SlideShare a Scribd company logo
Inbound Marketing is All Connected Download: http://bit.ly/inboundconnected Rand Fishkin, CEO, SEOmoz
Why Did We Become Marketers?
So We Could Push People?
Prod Them
Force Them
to Buy Something They Don’t Want?
No.
That’s Interruption Marketing.
Interruption…
Interruption… Stops Us
From Doing What We Want
So It Can Sell Us Interruption…
Interruption… What We Don’t Need
Interruption Marketers
Interruption Marketers Me
Ads Interruption Marketers Me
Interruption… That’s Not How We Roll.
How People Buy in 2011
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∙boundMar∙ket∙ing -noun Any tactic that relies on earning people’s interest rather than buying it.
We’re Here to Help
Original Audience: 250 Total Reach: 11,000+ Buh.. Zam.
Content
Influences  Everything
Without Great Content…
There’s No Chance of 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 = Sharing
Search Brings Highly Qualified Traffic
Search Dominates
Currently,  there are more than 3 billion searches/day on Google And Search Just Keeps Growing
Social
Social Lives at the Top of the Funnel
Social is Discovery Prior to Interest
Social Demands Great Content,
And Rewards It.
Social Can Spread a Message Like Nothing Else
Today, Social is 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)
Conversion
The Funnel Only Exists So It Can Convert.
Optimizing Conversion Means Measuring & Testing
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.
Now We Can Win.
10 Actionable Tactics w/ Examples
#1: Data as Content Marketing Tons of great examples via Kelly Ford’s blog post: http://kellynford.com/2011/09/27/marketing-your-startup-with-a-steady-drumbeat-of-data/
#1: Data as Content Marketing While Kelly shows lots of good ways to use your growth/financial/metrics data, I also love using user/habit/trend data like http://blog.last.fm/2010/12/16/the-data-behind-best-of-2010
#2: Video Content + SERP Visuals For a brief time, SEOmoz held the top 3 spots for “learn seo,” and the video result in position #3 actually earned more traffic/clicks than the top 2 combined.
#2: Video Content + SERP Visuals Getting a video snippet simply requires embedding a video on the page (though standard YOUTube embeds don’t work) and submitting a video XML sitemap file. We use http://wistia.com which is awesome for this.
#3: Thought Leadership + Rel=Author Who needs to rank #1 when you can earn better traffic than the top ranking sites w/ a photo?! 
#4: Social Networks for Personalized Rankings Last year, Google used Facebook, Friendfeed, Twitter, Quora and several other social networks to show connected content. Today, it’s nearly impossible to find something socially annotated that’s not through Google+
#4: Social Networks for Personalized Rankings More on this: http://www.seomoz.org/blog/social-annotations-in-search-now-your-social-network-rankingsYou can see your socially connected data via http://www.google.com/s2/search/social?hl=en#socialcontent
#4: Social Networks for Personalized Rankings Create Share-Worthy Content Win the Internet Share Socially More Searchers Biased to Seeing Your Stuff Earn Rankings Boost Network Amplification Grows Reach Get Natural Links through Visibility Earn More Social Followers Growing your social network and sharing socially creates a virtuous cycle of marketing/influence.
#5: Link Building w/ Your Social Followers Tactic via Wil Reynolds of SEER Interactive: http://www.seerinteractive.com/blog/using-twitter-and-backlinks-to-build-links/2011/07/28/
#5: Link Building w/ Your Social Followers You can use Klout or Followerwonk scores (or just follower counts) to order the results
#5: Link Building w/ Your Social Followers Use vLookup in Excel with the Linkscape API to see if they’re linking to you yet How to: http://www.distilled.net/blog/seo/getting-started-with-the-free-linkscape-api/
#5: Link Building w/ Your Social Followers Engage w/ or reach out to sites you want links from This tactic can also be applied to blog commenters, email list subscribers and any social network where you can export a list of your friends/followers
#6: Long Tail SEO via Gamification http://quora.com has been highly effective with this, as have http://stackexchange.com, http://dribbble.com, and even Moz’s own http://www.seomoz.org/q
#7: PR through Social Outreach Starting a relationship over social media is easy and it leads to great press coverage surprisingly fast. Recent example from Moz: http://www.geekwire.com/2011/postit-wars-part-space-invaders-attack-pine-street
#8: Viral-Worthy Content via Q+A Research Places like http://answers.yahoo.com, http://quora.com, http://answers.com, virtually any web forum (http://boardreader.com is a good way to find them) and even Google Suggest are good for this.
#9: Influence Search Suggest through Branding You can see the original experiment here: https://plus.google.com/111294201325870406922/posts/BJJyt6rZ5Ku
#10: Leverage Thought Leaders to Build Content Via http://blog.folyo.me/post/10723370923/how-much-does-a-website-cost The concept is simple; identify leading influencers in your space, recruit them to contrbute something small, perhaps just a few survey answers, then aggregate and share the data. They’ll help it spread.

