How Search is Evolving
SLIDE MASTER – COVERPAGE
        & How to Keep Up


                           Gillian Muessig – Au...
SEO is Still About
             Building Content Geared
           Towards Searcher's Interests

SLIDE MASTER – COVERPAGE
Building Search-Engine Friendly
                 Sites & Pages


SLIDE MASTER – COVERPAGE
It‟s About Marketing & Converting Online



SLIDE MASTER – COVERPAGE
...and PPC & Banner Ads



SLIDE MASTER – COVERPAGE
But Now, There‟s More


    Organic SEO
SLIDE MASTER – COVERPAGE    MMM

                                   CRO



      S...
Change = Opportunity


SLIDE MASTER – COVERPAGE
The PPC / SEO Disconnect



SLIDE MASTER – COVERPAGE




                            - Eye Tracking Data Source: Enquiro
The PPC/SEO Disconnect
      PPC spend = 92% of Internet marketing dollars
      <10% of all clicks are made on PPC ads
...
Stats
SLIDE MASTER – COVERPAGE




                           Gillian Muessig – August 2010
Google‟s Global Share: Still Dominating



SLIDE MASTER – COVERPAGE
2010 Monthly Trending

              Search Engines Market Share / Usage Trend
SLIDE MASTER – COVERPAGE
SLIDE MASTER – COVERPAGE
iPhone MarketShare: India



SLIDE MASTER – COVERPAGE
Social Media comprises the top 10
      most popular searches in the world



SLIDE MASTER – COVERPAGE
Top Social Networking Sites in India
   Total India - Age 15+, Home & Work                   Total Unique Visitors (000)
 ...
Online Marketing
           With Offline Conversions
       • ~$917 billion worth of retail sales last year
              ...
The Future of
SLIDE MASTER – COVERPAGE

                Search Marketing



                           Gillian Muessig – A...
Traditional Search
SLIDE MASTER – COVERPAGE
                    is Not Going Away




                    Gillian Muessig ...
But There Are More Options



SLIDE MASTER – COVERPAGE
Mobile Marketing Is Growing
    • Rail tickets predicted to be delivered to mobile
      phones in 2010 : 2 billion; in 20...
Everywhere
                           • >890mm web enabled mobile
                             phones will ship in 2010
SL...
And It‟s Paying Off


    • >90% web enabled
       mobile phone owners
SLIDE MASTER – COVERPAGE
       have made a purcha...
Everywhere

    • >47% purchased
      while „on the go‟
SLIDE MASTER – COVERPAGE




                               - Sou...
Market Demand Is Driving Mobile Marketing



SLIDE MASTER – COVERPAGE




                            Source: MarketCharts...
2010 Strategy: Diversify Traffic Sources



SLIDE MASTER – COVERPAGE
Early Social Media




SLIDE MASTER – COVERPAGE




                                        Source: Wikipedia
Social Media Leverages Technology




SLIDE MASTER – COVERPAGE




                              Source: evansavenue.files...
Again




SLIDE MASTER – COVERPAGE




                                   Source: FredCavazza.net
… and Again




SLIDE MASTER – COVERPAGE




                                         Source: FredCavazza.net
…and Again


SLIDE MASTER – COVERPAGE
Aug 26, 2010
     facebook overtakes orkut in India

SLIDE MASTER – COVERPAGE
Social Media in Gaming




SLIDE MASTER – COVERPAGE




                           Source: Evan Fishkin, Portent Interacti...
I still don‟t care!



    Why Should I,
    My Customers,
SLIDE MASTER – COVERPAGE


    or My Boss
    Care About This S...
Social Media Marketing
SLIDE MASTER – COVERPAGE

    officially became more popular
            than pornography
         ...
Gillette Mach3 IGC 2010 set to become the
  WORLD‟s biggest online gaming championship



SLIDE MASTER – COVERPAGE
SLIDE MASTER – COVERPAGE
Local Marketing: Gold in the LongTail



SLIDE MASTER – COVERPAGE




                                  Kelsey Group, Marc...
Local Search on the Road - UBL



SLIDE MASTER – COVERPAGE




                                   Source: AimClear.com 2008
Social – Mobile – Local
                 Power Triumvirate


SLIDE MASTER – COVERPAGE
What Runs the Triumvirate?
                     Deep databases


SLIDE MASTER – COVERPAGE
What Can The Data Tell You?
        • Where your customers frequent. When
        • How frequently. With whom
        • Wh...
What Have We Done?!



