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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.

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The ROI of Organic Search

  1. 1., Inc. and The ROI of Organic Search Software and Information Industry Association June 16th, 2010
  2. 2. and ideaLaunch offer content marketing services, custom publishing solutions and SEO services to a wide range of clients.
  3. 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. 4. launched in 2000 and consistently attracts more than 900k unique monthly visitors without any PPC spend or marketing support.
  5. 5. Google, Chitika and Kontera ads generate revenue for the web property
  6. 6. LifeTips is also an on-demand book publisher with 26 titles in print.
  7. 7. LifeTips also hosts a weekly radio show produced and promoted by WebmasterRadio.FM, with 3 years of podcasts available on iTunes.
  8. 8. Our ideaLaunch brand is now a leading content marketing agency offering an outsourced solution for editorial and optimization services for clients.
  9. 9. Our WordVision technology removes the guesswork of SEO and measure the impact and performance of content published a domain name.
  10. 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. 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. 12. How to track and measure Content ROI Content Plan Quality Content ROI Measurement
  13. 13. The content marketing plan becomes the nerve center for ROI measurement. <ul><ul><li>Table of Contents </li></ul></ul><ul><ul><li>Scope of Project </li></ul></ul><ul><ul><li>Competitive Research </li></ul></ul><ul><ul><li>Customer Research </li></ul></ul><ul><ul><li>Keyword Research </li></ul></ul><ul><ul><li>SEO Plan </li></ul></ul><ul><ul><li>Content Plan </li></ul></ul><ul><ul><li>Performance Plan </li></ul></ul>
  14. 14. We start by researching the competition with the free research tools. <ul><ul><li>Free Research Tools </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>
  15. 15. Competitive intelligence reports helps pinpoint weakness and opportunity. Content Asset 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. 16. Find the opportunity to capture organic mind share and market share.
  17. 17. <ul><ul><li>SEO Plan </li></ul></ul><ul><ul><li>Keyword Universe </li></ul></ul><ul><ul><li>Golden Keywords </li></ul></ul><ul><ul><li>Keyword Silos </li></ul></ul><ul><ul><li>Internal Links </li></ul></ul><ul><ul><li>PPC Price </li></ul></ul><ul><ul><li>Search Volume </li></ul></ul><ul><ul><li>Search Market Share </li></ul></ul>Create an SEO Plan that balances reader interest with search engine appeal.
  18. 18. Select “golden” keywords for optimization, SEO and ROI goals. <ul><ul><li>Golden Keywords </li></ul></ul><ul><ul><li>150 Keywords </li></ul></ul><ul><ul><li>Priority </li></ul></ul><ul><ul><li>Weighted </li></ul></ul><ul><ul><li>1/3 Top 50-100 </li></ul></ul><ul><ul><li>1/3 Top 1-50 </li></ul></ul><ul><ul><li>1/3 Top >100 </li></ul></ul><ul><ul><li>Keyword Silos </li></ul></ul><ul><ul><li>Primary Keywords </li></ul></ul><ul><ul><li>Secondary Keywords </li></ul></ul>
  19. 19. Create category maps featuring primary and secondary SEO keywords. <ul><ul><li>Category Map </li></ul></ul><ul><ul><li>Hot Topic </li></ul></ul><ul><ul><li>Primary Keywords </li></ul></ul><ul><ul><li>Secondary Keywords </li></ul></ul>
  20. 20. Create a Content Plan with the right mix of content assets. <ul><ul><li>Content Assets </li></ul></ul><ul><ul><li>Articles </li></ul></ul><ul><ul><li>Courseware </li></ul></ul><ul><ul><li>eBooks </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Printed Books </li></ul></ul><ul><ul><li>Tip Centers </li></ul></ul><ul><ul><li>Webinars </li></ul></ul><ul><ul><li>Whitepapers </li></ul></ul><ul><ul><li>Widgets </li></ul></ul><ul><ul><li>WorkBooks </li></ul></ul>
  21. 21. Listen-in to the conversations in the social media sphere to find the hot topics. <ul><ul><li>Social Research Tools </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>
  22. 22. Make scoring content for SEO strength easy for all your writers.
  23. 23. Time stamp publishing dates of content for impact and ROI tracking.
  24. 24. Measuring Content and Organic ROI
  25. 25. Measure ROI in a variety of ways.
  26. 26. Track improved monthly listing positions for content optimization ROI.
  27. 27. Track increased traffic for search performance ROI.
  28. 28. Track repeat visitation for content engagement ROI.
  29. 29. Track increased time-on-site for content stickiness ROI.
  30. 30. Track improved conversion rates for content testing ROI.
  31. 31. Track increased leads from content interaction ROI.
  32. 32. Track increased sales from those leads for actual ROI.
  33. 33. “ The only marketing left is content marketing.” <ul><ul><li>Byron White, ideaLaunch </li></ul></ul><ul><ul><li>Chief Idea Officer </li></ul></ul><ul><ul><li>Twitter: @ByronWhite </li></ul></ul><ul><ul><li>Byron[at] </li></ul></ul><ul><ul><li>Phone: 617-227-8800 x 201 </li></ul></ul><ul><ul><li> </li></ul></ul>Seth Godin