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
And worse at karaoke⊠via http://www.distilled.net/jobs/seattle/search-marketers/
18. WebSpam Struggles to Keep Up
http://www.seomoz.org/blog/how-google-makes-liars-out-of-the-good-guys-in-seo
19. 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
20. Today, the âLinkeratiâ are a Far Bigger Group
Via http://www.slideshare.net/fullscreen/PewInternet/022612-nfais-newnormalpdf/6 (Pew Internet & American Life Project)
21. 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
22. 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
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)
46. #1: Dollar Shave Clubâs Video Launch
Expose everyone to your
great content; donât hide it.
http://www.dollarshaveclub.com/
47. #2: Every Time Zone Visualized
Suggest links! And
make it painless.
http://everytimezone.com/
48. #3: FeeFightersâ Brilliant Blog
Make your tagline give
you great anchor text
A smart move from http://feefighters.com/blog/
49. #4: The Economistâs Graphics Blog
Hmm⊠I wonder if a blog
all about charts & graphs
will get lots of links and
embeds?
Choosing a linkbaity content style is a smart move: http://www.economist.com/blogs/graphicdetail
50. #5: Zemantaâs Blog Links Tools
Puts your images and content in front of
800K+ bloggers while theyâre writing
Try out the demo here: http://www.zemanta.com/demo/ (no, Iâm not affiliated with them in any way)
51. #6: Twitter Stories
This is basically just
content curation +
unique design
Unique visualizations make for remarkable share-ability: http://stories.twitter.com/
52. #7: Slateâs Partnership with Q+A Site Quora
Emerging content platforms
desperately need visibility and
monetization; you need
content. Make it work!
Description of the partnership here: http://www.quora.com/blog/Quora-Partners-with-Slate
53. #8: Koozaiâs Viral Blog Post Via Google News
Use every weapon in the
arsenal â News, Video
Rich Snippets, Rel Author,
Schema, etc.
Itâs naturally assumed great content will fall flat without link building. However
this post had no outreach but journalists and authors found it on Google News
and linked to it, which sparked a debate that got us 473 backlinks from 106
domains (without doing outreach).
- Mike Essex, Koozai
Via http://www.koozai.com/blog/search-marketing/are-ebooks-the-new-content-farms-2901/
54. #9: See Jane Work: Demographically Targeted Office Supplies
Harnessing the power of an already-united group can yield tremendous results
55. #10:
This strategy, which Iâm
calling âpridebait,â is just
cheating.
Even more effective?
Nominating/mentioning
those who have HUGE
social followings.
http://www.time.com/time/specials/packages/article/0,28804,2107952_2107953_2109626,00.html
56. #10:
This strategy, which Iâm
calling âpridebait,â is just
cheating.
Even more effective?
Nominating/mentioning
those who have HUGE
social followings.
http://www.time.com/time/specials/packages/article/0,28804,2107952_2107953_2109626,00.html
57. Rand Fishkin | CEO
@randfish
www.seomoz.org/blog
rand@seomoz.org
http://bit.ly/mozcontent2012