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/i...
Height Is Holding You Back…Not only is height a poor, arbitrary limitation, most lie about it:http://blog.okcupid.com/inde...
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                           ...
Start w/ Great Titles, Meta Descriptions & URLs  Terrible ExcellentSnippet Testing Tool: http://www.google.com/webmasters/...
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-...
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) visib...
Regular Content + UGC = Long Tail SuccessTens of thousands of pages of content created byprofessional marketers (our write...
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           ...
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       ...
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 followe...
Repetition Matters  The 3.5% online at night are almost certainly not    the same as the 6.7% online in the morning.Via ht...
Link Placement MattersURL at the end & hash   URL in the center of text blocks, no tag next to the URL     usernames or ha...
Hashtags & Mentions MatterUsing the event hashtag will get   Mentioning me makes it in front of IFBC attendees      sure I...
Snippets Matter in Google+ Not a great image (4:3style format works best)                            Comes from title &   ...
Snippets Matter on Facebook                       When @jennita (Moz’s                        community manager)          ...
Bias #6: There’s No Simple Way to         Increase Traffic
Site Speed Optimization: Simple.                            Data from @jcolman of REIhttp://www.slideshare.net/jcolman/web...
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-retarget...
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 Inc...
That’s Not CRO
What if this isn’t the problem?
What if this is?
What if this guy is?
Likability                                      Design     Branding                                                       ...
Likability                                      Design   Branding                                                         ...
Ask Smart Questions to the Right  Never Taken a   People                Took the Free Trial Took the Free     Free Trial  ...
This is How the Pros Do It:                                                     Boom.      From Conversion Rate Experts’ c...
This is How the Pros Do It:                                                     Boom.                                     ...
This process made SEOmoz $1mm inadditional revenue in 2009, when we       desperately needed it.        CRE detailed their...
Bias #8: Ranking in Google Means  Creating an Optimized Website
Scale of ROI from SEO Activities Over Time                 2004-2009                 2004-2009                   2010-pres...
Scale of ROI from SEO Activities Over Time               2010-present               2010-present                  Google’s...
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.co...
Rand Fishkin SLC SEM 2012
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

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Rand Fishkin SLC SEM 2012

  1. 1. Choose Tall Men(and short women) http://bit.ly/choosetallmen Rand Fishkin | @randfish | SLCSEM
  2. 2. Let’s talk about dating…http://blog.okcupid.com/index.php/your-looks-and-online-dating/
  3. 3. Here’s the problem
  4. 4. 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/
  5. 5. 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/
  6. 6. Remove the Irrational BiasAnd You Can Get Every Other Criteria You Want, Fulfilled
  7. 7. Let’s Apply This Principle to the Marketing World
  8. 8. 8 Irrational Biases(and how your inbound marketing can benefit by rejecting them)
  9. 9. Bias #1: Ranking Position is All That Mattershttp://www.seomoz.org/blog/mission-imposserpble-establishing-clickthrough-rates
  10. 10. CTR is Influenced By More than Position
  11. 11. CTR is Influenced By More than Position Star Ratings, Reviews & Price Author Photo Date of Publication Video Snippet
  12. 12. Start w/ Great Titles, Meta Descriptions & URLs Terrible ExcellentSnippet Testing Tool: http://www.google.com/webmasters/tools/richsnippets
  13. 13. Profile Pics = CTR BoostRel=Author Guide from AJ Kohn: http://www.blindfiveyearold.com/how-to-implement-rel-author
  14. 14. Video XML Sitemaps = CTR BoostVideo SEO Guide from Wistia: http://wistia.com/doc/video-seo
  15. 15. Rich Snippets: High Value in the Right NichesVisual Rich Snippet Guide: http://www.seomoz.org/blog/a-visual-guide-to-rich-snippets
  16. 16. Bias #2: SEO is About Ranking for the “Money” Keywords
  17. 17. The Chunky Middle & Long Tail Are Amazing
  18. 18. Google Wants the Head for Themselves
  19. 19. Google Wants the Head for Themselves The only non-Google link (barely) visible without scrolling
  20. 20. Regular Content + UGC = Long Tail SuccessTens of thousands of pages of content created byprofessional marketers (our writers and those who ask Q+A)
  21. 21. Bias #3: AdWords is All The Keyword Research You Need
  22. 22. Search Suggest Is a Great Keyword Research Tool
  23. 23. Search Suggest Is a Great Keyword Research ToolGreat tool for grabbing search suggest data: http://ubersuggest.org
  24. 24. Google News: Research the Undiscovered Keywords In the next 1-5 days, these will all have significant search volume
  25. 25. Social Media Leads to Queries
  26. 26. Tools for Tracking Social: PopURLshttp://search.popurls.com/
  27. 27. Tools for Tracking Social: Topsyhttp://topsy.com/s?q=dublin
  28. 28. Bias #4: My Site is the Only Place to Do SEO
  29. 29. Controlling Brand SERPs Matters
  30. 30. Earning Rankings on Other Sites May Be Easier
  31. 31. Dominating SERPs is a Powerful Tactic
  32. 32. Consider SEO for Your Profiles & Content on these Sites, Too. RUsers: 90mm 900mm 200mm 120mm 120mm 10mmUsers: 15mm Millions 14mm 7.5mm 18mm
  33. 33. Bias #5: Social Sharing is Fire & Forget
  34. 34. What You Say and How Matters
  35. 35. 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
  36. 36. 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
  37. 37. 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
  38. 38. 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
  39. 39. Snippets Matter in Google+ Not a great image (4:3style format works best) Comes from title & meta description
  40. 40. 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
  41. 41. Bias #6: There’s No Simple Way to Increase Traffic
  42. 42. Site Speed Optimization: Simple. Data from @jcolman of REIhttp://www.slideshare.net/jcolman/web-performance-optimization-the-silver-bullet-of-seo-and-ux
  43. 43. 404, 500 & 302 Fixes: Simple.http://google.com/webmasters and/or http://pro.seomoz.org can help ID these
  44. 44. Re-targeting: Simple. Increases Traffic.Best retargeting providers?http://www.seomoz.org/blog/comparing-the-top-4-retargeting-companies
  45. 45. Sharing New Content on Each Network. Simple.
  46. 46. Bias #7: CRO is about testing variations of content and design
  47. 47. I want more people who visit the site to subscribe via email From my blog: http://moz.com/rand/
  48. 48. A) More People Visiting B) HigherConversion Rate
  49. 49. Let’s Improve the Call to Action! This must be the problem!
  50. 50. A/B TestingWe’ll show half our visitors one and half the other, and get a winner
  51. 51. Multivariate Testing We’ll show each version to a percentage of visitors and find a winner
  52. 52. 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
  53. 53. That’s Not CRO
  54. 54. What if this isn’t the problem?
  55. 55. What if this is?
  56. 56. What if this guy is?
  57. 57. 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
  58. 58. 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
  59. 59. 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?
  60. 60. 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/
  61. 61. 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/
  62. 62. 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/
  63. 63. Bias #8: Ranking in Google Means Creating an Optimized Website
  64. 64. 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
  65. 65. 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
  66. 66. Google Doesn’t Want to Rank “Websites”Google Wants to Rank “Brands”
  67. 67. Remove Irrational Biases. Win at Marketing.
  68. 68. Choose Tall Men (and short women)http://bit.ly/choosetallmen • Email: rand@seomoz.org • Tweet: @randfish • Blog: moz.com/rand
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