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Rand Fishkin - The Invisible Giant that Mucks Up Our Marketing

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Rand Fishkin - The Invisible Giant that Mucks Up Our Marketing

  1. 1. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com The Invisible Giant That Mucks Up Our Marketing
  2. 2. Bit.ly/giantmuck
  3. 3. Via Radio Praha
  4. 4. Via NPR
  5. 5. Via XKCD
  6. 6. Via Medium
  7. 7. Via PLOS
  8. 8. Via PLOS 1) Men get more praise and less criticism at every level. 2) Women get less praise when they do well, and more criticism when they don’t. 3) The least skilled men are, consistently, the harshest critics of women.
  9. 9. Via YouGov
  10. 10. Why?
  11. 11. The Invisible Giant Via halo .
  12. 12. Cultural Conditioning
  13. 13. It’s not just gender norms. The culture we live (and work) in biases all our actions & beliefs
  14. 14. Like fish in water, we don’t realize we’re swimming in it. Via Oliver Tarling
  15. 15. It’swhy(despiteallthedatathatin-officeworkislessproductive, misery-inducing,&lowerquality)mostofusstillcommute.
  16. 16. It’swhy,eventhoughweknowit’snet-negativetoproductivity, manyofuswork50,60,or70+hoursinaweek.
  17. 17. It’swhy,eventhoughweknowthearchetypical“brilliantasshole” dragsdownteamperformance,theykeepgettinghired.
  18. 18. It’swhy,despiteawfuloddsthataninvestor-backedtechstartup willproducereturns,techentrepreneurslikemethinkthatraising moneyisacelebratorymilestoneandagoaltostrivefor…
  19. 19. What About… Marketing?
  20. 20. Let’s go from Strategic Tactical
  21. 21. MarketingCulture LeadsUstoBelieve: Investments Must Be Measureable
  22. 22. Easiest-to-Measure Channels: 1)Pay-per-click advertising 2)Socialmedia advertising 3)Retargeted/remarketedadvertising 4)Emailmarketing 5)Directmailadvertising
  23. 23. Hardest-to-Measure Channels: 1)Word of Mouth 2)SEO 3)(organic)SocialMedia 4)ContentMarketing 5)Public Relations
  24. 24. Whatif thosechannelsareeasy tomeasure becausethemoremeasurablethey are, themore money powerfulcorporationsmakefromus?!
  25. 25. Solution: Invest X% in Hard-to-Measure Marketing Channels Paidads+email Social+contentmarketing SEO Events+PR
  26. 26. Use Geography, Audiences, and/orTime-Series AnalysestoMonitorBrand+TrafficLifts Nest can see exactly how their PR launch impacted search activity via Google Trends’ upgraded toolset
  27. 27. With tools like Fresh Web Explorer, Talkwalker, or Mention, you can track media mentions too.
  28. 28. MarketingCulture LeadsUstoBelieve: Channels Must Be ROI-Positive
  29. 29. The Story of Whiteboard Friday…
  30. 30. Over Time, Effectiveness Improves! 2008 WBFisourworst-performing blogposteachweek 2017 WBFisourbest-performing contentpieceeachweek
  31. 31. Solution: Focus on Potential; Measure Against Trajectory Today Long-Term Potential 1Year 2Years EstimatedGrowthRate ROI-Positive If you’re here after three months of work, you’re on a powerful trajectory, even if it’s not ROI-positive yet
  32. 32. MarketingCulture LeadsUstoBelieve: Search Investments Are Either SEO or PPC
  33. 33. SEO:
  34. 34. PPC:
  35. 35. Percent of Google Web Results w/ only these two types of results: 54.7%
  36. 36. Percent of Google Clicks Going to Other Types of Results: >11%
  37. 37. The Rest? PRESENTATION CHALLENGE! Can Rand produce 3 queries that show all 9 of the most click-earning, non- traditional SERP features?
  38. 38. The Rest?
  39. 39. #1: Knowledge Panels
  40. 40. #2: Related Questions
  41. 41. #3: Local Packs
  42. 42. #4: Images
  43. 43. #5: Sitelinks
  44. 44. #6: Featured Snippets
  45. 45. #7: Top Stories
  46. 46. #8: Videos
  47. 47. #9: Tweets
  48. 48. WTF???!!!
  49. 49. Rand… Who the heck wants to get RID of flying squirrels?
  50. 50. Breakdownof SearchesonMajor WebProperties (May2017)
  51. 51. Google.com Oct2016 May2017 Facebook.com Reddit.com YouTube.com Imgur.com Bing.com Wikipedia.org Gained/Lost 59.2% 6.5% 5.4% 4.5% 2.2% 2.2% 1.4% Yahoo.com 6.0% 62.6% 5.9% 4.1% 4.7% 1.5% 2.1% 1.4% 5.0% +3.4% -0.6% -1.3% +0.2% -0.6% -0.1% +0% -1.0% Amazon.com 1.3% 1.4% +0.1%
  52. 52. Search Marketing in 2017 Has to Consider: GoogleImages GoogleMaps(&Local-Biased Results) YouTube(originatingsearches&inGG results) Which SERP FeaturesShowFor Your Keywords Amazon, Facebook, Reddit, Bing WhereSearch Demand Originates
