Amidst the Noise
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Being Signal Amidst the Noise презентация
Содержание
- 1. Being Signal Amidst the Noise
- 2. bit.ly/randsignal Get the presentation:
- 3. 5 Minutes Online Online
- 4. Let’s see what’s going on…
- 5. Sounds fun, but no time
- 6. Meh. Maybe later. Meh. Thanks
- 7. At some point, I need to read through these… Ad. Ignore.
- 8. Why are there so many
- 9. Whoa. I should really comment
- 10. @#$%! Assholes are trying to
- 11. Meh. Meh. Meh. Meh.
- 12. I might read this one… The rest of these… Meh.
- 13. This sounds interesting.
- 14. Ugh. Email’s overloaded again.
- 15. Actually, that only took me 4 Minutes 4 Minutes
- 16. More People Online Spending More
- 17. More People Online Spending More
- 18. The Law of Shitty Clickthrough Rates Via Andrew Chen’s Blog
- 19. Part of brain that pays attention Internet
- 20. Via Has Technology Changed
- 21. This Leaves Marketers in a
- 22. Stand out from the crowd
- 23. Or Become the Noise Everyone’s Trying to Filter Hello?
- 24. Strategies to Become Signal Amidst the Noise 5
- 25. Pursue Less Accessible Opportunities #1
- 26. Everyone is Chasing the Same Keywords
- 27. AdWords Hiding Data Spells Opportunity for Those Who Broaden their Keyword Sets
- 28. AdWords Hiding Data Spells Opportunity
- 29. UberSuggest & KeywordTool.io are Used by Many Folks
- 30. Google Suggest + Wildcards Are Rarely Used
- 31. Related Searches Are Also Underutilized
- 32. As is Google Correlate
- 33. Manually Extracting Topics, Interests, and
- 34. Top Influencers Attract Everyone’s Attention
- 35. But these folks have massively busy streams, often teeming with “outreach attempts”
- 36. Perhaps, we could look at who influences them…
- 37. Or sort our influencers by more useful metrics
- 38. Or scroll further down the list to find those who’d be more receptive
- 39. Marketers Are Told to Pursue Channels & Tactics that Scale
- 40. Via the GrooveHQ Blog Which
- 41. A personal email from the CEO/founder to every single new customer?
- 42. This is not a man,
- 43. My non-scalable activity is to
- 44. Invest in Formats that Others Avoid #2
- 45. The Easier Content is
- 46. Blog Post Tweet Useful Guide Interactive Tool
- 47. The Fastest Growing Social Platforms
- 48. Visuals are often perceived as more trustworthy
- 49. Unfortunately, A Lot of Marketing Investments in Visuals… Well… Suck.
- 50. “Stockneric”
- 51. “Borporate”
- 52. “Illedgfographic”
- 53. If You Can Stand Out
- 54. Weirdly, Authentic & Amateur seems
- 55. The Less Directly a Tactic Leads to Sales, the Less the Competition
- 56. Most Marketers and Sites Focus
- 57. But Investments in Education and
- 58. Playing Games Browsing Social Reading News Engaging
- 59. Research If You Don’t Know…
- 60. Adopt Early, While Competitors Delay #3
- 61. Facebook’s Ads Are Finally Reaching Saturation
- 62. But These Platforms Aren’t (Yet) Via Instagram Starts Letting Ads Be Clickable
- 63. See A Pinteresting New PPC Platform
- 64. Excellent article from AJ Kohn on using StumbleUpon + Remarketing with Great Results
- 65. See Native or Not, Gum Gum’s In-Image Ads Work, and That’s What Matters
- 66. See The Advertiser’s Guide to Surviving Reddit
- 67. Mobile-Friendly is Table Stakes, But Mobile-First is Still in Infancy
- 68. Via Benefits of a Mobile-First Design Strategy
- 69. Tinder is one of the most powerful examples of a mobile-first design success.
- 70. Via What Can We Learn from Tinder
- 71. CNN has recently been experimenting with mobile-first
- 72. Target Keywords, Sites, & Influencers BEFORE they Become Popular
- 73. As an early Niice supporter, Mailchimp got a sweet ad deal to a great audience
- 74. Today’s news forms tomorrow’s keyword demand Via PopURLs
- 75. When stories like this becomes popular, keyword
- 76. Reaching Top Influencers Can Feel Almost Impossible
- 77. I may not be able to get
- 78. Socialbakers will show you the fastest-growing profiles
- 79. Pay Attention to Correlation as Well as Causal Inputs #4
- 80. In Social Media, Correlation Data is Well-Accepted Via Stone Temple’s Study of 4M+ Tweets
- 81. e.g. Social Shares are Poorly Correlated w/
- 82. e.g. Facebook Likes of Movie Pages Are Well-Correlated to Box Office Returns Via CitizenNet
- 83. Via Experience the Blog Little Correlation Between Facebook Activity and Stock Performance
- 84. We Use Correlation Data Intelligently in CRO Via Wordstream & KISS Metrics
- 85. And In Advertising Via Comscore & MarketingLand
- 86. But, For Some Reason, When We Observe Correlations in SEO…. Via SearchMetrics Google UK Correlations
- 87. Everyone Loses Their Minds
- 88. Via Northcutt Blog
- 89. When You Hear This: “Just because you
- 90. Think This: “Schema might boost your rankings,
- 91. Then Consider Analyzing the Data: Via Schema Analysis in SERPs from SearchMetrics
- 92. Correlation doesn’t tell us why a site/page ranks higher than another.