More Related Content

More from Rand Fishkin

The Next Era of Web Marketing: 2019 & Beyond
The Next Era of Web Marketing: 2019 & BeyondThe Next Era of Web Marketing: 2019 & Beyond
The Next Era of Web Marketing: 2019 & Beyond
Rand Fishkin
 
How to Kick Butt with Your Email Outreach
How to Kick Butt with Your Email OutreachHow to Kick Butt with Your Email Outreach
How to Kick Butt with Your Email Outreach
Rand Fishkin
 
The Big 7 Startup Marketing Mistakes
The Big 7 Startup Marketing MistakesThe Big 7 Startup Marketing Mistakes
The Big 7 Startup Marketing Mistakes
Rand Fishkin
 
Why Your Saas Marketing Sucks (and how to fix it)
Why Your Saas Marketing Sucks (and how to fix it)Why Your Saas Marketing Sucks (and how to fix it)
Why Your Saas Marketing Sucks (and how to fix it)
Rand Fishkin
 
SEO on the SERPs - Brighton SEO Closing Talk
SEO on the SERPs - Brighton SEO Closing TalkSEO on the SERPs - Brighton SEO Closing Talk
SEO on the SERPs - Brighton SEO Closing Talk
Rand Fishkin
 
7 Lessons That Would Have Made Me a Better Entrepreneur
7 Lessons That Would Have Made Me a Better Entrepreneur7 Lessons That Would Have Made Me a Better Entrepreneur
7 Lessons That Would Have Made Me a Better Entrepreneur
Rand Fishkin
 
The Search & SEO World in 2018
The Search & SEO World in 2018The Search & SEO World in 2018
The Search & SEO World in 2018
Rand Fishkin
 
SEO in 2017/18
SEO in 2017/18SEO in 2017/18
SEO in 2017/18
Rand Fishkin
 
Why Startups Suck at Marketing
Why Startups Suck at MarketingWhy Startups Suck at Marketing
Why Startups Suck at Marketing
Rand Fishkin
 
The Invisible Giant that Mucks Up Our Marketing
The Invisible Giant that Mucks Up Our MarketingThe Invisible Giant that Mucks Up Our Marketing
The Invisible Giant that Mucks Up Our Marketing
Rand Fishkin
 
B2B SEO in 2017
B2B SEO in 2017B2B SEO in 2017
B2B SEO in 2017
Rand Fishkin
 
How to Survive Google's Trojan Horsing of the Web
How to Survive Google's Trojan Horsing of the WebHow to Survive Google's Trojan Horsing of the Web
How to Survive Google's Trojan Horsing of the Web
Rand Fishkin
 
What Startup Execs Need to Know About SEO in 2017
What Startup Execs Need to Know About SEO in 2017What Startup Execs Need to Know About SEO in 2017
What Startup Execs Need to Know About SEO in 2017
Rand Fishkin
 
Inside Google's Numbers in 2017
Inside Google's Numbers in 2017Inside Google's Numbers in 2017
Inside Google's Numbers in 2017
Rand Fishkin
 
Why We Can't Do SEO WIthout CRO
Why We Can't Do SEO WIthout CROWhy We Can't Do SEO WIthout CRO
Why We Can't Do SEO WIthout CRO
Rand Fishkin
 
