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Social Tools & Data Mining: Making a Case for Content Strategy54:24 with Mike King
Mike uses some of his favorite tools and some new ones to show how content is where it's at when it comes to your business.
[? subdued music ?] [MozCon 2012, Seattle - SEOmoz] 0:00 [Mike King] One, two. 0:05 [? subdued music continues ?] 0:06 [? upbeat music ?] 0:11 [rapping] On paper I'm SEO's Don Draper, 0:13 innovative agency native creative strong natured, 0:15 evolved player that above all applauds haters 0:16 like Jedi with Darth Vader as a wallpaper. 0:19 Mike King: Crafty man in the mirror that delivers the winning pitch like Manny Rivera, 0:21 and I channel the spirit of Time's Man of the Year and practice mannequin's manner 0:25 so when it matters I'm fearless, peerless, it ain't the luck of the draw. 0:28 I sell elite offerings at a luxury cost. 0:31 Talk is cheap. Let's talk but keep money involved 'cuz marketing's worth millions. 0:33 What do you charge? 0:37 Want that achievement unlocked? Sell big ideas instead of #1 spots. 0:38 Start where the buck stops, stack up and spell it out like alphabetic fun blocks. 0:42 It's gotta be quality imagery, solid delivery, bold statements, 0:46 showcasing your squad and ability, modern agility times time-honored virility 0:49 'til only effin' thing better is the god of fertility. 0:52 Keep it picture perfect like a binary Mariah Carey. 0:54 My digital pitch is perfect. It's content marketing with context targeting. 0:57 Measures where the margin is, then reworks it. 1:01 At your service. They call me iPullRank 'cuz I pull rank and track conversion. 1:03 This is your show. I ain't here to make a sell. 1:07 I'm just here to change the channel like an irrigation well. 1:09 [record scratching] [applause and cheering] 1:12 DJ Wade Styles. 1:17 [? upbeat music ?] [record scratching] 1:19 [applause and cheering] 1:54 So before we say anything [clears throat] 2:03 I just want to say I've been waiting for this all year. [laughter] 2:07 I see MozCon as like the championship of the speaking circuit. 2:12 So everything else is like regular season; MozCon, you've got to bring your A game. 2:16 So that's what I hope to do today. 2:22 I'm going to springboard off of what Will was talking about. 2:24 You see what I'm saying? Like doing real company shit. 2:28 You know what I mean? 2:31 Does this thing work? 2:33 Yeah. 2:36 Content marketing is a great idea, and everybody that got up here today 2:37 talked about it because to be real, it's kind of trendy after Penguin, 2:41 like it's the thing to talk about. 2:45 But it's not as easy as we make it sound. 2:47 You can't just walk in and say, "Hey, we're going to make a ton of content." 2:51 It doesn't work like that. 2:56 There are so many stakeholders that you have to convince. 2:58 There are a bunch of people that don't understand the ROI. 3:01 They're like, "Oh, you want to make content? No, no, no." 3:05 And then there's people that are like, "Oh, it's way too much work." 3:09 "You want me to be a copywriter now and do graphic design and all these crazy things?" 3:12 "No." 3:17 Your team and your clients will drive you to drink or smoke, 3:19 and your content might fall flat on its face 3:25 because that's the risk you run with content marketing. 3:28 So how do you sell content marketing? 3:31 Essentially what you need is a compelling data-driven pitch. 3:33 And you need to sell your story to people, but you must always be prepared to do this. 3:38 That's your cue, dude. 3:51 [record scratching] ...not telling you to listen to anyone, but this is a very fresh approach. 3:53 It's okay, Kevin. I don't think there's much else to do here but call it a day. 3:57 Gentlemen, thank you for your time. 4:02 Is that all? >>You're a non-believer. Why should we waste time on Kabuki? 4:05 I don't know what that means. 4:12 It means that you've already tried your plan and you're number 4. 4:14 You've enlisted my expertise, 4:18 and you've rejected it to go on the way you've been going. 4:20 I'm not interested in that. You can understand. 4:22 I don't think your 3 months or however many thousands of dollars 4:25 entitles you to refocus the core of our business. 4:29 Listen, I'm not here to tell you about Jesus. 4:32 You already know about Jesus. Either he lives in your heart or he doesn't. 4:34 Every woman wants choices, 4:40 but in the end none wants to be 1 of 100 in a box. 4:42 She's unique. She makes the choices and she's chosen him. 4:46 She wants to tell the world, "He's mine." 4:52 "He belongs to me, not you." 4:55 She marks her man with her lips. He is her possession. 4:58 You've given every girl that wears your lipstick the gift of total ownership. 5:03 Sit down. >>No. 5:14 The point of that was that content is the glue to inbound marketing, 5:18 and if we're really going to be content marketers, 5:23 you need to take a stand. 5:26 We are the experts that they are hiring, 5:27 so don't say, "Oh, well, the client doesn't want to do content. What are we going to do?" 5:30 Fire that fucking client. [laughter and applause] 5:35 [laughing] That felt good. [laughter] 5:41 So what we're going to talk about today is how to make that case. 5:44 Somebody said to my girl last night, they were like, 5:48 "Oh, is he just going to give another list of tools again?" No. 5:52 I'm going to give you something that you can actually do. 5:55 There's definitely going to be tools here, but it's for a reason this time. It's not just a list. 5:58 So we're going to do research that's going to stick with people essentially. 6:04 And this is what the content marketing process looks like for us. 6:07 We start from opportunity discovery— 6:10 and I'm going to go into each of these things individually— 6:12 and then once we figure out what that opportunity is, who that audience is, 6:15 what's going on in that market, we figure out what the topics are 6:19 that are going to resonate with those people, 6:22 and at that point it becomes a really collaborative process. 6:24 So we're already doing outreach before we even come to the table 6:27 about the content that we are going to create, 6:31 because the point is for us to have a list of people that say they want this content. 6:33 And then from there we build the content and then we launch it, 6:38 we place it, we do outreach to get it a little further, 6:41 and then ultimately we do measurement 6:44 because we need to show why this was a good idea. 6:47 And I mean, that doesn't sound like anything crazy to you. 6:50 You should be already doing this. 6:53 But for me, opportunity discovery is the key differentiator here 6:54 because if you guys read my new SEO process post, 6:59 SEO people don't really do market research. 7:03 And for me, I think that is something that everybody in this room should be doing. 