- 93. Correlation tells us what features & metrics
- 94. I want to know what top ranking
- 95. Invest in the Hardest Tactic to Measure: Brand #5
- 96. Via Microsoft Research’s Domain Bias in Web
- 97. Via Queries & Clicks Can Influence Google’s
- 98. And that Topical Domain Authority is Such
- 99. Via Forbes’ Top Brands List Brand May Be a Huge Asset
- 100. Via SEER Interactive’s Post on Offline Advertising
- 101. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com bit.ly/randsignal
bit.ly/randsignal Get the presentation:
Слайд 5
Sounds fun, but no time
Meh. Don’t need it.
I know I should
read this…
Meh.
Saw that earlier.
Yeah, yeah. Not causation blah blah.
Слайд 6
Meh.
Maybe later.
Meh.
Thanks Richard!
I should check these, but…
Cool.
Older post. I can probably
skip.
Слайд 8
Why are there so many @#$%! kinds of notifications!?
283? I’m never
going to have time for this…
Слайд 10
@#$%! Assholes are trying to ruin the gender-balance progress we’ve been
making as an industry.
Whoa! Friends are having babies! I should really drop them a line…
Слайд 20
Via Has Technology Changed Us
Research into brain plasticity suggests that screen
engagement is literally rewiring our minds
Слайд 28
AdWords Hiding Data Spells Opportunity for Those Who Broaden their Keyword
Sets
Clearly, they have search volume…
Слайд 33
Manually Extracting Topics, Interests, and Language from Online Discussions Is Hardest
(and least pursued) of All
Слайд 42
This is not a man, but rather, a machine intelligence, simulating
a human, sent to show us all what incredible participation on a social network looks like.
Слайд 43
My non-scalable activity is to answer almost every request I get
– to meet, to answer questions, to do an interview – doing that for a decade has built some hard-to-replicate goodwill connections.
Слайд 46Blog Post
Tweet
Useful Guide
Interactive Tool
Guest Contribution
for a Notable
Publisher
Photo
Mobile App
Video
Custom Illustration
Physical Product
Successful,
scalable community
Easier
Harder
Слайд 48Visuals are often perceived as more trustworthy and accurate than text
alone.
Chart from NYMag’s Science of Us, Data from Prof. Brendan Nyhan
Слайд 53
If You Can Stand Out Amidst this Crowd, Amplification is Far
Easier to Achieve
Data from Stone Temple Consulting’s Dec. 2014 Twitter Engagement Study
Слайд 54
Weirdly, Authentic & Amateur seems to often outperform Polished & Professional
Via
T-Shaped Web Marketer and Why SEOs Need to Care About Correlation
Слайд 56
Most Marketers and Sites Focus
on Optimizing for Conversion
Get More and More
People
Through
These Steps
And Get
Paid
$$
Слайд 57
But Investments in Education and Entertainment are Often Less Crowded
Overrun with
ads; hypercompetitive
No ads; plenty room for new players
Слайд 58Playing Games
Browsing
Social
Reading News
Engaging in Discussions
Following Influencers
If you get to know your
audience well enough, you’ll know what they do before they ever reach the funnel
Слайд 59Research
If You Don’t Know…
Via Growing Your Audience w/ Random Affinities
Via Use
Customer Surveys to Define Your Content Marketing Efforts
Ask
Слайд 71CNN has recently been experimenting with mobile-first content formats that create
unique, engaging experiences around content.
Слайд 75When stories like this becomes popular, keyword demand skyrockets, and fresher
content has a better chance to rank.
Слайд 77I may not be able to get Nilofer’s attention, but I
can probably get in front of her up-and-coming influencers
(via followeronk)
(via followeronk)
Слайд 78Socialbakers will show you the fastest-growing profiles on Twitter, G+, &
Youtube in given categories and countries
Слайд 81e.g. Social Shares are Poorly Correlated w/ Content Engagement
Via What You
Think You Know About the Web Is Wrong (from Chartbeat)
Слайд 86But, For Some Reason, When We Observe Correlations in SEO….
Via SearchMetrics
Google UK Correlations
Слайд 89When You Hear This:
“Just because you implement schema.org doesn’t necessarily mean
you should rank higher.”
Via Does Use of Schema.org Markup Create a Ranking Benefit
Слайд 90Think This:
“Schema might boost your rankings, because CTR, which is improved
by schema, can directly or indirectly affects rankings.”
Via Does Use of Schema.org Markup Create a Ranking Benefit
Слайд 93Correlation tells us what features & metrics sites/pages that rank higher
have that lower ranking sites/pages don’t have..
More in this post: Why SEOs Need to Care About Correlation
Слайд 94I want to know what top ranking sites are doing differently
than lower ranking sites, even if it’s not a directly causal input to Google’s algorithm!
More in this post: Why SEOs Need to Care About Correlation
Слайд 96Via Microsoft Research’s Domain Bias in Web Search
Web Searchers Are Strongly
Biased by Brands
Searchers clicked WebMD 25%+ more often, even when it was given a less relevant snippet
Слайд 97Via Queries & Clicks Can Influence Google’s Results
Given that Queries &
Clicks Can Influence Rankings…
A few hundred clicks moved this result from #7 to #1 in under 3 hours.
Слайд 98And that Topical Domain Authority is Such a Powerful Influencer of
Rankings:
Via Cognitive SEO’s Panda 4.0 Analysis
Слайд 100Via SEER Interactive’s Post on Offline Advertising Influencing Organic Search
In the
Future, Brand Advertising May Be a Part of How SEO Campaigns Are Done:
