Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
Being Signal Amidst the Noise
bit.ly/randsignal
Get the presentation:
5 Minutes
OnlineOnline
Let’s see what’s
going on…
Sounds fun, but no time
Meh. Don’t need it.
I know I should read this…
Meh.
Saw that earlier.
Yeah, yeah. Not causation bl...
Meh.
Maybe later.
Meh.
Thanks
Richard!
I should check
these, but…
Cool.
Older post. I can
probably skip.
At some point, I need to
read through these…
Ad. Ignore.
Why are there so
many @#$%! kinds
of notifications!?
283? I’m never going to
have time for this…
Whoa. I should really comment on
this, and maybe send my friends an
email to say congrats.
@#$%! Assholes are trying to ruin the
gender-balance progress we’ve been
making as an industry.
Whoa! Friends are having b...
Meh.
Meh.
Meh.
Meh.
I might read this one…
The rest of these… Meh.
This sounds interesting.
Ugh. Email’s overloaded again.
Actually, that only took me
4 Minutes4 Minutes
More People
Online
Spending
More Time
Clicking More
Stuff+ +
=
Easier to Get Web Traffic!
More People
Online
Spending
More Time
Clicking More
Stuff+ +
=
Easier to Get Web Traffic!
x
Harder
The Law of Shitty Clickthrough Rates
Via Andrew Chen’s Blog
Part of brain that
pays attention
Internet
Via Has Technology Changed Us
Research into brain plasticity suggests that screen
engagement is literally rewiring our min...
This Leaves Marketers in a Scary Predicament
Why isn’t anyone paying
attention to me?!
Stand out from the
crowd
Or Become the Noise Everyone’s Trying to Filter
Hello?
Strategies to Become
Signal Amidst the Noise
5
Pursue Less Accessible
Opportunities
#1
Everyone is Chasing the Same Keywords
AdWords Hiding Data Spells Opportunity for Those
Who Broaden their Keyword Sets
AdWords Hiding Data Spells Opportunity for Those
Who Broaden their Keyword Sets
Clearly, they have
search volume…
UberSuggest & KeywordTool.io
are Used by Many Folks
Google Suggest + WildcardsAre Rarely Used
Related SearchesAreAlso Underutilized
As is Google Correlate
Manually Extracting Topics, Interests, and Language from Online
Discussions Is Hardest (and least pursued) ofAll
Top Influencers Attract
Everyone’s Attention
But these folks have
massively busy streams,
often teeming with “outreach
attempts”
Perhaps, we could look at
who influences them…
Or sort our
influencers
by more useful
metrics
Or scroll further
down the list to
find those who’d
be more receptive
Marketers Are Told to Pursue Channels
& Tactics that Scale
Via the GrooveHQ Blog
Which means the tactics that don’t scale stand out
from the crowd
Apersonal email
from the
CEO/founder to
every single new
customer?
This is not a man, but rather, a machine intelligence,
simulating a human, sent to show us all what incredible
participati...
My non-scalable activity is to answer almost every request I
get – to meet, to answer questions, to do an interview –
doin...
Invest in Formats that
Others Avoid
#2
The Easier Content is to Create;
The Harder it is to Stand Out
Blog Post
Tweet
Useful Guide Interactive Tool
Guest Contribution
for aNotable
Publisher
Photo
MobileApp
Video Custom Illus...
The Fastest
Growing Social
Platforms Are
Based on Visuals:
Via Global Web Index
Visuals are often
perceived as more
trustworthy and
accurate than text
alone.
Chart from NYMag’s Science of Us, Data
from ...
Unfortunately,ALot of Marketing Investments in
Visuals… Well… Suck.
“Stockneric”
“Borporate”
“Illedgfographic”
If You Can Stand Out
Amidst this Crowd,
Amplification is Far
Easier toAchieve
Data from Stone Temple Consulting’s Dec. 201...
Weirdly,Authentic &Amateur seems to
often outperform Polished & Professional
Via T-Shaped Web Marketer and Why SEOs Need t...
The Less Directly a Tactic Leads to
Sales, the Less the Competition
Most Marketers and
Sites Focus
on Optimizing for
Conversion
Get More and More
People Through
These Steps
And Get
Paid
$$
But Investments in Education and Entertainment are
Often Less Crowded
Overrun with ads;
hypercompetitive
No ads; plenty ro...
Playing
Games
Browsing
Social
Reading
News
Engaging in
Discussions
Following
Influencers
If you get to know your audience ...
