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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Rand's presentation from the Dublin SEO Summit on irrational biases in marketing.
Transcript of Choose Tall Women (and short men)
Choose Tall Women
(and short men)
Rand Fishkin | @randfish | Dublin SEO Summit 2012
http://bit.ly/choosetallwomen
Let’s talk about dating…
http://blog.okcupid.com/index.php/your-looks-and-online-dating/
Here’s the problem
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…
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
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
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
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
RUsers: 90mm 900mm 200mm 120mm 10mm
Users: 15mm Millions 14mm 7.5mm 18mm
Consider SEO for Your Profiles &
Content on these Sites, Too.
Bias #5: Social Sharing is Fire & Forget
What You Say and How Matters
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.
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 tag next to the URL
URL in the center of text blocks, no usernames or hashes around it
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
Snippets Matter in Google+
Not a great image (4:3 style format works best)
Comes from title & meta description
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
Bias #6: There’s No Simple Way to
Increase Traffic
Site Speed Optimization: Simple.
http://www.slideshare.net/jcolman/web-performance-optimization-the-silver-bullet-of-seo-and-ux
Data from @jcolman of REI
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)
• Email: [email protected]
• Tweet: @randfish
• Blog: moz.com/rand
http://bit.ly/choosetallwomen
