The document discusses the concept of inbound marketing and its importance for businesses, focusing on a strategy that emphasizes earning visibility rather than purchasing it. It highlights the process of conducting an inbound audit to assess various digital assets, keywords, and channels for optimizing online presence. Additionally, it includes a personal example of refining a marketing strategy for a homeschool collective through targeted keyword usage and content optimization.

1. hugeinc.com
info@hugeinc.com
45 Main St. #220 Brooklyn, NY 11201
+1 718 625 4843
October 9, 2013
The Inbound Audit

2. Inbound Marketing?

3. “Earning our way in”

4. Instead of…

5. “Buying, begging, or bugging”

6. ?

7. It’s a check up.

9. For search and discovery channels.

10. Who’s it good for?

12. 12

13. 13

14. The Inbound Ring.
Key concept:

15. The emerging ecosystem of 3rd party
services that surround core brand
assets:

16. The company

17. Core digital assets

18. The Inbound Marketing ring

19. Media and Advertising

20. User encounters
brand content
Inbound issues drive exit from
customer journey
The essential role of the inbound ring.

21. The InboundAudit.

22. Determine priority keywords, channels,
and key assets.
Concepts & keywords
Relevant inbound channels
Available assets: authors,
content, infrastructure, budget

23. Determine target keywords and check
organic keyword rankings.

24. Crawl the site and check URLs,
metadata.

25. Check analytics and infrastructure.

26. Check inbound links, anchor text.

27. Check top content pieces, content
metrics, and social sharing.

28. Check G+ profile authority and
engagement.

29. Check business listing databases.

30. Check GPS device visibility.

31. Check G+ Local for local business.

32. Check for Social Media optimization /
Social Graph.
Search for ‘Insurance
Agent’ uses Social Graph

33. Facebook Social and Local Search.
Requires a physical check-in to
establish location

34. Put it all together..

35. BP SHELL CHEVRON CONOCOPHILLIPS
PAID MEDIA 1 1 1 3
CORE SEO 2 2 2 3
BLOG 3 3 - -
VIDEO 2 2 1 3
IMAGES 3 3 3 3
Inbound benchmarking: Heat map.
Good Average Lagging

36. Inbound Audit workbook.

37. Inbound project overview.
 Industry topics research
 Voice of the consumer
 Keyword universe
 Query cleanup
 Query categorization
 Query prioritization
 Query channel mapping
 Key competitor inbound
audit
 Blog content
 Video & YouTube
channels
 Core web search / SEO
 Social Channels
• Social Profiles
 Benchmarking
 Summary of findings
 Blog search-informed
editorial planning
 Writing for search
engines
 Blog content optimization
techniques
 Social authority
 Video search-informed
editorial planning
 Videos & YouTube
optimization techniques

38. Audits inform strategy.

39. Apersonal example.

40. Running a homeschool collective
(radschool.org) is hard...

41. Like any business we needed to ‘acquire
customers’.

42. We audited our presence and developed an Inbound
Strategy:
• Changed target to ‘alternative schoolers’ from
homeschoolers.
• We mapped our keywords to digital content.
• We optimized on-page content for each keyword using a
search-friendly CMS platform like WordPress.
• We had each parent link to the home page using the
keyword ‘alternative school’ or a variant.
We covered out inbound bases.

43. Search is long in the tooth.

44. But 2001 - era tactics still work.

45. I am continually amazed at how many
brands small or large that have not
even gone this far.

46. hugeinc.com
info@hugeinc.com
45 Main St. #220 Brooklyn, NY 11201
+1 718 625 4843