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Rand Fishkin's presentation for Webit Expo 2010 in Sofia.
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Search + Social:
10 Actions to Get More Value from your Organic Marketing Tomorrow.
Rand Fishkin, CEO & Co-founder, SEOmozWebit Expo, Sofia, Bulgaria; October 2010
Criteria for this Presentation
Every Action I Recommend MUST:
• Be usable and valuable to your business tomorrow• Help to drive more search and/or social visits• Be Presentable in 200 seconds or less
Action #1:
Earn Links Google Will Always Want to Count
Etsy: Self-Promotion = Links & Rankings
Every seller wants to promote their
“store”, and thus, links to Etsy
Anyone who embeds the
video, links back to our site
Action #2:
Build Content that Will Be Shared
http://blog.okcupid.com/index.php/your-looks-and-online-dating/
Data earns links; opinions… not so much
Nearly Every Site on This List Links to It:
http://techmeme.com/lb
Action #3:
Get More ReTweets
http://danzarrella.com/science-of-retweets.pdf
Action #4:
Grow Your Site’s User-Generated Content
Build a Following First; Then a Community
Make Participation as Frictionless as Possible
Makes it SUPER EASY to
participate in their community
Reward Users Who Participate
Users LOVE Badges!
Action #5:
Engage the Right “Tweeters”
Twitter is (almost certainly) influencing (at least some) rankings
Lots of tweets, virtually no links,
but remarkable rankings
Twitter can send lots of direct traffic
You need to target the right Tweeters
http://twitaholic.com/top100/followers/
The Ones Who Send Real Traffic
http://mashable.com/2009/07/07/twitter-clickthrough-rate/
Use the “Rank”Not the “Grade”
http://twittergrader.com
Action #6:
Get Rankings in Google’s Maps/Local/Places
Local SERPs (now “Places” in the US)
This guy is not #1
Find the Listing Sources + Get Them!
http://www.seomoz.org/blog/one-dead-simple-tactic-for-better-rankings-in-google-local
Action #7:
Find Errors & Missed Opportunities on Your Site
Google Webmaster Tools
http://www.google.com/webmasters
SEOmoz Web App
http://pro.seomoz.org
Xenu Link Sleuth
http://home.snafu.de/tilman/xenulink.html
Action #8:
Get Maximum SEO Value from Your Web Content
Many Domains vs. One Domain
VS.
www.site.com/content
content.site.com/
sitecontent.com/
Better
Worse
Action #9:
Make Every Visitor More Valuable
Simple Explanations w/ Help on Hover
Clear differentiation
Obvious Free Trial
Re-assurance in purchase
process
AJAX load of payment inputs
Action #10:
Take Advantage of Real-Time Search + Social
Google & Bing Use Twitter’s API
Don’t Just Pick Any Topic
Choose Something that’s Hot Now!
http://popurls.com
Download: http://seomz.me/webitrand
Rand Fishkin, CEO & Co-Founder, SEOmoz
• Twitter: @randfish
• Blog: www.seomoz.org/blog
• Email: [email protected]