7:07 You need to really understand what's going on in that market and who you're talking to. 7:10 And so to that point, from there you move on to audience research, 7:15 understanding who's out there in that online conversation, 7:20 and then asset inventory, because they may have some awesome content 7:23 that is just not formatted in the right way for content marketing. 7:27 So those are quick hits. 7:32 And then you do your QR research, which we already know how to do, 7:34 do your competitive analysis and then your measurement planning. 7:37 And again, I don't know that too many SEOs 7:40 take measurement planning as serious as they need to 7:43 because measurement is what sets us apart. 7:46 All these other channels, obviously they're measurable, but we have intent. 7:50 And since we can map that intent to the conversion, 7:53 we are probably the most qualified people to do digital marketing. 7:56 But we don't get that love, and this is all about getting that love. 8:00 So when we talk about measurement planning, 8:05 don't talk to me about rankings, don't talk to me about traffic, 8:08 talk to me about conversions. 8:11 If you're not speaking in terms of conversion, you're not showing your true value. 8:13 And at any moment in time a higher-up can be like, "What are they even doing?" 8:18 "They're getting us rankings? What does that even mean?" 8:22 But again, obvious stuff. So let's keep it moving. 8:24 Market research. For us at iAcquire, that is a really important thing, like I said. 8:28 We hired a guy that used to work at Nielsen for, like, 7 years, 8:33 and he does these things that we call the client one sheet or the client dossier. 8:37 He builds out all the personas, he pulls in market insights, customer insights, 8:41 resources, hot topics, influencers, the whole 9. 8:47 And everybody in iAcquire that touches that website has a copy of this, 8:52 so everybody that works on the client 8:56 has working knowledge of that space and that client. 8:59 I think that's the key differentiator that we should all adopt. 9:02 From there we build personas, and I'm pretty much the personas guy at this point. 9:05 I'm always talking about them. 9:09 If you don't understand your audience, who are you talking to? 9:11 How are you creating content? How do you know that content is going to go anywhere? 9:13 So we create personas based on demographics, lifestyles, 9:17 the user story, the user needs, the same stuff that Jonathan was talking about earlier 9:22 where you create that story so you can put yourself in that person's head. 9:26 And I actually did a Mozinar a few months ago 9:30 where I showed you guys how to make what I call quasi-ad hoc personas. 9:34 There's 2 types of personas. 9:39 There's ad hoc personas and then there's data-driven personas. 9:41 Ad hoc personas are typically like when you get a bunch of people in a room 9:43 and they're putting Post-its on the wall and they're like, "Who is in our audience?" 9:46 "What do you think? What do you think?" 9:50 And essentially, I showed you guys how to do that with social media, 9:52 blog discussion search, just regular keyword research and stuff. 9:55 And it's a cool process, but the problem with that is 10:00 2 different people could look at that data and it's so subjective, 10:05 and they could come up with 2 different sets of personas. 10:09 So when you take that to a client, they're going to be like, "Where'd you get this?" 10:12 "We don't believe this." 10:15 So I've actually changed our process. 10:17 The point about personas isn't about it being completely right. 10:21 This is a quote I got from Donald Norman from the Nielsen Norman Group, 10:27 and he said, "A major virtue of personas is the establishment of empathy 10:33 and understanding the individual who uses the product." 10:36 So it doesn't have to be completely right; it just has to give you a great understanding 10:39 of who is out there. 10:43 But even so, we changed our approach because nobody wants to get called out, 10:45 you know what I mean? 10:48 Now we start from Nielsen data 10:50 and then we put Experian Simmons data on top of that 10:52 and then we use social inventories. 10:55 So tools like YouTube and LinkedIn, Facebook, DoubleClick, 10:58 they all have the social inventories in them 11:02 the same way that you're using the AdWords Keyword Tool 11:04 to understand who is searching for what. 11:07 I'm not going to talk too much about those 11:10 because that's what Marty is going to talk about. 11:12 But essentially, we use all that data to really fine-tune our data-driven personas 11:14 and make them socially relevant. 11:18 So from there we build the personas, of course, and it's a really cool process. 11:20 Nielsen PRIZM is actually this initiative that Nielsen set up 11:25 where they have segmented everybody in the United States into 66 personas. 11:33 So everybody that always complains to me about, "Oh, personas take too long," 11:38 you ain't got to do shit no more. Just get this and they make them for you. 11:42 And so the way PRIZM works is based on ZIP codes. 11:46 I'm about to show you something real cool, 11:50 especially for the people that do a local search. 11:52 If you put a ZIP code into this tool—it's called My Best Segments— 11:54 it's going to give you the top 5 recurring PRIZM types that occur in that space. 11:59 So you have, just from putting in the ZIP code, your 5 personas 12:04 for whatever you're trying to do. 12:09 This tool is actually $1000 a year, but the link I gave you right there 12:12 gives you the free version of that tool. 12:18 It's going to give you the top 5, but it's not going to tell you how highly they occur. 12:21 You'd have to get the paid tool for that. 12:25 You also get the breakout of that actual persona right there. 12:28 So you click the Lifestyles tool and it tells you all about them. 12:31 But there's way more data that you can get out of this tool. 12:34 Like I said, it's $1000 a year, basically what Moz costs. 12:37 So yeah, if you like personas, do that. 12:40 Then what we do is we use Experian Simmons, which has even more data, 12:44 so all the stuff is based on surveys and census data and stuff like that. 12:48 But Experian Simmons is really cool because it allows you to get attitudinal interests 12:53 and opinion clusters based on selecting a few different questions. 13:00 And so it will automatically build those personas for you too. 13:04 And the other thing that it does, the way that Simmons works 13:07 is they have something similar to PRIZM. They have Mosaic types. 13:09 The link down there has a list of all the Mosaic types and all their features and such. 13:13 So what you can do is you put a URL into Simmons 13:18 and it will give you the propensity for that Mosaic type that visit your site. 13:21 And the same thing with their online activity. 