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The Inbound Marketing Audit
 

The Inbound Marketing 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, ...

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.

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    The Inbound Marketing Audit The Inbound Marketing Audit Presentation Transcript

    • hugeinc.com info@hugeinc.com 45 Main St. #220 Brooklyn, NY 11201 +1 718 625 4843 October 9, 2013 The Inbound 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
    • 13
    • 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 InboundAudit.
    • 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.  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  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.
    • Apersonal 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.
    • hugeinc.com info@hugeinc.com 45 Main St. #220 Brooklyn, NY 11201 +1 718 625 4843