Thinking Outside the Black Box
It’s not magic, it’s inbound marketing!
International Program Management Conference. June 2...
@tresnik
@tresnik
@tresnik
@tresnik
Hello, I am a Black Box. This is
where MAGIC happens.
@tresnik
What I am going to
show you today IS NOT
MAGIC
@tresnik
Inbound marketing is not magic, this is…
@tresnik
Today’s Topics
 Inbound vs. Interruption
 Why search is so important
 20 not-so-magical, yet practical,
tips
...
@tresnik
Inbound is:
Relevant
Search is responsible for 90% of the clicks on the web
@tresnik
Interruption is:
distracting
Average click-through rate for a banner ad is .016%
@tresnik
Inbound is:
Inspiring
What’s the click-through rate here?
@tresnik
Interruption
is: irrelevant
12,000 press release per month on PR Newswire
@tresnik
Inbound is:
Earned
Generates momentum, long lasting
@tresnik
Interruption
can be:
ironic?
Is it contextual, or just more noise? You see 5,000 ads per day
@tresnik
Paid Search = 25% of clicks
Organic Search = 75% of clicks
@tresnikMore than 50% of search result pages have no paid ads at all
@tresnik
Outbound Inbound
Cost Static with scale Upfront costs, scales with
proper optimization
Time Instant results Delay...
@tresnik
Inbound marketing is not magic, this is…
@tresnik
Today’s Topics
 Inbound vs. Interruption
 Why search is so important
 20 not-so-magical, yet practical,
tips
...
@tresnik21
@tresnik22
@tresnik
@tresnik24
@Moz
@tresnik
25
@tresnik
Inbound marketing is not magic, this is…
@tresnik
Today’s Topics
 Inbound vs. Interruption
 Why search is so important
 20 not-so-magical, yet practical,
tips
...
@tresnik
SEO Plan
Content
Technology
Audience
@tresnik
90% of your SEO
effort should be on
content and
audience…
@tresnik
“(Wordpress) is a fantastic piece of software, it makes your site easily
crawlable by search engines, solves some...
@tresnikhttp://drupal.org/, http://joomla.com and http://www.squarespace.com are all good choices if Wordpress isn’t a mat...
@tresnik
I wouldn’t recommend these platforms as a first choice for SEO-friendly blogging, though some (like
TypePad and E...
@tresnikhttp://yoast.com/articles/wordpress-seo/ - I also recommend the Yoast plugin “Wordpress SEO”
@tresnik
Title
Headline
URL
Links and Captions
META Description
Body Content
@tresnikThe three major on-page focal points: Title, Description, Headline
Headline (H1)
META Title
META Description
@tresnik
HTML Title and META Description are Important for Search H1 for
Google News
Headline (H1)
META Title
META Descrip...
@tresnik
@tresnikBad H1 logic kills your chance in Google News
Inside Student Blog
1. Won’t show up
in results
because it is not
a ...
@tresnik
@tresnikhttp://google.com/webmasters - can help you diagnose and repair issues w/ your site
@tresnikhttp://google.com/analytics - track how visitors get to you and what they do on your site
@tresnikhttp://feedburner.com – create RSS feeds and track your subscribers and clicks
@tresnikhttp://bit.ly – great for determining which shares your fans/followers really enjoy
@tresnikhttp://moz.com – great for bigger sites and more experienced SEOs
@tresnik
Inbound marketing is not magic, this is…
@tresnik
* Credit Wil Reynolds (@wilreynolds) with the
catchy phrase
@tresnik
Resist! Don’t do it!
@tresnik
@tresnik
Lead with a space
@tresnikWHO, WHAT, WHERE, WHY, WHEN and HOW
@tresnikWHO, WHAT, WHERE, WHY, WHEN and HOW
@tresnik
All-in-one auto-suggest tool: www.soovle.com
@tresnik
@tresnik
http://www.google.com/trends/explore
@tresnik
Less competition,
similar popularity.
Go with this one.
https://moz.com/researchtools/keywords/
@tresnik
@tresnik
@tresnik
@tresnik
@tresnik
Blogger
Has kids
A lot of followers
Is a promoter
@tresnik
@tresnik
@tresnik
Inbound marketing is not magic, this is…
@tresnik64
(not provided)
@tresnik65
@tresnik66
Measure Efforts Exploit Opportunities
This is how we
use to use
keyword data
@tresnik
Search Referral Traffic to SEOmoz
@tresnik
Rich Snippets: Own more real estate, amplify
your CTR.
@tresnik
Rich Snippets now easier to
implement
@tresnik
Tell Search Engines about:
• Articles
• Events
• Local Businesses
• Restaurants
• Products
• Software Application...
@tresnik
Tell Search Engines about:
• Articles
• Events
• Local Businesses
• Restaurants
• Products
• Software Application...
@tresnik
Choose the URL for the content you want “highlight”
@tresnik
Inbound marketing is not magic, this is…
@tresnik
Google is the largest search engine in
the world, who is the second?
1.
2.
3.
100B per month
60B per month
14B pe...
@tresnik
@tresnikAmount of video served each month by YouTube
@tresnik
@tresnik
This dude knows his YouTube stuff, follow him: @philnottingham
@tresnik
@tresnik
@tresnikWhich one would you click?
Increases CTR by
30%
Increases visibility
Links to his G+
Profile
Links to his author
r...
@tresnik
@tresnik
http://moz.com/beginners-guide-to-seo
@tresnik
http://moz.com/blog/the-web-developers-seo-cheat-sheet-2013-edition
@tresnik
Where Geraldine Started Her
Blog
@tresnik
Where people usually give up.
@tresnik
2.5 years in, she’s reaching 1000s of daily
visits
@tresnik
Inbound marketing is not magic, this is…
@tresnik
Today’s Topics
 Inbound vs. Interruption
 Why search is so important
 20 not-so-magical, yet practical,
tips
...
@tresnik
Upwar
ds!Contact
me:
tim@moz.
com
Tim Resnik of Moz: "Thinking Outside the Black Box," presented at IPMC 2014, hosted by Go Overseas
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Tim Resnik of Moz: "Thinking Outside the Black Box," presented at IPMC 2014, hosted by Go Overseas

