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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/
Choose Tall Women (and short men)
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

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Choose Tall Women (and short men)

  • 1. Choose Tall Women (and short men) http://bit.ly/choosetallwomen Rand Fishkin | @randfish | Dublin SEO Summit 2012
  • 2. Let’s talk about dating… http://blog.okcupid.com/index.php/your-looks-and-online-dating/
  • 5. 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/
  • 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. 6 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 The only non-Google link visible without scrolling
  • 21. 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)
  • 22. 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
  • 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: 90mm 900mm 200mm 120mm 10mm Users: 15mm Millions 14mm 7.5mm 18mm
  • 35. Bias #5: Social Sharing is Fire & Forget
  • 36. What You Say and How Matters
  • 37. 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
  • 38. 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
  • 39. 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
  • 40. 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
  • 41. Snippets Matter in Google+ Not a great image (4:3 style format works best) Comes from title & meta description
  • 42. 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
  • 43. Bias #6: There’s No Simple Way to Increase Traffic
  • 44. Site Speed Optimization: Simple. Data from @jcolman of REI http://www.slideshare.net/jcolman/web-performance-optimization-the-silver-bullet-of-seo-and-ux
  • 45. 404, 500 & 302 Fixes: Simple. http://google.com/webmasters and/or http://pro.seomoz.org can help ID these
  • 46. Re-targeting: Simple. Increases Traffic. Best retargeting providers? http://www.seomoz.org/blog/comparing-the-top-4-retargeting-companies
  • 47. Sharing New Content on Each Network. Simple.
  • 48. Remove Irrational Biases. Win at Marketing.
  • 49. Choose Tall Women (and short men) http://bit.ly/choosetallwomen • Email: rand@seomoz.org • Tweet: @randfish • Blog: moz.com/rand