Choose Tall Women (and short
men) http://bit.ly/choosetallwomen Rand Fishkin | @randfish | Dublin SEO Summit 2012

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 Bias And
You Can Get Every Other Criteria You Want, Fulfilled

Let’s Apply This Principle to
the Marketing World

6 Irrational Biases (and how
your inbound marketing can benefit by rejecting them)

Bias #1: Ranking Position is
All That Matters http://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 Excellent Snippet Testing Tool: http://www.google.com/webmasters/tools/richsnippets

Profile Pics = CTR Boost
Rel=Author Guide from AJ Kohn: http://www.blindfiveyearold.com/how-to-implement-rel-author

Video XML Sitemaps = CTR
Boost Video SEO Guide from Wistia: http://wistia.com/doc/video-seo

Rich Snippets: High Value in
the Right Niches Visual 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 visible without scrolling

Regular Content + UGC =
Long Tail Success Tens of thousands of pages of content created by professional marketers (our writers and those who ask Q+A)

Scale of ROI from SEO
Activities Over Time 2004-2009 2010-present Highest Value Make the website’s pages Create content people accessible to engines want to consume & share Build links to individual Make the website’s pages URLs for higher rankings accessible to engines Optimize on-page Optimize on-page keyword usage/targeting keyword usage/targeting Create content people Optimize metadata, want to consume & share schema, rich snippets, etc Optimize metadata, Build links to individual Lowest Value schema, rich snippets, etc URLs for higher rankings

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 Tool Great 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: PopURLs
http://search.popurls.com/

Tools for Tracking Social: Topsy
http://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. R Users: 90mm 900mm 200mm 120mm 10mm Users: 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 Matters URL at
the end & hash URL in the center of text blocks, no tag next to the URL usernames or hashes around it

Hashtags & Mentions Matter Using
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 (4:3 style 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 REI http://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.

Remove Irrational Biases. Win at
Marketing.

Choose Tall Women (and short
men) http://bit.ly/choosetallwomen • Email: rand@seomoz.org • Tweet: @randfish • Blog: moz.com/rand