The Digital Marketer's Framework
The Digital Marketer's FrameworkThe Digital Marketer's Framework
The Digital Marketer's Framework
Rand Fishkin
 
SEO & UX: So Happy Together
SEO & UX: So Happy TogetherSEO & UX: So Happy Together
SEO & UX: So Happy Together
Rand Fishkin
 
The Search Landscape in 2017
The Search Landscape in 2017The Search Landscape in 2017
The Search Landscape in 2017
Rand Fishkin
 
The Paradox of Great Content
The Paradox of Great ContentThe Paradox of Great Content
The Paradox of Great Content
Rand Fishkin
 
Strategies to Drive Web Traffic in the Real Estate World
Strategies to Drive Web Traffic in the Real Estate WorldStrategies to Drive Web Traffic in the Real Estate World
Strategies to Drive Web Traffic in the Real Estate World
Rand Fishkin
 

More from Rand Fishkin (20)

The Next Era of Web Marketing: 2019 & Beyond
The Next Era of Web Marketing: 2019 & BeyondThe Next Era of Web Marketing: 2019 & Beyond
The Next Era of Web Marketing: 2019 & Beyond
 
How to Kick Butt with Your Email Outreach
How to Kick Butt with Your Email OutreachHow to Kick Butt with Your Email Outreach
How to Kick Butt with Your Email Outreach
 
The Big 7 Startup Marketing Mistakes
The Big 7 Startup Marketing MistakesThe Big 7 Startup Marketing Mistakes
The Big 7 Startup Marketing Mistakes
 
Why Your Saas Marketing Sucks (and how to fix it)
Why Your Saas Marketing Sucks (and how to fix it)Why Your Saas Marketing Sucks (and how to fix it)
Why Your Saas Marketing Sucks (and how to fix it)
 
SEO on the SERPs - Brighton SEO Closing Talk
SEO on the SERPs - Brighton SEO Closing TalkSEO on the SERPs - Brighton SEO Closing Talk
SEO on the SERPs - Brighton SEO Closing Talk
 
7 Lessons That Would Have Made Me a Better Entrepreneur
7 Lessons That Would Have Made Me a Better Entrepreneur7 Lessons That Would Have Made Me a Better Entrepreneur
7 Lessons That Would Have Made Me a Better Entrepreneur
 
The Search & SEO World in 2018
The Search & SEO World in 2018The Search & SEO World in 2018
The Search & SEO World in 2018
 
SEO in 2017/18
SEO in 2017/18SEO in 2017/18
SEO in 2017/18
 
Why Startups Suck at Marketing
Why Startups Suck at MarketingWhy Startups Suck at Marketing
Why Startups Suck at Marketing
 
The Invisible Giant that Mucks Up Our Marketing
The Invisible Giant that Mucks Up Our MarketingThe Invisible Giant that Mucks Up Our Marketing
The Invisible Giant that Mucks Up Our Marketing
 
B2B SEO in 2017
B2B SEO in 2017B2B SEO in 2017
B2B SEO in 2017
 
How to Survive Google's Trojan Horsing of the Web
How to Survive Google's Trojan Horsing of the WebHow to Survive Google's Trojan Horsing of the Web
How to Survive Google's Trojan Horsing of the Web
 
What Startup Execs Need to Know About SEO in 2017
What Startup Execs Need to Know About SEO in 2017What Startup Execs Need to Know About SEO in 2017
What Startup Execs Need to Know About SEO in 2017
 
Inside Google's Numbers in 2017
Inside Google's Numbers in 2017Inside Google's Numbers in 2017
Inside Google's Numbers in 2017
 
Why We Can't Do SEO WIthout CRO
Why We Can't Do SEO WIthout CROWhy We Can't Do SEO WIthout CRO
Why We Can't Do SEO WIthout CRO
 
The Digital Marketer's Framework
The Digital Marketer's FrameworkThe Digital Marketer's Framework
The Digital Marketer's Framework
 
