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Creating an SEO StrategyQuestions to AskHow to Choose TacticsWhat to Measure
Gillian Muessig, President & Co-founder, SEOmoz
May, 2012
Gillian Muessig, President & Co-founder, SEOmoz
May, 2012
Marketing Strategy
Online – Offline
Paid Organic
Gillian Muessig, President & Co-founder, SEOmoz
May, 2012
Marketing Strategy
Online – Offline
Paid Organic
SEO Social Lots of others
Gillian Muessig, President & Co-founder, SEOmoz
May, 2012
SEO is a single tactic ofOrganic Search Marketing
http://www.seomoz.org/blog/the-rich-get-richer-true-in-seo-social-all-organic-marketing
Blogs + Blogging
Comment Marketing
News/Media/PRSEO
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
“Viral” targeted content
http://guides.seomoz.org/beginners-guide-to-search-engine-optimization
http://guides.seomoz.org/beginners-guide-to-search-engine-optimization
…can be very valuable
Another example
http://www.seomoz.org/article/search-ranking-factors
Simple can be interesting
Probably the best case study around: http://blog.okcupid.com/index.php/your-looks-and-online-dating/
Social networks
Data and charts of our Facebook and Twitter account performance via http://export.ly
Social news / bookmarking
http://news.ycombinator.com, http://delicious.com, http://stumbleupon.com and http://reddit.com
Rel=author
http://www.blindfiveyearold.com/how-to-implement-rel-author - good how-to
Video XML sitemaps
We use http://wistia.com to post videos that automatically send video XML Sitemaps to Google
Probably doesn’t get traffic like most “#1” results
Completely different ranking algorithm than standard search
results
Local results
Conferences + events
Days at the Office
Days in Transit
Days Speaking at Conferences
Other Days Out of Office
43%
19%
7%
32%
Gillian’s Days on the Road 2011
Email marketing
We use/love http://www.mailchimp.com (who now has a cool free option for early stage folks)
Connect w/journalists & bloggers
An amazing research tool: http://followerwonk.com
Monthly top X influencers
http://www.seattle20.com/startup-index.aspx updates monthly, but doesn’t use badges (which I highly recommend)
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: 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
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
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=MwBff-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:429,r:6,s:0
Speed the Message
http://www.123rf.com/photo_5545967_orbits-of-binary-information-speeding-around-the-world-globe.html
Increase the depth of reception
4: Brand community
Understand the long term goals
What we build on social media platforms are
brand communities