© BetterManagement 2005 THE BLOG AS SEO STRATEGY Chas Martin Director of Communication...

© BetterManagement 2005

THE BLOG AS SEO STRATEGYTHE BLOG AS SEO STRATEGY

Chas MartinDirector of CommunicationBetterManagement


Primary Site = Education/Marketing Portal


Email is Primary Return Visit Driver

Email distribution 199,000 subscribers

Opt in rate for special promotions 39%


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


Rising Cost of Pay Per Click

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10,000

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Cli

cks

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$10,000

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$70,000

PPC Clicks

PPC Spend

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10,000

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$-

$10,000

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$30,000

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PPC Clicks

PPC Spend


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


The BreakthroughThe Breakthrough

Position blog as SEO Strategy


Extend the Primary Site Reach


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.


content,


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


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


Results

Stats to come

© BetterManagement 2005 THE BLOG AS SEO STRATEGY Chas Martin Director of Communication...

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