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SEO is More Than SEO - Miva Merchant Conference 2012


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A look at the broad suite of tools available to search marketers and how SEO fits into the total buying cycle in e-commerce.

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SEO is More Than SEO - Miva Merchant Conference 2012

  1. CONFERENCE 2012 March 7 - 10, 2012SEO Has Become More Than SEO Gillian Muessig | President
  2. SEO Has Become More Than SEO Inbound MarketingGillian Muessig | President
  3. Interruption vs.Inbound Marketing
  4. Interruption Marketing
  5. Inbound Marketing
  6. Interruption Marketing
  7. InboundMarketing
  8. Interruption Marketing
  9. InboundMarketing
  10. Somemarketing
  11. Interruption… stops us
  12. from doing what wewant to do,
  13. …so it can sell us
  14. stuff we don’t need.
  15. That’s Interruption Marketing
  16. Interruptive Marketing
  17. Interruption Marketers
  18. Interruption Marketers Me
  19. AdsInterruption Marketers Me
  20. That’sNotHowWeroll.
  21. How People Buy in 2012
  22. Realize a Need
  23. Investigate Options
  24. Ask Our Friends
  25. Seek Out Experts
  26. Find Communities
  27. Dig Into Every Detail Available
  28. Convert
  29. You don’t buy those visitors.You earn them.
  30. In∙bound Mar∙ket∙ing-nounAny tactic that relies on earning people’s interestrather than buying it.
  31. We’re here to help.
  32. Startups disrupt markets. How about marketing?
  33. Inbound Channels
  34. Content
  35. influenceseverything
  36. Without great content…
  37. there’s nochance forsuccess.
  38. Content can mean…
  39. “Content.”
  40. Community
  41. Product
  42. Or Distribution
  43. No matter the form, contentis the foundation of greatInbound Marketing
  44. Search
  45. Search ishow things get found
  46. Search =Discovery
  47. Discovery Leads to Sharing
  48. Search is Still Big
  49. And Growing Currently, there are morethan 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 discoveryprior to interest
  55. Social demands great content,
  56. …and rewards it.
  57. Today, Social has ahugeinfluenceon Search
  58. 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)
  59. Email
  60. Email is Social’s “Secret Weapon”
  61. And Email Marketing is Insanely Profitable/Powerful
  62. Conversion
  63. The funnel only existsso it can convert.
  64. Optimizing Conversionmeans measuring & testing.
  65. It means listening, too.
  66. A lot ofConversion iswrapped insoft metrics
  67. Branding
  68. Messaging
  69. Familiarity
  70. Trust
  71. CRO is a criticalpractice,
  72. but itrequiresholisticmarketingto succeed.
  73. Building anInbound Strategy
  74. Who is your audience?
  75. Where are they on the Web?
  76. What content works there?
  77. 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
  78. 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.
  79. Top 10 Inbound Marketing Tactics & Examples
  80. #1: Create Sharing Incentives to link to!
  81. #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.
  82. #2: Mine the Social Web for Engagement Opportunities Twitter, LinkedIn, Q+A Sites, Google+, Blog Posts and Facebook can all work
  83. #3: Create & Spread Embeddable Content is a great example
  84. #4: Make Your Data Interesting; Share ItProbably the best case study around:
  85. #5: Mine Your Twitter Followers, Emails, etc.Via Wil Reynolds of SEER Interactive:; toolis here:
  86. #6: Use Social to Connect w/Journalists + BloggersAn amazing research tool:
  87. #7: Build Features that Require and/or Reward Sharing*paying*-users-i-e-how-many-subscribers-do-they-have
  88. #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
  89. #9: Rel=Author & Video XML Sitemaps - good how-to
  90. #9: Rel=Author & Video XML SitemapsWe use to post videos that automatically send video XML Sitemaps to Google
  91. #10: Create a Monthly Top X Influencers in Your Industry updates monthly, but doesn’t use badges (which I highly recommend)
  92. 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