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2012 02 ecomTIM: Inbound Marketing- SEO is more than SEO

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From technical SEO to the world of Inbound Marketing, the online marketing tools at our disposal are becoming more varied and robust.

From technical SEO to the world of Inbound Marketing, the online marketing tools at our disposal are becoming more varied and robust.

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  • 1. Inbound Marketing SEO Has Become More Than SEO Gillian Muessig | President ecomTIM 2012
  • 2. Buna ziua SEOs Romanesti!
  • 3. Interruption vs. Inbound Marketing
  • 4. Interruption Marketing
  • 5. Inbound Marketing
  • 6. Interruption Marketing
  • 7. Inbound Marketing
  • 8. Interruption Marketing
  • 9. Inbound Marketing
  • 10. Some marketing
  • 11. Interruption… stops us
  • 12. from doing what We want to do,
  • 13. R … so it can sell us
  • 14. R stuff we don’t need.
  • 15. That’s Interruption Marketing
  • 16. R
  • 17. R Interruption Marketers
  • 18. R Interruption Marketers Me
  • 19. R Interruption Marketers Me Ads
  • 20. R That ’s Not How We roll.
  • 21. How People Buy in 2012
  • 22. R Realize a Need
  • 23. R Investigate Options
  • 24. R Ask Our Friends
  • 25. R Seek Out Experts
  • 26. R Find Communities
  • 27. R Dig Into Every Detail Available
  • 28. R Convert
  • 29. R You don’t buy those visitors. You earn them.
  • 30. R
      • In∙bound Mar∙ket∙ing
      • -noun
      • Any tactic that relies on earning people ’s interest rather than buying it.
  • 31. R We’re here to help.
  • 32. Startups disrupt markets. How about marketing?
  • 33. Inbound Channels
  • 34. Content
  • 35. influences everything
  • 36. Without great content…
  • 37. there ’s no chance for success.
  • 38. Content can mean…
  • 39. “ Content.”
  • 40. Community
  • 41. Product
  • 42. Or Distribution
  • 43. No matter the form, content is the foundation of great Inbound Marketing
  • 44. Search
  • 45. Search is how things get found
  • 46. Search = Discovery
  • 47. Discovery Leads to Sharing
  • 48. Search is Still Big
  • 49. And Growing Currently, there are more than 3 billion searches/day on Google
  • 50. Search often brings the most highly qualified traffic.
  • 51. But guess where searchers click… ~20% of clicks ~80% of clicks
  • 52. Social
  • 53. Social lives at the top of the funnel
  • 54. Social is discovery prior to interest
  • 55. Social demands great content,
  • 56. … and rewards it.
  • 57. Today, Social has a huge influence on Search
  • 58. And Social appears to be fragmenting into multiple large communities (and thousands of small ones) 120mm Users: 50mm 750mm 200mm 10mm Users: 14mm Millions 14mm 6.5mm
  • 59. Email
  • 60. Email is Social ’s “Secret Weapon” http://www.avc.com/a_vc/2011/05/social-medias-secret-weapon-email.html
  • 61. And Email Marketing is Insanely Profitable/Powerful http://www.conversion-rate-experts.com/seomoz-case-study/
  • 62. Conversion
  • 63. The funnel only exists so it can convert.
  • 64. Optimizing Conversion means measuring & testing. http://dmix.ca/2010/05/how-we-increased-our-conversion-rate-by-72/
  • 65. It means listening, too.
  • 66. A lot of Conversion is wrapped in soft metrics
  • 67. Branding
  • 68. Messaging
  • 69. Familiarity
  • 70. Trust
  • 71. CRO is a critical practice,
  • 72. but it requires holistic marketing to succeed.
  • 73. Building an Inbound Strategy
  • 74. R Who is your audience? http://xrrr-slog.blogspot.com/2007/10/corporate-demographics-2007.html
  • 75. R Where are they on the Web? http://searchengineland.com/a-portrait-of-who-uses-social-networks-in-the-u-s-and-how-social-media-affects-our-lives-81653
  • 76. R What content works there? http://blog.echen.me/2011/03/14/hacker-news-analysis/
  • 77. R
  • 78. R How will you get visitors into your funnel? Multiple paths can work, so long as you segment them when tracking CR + CLTV Email Retargeting Social OAuth Phone Number Mailing Address Branding/Awareness Free Trial
  • 79. R How will you measure & improve? http://www.seomoz.org/blog/tracking-the-roi-of-social-media Step #1: Discover Step #2:Test Step #3: Measure Step #4: Repeat Find inbound marketing paths that look promising and make a list. Invest a few days/hours building authentic value in that niche/sector. Use your web analytics to track primary + second-order impact Throw out low ROI projects; repeat high ROI ones.
  • 80. Top 10 Inbound Marketing Tactics & Examples
  • 81. R #1: Create Sharing Incentives http://www.paulgraham.com/good.html to link to!
  • 82. R #1: Create Sharing Incentives Urbanspoon ’s “Spoonback” program allowed them to compete w/ Yelp and build awareness to foodies, direct traffic from relevant sites and great SEO. Founders credited the concept as being the most important part of the company’s success.
  • 83. R #2: Mine the Social Web for Engagement Opportunities Twitter, LinkedIn, Q+A Sites, Google+, Blog Posts and Facebook can all work
  • 84. R #3: Create & Spread Embeddable Content http://www.simplyhired.com/a/jobtrends/home is a great example
  • 85. R #4: Make Your Data Interesting; Share It Probably the best case study around: http://blog.okcupid.com/index.php/your-looks-and-online-dating/
  • 86. R #5: Mine Your Twitter Followers, Emails, etc. Via Wil Reynolds of SEER Interactive: http://www.seerinteractive.com/blog/using-twitter-and-backlinks-to-build-links/2011/07/28/ ; tool is here: http://simplymeasured.com/freebies/twitter-follower-analytics
  • 87. R #6: Use Social to Connect w/Journalists + Bloggers An amazing research tool: http://followerwonk.com
  • 88. R #7: Build Features that Require and/or Reward Sharing http://www.quora.com/How-effective-is-Dropboxs-referral-program-at-bringing-in-*paying*-users-i-e-how-many-subscribers-do-they-have
  • 89. R #8: Give Your Community a Platform Moz has a Q+A forum, a blog and a user-generated content platform, along w/ robust user profiles and a points/gamification system. Content contributed by non-employees is ~35% of our overall traffic
  • 90. R #9: Rel=Author & Video XML Sitemaps http://www.blindfiveyearold.com/how-to-implement-rel-author - good how-to
  • 91. R #9: Rel=Author & Video XML Sitemaps We use http://wistia.com to post videos that automatically send video XML Sitemaps to Google
  • 92. R #10: Create a Monthly Top X Influencers in Your Industry http://www.seattle20.com/startup-index.aspx updates monthly, but doesn ’t use badges (which I highly recommend)
  • 93. R Blogs + Blogging Comment Marketing News/Media/PR SEO Social Networks Word of Mouth Q+A Sites Forums Online Video Podcasting Webinars Research/White Papers Infographics Social Bookmarking INBOUND MARKETING! (AKA all the “free” traffic sources) Direct/Referring Links Type-In Traffic Email Local Portals Every One of These Marketing Tactics Helps Every Other One
  • 94. I brought you a present. Code: ecomTiM12 www.seomoz.org/signup @SEOmom www.seomoz.org/blog [email_address]