SEO & UX: So Happy Together
SEO & UX: So Happy TogetherSEO & UX: So Happy Together
SEO & UX: So Happy Together
 
The Search Landscape in 2017
The Search Landscape in 2017The Search Landscape in 2017
The Search Landscape in 2017
 
The Paradox of Great Content
The Paradox of Great ContentThe Paradox of Great Content
The Paradox of Great Content
 
Strategies to Drive Web Traffic in the Real Estate World
Strategies to Drive Web Traffic in the Real Estate WorldStrategies to Drive Web Traffic in the Real Estate World
Strategies to Drive Web Traffic in the Real Estate World
 

Recently uploaded

Northern Engraving | Nameplate Manufacturing Process - 2024
Northern Engraving | Nameplate Manufacturing Process - 2024Northern Engraving | Nameplate Manufacturing Process - 2024
Northern Engraving | Nameplate Manufacturing Process - 2024
Northern Engraving
 
Choosing The Best AWS Service For Your Website + API.pptx
Choosing The Best AWS Service For Your Website + API.pptxChoosing The Best AWS Service For Your Website + API.pptx
Choosing The Best AWS Service For Your Website + API.pptx
Brandon Minnick, MBA
 
Crafting Excellence: A Comprehensive Guide to iOS Mobile App Development Serv...
Crafting Excellence: A Comprehensive Guide to iOS Mobile App Development Serv...Crafting Excellence: A Comprehensive Guide to iOS Mobile App Development Serv...
Crafting Excellence: A Comprehensive Guide to iOS Mobile App Development Serv...
Pitangent Analytics & Technology Solutions Pvt. Ltd
 
What is an RPA CoE? Session 1 – CoE Vision
What is an RPA CoE?  Session 1 – CoE VisionWhat is an RPA CoE?  Session 1 – CoE Vision
What is an RPA CoE? Session 1 – CoE Vision
DianaGray10
 
Connector Corner: Seamlessly power UiPath Apps, GenAI with prebuilt connectors
Connector Corner: Seamlessly power UiPath Apps, GenAI with prebuilt connectorsConnector Corner: Seamlessly power UiPath Apps, GenAI with prebuilt connectors
Connector Corner: Seamlessly power UiPath Apps, GenAI with prebuilt connectors
DianaGray10
 
LF Energy Webinar: Carbon Data Specifications: Mechanisms to Improve Data Acc...
LF Energy Webinar: Carbon Data Specifications: Mechanisms to Improve Data Acc...LF Energy Webinar: Carbon Data Specifications: Mechanisms to Improve Data Acc...
LF Energy Webinar: Carbon Data Specifications: Mechanisms to Improve Data Acc...
DanBrown980551
 
9 CEO's who hit $100m ARR Share Their Top Growth Tactics Nathan Latka, Founde...
9 CEO's who hit $100m ARR Share Their Top Growth Tactics Nathan Latka, Founde...9 CEO's who hit $100m ARR Share Their Top Growth Tactics Nathan Latka, Founde...
9 CEO's who hit $100m ARR Share Their Top Growth Tactics Nathan Latka, Founde...
saastr
 
Introduction of Cybersecurity with OSS at Code Europe 2024
Introduction of Cybersecurity with OSS  at Code Europe 2024Introduction of Cybersecurity with OSS  at Code Europe 2024
Introduction of Cybersecurity with OSS at Code Europe 2024
Hiroshi SHIBATA
 
Taking AI to the Next Level in Manufacturing.pdf
Taking AI to the Next Level in Manufacturing.pdfTaking AI to the Next Level in Manufacturing.pdf
Taking AI to the Next Level in Manufacturing.pdf
ssuserfac0301
 
Essentials of Automations: Exploring Attributes & Automation Parameters
Essentials of Automations: Exploring Attributes & Automation ParametersEssentials of Automations: Exploring Attributes & Automation Parameters
Essentials of Automations: Exploring Attributes & Automation Parameters
Safe Software
 
Columbus Data & Analytics Wednesdays - June 2024
Columbus Data & Analytics Wednesdays - June 2024Columbus Data & Analytics Wednesdays - June 2024
Columbus Data & Analytics Wednesdays - June 2024
Jason Packer
 
