How DigitalRelevance and Rackspace Increased Organic Traffic 212% With Inbound Marketing
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How DigitalRelevance and Rackspace Increased Organic Traffic 212% With Inbound Marketing
- 1. ©2013 | BrightEdge Technologies BRINGING IT ALL TOGETHER – SEARCH & EARNED MEDIA Based on the case study: How DigitalRelevance and Rackspace increased organic traffic by 212%
- 2. • Vice President of Client Solutions and Success for DigitalRelevance • 12 years plus digital marketing leadership experience • Directly responsible for managing multi-million dollar campaigns for many Fortune 500 clients Twitter | @MartyAMuse Email | marty.muse@relevance.com
- 3. • SEO Manager at Rackspace Hosting • MBA in Marketing from University of Texas at Austin • 7 Years online marketing experience including SEO, PPC, Email, Social & Product Management • In-house marketer for a range of Startup to Midsize to Fortune 50 companies Twitter | @drwhitworth Email | david.whitworth@rackspace.com
- 4. 1. Eco-system update 2. Shift to inbound marketing 3. Impact and evolution 4. Campaign 5. Key takeaways 6. Rise of earned media Agenda
- 5. Marketing ecosystem – Then
- 6. Marketing ecosystem - Changes
- 7. Marketing ecosystem – Now
- 8. The shift to inbound marketing “…make sure that your site adds value. Provide unique and relevant content that gives users a reason to visit your site first.” - GOOGLE’S WEBMASTER GUIDELINES Marketing ecosystem
- 9. Impact and evolution – Rackspace On-Page/Technical SEO Consultant Content Strategist
- 10. Percentage increase in (not provided) data in web analytics August ‘11-July ‘13 Inbound Marketing – Driving Traffic and Leads 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% Month Aug-‐11 Sep-‐11 Oct-‐11 Nov-‐11 Dec-‐11 Jan-‐12 Feb-‐12 Mar-‐12 Apr-‐12 May-‐12 Jun-‐12 Jul-‐12 Aug-‐12 Sep-‐12 Oct-‐12 Nov-‐12 Dec-‐12 Jan-‐13 Feb-‐13 Mar-‐13 Apr-‐13 May-‐13 Jun-‐13 Jul-‐13 Google Announcement Firefox 14 launches with defaulted SSL searches
- 11. Campaign – Goals, Strategy and Tactics Strategy § On-page relevancy § Earned media signals Goals § Increase organic traffic § Increase brand authority Tactics § Leverage earned media § Increase social signals § Implement content strategy
- 12. Campaign – Tools Custom Macros
- 13. Campaign – Challenges IDENTIFYING AUDIENCE & INITIATING OUTREACH ORGANIZATIONAL STRUCTURE COMPETITORS
- 14. Campaign – Process KEYWORDS & COMPETITOR ANALYSIS CONTENT CREATION OUTREACH & PLACEMENT
- 15. Campaign – Process COMPETITIVE GAP ANALYSIS • KEYWORD • ON-SITE • OFF-PAGE
- 16. Campaign – Process MEDIA PRODUCTION • CREATE UTILITY • BRAND AWARENESS
- 17. Campaign – Process OUTREACH & PLACEMENT • TARGETED OUTREACH • EARNED MEDIA PLACEMENT • PROMOTION
- 21. What’s next for Rackspace? Continue to expand scope of SEO engagement to include all Rackspace product lines utilizing an integrated approach CONTENT STRATEGY EARNED MEDIA
- 22. Earned media & inbound success