A look at the broad suite of tools available to search marketers and how SEO fits into the total buying cycle in e-commerce.

1. CONFERENCE 2012
March 7 - 10, 2012
SEO Has Become More Than SEO
Gillian Muessig | President

2. SEO Has Become More Than SEO
Inbound Marketing
Gillian Muessig | President

3. Interruption vs.
Inbound Marketing

4. Interruption Marketing

5. Inbound Marketing

6. Interruption Marketing

7. Inbound
Marketing

8. Interruption
Marketing

9. Inbound
Marketing

10. Some
marketing

11. Interruption…
stops us

12. from doing what we
want to do,

13. …so it can sell us

14. stuff we don’t need.

15. That’s Interruption Marketing

16. Interruptive Marketing

17. Interruption Marketers

18. Interruption Marketers Me

19. Ads
Interruption Marketers Me

20. That’s
Not
How
We
roll.

21. How People Buy in 2012

22. Realize a Need

23. Investigate Options

24. Ask Our Friends

25. Seek Out Experts

26. Find Communities

27. Dig Into Every Detail Available

28. Convert

29. You don’t buy those visitors.
You earn them.

30. In∙bound Mar∙ket∙ing
-noun
Any tactic that relies on earning people’s interest
rather than buying it.

31. We’re here to help.

32. Startups disrupt markets. How about marketing?

33. Inbound Channels

34. Content

35. influences
everything

36. Without great content…

37. there’s no
chance for
success.

38. Content can mean…

39. “Content.”

40. Community

41. Product

42. Or Distribution

43. No matter the form, content
is the foundation of great
Inbound Marketing

44. Search

45. Search is
how things get found

46. Search =
Discovery

47. Discovery Leads to Sharing

48. Search is Still Big

49. And Growing
Currently, there are more
than 3 billion searches/day
on Google

50. Search often brings the most
highly qualified traffic.

51. But guess where searchers click…
~20% of clicks
~80% of clicks

52. Social

53. Social lives at the top of the funnel

54. Social is discovery
prior to interest

55. Social demands great content,

56. …and rewards it.

57. Today, So
cial has a
huge
influence
on Search

58. 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)

59. Email

60. Email is Social’s “Secret Weapon”
http://www.avc.com/a_vc/2011/05/social-medias-secret-weapon-email.html

61. And Email Marketing is Insanely
Profitable/Powerful
http://www.conversion-rate-experts.com/seomoz-case-study/

62. Conversion

63. The funnel only exists
so it can convert.

64. Optimizing Conversion
means measuring & testing.
http://dmix.ca/2010/05/how-we-increased-our-conversion-rate-by-72/

65. It means listening, too.

66. A lot of
Conversion is
wrapped in
soft metrics

67. Branding

68. Messaging

69. Familiarity

70. Trust

71. CRO is a critical
practice,

72. but it
requires
holistic
marketing
to succeed.

73. Building an
Inbound Strategy

74. Who is your audience?
http://xrrr-slog.blogspot.com/2007/10/corporate-demographics-2007.html

75. Where are they on the Web?
http://searchengineland.com/a-portrait-of-who-uses-social-networks-in-the-u-s-and-how-social-media-affects-our-lives-81653

76. What content works there?
http://blog.echen.me/2011/03/14/hacker-news-analysis/

78. How will you get visitors into your funnel?
Branding/Awareness Free Trial Retargeting
Email Social OAuth
Mailing Address Phone Number
Multiple paths can work, so long as you segment them when tracking CR + CLTV

79. How will you measure & improve?
Step #1: Discover
Find inbound marketing paths that look promising and make a list.
Step #2:Test
Invest a few days/hours building authentic value in that niche/sector.
Step #3: Measure
Use your web analytics to track primary + second-order impact
Step #4: Repeat
Throw out low ROI projects; repeat high ROI ones.
http://www.seomoz.org/blog/tracking-the-roi-of-social-media

80. Top 10 Inbound Marketing
Tactics & Examples

81. #1: Create Sharing Incentives
to link to!
http://www.paulgraham.com/good.html

82. #1: Create Sharing Incentives
Urbanspoon’s “Spoonback” program allowed them to compete w/ Yelp and build awareness to foodies, direct traffic from relevant sites and
great SEO. Founders credited the concept as being the most important part of the company’s success.

83. #2: Mine the Social Web for Engagement Opportunities
Twitter, LinkedIn, Q+A Sites, Google+, Blog Posts and Facebook can all work

84. #3: Create & Spread Embeddable Content
http://www.simplyhired.com/a/jobtrends/home is a great example

85. #4: Make Your Data Interesting; Share It
Probably the best case study around: http://blog.okcupid.com/index.php/your-looks-and-online-dating/

86. #5: Mine Your Twitter Followers, Emails, etc.
Via Wil Reynolds of SEER Interactive: http://www.seerinteractive.com/blog/using-twitter-and-backlinks-to-build-links/2011/07/28/; tool
is here: http://simplymeasured.com/freebies/twitter-follower-analytics

87. #6: Use Social to Connect w/Journalists + Bloggers
An amazing research tool: http://followerwonk.com

88. #7: Build Features that Require and/or Reward Sharing
http://www.quora.com/How-effective-is-Dropboxs-referral-program-at-bringing-in-*paying*-users-i-e-how-many-subscribers-do-they-have

89. #8: Give Your Community a Platform
Moz has a Q+A forum, a blog and a user-generated content platform, along w/ robust user profiles and a
points/gamification system. Content contributed by non-employees is ~35% of our overall traffic

90. #9: Rel=Author & Video XML Sitemaps
http://www.blindfiveyearold.com/how-to-implement-rel-author - good how-to

91. #9: Rel=Author & Video XML Sitemaps
We use http://wistia.com to post videos that automatically send video XML Sitemaps to Google

92. #10: Create a Monthly Top X Influencers in Your Industry
http://www.seattle20.com/startup-index.aspx updates monthly, but doesn’t use badges (which I highly recommend)

93. Every One of These Marketing Tactics
News/Media/PR
SEO Email
Blogs + Blogging Research/White Papers
Infographics
Comment Marketing
Social Networks
Online Video
INBOUND MARKETING! Local Portals
Forums (AKA all the “free” traffic sources)
Webinars
Social Bookmarking Word of Mouth
Direct/Referring Links Podcasting
Type-In Traffic Q+A Sites
Helps Every Other One

94. @SEOmom
www.seomoz.org/blog
gillian@seomoz.org