connecting inbound marketing for exceptional return, with rand fishkin
DESCRIPTION
As a marketer for your organization, you’re called upon to handle the creation and promotion of content on your site, explore the various channels (social media, search, blogs, communities, etc.) for distribution, and then run analytics, reporting and optimization over your efforts.This work can seem daunting.In this talk, Rand will cover how to connect all of these in a way that builds more value than the sum of each part. The channels to pursue, the metrics to track, the optimization techniques — all will be explored with colorful examples and a repeatable process.TRANSCRIPT
Connecting Inbound Marketing for Exceptional Returns
How to leverage opportunities for content, blogs, search
and social to work together in your marketing practice
Rand Fishkin | CEO
http://bit.ly/mozedsocialmedia
The Future of Marketing
is Content
Content Creates Loyalty & Trust
http://thisismadebyhand.com/film/the_knife_maker play 4:45 - 5:45
Content Builds Brands
Google’s bias to brands means marketers must invest in their own branding, and content is, by far, the most cost-effective way to do that.
If this is the future, I better build
a memorable brand that has
positive signals of every kind.
Content Earns Links & Traffic While You Sleep
https://www.google.com/search?q=seomoz+-site:seomoz.org&tbs=qdr:h (qdr:h at the end of the query narrows to results from just 1hr)
Virtually every link here
is editorially-given
because of content
we’ve produced
Content is the Most Rewarding Work in Marketing
Great content makes the Internet a better place, and gives marketers pride in their work.
Content Simultaneously Helps Every Channel
Higher
Conversion Rate
More Brand
Visibility
Stronger Social
FollowingHigher Organic
Search Rankings
More Direct &
Bookmarking TrafficMore Referring
Links
More Long
Tail SEO
Bigger Fanbase &
Community
CONTENT!
When you invest in content, you build efficiencies and synergies in SEO, referring
links, community, social media, traffic, conversion and even branding.
Search & Social
Are Already Inseparable
Google+’s Network Domination
90mm+ Google Users See Personalized SERPs
Google+ Suggested Users
The “people and pages” results appear to come from participation on G+, high circle counts, consistent contributions and brand signals
Google+ in Logged-Out Results
Both “people and pages” and +1 counts show for logged-out users.
Google+ Influences Crawling
Google’s New
“Submit URL” Box
Tweeted URLs Earn Direct Links
Google says they don’t directly count tweets in rankings, but a popular tweet containing a link earns a lot of re-publishing across the web Google does crawl, index and count.
Facebook Shares in Bing, Too
Through Bing’s partnership/integration with Facebook, results are massively personalized for any logged-in Facebook user (all 900 million of them)
Google’s DEEP Social Network
http://www.google.com/s2/u/0/search/social - the hardest-to-find page in Google
Whoa. Google really does
know everything about you
(and your friends).
Second-Order Effects
Social Activity Leads to Search Rankings
Social Drives Awareness & Branding
Keith Urban’s tweet informed 200 million people prior to President Obama’s speech: http://blog.socialflow.com/post/5246404319/breaking-bin-laden-visualizing-the-power-of-a-single
Social Drives Queries
Just after the social boom from DSC, the queries for their brand went “meteoric” in Google Trends
Queries Influence Rankings
http://www.seomoz.org/blog/whoa-can-query-volume-directly-influence-rankings
Social Yields Press
via http://stateofthemedia.org/2012/mobile-devices-and-news-consumption-some-good-signs-for-journalism/what-facebook-and-twitter-mean-for-news/?src=prc-section
Social Yields Links
Via http://www.opensiteexplorer.org/pages?site=www.seomoz.org%2Fblog
A Unified Strategy
For Content, Search & Social Dominance
Create Share-
Worthy Content
Create Share-
Worthy Content
Share Socially
Create Share-
Worthy Content
Share Socially
Earn the Social
Rankings Boost
Create Share-
Worthy Content
Share Socially
Earn the Social
Rankings Boost
Get Natural Links
from Content’s
Visibility & Value
Create Share-
Worthy Content
Share Socially
Earn the Social
Rankings Boost
Get Natural Links
from Content’s
Visibility & ValueEarn More Social
Followers
Create Share-
Worthy Content
Share Socially
Earn the Social
Rankings Boost
Get Natural Links
from Content’s
Visibility & ValueEarn More Social
Followers
Amplify Network
Reach
Create Share-
Worthy Content
Share Socially
Earn the Social
Rankings Boost
Get Natural Links
from Content’s
Visibility & ValueEarn More Social
Followers
Amplify Network
Reach
More Searchers
Biased to Seeing
Your Stuff
Create Share-
Worthy Content
Share Socially
Earn the Social
Rankings Boost
Get Natural Links
from Content’s
Visibility & ValueEarn More Social
Followers
Amplify Network
Reach
More Searchers
Biased to Seeing
Your StuffWin the
Internet
Let’s Watch It Happen
With a Real Example
Add a Little PR Outreach
http://techcrunch.com/2012/03/06/dollar-shave-club/
Spread Across Social Networks
http://www.facebook.com/DollarShaveClub
Spread Across Social Networks
http://www.youtube.com/watch?v=ZUG9qYTJMsI
Dominate Personalized Search
https://www.google.com/search?q=shave (while logged in to my account)
Earn Links Like Crazy
The links are too new to show in link tools like OSE/Majestic, but they likely have 10K+ links from high authority domains in just a few days.