13:26 So you can really quickly get a sense of who these people are. 13:29 And then Google also has an awesome tool called the Google Consumer Surveys. 13:33 It's essentially basically what Nielsen does, but you can do it in real— 13:38 well, not real time; you can set it up yourself with your own questions 13:42 against the people in the DoubleClick network. 13:45 And the way this works is you define what type of survey it is, 13:48 you specify who your audience is, write questions, and then you get data back. 13:52 Matt Cutts actually did one of these recently, 13:57 and the question that he asked was, "How many people know what SEO means?" 13:59 And he got back only 20%. 14:04 So it's a real cool way to get exact answers 14:07 from the audience that you're trying to go after. 14:10 Yahoo Clues. I love Yahoo Clues because you get the demographic data per keyword. 14:13 So once you've built your personas, you can go to this with your keyword 14:21 and see if the segments that you've built fit into what's already out there. 14:25 It's a good way to validate. 14:30 I made you guys a persona worksheet 14:33 because I've been kind of an asshole about personas 14:34 and not telling you guys how to do them. 14:37 Now you have an Excel worksheet. 14:39 We have an actual example worksheet in there for how we would have filled it out. 14:41 So download that, have fun. 14:46 You need to tie everything that you're doing to the consumer decision journey. 14:48 I say this because typically in SEO we classify keywords as transactional, 14:53 informational, and navigational, which I still don't understand. 14:59 Why would you go to Google and type in Facebook 15:03 or go to Yahoo and type in Google? Who is doing that? 15:06 Sometimes I do keyword research and I get scared for society for the things that I see. 15:10 [laughter] 15:15 So anyway, everything that you're doing 15:17 you need to tie to this conversion funnel right here. 15:20 So if you're doing your keyword research, map these keywords 15:23 to where you think your persona is going to be. 15:26 For example, if I'm typing in, "When do roses bloom?" 15:29 I'm probably familiar with the idea of flowers. 15:33 I'm past that awareness phase, you know? 15:35 So you're actually trying to figure out what content ties with each phase in that funnel. 15:37 So when you start talking about the content that you want to create, 15:43 where does it fit best? 15:46 People that are looking for infographics are not ready to buy anything. 15:48 So while they get the most coverage and the most links and what have you, 15:52 that is not going to tie to your ROI the way that you think it is. 15:56 So when you're doing these quick hits for your— 16:00 when you're first bringing up the idea of content marketing, 16:03 you may not want to start from the infographic. 16:07 You may want to start from the guide, 16:09 because people that are looking for information 16:11 on how to buy the flowers or what have you, 16:14 they're at a point where they're all ready to buy. 16:17 So think about that when you're creating your content, 16:19 because ultimately you need to tie everything to ROI. 16:22 And back to the idea of measurement, 16:25 the way that you measure different things is different as well. 16:28 So like I said, the people that are looking for infographics 16:31 aren't typically the people that are looking to buy something. 16:36 So you don't want to measure those basically by conversion all the time. 16:38 You want to measure them by the things that make the most sense, 16:42 because if you're like, "Oh yeah, we're going to make you infographics, 16:45 your conversion is going to go way up," you're going to look like an asshole. 16:47 And I don't want you guys to look like assholes. You look awesome. [laughter] 16:51 I need to stop saying asshole. 16:56 [laughing] My mom is going to watch this and smack me. 16:58 One of the most powerful things that you can do— 17:03 I can't remember who said it earlier; it might have even been Will just now— 17:06 what are their competitors doing? 17:09 When I worked for LG, 17:12 any time I came up with an awesome content idea they didn't give a shit. 17:14 Unless I could prove that Samsung had done it or was about to do it, 17:18 they wouldn't listen to me at all. 17:22 So some quick ways for figuring out what the competitors are doing 17:24 to show what you can re-create. 17:28 The Facebook Recommendations plugin demo is awesome. 17:33 You can quickly put in a domain name 17:36 and see what is some of the most popular content on that domain. 17:38 Out of the box this thing only has about 300 pixels, 17:42 so if you stretch it to 1000 you see 20 of the most popular pieces of content. 17:46 Let's take that a step further. 17:52 Social Crawlytics. It's like Screaming Frog for social numbers. 17:54 Basically you put in a domain and you put in the crawl depth or what have you 17:59 and it's going to crawl the whole site and give you these pretty charts 18:03 about the share numbers. 18:06 You also get this table of all the URLs with their share numbers. 18:08 So use that to figure out what is the content that's been shared the most. 18:17 And you can also use that later when we talk about the idea of share rate and scrape rate. 18:22 Don't go showing all that data just yet because that's not a story yet. 18:26 When you're pitching, it is all about the story, 18:32 and we're going to get into that. 18:34 But before we even get to that you need to get buy-in from people 18:36 because somebody said earlier—I think it was Patty— 18:41 somebody asked, "How do you get people to buy in to this?" 18:44 because you don't know how much return is going to be 18:49 as far as the length you're going to get. 18:52 This is how you get that number that you can call your shot with. 18:54 Everything that you build should be stuck to an overarching big idea. 18:59 Content marketing is not about being an isolated incident at all. 19:05 It's about tying back to something, a story that this brand is telling, 19:08 because essentially we're turning these brands into storytellers. 19:12 And it makes sense. 19:16 I mean, brands have always been big storytellers. 19:19 Where do you think soap operas came from? [inaudible response] Exactly. 19:21 So when you're doing that, there are actually 7 archetypes 19:25 that work very well for this type of storytelling. 19:32 I can't really read them from here, but I think one of them is overcoming the monster, 19:36 voyage and return, rags to riches, so on and so forth. 19:41 A good example of overcoming the monster, 19:44 you guys remember that Volvo commercial with the little kid 19:46 that was dressed up as Darth Vader? That's an example of that. 19:49 So stick to those archetypes with these stories that you're telling 19:52 because the brands understand these things 19:55 and they're known to work. 19:57 Also, this whole buy-in structure is all about this feedback loop 20:01 between yourself, your audience, and your client. 