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Choose Short Men
  (and tall women)


        http://bit.ly/chooseshortmen


   Rand Fishkin | @randfish | moz.com/rand
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 men’s height falls, messages drop (the opposite is true for women):
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
8 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
Google Wants the Head for Themselves
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)
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:   100mm    1B+           200mm   120mm   20mm




Users:    15mm   Millions       14mm    7.5mm   18mm
Controlling Brand SERPs Matters




You can’t let this
rank on page 2!
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 (3:4
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: SEO is About Best Fitting to the
      Perfect Algorithmic Formula
Google SEES ALL. KNOWS ALL.




      http://www.seobythesea.com/2011/07/how-google-might-rank-pages-based-
      upon-usage-information/
Scale of ROI from SEO Activities Over Time

                 2004-2009
Highest
 Value
          Make the website’s pages
          accessible to engines

          Build links to individual
          URLs for higher rankings

          Optimize on-page
          keyword usage/targeting

          Create content people
          want to consume & share

          Optimize metadata,
Lowest
 Value    schema, rich snippets, etc
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
The “Algorithm” Today Has Very Few Inputs:



 Delightfulness            Accessibility &               Ability to Reach
   to Users
                    +      KW Targeting
                                                  +       an Audience


                                     =

                             Rankings
                  (eventually – sometimes it takes a while)
Bias #7: 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.
Bias #8: 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) Higher
Conversion Rate
Let’s Improve the Call to Action!



This must be
the problem!
A/B Testing




We’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 Behavior
Loading 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 Proof
Word of Mouth

                                                                           Associations
 UX
                       CONVERSION DECISION                                      Price
                                   (it’s a complex process)
      CTAs
                                                                                 Process

Copywriting                                                            Word of Mouth

         Timing                          Amount of Pain       Effort Required
                     Discovery Path
Likability
                                      Design   Branding
                                                           Historical Experiences
             Trust

                                                                     Social Proof
Word of Mouth

                                                                       Associations
 UX
                      WHICH OF THESE IS THE                                 Price
      CTAs                REAL ISSUE?
                                                                             Process

Copywriting                                                        Word of Mouth

         Timing                         Amount of Pain    Effort Required
                     Discovery Path
Ask Smart Questions to the Right People
   Never Taken a          Took the Free Trial        Took the Free
      Free Trial                But Left           Trial and Stayed

What are you seeking       What made you take       What initially made
from SEOmoz? What’s          the free trial?        you want SEOmoz?
brought you back?
                           What objections did      What objections did
What would make you       you have and how did     you have and how did
more likely to sign up?   you overcome them?       you overcome them?

What are your biggest      What caused you to       What’s been most
objections to signup?      cancel subscription?     valuable to you?

                          What would have made     Had success w/ Moz?
                          you stay a subscriber?     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 in additional
revenue in 2009, when we desperately needed it.




             CRE detailed their results with us here: http://www.conversion-rate-
             experts.com/seomoz-case-study/
Remove Irrational Biases.
    Win at Marketing.
Choose Short Men (and tall women)




http://bit.ly/chooseshortmen

  • Email: rand@seomoz.org
  • Tweet: @randfish
  • Blog: moz.com/rand

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Choose Short Men & Tall Women

