seo strategy for haberdashing.com
DESCRIPTION
Rand Fishkin's presentation for the head-to-head vs. Will Critchlow at Boston PROSEO May 2011.TRANSCRIPT
Will vs. Rand Round IV: Boston
Rule the Men’s Fashion SERPs
Rand Fishkin, CEO + Co-founder, SEOmozMay 2011; Boston
Men’s Fashion is Hard…
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
Proper Tailoring
Matching WaistCoat/Vest
Necktie w/ Windsor Knot
Appropriate Sleeve Length
Pasty white neck skin
Sewn by Fashion Philistines
Squishy Pinkness
Coatsleeves that ends mid-forearm
Sartorial Style Must Not Be Lost!
Rise Up + Defeat the Scourge that is…
The “Silicon Valley Tuxedo”
Step one of any SEO strategy:
Research
Brands
Generics
We are going to need a
mind-blowingly great product.
“Good artists borrow. Great artists steal.”
- Pablo Picasso
15 Amazing Examples: And the crazy-cool tactics I’m going to steal from each of
them to make a killer, SEO-enhanced product.
Via http://www.webtrends.com/Products/Analytics/Web
#4: WebTrends Drop-Dead Gorgeous Interface
Via http://gofugyourself.com/fuggo-tango-05-2011
#8: Addictive Writing of GoFugYourself
Via http://blog.disqus.com/post/5247780112/pull-people-into-your-conversation-with-mentions
#10: Disqus Comments w/ @mention Replies
Via http://www.nissanusa.com/leaf-electric-car/index
#11: Rock HTML5 Animations Like Leaf
Via http://artistmarketplace.moleskine.com
#12: Moleskine’s Artist Marketplace
Via http://blog.okcupid.com/index.php/10-charts-about-sex/
#13: OKCupid’s Drop-down CTAs
Via http://www.threadless.com/bt/year,2010
#15: Threadless’ Bestee Awards
Meet
Haberdashing.com
Bookmarking
Store Content
Fashion 101 Content
“Best of” Content
Awards + Badges
Value Proposition
Key Product
Powered by Facebook Likes/Shares via oAuth
Created by Editors + UGC Reviews/Ratings
Editors Answer Tough Fashion Qs w/ Graphics
Awards Best Fashion via FB Photos/Tagging
Widgets for Users + Badges for
Stores/Brands that Earn High Ratings
Help Men Look Their Best
Store that Learns Based on What You + Your
Friends Like/Rate/Buy
10 Marketing Tactics: Inspired by the marketing of others, these will help insure
that Haberdashing is at the top of every search result.
Journalists who participate on the web are often far easier to connect with than those who don’t. If you’re bootstrapping, use social sites to make your media contacts.
#1: Media Outreach for Launch(es)
Searching Quora (via Google)
Searching Twitter (via FollowerWonk)
Searching LinkedIn
By tagging people and clothing in photos, you alert both individuals and brands to your presence on Facebook. To see the photo… They have to first “like” your page/brand!
#2: Event Photography + Facebook Tagging
Using some basic queries at sites like http://twitter.com http://quora.com http://answers.yahoo.com, etc. can reveal huge direct marketing opportunities.
#3: Answer Burning Questions Socially
Via http://www.mobilecrunch.com/2011/03/29/like-us-on-facebook-win-awesome-stuff/
#4: Contests + Giveaways w/ Social Tie-Ins
Via http://www.flickr.com/creativecommons/
#5: Flickr’s Creative-Commons Licensed Photos
Finding guest blog opportunities is fairly easy – Try queries like http://www.google.com/search?q=fashion+"guest+author“ and variations thereof
#6: Oli Gardner-Style Guest Blogging
Via http://blog.okcupid.com/index.php/10-charts-about-sex/
#7: OKCupid’s Drop-down Social CTAs
Hundreds of links and tens of thousands of visits are available if you use the right, “hot” technology to build your site. Query e.g. http://www.google.com/search?q=html5+gallery
#8: CSS + HTML5 Gallery Submission
Via http://www.programmableweb.com/mashup/amazon-wishlist-gadget
#9: Embeddable Badges + Widgets
The process is simple, but the execution is hard. You need a data-driven but empathetic, high quality writer to do outreach individually + personally.
#10: Store/Brand Outreach Campaign
Use a non-personalized, geo-agnostic query like this, then
find smaller brands appearing on page 3-100 of results.
Then find individual shops/stores in major markets by using the
location setter in Google Search
The primary goal of outreach should be to get your brand in that person’s head. Then, if you execute well enough on the product side, you’ll earn links, tweets, shares, likes, etc. naturally.
#10: Ask Not What They Can Do For You…
Make this link a landing page explaining value proposition for
contributors + retail stores.
8 Tools for Measuring + Improving: My recommended metrics + data tools for building a
repeatable, scalable process for Haberdashing.
Via http://www.seomoz.org/blog/seomoz-google-analytics-setup-whiteboard-friday
#1: Google Analytics (w/ Some Customizations)
Via https://analytics.postrank.com/ - PostRank will measure the social sharing activity on any URL in a feed, so you can see what content works (and doesn’t) on the social web
#2: PostRank
Via http://feedburner.com – though it hasn’t been updated in a long time, it’s still the best free software for monitoring feed activity and growth.
#3: Feedburner
Problem w/ video is it’s hard to measure engagement w/ traditional analytics that show only pageviews. http://www.wistia.com fixes that in an elegant way.
#6: Wistia Video Analytics
If you use shortened URLs on Facebook + Twitter, http://bit.ly can help track and segment out the portion of the traffic that’s direct vs. referral (but hidden due to desktop/mobile apps)
#7: Bit.ly PRO for Short URL Tracking
When someone uses Haberdashing,
this is how they should feel…
Q+A
Rand Fishkin, CEO & Co-Founder, SEOmoz
• Twitter: @randfish
• Blog: www.seomoz.org/blog
• Email: [email protected]
You can now try SEOmoz PRO Free!http://www.seomoz.org/freetrial