Inbound Marketing IS the New SEO - Facts, Figures & Data

Introduction
Chad H. Pollitt
• Director of Inbound Marketing

Twitter: @CPollittIU - #KunoSEO kunocreative.com

Agenda

• The Old SEO
• The New SEO

• What are the Causes?
• What Does this Mean?

• Q&A


The Old SEO


The Old SEO

• Technical SEO
– On-page Sculpting

– Link Building

– SEO Programming

– Competitor Audits

– SEO Architecture

– Content for the Sake of Content


The Old SEO

Pay Per Keyword
Pay for Rankings
Pay for Traffic


The New SEO
*Data from the MarketingTechBlog.com


What Does this Mean?

Where You Rank Doesn’t
Matter – How Many Keywords
Drive Traffic Does


The New SEO


The New SEO
# of Organic Visits
35000

30000

25000

20000

15000

10000

5000

0

2-3 Blog Posts/wk
Traditional SEO 5-10 Blog Posts/wk
Inbound Marketing


The New SEO
# of Organic Keywords Driving Traffic
16000

14000

12000

10000

8000

6000

4000

2000

0

2-3 Blog Posts/wk
Traditional SEO 5-10 Blog Posts/wk
Inbound Marketing


The New SEO
# of Organic Leads
500

450

400

350

300

250

200

150

100

50

0

Traditional SEO
2-3 Blog Posts/wk Inbound Marketing
5-10 Blog Posts/wk


The New SEO

10 posts/week

5 posts/week

13 Months 13 Months

Traffic from 13,798
Traffic from 2,480
Keyword Phrases Keyword Phrases = 556% Increase
2 - 3 Posts/wk 5 - 10 Posts/wk


What are the Causes?

“. . .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



• Google Panda Launched (Feb 2011)

Subsequent Panda Updates 2 - 2.5.2 (Apr - Oct 2011)



Create Original, Problem-
solving and/or Entertaining
Content



• Google Caffeine Update "Freshness" (Nov 2011)

Google Caffeine Launched (Jun 2010)



Publish Content Frequently



• J.C. Penney, Forbes & Overstock.com get caught doing
black hat link building (Feb 2011)



Don’t Buy Links or Use Link
Building Services



• Google Limits Keyword Search Query Info (Oct 2011)



22% of Total
Organic Search 33% of Total
Organic Leads



Search Results & Technical
SEO ROI are harder to track



• Google +1 Launched (Mar 2011)
• Google+ Social Media Platform Launches (Jun 2011)
• Google+ Business Pages Launched (Nov 2011)



• Google & Bing Admit to Using Social Signals (Dec 2010)
• Google Search, Plus Your World (Jan 2012)



Distribute Content via Social
Media – Be Social


What Does ALL of this Mean?

In order to maximize search
engine visibility & organic leads
you must. . .


Take-a-ways
1. Where You Rank Doesn’t Matter – How Many Keywords
Drive Traffic Does

2. Create LOTS of Original, Problem-solving
and/or Entertaining Content

3. Publish Content Frequently

4. Don’t Buy Links or Use
Link Building Services


Take-a-ways

5. Search Results & Technical SEO ROI
are harder to track

6. Distribute Content via Social Media
Be Social

7. Inbound Marketing is the New SEO
Embrace it all. . .


Building Links Naturally
with the New SEO

Facebook.com/kunocreative
Twitter: @CPollittIU - #KunoSEO

Thank You for Attending!
Contact Kuno Creative for
more information on effective
SEO with Content
Marketing, Social Media &
Inbound Marketing.

Questions?
Slides are available at


Inbound Marketing IS the New SEO - Facts, Figures & Data

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Inbound Marketing IS the New SEO - Facts, Figures & Data