Re-Thinking SEO: The Earned Media & Inbound Marketing Evolution

PowerPoint Presentation

Re-Thinking SEOEarned Media & Inbound Marketing

#rethinkSEOAaron AdersCo-Founder & Market Research Director

Patrick SpencerVP Business Development

#rethinkSEO@drelevance | relevance.com

2AGENDA SEO Yesterday Important Changes SEO Today Old vs. New Strategy Comparison What Does This Process Look Like? Real World Example Questions


3THE OLD SEOTECHNICAL SEOOn-page SculptingSEO ProgrammingCompetitor AuditsSEO ArchitectureContent for the Sake of Content


THE OLD SEOCONTENT MARKETINGLink BuildingContent FarmsContent for the Sake of Content


THE OLD SEO


A SHIFT IS OCCURRINGSEO has evolved into Earned Media &INBOUND MARKETING#rethinkSEO@drelevance | relevance.com

7WHAT IS CAUSING THIS SHIFT?. . .make sure that your site adds value. Provide unique and relevant content that gives users a reason to visit your site first. -GOOGLES WEBMASTER GUIDELINES


8THE OLD SEO


GOOGLE PANDA LAUNCHED FEB 2011Subsequent Panda Updates 2 - 2.5.2 Apr-Oct 2011 WHAT IS CAUSING THIS SHIFT?#rethinkSEO@drelevance | relevance.com

10

Targeted poorly written content that polluted organic search engine resultsWHAT IS CAUSING THIS SHIFT? First successful attempt to truly understand content quality algorithmically#rethinkSEO@drelevance | relevance.com

11Building the PandaWHAT IS CAUSING THIS SHIFT?

Lots of qualitative research to discover and define low quality content to filter from search results Quantitative research to discover mathematical trends between low- versus high quality websites May include bounce rate, return rate, or time on site relative to the norm of high-quality content#rethinkSEO@drelevance | relevance.com

12CREATE ORIGINAL CONTENT THAT EDUCATES, ENTERTAINS, OR SOLVES A PROBLEM

Takeaway #1


GOOGLE CAFFEINE UPDATE FRESHNESS NOV 2011Google Caffeine Launched June 2010 WHAT IS CAUSING THIS SHIFT?#rethinkSEO@drelevance | relevance.com

14REGULARLY PUBLISH QUALITY CONTENT

Takeaway #2


GOOGLE PENGUIN UPDATEAPR 2012 WHAT IS CAUSING THIS SHIFT?


16TargetsWHAT IS CAUSING THIS SHIFT? Site-Wide Links Links from Low Quality Websites Focus on quality references rather than counting links#rethinkSEO@drelevance | relevance.com

17PUBLISH CONTENT ON TRUSTED & AUTHORITATIVE SOURCES ONLY

Takeaway #3


GOOGLE LIMITS KEYWORD SEARCH QUERY INFO OCT 2011 WHAT IS CAUSING THIS SHIFT?#rethinkSEO@drelevance | relevance.com

19

WHAT IS CAUSING THIS SHIFT?#rethinkSEO@drelevance | relevance.com

22% of Total Organic Search33% of Total Organic LeadsWHAT IS CAUSING THIS SHIFT?#rethinkSEO@drelevance | relevance.com

MEASURE ROI THROUGH TRAFFIC & LEADS, NOT SERPS

Takeaway #4


GOOGLE+ SOCIAL MEDIA PLATFORM LAUNCHEDJune 2011

WHAT IS CAUSING THIS SHIFT?GOOGLE+ BUSINESS PAGES LAUNCHEDNovember 2011GOOGLE+ COMMUNITIESDecember 2012#rethinkSEO@drelevance | relevance.com

GOOGLE & BING ADMIT TO USING SOCIAL SIGNALSDecember 2010

WHAT IS CAUSING THIS SHIFT?GOOGLE SEARCH, PLUS YOUR WORLDJanuary 2012#rethinkSEO@drelevance | relevance.com

DISTRIBUTE & PROMOTE CONTENT VIA SOCIAL MEDIA

Takeaway #6


SEO Today#rethinkSEO@drelevance | relevance.com

Earned Media + Inbound Marketing#rethinkSEO

@drelevance | relevance.com

Digital RelevanceTraditional SEO vs. New SEO

+2 WHITEPAPERS /year+12 WHITEPAPERS /year+1 WEBINAR /month+1 VIDEO /month#rethinkSEO@drelevance | relevance.com

Digital Relevance5 posts/week10 posts/week13 MONTHS13 MONTHSTraffic from 2,480 Keyword PhrasesTraffic from 13,798Keyword Phrases5-10 posts per week2-3 posts per week=+556% Increase#rethinkSEO@drelevance | relevance.com

