Why Inbound Marketing for Online Business - EBriks Infotech

1. Choose Short Men
(and tall women)

2. Let’s talk about dating…
http://blog.okcupid.com/index.php/your-looks-and-online-dating/

4. Here’s the problem

5. Height Is Holding You Back…
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/

6. 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/

7. Remove the Irrational Bias
And You Can Get Every Other
Criteria You Want, Fulfilled

8. Let’s Apply This Principle to
the Marketing World

9. 8 Irrational Biases
(and how your inbound marketing can benefit by rejecting them)

10. Bias #1: Ranking Position is All That Matters
http://www.seomoz.org/blog/mission-imposserpble-establishing-clickthrough-rates

11. CTR is Influenced By More than Position

12. CTR is Influenced By More than Position
Star Ratings, Reviews & Price
Author Photo
Date of Publication
Video Snippet

13. Start w/ Great Titles, Meta Descriptions & URLs
Terrible
Excellent
Snippet Testing Tool: http://www.google.com/webmasters/tools/richsnippets

14. Profile Pics = CTR Boost
Rel=Author Guide from AJ Kohn: http://www.blindfiveyearold.com/how-to-implement-rel-author

15. Video XML Sitemaps = CTR Boost
Video SEO Guide from Wistia: http://wistia.com/doc/video-seo

16. Rich Snippets: High Value in the Right Niches
Visual Rich Snippet Guide: http://www.seomoz.org/blog/a-visual-guide-to-rich-snippets

17. Bias #2: SEO is About Ranking for the “Money” Keywords

18. The Chunky Middle & Long Tail Are Amazing

19. Google Wants the Head for Themselves

20. Google Wants the Head for Themselves

21. Google Wants the Head for Themselves

22. 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)

23. Bias #3: AdWords is All The Keyword Research You Need

24. Search Suggest Is a Great Keyword Research Tool

25. Search Suggest Is a Great Keyword Research Tool
Great tool for grabbing search suggest data: http://ubersuggest.org

26. Google News: Research the Undiscovered Keywords
In the next 1-5 days, these will all
have significant search volume

27. Social Media Leads to Queries

28. Tools for Tracking Social: PopURLs
http://search.popurls.com/

29. Tools for Tracking Social: Topsy
http://topsy.com/s?q=dublin

30. Bias #4: My Site is the Only Place to Do SEO

31. Controlling Brand SERPs Matters

32. Earning Rankings on Other Sites May Be Easier

33. Dominating SERPs is a Powerful Tactic

34. Consider SEO for Your Profiles &
Content on these Sites, Too.
R
Users:
Users:
100mm
15mm
1B+
Millions
200mm
120mm
20mm
14mm
7.5mm
18mm

35. Controlling Brand SERPs Matters
You can’t let this
rank on page 2!

36. Bias #5: Social Sharing is Fire & Forget

37. What You Say and How Matters

38. 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.
Via http://followerwonk.com

39. 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

40. 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

41. Hashtags & Mentions Matter
Using the event hashtag will get
it in front of IFBC attendees
Mentioning me makes
sure I see it, which
might mean I RT

42. Snippets Matter in Google+
Not a great image (3:4
style format works best)
Comes from title &
meta description

43. Snippets Matter on Facebook
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

44. Bias #6: SEO is About Best Fitting to the
Perfect Algorithmic Formula

45. Google SEES ALL. KNOWS ALL.
http://www.seobythesea.com/2011/07/how-google-might-rank-pages-basedupon-usage-information/

46. Scale of ROI from SEO Activities Over Time
2004-2009
Highest
Value
Make the website’s pages
accessible to engines
Build links to individual
URLs for higher rankings
Optimize on-page
keyword usage/targeting
Create content people
want to consume & share
Lowest
Value
Optimize metadata,
schema, rich snippets, etc

47. Scale of ROI from SEO Activities Over Time
2004-2009
Create content people
want to consume & share
Make the website’s pages
accessible to engines
Optimize on-page
keyword usage/targeting
Optimize on-page
keyword usage/targeting
Create content people
want to consume & share
Lowest
Value
Make the website’s pages
accessible to engines
Build links to individual
URLs for higher rankings
Highest
Value
2010-present
Optimize metadata,
schema, rich snippets, etc
Optimize metadata,
schema, rich snippets, etc
Build links to individual
URLs for higher rankings

48. 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)

49. Bias #7: There’s No Simple Way to
Increase Traffic

50. Site Speed Optimization: Simple.
Data from @jcolman of REI
http://www.slideshare.net/jcolman/web-performance-optimization-the-silver-bullet-of-seo-and-ux

51. 404, 500 & 302 Fixes: Simple.
http://google.com/webmasters and/or http://pro.seomoz.org can help ID these

52. Re-targeting: Simple. Increases Traffic.
Best retargeting providers?
http://www.seomoz.org/blog/comparing-the-top-4-retargeting-companies

53. Sharing New Content on Each Network. Simple.

54. Bias #8: CRO is about testing variations
of content and design

55. I want more people
who visit the site to
subscribe via email
From my blog: http://moz.com/rand/

56. A) More People
Visiting
B) Higher
Conversion Rate

57. Let’s Improve the Call to Action!
This must be
the problem!

58. A/B Testing
We’ll show half our visitors one and
half the other, and get a winner

59. Multivariate Testing
We’ll show each version to a
percentage of visitors and find a winner

60. We Can Test Everything!
Location on Page
Display Width
Box Color
Address Verification
Social Proof Inclusion
Different Versions Based
on User Behavior
Loading After the Page
Changing Messaging on
Call-to-Action Copy
Different Types of Pages/Posts

61. That’s Not CRO

62. What if this isn’t the
problem?

63. What if this is?

64. What if this guy is?

65. Likability
Design
Branding
Historical Experiences
Trust
Social Proof
Word of Mouth
Associations
UX
CONVERSION DECISION
CTAs
Price
(it’s a complex process)
Process
Copywriting
Word of Mouth
Timing
Discovery Path
Amount of Pain
Effort Required

66. Likability
Design
Branding
Historical Experiences
Trust
Social Proof
Word of Mouth
Associations
UX
CTAs
WHICH OF THESE IS THE
REAL ISSUE?
Copywriting
Price
Process
Word of Mouth
Timing
Discovery Path
Amount of Pain
Effort Required

67. 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
What made you take
What initially made
from SEOmoz? What’s
the free trial?
you want SEOmoz?
What objections did
What objections did
What would make you
you have and how did
you have and how did
more likely to sign up?
you overcome them?
you overcome them?
What are your biggest
What caused you to
What’s been most
objections to signup?
cancel subscription?
valuable to you?
What would have made
Had success w/ Moz?
you stay a subscriber?
Can we share?
brought you back?

68. This is How the Pros Do It:
Boom.
From Conversion Rate Experts’ case study (which is definitely worth a read):
http://www.conversion-rate-experts.com/crazy-egg-case-study/

69. This is How the Pros Do It:
Boom.
And Shakalaka.
From Conversion Rate Experts’ case study (which is definitely worth a read):
http://www.conversion-rate-experts.com/crazy-egg-case-study/

70. 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-rateexperts.com/seomoz-case-study/

71. Remove Irrational Biases.
Win at Marketing.

72. Choose Short Men (and tall women)
http://bit.ly/chooseshortmen
• Email: rand@seomoz.org
• Tweet: @randfish
• Blog: moz.com/rand