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The ROI of Organic Search
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The ROI of Organic Search

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Byron White's presentation for the Software and Information Industry Association, June 16th, 2010.

Byron White's presentation for the Software and Information Industry Association, June 16th, 2010.

Published in: Technology, Business

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  • Gogle Analytics add to top per rick.
  • The list for logos should be: SpyFu ideaLaunch HubSpot SEO Magestic SEOBook Compete QuantCast
  • Tip: Learning where your organic marketshare vs the competition helps you calculate opportunity cost.
  • Wayne…Insert an Excel spreadsheet that shows one of our SEO plans for reference.
  • OK
  • OK
  • OK
  • OK
  • Wayne-- replace with the chart with content assets on the bottom.
  • Drop in the SpyFu Logo over ideaLaunch.
  • Steve, this needs to be blow up so you can see just that inner area, without the right column perhaps?
  • Steve, this needs to be blow up so you can see just that inner area, without the right column perhaps?
  • Transcript

    • 1. LifeTips.com, Inc. and ideaLaunch.com The ROI of Organic Search Software and Information Industry Association June 16th, 2010
    • 2. LifeTips.com and ideaLaunch offer content marketing services, custom publishing solutions and SEO services to a wide range of clients.
    • 3. We own and operate a number of other brands and micro-sites that help drive revenue for services and solutions all related to content, content marketing and content solutions.
    • 4. LifeTips.com launched in 2000 and consistently attracts more than 900k unique monthly visitors without any PPC spend or marketing support.
    • 5. Google, Chitika and Kontera ads generate revenue for the web property LifeTips.com.
    • 6. LifeTips is also an on-demand book publisher with 26 titles in print.
    • 7. LifeTips also hosts a weekly radio show produced and promoted by WebmasterRadio.FM, with 3 years of podcasts available on iTunes.
    • 8. Our ideaLaunch brand is now a leading content marketing agency offering an outsourced solution for editorial and optimization services for clients.
    • 9. Our WordVision technology removes the guesswork of SEO and measure the impact and performance of content published a domain name.
    • 10. Original Page Experiment 1 Experiment 2 Our SplitTestLab brand offers content testing services that experiment with different headlines, copy and graphics to improve conversion rates using Google Website Optimizer.
    • 11. Our Writer Access brand and web property powers our content creation revenue stream with access to 2000+ expert writers with specific industry experience for writing assignments.
    • 12. How to track and measure Content ROI Content Plan Quality Content ROI Measurement
    • 13. The content marketing plan becomes the nerve center for ROI measurement.
        • Table of Contents
        • Scope of Project
        • Competitive Research
        • Customer Research
        • Keyword Research
        • SEO Plan
        • Content Plan
        • Performance Plan
    • 14. We start by researching the competition with the free research tools.
        • Free Research Tools
        • WordVision.com
        • SpyFu.com
        • Compete.com
        • QuantCast.com
        • SEOMajestic.com
        • Raven-SEO-Tools.com
        • Tools.SEOBook.com
        • SEOToolSet.com
        • LinkVendor.com
        • MarketLeap.com
    • 15. Competitive intelligence reports helps pinpoint weakness and opportunity. Content Asset YourSite.com Competitor.com Traffic A C PPC Spend B A Content Portfolio B B Content Authority C B Publishing Frequency D C Social Reach F D Social Conversations F F Testimonials A F Partnerships B A Internal Links C B Inbound Links C C SEO Strength A C SEO Performance B A Testing Methodology A B
    • 16. Find the opportunity to capture organic mind share and market share.
    • 17.
        • SEO Plan
        • Keyword Universe
        • Golden Keywords
        • Keyword Silos
        • Internal Links
        • PPC Price
        • Search Volume
        • Search Market Share
      Create an SEO Plan that balances reader interest with search engine appeal.
    • 18. Select “golden” keywords for optimization, SEO and ROI goals.
        • Golden Keywords
        • 150 Keywords
        • Priority
        • Weighted
        • 1/3 Top 50-100
        • 1/3 Top 1-50
        • 1/3 Top >100
        • Keyword Silos
        • Primary Keywords
        • Secondary Keywords
    • 19. Create category maps featuring primary and secondary SEO keywords.
        • Category Map
        • Hot Topic
        • Primary Keywords
        • Secondary Keywords
    • 20. Create a Content Plan with the right mix of content assets.
        • Content Assets
        • Articles
        • Courseware
        • eBooks
        • Podcasts
        • Printed Books
        • Tip Centers
        • Webinars
        • Whitepapers
        • Widgets
        • WorkBooks
    • 21. Listen-in to the conversations in the social media sphere to find the hot topics.
        • Social Research Tools
        • Search.Twitter.com
        • Facebook.com/lexicon/
        • ThunderThimble.com
        • TechRigy.com
        • BlogSearch.Google.com
        • BlogPulse.com
        • IceRocket.com
        • TweetDeck.com
    • 22. Make scoring content for SEO strength easy for all your writers.
    • 23. Time stamp publishing dates of content for impact and ROI tracking.
    • 24. Measuring Content and Organic ROI
    • 25. Measure ROI in a variety of ways.
    • 26. Track improved monthly listing positions for content optimization ROI.
    • 27. Track increased traffic for search performance ROI.
    • 28. Track repeat visitation for content engagement ROI.
    • 29. Track increased time-on-site for content stickiness ROI.
    • 30. Track improved conversion rates for content testing ROI.
    • 31. Track increased leads from content interaction ROI.
    • 32. Track increased sales from those leads for actual ROI.
    • 33. “ The only marketing left is content marketing.”
        • Byron White, ideaLaunch
        • Chief Idea Officer
        • Twitter: @ByronWhite
        • Byron[at]ideaLaunch.com
        • Phone: 617-227-8800 x 201
        • ideaLaunch.com/101
      Seth Godin