Why Blogging is Your #1 Search Marketing Tool


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  • And this becomes the most important and measurable objective to Corporate Blogging. Search Engine Optimization is a Content Strategy above all else. The key elements of SEO are keywords, page titles matching keywords, recent and frequent content updates, inbound links and most importantly relevance. What Compendium uniquely offers is an easy to use system to empower all of your employees or constituents to participate in content generation and then through our algorithms, organizes that content around specific topics or keywords.
  • Why Blogging is Your #1 Search Marketing Tool

    1. 1. Please submit all questions using the questions tab on your GoToWebinar interface.
    2. 2. Why Blogging is Your #1 Search Marketing Tool Chris Baggott Co-Founder and CEO Compendium Blogware
    3. 3. Source: Pew Internet & American Life Project *Not online As Much As 80% of all web interactions begin with search 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Email Search Audio/Video Instant Message Text Message* Social Networking
    4. 4. Website SEO PPC Campaigns 0 1,000’s Keyword Phrases Targeted Search Strategies
    5. 6. Do you want Blogs to drive search traffic?
    6. 7. The Myth of Blog Readership
    7. 8. Who’s Successful? 77% of Business Not Thrilled!
    8. 9. “ Most Web surfers don’t even realize they are reading blogs. The distinction between blogs and mainstream media is blurring rapidly.” — David L. Sifry, founder and chairman, Technorati, April 2007 “ -it is not always clear or relevant to the end user whether a particular destination is a blog….” eMarketer 2008 The Blog Realities
    9. 10. Blogging For Search Don’t Fight It: “ Organic Search Traffic is the most critical metric I track.” Kelly Feller Social Media Manager - Intel
    10. 11. <ul><li>“ Relevance means keeping to a topic, helping the search engine understand what your site is about and, ideally, about one thing in particular .” </li></ul><ul><ul><ul><ul><ul><li>Vanessa Fox: Search Engine Land </li></ul></ul></ul></ul></ul>
    11. 12. <ul><ul><li>Titles </li></ul></ul><ul><ul><li>Keywords </li></ul></ul><ul><ul><li>Recent/Frequency </li></ul></ul><ul><ul><li>Links </li></ul></ul><ul><ul><li>Blog Volume </li></ul></ul><ul><ul><li>Relevance </li></ul></ul>Why Blogging works for SEO
    12. 13. “ By far the most important piece of writing you’ll do on any given page is your page title. Search engines consider your page title to be very indicative of what can be found on the page. SEO Expert: Steven Bradley
    13. 18. “ Burn the thesaurus. Think about the words that people use to find you.” “ Then, as a revolutionary new internet marketing strategy, actually write those words in your copy. You'll get more traffic. You'll get more sales/leads/whatever. “ Ian Lurie: Conversation Marketing
    14. 19. Keywords &quot;Think about what people are going to type...and talk about that&quot; Matt Cutts: Google 3,000,000 Searches/ 200 Terms
    15. 20. Beware of Stuffing
    16. 21. Recency/Frequency Measure the Competition
    17. 22. Recency/Frequency Ian Lurie’s rule of thumb: Web Marketing All-in-One Desk Reference For Dummies <10,000 competing pages: Write once a week. 10,001-100,000 competing pages: Write twice a week. 100,001-200,000 competing pages: Write three times a week. 200,001-2,000,000 competing pages: Write every day. You can’t have Too Much content! You can’t be Too Frequent
    18. 23. Volume/Traffic Correlation
    19. 24. Links <ul><li>I believe credibility in the content creation tactic is the key driving force for securing links. </li></ul><ul><ul><ul><li> Link Expert: Debra Mastaler. </li></ul></ul></ul>
    20. 25. Blog Volume
    21. 26. Blog Volume BJ  Details: 200 Active Clients Analyzed, February 20, 2009. On average, a client with 400 keyword blogs will see 894% more traffic than a client with 25 keyword blogs.
    22. 27. Certain Software Blogging Program Case Studies
    23. 28. Traffic
    24. 29. Visitor Trending Lifetime of Blog Program
    25. 30. PPC vs. Blog Lifetime of Blog Program
    26. 31. <ul><li>Return on Investment for 2008: </li></ul><ul><li>240% </li></ul>
    27. 32. UK Based: Bowland Solutions <ul><li>Bowland Solutions’ Program </li></ul><ul><li>22 Keywords </li></ul><ul><li>3 Bloggers </li></ul>Visitor Trending Traffic
    28. 33. Palisade Corporation Visitor Trending Traffic <ul><li>Palisade Blog Program: </li></ul><ul><ul><li>26 Keyword Blogs </li></ul></ul><ul><ul><li>4 Bloggers </li></ul></ul>
    29. 34. Footwear Etc Visitor Trending Traffic <ul><li>Footwear Etc Program </li></ul><ul><ul><li>20 Keywords </li></ul></ul><ul><ul><li>5 Bloggers </li></ul></ul>
    30. 35. CVENT <ul><li>CVENT Program </li></ul><ul><li>196 Keywords </li></ul>Visitor Trending Traffic
    31. 36. ROI Exact Target Roto-Rooter Local
    32. 37. Judging Relevance Is the searcher happy?
    33. 38. Hilary Lee: Fairytale Brownies
    34. 39. <ul><li>7272 Total blog visits </li></ul><ul><li>939 Conversions 13% </li></ul><ul><li>Avg. of 6.41 pages viewed </li></ul><ul><li>Avg. time on site was 6 minutes </li></ul><ul><li>30.3% Bounce Rate </li></ul>
    35. 40. <ul><li>110 Orders </li></ul><ul><li>183 sold items </li></ul><ul><li>$5600 in sales </li></ul><ul><li>AOV of $54.00 </li></ul><ul><li>130 Total catalog requests </li></ul>
    36. 41. Why Blogging is Your #1 Search Marketing Tool <ul><ul><li>Titles </li></ul></ul><ul><ul><li>Keywords </li></ul></ul><ul><ul><li>Recent/Frequent </li></ul></ul><ul><ul><li>Links </li></ul></ul><ul><ul><li>Blog Volume </li></ul></ul><ul><ul><li>Relevance </li></ul></ul>
    37. 42. Thoughts & Questions? Chris: [email_address] Website: www.compendiumblogware.com