SLIDE MASTER – COVERPAGE
SLIDE MASTER – COVERPAGE
Search Marketing Choices



SLIDE MASTER – COVERPAGE
Mobile Search
SLIDE MASTER – COVERPAGE
The Web is becoming mobile



SLIDE MASTER – COVERPAGE
Consumption on Mobile Browsers Up



SLIDE MASTER – COVERPAGE
More Transactions on Browsers



SLIDE MASTER – COVERPAGE
2010 Strategy: Mobile Sitemaps



SLIDE MASTER – COVERPAGE
2010 Strategy: Deprecate Beautifully



SLIDE MASTER – COVERPAGE
2010 Strategy: Test Mobile Apps



SLIDE MASTER – COVERPAGE
2010 Strategy: Adopt the Right Tech Early



SLIDE MASTER – COVERPAGE




                           www.squareup.com
Real Time Search
SLIDE MASTER – COVERPAGE
Twitter Search



SLIDE MASTER – COVERPAGE
Tweets in Google‟s Results



SLIDE MASTER – COVERPAGE
Google Suggest – powered by tweets



SLIDE MASTER – COVERPAGE
2010 Strategy: Twitter CRM



SLIDE MASTER – COVERPAGE
2010 Strategy: Set Up Tracking



SLIDE MASTER – COVERPAGE
2010 Strategy: Control the Conversation




SLIDE MASTER – COVERPAGE
2010 Strategy: Learn Re-Tweet Optimization



SLIDE MASTER – COVERPAGE




             www.slideshare.net/danzarrella/the...
Social & Search Are Driving Traffic
SLIDE MASTER – COVERPAGE

    That Doesn‟t Convert on the First Visit
2010 Strategy: Get Full Lifecycle Analytics



SLIDE MASTER – COVERPAGE
Or You‟ll Never Know
              Which Source Sent Value


SLIDE MASTER – COVERPAGE
QDF & News Results
SLIDE MASTER – COVERPAGE
QDF Getting Faster



SLIDE MASTER – COVERPAGE


   Ranking within
    a few hours
2010 Strategy: Break News First



SLIDE MASTER – COVERPAGE
News Results More Open



SLIDE MASTER – COVERPAGE




                                  They’ll let anyone
              ...
News Results More Open



SLIDE MASTER – COVERPAGE




                              Also, I really want to see
          ...
2010 Strategy: Become a News Source



SLIDE MASTER – COVERPAGE




     www.google.com/support/news_pub/bin/answer.py?hl=...
2010 Strategy: Be a Scout

     • Keep potential news / PR pieces ready
     • Be a leader – control the conversation
SLID...
Personalized Results
SLIDE MASTER – COVERPAGE
Personalization by Default
      Only one chance at a 1st impression


SLIDE MASTER – COVERPAGE
We Trust Each Other
          We Don‟t Trust Mega-Corp

   • 14% say they generally trust ads
SLIDE MASTER – COVERPAGE
   ...
The Entrance of Social Results



SLIDE MASTER – COVERPAGE
2010 Strategy: Get Your Users Clicking



SLIDE MASTER – COVERPAGE
2010 Strategy: Get Your Users Connected



SLIDE MASTER – COVERPAGE
Local Search
SLIDE MASTER – COVERPAGE
More Queries w/Local Results



SLIDE MASTER – COVERPAGE
2010 Strategy: Get Local Listings



SLIDE MASTER – COVERPAGE
2010 Strategy: Get Local Listings Right


                  Very
                Important
SLIDE MASTER – COVERPAGE




  ...
Facebook‟s Dominance
SLIDE MASTER – COVERPAGE
People Spending More Time on Facebook



SLIDE MASTER – COVERPAGE




                5.5% of all Time Online Spent on Fac...
Facebook as a Business Network



SLIDE MASTER – COVERPAGE
2010 Strategy: Run Facebook Ads



SLIDE MASTER – COVERPAGE
2010 Strategy: Get a Profile + Fans



SLIDE MASTER – COVERPAGE
2010 Strategy: Don‟t Ignore Vertical SMM



SLIDE MASTER – COVERPAGE
The Web‟s Shifting Link Graph
SLIDE MASTER – COVERPAGE
Links Becoming Tweets & Status Updates