20:06 So you're going to come up with ideas and you're going to run it by both sides 20:10 because essentially you have to get buy-in on both sides. 20:13 You have to get people in the audience to say they're going to link to this stuff, 20:16 they're going to share it and what have you before you even build it 20:20 so that way you know you're not wasting your time at all when you build this content. 20:23 And then you'll be able to call your shot. 20:28 So based on historical analytics and what have you, 20:31 you'll know that X amount of traffic results in X amount of conversions, so on and so forth. 20:33 So if you can say that 30 people are going to share this 20:40 or 30 people are going to link to this and X amount of people will see it, 20:44 you can say exactly what you believe will happen. 20:47 And to that point, you don't want to overpromise anything. 20:50 You want to stick it to something that you can definitely call your shot with. 20:54 So if you've got 50 people with awesome sites to link to you, say that. 20:58 Don't say that you're going to get hundreds of links from this piece of content. 21:02 Keep it real and they'll love you for it. 21:05 Oh yeah. I like building things. 21:11 And now I have a team that can build the things I ask for. 21:14 We all know that Google is moving towards this authorgraph, 21:17 and so what we did is we built an author search engine. 21:23 Obviously it's still in beta, so you guys can play with it 21:27 but don't expect it to work perfectly. 21:31 But essentially what we're trying to do is give transparency to that authorgraph 21:34 and make it easy for you guys to find authors by topic. 21:41 The way this works, it looks like this. 21:46 You search for a keyword and you get authors and their content. 21:50 And then you can click on the OSE link, which we want you to click on, of course, 21:54 and you get their link numbers for that piece of content. 21:58 So you can find people quickly just from keyword searches. 22:04 GroupHigh has a similar product for finding influencers, bloggers and such. 22:09 It costs a lot more. Ours is free. 22:14 Use Authora because that's going to help me to get more resources 22:17 to build it out a lot more. 22:22 So the more you use it, the better I look, the better it gets to be. 22:23 Also use Topsy. 22:27 If you have brands that have popular content, throw it in Topsy, 22:29 quickly find the people that shared it, liked it, 22:33 and you can easily start up a conversation with this new piece of content 22:35 that's tangential and get them to link to it as well. 22:38 You know they're already interested; 22:40 just use that as a way to get back to them again with new content. 22:42 You can also use Followerwonk, About.Me, Zerply, FindPeopleOnPlus, 22:46 but the key here is that since you're doing personas, 22:50 you can use other key attributes of these people 22:53 other than just these regular keywords. 22:56 So instead of searching for flowers or 3D TV, 22:58 you know this certain segment of people is interested in the Discovery Channel, 23:01 so you can put those type of keywords in there and find the same people. 23:06 Beauty of personas. 23:11 Sharing and scrape rate are really important things, 23:13 especially when you're doing things like guest posting 23:15 and putting your content on other people's sites. 23:17 It was actually an idea by Jon Cooper and I kind of expanded on it 23:20 because he was just talking about throwing a piece of content and title and URL 23:23 into Google and finding out how many people scraped it. 23:30 What is the propensity for a site to be scraped? 23:33 The example that I use in this post here is I wrote the post on 23:35 just how smart are search robots for SEOmoz. 23:41 And due to that, being that everything that goes on SEOmoz 23:45 gets scrapes hundreds of times, I now rank number 8 for Googlebot. 23:48 So you need to be looking for that type of stuff 23:52 to see where you can get the most out of the content that you're creating. 23:54 Here's an audience worksheet because, like I said, you're collecting all this data. 23:57 Just a real easy way to keep it in one spot. 24:02 We also built a Broken Link Index. 24:05 Both of these indices are built on what's called a common crawl, 24:09 and it's like a section of the Web that's been crawled 24:13 and stored on Amazon Web Services. 24:15 It has about 9 billion pages, so we've used this to extract features 24:18 to create an index where you can find broken resources on the Web, 24:23 essentially things that no longer exist that people are still linking to. 24:28 And you search by keyword to find a piece of content. 24:32 Once you've found a piece of content that you want, 24:36 you go back to the Wayback Machine and you see, "Is that worth re-creating?" 24:38 And you have a built-in set of links for a piece of content that you're creating. 24:43 You can easily call your shot based on what someone is already doing 24:49 to something that no longer exists. 24:53 We talked about broken link building earlier. This is content-based broken link building. 24:55 BrokenLinkIndex.com. It's all yours. 25:00 Content as a maximum viable product. I love this idea. 25:03 This is actually a piece of content called, "What happens when you die online?" 25:07 And what they did is they made the whole page an infographic. 25:13 Then there is an infographic in it that was modular that you could then share, 25:17 and then there is a YouTube video. 25:22 So those are 3 opportunities for you to build links and have social engagement 25:24 from the same piece of content. 25:28 Think about that when you're thinking about the content that you're taking to these people 25:30 because that way you can serve multiple places in that funnel 25:33 with the same piece of content. 25:36 Further, you are now ready for your pitch. 25:38 Now, you've got to put all this together. 25:42 You've got to think about how to be most effective with this, right? 25:45 So here's 5 tips. 25:49 One, the focus is the story. 25:50 The focus is not the data; the focus is the story 25:52 because you're reeling in real people to believe what you believe. 25:55 It's like what Will was saying. 25:58 I see this so clearly but why can't you? 25:59 It's because you're not telling a story that resonates with them, 26:02 and that's what you need to do. 26:05 You need to also tie everything directly back to that ROI. 26:07 Just like I was saying, where does that concept fit in the funnel? 26:12 You need to drive that point home, like, "We're going to create this, 26:14 and this is going to do this." 26:18 It's not about, "Oh yeah, we're going to put this out and you might get some links." 