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1. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
The Invisible Giant
That Mucks Up Our Marketing

2. Bit.ly/giantmuck

3. Via Radio Praha

4. Via NPR

5. Via XKCD

6. Via Medium

7. Via PLOS

8. Via PLOS
1) Men get more praise and
less criticism at every level.
2) Women get less praise
when they do well, and more
criticism when they don’t.
3) The least skilled men are,
consistently, the harshest
critics of women.

9. Via YouGov

10. Why?

11. The Invisible Giant Via halo .

12. Cultural Conditioning

13. It’s not just gender norms.
The culture we live (and work) in
biases all our actions & beliefs

14. Like fish in water, we don’t realize
we’re swimming in it. Via Oliver Tarling

15. It’swhy(despiteallthedatathatin-officeworkislessproductive,
misery-inducing,&lowerquality)mostofusstillcommute.

16. It’swhy,eventhoughweknowit’snet-negativetoproductivity,
manyofuswork50,60,or70+hoursinaweek.

17. It’swhy,eventhoughweknowthearchetypical“brilliantasshole”
dragsdownteamperformance,theykeepgettinghired.

18. It’swhy,despiteawfuloddsthataninvestor-backedtechstartup
willproducereturns,techentrepreneurslikemethinkthatraising
moneyisacelebratorymilestoneandagoaltostrivefor…

19. What About…
Marketing?

20. Let’s go from
Strategic Tactical

21. MarketingCulture LeadsUstoBelieve:
Investments Must Be
Measureable

23. Easiest-to-Measure Channels:
1)Pay-per-click advertising
2)Socialmedia advertising
3)Retargeted/remarketedadvertising
4)Emailmarketing
5)Directmailadvertising

24. Hardest-to-Measure Channels:
1)Word of Mouth
2)SEO
3)(organic)SocialMedia
4)ContentMarketing
5)Public Relations

25. Whatif thosechannelsareeasy tomeasure
becausethemoremeasurablethey are, themore
money powerfulcorporationsmakefromus?!

27. Solution: Invest X% in Hard-to-Measure
Marketing Channels
Paidads+email
Social+contentmarketing
SEO
Events+PR

28. Use Geography, Audiences, and/orTime-Series
AnalysestoMonitorBrand+TrafficLifts
Nest can see exactly
how their PR
launch impacted
search activity via
Google Trends’
upgraded toolset

29. With tools like Fresh Web
Explorer, Talkwalker, or
Mention, you can track
media mentions too.

30. MarketingCulture LeadsUstoBelieve:
Channels Must Be
ROI-Positive

32. The Story of Whiteboard Friday…

33. Over Time, Effectiveness Improves!
2008
WBFisourworst-performing
blogposteachweek
2017
WBFisourbest-performing
contentpieceeachweek

34. Solution: Focus on Potential;
Measure Against Trajectory
Today
Long-Term
Potential
1Year 2Years
EstimatedGrowthRate
ROI-Positive
If you’re here after three
months of work, you’re on
a powerful trajectory, even
if it’s not ROI-positive yet

35. MarketingCulture LeadsUstoBelieve:
Search Investments
Are Either SEO or PPC

36. SEO:

37. PPC:

38. Percent of Google Web Results w/ only
these two types of results:
54.7%

39. Percent of Google Clicks Going to Other
Types of Results:
>11%

40. The Rest?
PRESENTATION CHALLENGE!
Can Rand produce 3 queries that show all
9 of the most click-earning, non-
traditional SERP features?

41. The Rest?

42. #1: Knowledge
Panels

43. #2: Related
Questions

44. #3: Local
Packs

45. #4: Images

46. #5: Sitelinks

47. #6: Featured
Snippets

48. #7: Top Stories

49. #8: Videos

50. #9: Tweets

51. WTF???!!!

52. Rand… Who the heck wants to get RID of
flying squirrels?

54. Breakdownof
SearchesonMajor
WebProperties
(May2017)

55. Google.com
Oct2016 May2017
Facebook.com
Reddit.com
YouTube.com
Imgur.com
Bing.com
Wikipedia.org
Gained/Lost
59.2%
6.5%
5.4%
4.5%
2.2%
2.2%
1.4%
Yahoo.com 6.0%
62.6%
5.9%
4.1%
4.7%
1.5%
2.1%
1.4%
5.0%
+3.4%
-0.6%
-1.3%
+0.2%
-0.6%
-0.1%
+0%
-1.0%
Amazon.com 1.3% 1.4% +0.1%

56. Search Marketing in 2017 Has to Consider:
GoogleImages
GoogleMaps(&Local-Biased Results)
YouTube(originatingsearches&inGG results)
Which SERP FeaturesShowFor Your Keywords
Amazon, Facebook, Reddit, Bing
WhereSearch Demand Originates