Win the Internet
Via http://sigforum.com/eve/forums/a/tpc/f/320601935/m/2220052382
A Great Case Study for SEO
If DSC had integrated SEO into their viral and social marketing plan, they likely could have earned rankings across search terms that would continue to send them traffic long after the launch.
Tactics that Work
In an Integrated, Inbound Marketing
World
Content
Tactics
Visuals > Pure Text Content
Just by putting text statistics into visual content, you can earn massive sharing potential
Positive Mentions of Influencers
Via http://www.urbanspoon.com/blogs/52/London.html
Sharing Data & Illuminating Trends
Via http://blog.okcupid.com/index.php/your-looks-and-online-dating/
Good = Not Good Enough
http://www.seomoz.org/blog/great-content-for-seo-simpler-than-you-ever-imagined
Google+
Tactics
Google+ Circles
Google’s “extended circles” mean you influence not only your followers, but their followers, too.
FindPeopleonPlus + Targeted Outreach
http://findpeopleonplus.com – great tool for G+ discovery
Requesting Feedback/Shares by Name
Because a +Name becomes a notification, using them signals G+ users and often results in a follow
Study Ripples to Target Viral Users
By viewing ripples like this one, you can see which influencers resulted in large amounts of shares. Hot on G+ is a great way to study this: https://plus.google.com/u/1/hot
I shared this; it got lots
of re-shares
G+ Also Uses Gmail… Email = Network
Anyone with a Gmail account is automatically included in personalized sharing
Twitter & Facebook
Tactics
Best Way to Grow Your Network: Share Links
http://danzarrella.com/infographic-5-scientifically-proven-ways-to-get-more-retweets.html
Drive More Social Activity w/ Proper Timing
Via http://www.tweriod.com (I know, terrible name, but cool service)
Don’t Be Shy; Ask for Social Shares
The Science of Retweets (http://danzarrella.com/science-of-retweets.pdf) shows that asking for
an RT does indeed earn them. Sites like http://www.bigdoor.com/features/social-media-integration
/ and http://www.paywithatweet.com/ let you gamify the social sharing process.
Be Smart with Social Sharing Buttons
http://wordpress.org/extend/plugins/active-share-by-orangesoda/screenshots/
Integrated
Tactics
Social Channels to Build Search Demand
In this case, I drove searches directly using a link, but it’s also very possible
Rel Author + Author Authority
Great how-to here: http://www.blindfiveyearold.com/how-to-implement-rel-author
Rich Snippets through Hosted Video Content
Great tutorial: http://www.distilled.net/blog/video/getting-video-results-in-google/
R
Your Analytics Will Lie to You.(unless you’re using multi-touch attribution)
R
http://www.seomoz.org/blog/tracking-the-roi-of-social-media
Multi-Channel Attribution is Critical
Visualizing Visits Through Various Channels
http://www.seomoz.org/blog/why-the-inbound-marketing-funnel-is-essential-whiteboard-friday
Integrated Inbound Marketing
Is the Future
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
COMBINE TO WIN(focus on just one, and you miss out)
Direct/Referring Links
Type-In Traffic
Local Portals
Rand Fishkin | CEO
http://bit.ly/mozedsocialmedia
@randfish
www.seomoz.org/blog