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Tim Resnik is Product Strategy Principal at Moz. This was his presentation at the International Programs Marketing Conference (IPMC) 2014 in Berkeley, California, hosted by Go Overseas.

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  • http://www.cbsnews.com/8301-3445_162-2015684.html
  • http://www.bloomberg.com/video/behind-google-s-obsession-with-perfecting-search-c6KcoGikT0m2KFqHuzYGoA.html
  • Deciding what to write about or narrowing in on a topic
    Choosing one key phrase over another
  • http://googlewebmastercentral.blogspot.com/2013/05/getting-started-with-structured-data.html

  • http://googlewebmastercentral.blogspot.com/2013/05/getting-started-with-structured-data.html


  • http://googlewebmastercentral.blogspot.com/2013/05/getting-started-with-structured-data.html


  • http://googlewebmastercentral.blogspot.com/2013/05/getting-started-with-structured-data.html


  • Tim Resnik of Moz: "Thinking Outside the Black Box," presented at IPMC 2014, hosted by Go Overseas

    1. 1. Thinking Outside the Black Box It’s not magic, it’s inbound marketing! International Program Management Conference. June 2014. Berkeley, CA. Tim Resnik, Product Strategy Principal, Moz @tresnik
    2. 2. @tresnik
    3. 3. @tresnik
    4. 4. @tresnik
    5. 5. @tresnik Hello, I am a Black Box. This is where MAGIC happens.
    6. 6. @tresnik What I am going to show you today IS NOT MAGIC
    7. 7. @tresnik Inbound marketing is not magic, this is…
    8. 8. @tresnik Today’s Topics  Inbound vs. Interruption  Why search is so important  20 not-so-magical, yet practical, tips  Q&A / mini-Workshop
    9. 9. @tresnik Inbound is: Relevant Search is responsible for 90% of the clicks on the web
    10. 10. @tresnik Interruption is: distracting Average click-through rate for a banner ad is .016%
    11. 11. @tresnik Inbound is: Inspiring What’s the click-through rate here?
    12. 12. @tresnik Interruption is: irrelevant 12,000 press release per month on PR Newswire
    13. 13. @tresnik Inbound is: Earned Generates momentum, long lasting
    14. 14. @tresnik Interruption can be: ironic? Is it contextual, or just more noise? You see 5,000 ads per day
    15. 15. @tresnik Paid Search = 25% of clicks Organic Search = 75% of clicks
    16. 16. @tresnikMore than 50% of search result pages have no paid ads at all
    17. 17. @tresnik Outbound Inbound Cost Static with scale Upfront costs, scales with proper optimization Time Instant results Delayed results Sustainability Effective only while campaign is active Long-term continuous results
    18. 18. @tresnik Inbound marketing is not magic, this is…
    19. 19. @tresnik Today’s Topics  Inbound vs. Interruption  Why search is so important  20 not-so-magical, yet practical, tips  Q&A / mini-Workshop
    20. 20. @tresnik21
    21. 21. @tresnik22
    22. 22. @tresnik
    23. 23. @tresnik24
    24. 24. @Moz @tresnik 25
    25. 25. @tresnik Inbound marketing is not magic, this is…
    26. 26. @tresnik Today’s Topics  Inbound vs. Interruption  Why search is so important  20 not-so-magical, yet practical, tips  Q&A / mini-Workshop
    27. 27. @tresnik SEO Plan Content Technology Audience
    28. 28. @tresnik 90% of your SEO effort should be on content and audience…
    29. 29. @tresnik “(Wordpress) is a fantastic piece of software, it makes your site easily crawlable by search engines, solves some 80-90% of mechanics of SEO and is the first big step anyone can take towards creating a popular online business.” Via: http://www.howtomakemyblog.com/seo/googles-matt-cutts-wordpress-the-best-blogging-platform-for-seo/
    30. 30. @tresnikhttp://drupal.org/, http://joomla.com and http://www.squarespace.com are all good choices if Wordpress isn’t a match.
    31. 31. @tresnik I wouldn’t recommend these platforms as a first choice for SEO-friendly blogging, though some (like TypePad and Expression Engine) can be customized with enough elbow grease.
    32. 32. @tresnikhttp://yoast.com/articles/wordpress-seo/ - I also recommend the Yoast plugin “Wordpress SEO”
