The Link is Dead: Long Live the Link

Pete WailesOps Director, SEOgadget

We help our clients succeed in search through using digital channels to deliver amazing experiences to their audiences

We do marketingOnline.

What is a link?

Frankly, these suck

SEOmoz: DA, PA, mT, mR, LRD, #nFL… MajesticSEO: CF, TF, ACR, RD… Analytics: Visits, Uniques, Bounces, Revenue,

Conversion Rate, Events …

(sorry to all the friends I just annoyed)

We have a problem

Data != marketing Metrics != marketing Visibility != marketing Transparency != marketing

You know what = marketing?

You know what = marketing?

Marketing = marketing

Use these:

SEOmoz: DA, PA, mT, mR, LRD, #nFL… MajesticSEO: CF, TF, ACR, RD… Analytics: Visits, Uniques, Bounces, Revenue,

Conversion Rate, Events

But understand that this is not marketing…

What is marketing?

Wikipedia

“Marketing is the process of communicating the value of a product or service to customers…”

“Marketing satisfies these needs and wants through exchange processes and building long term relationships”

Read this: https://www.boundless.com/marketing/overview-marketing/introduction-to-marketing/marketing-exchange/

You need to be good at this

On-page is not dying

Link building? Yeah, that can die

This is not marketing (it’s crap)

This is not marketing (it’s crap)

This is not marketing (it’s advertising)

This is marketing

Burger King, Obama, True Blood, Red Bull

What should we do?

Find the target audience Understand the brand Connect the two through amazing experiences

How do we measure it?

Measure the relationship

Brand search volume Increased engagement Conversation volume & sentiment Customers acquired CLV & retention

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