Why Inbound Marketing for Online Business - EBriks Infotech

Choose Short Men

(and tall women)

Let’s talk about dating…

http://blog.okcupid.com/index.php/your-looks-and-online-dating/

Here’s the problem

As men’s height falls, messages drop (the opposite is true for women):

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

8 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

Google Wants the Head for Themselves

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)

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

R

Users: 100mm 1B+ 200mm 120mm 20mm

Users: 15mm Millions 14mm 7.5mm 18mm

Consider SEO for Your Profiles &

Content on these Sites, Too.

Controlling Brand SERPs Matters

You can’t let this

rank on page 2!

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 attendeesMentioning me makes

sure I see it, which

might mean I RT

Snippets Matter in Google+

Not a great image (3:4

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: SEO is About Best Fitting to the

Perfect Algorithmic Formula

http://www.seobythesea.com/2011/07/how-google-might-rank-pages-based-

upon-usage-information/

Google SEES ALL. KNOWS ALL.

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

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

The “Algorithm” Today Has Very Few Inputs:

Delightfulness

to Users

Accessibility &

KW Targeting

Ability to Reach

an Audience+ +

=

Rankings(eventually – sometimes it takes a while)

Bias #7: 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.

Bias #8: CRO is about testing variations

of content and design

From my blog: http://moz.com/rand/

I want more people

who visit the site to

subscribe via email

A) More People

Visiting

B) Higher

Conversion Rate

Let’s Improve the Call to Action!

This must be

the problem!

A/B Testing

We’ll show half our visitors one and

half the other, and get a winner

Multivariate Testing

We’ll show each version to a

percentage of visitors and find a winner

We Can Test Everything!

Location on Page

Display Width

Box Color

Address Verification

Loading After the Page

Different Versions Based

on User Behavior

Call-to-Action Copy

Social Proof Inclusion

Changing Messaging on

Different Types of Pages/Posts

That’s Not CRO

What if this isn’t the

problem?

What if this is?

What if this guy is?

Trust

Word of Mouth

LikabilityDesign

Associations

Word of Mouth

Amount of Pain

CTAs

UX

Effort Required

Process

Historical Experiences

Social Proof

Copywriting

CONVERSION DECISION(it’s a complex process)

TimingDiscovery Path

Branding

Price

Trust

Word of Mouth

LikabilityDesign

Associations

Word of Mouth

Amount of Pain

CTAs

UX

Effort Required

Process

Historical Experiences

Social Proof

Copywriting

WHICH OF THESE IS THE

REAL ISSUE?

TimingDiscovery Path

Branding

Price

Ask Smart Questions to the Right People

Never Taken a

Free Trial

Took the Free Trial

But Left

Took the Free

Trial and Stayed

What are you seeking

from SEOmoz? What’s

brought you back?

What made you take

the free trial?

What initially made

you want SEOmoz?

What would make you

more likely to sign up?

What are your biggest

objections to signup?

What objections did

you have and how did

you overcome them?

What caused you to

cancel subscription?

What would have made

you stay a subscriber?

What objections did

you have and how did

you overcome them?

What’s been most

valuable to you?

Had success w/ Moz?

Can we share?

This is How the Pros Do It:

From Conversion Rate Experts’ case study (which is definitely worth a read):

http://www.conversion-rate-experts.com/crazy-egg-case-study/

Boom.

This is How the Pros Do It:

From Conversion Rate Experts’ case study (which is definitely worth a read):

http://www.conversion-rate-experts.com/crazy-egg-case-study/

Boom.

And Shakalaka.

This process made SEOmoz $1mm in additional

revenue in 2009, when we desperately needed it.

CRE detailed their results with us here: http://www.conversion-rate-

experts.com/seomoz-case-study/

Remove Irrational Biases.

Win at Marketing.

Choose Short Men (and tall women)

• Email: rand@seomoz.org

• Tweet: @randfish

• Blog: moz.com/rand

http://bit.ly/chooseshortmen