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Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.
Choose Short Men  (and tall women)        http://bit.ly/chooseshortmen   Rand Fishkin | @randfish | moz.com/rand
Let’s talk about dating…http://blog.okcupid.com/index.php/your-looks-and-online-dating/
Here’s the problem
Height Is Holding You Back…As men’s height falls, messages drop (the opposite is true for women):http://blog.okcupid.com/i...
Height Is Holding You Back…Not only is height a poor, arbitrary limitation, most lie about it:http://blog.okcupid.com/inde...
Remove the Irrational BiasAnd You Can Get Every Other  Criteria You Want, Fulfilled
Let’s Apply This Principle to    the Marketing World
8 Irrational Biases(and how your inbound marketing can benefit by rejecting them)
Bias #1: Ranking Position is All That Mattershttp://www.seomoz.org/blog/mission-imposserpble-establishing-clickthrough-rates
CTR is Influenced By More than Position
CTR is Influenced By More than Position                           Star Ratings, Reviews & Price                           ...
Start w/ Great Titles, Meta Descriptions & URLs  Terrible ExcellentSnippet Testing Tool: http://www.google.com/webmasters/...
Profile Pics = CTR BoostRel=Author Guide from AJ Kohn: http://www.blindfiveyearold.com/how-to-implement-rel-author
Video XML Sitemaps = CTR BoostVideo SEO Guide from Wistia: http://wistia.com/doc/video-seo
Rich Snippets: High Value in the Right NichesVisual Rich Snippet Guide: http://www.seomoz.org/blog/a-visual-guide-to-rich-...
Bias #2: SEO is About Ranking for the “Money” Keywords
The Chunky Middle & Long Tail Are Amazing
Google Wants the Head for Themselves
Google Wants the Head for Themselves
Google Wants the Head for Themselves
Regular Content + UGC = Long Tail SuccessTens of thousands of pages of content created byprofessional marketers (our write...
Bias #3: AdWords is All The Keyword Research You Need
Search Suggest Is a Great Keyword Research Tool
Search Suggest Is a Great Keyword Research ToolGreat tool for grabbing search suggest data: http://ubersuggest.org
Google News: Research the Undiscovered Keywords                            In the next 1-5 days, these will all           ...
Social Media Leads to Queries
Tools for Tracking Social: PopURLshttp://search.popurls.com/
Tools for Tracking Social: Topsyhttp://topsy.com/s?q=dublin
Bias #4: My Site is the Only Place to Do SEO
Controlling Brand SERPs Matters
Earning Rankings on Other Sites May Be Easier
Dominating SERPs is a Powerful Tactic
Consider SEO for Your Profiles &    Content on these Sites, Too.                            RUsers:   100mm    1B+        ...
Controlling Brand SERPs MattersYou can’t let thisrank on page 2!
Bias #5: Social Sharing is Fire & Forget
What You Say and How Matters
Timing Matters   At the highest point, only ~6.5% of my followers are online, which  means only 4,514 of my 69,458 followe...
Repetition Matters  The 3.5% online at night are almost certainly not    the same as the 6.7% online in the morning.Via ht...
Link Placement MattersURL at the end & hash   URL in the center of text blocks, no tag next to the URL     usernames or ha...
Hashtags & Mentions MatterUsing the event hashtag will get                                   Mentioning me makes  it in fr...
Snippets Matter in Google+ Not a great image (3:4style format works best)                            Comes from title &   ...
Snippets Matter on Facebook                       When @jennita (Moz’s                        community manager)          ...
Bias #6: SEO is About Best Fitting to the      Perfect Algorithmic Formula
Google SEES ALL. KNOWS ALL.      http://www.seobythesea.com/2011/07/how-google-might-rank-pages-based-      upon-usage-inf...
Scale of ROI from SEO Activities Over Time                 2004-2009Highest Value          Make the website’s pages       ...
Scale of ROI from SEO Activities Over Time                 2004-2009                  2010-presentHighest Value          M...
The “Algorithm” Today Has Very Few Inputs: Delightfulness            Accessibility &               Ability to Reach   to U...
Bias #7: There’s No Simple Way to          Increase Traffic
Site Speed Optimization: Simple.                            Data from @jcolman of REIhttp://www.slideshare.net/jcolman/web...
404, 500 & 302 Fixes: Simple.http://google.com/webmasters and/or http://pro.seomoz.org can help ID these
Re-targeting: Simple. Increases Traffic.Best retargeting providers?http://www.seomoz.org/blog/comparing-the-top-4-retarget...
Sharing New Content on Each Network. Simple.
Bias #8: CRO is about testing variations         of content and design
I want more peoplewho visit the site tosubscribe via email          From my blog: http://moz.com/rand/
A) More People    Visiting   B) HigherConversion Rate
Let’s Improve the Call to Action!This must bethe problem!
A/B TestingWe’ll show half our visitors one and half the other, and get a winner
Multivariate Testing       We’ll show each version to a  percentage of visitors and find a winner
We Can Test Everything!     Location on Page       Display Width         Box Color   Address Verification Social Proof Inc...
That’s Not CRO
What if this isn’t the    problem?
What if this is?
What if this guy is?
Likability                                      Design     Branding                                                       ...
Likability                                      Design   Branding                                                         ...
Ask Smart Questions to the Right People   Never Taken a          Took the Free Trial        Took the Free      Free Trial ...
This is How the Pros Do It:                                                      Boom.      From Conversion Rate Experts’ ...
This is How the Pros Do It:                                                      Boom.                                    ...
This process made SEOmoz $1mm in additionalrevenue in 2009, when we desperately needed it.             CRE detailed their ...
Remove Irrational Biases.    Win at Marketing.
Choose Short Men (and tall women)http://bit.ly/chooseshortmen  • Email: rand@seomoz.org  • Tweet: @randfish  • Blog: moz.c...
That’s Not CRO
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