Skybuffer SAM4U tool for SAP license adoption
Skybuffer SAM4U tool for SAP license adoptionSkybuffer SAM4U tool for SAP license adoption
Skybuffer SAM4U tool for SAP license adoption
Tatiana Kojar
 
JavaLand 2024: Application Development Green Masterplan
JavaLand 2024: Application Development Green MasterplanJavaLand 2024: Application Development Green Masterplan
JavaLand 2024: Application Development Green Masterplan
Miro Wengner
 
Christine's Product Research Presentation.pptx
Christine's Product Research Presentation.pptxChristine's Product Research Presentation.pptx
Christine's Product Research Presentation.pptx
christinelarrosa
 
[OReilly Superstream] Occupy the Space: A grassroots guide to engineering (an...
[OReilly Superstream] Occupy the Space: A grassroots guide to engineering (an...[OReilly Superstream] Occupy the Space: A grassroots guide to engineering (an...
[OReilly Superstream] Occupy the Space: A grassroots guide to engineering (an...
Jason Yip
 
AppSec PNW: Android and iOS Application Security with MobSF
AppSec PNW: Android and iOS Application Security with MobSFAppSec PNW: Android and iOS Application Security with MobSF
AppSec PNW: Android and iOS Application Security with MobSF
Ajin Abraham
 
Monitoring and Managing Anomaly Detection on OpenShift.pdf
Monitoring and Managing Anomaly Detection on OpenShift.pdfMonitoring and Managing Anomaly Detection on OpenShift.pdf
Monitoring and Managing Anomaly Detection on OpenShift.pdf
Tosin Akinosho
 
High performance Serverless Java on AWS- GoTo Amsterdam 2024
High performance Serverless Java on AWS- GoTo Amsterdam 2024High performance Serverless Java on AWS- GoTo Amsterdam 2024
High performance Serverless Java on AWS- GoTo Amsterdam 2024
Vadym Kazulkin
 
Nordic Marketo Engage User Group_June 13_ 2024.pptx
Nordic Marketo Engage User Group_June 13_ 2024.pptxNordic Marketo Engage User Group_June 13_ 2024.pptx
Nordic Marketo Engage User Group_June 13_ 2024.pptx
MichaelKnudsen27
 
Y-Combinator seed pitch deck template PP
Y-Combinator seed pitch deck template PPY-Combinator seed pitch deck template PP
Y-Combinator seed pitch deck template PP
c5vrf27qcz
 

Recently uploaded (20)

Northern Engraving | Nameplate Manufacturing Process - 2024
Northern Engraving | Nameplate Manufacturing Process - 2024Northern Engraving | Nameplate Manufacturing Process - 2024
Northern Engraving | Nameplate Manufacturing Process - 2024
 
Choosing The Best AWS Service For Your Website + API.pptx
Choosing The Best AWS Service For Your Website + API.pptxChoosing The Best AWS Service For Your Website + API.pptx
Choosing The Best AWS Service For Your Website + API.pptx
 
Crafting Excellence: A Comprehensive Guide to iOS Mobile App Development Serv...
Crafting Excellence: A Comprehensive Guide to iOS Mobile App Development Serv...Crafting Excellence: A Comprehensive Guide to iOS Mobile App Development Serv...
Crafting Excellence: A Comprehensive Guide to iOS Mobile App Development Serv...
 
What is an RPA CoE? Session 1 – CoE Vision
What is an RPA CoE?  Session 1 – CoE VisionWhat is an RPA CoE?  Session 1 – CoE Vision
What is an RPA CoE? Session 1 – CoE Vision
 
Connector Corner: Seamlessly power UiPath Apps, GenAI with prebuilt connectors
Connector Corner: Seamlessly power UiPath Apps, GenAI with prebuilt connectorsConnector Corner: Seamlessly power UiPath Apps, GenAI with prebuilt connectors
Connector Corner: Seamlessly power UiPath Apps, GenAI with prebuilt connectors
 
LF Energy Webinar: Carbon Data Specifications: Mechanisms to Improve Data Acc...
LF Energy Webinar: Carbon Data Specifications: Mechanisms to Improve Data Acc...LF Energy Webinar: Carbon Data Specifications: Mechanisms to Improve Data Acc...
LF Energy Webinar: Carbon Data Specifications: Mechanisms to Improve Data Acc...
 