  53. 53. Ranking well in Image Search often doesn’t bring much traffic or value ImageSearch ProTip
  54. 54. But… If you’re in a vertical where commerce is tied to visuals, it can be quite powerful
  55. 55. Likewise, if lots of content creators want your visuals, ranking here can yield loads of links
  56. 56. Text in images is one way to draw in clicks for the right kinds of queries
  57. 57. MarketingCulture LeadsUstoBelieve: Content Marketing Means Publishing on Your Website
  58. 58. But What If Your Site is… New LightonLink Authority LacksaUsableCMS Controlledby aTeam/ClientWhoWon’tLetYou DoWhatNeedsDoing? SubjecttoNasty Legalor Brand Restrictions
  59. 59. Many Websites: A)OfferGuestPublishingOpps B)RankLikeaBoss Accepts guest contributions
  60. 60. Loads of Sites to Publish to For Rankings: Via Solvid.co.uk
  61. 61. My Top 6 for “Broad” Ranking Ability: Quora.com LinkedIn.com YouTube.com Pinterest.com Reddit.com Slideshare.net
  62. 62. STOP thinking of guest publishing as purely a way to get links. START thinking of other people’s platforms as a way your message can spread J
  63. 63. MarketingCulture LeadsUstoBelieve: Google Rankings = Links, Keywords, & Technical Issues
  64. 64. Few Links Outranking Lots of Links?
  65. 65. No KWs Outranking Solid KW Targeting?
  66. 66. What’s Google Ranking These With? Sure, this might be the most interesting or click-worthy piece, but it has poor KW- targeting and little link authority?!
  67. 67. The New Ranking Factor: Searcher Task Accomplishment
  68. 68. This is a good SERP – searchers rarely bounce, rarely short- click, and rarely need to enter other queries or go to page 2.
  69. 69. This is a bad SERP – searchers bounce often, click other results, rarely long- click, and try other queries. They’re definitely not happy.
  70. 70. Via Steve Hammer
  71. 71. This search query has three likely intents behind it: 1) I need to learn what Cryptocurrency is 2) I want a comprehensive guide to the field 3) I want quick access to a list of currencies & prices
  72. 72. Top SEO priority in 2012: Earn more links w/ more exact anchor text than your top 10 competitors Top SEO priority in 2018: Solve the searcher’s query better than anyone else on page 1
  73. 73. MarketingCulture LeadsUstoBelieve: When Google Takes Your Search Traffic, You Can’t Earn It Back
  74. 74. When Google Gives You Lemons
  75. 75. Rank in Google’s “Lemon” Knowledge Panel Take that ya Googley traffic thieves!
  76. 76. If Google takes away your most important keyword(s)
  77. 77. Use branding to get them back!
  78. 78. It’s Possible to Earn Traffic from 90%+ of Google’s Click-Siphoning SERP Features You can do SEO to show up here And here
  79. 79. And here
  80. 80. Here And here Here too Also here Yup!
  81. 81. 16 Features Every SEO Should Consider: Videounits SERPFeatureType HowtoGetIn “PeopleAlsoAsk” FeaturedSnippet MapsBox KnowledgePanel TopStories(News) Images Apps Create&optimizeonYouTube(or,rarely,Vimeo) Branding–getsearchedforwith/afterthequery Phrasing&positionofshortanswerincontent ClaimGMB,getlinks,earncitations,benearby Earnbrandassociation,usestructuredmarkup GetinGoogleNews,earnlinks,titlew/KWs Relevantimages,altattributes,&directembeds KWsintitle/description,getpopularinappstores
  82. 82. Books RelatedSearches Tweets SearchSuggest Sitelinks SectionSitelinks In-DepthArticles Carousels/ListResults Writeabook,useKWsinthetitle,haveanISBN Besearched+foundcommonlyw/theKWs Verifiedaccountshelp,useKWsintweets Asw/relatedsearches,alsogeo-sensitive Getlinks&visitstoseveralpoppgs;usemarkup Growpopularsubsectionsw/popularsubpages Authorlongerpiecesthatreceiveattention/links Belistedalongsidecommonsetsontheweb 16 Features Every SEO Should Consider: SERPFeatureType HowtoGetIn
  83. 83. Analyze Which Types of SERPs Appear Most in the Keywords You Care About These show me how many of each SERP type appears in the results for this keyword list (via KW Explorer)
  84. 84. Then Determine What Verticals & SERP Types You Need to Optimize For Aiming for these PAA boxes (People Also Ask) might be a great content marketing strategy for SEO
  85. 85. Next time you’re making a strategicortactical marketingdecision, askyourself: How is cultural conditioning biasing me? Not “if”
  86. 86. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com Bit.ly/giantmuck

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