rand search
TRANSCRIPT
CAN’T BUY ME LOVEHow to EARN your audience’s attention without spending a fortune.
Rand FishkinCEO, SEOmoz
http://bit.ly/cantbuylove
TRUE LOVE
TRUE LOVE
TRUE LOVE
TRUE LOVE
TWO TRUTHSABOUTTRUE LOVE
1. IT LASTS.2. IT CAN’T BE BOUGHT.
WHY CAN’T MARKETING BE MORE ABOUT LOVE?
HOW DO YOU EARN CUSTOMER LOVE? (aka traffic, attention, engagement, purchases, loyalty, referrals)
LET’S TALK ABOUT BUYING YOUR CUSTOMER’S LOVE
CLICK DISTRIBUTIONIS YOUR MONEY BUYING THE RIGHT THINGS?
WHERE DO SEARCHERS CLICK?
A bit here.
A little here.A Teensy Bit
Here.
WHERE DO SEARCHERS CLICK?
ONLY 18% OF CLICKS GO HERE
82% GO HERE
WHERE DO NEWS READERS CLICK?
Not here.
Rarely here.
Nope.
BANNER ADS ARE LUCKY TO GET 1%
CTR
WHERE DO TWEETERS CLICK?
Fuggadaboudit.
LESS THAN 1% OF CLICKS GO TO
PROMOTED
WHERE DO FACEBOOKERS CLICK?
Nyet.
Nein.
Nada.
THE BEST FACEBOOK ADS GET <2% CTR
WHERE DOES THE INTERNET CLICK?
*Via Forrester’s Interactive Marketing 2012 Report
PAID MARKETING~10% of TRAFFIC
$40 Billion of Investment in
2012*
$5 Billion of Investment in 2012*INBOUND
MARKETING~90% of TRAFFIC
COST OF ACQUISITIONSAVE ON MARKETING. INVEST IN INNOVATION.
THE TALE OF TWO MARKETERS
STEVE GREG
THE TALE OF TWO MARKETERSINTERRUPTS
YOUR DAY
SELLS YOU SHITYOU DON’T NEED
THE TALE OF TWO MARKETERS
SPENDS $500 AVG.TO ACQUIRE A CUSTOMER
BUYS TRAFFIC w/ADS & LINKS
THE TALE OF TWO MARKETERSKNOWS YOU’RE
BUSY
WAITS FOR YOU TO BE INTERESTEDSPENDS $500 AVG.
TO ACQUIRE A CUSTOMER
BUYS TRAFFIC w/ADS & LINKS
THE TALE OF TWO MARKETERSEARNS TRAFFIC
w/INBOUND CHANNELS
SPENDS $100 AVG.TO ACQUIRE A CUSTOMER
SPENDS $500 AVG.TO ACQUIRE A CUSTOMER
BUYS TRAFFIC w/ADS & LINKS
CUSTOMER LOYALTYWILL PAID LOVE STAY BY YOUR SIDE?
Short history of the challenges Harley faced: http://www.hotbikeweb.com/features/0701_hbkp_american_machine_foundry/viewall.html
Photo via Jim Skea: http://www.flickr.com/photos/jimsk/128131281/
BZWEEP**translation: “I’m really
sorry.”
SEOmoz customers remain loyal even after downtime.
1. IT LASTS.2. IT CAN’T BE BOUGHT.3. YOU’VE GOTTA EARN IT.
22 LESSONS WE’VE LEARNED AT MOZ
Search EmailCommunitySocial
“ ”“ ”
Content CRO
Beep.
CONTENT
http://www.seomoz.org/beginners-guide-to-seo
1. Empathy + creativity = great content.
2. Innovation doesn't alwaystrump improvement.
PrettyGood
Better
3. Branding may be more valuable than links & traffic.
4. Even amateur graphics perform shockingly well.
4. Even amateur graphics perform shockingly well.
45KViews on SlideShare.
5. Being transparent with success works, but failure works even better. I sucked!
But hey, it’s
interesting.
SEARCH
6. Ranking #1 isn't all it's cracked up to be.
CLICKDISTRIBUTION
ISN’T LIKEIT ONCE WAS.
7. Make others look good; they’ll make you rank well.
THEY RANK 1st
BECAUSETHEIR SUCCESS
PROMOTES OTHERS
8. Cannibalizing your own stuff sucks.
WHEN THISOUTRANKS
THIS
9. Sometimes, it's better to do SEO on someone else's site.
EVENTBRITE, SLIDESHARE &
OTHERS ARE YOUR FRIENDS
9. Sometimes, it's better to do SEO on someone else's site.
ACK!YOU CAN’T LET THIS RANK ON
PAGE 2!
10. Co-citation may be the next “anchor text”
RANKS WITHOUT THE KEYWORDS IN
THE TITLE, BODY OR INBOUND LINK ANCHOR TEXT!
11. Google has a spooky nose for quality.
From Avinash Kaushik’s post: http://www.kaushik.net/avinash/tips-for-improving-high-bounce-low-conversion-web-pages/
SOCIAL
12. What, when, and how frequently we share matters a ton.
13. Sharing format & phrasing is huge.
On Twitter, links between text seems to get the highest CTR & retweet ratio vs. links w/ other @mentions, hashtags, etc.
14. A Picture is worth 50%+ engagement
http://hackersandfounders.tv/RDmt/rand-fishkin-inbound-marketing-for-startups/
vs.
15. Only sharing your own content is a recipe for disaster
COMMUNITY
16. Real World > Virtual World.
17. Your Community is Bigger Than Your Site
18. The first interaction is often the last, unless...
19. Deliverability is holding you back.
http://www.returnpath.com/resource/your-path-to-the-inbox/
20. Newsletters with your own stuff? Meh. Newsletters with other people's stuff? Wow.
CRO
21. Include Only the Good Stuff, Not the Kitchen Sink.
http://blogs.hbr.org/cs/2012/10/the_presentation_mistake_you_d.html - “Presenter’s Paradox”
22. The great myth of CRO is that testing enough variants will produce optimal results.
AFTER
http://www.conversion-rate-experts.com/seomoz-case-study/
22. Changing a button color isn’t game-changing CRO.Discovering customer objections is.
BEFORE
1. IT LASTS.2. IT CAN’T BE BOUGHT.3. YOU GOTTA EARN IT.4. YOU CAN DO IT.