    SORRY I ATE
      YOUR LINK
         GRAPH!
SLIDE MASTER – COVERPAGE
2010 Strategy: Become Relevant to
              Social Media Users


SLIDE MASTER – COVERPAGE
2010 Strategy: Analyse What Readers Read


   • The brain loses attention after 10 minutes
      in class
SLIDE MASTER – C...
2010 Strategy: Get an Audit


   • Get a landing page optimization audit
   • MASTER – COVERPAGE
SLIDE A/B and multivariat...
Linkerati Getting Stingier



SLIDE MASTER – COVERPAGE
2010 Strategy: Share & You Will Get More



SLIDE MASTER – COVERPAGE
Post Click – Conversion Optimization
SLIDE MASTER – COVERPAGE
1. Testimonials

         Placing a testimonial on your
         final conversion page can reduce
SLIDE MASTER – COVERPAGE...
2.Videos

         Adding a video from the founder of
         the company can increase your
SLIDE MASTER – COVERPAGE
    ...
3. Badges

         Placing a Better Business Bureau
         logo or other comfort related
SLIDE MASTER – COVERPAGE
     ...
4. Showing Off

         Placing INC 500, Deloitte, Fast 500
         and similar badges on your site can
         decreas...
5. Opt-In Box


         Placing a testimonial below your
SLIDE MASTER – COVERPAGE can increase opt-ins by
         option...
6. Audio Testimonials

         Adding audio testimonials below
         tangible products can increase
SLIDE MASTER – COV...
7. Lucky Number 7

         Having your price points end with
         “7” can increase conversions by up
SLIDE MASTER – C...
8. 1-800 Number


         Having a toll free number in
         addition to a local phone number
SLIDE MASTER – COVERPAGE...
9. Money Back Guarantee

         Using a 45 day money back
         guarantee instead of a 30 day
SLIDE MASTER – COVERPAG...
10. Red Text

         Having red text on a squeeze page
         (lead gen) can increase conversions
SLIDE MASTER – COVER...
+ 1 more. Live Chat

         Add a live chat to your website can
         increase conversions between 5-
         13%
SL...
Gillian@seomoz.org
                           @SEOmom


SLIDE MASTER – COVERPAGE



        Use code: WHITEHAT2010
       ...
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Opportunities in the future of search marketing by Gillian Gillian Muessig (SEOMOZ)

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Gillian Muessig is the president of SEOMOZ she shared her expertise and thoughts with the audience of India Search Summit on the "Changing Landscape of SEO" on 29th August 2010 in Chennai

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Opportunities in the future of search marketing by Gillian Gillian Muessig (SEOMOZ)

