Search & Earned Media | Brightedge Share 2013 Conference
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©2013 | BrightEdge Technologies
BRINGING IT ALL TOGETHER – SEARCH & EARNED MEDIABased on the case study: How DigitalRelevance and Rackspace increased organic traffic by 212%
• Vice President of Client Solutions and Success for DigitalRelevance
• 12 years plus digital marketing leadership experience
• Directly responsible for managing multi-million dollar campaigns for many Fortune 500 clients
Twitter | @MartyAMuseEmail | marty.muse@relevance.com
• SEO Manager at Rackspace Hosting• MBA in Marketing from University of Texas at
Austin• 7 Years online marketing experience including
SEO, PPC, Email, Social & Product Management• In-house marketer for a range of Startup to Midsize
to Fortune 50 companies
Twitter | @drwhitworthEmail | david.whitworth@rackspace.com
1. Eco-system update
2. Shift to inbound marketing
3. Impact and evolution
4. Campaign
5. Key takeaways
6. Rise of earned media
Agenda
Marketing ecosystem – Then
Marketing ecosystem - Changes
Marketing ecosystem – Now
The shift to inbound marketing
“…make sure that your site adds value. Provide unique and relevant content that gives users a reason to visit your site first.”
- GOOGLE’S WEBMASTER GUIDELINES
Marketing ecosystem
Impact and evolution – Rackspace
On-Page/Technical SEO Consultant
Content Strategist
Percentage increase in (not
provided) data in web analytics
August ‘11-July ‘13
Inbound Marketing – Driving Traffic and Leads
Month
Aug-11Sep-11Oct-11
Nov-11Dec-11Jan-12Feb-12
Mar-12
Apr-12
May-12Jun-12Jul-12
Aug-12Sep-12Oct-12
Nov-12Dec-12Jan-13Feb-13
Mar-13
Apr-13
May-13Jun-13Jul-13
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
Google Announcement Firefox 14 launches with defaulted SSL searches
Campaign – Goals, Strategy and Tactics
Strategy On-page relevancy Earned media signals
Goals Increase organic traffic Increase brand authority
Tactics Leverage earned media Increase social signals Implement content strategy
Campaign – Tools
Custom Macros
Campaign – Challenges
IDENTIFYING AUDIENCE & INITIATING OUTREACH
ORGANIZATIONAL STRUCTURE
COMPETITORS
Campaign – Process
KEYWORDS & COMPETITOR
ANALYSISCONTENT CREATION
OUTREACH &
PLACEMENT
Campaign – Process
COMPETITIVE GAP ANALYSIS
• KEYWORD
• ON-SITE
• OFF-PAGE
Campaign – Process
MEDIA PRODUCTION
• CREATE UTILITY
• BRAND AWARENESS
Campaign – Process
OUTREACH & PLACEMENT
• TARGETED OUTREACH
• EARNED MEDIA PLACEMENT
• PROMOTION
Campaign – Results
Campaign – Results
Campaign – Findings
1
2
3
What’s next for Rackspace?
Continue to expand scope of SEO engagement to include all Rackspace product lines utilizing an integrated approach
CONTENT STRATEGY
EARNED MEDIA
Earned media & inbound success
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