1. SEO and Inbound Marketing
MozCon 2013 in Review

2. What is Moz?
• Founded in 2004 in Seattle as an SEO Consulting firm
• In 2010 Moz launches web app and becomes a software
company; no longer takes on consulting clients
• From 2009-2012 saw ~700% increase in revenue.
• Rated #50 on Inc 500 list of Top 100 Software Companies
So what does Moz do?

3. Moz Analytics

4. OpenSiteExplorer and
FreshWebExplorer

5. Followerwonk

6. What is SEO?
SEO is the practice of improving and promoting a web
site in order to increase the number of visitors the site
receives from search engines. There are many aspects
to SEO, from the words on your page to the way other
sites link to you on the web. Sometimes SEO is simply a
matter of making sure your site is structured in a way
that search engines understand.
Search Engine Optimization isn't just about "engines."
It's about making your site better for people too.

7. What is Inbound Marketing?
Inbound marketing is advertising a company
through blogs, podcasts, video, eBooks,
enewsletters, whitepapers, SEO, social media
marketing, and other forms of content marketing.
Inbound marketing earns the attention of
customers,makes the company easy to be found
and draws customers to the websiteby producing
interesting content.

8. Goal of Inbound Marketing
• Attract traffic
• Convert visitors to leads
• Convert leads to sales
• Turn customers into repeat higher margin
customers
• Analyze for continuous improvement

9. Our Content Sells Itself
Without any marketing campaign, our eBooks on the iBook
store have sold 283 units for $3,962 net revenue, since re-
launching on iTunes August 1st.

10. How Do We Attract Traffic?
Different channels
• Organic Search Traffic
• Inbound Links
• Social Media campaigns
• Email campaigns
• Paid search / traffic
• Other ways?

11. What Factors Help Search Rankings?

12. Moz Study: Correlations

13. Correlations
On Page

14. Correlations
Page Level Links
Domain
Level
Links

15. Correlations
Social Signals

16. Correlations
Speed

17. Correlations
According to Moz’s 2013 study…

18. Links

19. Old school link building methods
• Press Releases
• Guest blogging
• Commenting on blogs
• Social bookmarking sites (Delicious, etc)
• Link networks and exchanges
• Paid links

20. Guess what…
These don’t work anymore*!!!!

21. Google Devalues Everything We Have
Control Over
• Anything
webmasters, developers, marketers, etc –
have control over when it comes to link
building is quickly being devalued by Google in
an attempt to make truly “organic” search
results.
• Don’t build links – build relationships, create
worthy content

22. Social Media
I bet you think I’m going to talk about…
• Twitter…
• Facebook…
• Pinterest…

23. OK…

24. So…is Social Media worth our time?
Duh. Of course it is.

25. Social is important

26. Social Media should be used to solidify
ourselves as Thought Leaders and
reach out to Influencers

29. Efficiency

30. The Goal….
The goal is to become Thought Leaders in our
Industry.
Create and share valuable content.
Create buzz and drive interest to our content.
Become a recognizable brand.

31. Now we’re briefly going to talk about
Mobile

34. “If your company has a non-stinky mobile
website and mobile app then congratulations!
You have successfully solved the problem of
2009.” – Avinash Kaushik

35. Conversions – A/B Testing
Marketing team for Obama 2012

36. How did it perform?
• +19% Conversions
• ~ $43.5 Million

39. Experimentation Best Practices
1. Start Simple
2. Always Have a Test Running
3. Don’t Be Afraid to Fail

41. OK wrap it up…
I’m almost done…relax.

42. TAGFEE
Transparent
Authentic
Generous
Fun
Empathetic
Exceptional

43. Rand Fishkin, CEO of Moz’s words.
The Excuse: Our data isn’t that interesting.
The Reality: You aren’t that creative.
The Excuse: We could never share that
information.
The Reality: Your fear is stronger than your
desire to be better.

44. Rand Fishkin, CEO of Moz’s words.
The Excuse: We don’t know if this will produce
results.
The Reality: You won’t know until you try.

45. Rand Fishkin, CEO of Moz’s words.
The Excuse: This doesn’t fit with our brand.
The Reality: Would you say that if it worked?

46. Rand Fishkin, CEO of Moz’s words.
The Excuse: It’s too complex/expensive/off-
roadmap.
The Reality: The harder it is, the more impossible it
will be for your competition to catch up.
The Excuse: We can’t justify doing something our
competitors aren’t.
The Reality: Mimicking the competition ensures you
will always trail them.

48. Questions?