26:20 "That would be cool, you know what I mean?" [laughing] 26:24 And make sure you tailor this directly to the stakeholders. 26:28 Don't speak generally, like, "Oh, here's what's happening in SEO right now." 26:31 "People are doing infographics." No. 26:37 "Here's what's happening in your space." 26:39 "Here's what's going to help you hit your goals." 26:41 That's what you need to be doing. 26:44 At that point, make sure that shit is beautiful. 26:46 I've seen a lot of your deliverables. They are not very pretty. 26:50 I mean, clearly I have a graphic designer working with me, 26:54 so I make sure that shit is pretty. 26:57 But I think as an industry we don't take what we're delivering serious enough. 26:58 I'm doing a post right now for SEOmoz where I explain every deliverable 27:04 for inbound marketing, and there's examples in it and everything. 27:09 One of the key things that I'm trying to drive home is that people don't take us seriously 27:13 when we just throw a quick Excel sheet together and say, 27:16 "Okay, here's what we want to do," 27:20 or you send everything that you're trying to do in an email. 27:22 They're not taking you seriously. 27:25 What you're up against is dudes like Don Draper 27:27 who are coming in with this awesome creative and being like, 27:29 "Yo, look what we're trying to do. We're going to change the whole world!" 27:31 And you're like, "We're going to get some links and stuff, you know what I mean?" 27:34 Nah. Again, I'm piggybacking off of what Will was saying. 27:38 But that's real talk because these people, that's what they see all day, 27:42 and then we come in and we're like, "Yeah, we're the SEO guys." 27:46 "We're going to do some keywords." Nah. Doesn't work. 27:48 And again, speak their language. 27:52 Somebody over there said in the question that they answered or asked or something, 27:54 "You definitely need to speak the language." 27:58 So back to that idea of links and rankings and such, that's not enough 28:00 because they speak in terms of things like share of voice, 28:05 and if you're talking about something that's alien language to them, 28:08 your points are not going to resonate. So make sure you do that. 28:11 Measurement is so important. 28:15 What can you do to validate what you've done? 28:19 Share of voice. What is that? 28:23 That's flown around a couple of times today. 28:25 It's actually like a traditional advertising or traditional marketing metric. 28:28 It basically says of the available opportunities to market or advertise, 28:32 how many of those do we have as a percentage? 28:38 In this case, I've kind of taken the idea of the most possible traffic 28:41 you can get from a keyword. 28:47 That's the 100% share of voice. 28:49 So how much do you occupy of that? 28:52 Based on the traffic that you should get at the position you're in, 28:55 that would be your share of voice. 29:00 So when you say that to a CMO or a CEO they're like, "Yeah, I get that." 29:02 "So we have 40% share of voice. You want to take us to 100%? Cool. Let's do it." 29:08 But when you say links and rankings they're like, "Huh?" 29:12 Anyway, keyword-level demographics may be the coolest thing I have ever come up with 29:16 since I've done SEO. 29:21 And I definitely piggybacked this off Mat Clayton, 29:24 which I learned here at MozCon last year. 29:26 He talked about social design. And I took it a step further. 29:29 I was like, "Okay, if you put your site on the Facebook Open Graph 29:32 "and you get all this data and match it up with search referers, 29:35 you have demographics at a keyword level." 29:38 And the way that you can apply this makes you so much more effective 29:41 in driving conversion and such. 29:44 So I encourage you all to have a look at it 29:47 because it's probably my most underperforming post on SEOmoz 29:50 but it's also the best one I ever wrote. 29:53 [laughing] It's funny. 29:56 And if you do get into this, here's just a couple or a few best practices. 29:58 Incentivize the opt-in, whether it's having a community 30:03 they have to sign in to Facebook to use or giving away coupons or something like that 30:06 because people are really leery about signing in with Facebook, 30:10 obviously for good reason. 30:13 The example I gave talked about tracking each different element of a persona. 30:15 Rather than do that, just track the persona itself 30:23 so you have less to deal with in Google Analytics. 30:25 This one is kind of— 30:28 If you use keyword-level demographics on a bunch of sites, 30:31 use it cross-property, your app ID, 30:35 because that way they don't have to opt in to another site. 30:37 Just saying. 30:40 And if you do get them to use this thing, cookie them and re-market in other ways 30:43 because you have so much data about these people that you can use that 30:46 in other channels and be really effective. 30:49 And another thing, if your site has profiles, like SEOmoz has profiles on a site, 30:52 if you map that to conversion then you can get demographics that way. 30:58 And you're already getting your referers, so you still have keyword-level demographics 31:02 based exactly on the data that you want. 31:07 That's a cool thing. And then there's UserReport.com. 31:10 It's essentially a survey type thing that goes on your site, 31:14 and it gives you that demographic data through those survey questions, 31:17 and it also goes straight to Google Analytics and the custom variables. 31:21 This thing is actually really cool. 31:27 Back to Yahoo Clues, I'm really keen, I guess you'd say, on Yahoo Clues 31:29 because you can essentially see how those demographics per keyword change over time. 31:34 That could be a potential KPI. 31:40 If you're like, "Hey, the content that we're making, 31:42 we want to change how people are searching based on the content that we're making," 31:45 you can see that happen through Yahoo Clues. 31:50 I've been trying to get Duane Forrester to bring Yahoo Clues to Bing, 31:52 and he told me that the only way that's going to happen 31:55 is if everybody in this room tweets at him and says, "Hey, I want Yahoo Clues for Bing." 31:57 So @DuaneForrester, "I want Yahoo Clues for Bing." 32:02 No, seriously. Do it. [laughing] 32:06 I actually sent a tweet out a few months ago and I was like, 32:09 "I know there's a lot of people out here having these same problems with content marketing 32:14 where they can't convince people to do it," 32:17 because, like I said, we always make it like it's so easy. 32:21 "Oh, we can't get links. Make content!" No. It doesn't work. 32:24 So I asked them to tell me what happened to them 32:28 so I could zero in on their problems. 