57. Ranking well in Image
Search often doesn’t bring
much traffic or value
ImageSearch
ProTip

58. But… If you’re in a
vertical where
commerce is tied
to visuals, it can
be quite powerful

59. Likewise, if lots of
content creators
want your visuals,
ranking here can
yield loads of links

60. Text in images is one way to draw in
clicks for the right kinds of queries

61. MarketingCulture LeadsUstoBelieve:
Content Marketing Means
Publishing on Your Website

62. But What If Your Site is…
New
LightonLink Authority
LacksaUsableCMS
Controlledby aTeam/ClientWhoWon’tLetYou
DoWhatNeedsDoing?
SubjecttoNasty Legalor Brand Restrictions

63. Many Websites:
A)OfferGuestPublishingOpps
B)RankLikeaBoss
Accepts guest
contributions

64. Loads of Sites to Publish to For Rankings:
Via Solvid.co.uk

65. My Top 6 for “Broad” Ranking Ability:
Quora.com
LinkedIn.com
YouTube.com
Pinterest.com
Reddit.com
Slideshare.net

66. STOP thinking of guest publishing as purely
a way to get links.
START thinking of other people’s
platforms as a way your message can
spread J

67. MarketingCulture LeadsUstoBelieve:
Google Rankings = Links,
Keywords, & Technical Issues

68. Few Links Outranking Lots of Links?

69. No KWs Outranking Solid KW Targeting?

70. What’s Google Ranking
These With?
Sure, this might be the most
interesting or click-worthy
piece, but it has poor KW-
targeting and little link
authority?!

71. The New Ranking Factor:
Searcher Task Accomplishment

72. This is a good SERP – searchers
rarely bounce, rarely short-
click, and rarely need to enter
other queries or go to page 2.

73. This is a bad SERP –
searchers bounce often, click
other results, rarely long-
click, and try other queries.
They’re definitely not happy.

74. Via Steve Hammer

75. This search query has three
likely intents behind it:
1) I need to learn what
Cryptocurrency is
2) I want a comprehensive
guide to the field
3) I want quick access to a
list of currencies & prices

76. Top SEO priority in 2012:
Earn more links w/ more exact anchor text
than your top 10 competitors
Top SEO priority in 2018:
Solve the searcher’s query better than
anyone else on page 1

77. MarketingCulture LeadsUstoBelieve:
When Google Takes Your Search
Traffic, You Can’t Earn It Back

78. When Google Gives You Lemons

79. Rank in Google’s
“Lemon” Knowledge
Panel
Take that ya Googley
traffic thieves!

80. If Google
takes away
your most
important
keyword(s)

81. Use branding to
get them back!

82. It’s Possible to Earn Traffic from 90%+ of
Google’s Click-Siphoning SERP Features
You can do SEO
to show up here
And here

83. And here

84. Here And here Here too Also here Yup!

85. 16 Features Every SEO Should Consider:
Videounits
SERPFeatureType HowtoGetIn
“PeopleAlsoAsk”
FeaturedSnippet
MapsBox
KnowledgePanel
TopStories(News)
Images
Apps
Create&optimizeonYouTube(or,rarely,Vimeo)
Branding–getsearchedforwith/afterthequery
Phrasing&positionofshortanswerincontent
ClaimGMB,getlinks,earncitations,benearby
Earnbrandassociation,usestructuredmarkup
GetinGoogleNews,earnlinks,titlew/KWs
Relevantimages,altattributes,&directembeds
KWsintitle/description,getpopularinappstores

86. Books
RelatedSearches
Tweets
SearchSuggest
Sitelinks
SectionSitelinks
In-DepthArticles
Carousels/ListResults
Writeabook,useKWsinthetitle,haveanISBN
Besearched+foundcommonlyw/theKWs
Verifiedaccountshelp,useKWsintweets
Asw/relatedsearches,alsogeo-sensitive
Getlinks&visitstoseveralpoppgs;usemarkup
Growpopularsubsectionsw/popularsubpages
Authorlongerpiecesthatreceiveattention/links
Belistedalongsidecommonsetsontheweb
16 Features Every SEO Should Consider:
SERPFeatureType HowtoGetIn

87. Analyze Which Types of SERPs Appear Most
in the Keywords You Care About
These show me how many
of each SERP type appears in
the results for this keyword
list (via KW Explorer)

88. Then Determine What Verticals & SERP
Types You Need to Optimize For
Aiming for these PAA
boxes (People Also
Ask) might be a great
content marketing
strategy for SEO

89. Next time you’re making a strategicortactical
marketingdecision, askyourself:
How is cultural
conditioning biasing me?
Not “if”

90. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
Bit.ly/giantmuck