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Finding your Niche in SEO #peepcon

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The SEO / search marketing sector is a highly competitive field. For newbies, it can be intimidating and can sometimes give you this feeling that you will not be able to cope up. However, rather than trying to be a master of everything, one way is to find a segment in the value chain. A niche where you can be good at. Sharing with you my short journey in this space. I hope you will find yours soon and let us keep in touch. :)

This presentation was shared in Peepcon last March 28, 2015 at The Heritage Hotel Manila.

Published in: Marketing

Finding your Niche in SEO #peepcon

  1. 1. FINDING YOUR NICHE IN SEO JANETTE TORAL Digitalfilipino.com
  2. 2. I LOVE SEO COMPETITIVE DYNAMIC FIERCE
  3. 3. BLOGGERS – IMPORTANT TO SEO • Have a voice • Build influence • Expand network • Earn online • Fairness wins • Gain recognition • Mainstream • Change agent • Social media mastery • Relevance
  4. 4. REACHING OUT TO BLOGGERS •  Work with bloggers •  Direct •  Through blog network •  Through blogger contractor •  Blog network / advertising •  Nuffnang •  Google Adwords •  Project Wonderful
  5. 5. Bloggers as content publishers. DigitalFilipino Club members as advertisers Blogger management. Advertiser pitches. Recruitment. Coordinator Presence in social networking Professional bloggers. Honors non- disclosure. No contractor relationship with bloggers. No minimum payout required. Blog Network Operations Business Model Canvas One-on-one. Social network. Events. E-mail. Website. Mobile. Bloggers wanting to monetize their blog. Advertisers wanting exposure in blogs without handling one-on- one relationship. Clients want to repair online reputation. Telecommunication cost. Payout fees. Marketing to advertisers and bloggers. Commission fee per blog post done. Coordinator fee.
  6. 6. Differentiate
  7. 7. Build trust
  8. 8. Blogging income is not sustainable
  9. 9. From Blue Ocean to Red Ocean • More service providers / COMPETITORS • Lateral (PR, Advertising, Technical) • Within industry (bloggers, social media specialists). • Customers (who become bloggers)
  10. 10. WHERE ARE YOU IN THE VALUE CHAIN?
  11. 11. FIND YOUR NICHE IN SEO – YOUR Competitive Advantage Needs seeking benefits at acceptable prices Assets and utilization Assets and utilization Cost differentials CUSTOMERS COMPETITORCOMPETITOR What is your differentiation? Operate at lower cost? Have greater profit?
  12. 12. Membership Competition Recognition Online Lead Generation Network •  Event launch •  Invite content creators. •  Sign agreement •  Brief on campaign. •  Disseminate lead form code. •  Disseminate materials. •  Monitor entries. •  Verify and validate leads. •  Update leaderboard. •  Announce “round” top players. •  Organize recognition event. •  Give recognition rewards. Process concept by Janette Toral.
  13. 13. SEO Lead Generators Blue Ocean • Raise – Focus on “conversion” and lead nurturing. • Create – Lead generation networks / communities. • Reduce – Reliance on “bloggers” to increase value. • Eliminate – One-time income.
  14. 14. TRACK YOUR PERFORMANCE.
  15. 15. NEWBIES, DON’T LOSE HEART. FIND YOUR NICHE. OWN IT. DOMINATE IT.
  16. 16. Twi$er:   @digitalfilipino   0917-­‐4490011   Facebook:  jane$ectoral  
  17. 17. http://digitalfilipino.com/ecom http://digitalfilipino.com/influence

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