Tim Resnik of Moz: "Thinking Outside the Black Box," presented at IPMC 2014, hosted by Go Overseas

Thinking Outside the Black Box
It’s not magic, it’s inbound marketing!
International Program Management Conference. June 2014. Berkeley, CA.
Tim Resnik, Product Strategy Principal, Moz @tresnik

@tresnik
Hello, I am a Black Box. This is
where MAGIC happens.

@tresnik
What I am going to
show you today IS NOT
MAGIC

@tresnik
Inbound marketing is not magic, this is…

@tresnik
Today’s Topics
 Inbound vs. Interruption
 Why search is so important
 20 not-so-magical, yet practical,
tips
 Q&A / mini-Workshop

@tresnik
Inbound is:
Relevant
Search is responsible for 90% of the clicks on the web

@tresnik
Interruption is:
distracting
Average click-through rate for a banner ad is .016%

@tresnik
Inbound is:
Inspiring
What’s the click-through rate here?

@tresnik
Interruption
is: irrelevant
12,000 press release per month on PR Newswire

@tresnik
Inbound is:
Earned
Generates momentum, long lasting

@tresnik
Interruption
can be:
ironic?
Is it contextual, or just more noise? You see 5,000 ads per day

@tresnik
Paid Search = 25% of clicks
Organic Search = 75% of clicks

@tresnikMore than 50% of search result pages have no paid ads at all

@tresnik
Outbound Inbound
Cost Static with scale Upfront costs, scales with
proper optimization
Time Instant results Delayed results
Sustainability Effective only while campaign
is active
Long-term continuous
results

@tresnik
SEO Plan
Content
Technology
Audience

@tresnik
90% of your SEO
effort should be on
content and
audience…

@tresnik
“(Wordpress) is a fantastic piece of software, it makes your site easily
crawlable by search engines, solves some 80-90% of mechanics of
SEO and is the first big step anyone can take towards creating a
popular online business.”
Via: http://www.howtomakemyblog.com/seo/googles-matt-cutts-wordpress-the-best-blogging-platform-for-seo/

@tresnikhttp://drupal.org/, http://joomla.com and http://www.squarespace.com are all good choices if Wordpress isn’t a match.

@tresnik
I wouldn’t recommend these platforms as a first choice for SEO-friendly blogging, though some (like
TypePad and Expression Engine) can be customized with enough elbow grease.

@tresnikhttp://yoast.com/articles/wordpress-seo/ - I also recommend the Yoast plugin “Wordpress SEO”

@tresnik
Title
Headline
URL
Links and Captions
META Description
Body Content

@tresnikThe three major on-page focal points: Title, Description, Headline
Headline (H1)
META Title
META Description

@tresnik
HTML Title and META Description are Important for Search H1 for
Google News
Headline (H1)
META Title
META Description

@tresnikBad H1 logic kills your chance in Google News
Inside Student Blog
1. Won’t show up
in results
because it is not
a relevant
search term
2. And if it did,
click through
would be
diminished

@tresnikhttp://google.com/webmasters - can help you diagnose and repair issues w/ your site

@tresnikhttp://google.com/analytics - track how visitors get to you and what they do on your site

@tresnikhttp://feedburner.com – create RSS feeds and track your subscribers and clicks

@tresnikhttp://bit.ly – great for determining which shares your fans/followers really enjoy

@tresnikhttp://moz.com – great for bigger sites and more experienced SEOs

@tresnik
* Credit Wil Reynolds (@wilreynolds) with the
catchy phrase

@tresnik
Resist! Don’t do it!

@tresnikWHO, WHAT, WHERE, WHY, WHEN and HOW

@tresnik
All-in-one auto-suggest tool: www.soovle.com

@tresnik
http://www.google.com/trends/explore

@tresnik
Less competition,
similar popularity.
Go with this one.
https://moz.com/researchtools/keywords/

@tresnik
Blogger
Has kids
A lot of followers
Is a promoter

@tresnik66
Measure Efforts Exploit Opportunities
This is how we
use to use
keyword data

@tresnik
Search Referral Traffic to SEOmoz

@tresnik
Rich Snippets: Own more real estate, amplify
your CTR.

@tresnik
Rich Snippets now easier to
implement

@tresnik
Tell Search Engines about:
• Articles
• Events
• Local Businesses
• Restaurants
• Products
• Software Applications
• Movies
• TV Episodes

@tresnik
Tell Search Engines about:
• Articles
• Events
• Local Businesses
• Restaurants
• Products
• Software Applications
• Movies
• TV Episodes
Use these
where possible

@tresnik
Choose the URL for the content you want “highlight”

@tresnik
Google is the largest search engine in
the world, who is the second?
1.
2.
3.
100B per month
60B per month
14B per month

@tresnikAmount of video served each month by YouTube

@tresnik
This dude knows his YouTube stuff, follow him: @philnottingham

@tresnikWhich one would you click?
Increases CTR by
30%
Increases visibility
Links to his G+
Profile
Links to his author
results on Google

@tresnik
http://moz.com/beginners-guide-to-seo

@tresnik
http://moz.com/blog/the-web-developers-seo-cheat-sheet-2013-edition

@tresnik
Where Geraldine Started Her
Blog

@tresnik
Where people usually give up.

@tresnik
2.5 years in, she’s reaching 1000s of daily
visits

@tresnik
Upwar
ds!Contact
me:
tim@moz.
com

Tim Resnik of Moz: "Thinking Outside the Black Box," presented at IPMC 2014, hosted by Go Overseas

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Tim Resnik of Moz: "Thinking Outside the Black Box," presented at IPMC 2014, hosted by Go Overseas

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