Creating an SEO Strategy Questions to Ask How to Choose Tactics What to Measure Gillian Muessig, President & Co-founder, SEOmoz May, 2012

Campaign management software for Inbound Marketers SEOmoz makes software!

Oh goody! We’re going to do SEO!

Gillian Muessig, President & Co-founder, SEOmoz May, 2012 Pssst. SEO is not a strategy.

Gillian Muessig, President & Co-founder, SEOmoz May, 2012 Oh. Right.

Gillian Muessig, President & Co-founder, SEOmoz May, 2012 Marketing Strategy that’s real

Gillian Muessig, President & Co-founder, SEOmoz May, 2012 Marketing Strategy Online - Offline

Gillian Muessig, President & Co-founder, SEOmoz May, 2012 Marketing Strategy Online – Offline

Gillian Muessig, President & Co-founder, SEOmoz May, 2012 Marketing Strategy Online – Offline PaidOrganic

Gillian Muessig, President & Co-founder, SEOmoz May, 2012 Marketing Strategy Online – Offline PaidOrganic SEOSocialLots of others

Gillian Muessig, President & Co-founder, SEOmoz May, 2012 SEO is a single tactic of Organic Search Marketing

Let’s Start Again

SEO has become more than SEO…

Blogs + Blogging Comment Marketing News/Media/PR SEO Social Networks Word of Mouth Q+A Sites Forums Online Video Podcasting Webinars Research/White Papers Infographics Social Bookmarking INBOUND MARKETING! (AKA “free” traffic sources) Direct/Referring Links Type-In Traffic

What should I think about first?

Budget

Beware sophistry!

Teachable moment

It’s complicated.

So where do I start?

Ok, but where do I start? Organic Paid Look for opportunity

What affects SERPs

These things do…

Blogs – fresh content

“Viral” targeted content

…can be very valuable

Another example

Keep it fresh

Great graphics matter

Simple can be interesting Probably the best case study around:

A weekly video series

Comment marketing

Social networks Data and charts of our Facebook and Twitter account performance via

Social news / bookmarking and

Q=A sites and forums

Rel=author - good how-to

Slideshare.net

SEO

Video XML sitemaps We use to post videos that automatically send video XML Sitemaps to Googlehttp://wistia.com

Vertical Search

Probably doesn’t get traffic like most “#1” results Completely different ranking algorithm than standard search results Local results

Image results

Video results

News & blog results

Shopping results

Instant answers

These things affect your bottom line so add them to your campaign

Conferences + events 43% 19% 7% 32% Gillian’s Days on the Road 2011

marketing We use/love (who now has a cool free option for early stage folks)

Sharing-incented community

Connect w/journalists & bloggers An amazing research tool:

Monthly top X influencers updates monthly, but doesn’t use badges (which I highly recommend)

Use game mechanics

Personal space

Help me if you can…

Put a face on it

Welcome, you’re special

Build a personal brand

Move it to the corporation

To outsource or not to outsource

Dearth of talent

It’s non-intuitive

1: Get the house in order Technical SEO Inbound link profile (Penguin) Content quality and freshness (Panda) Tags, Site Architecture, url naming conventions, internal link structure

1: Technical SEO Is the keyword relevant? Are there search ads targeting this word? Are my competitors targeting this word? What’s the search volume?

1: Technical SEO

1: Keyword Resources Google Adwords’ Keyword Estimator Google Insights for Search Google Trends Keyword Demand Prediction Microsoft AdCenter Keyword Forecasting Wordtracker’s Free Basic Keyword Demand

1: Link building

2: Content Grist for the mill Outsource design, authoring and even content strategy if needed Mine your data to create ongoing info-graphics

2: Content tactics Mine your data to create ongoing info-graphics Leverage your brand community to create video and other content

3: Promote it! (SMM) Choose your SMM platforms

3: Social Media Establish your corporate voice

4: Brand community Understand the long term goals

wBff-dP8195bM&imgurl= oynCQ&zoom=1&iact=hc&vpx=483&vpy=324&dur=1396&hovh=183&hovw=275&tx=225&ty=104&sig= &page=1&tbnh=125&tbnw=194&start=0&ndsp=12&ved=1t:4 29,r:6,s:0 Speed the Message

Increase the depth of reception

4: Brand community

Understand the long term goals What we build on social media platforms are brand communities

4: Brand community Understand what we build on social platforms

5: Mobile Marketing Deprecate beautifully in all sizes

What to track Stay tuned for: Analytics, Glorious Analytics! later today.

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