Will vs. Rand Round IV: Boston Rule the Men’s Fashion SERPs Rand Fishkin, CEO + Co-founder, SEOmoz May 2011; Boston Download: http://bit.ly/seofashionboston

Men’s Fashion is Hard…

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html Proper Tailoring Matching WaistCoat/Vest Necktie w/ Windsor Knot Appropriate Sleeve Length Pasty white neck skin Sewn by Fashion Philistines Squishy Pinkness Coatsleeves that ends mid-forearm

Sartorial Style Must Not Be Lost!

Rise Up + Defeat the Scourge that is… The “Silicon Valley Tuxedo”

Step one of any SEO strategy: Research

Brands Generics

We are going to need a mind-blowingly great product.

“Good artists borrow. Great artists steal.” - Pablo Picasso

15 Amazing Examples: And the crazy-cool tactics I’m going to steal from each of them to make a killer, SEO-enhanced product.

Via http://www.oyster.com #1: Oyster’s “Reporter-Style” Reviews

Via http://hotornot.com #2: HotorNot’s Simple, Addictive Ratings

Via http://hotornot.com #3: Angry Birds’ Inconsistent Rewards

Via http://www.webtrends.com/Products/Analytics/Web #4: WebTrends Drop-Dead Gorgeous Interface

Via http://sparkbuy.com/laptops #5: SparkBuy’s Faceted Shopping Engine

Via http://www.travelpod.com/traveler-iq #6: TravelPod’s Quiz

Via http://adage.com/power150/ #7: The AdAge Power 150

Via http://gofugyourself.com/fuggo-tango-05-2011 #8: Addictive Writing of GoFugYourself

Via http://www.cubeduel.com/ #9: Cubeduel’s Rate-Your-Coworkers App

Via http://blog.disqus.com/post/5247780112/pull-people-into-your-conversation-with-mentions #10: Disqus Comments w/ @mention Replies

Via http://www.nissanusa.com/leaf-electric-car/index #11: Rock HTML5 Animations Like Leaf

Via http://artistmarketplace.moleskine.com #12: Moleskine’s Artist Marketplace

Via http://blog.okcupid.com/index.php/10-charts-about-sex/ #13: OKCupid’s Drop-down CTAs

Via http://www.seomoz.org/ugc #14: YOUmoz’s Blog Submission System

Via http://www.threadless.com/bt/year,2010 #15: Threadless’ Bestee Awards

Meet Haberdashing.com

Bookmarking Store Content Fashion 101 Content “Best of” Content Awards + Badges Value Proposition Key Product Powered by Facebook Likes/Shares via oAuth Created by Editors + UGC Reviews/Ratings Editors Answer Tough Fashion Qs w/ Graphics Awards Best Fashion via FB Photos/Tagging Widgets for Users + Badges for Stores/Brands that Earn High Ratings Help Men Look Their Best Store that Learns Based on What You + Your Friends Like/Rate/Buy

10 Marketing Tactics: Inspired by the marketing of others, these will help insure that Haberdashing is at the top of every search result.

Journalists who participate on the web are often far easier to connect with than those who don’t. If you’re bootstrapping, use social sites to make your media contacts. #1: Media Outreach for Launch(es) Searching Quora (via Google) Searching Twitter (via FollowerWonk) Searching LinkedIn

By tagging people and clothing in photos, you alert both individuals and brands to your presence on Facebook. To see the photo… They have to first “like” your page/brand! #2: Event Photography + Facebook Tagging

Using some basic queries at sites like http://twitter.com http://quora.com http://answers.yahoo.com, etc. can reveal huge direct marketing opportunities. #3: Answer Burning Questions Socially

Via http://www.mobilecrunch.com/2011/03/29/like-us-on-facebook-win-awesome-stuff/ #4: Contests + Giveaways w/ Social Tie-Ins

Via http://www.flickr.com/creativecommons/ #5: Flickr’s Creative-Commons Licensed Photos

Finding guest blog opportunities is fairly easy – Try queries like http://www.google.com/search?q=fashion+"guest+author“ and variations thereof #6: Oli Gardner-Style Guest Blogging

Via http://blog.okcupid.com/index.php/10-charts-about-sex/ #7: OKCupid’s Drop-down Social CTAs

Hundreds of links and tens of thousands of visits are available if you use the right, “hot” technology to build your site. Query e.g. http://www.google.com/search?q=html5+gallery #8: CSS + HTML5 Gallery Submission

Via http://www.programmableweb.com/mashup/amazon-wishlist-gadget #9: Embeddable Badges + Widgets

The process is simple, but the execution is hard. You need a data-driven but empathetic, high quality writer to do outreach individually + personally. #10: Store/Brand Outreach Campaign Use a non-personalized, geo-agnostic query like this, then find smaller brands appearing on page 3-100 of results. Then find individual shops/stores in major markets by using the location setter in Google Search

The primary goal of outreach should be to get your brand in that person’s head. Then, if you execute well enough on the product side, you’ll earn links, tweets, shares, likes, etc. naturally. #10: Ask Not What They Can Do For You… Make this link a landing page explaining value proposition for contributors + retail stores.

8 Tools for Measuring + Improving: My recommended metrics + data tools for building a repeatable, scalable process for Haberdashing.

Via http://www.seomoz.org/blog/seomoz-google-analytics-setup-whiteboard-friday #1: Google Analytics (w/ Some Customizations)

Via https://analytics.postrank.com/ - PostRank will measure the social sharing activity on any URL in a feed, so you can see what content works (and doesn’t) on the social web #2: PostRank

Via http://feedburner.com – though it hasn’t been updated in a long time, it’s still the best free software for monitoring feed activity and growth. #3: Feedburner

Via http://unbounce.com/ #4: Unbounce’s Landing Page Platform

Via http://www.facebook.com/insights #5: Facebook Insights

Problem w/ video is it’s hard to measure engagement w/ traditional analytics that show only pageviews. http://www.wistia.com fixes that in an elegant way. #6: Wistia Video Analytics

If you use shortened URLs on Facebook + Twitter, http://bit.ly can help track and segment out the portion of the traffic that’s direct vs. referral (but hidden due to desktop/mobile apps) #7: Bit.ly PRO for Short URL Tracking

Via http://www.geckoboard.com/ #8: GeckoBoard

When someone uses Haberdashing, this is how they should feel…

Q+A Rand Fishkin, CEO & Co-Founder, SEOmoz Twitter: @randfish Blog: www.seomoz.org/blog Email: rand@seomoz.org Download: http://bit.ly/seofashionboston