© BetterManagement 2005

THE BLOG AS SEO STRATEGYTHE BLOG AS SEO STRATEGY

Chas MartinDirector of CommunicationBetterManagement

© BetterManagement 2005

Primary Site = Education/Marketing Portal

© BetterManagement 2005

Email is Primary Return Visit Driver

Email distribution 199,000 subscribers

Opt in rate for special promotions 39%

© BetterManagement 2005

Situation

Dependent on email communications

INBOX study cited declining email deliverability

In 2003, 18% failed to reach the targeted inbox

In 2004, that number rose to 24%

Instant Messaging, Alerts, RSS and Blogs were identified by INBOX as potential replacements for email activities

© BetterManagement 2005

Rising Cost of Pay Per Click

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© BetterManagement 2005

Management Embraces Blog !Management Embraces Blog !

• Liability• Resources• Control

• Liability• Resources• Control

Brand: • Leadership• Innovation

Brand: • Leadership• Innovation

Reality:• Declining Email trends• Rising keyword CPC

Reality:• Declining Email trends• Rising keyword CPC

© BetterManagement 2005

The BreakthroughThe Breakthrough

Position blog as SEO Strategy

© BetterManagement 2005

Extend the Primary Site Reach

© BetterManagement 2005

Blog Rationale

Keywords on steroids

Leverage critical SEO friendly pages/words on primary site for increased search engine ranking of both BMC and the blog URLs.

Frequent references content on the primary site and as partner sites.

Add RSS feeds to Blog and Primary Site.

© BetterManagement 2005

content,

© BetterManagement 2005

© BetterManagement 2005

© BetterManagement 2005

Management Strategy

Hire former editor / producer to host/post Provide editor with keyword list Coordinate topics and entries prior to posting Integrate with key word buys Establish “Rules of Emblogment” Give editor freedom to evaluate comments Distance BetterManagement as sponsor – Connect URL: http://blog.bettermanagement.com

© BetterManagement 2005

Promotion

Blog keyword buy = .05% of total keyword buy

Add links to Primary Site

Reference through Primary Site newsletters

Promote blog through annual conference

Promote thyself via blog roll and press contacts

© BetterManagement 2005

Results

Stats to come