Rand Fishkin

Rand Fishkin: how CEOs can be great marketers

The job of being CEO is no easy task, just ask any of the six men and women who have been employed in the top job at Yahoo since 2007.

So it might seem a bit harsh to suggest that alongside the massive pressure that comes with the day-to-day running of a company, CEOs should also be a figurehead for their company’s marketing efforts.

But at Distilled’s LinkLove conference SEOMoz CEO Rand Fishkin suggested that those in the top job have a big role in setting the overall tone of their business, including marketing.

He said it’s natural that companies take on the passions, interests and eccentricities of their founders. As a result, the CEO can have a huge impact on the direction and strategy of their company’s marketing.

First off, Fishkin outlined the CEO’s main responsibilities:

The long tail of referral traffic is short: report

Chris Anderson’s book, The Long Tail: Why the Future of Business is Selling Less of More, sits on the bookshelves (or e-readers) of countless entrepreneurs. For many, it has even been an influential book whose ideas have played a role in key business decisions.

Over the years, however, some have asked “Just how long is the long tail?” and interestingly, in many cases, the answer appears to be “not that long at all.”

Q&A: Rand Fishkin, CEO of SEOmoz

Every two years, SEO consultancy and publisher SEOmoz publishes a Search Engine Ranking Factors report that details which ranking factors some of the world’s top SEOs think are hot and not. The latest Search Engine Ranking Factors report was published in August.

I spoke with Rand Fishkin, CEO of SEOmoz, about the 2009 Ranking Factors report, the dilemma of paid links and how social media is changing SEO.