  • 1. Choose Short Men (and tall women) http://bit.ly/chooseshortmen Rand Fishkin | @randfish | moz.com/rand
  • 2. Let’s talk about dating… http://blog.okcupid.com/index.php/your-looks-and-online-dating/
  • 3.
  • 5. Height Is Holding You Back… As men’s height falls, messages drop (the opposite is true for women): http://blog.okcupid.com/index.php/the-biggest-lies-in-online-dating/
  • 6. 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/
  • 7. Remove the Irrational Bias And You Can Get Every Other Criteria You Want, Fulfilled
  • 8. Let’s Apply This Principle to the Marketing World
  • 9. 8 Irrational Biases (and how your inbound marketing can benefit by rejecting them)
  • 10. Bias #1: Ranking Position is All That Matters http://www.seomoz.org/blog/mission-imposserpble-establishing-clickthrough-rates
  • 11. CTR is Influenced By More than Position
  • 12. CTR is Influenced By More than Position Star Ratings, Reviews & Price Author Photo Date of Publication Video Snippet
  • 13. Start w/ Great Titles, Meta Descriptions & URLs Terrible Excellent Snippet Testing Tool: http://www.google.com/webmasters/tools/richsnippets
  • 14. Profile Pics = CTR Boost Rel=Author Guide from AJ Kohn: http://www.blindfiveyearold.com/how-to-implement-rel-author
  • 15. Video XML Sitemaps = CTR Boost Video SEO Guide from Wistia: http://wistia.com/doc/video-seo
  • 16. Rich Snippets: High Value in the Right Niches Visual Rich Snippet Guide: http://www.seomoz.org/blog/a-visual-guide-to-rich-snippets
  • 17. Bias #2: SEO is About Ranking for the “Money” Keywords
  • 18. The Chunky Middle & Long Tail Are Amazing
  • 19. Google Wants the Head for Themselves
  • 20. Google Wants the Head for Themselves
  • 21. Google Wants the Head for Themselves
  • 22. 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)
  • 23. Bias #3: AdWords is All The Keyword Research You Need
  • 24. Search Suggest Is a Great Keyword Research Tool
  • 25. Search Suggest Is a Great Keyword Research Tool Great tool for grabbing search suggest data: http://ubersuggest.org
  • 26. Google News: Research the Undiscovered Keywords In the next 1-5 days, these will all have significant search volume
  • 27. Social Media Leads to Queries
  • 28. Tools for Tracking Social: PopURLs http://search.popurls.com/
  • 29. Tools for Tracking Social: Topsy http://topsy.com/s?q=dublin
  • 30. Bias #4: My Site is the Only Place to Do SEO
  • 32. Earning Rankings on Other Sites May Be Easier
  • 33. Dominating SERPs is a Powerful Tactic
  • 34. Consider SEO for Your Profiles & Content on these Sites, Too. R Users: 100mm 1B+ 200mm 120mm 20mm Users: 15mm Millions 14mm 7.5mm 18mm
  • 35. Controlling Brand SERPs Matters You can’t let this rank on page 2!
  • 36. Bias #5: Social Sharing is Fire & Forget
  • 37. What You Say and How Matters
  • 38. 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
  • 39. 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
  • 40. 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
  • 41. 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
  • 42. Snippets Matter in Google+ Not a great image (3:4 style format works best) Comes from title & meta description
  • 43. 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
  • 44. Bias #6: SEO is About Best Fitting to the Perfect Algorithmic Formula
  • 45. Google SEES ALL. KNOWS ALL. http://www.seobythesea.com/2011/07/how-google-might-rank-pages-based- upon-usage-information/
  • 46. Scale of ROI from SEO Activities Over Time 2004-2009 Highest Value Make the website’s pages accessible to engines Build links to individual URLs for higher rankings Optimize on-page keyword usage/targeting Create content people want to consume & share Optimize metadata, Lowest Value schema, rich snippets, etc
  • 47. 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
  • 48. The “Algorithm” Today Has Very Few Inputs: Delightfulness Accessibility & Ability to Reach to Users + KW Targeting + an Audience = Rankings (eventually – sometimes it takes a while)
  • 49. Bias #7: There’s No Simple Way to Increase Traffic
  • 50. Site Speed Optimization: Simple. Data from @jcolman of REI http://www.slideshare.net/jcolman/web-performance-optimization-the-silver-bullet-of-seo-and-ux
  • 51. 404, 500 & 302 Fixes: Simple. http://google.com/webmasters and/or http://pro.seomoz.org can help ID these
  • 52. Re-targeting: Simple. Increases Traffic. Best retargeting providers? http://www.seomoz.org/blog/comparing-the-top-4-retargeting-companies
  • 53. Sharing New Content on Each Network. Simple.
  • 54. Bias #8: CRO is about testing variations of content and design
  • 55. I want more people who visit the site to subscribe via email From my blog: http://moz.com/rand/
  • 56. A) More People Visiting B) Higher Conversion Rate
  • 57. Let’s Improve the Call to Action! This must be the problem!
  • 58. A/B Testing We’ll show half our visitors one and half the other, and get a winner
  • 59. Multivariate Testing We’ll show each version to a percentage of visitors and find a winner
  • 60. We Can Test Everything! Location on Page Display Width Box Color Address Verification Social Proof Inclusion Different Versions Based on User Behavior Loading After the Page Changing Messaging on Call-to-Action Copy Different Types of Pages/Posts
  • 62. What if this isn’t the problem?
  • 64. What if this guy is?
  • 65. Likability Design Branding Historical Experiences Trust Social Proof Word of Mouth Associations UX CONVERSION DECISION Price (it’s a complex process) CTAs Process Copywriting Word of Mouth Timing Amount of Pain Effort Required Discovery Path
  • 66. Likability Design Branding Historical Experiences Trust Social Proof Word of Mouth Associations UX WHICH OF THESE IS THE Price CTAs REAL ISSUE? Process Copywriting Word of Mouth Timing Amount of Pain Effort Required Discovery Path
  • 67. Ask Smart Questions to the Right People Never Taken a Took the Free Trial Took the Free Free Trial But Left Trial and Stayed What are you seeking What made you take What initially made from SEOmoz? What’s the free trial? you want SEOmoz? brought you back? What objections did What objections did What would make you you have and how did you have and how did more likely to sign up? you overcome them? you overcome them? What are your biggest What caused you to What’s been most objections to signup? cancel subscription? valuable to you? What would have made Had success w/ Moz? you stay a subscriber? Can we share?
  • 68. 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/
  • 69. 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/
  • 70. This process made SEOmoz $1mm in additional revenue in 2009, when we desperately needed it. CRE detailed their results with us here: http://www.conversion-rate- experts.com/seomoz-case-study/
  • 71. Remove Irrational Biases. Win at Marketing.
  • 72. Choose Short Men (and tall women) http://bit.ly/chooseshortmen • Email: rand@seomoz.org • Tweet: @randfish • Blog: moz.com/rand