Rand Fishkin SLC SEM 2012
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Rand Fishkin SLC SEM 2012

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Rand Fishkin of SEOMOZ speaks at SLCSEM.org

Rand Fishkin of SEOMOZ speaks at SLCSEM.org

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    Rand Fishkin SLC SEM 2012 Rand Fishkin SLC SEM 2012 Presentation Transcript

    • Choose Tall Men(and short women) http://bit.ly/choosetallmen Rand Fishkin | @randfish | SLCSEM
    • Let’s talk about dating…http://blog.okcupid.com/index.php/your-looks-and-online-dating/
    • Here’s the problem
    • Height Is Holding You Back…As women’s height rises, messages drop (the opposite is true for men):http://blog.okcupid.com/index.php/the-biggest-lies-in-online-dating/
    • Height Is Holding You Back…Not only is height a poor, arbitrary limitation, most lie about it:http://blog.okcupid.com/index.php/the-biggest-lies-in-online-dating/
    • Remove the Irrational BiasAnd You Can Get Every Other Criteria You Want, Fulfilled
    • Let’s Apply This Principle to the Marketing World
    • 8 Irrational Biases(and how your inbound marketing can benefit by rejecting them)
    • Bias #1: Ranking Position is All That Mattershttp://www.seomoz.org/blog/mission-imposserpble-establishing-clickthrough-rates
    • CTR is Influenced By More than Position
    • CTR is Influenced By More than Position Star Ratings, Reviews & Price Author Photo Date of Publication Video Snippet
    • Start w/ Great Titles, Meta Descriptions & URLs Terrible ExcellentSnippet Testing Tool: http://www.google.com/webmasters/tools/richsnippets
    • Profile Pics = CTR BoostRel=Author Guide from AJ Kohn: http://www.blindfiveyearold.com/how-to-implement-rel-author
    • Video XML Sitemaps = CTR BoostVideo SEO Guide from Wistia: http://wistia.com/doc/video-seo
    • Rich Snippets: High Value in the Right NichesVisual Rich Snippet Guide: http://www.seomoz.org/blog/a-visual-guide-to-rich-snippets
    • Bias #2: SEO is About Ranking for the “Money” Keywords
    • The Chunky Middle & Long Tail Are Amazing
    • Google Wants the Head for Themselves
    • Google Wants the Head for Themselves The only non-Google link (barely) visible without scrolling
    • Regular Content + UGC = Long Tail SuccessTens of thousands of pages of content created byprofessional marketers (our writers and those who ask Q+A)
    • Bias #3: AdWords is All The Keyword Research You Need
    • Search Suggest Is a Great Keyword Research Tool
    • Search Suggest Is a Great Keyword Research ToolGreat tool for grabbing search suggest data: http://ubersuggest.org
    • Google News: Research the Undiscovered Keywords In the next 1-5 days, these will all have significant search volume
    • Social Media Leads to Queries
    • Tools for Tracking Social: PopURLshttp://search.popurls.com/
    • Tools for Tracking Social: Topsyhttp://topsy.com/s?q=dublin
    • Bias #4: My Site is the Only Place to Do SEO
    • Controlling Brand SERPs Matters
    • Earning Rankings on Other Sites May Be Easier
    • Dominating SERPs is a Powerful Tactic
    • Consider SEO for Your Profiles & Content on these Sites, Too. RUsers: 90mm 900mm 200mm 120mm 120mm 10mmUsers: 15mm Millions 14mm 7.5mm 18mm
    • Bias #5: Social Sharing is Fire & Forget
    • What You Say and How Matters
    • Timing Matters At the highest point, only ~6.5% of my followers are online, which means only 4,514 of my 69,458 followers could possibly see a tweet.Via http://followerwonk.com
    • Repetition Matters The 3.5% online at night are almost certainly not the same as the 6.7% online in the morning.Via http://followerwonk.com
    • Link Placement MattersURL at the end & hash URL in the center of text blocks, no tag next to the URL usernames or hashes around it
    • Hashtags & Mentions MatterUsing the event hashtag will get Mentioning me makes it in front of IFBC attendees sure I see it, which might mean I RT
    • Snippets Matter in Google+ Not a great image (4:3style format works best) Comes from title & meta description
    • Snippets Matter on Facebook When @jennita (Moz’s community manager) shares content on Facebook, she’ll often upload an individual image from the post to make it better stand out in the Facebook timeline
    • Bias #6: There’s No Simple Way to Increase Traffic
    • Site Speed Optimization: Simple. Data from @jcolman of REIhttp://www.slideshare.net/jcolman/web-performance-optimization-the-silver-bullet-of-seo-and-ux
    • 404, 500 & 302 Fixes: Simple.http://google.com/webmasters and/or http://pro.seomoz.org can help ID these
    • Re-targeting: Simple. Increases Traffic.Best retargeting providers?http://www.seomoz.org/blog/comparing-the-top-4-retargeting-companies
    • Sharing New Content on Each Network. Simple.
    • Bias #7: CRO is about testing variations of content and design
    • I want more people who visit the site to subscribe via email From my blog: http://moz.com/rand/
    • A) More People Visiting B) HigherConversion Rate
    • Let’s Improve the Call to Action! This must be the problem!
