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/
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)
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 URL in the center of text blocks, no
tag next to the URL usernames or hashes around it
41. Hashtags & Mentions Matter
Using the event hashtag will get
Mentioning me makes
it in front of IFBC attendees
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-based-
upon-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
Optimize metadata,
Lowest
Value schema, rich snippets, etc
47. Scale of ROI from SEO Activities Over Time
2004-2009 2010-present
Highest
Value
Make the website’s pages Create content people
accessible to engines want to consume & share
Build links to individual Make the website’s pages
URLs for higher rankings accessible to engines
Optimize on-page Optimize on-page
keyword usage/targeting keyword usage/targeting
Create content people Optimize metadata,
want to consume & share schema, rich snippets, etc
Optimize metadata, Build links to individual
Lowest
Value schema, rich snippets, etc URLs for higher rankings
48. The “Algorithm” Today Has Very Few Inputs:
Delightfulness Accessibility & Ability to Reach
to Users
+ KW Targeting
+ an Audience
=
Rankings
(eventually – sometimes it takes a while)
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
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
65. Likability
Design Branding
Historical Experiences
Trust
Social Proof
Word of Mouth
Associations
UX
CONVERSION DECISION Price
(it’s a complex process)
CTAs
Process
Copywriting Word of Mouth
Timing Amount of Pain Effort Required
Discovery Path
66. Likability
Design Branding
Historical Experiences
Trust
Social Proof
Word of Mouth
Associations
UX
WHICH OF THESE IS THE Price
CTAs REAL ISSUE?
Process
Copywriting Word of Mouth
Timing Amount of Pain Effort Required
Discovery Path
67. Ask Smart Questions to the Right People
Never Taken a Took the Free Trial Took the Free
Free Trial But Left Trial and Stayed
What are you seeking What made you take What initially made
from SEOmoz? What’s the free trial? you want SEOmoz?
brought you back?
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?
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-rate-
experts.com/seomoz-case-study/