Digital Relevance

# of Organic Visits#rethinkSEO@drelevance | relevance.com

Digital Relevance

# of Organic Keywords Driving Traffic#rethinkSEO@drelevance | relevance.com

Digital Relevance

# of Organic Leads#rethinkSEO@drelevance | relevance.com

Data from the MarketingTechBlog.comDigital Relevance#rethinkSEO@drelevance | relevance.com

The Personalization of Search

- Web history

- Past search activity

- Social contact information (G+ & Gmail)

Digital Relevance#rethinkSEO@drelevance | relevance.com

Where you rank doesnt matter HOW MANY KEYWORDS DRIVING TRAFFIC DOES

Takeaway #7


The Earned Media & Inbound Marketing Process


1. RESEARCHDevelop target online personas based on:

Your brands current target personas Target personas on the most popular industry online communities


Find an online community that:

Has active members from your target persona group Is a trusted and authoritative industry resource1. RESEARCH


Experian Hitwise1. RESEARCH


2. CREATIVE

Contribution content ideation:

Target Persona Analyze top performing articles on online communities- analyze social shares & comments- social- pay attention to topics and style#rethinkSEO@drelevance | relevance.com

2. CREATIVE

Must be value-add content!

Solve a problem Educate Entertain

Would YOU share it?#rethinkSEO@drelevance | relevance.com

2. CREATIVE

Create Your Contribution:

White paper GuideResearch report e-Book Infographic Video#rethinkSEO@drelevance | relevance.com

3. PLACEMENT

Promote Your Contribution:

Connect with online community leaders Pitch your contribution#rethinkSEO@drelevance | relevance.com

3. PLACEMENT

Create the delivery article:

Your sales pitch to the community But dont make it too sales-yInclude excerpts from your content Connect to the authors G+ account#rethinkSEO@drelevance | relevance.com

3. PLACEMENT

Monitor & connect:

Monitor publish date through Google Alerts Follow social media conversations through hash-tags and twitter search columnsEngage on the most lucrative social media sites for your organization#rethinkSEO@drelevance | relevance.com

4. CONVERSIONLanding page visitors:

Your collection bucket Combine with marketing automation software for low-touch lead funnel management Custom-tailored lead nurturing plan


4. CONVERSION#rethinkSEO@drelevance | relevance.com

4. CONVERSION

Learn & improve:

Track successes & failures Test landing page design & offersEvolve processes & governance guidelines#rethinkSEO@drelevance | relevance.com

The Seven Digital Marketing Returns


1. SEARCH ENGINE VISBILITY

Search Engine Traffic

Long-tail search traffic Diverse & topically relevant keyword portfolioLinks and other digital signals#rethinkSEO@drelevance | relevance.com

2. Lead Generation

Lead List Growth

Leads & prospects from relevant online communities Long-term due to evergreen content#rethinkSEO@drelevance | relevance.com

3. SOCIAL MEDIA BUZZ

Social Mentions

Brand mentions Relevant follower list growth#rethinkSEO@drelevance | relevance.com

4. OPT-IN EMAIL LIST GROWTH

Great Content to Motivate Subscribers#rethinkSEO@drelevance | relevance.com

5. RETARGETING NETWORK REACH

Higher lead scores Increased network reach Without paying for ads#rethinkSEO@drelevance | relevance.com

6. ONLINE COMMUNITY GROWTH

Social network followingsFan page growth Blog subscriber growth#rethinkSEO@drelevance | relevance.com

7. ONLINE BRAND AWARENESS

Industry communities Private & public organizations News aggregators & curators Social networks Slideshows Print publications#rethinkSEO@drelevance | relevance.com


1. RESEARCHOnline communities where these target audience members hang out onlineOnline publications that these target audience members frequently read onlineSocial media conversation topics frequently discussed by these target audience members Top online target audience influencers #rethinkSEO@drelevance | relevance.com

2. CREATIVE


3. PROMOTION


4. CONVERSION


RESULTS


RESULTS


RESULTS#rethinkSEO@drelevance | relevance.com

FINAL TAKEAWAYSWhere you rank doesnt matter how many keywords drive traffic does

Create LOTS of educational, problem-solving and/or entertaining content

Publish content frequently


TAKEAWAYSPublish content on trusted sources only

Measure ROI through traffic & leads, not SERPs

Distribute & promote content via social media#rethinkSEO@drelevance | relevance.com

QUESTIONS?


Re-Thinking SEO: The Earned Media & Inbound Marketing Evolution

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Transcript of Re-Thinking SEO: The Earned Media & Inbound Marketing Evolution