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

2. Campaign management software for Inbound Marketers SEOmoz makes software!

3. Oh goody! We’re going to do SEO!

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

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

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

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

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

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

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

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

12. Let’s Start Again

13. SEO has become more than SEO…

14. http://www.seomoz.org/blog/the-rich-get-richer-true-in-seo-social-all-organic-marketing 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 Email

15. What should I think about first?

16. Budget

18. Beware sophistry!

19. Teachable moment

20. It’s complicated.

21. So where do I start?

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

23. What affects SERPs

24. These things do…

25. Blogs – fresh content

26. “Viral” targeted content http://guides.seomoz.org/beginners-guide-to-search-engine-optimization

27. …can be very valuable

28. Another example http://www.seomoz.org/article/search-ranking-factors

29. Keep it fresh http://www.seomoz.org/article/search-ranking-factors

30. Great graphics matter

31. Simple can be interesting Probably the best case study around: http://blog.okcupid.com/index.php/your-looks-and-online-dating/http://blog.okcupid.com/index.php/your-looks-and-online-dating/

32. A weekly video series http://www.seomoz.org/blog/category/33

33. Comment marketing

34. Social networks Data and charts of our Facebook and Twitter account performance via http://export.lyhttp://export.ly

35. Social news / bookmarking http://news.ycombinator.comhttp://news.ycombinator.com, http://delicious.com, http://stumbleupon.com and http://reddit.comhttp://delicious.comhttp://stumbleupon.comhttp://reddit.com

36. Q=A sites and forums

37. Rel=author http://www.blindfiveyearold.com/how-to-implement-rel-authorhttp://www.blindfiveyearold.com/how-to-implement-rel-author - good how-to

38. Slideshare.net

39. SEO

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

41. Vertical Search

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

43. Image results

44. Video results

45. News & blog results

46. Shopping results

47. Instant answers

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

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

50. Email marketing We use/love http://www.mailchimp.com (who now has a cool free option for early stage folks)http://www.mailchimp.com

51. Sharing-incented community

53. Connect w/journalists & bloggers An amazing research tool: http://followerwonk.comhttp://followerwonk.com

54. Monthly top X influencers http://www.seattle20.com/startup-index.aspxhttp://www.seattle20.com/startup-index.aspx updates monthly, but doesn’t use badges (which I highly recommend)

55. Use game mechanics

56. Personal space

57. Help me if you can…

58. Put a face on it

59. Welcome, you’re special

60. Build a personal brand

61. Move it to the corporation

62. To outsource or not to outsource

63. Dearth of talent

64. It’s non-intuitive

65. 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

66. 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?

67. 1: Technical SEO

68. 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

69. 1: Link building

70. 2: Content Grist for the mill Outsource design, authoring and even content strategy if needed Mine your data to create ongoing info-graphics

71. 2: Content tactics Mine your data to create ongoing info-graphics Leverage your brand community to create video and other content

72. 3: Promote it! (SMM) Choose your SMM platforms

73. 3: Social Media Establish your corporate voice

74. 4: Brand community Understand the long term goals

75. http://www.google.com/imgres?q=speeding+train&hl=en&gbv=2&biw=1013&bih=637&tbm=isch&tbnid=n9EnjHipZ1amoM:&imgrefurl=http://superspeedtrain.com/tag/speeding/&docid=M wBff-dP8195bM&imgurl=http://superspeedtrain.com/wp-content/uploads/2011/06/high-speed-rail-update1.jpg&w=400&h=267&ei=WLGcTsS5Ceek4ATJ- oynCQ&zoom=1&iact=hc&vpx=483&vpy=324&dur=1396&hovh=183&hovw=275&tx=225&ty=104&sig=103195842722407947764&page=1&tbnh=125&tbnw=194&start=0&ndsp=12&ved=1t:4 29,r:6,s:0 Speed the Message

76. http://www.123rf.com/photo_5545967_orbits-of-binary-information-speeding-around-the-world-globe.html Increase the depth of reception

77. 4: Brand community

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

79. 4: Brand community Understand what we build on social platforms

80. 5: Mobile Marketing Deprecate beautifully in all sizes

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

82. PROMODO12 Twitter: @SEOmom Blog: www.seomoz.org/blog Email: gillian@seomoz.org