Rand Fishkin's presentation for the head-to-head vs. Will Critchlow at Boston PROSEO May 2011.

1. Will vs. Rand Round IV: Boston
Rule the Men’s Fashion SERPs
Rand Fishkin, CEO + Co-founder, SEOmoz
May 2011; Boston

2. Men’s Fashion is Hard…

3. http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
Proper Tailoring
Matching WaistCoat/Vest
Necktie w/ Windsor Knot
Appropriate Sleeve Length
Pasty white neck skin
Sewn by Fashion Philistines
Squishy Pinkness
Coatsleeves that ends mid-forearm

4. Sartorial Style Must Not Be Lost!

5. Rise Up + Defeat the Scourge that is…
The “Silicon Valley Tuxedo”

6. Step one of any SEO strategy:
Research

7. Brands
Generics

8. We are going to need a
mind-blowingly great product.

9. “Good artists borrow.
Great artists steal.”
- Pablo Picasso

10. 15 Amazing Examples:
And the crazy-cool tactics I’m going to steal from each of
them to make a killer, SEO-enhanced product.

11. Via http://www.oyster.com
#1: Oyster’s “Reporter-Style” Reviews

12. Via http://hotornot.com
#2: HotorNot’s Simple, Addictive Ratings

13. Via http://hotornot.com
#3: Angry Birds’ Inconsistent Rewards

14. Via http://www.webtrends.com/Products/Analytics/Web
#4: WebTrends Drop-Dead Gorgeous Interface

15. Via http://sparkbuy.com/laptops
#5: SparkBuy’s Faceted Shopping Engine

16. Via http://www.travelpod.com/traveler-iq
#6: TravelPod’s Quiz

17. Via http://adage.com/power150/
#7: The AdAge Power 150

18. Via http://gofugyourself.com/fuggo-tango-05-2011
#8: Addictive Writing of GoFugYourself

19. Via http://www.cubeduel.com/
#9: Cubeduel’s Rate-Your-Coworkers App

20. Via http://blog.disqus.com/post/5247780112/pull-people-into-your-conversation-with-mentions
#10: Disqus Comments w/ @mention Replies

21. Via http://www.nissanusa.com/leaf-electric-car/index
#11: Rock HTML5 Animations Like Leaf

22. Via http://artistmarketplace.moleskine.com
#12: Moleskine’s Artist Marketplace

23. Via http://blog.okcupid.com/index.php/10-charts-about-sex/
#13: OKCupid’s Drop-down CTAs

24. Via http://www.seomoz.org/ugc
#14: YOUmoz’s Blog Submission System

25. Via http://www.threadless.com/bt/year,2010
#15: Threadless’ Bestee Awards

26. Meet
Haberdashing.com

29. Bookmarking
Store Content
Fashion 101 Content
“Best of” Content
Awards + Badges
Value Proposition
Key Product
Powered by Facebook Likes/Shares via oAuth
Created by Editors + UGC Reviews/Ratings
Editors Answer Tough Fashion Qs w/ Graphics
Awards Best Fashion via FB Photos/Tagging
Widgets for Users + Badges for
Stores/Brands that Earn High Ratings
Help Men Look Their Best
Store that Learns Based on What You + Your
Friends Like/Rate/Buy

30. 10 Marketing Tactics:
Inspired by the marketing of others, these will help insure
that Haberdashing is at the top of every search result.

31. Journalists who participate on the web are often far easier to connect with than those who
don’t. If you’re bootstrapping, use social sites to make your media contacts.
#1: Media Outreach for Launch(es)
Searching Quora (via Google)
Searching Twitter (via FollowerWonk)
Searching LinkedIn

32. By tagging people and clothing in photos, you alert both individuals and brands to your
presence on Facebook. To see the photo… They have to first “like” your page/brand!
#2: Event Photography + Facebook Tagging

33. Using some basic queries at sites like http://twitter.com http://quora.com
http://answers.yahoo.com, etc. can reveal huge direct marketing opportunities.
#3: Answer Burning Questions Socially

34. Via http://www.mobilecrunch.com/2011/03/29/like-us-on-facebook-win-awesome-stuff/
#4: Contests + Giveaways w/ Social Tie-Ins

35. Via http://www.flickr.com/creativecommons/
#5: Flickr’s Creative-Commons Licensed Photos

36. Finding guest blog opportunities is fairly easy – Try queries like
http://www.google.com/search?q=fashion+"guest+author“ and variations thereof
#6: Oli Gardner-Style Guest Blogging

37. Via http://blog.okcupid.com/index.php/10-charts-about-sex/
#7: OKCupid’s Drop-down Social CTAs

38. Hundreds of links and tens of thousands of visits are available if you use the right, “hot”
technology to build your site. Query e.g. http://www.google.com/search?q=html5+gallery
#8: CSS + HTML5 Gallery Submission

39. Via http://www.programmableweb.com/mashup/amazon-wishlist-gadget
#9: Embeddable Badges + Widgets

40. The process is simple, but the execution is hard. You need a data-driven but empathetic, high
quality writer to do outreach individually + personally.
#10: Store/Brand Outreach Campaign
Use a non-personalized, geo-
agnostic query like this, then
find smaller brands appearing
on page 3-100 of results.
Then find individual
shops/stores in major
markets by using the
location setter in
Google Search

41. The primary goal of outreach should be to get your brand in that person’s head. Then, if you
execute well enough on the product side, you’ll earn links, tweets, shares, likes, etc. naturally.
#10: Ask Not What They Can Do For You…
Make this link a landing page
explaining value proposition for
contributors + retail stores.

42. 8 Tools for Measuring + Improving:
My recommended metrics + data tools for building a
repeatable, scalable process for Haberdashing.

43. Via http://www.seomoz.org/blog/seomoz-google-analytics-setup-whiteboard-friday
#1: Google Analytics (w/ Some Customizations)

44. Via https://analytics.postrank.com/ - PostRank will measure the social sharing activity on any
URL in a feed, so you can see what content works (and doesn’t) on the social web
#2: PostRank

45. Via http://feedburner.com – though it hasn’t been updated in a long time, it’s still the best
free software for monitoring feed activity and growth.
#3: Feedburner

46. Via http://unbounce.com/
#4: Unbounce’s Landing Page Platform

47. Via http://www.facebook.com/insights
#5: Facebook Insights

48. Problem w/ video is it’s hard to measure engagement w/ traditional analytics that show only
pageviews. http://www.wistia.com fixes that in an elegant way.
#6: Wistia Video Analytics

49. If you use shortened URLs on Facebook + Twitter, http://bit.ly can help track and segment out
the portion of the traffic that’s direct vs. referral (but hidden due to desktop/mobile apps)
#7: Bit.ly PRO for Short URL Tracking

50. Via http://www.geckoboard.com/
#8: GeckoBoard

51. When someone uses Haberdashing,
this is how they should feel…

53. Q+A
Rand Fishkin, CEO & Co-Founder, SEOmoz
• Twitter: @randfish
• Blog: www.seomoz.org/blog
• Email: rand@seomoz.org
You can now try SEOmoz PRO Free!
http://www.seomoz.org/freetrial