Inbound Marketing Beyond the SERPs
Earning great traffic w/o spending a fortune dime
Gillian Muessig, President & Co-founder, SEOmoz
Dublin City University - March 2011
Our only marketing expense? Flights + hotels for conferences/eventsMore at http://www.seomoz.org/blog/the-history-of-seomoz
How’d You Do That?
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
It all starts with
Content Marketing
A Blog We Update Every Day
“Viral” Targeted Content
http://www.seomoz.org/article/search-ranking-factors
“Viral” Targeted Content
http://guides.seomoz.org/beginners-guide-to-search-engine-optimization
“Viral” Targeted Content
http://www.seomoz.org/seo-industry-survey
Graphics + Illustrations
Build it and they’ll come?
Nope. Build it, then market it.
Comments + Conversations
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 have historically performed best for us, but you should test results
Q+A Sites / Forums
Conferences + Events
SEO
Email Marketing
We use/love http://www.mailchimp.com (who now has a cool free option for early stage folks)
Let’s get specific with some
Advanced Tactics
Involve a Sharing-Incented Community
The brilliant strategy by http://www.urbanspoon.com made them one of the biggest players in the local restaurant business and got them acquired by IAC
Design Like an “Award Winner”
Check out http://google.com/search?q=css+gallery for tons of great galleries and inspiration
“Skip” the Competitive SERPs
Leverage the QDF Algorithm
Watch the actual commercial at: http://www.hulu.com/adzone2011#50120562
Investigate the Competition’s Top Content
Sort of a shameless plug, but http://www.opensiteexplorer.org is the best way to do this
Examples of more startups that
Rock Inbound Marketing
OKCupid
http://blog.okcupid.com/index.php/your-looks-and-online-dating/
EngineYard
Engineyard does awesome stuff on their blog, job board + site in general –http://www.engineyard.com
Mint.com
http://blog.okcupid.com/index.php/your-looks-and-online-dating/
Adioso
Adioso’s microsite for Valentine’s Day is here – http://howmuchdoyouheartme.com
Visual Website Optimizer
http://visualwebsiteoptimizer.com/split-testing-blog/
The Inbound Marketing process
In 4 Simple Steps
Step #1: DiscoverFind inbound marketing paths that look promising and make a list.
Step #2:TestInvest a few days/hours building authentic value in that niche/sector.
Step #3: MeasureUse your web analytics to track primary + second-order impact
Step #4: RepeatThrow out low ROI projects; repeat high ROI ones.
Q+A
Gillian Muessig, President & Co-Founder SEOmoz
CEO Coach, WebmasterRadio.fm
• Twitter: @SEOmom
• Blog: www.seomoz.org/blog
• Email: [email protected]
Thank You!
Complimentary Student SEOmoz PRO AccountsEmail: [email protected]
Try SEOmoz PRO free for 45 daysUse the code: DCU2011
[email protected] | @SEOmom | www.seomoz.org
