The Inbound Marketing Audit
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hugeinc.com [email protected] 45 Main St. #220 Brooklyn, NY 11201 +1 718 625 4843 October 9, 2013 The Inbound Audit
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It's a checkup for your owned media inbound channels. Get a quick introduction to the Inbound Marketing Audit and how it helps your craft a holistic inbound strategy including SEO, social, local, mobile, and more.
Transcript of The Inbound Marketing Audit
Inbound Marketing?
“Earning our way in”
Instead of…
“Buying, begging, or bugging”
?
It’s a check up.
For search and discovery channels.
Who’s it good for?
12
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The Inbound Ring.Key concept:
The emerging ecosystem of 3rd party services that
surround core brand assets:
The company
Core digital assets
The Inbound Marketing ring
Media and Advertising
User encounters brand content
Inbound issues drive exit from customer journey
The essential role of the inbound ring.
The Inbound Audit.
Determine priority keywords, channels, and key assets.
Concepts & keywords
Relevant inbound channels
Available assets: authors, content, infrastructure, budget
Determine target keywords and check organic keyword rankings.
Crawl the site and check URLs, metadata.
Check analytics and infrastructure.
Check inbound links, anchor text.
Check top content pieces, content metrics, and social sharing.
Check G+ profile authority and engagement.
Check business listing databases.
Check GPS device visibility.
Check G+ Local for local business.
Check for Social Media optimization / Social Graph.
Search for ‘Insurance Agent’ uses Social Graph
Facebook Social and Local Search.
Requires a physical check-in to establish location
Put it all together..
BP SHELL CHEVRON CONOCOPHILLIPS
PAID MEDIA 1 1 1 3
CORE SEO 2 2 2 3
BLOG 3 3 - -
VIDEO 2 2 1 3
IMAGES 3 3 3 3
Inbound benchmarking: Heat map.
Good Average Lagging
Inbound Audit workbook.
Inbound project overview.
Research
Insight
Industry topics research
Voice of the consumer
Keyword universe
Query cleanup
Query categorization
Query prioritization
Query channel mapping
Key competitor inbound audit
Blog content
Video & YouTube channels
Core web search / SEO
Social Channels
• Social Profiles
Benchmarking
Summary of findings
Inbound Audit
Blog search-informed editorial planning
Writing for search engines
Blog content optimization techniques
Social authority
Video search-informed editorial planning
Videos & YouTube optimization techniques
Audits inform strategy.
A personal example.
Running a homeschool collective (radschool.org) is hard...
Like any business we needed to ‘acquire customers’.
We audited our presence and developed an Inbound
Strategy:• Changed target to ‘alternative schoolers’ from
homeschoolers.
• We mapped our keywords to digital content.
• We optimized on-page content for each keyword using a
search-friendly CMS platform like WordPress.
• We had each parent link to the home page using the
keyword ‘alternative school’ or a variant.
We covered out inbound bases.
Search is long in the tooth.
But 2001 - era tactics still work.
I am continually amazed at how many brands small or large that
have not even gone this far.
[email protected] Main St. #220 Brooklyn, NY 11201+1 718 625 4843