32:32 And I think it was Joel that sent me this one. 32:36 He said that he had a client in the eco, like green—you know what I'm talking about— 32:40 the green space or something like that and he was like, 32:47 "Yeah, we're going to do infographics," and he was emailing the guy and he was like, 32:50 "Yeah, this is a really good idea. This, this, and this." 32:53 And ultimately the client was like, "I don't see the point of content." 32:55 "Why would I spend all this money?" 32:59 And I think the big problem here is that there was no personal engagement with them. 33:01 There was no walking them through what it was. 33:06 There was no presentation about why this is so awesome 33:08 and why it ties directly back to that ROI 33:11 and why they actually need to do content. 33:14 So to that point, never, ever try and present these ideas via email. 33:17 Go in person, give them a deck, give them a presentation, and wow them. 33:24 [laughing] 33:32 And then someone else sent me one and they were like, 33:34 "Yeah, I presented to all these guys and they were all about it, 33:38 but it turns out that 2 key stakeholders weren't there." 33:42 "They came back and they were like, 'Pfft, why are you guys doing this?'" 33:48 "'This is a bad idea.'" 33:50 Never leave out key stakeholders. Ever. 33:52 Make sure everybody is in the room. 33:55 Make sure you glad hand everybody. 33:58 Make sure afterwards you take them out to dinner. 34:00 Rand does that. 34:03 And then there's a lot of cases where people were just like, "Yeah, let's do this." 34:07 "This is a really cool thing that we're making, and we like to make cool things." 34:12 But if you're not showing them that value, they're not going to want to do it. 34:16 So make sure you always tie it back to ROI with good measurement plans. 34:21 Yeah. 34:27 And then this one was actually kind of funny to me. 34:29 There was this girl; she had all this data. 34:32 She was like, "You guys need to be doing this because of this, 34:33 and you guys messed up because of this, this, and this," 34:36 and she had data points that supported everything. 34:38 You know what? Nobody likes those types of people. 34:41 [laughter] 34:44 So tell a story. The data should support the story. 34:48 The data shouldn't tell you why you're a dumb-ass; 34:54 it should be like, "Hey, here's why we should do this," 34:56 not, "Here's why you're an idiot." 34:59 Oh, the TV went off. 35:04 Oh, those TVs went off too. Am I— Yeah. It's past my bedtime? 35:08 [laughter] Okay, so I've been doing a lot of talking here, right? 35:11 You guys want to see me pitch? >>[audience] Yes. 35:17 The pitch I'm about to do kind of feels a lot like this. 35:19 [man on video] What about it? 35:23 See, I've been looking at what you're doing, 35:25 and I think you're in desperate need of change. 35:27 And you're just the guy to do it. >>I am. 35:29 We're at 50% market share in almost everything we make. 35:31 Because you have a big line of diverse and charismatic products 35:34 and you keep making more. 35:38 Zip tape, Styrofoam, Rovana. And why do you do that? 35:39 Because even though success is a reality, its effects are temporary. 35:43 You get hungry even though you've just eaten. 35:47 At the old firm we had London Fog raincoats. 35:49 We had a year where we sold 81% of the raincoats in the United States. 35:52 Name another raincoat. >>But we didn't stop working for them because 81% isn't enough. 35:56 But it doesn't change the fact that we're happy with our agency. 36:01 Are you? You're happy with 50%? You're on top and you don't have enough. 36:04 You're happy because you're successful. For now. 36:08 But what is happiness? It's a moment before you need more happiness. 36:10 I won't settle for 50% of anything. I want 100%. 36:14 You're happy with your agency? You're not happy with anything. 36:17 You don't want most of it; you want all of it. 36:19 And I won't stop until you get all of it. 36:22 Thank you for your time. 36:26 Thank you for stopping by. 36:30 So Rand, you're right there. Where is Anthony? Is he still here? 36:33 No? Is Adam here? I know Jamie isn't here. He had an emergency. 36:37 So I'm talking to you 3 guys. 36:42 I got an idea for you. I shouldn't walk away from you when I'm talking to you. 36:44 We as SEOs have a pretty ridiculous dilemma. 36:51 We have a lot of shit to do. 36:55 And some of us are procrastinators because of it. 36:57 Raise your hand if you're a procrastinator. 36:59 [audience member cheering] Yeah, exactly. 37:01 Some of you will get back to me, right? Okay. [laughter] 37:04 The thing is, with SEOmoz a lot of the tools aren't real time. 37:10 If I want to crawl something, I need to crawl a site, 37:14 it takes you guys 24 hours to do it. 37:17 And because of that, I go to something like a Screaming Frog 37:20 because I need to be on time with my work. 37:25 Or various other tools do the things that you guys do in real time. 37:30 So that's how us procrastinators deal with what we have to deal with, right? 37:36 And the thing is, you guys are in a really good position— 37:42 well, you guys are all procrastinators. We talked about that. So are you. 37:45 And the problem is Majestic is gaining on you. 37:51 They have released metrics and products quickly in the last year or such, 37:56 and the thing in red is called Search Flow. 38:01 They're actually putting that out today or tomorrow or something like that. 38:03 I was at Search Exchange and I was asking everybody, "Would you guys want this tool?" 38:06 And then Dixon was like, "Well, I actually have something brand new 38:11 that does 150 in 1 second." 38:13 You guys still own keyword difficulty right now. 38:17 There's no reason why you can't give us more. 38:23 Keyword difficulty is awesome, obviously, 38:26 you guys made improvements like you were talking about today, and we love it. 38:29 But the problem is you only get 5 keywords at a time. 38:33 And I understand that there's definitely a technical issue here 38:36 because you can't scrape Google at that scale and expect it to work. 38:39 But people want it. That's the reality of it. 38:47 There were 22 people on your help thing. 38:50 Hold on. I'm not done here. [laughter] 38:56 So 22 people on the help forum, the feature request forum 39:01 have asked for it over the last 2 years. 39:07 Twenty people on Twitter say they want it. 39:10 John Doherty said he'll link to it if you put it out. 39:13 [laughing] 39:16 You already know it's awesome, so I don't have to say that again. 39:18 But here's the thing. You guys have $18 million now. 39:21 We expect a lot more from you. [laughter] 39:26 So what I'm suggesting is that you add the Keyword Difficulty tool to the MozBar. 39:32 You're not selling anything. 39:40 And to that point, 39:44 the issue of crawling Google at scale is not your problem anymore either 39:47 because it becomes client side. 39:50 Now, you can measure the effectiveness of this. 39:53 I understand you guys are really focused on churn rate, 39:58 really focused on how many people upgrade to PRO, you make that a PRO service, 40:00 and you measure how many downloads from the MozBar, 40:05 how many links happen after that. 40:09 Again, it goes all the way back to your bottom line. 40:11 You guys see what I did there, right? 