Research
If You Don’t Know…
Via Growing Your Audience w/ Random
Affinities
Via Use Customer Surveys to Define Your
Content...
Adopt Early, While
Competitors Delay
#3
Facebook’s Ads Are Finally
Reaching Saturation
But These PlatformsAren’t (Yet)
Via Instagram Starts LettingAds Be Clickable
SeeA Pinteresting New PPC Platform
Excellent article fromAJ Kohn on using StumbleUpon + Remarketing with Great Results
See Native or Not, Gum Gum’s In-ImageAds Work, and That’s What Matters
See TheAdvertiser’s Guide to Surviving Reddit
Mobile-Friendly is Table Stakes,
But Mobile-First is Still in Infancy
Via Benefits of a Mobile-First Design Strategy
Tinder is one of the most
powerful examples of a
mobile-first design success.
Via What Can We Learn from Tinder
CNNhasrecently beenexperimentingwith mobile-firstcontentformats that
createunique,engagingexperiences aroundcontent.
Target Keywords, Sites, & Influencers
BEFORE they Become Popular
As an early Niice
supporter, Mailchimp
got a sweet ad deal
to a great audience
Today’s news forms tomorrow’s keyword demand
Via PopURLs
When stories like this
becomes popular, keyword
demand skyrockets, and
fresher content has a better
chance to rank.
ReachingTop
Influencers Can Feel
Almost Impossible
I may not be able to get
Nilofer’s attention, but I
can probably get in front of
her up-and-coming
influencers
(via follow...
Socialbakers will
show you the fastest-
growing profiles on
Twitter, G+, &
Youtube in given
categories and
countries
Pay Attention to Correlation as
Well as Causal Inputs
#4
In Social Media, Correlation Data is Well-Accepted
Via Stone Temple’s Study of 4M+ Tweets
e.g. Social Shares are Poorly Correlated w/ Content Engagement
Via What You Think You KnowAbout the Web Is Wrong (from Cha...
e.g. Facebook Likes of Movie PagesAre Well-Correlated to
Box Office Returns
Via CitizenNet
Via Experience the Blog
Little Correlation
Between Facebook
Activity and Stock
Performance
We Use Correlation Data Intelligently in CRO
Via Wordstream & KISS Metrics
And InAdvertising
Via Comscore & MarketingLand
But, For Some Reason, When We Observe Correlations
in SEO….
Via SearchMetrics Google UK Correlations
Everyone Loses Their Minds
Via Northcutt Blog
When You Hear This:
“Just because you implement
schema.org doesn’t necessarily
mean you should rank higher.”
Via Does Use ...
Think This:
“Schema might boost your
rankings, because CTR,
which is improved by
schema, can directly or
indirectly affect...
Then ConsiderAnalyzing the Data:
Via SchemaAnalysis in SERPs from SearchMetrics
Correlation doesn’t tell us
why a site/page ranks
higher than another.
Correlation tells us what features
& metrics sites/pages that rank
higher have that lower ranking
sites/pages don’t have.....
I want to know what top
ranking sites are doing
differently than lower ranking
sites, even if it’s not a directly
causal i...
Invest in the Hardest Tactic to
Measure: Brand
#5
Via Microsoft Research’s Domain Bias in Web Search
Web SearchersAre Strongly Biased by Brands
Searchers clicked WebMD 25%+...
Via Queries & Clicks Can Influence Google’s Results
Given that Queries & Clicks Can Influence Rankings…
A few hundred clic...
And thatTopical DomainAuthority is Such a Powerful Influencer
of Rankings:
Via Cognitive SEO’s Panda 4.0Analysis
Via Forbes’Top Brands List
Brand May Be
a HugeAsset
Via SEER Interactive’s Post on OfflineAdvertising Influencing Organic Search
In the Future, BrandAdvertising May Be a Part...
Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
bit.ly/randsignal
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Being Signal Amidst the Noise: How to Stand Out in a Crowded Web Marketing Field

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Being Signal Amidst the Noise: How to Stand Out in a Crowded Web Marketing Field

  1. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com Being Signal Amidst the Noise
  2. bit.ly/randsignal Get the presentation:
  3. 5 Minutes OnlineOnline
  4. Let’s see what’s going on…
  5. Sounds fun, but no time Meh. Don’t need it. I know I should read this… Meh. Saw that earlier. Yeah, yeah. Not causation blah blah.