    33. 33. @tresnik Title Headline URL Links and Captions META Description Body Content
    34. 34. @tresnikThe three major on-page focal points: Title, Description, Headline Headline (H1) META Title META Description
    35. 35. @tresnik HTML Title and META Description are Important for Search H1 for Google News Headline (H1) META Title META Description
    36. 36. @tresnik
    37. 37. @tresnikBad H1 logic kills your chance in Google News Inside Student Blog 1. Won’t show up in results because it is not a relevant search term 2. And if it did, click through would be diminished
    38. 38. @tresnik
    39. 39. @tresnikhttp://google.com/webmasters - can help you diagnose and repair issues w/ your site
    40. 40. @tresnikhttp://google.com/analytics - track how visitors get to you and what they do on your site
    41. 41. @tresnikhttp://feedburner.com – create RSS feeds and track your subscribers and clicks
    42. 42. @tresnikhttp://bit.ly – great for determining which shares your fans/followers really enjoy
    43. 43. @tresnikhttp://moz.com – great for bigger sites and more experienced SEOs
    44. 44. @tresnik Inbound marketing is not magic, this is…
    45. 45. @tresnik * Credit Wil Reynolds (@wilreynolds) with the catchy phrase
    46. 46. @tresnik Resist! Don’t do it!
    47. 47. @tresnik
    48. 48. @tresnik Lead with a space
    49. 49. @tresnikWHO, WHAT, WHERE, WHY, WHEN and HOW
    50. 50. @tresnikWHO, WHAT, WHERE, WHY, WHEN and HOW
    51. 51. @tresnik All-in-one auto-suggest tool: www.soovle.com
    52. 52. @tresnik
    53. 53. @tresnik http://www.google.com/trends/explore
    54. 54. @tresnik Less competition, similar popularity. Go with this one. https://moz.com/researchtools/keywords/
    55. 55. @tresnik
    56. 56. @tresnik
    57. 57. @tresnik
    58. 58. @tresnik
    59. 59. @tresnik Blogger Has kids A lot of followers Is a promoter
    60. 60. @tresnik
    61. 61. @tresnik
    62. 62. @tresnik Inbound marketing is not magic, this is…
    63. 63. @tresnik64 (not provided)
    64. 64. @tresnik65
    65. 65. @tresnik66 Measure Efforts Exploit Opportunities This is how we use to use keyword data
    66. 66. @tresnik Search Referral Traffic to SEOmoz
    67. 67. @tresnik Rich Snippets: Own more real estate, amplify your CTR.
    68. 68. @tresnik Rich Snippets now easier to implement
    69. 69. @tresnik Tell Search Engines about: • Articles • Events • Local Businesses • Restaurants • Products • Software Applications • Movies • TV Episodes
    70. 70. @tresnik Tell Search Engines about: • Articles • Events • Local Businesses • Restaurants • Products • Software Applications • Movies • TV Episodes Use these where possible
    71. 71. @tresnik Choose the URL for the content you want “highlight”
    72. 72. @tresnik Inbound marketing is not magic, this is…
    73. 73. @tresnik Google is the largest search engine in the world, who is the second? 1. 2. 3. 100B per month 60B per month 14B per month
    74. 74. @tresnik
    75. 75. @tresnikAmount of video served each month by YouTube
    76. 76. @tresnik
    77. 77. @tresnik This dude knows his YouTube stuff, follow him: @philnottingham
    78. 78. @tresnik
    79. 79. @tresnik
    80. 80. @tresnikWhich one would you click? Increases CTR by 30% Increases visibility Links to his G+ Profile Links to his author results on Google
    81. 81. @tresnik
    82. 82. @tresnik http://moz.com/beginners-guide-to-seo
    83. 83. @tresnik http://moz.com/blog/the-web-developers-seo-cheat-sheet-2013-edition
    84. 84. @tresnik Where Geraldine Started Her Blog
    85. 85. @tresnik Where people usually give up.
    86. 86. @tresnik 2.5 years in, she’s reaching 1000s of daily visits
    87. 87. @tresnik Inbound marketing is not magic, this is…
    88. 88. @tresnik Today’s Topics  Inbound vs. Interruption  Why search is so important  20 not-so-magical, yet practical, tips  Q&A / mini-Workshop
    89. 89. @tresnik Upwar ds!Contact me: tim@moz. com

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