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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.

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

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  • 1. Will vs. Rand Round IV: Boston
    Rule the Men’s Fashion SERPs
    Rand Fishkin, CEO + Co-founder, SEOmoz
    May 2011; Boston
  • 2. Men’s Fashion is Hard…
  • 3. 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
  • 4. Sartorial Style Must Not Be Lost!
  • 5. Rise Up + Defeat the Scourge that is…
    The “Silicon Valley Tuxedo”
  • 6. Step one of any SEO strategy:
    Research
  • 7. Brands
    Generics
  • 8. We are going to need a
    mind-blowingly great product.
  • 9. “Good artists borrow. Great artists steal.”
    - Pablo Picasso
  • 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. #1: Oyster’s “Reporter-Style” Reviews
    Via http://www.oyster.com
  • 12. #2: HotorNot’s Simple, Addictive Ratings
    Via http://hotornot.com
  • 13. #3: Angry Birds’ Inconsistent Rewards
    Via http://hotornot.com
  • 14. #4: WebTrends Drop-Dead Gorgeous Interface
    Via http://www.webtrends.com/Products/Analytics/Web
  • 15. #5: SparkBuy’s Faceted Shopping Engine
    Via http://sparkbuy.com/laptops
  • 16. #6: TravelPod’s Quiz
    Via http://www.travelpod.com/traveler-iq
  • 17. #7: The AdAge Power 150
    Via http://adage.com/power150/
  • 18. #8: Addictive Writing of GoFugYourself
    Via http://gofugyourself.com/fuggo-tango-05-2011
  • 19. #9: Cubeduel’s Rate-Your-Coworkers App
    Via http://www.cubeduel.com/
  • 20. #10: Disqus Comments w/ @mention Replies
    Via http://blog.disqus.com/post/5247780112/pull-people-into-your-conversation-with-mentions
  • 21. #11: Rock HTML5 Animations Like Leaf
    Via http://www.nissanusa.com/leaf-electric-car/index
  • 22. #12: Moleskine’s Artist Marketplace
    Via http://artistmarketplace.moleskine.com
  • 23. #13: OKCupid’s Drop-down CTAs
    Via http://blog.okcupid.com/index.php/10-charts-about-sex/
  • 24. #14: YOUmoz’s Blog Submission System
    Via http://www.seomoz.org/ugc
  • 25. #15: Threadless’ Bestee Awards
    Via http://www.threadless.com/bt/year,2010
  • 26. Meet
    Haberdashing.com
  • 27.
  • 28.
  • 29. 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
  • 30. 10 Marketing Tactics:Inspired by the marketing of others, these will help insure that Haberdashing is at the top of every search result.
  • 31. #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.
  • 32. #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!
  • 33. #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.
  • 34. #4: Contests + Giveaways w/ Social Tie-Ins
    Via http://www.mobilecrunch.com/2011/03/29/like-us-on-facebook-win-awesome-stuff/
  • 35. #5: Flickr’s Creative-Commons Licensed Photos
    Via http://www.flickr.com/creativecommons/
  • 36. #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
  • 37. #7: OKCupid’s Drop-down Social CTAs
    Via http://blog.okcupid.com/index.php/10-charts-about-sex/
  • 38. #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
  • 39. #9: Embeddable Badges + Widgets
    Via http://www.programmableweb.com/mashup/amazon-wishlist-gadget
  • 40. #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.
  • 41. #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.
  • 42. 8 Tools for Measuring + Improving:My recommended metrics + data tools for building a repeatable, scalable process for Haberdashing.
  • 43. #1: Google Analytics (w/ Some Customizations)
    Via http://www.seomoz.org/blog/seomoz-google-analytics-setup-whiteboard-friday
  • 44. #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
  • 45. #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.
  • 46. #4: Unbounce’s Landing Page Platform
    Via http://unbounce.com/
  • 47. #5: Facebook Insights
    Via http://www.facebook.com/insights
  • 48. #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.
  • 49. #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)
  • 50. #8: GeckoBoard
    Via http://www.geckoboard.com/
  • 51. When someone uses Haberdashing, this is how they should feel…
  • 52.
  • 53. Q+A
    Rand Fishkin, CEO & Co-Founder, SEOmoz
    • Twitter: @randfish
    • 54. Blog: www.seomoz.org/blog
    • 55. Email: rand@seomoz.org
    You can now try SEOmoz PRO Free!
    http://www.seomoz.org/freetrial