9 CEO's who hit $100m ARR Share Their Top Growth Tactics Nathan Latka, Founde...
9 CEO's who hit $100m ARR Share Their Top Growth Tactics Nathan Latka, Founde...9 CEO's who hit $100m ARR Share Their Top Growth Tactics Nathan Latka, Founde...
9 CEO's who hit $100m ARR Share Their Top Growth Tactics Nathan Latka, Founde...
 
Introduction of Cybersecurity with OSS at Code Europe 2024
Introduction of Cybersecurity with OSS  at Code Europe 2024Introduction of Cybersecurity with OSS  at Code Europe 2024
Introduction of Cybersecurity with OSS at Code Europe 2024
 
Taking AI to the Next Level in Manufacturing.pdf
Taking AI to the Next Level in Manufacturing.pdfTaking AI to the Next Level in Manufacturing.pdf
Taking AI to the Next Level in Manufacturing.pdf
 
Essentials of Automations: Exploring Attributes & Automation Parameters
Essentials of Automations: Exploring Attributes & Automation ParametersEssentials of Automations: Exploring Attributes & Automation Parameters
Essentials of Automations: Exploring Attributes & Automation Parameters
 
Columbus Data & Analytics Wednesdays - June 2024
Columbus Data & Analytics Wednesdays - June 2024Columbus Data & Analytics Wednesdays - June 2024
Columbus Data & Analytics Wednesdays - June 2024
 
Skybuffer SAM4U tool for SAP license adoption
Skybuffer SAM4U tool for SAP license adoptionSkybuffer SAM4U tool for SAP license adoption
Skybuffer SAM4U tool for SAP license adoption
 
JavaLand 2024: Application Development Green Masterplan
JavaLand 2024: Application Development Green MasterplanJavaLand 2024: Application Development Green Masterplan
JavaLand 2024: Application Development Green Masterplan
 
Christine's Product Research Presentation.pptx
Christine's Product Research Presentation.pptxChristine's Product Research Presentation.pptx
Christine's Product Research Presentation.pptx
 
[OReilly Superstream] Occupy the Space: A grassroots guide to engineering (an...
[OReilly Superstream] Occupy the Space: A grassroots guide to engineering (an...[OReilly Superstream] Occupy the Space: A grassroots guide to engineering (an...
[OReilly Superstream] Occupy the Space: A grassroots guide to engineering (an...
 
AppSec PNW: Android and iOS Application Security with MobSF
AppSec PNW: Android and iOS Application Security with MobSFAppSec PNW: Android and iOS Application Security with MobSF
AppSec PNW: Android and iOS Application Security with MobSF
 
Monitoring and Managing Anomaly Detection on OpenShift.pdf
Monitoring and Managing Anomaly Detection on OpenShift.pdfMonitoring and Managing Anomaly Detection on OpenShift.pdf
Monitoring and Managing Anomaly Detection on OpenShift.pdf
 
High performance Serverless Java on AWS- GoTo Amsterdam 2024
High performance Serverless Java on AWS- GoTo Amsterdam 2024High performance Serverless Java on AWS- GoTo Amsterdam 2024
High performance Serverless Java on AWS- GoTo Amsterdam 2024
 
Nordic Marketo Engage User Group_June 13_ 2024.pptx
Nordic Marketo Engage User Group_June 13_ 2024.pptxNordic Marketo Engage User Group_June 13_ 2024.pptx
Nordic Marketo Engage User Group_June 13_ 2024.pptx
 
Y-Combinator seed pitch deck template PP
Y-Combinator seed pitch deck template PPY-Combinator seed pitch deck template PP
Y-Combinator seed pitch deck template PP
 

Inbound Marketing is All Connected