Rand Fishkin's presentation at Seattle Interactive Conference 2011.

1. Inbound Marketing
is All Connected
Download: http://bit.ly/inboundconnected
Rand Fishkin, CEO, SEOmoz

2. Why Did We Become
Marketers?

3. So We Could
Push People?

4. Prod
Them

5. Force Them

6. to Buy Something
They Don’t Want?

7. No.

8. That’s Interruption Marketing.

9. Interruption
…

10. Interruption
Stops Us
…

11. From Doing What
We Want

12. So It Can Sell Us
Interruption
…

13. Interruption
…
What We Don’t Need

15. Interruption Marketers

16. Interruption Marketers Me

17. Ads
Interruption Marketers Me

18. Interruption
…
That’s
Not
How
We
Roll.

19. How People Buy in 2011

20. Realize a Need

21. Investigate Options

22. Ask Our Friends

23. Seek Out Experts

24. Find Communities

25. Dig Into Every Detail Available

26. Convert

27. You Don’t Buy Those
Visitors.

28. In∙bound Mar∙ket∙ing
-noun
Any tactic that relies on earning
people’s interest rather than buying
it.

29. We’re Here to
Help

36. Original Audience: 250
Total Reach: 11,000+
Buh.. Zam.

41. Content

42. Influences
Everything

43. Without Great
Content…

44. There’s No
Chance of
Success.

45. Content Can Mean:

46. “Content.
”

47. Community

48. Product

49. Or
Distribution

50. No Matter the Form;
Content is the Foundation
of Great Inbound
Marketing

51. Search

52. Search is How
Things Get Found.

53. Search =
Discovery

54. Discovery = Sharing

55. Search Brings
Highly Qualified

56. Search
Dominates

57. Social

58. Social Lives at the Top of the
Funnel

59. Social is Discovery
Prior to Interest

60. Social Demands Great
Content,

61. And Rewards It.

62. Social Can Spread a
Message Like Nothing Else

63. Today,
Social is
a Huge
Influence
on Search

64. Users: 50mm 750mm 200mm 120mm 10mm
Users: 14mm Millions 14mm 6.5mm
And Social Appears to Be
Fragmenting into Multiple Large
Communities

65. Conversion

66. The Funnel Only
Exists So It Can
Convert.

67. Optimizing Conversion
Means Measuring & Testing

68. It Means Listening, Too.

69. A Lot of Conversion
is Wrapped in Soft
Metrics

70. Branding

71. Messaging

72. Familiarity

73. Trust

74. CRO is a Critical
Practice

75. But it
Requires
Holistic
Marketing
to Succeed.

80. Now We Can Win.

81. 10 Actionable Tactics w/
Examples

82. #1: Data as Content Marketing
Tons of great examples via Kelly Ford’s blog post:
http://kellynford.com/2011/09/27/marketing-your-startup-with-a-steady-

83. #1: Data as Content Marketing
While Kelly shows lots of good ways to use your growth/financial/metrics
data, I also love using user/habit/trend data like

84. #2: Video Content + SERP Visuals
For a brief time, SEOmoz held the top 3 spots for “learn seo,” and the video
result in position #3 actually earned more traffic/clicks than the top 2

85. #2: Video Content + SERP Visuals
Getting a video snippet simply requires embedding a video on the page (though standard YOUTube
embeds don’t work) and submitting a video XML sitemap file. We use http://wistia.com which is
awesome for this.

86. #3: Thought Leadership +
Rel=Author
Who needs to rank #1 when you can earn better traffic than the top ranking sites w/
a photo?! 

87. #4: Social Networks for Personalized
Rankings
Last year, Google used Facebook, Friendfeed, Twitter, Quora and several other social networks
to show connected content. Today, it’s nearly impossible to find something socially annotated
that’s not through Google+

88. #4: Social Networks for Personalized
Rankings
More on this: http://www.seomoz.org/blog/social-annotations-in-search-now-your-
social-network-rankings You can see your socially connected data via

89. #4: Social Networks for Personalized
Rankings
Create Share-Worthy
Content
Win the Internet Share Socially
More Searchers Biased Earn Rankings
to Seeing Your Stuff Boost
Network Amplification Get Natural Links
Grows Reach through Visibility
Earn More
Social Followers
Growing your social network and sharing socially creates a virtuous cycle of
marketing/influence.

90. #5: Link Building w/ Your Social
Followers
Tactic via Wil Reynolds of SEER Interactive:
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
http://www.seerinteractive.com/blog/using-twitter-and-backlinks-to-

91. #5: Link Building w/ Your Social
Followers
You can use Klout or Followerwonk scores (or just follower counts) to
order the results

92. #5: Link Building w/ Your Social
Followers
Use vLookup in Excel
with the Linkscape API
to see if they’re linking
to you yet
How to: http://www.distilled.net/blog/seo/getting-started-with-the-

93. #5: Link Building w/ Your Social
Followers
Engage w/ or reach out to
sites you want links from
This tactic can also be applied to blog commenters, email list subscribers and any
social network where you can export a list of your friends/followers

94. #6: Long Tail SEO via Gamification
http://quora.com has been highly effective with this, as have
http://stackexchange.com, http://dribbble.com, and even Moz’s own

95. #7: PR through Social Outreach
Starting a relationship over social media is easy and it leads to great press coverage
surprisingly fast. Recent example from Moz: http://www.geekwire.com/2011/postit-wars-
part-space-invaders-attack-pine-street

96. #8: Viral-Worthy Content via Q+A Research
Places like http://answers.yahoo.com, http://quora.com, http://answers.com,
virtually any web forum (http://boardreader.com is a good way to find them) and

97. #9: Influence Search Suggest through
Branding
You can see the original experiment here:
https://plus.google.com/111294201325870406922/posts/BJJyt6rZ5Ku

98. #10: Leverage Thought Leaders to Build
Content
Via http://blog.folyo.me/post/10723370923/how-much-does-a-website-cost The
concept is simple; identify leading influencers in your space, recruit them to
contrbute something small, perhaps just a few survey answers, then aggregate and

100. Download this deck:
bit.ly/inboundconnected