SEO and Inbound MarketingMozCon 2013 in Review

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?

Moz Analytics

OpenSiteExplorer and FreshWebExplorer

Followerwonk

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.

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 website by producing interesting content.

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

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.

How Do We Attract Traffic?

Different channels• Organic Search Traffic• Inbound Links• Social Media campaigns• Email campaigns• Paid search / traffic• Other ways?

What Factors Help Search Rankings?

Keywords meta tag?Follow vs. nofollow links?PageRank?

Social Signals? Anchor Text?

Moz Study: Correlations

Correlations

On Page

CorrelationsPage Level Links

Domain Level Links

Correlations

Social Signals

Correlations

Speed

CorrelationsAccording to Moz’s 2013 study…

Links

Old school link building methods

• Press Releases• Guest blogging• Commenting on blogs• Social bookmarking sites (Delicious, etc)• Link networks and exchanges• Paid links

Guess what…

These don’t work anymore*!!!!

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

Social Media

I bet you think I’m going to talk about…• Twitter…• Facebook…• Pinterest…

OK…

So…is Social Media worth our time?

Duh. Of course it is.

Social is important

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

Efficiency

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.

Now we’re briefly going to talk about Mobile

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

Conversions – A/B Testing

Marketing team for Obama 2012

How did it perform?

• +19% Conversions• ~ $43.5 Million

Experimentation Best Practices

1. Start Simple2. Always Have a Test Running3. Don’t Be Afraid to Fail

OK wrap it up…

I’m almost done…relax.

TAGFEE

TransparentAuthenticGenerous

FunEmpatheticExceptional

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.

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.

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?

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.

Questions?