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

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Organizations that implement traditional SEO strategies are seeing diminishing returns as a result of using outdated tactics. These slides will teach you how SEO has shifted strategically and what you …

Organizations that implement traditional SEO strategies are seeing diminishing returns as a result of using outdated tactics. These slides will teach you how SEO has shifted strategically and what you need to do to be successful.

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  • 1. Re-Thinking SEOEarned Media & Inbound Marketing#rethinkSEO
  • 2. @drelevance | relevance.comAaron AdersCo-Founder & Market Research DirectorPatrick SpencerVP Business Development#rethinkSEO
  • 3. @drelevance | relevance.comAGENDA» SEO Yesterday» Important Changes» SEO Today» Old vs. New Strategy Comparison» What Does This Process Look Like?» Real World Example» Questions#rethinkSEO
  • 4. @drelevance | relevance.comTHE OLD SEOTECHNICAL SEO» On-page Sculpting» SEO Programming» Competitor Audits» SEO Architecture» Content for the Sake of Content#rethinkSEO
  • 5. @drelevance | relevance.comTHE OLD SEOCONTENT MARKETING» Link Building» Content Farms» Content for the Sake of Content#rethinkSEO
  • 6. @drelevance | relevance.comTHE OLD SEO#rethinkSEO
  • 7. @drelevance | relevance.comA SHIFT IS OCCURRING…SEO has evolved intoEarned Media &INBOUND MARKETING#rethinkSEO
  • 8. @drelevance | relevance.comWHAT IS CAUSING THIS SHIFT?“. . .make sure that your site adds value.Provide unique and relevant content that givesusers a reason to visit your site first.”-GOOGLE’S WEBMASTER GUIDELINES#rethinkSEO
  • 9. @drelevance | relevance.comTHE OLD SEO#rethinkSEO
  • 10. @drelevance | relevance.comGOOGLE PANDA LAUNCHED FEB 2011Subsequent Panda Updates 2 - 2.5.2 Apr-Oct 2011WHAT IS CAUSING THIS SHIFT?#rethinkSEO
  • 11. @drelevance | relevance.com• Targeted poorly written content that polluted organicsearch engine resultsWHAT IS CAUSING THIS SHIFT?• First successful attempt to truly understand content qualityalgorithmically#rethinkSEO
  • 12. @drelevance | relevance.comBuilding 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 mathematicaltrends between low- versus high quality websites• May include bounce rate, return rate, or time on siterelative to the norm of high-quality content#rethinkSEO
  • 13. @drelevance | relevance.comCREATE ORIGINAL CONTENTTHAT EDUCATES, ENTERTAINS,OR SOLVES A PROBLEMTakeaway #1 »#rethinkSEO
  • 14. @drelevance | relevance.comGOOGLE CAFFEINE UPDATE “FRESHNESS” NOV 2011Google Caffeine Launched June 2010WHAT IS CAUSING THIS SHIFT?#rethinkSEO
  • 15. @drelevance | relevance.comREGULARLY PUBLISH QUALITYCONTENTTakeaway #2 »#rethinkSEO
  • 16. @drelevance | relevance.comGOOGLE ‘PENGUIN’ UPDATEAPR 2012WHAT IS CAUSING THIS SHIFT?#rethinkSEO
  • 17. @drelevance | relevance.comTargetsWHAT IS CAUSING THIS SHIFT?• Site-Wide Links• Links from Low Quality Websites• Focus on quality references ratherthan counting links#rethinkSEO
  • 18. @drelevance | relevance.comPUBLISH CONTENT ONTRUSTED & AUTHORITATIVESOURCES ONLYTakeaway #3 »#rethinkSEO
  • 19. @drelevance | relevance.comGOOGLE LIMITS KEYWORD SEARCH QUERY INFOOCT 2011WHAT IS CAUSING THIS SHIFT?#rethinkSEO
  • 20. @drelevance | relevance.comWHAT IS CAUSING THIS SHIFT?#rethinkSEO
  • 21. @drelevance | relevance.com22% of TotalOrganic Search33% of TotalOrganic LeadsWHAT IS CAUSING THIS SHIFT?#rethinkSEO
  • 22. @drelevance | relevance.comMEASURE ROI THROUGHTRAFFIC & LEADS, NOT SERPSTakeaway #4 »#rethinkSEO
  • 23. @drelevance | relevance.comGOOGLE+ SOCIAL MEDIA PLATFORM LAUNCHEDJune 2011WHAT IS CAUSING THIS SHIFT?GOOGLE+ BUSINESS PAGES LAUNCHEDNovember 2011GOOGLE+ COMMUNITIESDecember 2012#rethinkSEO
  • 24. @drelevance | relevance.comGOOGLE & BING ADMIT TO USING SOCIAL SIGNALSDecember 2010WHAT IS CAUSING THIS SHIFT?GOOGLE SEARCH, PLUS YOUR WORLDJanuary 2012#rethinkSEO
  • 25. @drelevance | relevance.comDISTRIBUTE & PROMOTECONTENT VIA SOCIAL MEDIATakeaway #6 »#rethinkSEO
  • 26. @drelevance | relevance.comSEO Today#rethinkSEO
  • 27. @drelevance | relevance.comEarned Media + Inbound Marketing#rethinkSEO
  • 28. @drelevance | relevance.comDigital RelevanceTraditional SEO vs. New SEO+2 WHITEPAPERS /year +12 WHITEPAPERS /year+1 WEBINAR /month+1 VIDEO /month#rethinkSEO
  • 29. @drelevance | relevance.comDigital Relevance5 posts/week10 posts/week13 MONTHS 13 MONTHSTraffic from 2,480Keyword PhrasesTraffic from 13,798Keyword Phrases5-10 posts per week2-3 posts per week=+ 556%Increase#rethinkSEO
  • 30. @drelevance | relevance.comDigital Relevance# of Organic Visits#rethinkSEO
  • 31. @drelevance | relevance.comDigital Relevance# of Organic Keywords Driving Traffic#rethinkSEO
  • 32. @drelevance | relevance.comDigital Relevance# of Organic Leads#rethinkSEO
