1. Growing Your Digital Audience – and Profits Using SEO to Build Your Email List and Your Business Ed Coburn SVP & Lead Consultant Mequoda Group

2. The Mequoda Method

3. WEB (4) & SOCIAL (5) Portal, Directory, Calendar, Display Network & Social TOURS FREEBIE GUIDES EMAIL (5) Daily, Weekly, Spotlights, Freebies & Extras MAGAZINE (4) & LIBRARY Audited: Print & PDF; Native: HTML & Apple COURSES BOOKS & VIDEOS Attract Convert Engage Monetize Green Gardens Case Study 24 Platforms

4. ACEM Metrics You get what you measure

5. Attract – Google Visibility Index Convert – Email Capture Rate Engage – Email Retention Rate Monetize – Revenue Per Subscriber 4 ACEM Metrics

6. Event Buyers Magazine Subscribers Email Subscribers Portal Visitors Publisher’s Pyramid

7. Website traffic is mostly “one and done” Email gives more control: –Timing –Messaging –“Ownership” of list Why Email?

8. Attracting Traffic with SEO

10. Content Quality Research Keywords Engagement Freshness http://searchengineland.com/seotable HTML Tags Description Header Tags Data Structure Architecture Crawlability Duplication Site Speed Descriptive URLs “On-the-Page” SEO Success Factors

11. “Off-the-Page” SEO Success Factors Link Building Link Quality Anchor Text Link Quantity Social Reputation Shares http://searchengineland.com/seotable Trust Authority Signals Site History Personalization Country Region Signed-In/Preferences Social Influence

12. Research Your Keyword Universe

13. Content Keywords Site architecture Competitor or affiliate? Exploring Online Environment

14. Perennials Annuals Bulbs Shrubs Gardening House Plants Viburnum Hardy Geraniums Clematis Daylilies Coneflowers Chrysanthemum Zinnias Pansies Marigolds Geraniums Begonias Tulips Hyacinths Dahlias Daffodils Crocus Asters Rhododendrons Lilacs Hydrangeas Azaleas how to grow hydrangeas growing hydrangeas dwarf azaleas varieties hydrangea paniculata pruning hydrangeas how to grow azalea plants planting hydrangeas azalea bushes azalea care azalea colors Brainstorm with Editorial Team

15. Keyword Taxonomy

16. Ubers

17. Primaries

18. Must sign in to a Google account Google Keyword Planner

19. Search for Keywords

20. Research Keyword Popularity Choose location Choose language Choose closely related or broad Enter keyword Refine results by excluding words or phrases

21. Keyword Planner Results Competition for Adwords bidding

22. Find Organic Competiton Google each phrase in “Quotation Marks”

23. Exact Match Counts Are Best “azalea care”8,150 Results azalea care 8,420,000 Results

24. Organize Your Keyword Universe

25. Start with Keyword Planner Export Annual Searches = Monthly x 12

26. Add Google Listing Data Google Listing = Keyword Competition

27. Keyword Competitive Index (KCI) Google KCI = Annual Searches / Google Listing

28. What’s a Good KCI? Mequoda’s Grading Scale A: KCI >= 1.0 B: KCI =.5-.99 C: KCI <.5

29. SEO Strategy “I’m not looking for a fair fight, I’m looking for a fight I can win.” Source: http://www.mequoda.com/articles/keyword-strategy-articles/the-best-seo-keyword-strategy-how-to-pick-seo-keyword-fights-you-can-win/

30. Determine Your Visibility

31. Google Visibility Report (GVR) Import Keyword Clusters into the GVR

32. Advanced Web Ranking Cost $199-$799 Upload keywords Choose search engine Enter website url Track positions 1-50 BONUS!!! Track your competitors’ ranking

33. Google Position Use AWR to “Google” the position of each keyword

34. Calculating GVI Google Position 1-10 (Page 1) = 100% visibility Google Position 11-20 (Page 2) = 5% visibility Google Position 21-30 (Page 3) = 1% visibility Source: http://info.chitika.com/insights-2013-google-result-positioning?hsCtaTracking=4360d438 -5a3c-4904-b461-2831ea2a22e8%7Ca65278ff-5e6c-4897-9275-500e5e077679

35. Annual Impressions Annual Impressions = % of Annual Searches

36. ‹#› Email Publishing for Profit and Fun

37. ‹#› WEB (4) & SOCIAL (5) Portal, Directory, Calendar, Display Network & Social TOURS FREEBIE GUIDES EMAIL (5) Daily, Weekly, Spotlights, Freebies & Extras MAGAZINE (4) & LIBRARY Audited: Print & PDF; Native: HTML & Apple COURSES BOOKS & VIDEOS Green Gardens Case Study 24 Platforms

38. ‹#› It’s a publishing platform – Manage your ad/edit ratio Mobile-friendly email stack – More content – More ads – More clicks Email: Not Just a Marketing Platform

39. ‹#› Nameplate Editor’s letter with sponsor ad Feature story Sponsor text ad Feature story Magazine review text ad Feature story Tour review text ad Feature story Freebie guide text ad Includes: 4 stories, 5 ads Email Newsletter Stack

40. ‹#› Thank You Ed Coburn Senior VP & Lead Consultant Ed@Mequoda.com (781) 639-8387