Being Signal Amidst the Noise - Rand Fishkin, Moz
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Transcript of Being Signal Amidst the Noise - Rand Fishkin, Moz
![Page 1: Being Signal Amidst the Noise - Rand Fishkin, Moz](https://reader035.fdocuments.in/reader035/viewer/2022062406/55cead89bb61ebc2528b46bb/html5/thumbnails/1.jpg)
04/15/20231
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bit.ly/randsignalGet the presentation:
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5 Minutes
OnlineOnline
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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 Minutes4 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 BecomeSignal Amidst the Noise5
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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.ioare 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 AttractEveryone’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 Contributionfor 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
BrowsingSocial
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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ResearchIf 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
![Page 65: Being Signal Amidst the Noise - Rand Fishkin, Moz](https://reader035.fdocuments.in/reader035/viewer/2022062406/55cead89bb61ebc2528b46bb/html5/thumbnails/65.jpg)
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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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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When stories like this becomes popular, keyword demand skyrockets, and fresher content has a better chance to rank.
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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
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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 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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