  1. 1. How Search is Evolving SLIDE MASTER – COVERPAGE & How to Keep Up Gillian Muessig – August 2010
  2. 2. SEO is Still About Building Content Geared Towards Searcher's Interests SLIDE MASTER – COVERPAGE
  3. 3. Building Search-Engine Friendly Sites & Pages SLIDE MASTER – COVERPAGE
  4. 4. It‟s About Marketing & Converting Online SLIDE MASTER – COVERPAGE
  5. 5. ...and PPC & Banner Ads SLIDE MASTER – COVERPAGE
  6. 6. But Now, There‟s More Organic SEO SLIDE MASTER – COVERPAGE MMM CRO SMM SCM CRM thru SMM Local
  7. 7. Change = Opportunity SLIDE MASTER – COVERPAGE
  8. 8. The PPC / SEO Disconnect SLIDE MASTER – COVERPAGE - Eye Tracking Data Source: Enquiro
  9. 9. The PPC/SEO Disconnect  PPC spend = 92% of Internet marketing dollars  <10% of all clicks are made on PPC ads SLIDE MASTER – COVERPAGE  Organic clicks yield >90% of all traffic  8% of all SEM spend is spent on SEO
  10. 10. Stats SLIDE MASTER – COVERPAGE Gillian Muessig – August 2010
  11. 11. Google‟s Global Share: Still Dominating SLIDE MASTER – COVERPAGE
  12. 12. 2010 Monthly Trending Search Engines Market Share / Usage Trend SLIDE MASTER – COVERPAGE
  13. 13. SLIDE MASTER – COVERPAGE
  14. 14. iPhone MarketShare: India SLIDE MASTER – COVERPAGE
  15. 15. Social Media comprises the top 10 most popular searches in the world SLIDE MASTER – COVERPAGE
  16. 16. Top Social Networking Sites in India Total India - Age 15+, Home & Work Total Unique Visitors (000) Source: comScore Media Metrix Jul 2009 Jul 2010 % Change Total Internet : Total Audience 35,028 39,562 13 Social Networking 23,255 33,158 43 Facebook.com 7,472 20,873 179 Orkut 17,069 19,871 16 SLIDE MASTER – COVERPAGE Bharatstudent.com 4,292 4,432 3 Yahoo! Pulse N/A 3,507 N/A Twitter 984 3,341 239 LinkedIn.com N/A 3,267 N/A Zedge.net 1,767 3,206 81 Ibibo.com 1,562 2,960 89 Yahoo! Buzz 542 1,807 233 Shtyle.fm 407 1,550 281
  17. 17. Online Marketing With Offline Conversions • ~$917 billion worth of retail sales last year were “web-influenced” SLIDE MASTER – COVERPAGE • Online + web-influenced offline sales = 42% of total retail sales • By 2014, the web will influence = 53% Forrester Research March 2010
  18. 18. The Future of SLIDE MASTER – COVERPAGE Search Marketing Gillian Muessig – August 2010 Gillian Muessig – August 2010
  19. 19. Traditional Search SLIDE MASTER – COVERPAGE is Not Going Away Gillian Muessig – August 2010
  20. 20. But There Are More Options SLIDE MASTER – COVERPAGE
  21. 21. Mobile Marketing Is Growing • Rail tickets predicted to be delivered to mobile phones in 2010 : 2 billion; in 2014 : 15 billion SLIDE MASTER – COVERPAGE 16 14 12 10 8 6 4 2 0 2010 2015
  22. 22. Everywhere • >890mm web enabled mobile phones will ship in 2010 SLIDE MASTER – COVERPAGE • 1.2mm per month in India alone - Source: Juniper Research, February 2010
  23. 23. And It‟s Paying Off • >90% web enabled mobile phone owners SLIDE MASTER – COVERPAGE have made a purchase with their phone - Source: Juniper Research, February 2010
  24. 24. Everywhere • >47% purchased while „on the go‟ SLIDE MASTER – COVERPAGE - Source: Juniper Research, February 2010
  25. 25. Market Demand Is Driving Mobile Marketing SLIDE MASTER – COVERPAGE Source: MarketCharts.com, 2010
  26. 26. 2010 Strategy: Diversify Traffic Sources SLIDE MASTER – COVERPAGE
  27. 27. Early Social Media SLIDE MASTER – COVERPAGE Source: Wikipedia
  28. 28. Social Media Leverages Technology SLIDE MASTER – COVERPAGE Source: evansavenue.files.wordpress.com
  29. 29. Again SLIDE MASTER – COVERPAGE Source: FredCavazza.net
  30. 30. … and Again SLIDE MASTER – COVERPAGE Source: FredCavazza.net
  31. 31. …and Again SLIDE MASTER – COVERPAGE
  32. 32. Aug 26, 2010 facebook overtakes orkut in India SLIDE MASTER – COVERPAGE
