SEO is More Than SEO - Miva Merchant Conference 2012

CONFERENCE 2012 March 7 - 10, 2012SEO Has Become More Than SEO Gillian Muessig | President

SEO Has Become More Than SEO Inbound MarketingGillian Muessig | President

Interruption vs.Inbound Marketing

Interruption Marketing

Inbound Marketing

InboundMarketing

Somemarketing

Interruption… stops us

from doing what wewant to do,

…so it can sell us

stuff we don’t need.

That’s Interruption Marketing

Interruptive Marketing

Interruption Marketers

Interruption Marketers Me

AdsInterruption Marketers Me

That’sNotHowWeroll.

How People Buy in 2012

Realize a Need

Investigate Options

Ask Our Friends

Seek Out Experts

Find Communities

Dig Into Every Detail Available

Convert

You don’t buy those visitors.You earn them.

In∙bound Mar∙ket∙ing-nounAny tactic that relies on earning people’s interestrather than buying it.

We’re here to help.

Startups disrupt markets. How about marketing?

Inbound Channels

Content

influenceseverything

Without great content…

there’s nochance forsuccess.

Content can mean…

“Content.”

Community

Product

Or Distribution

No matter the form, contentis the foundation of greatInbound Marketing

Search

Search ishow things get found

Search =Discovery

Discovery Leads to Sharing

Search is Still Big

And Growing Currently, there are morethan 3 billion searches/day on Google

Search often brings the most highly qualified traffic.

But guess where searchers click… ~20% of clicks~80% of clicks

Social

Social lives at the top of the funnel

Social is discoveryprior to interest

Social demands great content,

…and rewards it.

Today, Social has ahugeinfluenceon Search

Users: 50mm 750mm 200mm 120mm 10mmUsers: 14mm Millions 14mm 6.5mm And Social appears to be fragmenting into multiple large communities (and thousands of small ones)

Email is Social’s “Secret Weapon” http://www.avc.com/a_vc/2011/05/social-medias-secret-weapon-email.html

And Email Marketing is Insanely Profitable/Powerful http://www.conversion-rate-experts.com/seomoz-case-study/

Conversion

The funnel only existsso it can convert.

Optimizing Conversionmeans measuring & testing. http://dmix.ca/2010/05/how-we-increased-our-conversion-rate-by-72/

It means listening, too.

A lot ofConversion iswrapped insoft metrics

Branding

Messaging

Familiarity

CRO is a criticalpractice,

but itrequiresholisticmarketingto succeed.

Building anInbound Strategy

Who is your audience?http://xrrr-slog.blogspot.com/2007/10/corporate-demographics-2007.html

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

What content works there?http://blog.echen.me/2011/03/14/hacker-news-analysis/

How will you get visitors into your funnel?Branding/Awareness Free Trial Retargeting Email Social OAuth Mailing Address Phone NumberMultiple paths can work, so long as you segment them when tracking CR + CLTV

How will you measure & improve? Step #1: Discover Find inbound marketing paths that look promising and make a list. Step #2:Test Invest a few days/hours building authentic value in that niche/sector. Step #3: Measure Use your web analytics to track primary + second-order impact Step #4: Repeat Throw out low ROI projects; repeat high ROI ones.http://www.seomoz.org/blog/tracking-the-roi-of-social-media

Top 10 Inbound Marketing Tactics & Examples

#1: Create Sharing Incentives to link to!http://www.paulgraham.com/good.html

#1: Create Sharing IncentivesUrbanspoon’s “Spoonback” program allowed them to compete w/ Yelp and build awareness to foodies, direct traffic from relevant sites andgreat SEO. Founders credited the concept as being the most important part of the company’s success.

#2: Mine the Social Web for Engagement Opportunities Twitter, LinkedIn, Q+A Sites, Google+, Blog Posts and Facebook can all work

#3: Create & Spread Embeddable Contenthttp://www.simplyhired.com/a/jobtrends/home is a great example

#4: Make Your Data Interesting; Share ItProbably the best case study around: http://blog.okcupid.com/index.php/your-looks-and-online-dating/

#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/; toolis here: http://simplymeasured.com/freebies/twitter-follower-analytics

#6: Use Social to Connect w/Journalists + BloggersAn amazing research tool: http://followerwonk.com

#7: Build Features that Require and/or Reward Sharinghttp://www.quora.com/How-effective-is-Dropboxs-referral-program-at-bringing-in-*paying*-users-i-e-how-many-subscribers-do-they-have

#8: Give Your Community a PlatformMoz has a Q+A forum, a blog and a user-generated content platform, along w/ robust user profiles and apoints/gamification system. Content contributed by non-employees is ~35% of our overall traffic

#9: Rel=Author & Video XML Sitemapshttp://www.blindfiveyearold.com/how-to-implement-rel-author - good how-to

#9: Rel=Author & Video XML SitemapsWe use http://wistia.com to post videos that automatically send video XML Sitemaps to Google

#10: Create a Monthly Top X Influencers in Your Industryhttp://www.seattle20.com/startup-index.aspx updates monthly, but doesn’t use badges (which I highly recommend)

Every One of These Marketing Tactics News/Media/PR SEO Email Blogs + Blogging Research/White Papers InfographicsComment Marketing Social Networks Online Video INBOUND MARKETING! Local Portals Forums (AKA all the “free” traffic sources) WebinarsSocial Bookmarking Word of Mouth Direct/Referring Links Podcasting Type-In Traffic Q+A Sites Helps Every Other One

@SEOmomwww.seomoz.org/bloggillian@seomoz.org

http://kaiserthesage.com	1336
http://www.seosolutions.ro	730
http://www.conseilsmarketing.com	263
http://www.stonepower.fr	30
http://cristianosiqueira.com.br	12
http://www.twylah.com	10
http://feeds.feedburner.com	7
http://www.paperblog.fr	6
http://translate.googleusercontent.com	3
http://copyscape.com	3
http://us-w1.rockmelt.com	3
https://www.seosolutions.ro	1
http://www.blogscope.net	1
http://www.onlydoo.com	1

SEO is More Than SEO - Miva Merchant Conference 2012

by Gillian Muessig

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SEO is More Than SEO - Miva Merchant Conference 2012 Presentation Transcript