  • 33. @drelevance | relevance.comData from the MarketingTechBlog.comDigital Relevance#rethinkSEO
  • 34. @drelevance | relevance.comThe Personalization of Search- Web history- Past search activity- Social contact information (G+ & Gmail)Digital Relevance#rethinkSEO
  • 35. @drelevance | relevance.comWhere you rank doesn’t matter –HOW MANY KEYWORDSDRIVING TRAFFIC DOESTakeaway #7 »#rethinkSEO
  • 36. @drelevance | relevance.comThe Earned Media & InboundMarketing Process#rethinkSEO
  • 37. @drelevance | relevance.com1. RESEARCHDevelop target online personasbased on:• Your brand’s current targetpersonas• Target personas on the mostpopular industry online communities#rethinkSEO
  • 38. @drelevance | relevance.comFind an online community that:• Has active members from your targetpersona group• Is a trusted and authoritative industryresource1. RESEARCH#rethinkSEO
  • 39. @drelevance | relevance.comExperian Hitwise®1. RESEARCH#rethinkSEO
  • 40. @drelevance | relevance.com2. CREATIVEContribution content ideation:• Target Persona• Analyze top performing articles on onlinecommunities- analyze social shares & comments- social- pay attention to topics and style#rethinkSEO
  • 41. @drelevance | relevance.com2. CREATIVEMust be value-add content!• Solve a problem• Educate• EntertainWould YOU share it?#rethinkSEO
  • 42. @drelevance | relevance.com2. CREATIVECreate Your Contribution:• White paper• Guide• Research report• e-Book• Infographic• Video#rethinkSEO
  • 43. @drelevance | relevance.com3. PLACEMENTPromote Your Contribution:• Connect with online community leaders• Pitch your contribution#rethinkSEO
  • 44. @drelevance | relevance.com3. PLACEMENTCreate the delivery article:• Your sales pitch to the community• But don’t make it too ‘sales-y’• Include excerpts from your content• Connect to the author’s G+ account#rethinkSEO
  • 45. @drelevance | relevance.com3. PLACEMENTMonitor & connect:• Monitor publish date through Google Alerts• Follow social media conversations through hash-tags and twitter search columns• Engage on the most lucrative social media sitesfor your organization#rethinkSEO
  • 46. @drelevance | relevance.com4. CONVERSIONLanding page visitors:• Your collection bucket• Combine with marketing automation softwarefor low-touch lead funnel management• Custom-tailored lead nurturing plan#rethinkSEO
  • 47. @drelevance | relevance.com4. CONVERSION#rethinkSEO
  • 48. @drelevance | relevance.com4. CONVERSIONLearn & improve:• Track successes & failures• Test landing page design & offers• Evolve processes & governance guidelines#rethinkSEO
  • 49. @drelevance | relevance.comThe Seven Digital MarketingReturns#rethinkSEO
  • 50. @drelevance | relevance.com1. SEARCH ENGINE VISBILITYSearch Engine Traffic• Long-tail search traffic• Diverse & topically relevant keyword portfolio• Links and other digital signals#rethinkSEO
  • 51. @drelevance | relevance.com2. Lead GenerationLead List Growth• Leads & prospects from relevant onlinecommunities• Long-term due to evergreen content#rethinkSEO
  • 52. @drelevance | relevance.com3. SOCIAL MEDIA BUZZSocial Mentions• Brand mentions• Relevant follower list growth#rethinkSEO
  • 53. @drelevance | relevance.com4. OPT-IN EMAIL LIST GROWTHGreat Content to MotivateSubscribers#rethinkSEO
  • 54. @drelevance | relevance.com5. RETARGETING NETWORK REACH• Higher lead scores• Increased network reach• Without paying for ads#rethinkSEO
  • 55. @drelevance | relevance.com6. ONLINE COMMUNITY GROWTH• Social network followings• Fan page growth• Blog subscriber growth#rethinkSEO
  • 56. @drelevance | relevance.com7. ONLINE BRAND AWARENESS• Industry communities• Private & public organizations• News aggregators & curators• Social networks• Slideshows• Print publications#rethinkSEO
  • 57. @drelevance | relevance.com#rethinkSEO
  • 58. @drelevance | relevance.com1. RESEARCH- Online communities where these target audience members“hang out” online- Online publications that these target audience membersfrequently read online- Social media conversation topics frequently discussed bythese target audience members- Top online target audience influencers#rethinkSEO
  • 59. @drelevance | relevance.com2. CREATIVE#rethinkSEO
  • 60. @drelevance | relevance.com3. PROMOTION#rethinkSEO
  • 61. @drelevance | relevance.com4. CONVERSION#rethinkSEO
  • 62. @drelevance | relevance.comRESULTS#rethinkSEO
  • 63. @drelevance | relevance.comRESULTS#rethinkSEO
  • 64. @drelevance | relevance.comRESULTS#rethinkSEO
  • 65. @drelevance | relevance.comFINAL TAKEAWAYS» Where you rank doesn’t matter – how manykeywords drive traffic does» Create LOTS of educational, problem-solvingand/or entertaining content» Publish content frequently#rethinkSEO
  • 66. @drelevance | relevance.comTAKEAWAYS» Publish content on trusted sources only» Measure ROI through traffic & leads, not SERPs» Distribute & promote content via social media#rethinkSEO
  • 67. @drelevance | relevance.comQUESTIONS?#rethinkSEO