  33. 33. Social Media in Gaming SLIDE MASTER – COVERPAGE Source: Evan Fishkin, Portent Interactive, March 2010
  34. 34. I still don‟t care! Why Should I, My Customers, SLIDE MASTER – COVERPAGE or My Boss Care About This Social Media Stuff?
  35. 35. Social Media Marketing SLIDE MASTER – COVERPAGE officially became more popular than pornography in 2007.
  36. 36. Gillette Mach3 IGC 2010 set to become the WORLD‟s biggest online gaming championship SLIDE MASTER – COVERPAGE
  37. 37. SLIDE MASTER – COVERPAGE
  38. 38. Local Marketing: Gold in the LongTail SLIDE MASTER – COVERPAGE Kelsey Group, March 2010
  39. 39. Local Search on the Road - UBL SLIDE MASTER – COVERPAGE Source: AimClear.com 2008
  40. 40. Social – Mobile – Local Power Triumvirate SLIDE MASTER – COVERPAGE
  41. 41. What Runs the Triumvirate? Deep databases SLIDE MASTER – COVERPAGE
  42. 42. What Can The Data Tell You? • Where your customers frequent. When • How frequently. With whom • What deals make them move/change • Their interests SLIDE MASTER – COVERPAGE • Their purchasing ability • Daily, weekly, monthly buying patterns • That your customer searched for your product • Whether they exercise, drink tea, smoke have trouble sleeping, work 2 jobs…
  43. 43. What Have We Done?! SLIDE MASTER – COVERPAGE
  44. 44. SLIDE MASTER – COVERPAGE
  45. 45. Search Marketing Choices SLIDE MASTER – COVERPAGE
  46. 46. Mobile Search SLIDE MASTER – COVERPAGE
  47. 47. The Web is becoming mobile SLIDE MASTER – COVERPAGE
  48. 48. Consumption on Mobile Browsers Up SLIDE MASTER – COVERPAGE
  49. 49. More Transactions on Browsers SLIDE MASTER – COVERPAGE
  50. 50. 2010 Strategy: Mobile Sitemaps SLIDE MASTER – COVERPAGE
  51. 51. 2010 Strategy: Deprecate Beautifully SLIDE MASTER – COVERPAGE
  52. 52. 2010 Strategy: Test Mobile Apps SLIDE MASTER – COVERPAGE
  53. 53. 2010 Strategy: Adopt the Right Tech Early SLIDE MASTER – COVERPAGE www.squareup.com
  54. 54. Real Time Search SLIDE MASTER – COVERPAGE
  55. 55. Twitter Search SLIDE MASTER – COVERPAGE
  56. 56. Tweets in Google‟s Results SLIDE MASTER – COVERPAGE
  57. 57. Google Suggest – powered by tweets SLIDE MASTER – COVERPAGE
  58. 58. 2010 Strategy: Twitter CRM SLIDE MASTER – COVERPAGE
  59. 59. 2010 Strategy: Set Up Tracking SLIDE MASTER – COVERPAGE
  60. 60. 2010 Strategy: Control the Conversation SLIDE MASTER – COVERPAGE
  61. 61. 2010 Strategy: Learn Re-Tweet Optimization SLIDE MASTER – COVERPAGE www.slideshare.net/danzarrella/the-science-of-re-tweets
  62. 62. Social & Search Are Driving Traffic SLIDE MASTER – COVERPAGE That Doesn‟t Convert on the First Visit
  63. 63. 2010 Strategy: Get Full Lifecycle Analytics SLIDE MASTER – COVERPAGE
  64. 64. Or You‟ll Never Know Which Source Sent Value SLIDE MASTER – COVERPAGE
  65. 65. QDF & News Results SLIDE MASTER – COVERPAGE
  66. 66. QDF Getting Faster SLIDE MASTER – COVERPAGE Ranking within a few hours
  67. 67. 2010 Strategy: Break News First SLIDE MASTER – COVERPAGE
  68. 68. News Results More Open SLIDE MASTER – COVERPAGE They’ll let anyone in nowadays
  69. 69. News Results More Open SLIDE MASTER – COVERPAGE Also, I really want to see SEO predictions from 1920-1929
  70. 70. 2010 Strategy: Become a News Source SLIDE MASTER – COVERPAGE www.google.com/support/news_pub/bin/answer.py?hl=en&answer=40787
  71. 71. 2010 Strategy: Be a Scout • Keep potential news / PR pieces ready • Be a leader – control the conversation SLIDE MASTER – COVERPAGE
  72. 72. Personalized Results SLIDE MASTER – COVERPAGE
  73. 73. Personalization by Default Only one chance at a 1st impression SLIDE MASTER – COVERPAGE
  74. 74. We Trust Each Other We Don‟t Trust Mega-Corp • 14% say they generally trust ads SLIDE MASTER – COVERPAGE • 74% say they generally trust peers – This is especially true of health related issues
