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CONFERENCE 2012
                      March 7 - 10, 2012




SEO Has Become More Than SEO
               Gillian Muessig | President
SEO Has Become More Than SEO
 Inbound Marketing
Gillian Muessig | President
Interruption vs.
Inbound Marketing
Interruption Marketing
Inbound Marketing
Interruption Marketing
Inbound
Marketing
Interruption
 Marketing
Inbound
Marketing
Some
marketing
Interruption…
 stops us
from doing what we
want to do,
…so it can sell us
stuff we don’t need.
That’s Interruption Marketing
Interruptive Marketing
Interruption Marketers
Interruption Marketers   Me
Ads




Interruption Marketers   Me
That’s
Not
How
We
roll.
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
-noun


Any tactic that relies on earning people’s interest
rather than buying it.
We’re here to help.
Startups disrupt markets. How about marketing?
Inbound Channels
Content
influences
everything
Without great content…
there’s no
chance for
success.
Content can mean…
“Content.”
Community
Product
Or Distribution
No matter the form, content
is the foundation of great
Inbound Marketing
Search
Search is
how things get found
Search =
Discovery
Discovery Leads to Sharing
Search is Still Big
And Growing


 Currently, there are more
than 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 discovery
prior to interest
Social demands great content,
…and rewards it.
Today, So
cial has a
huge
influence
on Search
Users:   50mm    750mm         200mm        120mm      10mm




Users:   14mm       Millions          14mm          6.5mm


 And Social appears to be fragmenting
   into multiple large communities
                (and thousands of small ones)
Email
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 exists
so it can convert.
Optimizing Conversion
means measuring & testing.




   http://dmix.ca/2010/05/how-we-increased-our-conversion-rate-by-72/
It means listening, too.
A lot of
Conversion is
wrapped in
soft metrics
Branding
Messaging
Familiarity
Trust
CRO is a critical
practice,
but it
requires
holistic
marketing
to succeed.
Building an
Inbound 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/
SEO is More Than SEO - Miva Merchant Conference 2012
How will you get visitors into your funnel?

Branding/Awareness                        Free Trial                  Retargeting

                     Email                                            Social OAuth

      Mailing Address                                                 Phone Number




Multiple 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 Incentives




Urbanspoon’s “Spoonback” program allowed them to compete w/ Yelp and build awareness to foodies, direct traffic from relevant sites and
great 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 Content




http://www.simplyhired.com/a/jobtrends/home is a great example
#4: Make Your Data Interesting; Share It




Probably 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/; tool
is here: http://simplymeasured.com/freebies/twitter-follower-analytics
#6: Use Social to Connect w/Journalists + Bloggers




An amazing research tool: http://followerwonk.com
#7: Build Features that Require and/or Reward Sharing




http://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 Platform




Moz has a Q+A forum, a blog and a user-generated content platform, along w/ robust user profiles and a
points/gamification system. Content contributed by non-employees is ~35% of our overall traffic
#9: Rel=Author & Video XML Sitemaps




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




We use http://wistia.com to post videos that automatically send video XML Sitemaps to Google
#10: Create a Monthly Top X Influencers in Your Industry




http://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


                                                                               Infographics
Comment Marketing

                                                                                  Social Networks
 Online Video
                     INBOUND MARKETING!                                            Local Portals

     Forums           (AKA all the “free” traffic sources)
                                                                                     Webinars

Social Bookmarking                                                         Word of Mouth

         Direct/Referring Links                                   Podcasting

                                  Type-In Traffic     Q+A Sites


                     Helps Every Other One
@SEOmom
www.seomoz.org/blog
gillian@seomoz.org

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