40:15 I told a story about you guys and your dilemma here as procrastinators, 40:18 I appealed to Rand's competitive spirit with Majestic, 40:25 I identified the need through you guys again, 40:28 and then I tied it to revenue. And he liked it. 40:32 He'll do it. Cool. 40:36 So I'm pretty much done here but, like I said, I've had an awesome year 40:39 and I wanted to thank some people because they have been awesome. 40:44 My girlfriend Brittan Bright, of course, and the people that helped me on these slides, 40:47 my graphic designer and such, and then in general, the Moz community. 40:53 You guys have been so awesome to me in the last year. So thank you. 40:57 And that's all I got. 41:00 [applause] 41:02 That was awesome. [laughing] 41:16 You're speaking my language with everything you said. That was fantastic. 41:19 Let's do some Q&A, yeah? You guys have some questions? >>Sure. 41:23 It's a little dark. 41:30 Do we need coffee later in the afternoon? [laughing] 41:32 Or is everybody just afraid to follow that presentation, the last 2 presentations? 41:38 [laughing] 41:42 I can't see. Anyone raising their hands? Yeah. 41:43 Yeah. We got one back there. All right. Good, good. 41:46 [female speaker] Hi, Mike. >>Hi. 41:51 [female speaker] Over here. >>Hi. 41:53 [female speaker] You mentioned the problem of going from speaking about rankings 41:55 and links and all the terms that we tend to use as SEOs when you're speaking with clients 42:01 and actually moving towards share of voice and all these things. 42:09 In the space I work in, we're a very small company, 42:14 we work with a lot of other very small companies, 42:18 and the major challenge I have is that all they talk about is links and rankings 42:21 and it's how do we actually get them to change that mindset 42:26 and to move to what we want to do? 42:30 [Mike King] Who are you speaking to? 42:33 Because typically, the people that are speaking that granularly 42:36 are not the major stakeholders. 42:40 For example, your SEO guy speaks like that or your social media guy may speak like that, 42:42 but the CMO does not speak like that. 42:48 So who are you speaking to? 42:51 If it's small companies, we've got the head of the company. 42:55 I mean, you're talking about big brands. 43:00 I'm talking about we're working down at the level of very small companies, 43:02 and often that guy who's actually the head of the company 43:06 is trying to be his own SEO and his own marketer and all those kinds of things. 43:10 That's the point where he comes to us and says, "Okay, I need help with this," 43:15 but he's got this mindset because all he's heard about is links and rankings 43:19 for the last 10 years, and that's what he thinks is going to get him dollars. 43:22 [Mike King] It's the same as when they come to you and say, 43:26 "Why don't you have a meta keywords thing?" 43:29 You essentially have to educate that person that what they're thinking about 43:31 is not necessarily what they should be thinking about. 43:35 So again, rankings are not an objective, they're not a business goal. 43:39 A business goal is for a small company to sell more stuff. 43:44 So you need to make it clear to them that they need to be thinking about 43:48 how does this affect their bottom line, not how do I feel good 43:51 because when I Google myself I see myself first. 43:55 Cool. 44:02 [male speaker] Mike. >>Hey. >>[male speaker] How are you doing? 44:03 I'm Cameron from Australia. >>What's up? 44:06 [Cameron] I find a lot of the tools from the US tend to be US centric. 44:09 Have you got any clients that are based in Australia or whatever? 44:13 And how do you deal specifically with personas? 44:18 Both of those tools there I would imagine are American tools. 44:21 [Mike King] You mean the tools we made? 44:25 No, the tools that you mentioned there by Nielsen and Experian. 44:27 [Mike King] Oh yeah. 44:31 I know there isn't a version of PRIZM for Australia, 44:32 but there definitely is a version of Mosaic for Australia. 44:35 Every country seems to have their own version of these tools. 44:38 [Cameron] We don't. >>No, I'm telling you that they do. 44:42 [Cameron] Those ones we do, but I mean in terms of smaller products, 44:45 we don't tend to have them as much. >>Oh yeah, yeah. 44:48 As far as things like really SEO specific, there are definitely some that are international, 44:51 but in the case of market research tools, there are things for every country. 44:58 [Cameron] Yeah. And how do you deal with when you're in an international environment? 45:03 So if you've got an international client and you're wanting to talk about personas, 45:07 do you just simplify it down? 45:10 To that point, if we don't have something that's real specific— 45:13 Like I said, we don't have Simmons for Australia because it's really expensive. 45:17 So in that case, I would rely on the quasi-ad hoc stuff that's based on social media 45:22 and really rely on the social inventories, like I was saying, 45:27 that Marty is going to talk about tomorrow. 45:31 So there's definitely data out there. 45:34 For example, if you're talking about the social inventories, then Facebook, 45:35 you can easily change that to Australia and then you see all the data 45:38 for those people in Australia. 45:42 [Cameron] Thank you. >>Uh-hunh (affirmative). 45:45 I can't see. Oh. 45:51 [male speaker] Hey, Mike. >>Hey, Will. 45:53 One question I have for you. 45:55 Something that we fight a lot is how to prep your team 45:56 so that they don't make bad pitches. 46:00 So what are the things that you would recommend for anybody here 46:02 who's got a team of people who they're working on outreach, 46:06 link building and whatnot? Are there workflows? 46:09 Are there things that you can use to help educate people who are doing outreach? 46:11 [Mike King] I don't have any tools. 46:20 I'd say the same way that you do outreach for link building 46:22 is what you should be doing here. 46:25 You say that, "We're thinking of building this awesome thing for our client 46:27 and we want your ideas on it." 46:32 The same way people are saying, "Do your infographics 46:35 where you're collaborating with influencers to get them to buy in to it," 46:38 it's the exact same process. 46:42 But as far as the actual pitch for your team, 46:44 I mean, until they get good at it I'd just tell them to watch Mad Men. 46:48 [male speaker] Mike. That was awesome, man. >>Thank you, Richard. 46:56 [Richard] Wow. I'm going to have to go home and rewrite my presentation. 46:59 You shared some new tools, and I'm looking at BrokenLinkIndex.com. 47:03 Can I export data? Is there an API or anything like that that I can—? 