  75. 75. The Entrance of Social Results SLIDE MASTER – COVERPAGE
  76. 76. 2010 Strategy: Get Your Users Clicking SLIDE MASTER – COVERPAGE
  77. 77. 2010 Strategy: Get Your Users Connected SLIDE MASTER – COVERPAGE
  78. 78. Local Search SLIDE MASTER – COVERPAGE
  79. 79. More Queries w/Local Results SLIDE MASTER – COVERPAGE
  80. 80. 2010 Strategy: Get Local Listings SLIDE MASTER – COVERPAGE
  81. 81. 2010 Strategy: Get Local Listings Right Very Important SLIDE MASTER – COVERPAGE Important
  82. 82. Facebook‟s Dominance SLIDE MASTER – COVERPAGE
  83. 83. People Spending More Time on Facebook SLIDE MASTER – COVERPAGE 5.5% of all Time Online Spent on Facebook
  84. 84. Facebook as a Business Network SLIDE MASTER – COVERPAGE
  85. 85. 2010 Strategy: Run Facebook Ads SLIDE MASTER – COVERPAGE
  86. 86. 2010 Strategy: Get a Profile + Fans SLIDE MASTER – COVERPAGE
  87. 87. 2010 Strategy: Don‟t Ignore Vertical SMM SLIDE MASTER – COVERPAGE
  88. 88. The Web‟s Shifting Link Graph SLIDE MASTER – COVERPAGE
  89. 89. Links Becoming Tweets & Status Updates SORRY I ATE YOUR LINK GRAPH! SLIDE MASTER – COVERPAGE
  90. 90. 2010 Strategy: Become Relevant to Social Media Users SLIDE MASTER – COVERPAGE
  91. 91. 2010 Strategy: Analyse What Readers Read • The brain loses attention after 10 minutes in class SLIDE MASTER – COVERPAGE • You lose readers after 10 seconds online
  92. 92. 2010 Strategy: Get an Audit • Get a landing page optimization audit • MASTER – COVERPAGE SLIDE A/B and multivariate test everything
  93. 93. Linkerati Getting Stingier SLIDE MASTER – COVERPAGE
  94. 94. 2010 Strategy: Share & You Will Get More SLIDE MASTER – COVERPAGE
  95. 95. Post Click – Conversion Optimization SLIDE MASTER – COVERPAGE
  96. 96. 1. Testimonials Placing a testimonial on your final conversion page can reduce SLIDE MASTER – COVERPAGE abandonment by up to 16%.
  97. 97. 2.Videos Adding a video from the founder of the company can increase your SLIDE MASTER – COVERPAGE leads by up to 17%.
  98. 98. 3. Badges Placing a Better Business Bureau logo or other comfort related SLIDE MASTER – COVERPAGE badges, such as hacker safe, on your website can increase conversions by up to 3%.
  99. 99. 4. Showing Off Placing INC 500, Deloitte, Fast 500 and similar badges on your site can decrease conversions SLIDE MASTER – COVERPAGE by up to 2%.
  100. 100. 5. Opt-In Box Placing a testimonial below your SLIDE MASTER – COVERPAGE can increase opt-ins by option box up to 9%.
  101. 101. 6. Audio Testimonials Adding audio testimonials below tangible products can increase SLIDE MASTER – COVERPAGE conversions by up to 6% and 4% on virtual goods.
  102. 102. 7. Lucky Number 7 Having your price points end with “7” can increase conversions by up SLIDE MASTER – COVERPAGE to 6%.
  103. 103. 8. 1-800 Number Having a toll free number in addition to a local phone number SLIDE MASTER – COVERPAGE can increase sales by up to 8%.
  104. 104. 9. Money Back Guarantee Using a 45 day money back guarantee instead of a 30 day SLIDE MASTER – COVERPAGE money back guarantee can reduce returns by up to 21%.
  105. 105. 10. Red Text Having red text on a squeeze page (lead gen) can increase conversions SLIDE MASTER – COVERPAGE by up to 13% and having red text on an ecommerce site can reduce conversions by up to 16%.
  106. 106. + 1 more. Live Chat Add a live chat to your website can increase conversions between 5- 13% SLIDE MASTER – COVERPAGE
  107. 107. Gillian@seomoz.org @SEOmom SLIDE MASTER – COVERPAGE Use code: WHITEHAT2010 25% discount For more information, visit us at www.seomoz.org All Content and Intellectual Property is under Copyright Protection, SEOmoz 1996-2010
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