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Being Signal Amidst the Noise

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Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com Being Signal Amidst the Noise


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bit.ly/randsignal Get the presentation:


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5 Minutes Online Online


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Let’s see what’s going on…


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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.


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Meh. Maybe later. Meh. Thanks Richard! I should check these, but… Cool. Older post. I can probably skip.


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At some point, I need to read through these… Ad. Ignore.


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Why are there so many @#$%! kinds of notifications!? 283? I’m never going to have time for this…


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Whoa. I should really comment on this, and maybe send my friends an email to say congrats.


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@#$%! 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…


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Meh. Meh. Meh. Meh.


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I might read this one… The rest of these… Meh.


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This sounds interesting.


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Ugh. Email’s overloaded again.


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Actually, that only took me 4 Minutes 4 Minutes


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More People Online Spending More Time Clicking More Stuff + + = Easier to Get Web Traffic!


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More People Online Spending More Time Clicking More Stuff + + = Easier to Get Web Traffic! x Harder


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The Law of Shitty Clickthrough Rates Via Andrew Chen’s Blog


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Part of brain that pays attention Internet


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Via Has Technology Changed Us Research into brain plasticity suggests that screen engagement is literally rewiring our minds


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This Leaves Marketers in a Scary Predicament Why isn’t anyone paying attention to me?!


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Stand out from the crowd


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Or Become the Noise Everyone’s Trying to Filter Hello?


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Strategies to Become Signal Amidst the Noise 5


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Pursue Less Accessible Opportunities #1


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Everyone is Chasing the Same Keywords


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AdWords Hiding Data Spells Opportunity for Those Who Broaden their Keyword Sets


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AdWords Hiding Data Spells Opportunity for Those Who Broaden their Keyword Sets Clearly, they have search volume…


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UberSuggest & KeywordTool.io are Used by Many Folks


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Google Suggest + Wildcards Are Rarely Used


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Related Searches Are Also Underutilized


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As is Google Correlate


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Manually Extracting Topics, Interests, and Language from Online Discussions Is Hardest (and least pursued) of All


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Top Influencers Attract Everyone’s Attention


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But these folks have massively busy streams, often teeming with “outreach attempts”


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Perhaps, we could look at who influences them…


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Or sort our influencers by more useful metrics


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Or scroll further down the list to find those who’d be more receptive


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Marketers Are Told to Pursue Channels & Tactics that Scale


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Via the GrooveHQ Blog Which means the tactics that don’t scale stand out from the crowd


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A personal email from the CEO/founder to every single new customer?


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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.


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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.


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Invest in Formats that Others Avoid #2


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The Easier Content is to Create; The Harder it is to Stand Out


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Blog 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


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The Fastest Growing Social Platforms Are Based on Visuals: Via Global Web Index


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Visuals are often perceived as more trustworthy and accurate than text alone. Chart from NYMag’s Science of Us, Data from Prof. Brendan Nyhan


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Unfortunately, A Lot of Marketing Investments in Visuals… Well… Suck.


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“Stockneric”


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“Borporate”


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“Illedgfographic”


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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


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Weirdly, Authentic & Amateur seems to often outperform Polished & Professional Via T-Shaped Web Marketer and Why SEOs Need to Care About Correlation


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The Less Directly a Tactic Leads to Sales, the Less the Competition


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Most Marketers and Sites Focus on Optimizing for Conversion Get More and More People Through These Steps And Get Paid $$


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But Investments in Education and Entertainment are Often Less Crowded Overrun with ads; hypercompetitive No ads; plenty room for new players


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Playing 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


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Research If You Don’t Know… Via Growing Your Audience w/ Random Affinities Via Use Customer Surveys to Define Your Content Marketing Efforts Ask


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Adopt Early, While Competitors Delay #3


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Facebook’s Ads Are Finally Reaching Saturation


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But These Platforms Aren’t (Yet) Via Instagram Starts Letting Ads Be Clickable


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See A Pinteresting New PPC Platform


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Excellent article from AJ Kohn on using StumbleUpon + Remarketing with Great Results


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See Native or Not, Gum Gum’s In-Image Ads Work, and That’s What Matters


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See The Advertiser’s Guide to Surviving Reddit


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Mobile-Friendly is Table Stakes, But Mobile-First is Still in Infancy


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Via Benefits of a Mobile-First Design Strategy


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Tinder is one of the most powerful examples of a mobile-first design success.


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Via What Can We Learn from Tinder


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CNN has recently been experimenting with mobile-first content formats that create unique, engaging experiences around content.


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Target Keywords, Sites, & Influencers BEFORE they Become Popular


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As an early Niice supporter, Mailchimp got a sweet ad deal to a great audience


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Today’s news forms tomorrow’s keyword demand Via PopURLs


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When stories like this becomes popular, keyword demand skyrockets, and fresher content has a better chance to rank.


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Reaching Top Influencers Can Feel Almost Impossible


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I may not be able to get Nilofer’s attention, but I can probably get in front of her up-and-coming influencers (via followeronk)


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Socialbakers will show you the fastest-growing profiles on Twitter, G+, & Youtube in given categories and countries


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Pay Attention to Correlation as Well as Causal Inputs #4


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In Social Media, Correlation Data is Well-Accepted Via Stone Temple’s Study of 4M+ Tweets


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e.g. Social Shares are Poorly Correlated w/ Content Engagement Via What You Think You Know About the Web Is Wrong (from Chartbeat)


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e.g. Facebook Likes of Movie Pages Are Well-Correlated to Box Office Returns Via CitizenNet


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Via Experience the Blog Little Correlation Between Facebook Activity and Stock Performance


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We Use Correlation Data Intelligently in CRO Via Wordstream & KISS Metrics


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And In Advertising Via Comscore & MarketingLand


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But, For Some Reason, When We Observe Correlations in SEO…. Via SearchMetrics Google UK Correlations


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Everyone Loses Their Minds


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Via Northcutt Blog


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When 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


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Think 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


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Then Consider Analyzing the Data: Via Schema Analysis in SERPs from SearchMetrics


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Correlation doesn’t tell us why a site/page ranks higher than another.


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Correlation 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


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I 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


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Invest in the Hardest Tactic to Measure: Brand #5


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Via 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


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Via 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.


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And that Topical Domain Authority is Such a Powerful Influencer of Rankings: Via Cognitive SEO’s Panda 4.0 Analysis


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Via Forbes’ Top Brands List Brand May Be a Huge Asset


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Via 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:


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Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com bit.ly/randsignal


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