Choose Tall Women (and short men)
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Transcript of Choose Tall Women (and short men)
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Choose Tall Women
(and short men)
Rand Fishkin | @randfish | Dublin SEO Summit 2012
http://bit.ly/choosetallwomen
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Let’s talk about dating…
http://blog.okcupid.com/index.php/your-looks-and-online-dating/
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Here’s the problem
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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…
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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/
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Remove the Irrational Bias
And You Can Get Every Other
Criteria You Want, Fulfilled
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Let’s Apply This Principle to
the Marketing World
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6 Irrational Biases(and how your inbound marketing can benefit by rejecting them)
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Bias #1: Ranking Position is All That Matters
http://www.seomoz.org/blog/mission-imposserpble-establishing-clickthrough-rates
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CTR is Influenced By More than Position
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CTR is Influenced By More than Position
Star Ratings, Reviews & Price
Author Photo
Date of Publication
Video Snippet
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Start w/ Great Titles, Meta Descriptions & URLs
Terrible
Excellent
Snippet Testing Tool: http://www.google.com/webmasters/tools/richsnippets
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Profile Pics = CTR Boost
Rel=Author Guide from AJ Kohn: http://www.blindfiveyearold.com/how-to-implement-rel-author
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Video XML Sitemaps = CTR Boost
Video SEO Guide from Wistia: http://wistia.com/doc/video-seo
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Rich Snippets: High Value in the Right Niches
Visual Rich Snippet Guide: http://www.seomoz.org/blog/a-visual-guide-to-rich-snippets
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Bias #2: SEO is About Ranking for the “Money” Keywords
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The Chunky Middle & Long Tail Are Amazing
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Google Wants the Head for Themselves
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Google Wants the Head for Themselves
The only non-Google link
visible without scrolling
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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)
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Scale of ROI from SEO Activities Over Time
Create content people
want to consume & share
Make the website’s pages
accessible to engines
Build links to individual
URLs for higher rankings
Optimize on-page
keyword usage/targeting
Optimize metadata,
schema, rich snippets, etc
Highest Value
Lowest Value
2004-2009 2010-present
Create content people
want to consume & share
Make the website’s pages
accessible to engines
Build links to individual
URLs for higher rankings
Optimize on-page
keyword usage/targeting
Optimize metadata,
schema, rich snippets, etc
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Bias #3: AdWords is All The Keyword Research You Need
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Search Suggest Is a Great Keyword Research Tool
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Search Suggest Is a Great Keyword Research Tool
Great tool for grabbing search suggest data: http://ubersuggest.org
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Google News: Research the Undiscovered Keywords
In the next 1-5 days, these will all
have significant search volume
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Social Media Leads to Queries
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Bias #4: My Site is the Only Place to Do SEO
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Controlling Brand SERPs Matters
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Earning Rankings on Other Sites May Be Easier
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Dominating SERPs is a Powerful Tactic
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RUsers: 90mm 900mm 200mm 120mm 10mm
Users: 15mm Millions 14mm 7.5mm 18mm
Consider SEO for Your Profiles &
Content on these Sites, Too.
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Bias #5: Social Sharing is Fire & Forget
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What You Say and How Matters
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Via http://followerwonk.com
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.
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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
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Link Placement Matters
URL at the end & hash tag next to the URL
URL in the center of text blocks, no usernames or hashes around it
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Hashtags & Mentions Matter
Using the event hashtag will get it in front of IFBC attendees
Mentioning me makes sure I see it, which might mean I RT
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Snippets Matter in Google+
Not a great image (4:3 style format works best)
Comes from title & meta description
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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
Snippets Matter on Facebook
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Bias #6: There’s No Simple Way to
Increase Traffic
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Site Speed Optimization: Simple.
http://www.slideshare.net/jcolman/web-performance-optimization-the-silver-bullet-of-seo-and-ux
Data from @jcolman of REI
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404, 500 & 302 Fixes: Simple.
http://google.com/webmasters and/or http://pro.seomoz.org can help ID these
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Re-targeting: Simple. Increases Traffic.
Best retargeting providers?http://www.seomoz.org/blog/comparing-the-top-4-retargeting-companies
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Sharing New Content on Each Network. Simple.
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Remove Irrational Biases.
Win at Marketing.
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Choose Tall Women (and short men)
• Email: [email protected]
• Tweet: @randfish
• Blog: moz.com/rand
http://bit.ly/choosetallwomen