47:09 [Mike King] All of that is coming. 47:14 We really just wanted to make it work for MozCon, 47:16 but we're going to add way more features. 47:19 I have a whole team that works on this stuff. 47:22 We just wanted to make it work right now, 47:25 but within a week you'll have export, within a month you'll have an API. 47:27 [Richard] I love it. Thank you. >>No problem. 47:31 Anything else? 47:34 I've got 9 minutes. 47:36 [inaudible audience member question] >>Absolutely. 47:39 It's on MozCon Live. 47:43 [female speaker] Hi, can you go into some detail 47:54 about mapping site profiles to demographics? >>[Mike King] Yeah. 47:56 The whole purpose there is, for example, on SEOmoz you have a profile 48:01 and you have to say what do you do, how many hours do you spend a week on SEO, 48:06 are you agency side, are you in-house and what have you. 48:12 All those data points are essentially things that you can measure against 48:16 to see how effective whatever you're doing is for a certain group. 48:21 So if I want to see how many in-house people on SEOmoz use this piece of content 48:26 as compared to how many people in agencies use this piece of content, 48:31 I can tell who it's more effective for. 48:35 So yeah, that's pretty much it. 48:38 [male speaker] Hey, Mike. >>Hey. 48:44 [male speaker] A lot of us are working in agencies and are working with sales teams 48:46 that are responsible for going out and selling the work that we're going to do. 48:50 And on the one hand we have kind of Will espouses 48:53 on the fact that we can do a lot with a little, 48:55 so we can do a lot with budgets of $500, more than the traditional media. 48:57 On the other hand, going to our sales team and saying, 49:02 "This is the kind of preparation we have to do in order to make a pitch like this, 49:05 this is the research that has to go into it," that's totally counter 49:09 to the way a lot of people have run their business in the past. 49:12 So I guess it's more of a theoretical question, but how do you strike a balance 49:15 between the time suck of preparing for the pitch 49:18 with the uncertainty of whether or not they'll go for it? 49:20 [Mike King] I've got to say that I'm definitely biased 49:23 because that is like a cost that big agencies take, you see what I'm saying? 49:26 I've worked in big agencies for a while, so we just chalk that up, 49:32 like we need to spend this research time to sell it. 49:38 So I understand for a smaller agency it's like, 49:41 "We only have X amount of resources, so we need to scale this or something." 49:44 To that point, you could really just scale that initial outreach 49:50 if you can't afford to spend that much time. 49:55 So go the whole form letter route and stuff like that 49:57 where you're reaching out to these people and not really spending days to do it. 50:00 And upsell. Let me tell you about my girlfriend. 50:06 [laughter] She is an account director for a huge agency. 50:09 She used to work at Slingshot SEO, and she is one of the illest salespeople 50:13 I have ever met in my life, and I'm not even saying that because she's my girlfriend. 50:16 But I go on these type of pitches all the time and I'll be like, "Hey, look at this." 50:20 "We're about to do this." She's like, "No. That's not going to work at all." 50:25 So that's exactly the point. 50:28 You can also go into a pitch with a smaller offering 50:31 where you don't have to spend as much time on that 50:36 and then over time grow that business into something else 50:38 where you can afford to spend that time to go on the pitches. 50:43 [male speaker] Hi. 50:49 I've got a question about what would be different for nonprofits 50:50 that have a lot of less tangible return? 50:55 Some of the results that we're looking for take years or decades to realize, 50:59 and so we can have some very easy KPIs through Google Analytics 51:03 and some of those other tools, but how is it different selling to management 51:08 and partners and whatnot when you don't have the immediate ability 51:15 to take measurements? >>[Mike King] What are your objectives? 51:20 Our objectives are to have large social change, 51:23 so better healthcare, better education for children, 51:27 and things that take a very long time to be realized. 51:32 [Mike King] What are your intermediate objectives to realize those objectives? 51:36 Well, those change often, especially as we get into them. 51:40 We have failures, we have a lot of failures, but then we have a lot of successes. 51:46 The only problem is even our midterm goals can take a year or 2 to realize. 51:51 And so not being an expert in everything that the business does, 51:55 selling SEO and link building strategies and the effort it takes 52:01 to develop some RCS in there, I'm not sure how to really communicate 52:07 that what I'm trying to work on and what I'm trying to exercise 52:14 what I've learned here today is going to work. 52:18 [Mike King] Did you just say a whole paragraph 52:21 and tell me you don't know what your objectives are? 52:25 Well, it's how can I—what would be different about what you said today 52:27 for maybe something that's just less tangible and less easy to prove immediately? 52:33 To that point, we need a clearer understanding 52:39 of exactly what you're trying to achieve before I can answer that. 52:42 I mean, without you being able to tell me these are the steps you're in your process 52:46 to get to changing the world, I can't say, "Okay, here's what you need to do 52:52 and here's how we measure it." 52:56 So that would be the first conversation that we have 52:58 is really understanding exactly how that ties in to these smaller things 53:00 and then tie that to the KPIs. 53:04 So honestly, I can't tell you if you can't tell me, and I'd fire you as a client. [laughing] 53:07 Anybody else? [laughter] 53:16 Are we scared? 53:24 [female speaker] Another one right here. >>Hello, sir. 53:25 [male speaker] Do you have a closing act [inaudible] 53:29 [laughing] No. It's just me. Sorry. 53:34 [gasping] Kate Morris. >>[Kate Morris] Hey. Hold on. I want everybody to hear this. 53:38 Uh-oh. 53:43 [Kate Morris] When is the next album coming out and is that going to be on it? 53:44 I am really busy. [audience member groaning] 53:49 I spend all my time trying to change the world for you guys, 53:53 so I don't really have time to make music right now. 53:56 But it's coming soon. 53:59 [inaudible audience member comment] >>Huh? 54:01 [inaudible audience member comment] >>Oh yeah. I just bought new studio equipment. 54:04 So I am working, but this kind of takes precedence right now. 54:08 [female speaker] Thank you very much. >>Thank you. 54:14 [applause] 54:16 [female speaker] Awesome. Nice job. 54:21
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