  6. Meh. Maybe later. Meh. Thanks Richard! I should check these, but… Cool. Older post. I can probably skip.
  7. At some point, I need to read through these… Ad. Ignore.
  8. Why are there so many @#$%! kinds of notifications!? 283? I’m never going to have time for this…
  9. Whoa. I should really comment on this, and maybe send my friends an email to say congrats.
  10. @#$%! Assholes are trying to ruin the gender-balance progress we’ve been making as an industry. Whoa! Friends are having babies! I should really drop them a line…
  11. Meh. Meh. Meh. Meh.
  12. I might read this one… The rest of these… Meh.
  13. This sounds interesting.
  14. Ugh. Email’s overloaded again.
  15. Actually, that only took me 4 Minutes4 Minutes
  16. More People Online Spending More Time Clicking More Stuff+ + = Easier to Get Web Traffic!
  17. More People Online Spending More Time Clicking More Stuff+ + = Easier to Get Web Traffic! x Harder
  18. The Law of Shitty Clickthrough Rates Via Andrew Chen’s Blog
  19. Part of brain that pays attention Internet
  20. Via Has Technology Changed Us Research into brain plasticity suggests that screen engagement is literally rewiring our minds
  21. This Leaves Marketers in a Scary Predicament Why isn’t anyone paying attention to me?!
  22. Stand out from the crowd
  23. Or Become the Noise Everyone’s Trying to Filter Hello?
  24. Strategies to Become Signal Amidst the Noise 5
  25. Pursue Less Accessible Opportunities #1
  26. Everyone is Chasing the Same Keywords
  27. AdWords Hiding Data Spells Opportunity for Those Who Broaden their Keyword Sets
  28. AdWords Hiding Data Spells Opportunity for Those Who Broaden their Keyword Sets Clearly, they have search volume…
  29. UberSuggest & KeywordTool.io are Used by Many Folks
  30. Google Suggest + WildcardsAre Rarely Used
  31. Related SearchesAreAlso Underutilized
  32. As is Google Correlate
  33. Manually Extracting Topics, Interests, and Language from Online Discussions Is Hardest (and least pursued) ofAll
  34. Top Influencers Attract Everyone’s Attention
  35. But these folks have massively busy streams, often teeming with “outreach attempts”
  36. Perhaps, we could look at who influences them…
  37. Or sort our influencers by more useful metrics
  38. Or scroll further down the list to find those who’d be more receptive
  39. Marketers Are Told to Pursue Channels & Tactics that Scale
  40. Via the GrooveHQ Blog Which means the tactics that don’t scale stand out from the crowd
  41. Apersonal email from the CEO/founder to every single new customer?
  42. This is not a man, but rather, a machine intelligence, simulating a human, sent to show us all what incredible participation on a social network looks like.
  43. My non-scalable activity is to answer almost every request I get – to meet, to answer questions, to do an interview – doing that for a decade has built some hard-to-replicate goodwill connections.
  44. Invest in Formats that Others Avoid #2
  45. The Easier Content is to Create; The Harder it is to Stand Out
  46. Blog Post Tweet Useful Guide Interactive Tool Guest Contribution for aNotable Publisher Photo MobileApp Video Custom Illustration Physical Product Successful, scalable community Easier Harder
  47. The Fastest Growing Social Platforms Are Based on Visuals: Via Global Web Index
  48. Visuals are often perceived as more trustworthy and accurate than text alone. Chart from NYMag’s Science of Us, Data from Prof. Brendan Nyhan
