Last Updated on November 6, 2017 by Alex Miller
Recaps… we’ve done several of them lately. Though, this one is a bit different. We’re branching out. Yep, that’s right. We’re spreading our recap-wings and covering Rand Fishkin’s talk the the recent INBOUND 2017 conference. The nature of this recap is a bit different than our typical posts. If you found this helpful let us know in the comments!
Before we jump right in-to the theory and tactical tips let me lay some pavers…The theme of this talk was how cultural biases often influence our marketing choices. To frame the talk Rand shared a personal story about how his personality doesn’t fit into cultural biased norms either. Although the story didn’t resonate with me as well as it might others; it was an example of how to use story to relay complex information. If you’d like to see that in action the first 15 minutes are what you’re looking for. OK, now onto the golden nuggets broken down by Rand’s own sections:
Marketing Culture Says – Investments Must Be Measurable
Invest X% In Hard-To-Measure Marketing Channels
SEO and content marketing are some of the more notoriously difficult marketing efforts to measure. Rand says, that cultural bias tend to lean towards the more straight forward efforts. And for good reason. However, this may not be forward-thinking enough. Moz has seen some of the biggest growth through “hard to measure” activities.
Google Trends Has Powerful Measuring Tools
When measuring is tough what do you do? Well, as it turns out there are some pretty useful new Google Trends tools to help with this. Check out the screencap in the video below. He shows an example how Nest can see exactly how their recent PR campaign impacted their search queries.
Trends can show you “lift” through geography, audiences, and or time series analysis to monitor brand and traffic signals. It makes for a clear report of what worked and when.
Bonus – Other tools include Mention.com, Moz’s Fresh Web Explorer, and Talkwalker to track media mentions.
Marketing Culture Says – Channels Must Be ROI-Positive
Some of Your Highest ROI-Positive Projects Need Patience
Whiteboard Friday (WBF) is a very popular blog series for Moz. It wasn’t always that way though. It’s grown over time. And, it’s grown into one of their largest traffic sources. Moz stayed patient and monitored it’s trajectory. Even though these blog posts didn’t start out too hot for the first 18 months, the stuck with it. Use some of the measuring tools mentioned above to watch the projects trajectory.
Bonus Tip – Moz tested the screencaps for WBF and the outrageous images improved CTR dramatically. Screenshot below:
Screenshot from Moz’s Slideshare
Marketing Culture Says – Marketers Are Non-Technical
You Don’t Have to be a Programmer to be a Technical Marketer
Technical skills secretly scare marketers (at least in my experience). But the truth is many marketers are more technical than they give themselves credit for. Rand gives a few examples of skills you may have that put you in this category.
The true take-away is that even if you don’t have any of these skills – you can learn them. You can elevate your skill level like never before in history thanks to the Internet.
Bonus – Rand shared a site called the NoExcuseList.com (Sidenote – I tried searching topics on this site and got an error – but the point is still valid)
Marketing Culture Says – Investments in Search are Either SEO or PPC
Non-Traditional Click-Earning SERP Results Examples
This is pretty straight forward but worth knowing. For actual search examples see the video below. Here are the 9 click earning results:
- Knowledge panels
- Related questions
- Local packs
- Site links
- Featured snippets
- Top stories
Tops Search Investments in 2017
While these may still fall under the SEO umbrella they’re an SEO effort that deviates from traditional site rankings.
- Google Images
- Google Maps (& Local-Biased Results)
- Which SERP Features Show For Your KWs
- Amazon, FB, Reddit, Bing
- Where Search Demand Originates
Google Image Search Tip For More Clicks
This is a great tip for eCommerce site owners. But, it seems that you may be able to find a creative way to use this for most sites.
16 Features Every SEO Should Consider
Rand breaks down all of the SERP feature types in this section. Think of it as a starting point for nearly any SEO campaign. This is how SEO will be evaluated in the near future (or now by more savvy practitioners)
Screenshot from Moz’s Slideshare
This was an incredibly informative presentation. It’s worth the time to watch, truly. While this recap was pretty detailed there was a lot to digest. Rand did a great job challenging attendees to look at marketing in a different light. Personally, I walked away with a view of SEO services in an even more compartmentalized fashion.
SEO is always evolving and how you should provide these services will too. It’s not simply about getting your pages to rank for keywords. While that’s still important, it’s crucial to attempt to “siphon” traffic through various SERP features like those shared above.
For More SEO Tips Check Out Our Google Webmaster Hangouts Recaps