powered by Facebook Likes/Shares via oAuth
Created by Editors + UGC Reviews/Ratings
Store Content
“Best of” Content
Awards Best Fashion via FB Photos/Tagging
Fashion 101 Content
Editors Answer Tough Fashion Qs w/ Graphics
Widgets for Users + Badges for Stores/Brands that Earn High Ratings
Awards + Badges

10 Marketing Tactics:Inspired by the marketing of others, these will help insure that Haberdashing is at the top of every search result.

#1: Media Outreach for Launch(es)
Searching Quora (via Google)
Searching Twitter (via FollowerWonk)
Searching LinkedIn
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.

#2: Event Photography + Facebook Tagging
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!

#3: Answer Burning Questions Socially
Using some basic queries at sites like http://twitter.comhttp://quora.comhttp://answers.yahoo.com, etc. can reveal huge direct marketing opportunities.

#4: Contests + Giveaways w/ Social Tie-Ins
Via http://www.mobilecrunch.com/2011/03/29/like-us-on-facebook-win-awesome-stuff/

#5: Flickr’s Creative-Commons Licensed Photos
Via http://www.flickr.com/creativecommons/

#6: Oli Gardner-Style Guest Blogging
Finding guest blog opportunities is fairly easy – Try queries like http://www.google.com/search?q=fashion+"guest+author“and variations thereof

#7: OKCupid’s Drop-down Social CTAs
Via http://blog.okcupid.com/index.php/10-charts-about-sex/

#8: CSS + HTML5 Gallery Submission
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

#9: Embeddable Badges + Widgets
Via http://www.programmableweb.com/mashup/amazon-wishlist-gadget

#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
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: Ask Not What They Can Do For You…
Make this link a landing page explaining value proposition for contributors + retail stores.
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.

8 Tools for Measuring + Improving:My recommended metrics + data tools for building a repeatable, scalable process for Haberdashing.

#1: Google Analytics (w/ Some Customizations)
Via http://www.seomoz.org/blog/seomoz-google-analytics-setup-whiteboard-friday

#2: PostRank
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

#3: Feedburner
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.

#4: Unbounce’s Landing Page Platform
Via http://unbounce.com/

#5: Facebook Insights
Via http://www.facebook.com/insights

#6: Wistia Video Analytics
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.

#7: Bit.ly PRO for Short URL Tracking
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)

#8: GeckoBoard
Via http://www.geckoboard.com/

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 can now try SEOmoz PRO Free!
http://www.seomoz.org/freetrial

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SEO Strategy for Haberdashing.com

by Rand Fishkin

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