11. Go Overboard
Once youâve gone to âsupreme link pyramid elite,â you know youâre desperate. http://www.wickedfire.com/links-
seo/154095-supreme-all-one-seo-solution-only-28-proven-results-dominate-google.html
15. Links Were Never Really Votes
Does the author mean
to endorse this page?
Does he mean to say it
should rank better for
âa very similar thing?â
Search engines found links useful as a proxy, but most of those linking on the web donât intend to contribute to the link graph.
16. The Algo Wasnât Intended to Benefit Marketers
http://marketingland.com/is-googles-over-optimization-penalty-its-jump-the-shark-moment-in-web-search-8633
17. But SEOs Are Better at Links than Everyone Else
Linklove London Last Friday via: http://foliovision.com/2012/03/31/distilled-linklove-conference-london-2012-review
18. WebSpam Struggles to Keep Up
http://www.seomoz.org/blog/how-google-makes-liars-out-of-the-good-guys-in-seo
19. Many Links are a Thorn in Search Enginesâ Side
An enlightening example of spammer mentality: https://www.google.com/search?q=build+my+rank+alternatives
20. Googleâs Clearly Trying to Move Beyond Links
Individual link
metrics have lower
correlation over
time, while social
signals rise.
Via http://www.seomoz.org/blog/facebook-twitters-influence-google-search-rankings
21. Sharing on the Web Has Evolved
It used to be that
the âLinkeratiâ
controlled the
webâs sharing.
http://www.seomoz.org/blog/21-tips-to-earn-links-and-tweets-to-your-blog-post
22. Today, the âLinkeratiâ are a Far Bigger Group
Via http://www.slideshare.net/fullscreen/PewInternet/022612-nfais-newnormalpdf/6 (Pew Internet & American Life Project)
24. I Want to Rank Higher For This Query
Ranking here
will bring me
more customers
https://www.google.com/search?q=custom+kitchen+knives
25. Decision Time
OPTION A:
Create lots of great content, start
OPTION B:
a blog, shoot some videos, build
Point some @#$%ing
up a community via social
links at my page.
networks, participate in
forums, try to earn some pressâŠ
Option A sounds like a lot of workâŠ
26. Most SEOs Make the Obvious Choice
YEE-HAW LINKS!!
Option B can certainly work.
28. What Really Matters to a Business on the Web?
Competitors Tactics: Avg Cost of Acquisition:
Paid Search $95.00
Banners & Display Ads $150.00
Brand Advertising $Unknown
Television, Radio & Print Media $180.00
Contextual Ads $115.00
Paid forms of acquisition are easier to measure, optimize and invest in. Managementâs comfortable with them.
The engines/platforms make it easy to buy them. Why wouldnât you use paid acquisition?
29. What Really Matters to a Business on the Web?
âInboundâ Tactics Avg Cost of Acquisition:
Organic Search $15.00
Social Media Marketing $35.00
Blogs & RSS $60.00
Community / Forum Participation $20.00
Video Content $70.00
If you invest in inbound tactics, your cost of custom acquisition can be dramatically lower than the competitionâs
30. What Really Matters to a Business on the Web?
COCA / CLTV = This
Ratio. Strength here
means you have more
to invest in every other
part of the business.
Thanks to Cascadia Capital for the chart: http://www.cascadiacapital.com/
31. Decision Time
OPTION A: OPTION B:
Content + SEO + Social + Point some @#$%ing
Community + Press links at the page.
Which one of these truly
results in lower COCA?
This time, Option A looks a lot more appealing.
33. #1: I Want to Invest in Multiple Channels at Once
More Long
Higher More Brand
Tail SEO
Conversion Rate Visibility
Higher Organic CONTENT! Stronger Social
Search Rankings Following
More Direct & Bigger Fanbase & More Referring
Bookmarking Traffic Community Links
Content, by its very nature, creates multi-channel marketing opportunities and wins.
34. #2: I Want to Be Proud of My Work
Am I making the Internet a better place?
35. #3: I Want Strategies that Last No Matter What
If this is the future, I
better build a memorable
brand that has positive
signals of every kind.
I want marketing that will last even if Siri replaces Google, social replaces search, apps replace the web, etc. (note: I donât
actually believe any of those things will happen, but I do like to be prepared)
36. #3: I Want Strategies that Last No Matter What
Who knows, maybe DDG is really on to something: http://duckduckgo.com/traffic.html
37. #4: Content Builds Links While I Sleep
Virtually every link here is
editorially-given because
of content weâve produced
https://www.google.com/search?q=seomoz+-site:seomoz.org&tbs=qdr:h (qdr:h at the end of the query narrows to results from just 1hr)
40. Donât Limit Yourself to Content About Your Subject
This blog might work for
them, but IMO, itâs far too
topically specific and not
âinterestingâ enough to be
consistently share-worthy.
http://www.theofficesuppliessupermarket.com/blog
41. Discover What Your Audience Shares
Three tools: http://followerwonk.com, http://topsy.com, and Googleâs Discussion Search
42. Brand Your Content to Align with Your Business/Products
Fiskars Scissors (fiskars.com) runs the amazing Fiskateers blog (http://www.fiskateers.com/); a great example of alignment.
Though, for SEO, I wish theyâd gone with fiskars.com/fiskateers or fiskars.com/blog
43. Or Brand Your Product to Align with Your Content?
Coudal Partners is a
fascinating example of this.
This is basically what we did at SEOmoz â created a product that fit with the content + audience weâd built
44. Remember, Content Can Mean:
Actual Content Community Products Platform/Data
The âcontentâ you produce and market can be much more than just a blog (though blogs are pretty awesome at this)
59. Erasable, Caffeine-Monitor Board Next to My Desk
http://designtaxi.com/news/351340/In-Caffeine-We-Trust-An-Infographic-To-Track-Your-Coffee-Consumption/ - but simple/erasable on a mini-whiteboard
60. Caffeine Tracking/Contest Mobile App
Make the leaderboard publicly accessible for those who opt-in, and then link to the social accounts of the most caffeinated members.
61. Rating Drinks on an Official âCaffeine Scaleâ
Rate every beverage from every store possible on caffeine content, taste and caloric content and have a monthly dynamic leaderboard.
62. Weird Foods and Drinks that Contain Caffeine
Ugh⊠And this is one of the
best articles I could find.
Rate every beverage from every store possible on caffeine content, taste and caloric content and have a monthly dynamic leaderboard.
63. Costumes Beyond Halloween
No domain given, so Iâll just work on the concepts. BTW â that Yodabot is awesome.
64. Analysis of Hollywood Costumes
http://clothesmonaut.wordpress.com/category/costume-analysis/ - buy this blog, or re-create it.
65. Give Awards to the Best âStreet-Spottedâ Costumes
You can set up an
alert/search, watch for
these, tweet to the winners
and ask for permission to
feature their photos.
https://twitter.com/#!/search/realtime/costume%20twitpic â you can use a few modified versions of this query, too
66. Coverage of Non-Halloween Costume Events
http://www.flickr.com/search/?w=all&q=fremont+zombie&m=text â thereâs tons of these.