    • A/B TestingWe’ll show half our visitors one and half the other, and get a winner
    • Multivariate Testing We’ll show each version to a percentage of visitors and find a winner
    • We Can Test Everything! Location on Page Display Width Box Color Address Verification Social Proof Inclusion Different Versions Based on User BehaviorLoading After the Page Changing Messaging on Call-to-Action Copy Different Types of Pages/Posts
    • That’s Not CRO
    • What if this isn’t the problem?
    • What if this is?
    • What if this guy is?
    • Likability Design Branding Historical Experiences Trust Social ProofWord of Mouth Associations UX CONVERSION DECISION Price (it’s a complex process) CTAs ProcessCopywriting Word of Mouth Timing Amount of Pain Effort Required Discovery Path
    • Likability Design Branding Historical Experiences Trust Social ProofWord of Mouth Associations UX WHICH OF THESE IS THE Price CTAs REAL ISSUE? ProcessCopywriting Word of Mouth Timing Amount of Pain Effort Required Discovery Path
    • Ask Smart Questions to the Right Never Taken a People Took the Free Trial Took the Free Free Trial But Left Trial and StayedWhat are you seeking What are you seeking What made you take What made you take What initially made What initially madefrom SEOmoz? What’s from SEOmoz? What’s the free trial? the free trial? you want SEOmoz? you want SEOmoz?brought you back? brought you back? What objections did What objections did What objections did What objections didWhat would make youWhat would make you you have and how did you have and how did you have and how did you have and how didmore likely to sign up?more likely to sign up? you overcome them? you overcome them? you overcome them? you overcome them?What are your biggest What are your biggest What caused you to What caused you to What’s been most What’s been mostobjections to signup? objections to signup? cancel subscription? cancel subscription? valuable to you? valuable to you? What would have made What would have made Had success w/ Moz? Had success w/ Moz? you stay a subscriber? you stay a subscriber? Can we share? Can we share?
    • This is How the Pros Do It: Boom. From Conversion Rate Experts’ case study (which is definitely worth a read): http://www.conversion-rate-experts.com/crazy-egg-case-study/
    • This is How the Pros Do It: Boom. And Shakalaka. From Conversion Rate Experts’ case study (which is definitely worth a read): http://www.conversion-rate-experts.com/crazy-egg-case-study/
    • This process made SEOmoz $1mm inadditional revenue in 2009, when we desperately needed it. CRE detailed their results with us here: http://www.conversion-rate- experts.com/seomoz-case-study/
    • Bias #8: Ranking in Google Means Creating an Optimized Website
    • Scale of ROI from SEO Activities Over Time 2004-2009 2004-2009 2010-present 2010-presentHighest Value Make the website’s pages Make the website’s pages Create content people Create content people accessible to engines accessible to engines want to consume & share want to consume & share Build links to individual Build links to individual Make the website’s pages Make the website’s pages URLs for higher rankings URLs for higher rankings accessible to engines accessible to engines Optimize on-page Optimize on-page Optimize on-page Optimize on-page keyword usage/targeting keyword usage/targeting keyword usage/targeting keyword usage/targeting Create content people Create content people Optimize metadata, Optimize metadata, want to consume & share want to consume & share schema, rich snippets, etc schema, rich snippets, etc Optimize metadata, Optimize metadata, Build links to individual Build links to individualLowest Value schema, rich snippets, etc schema, rich snippets, etc URLs for higher rankings URLs for higher rankings
    • Scale of ROI from SEO Activities Over Time 2010-present 2010-present Google’s Dream Google’s DreamHighest Value Create content people Create content people Build a brand that searchers will want to consume & share want to consume & share positively associate w/ the niche Make the website’s pages Make the website’s pages Create content people Create content people accessible to engines accessible to engines want to consume & share want to consume & share Optimize on-page Optimize on-page Make the website’s pages Make the website’s pages keyword usage/targeting keyword usage/targeting accessible to engines accessible to engines Optimize metadata, Optimize metadata, Optimize metadata, Optimize metadata, schema, rich snippets, etc schema, rich snippets, etc schema, rich snippets, etc schema, rich snippets, etc Build links to individual Build links to individual Optimize on-page Optimize on-pageLowest Value URLs for higher rankings URLs for higher rankings keyword usage/targeting keyword usage/targeting
    • Google Doesn’t Want to Rank “Websites”Google Wants to Rank “Brands”
    • Remove Irrational Biases. Win at Marketing.
    • Choose Tall Men (and short women)http://bit.ly/choosetallmen • Email: rand@seomoz.org • Tweet: @randfish • Blog: moz.com/rand