  49. Unfortunately,ALot of Marketing Investments in Visuals… Well… Suck.
  50. “Stockneric”
  51. “Borporate”
  52. “Illedgfographic”
  53. If You Can Stand Out Amidst this Crowd, Amplification is Far Easier toAchieve Data from Stone Temple Consulting’s Dec. 2014 Twitter Engagement Study
  54. Weirdly,Authentic &Amateur seems to often outperform Polished & Professional Via T-Shaped Web Marketer and Why SEOs Need to CareAbout Correlation
  55. The Less Directly a Tactic Leads to Sales, the Less the Competition
  56. Most Marketers and Sites Focus on Optimizing for Conversion Get More and More People Through These Steps And Get Paid $$
  57. But Investments in Education and Entertainment are Often Less Crowded Overrun with ads; hypercompetitive No ads; plenty room for new players
  58. Playing Games Browsing Social Reading News Engaging in Discussions Following Influencers If you get to know your audience well enough, you’ll know what they do before they ever reach the funnel
  59. Research If You Don’t Know… Via Growing Your Audience w/ Random Affinities Via Use Customer Surveys to Define Your Content Marketing Efforts Ask
  60. Adopt Early, While Competitors Delay #3
  61. Facebook’s Ads Are Finally Reaching Saturation
  62. But These PlatformsAren’t (Yet) Via Instagram Starts LettingAds Be Clickable
  63. SeeA Pinteresting New PPC Platform
  64. Excellent article fromAJ Kohn on using StumbleUpon + Remarketing with Great Results
  65. See Native or Not, Gum Gum’s In-ImageAds Work, and That’s What Matters
  66. See TheAdvertiser’s Guide to Surviving Reddit
  67. Mobile-Friendly is Table Stakes, But Mobile-First is Still in Infancy
  68. Via Benefits of a Mobile-First Design Strategy
  69. Tinder is one of the most powerful examples of a mobile-first design success.
  70. Via What Can We Learn from Tinder
  71. CNNhasrecently beenexperimentingwith mobile-firstcontentformats that createunique,engagingexperiences aroundcontent.
  72. Target Keywords, Sites, & Influencers BEFORE they Become Popular
  73. As an early Niice supporter, Mailchimp got a sweet ad deal to a great audience
  74. Today’s news forms tomorrow’s keyword demand Via PopURLs
  75. When stories like this becomes popular, keyword demand skyrockets, and fresher content has a better chance to rank.
  76. ReachingTop Influencers Can Feel Almost Impossible
  77. I may not be able to get Nilofer’s attention, but I can probably get in front of her up-and-coming influencers (via followeronk)
  78. Socialbakers will show you the fastest- growing profiles on Twitter, G+, & Youtube in given categories and countries
  79. Pay Attention to Correlation as Well as Causal Inputs #4
  80. In Social Media, Correlation Data is Well-Accepted Via Stone Temple’s Study of 4M+ Tweets
  81. e.g. Social Shares are Poorly Correlated w/ Content Engagement Via What You Think You KnowAbout the Web Is Wrong (from Chartbeat)
  82. e.g. Facebook Likes of Movie PagesAre Well-Correlated to Box Office Returns Via CitizenNet
  83. Via Experience the Blog Little Correlation Between Facebook Activity and Stock Performance
  84. We Use Correlation Data Intelligently in CRO Via Wordstream & KISS Metrics
  85. And InAdvertising Via Comscore & MarketingLand
  86. But, For Some Reason, When We Observe Correlations in SEO…. Via SearchMetrics Google UK Correlations
  87. Everyone Loses Their Minds
  88. Via Northcutt Blog
  89. When You Hear This: “Just because you implement schema.org doesn’t necessarily mean you should rank higher.” Via Does Use of Schema.org Markup Create a Ranking Benefit
  90. Think This: “Schema might boost your rankings, because CTR, which is improved by schema, can directly or indirectly affects rankings.” Via Does Use of Schema.org Markup Create a Ranking Benefit
  91. Then ConsiderAnalyzing the Data: Via SchemaAnalysis in SERPs from SearchMetrics
  92. Correlation doesn’t tell us why a site/page ranks higher than another.
  93. Correlation tells us what features & metrics sites/pages that rank higher have that lower ranking sites/pages don’t have.. More in this post: Why SEOs Need to CareAbout Correlation
  94. I want to know what top ranking sites are doing differently than lower ranking sites, even if it’s not a directly causal input to Google’s algorithm! More in this post: Why SEOs Need to CareAbout Correlation
  95. Invest in the Hardest Tactic to Measure: Brand #5
  96. Via Microsoft Research’s Domain Bias in Web Search Web SearchersAre Strongly Biased by Brands Searchers clicked WebMD 25%+ more often, even when it was given a less relevant snippet
  97. Via Queries & Clicks Can Influence Google’s Results Given that Queries & Clicks Can Influence Rankings… A few hundred clicks moved this result from #7 to #1 in under 3 hours.
  98. And thatTopical DomainAuthority is Such a Powerful Influencer of Rankings: Via Cognitive SEO’s Panda 4.0Analysis
  99. Via Forbes’Top Brands List Brand May Be a HugeAsset
  100. Via SEER Interactive’s Post on OfflineAdvertising Influencing Organic Search In the Future, BrandAdvertising May Be a Part of How SEO CampaignsAre Done:
  101. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com bit.ly/randsignal

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