The ROI of Organic Search

LifeTips.com, Inc. and ideaLaunch.com

The ROI of Organic SearchSoftware and Information Industry Association

June 16th, 2010

LifeTips.com and ideaLaunch offer content marketing services, custom publishing solutions and SEO services to a wide range of clients.

We own and operate a number of other brands and micro-sites that help drive revenue for services and solutions all related to content, content marketing and content solutions.

LifeTips.com launched in 2000 and consistently attracts more than 900k unique monthly visitors without any PPC spend or marketing support.

Google, Chitika and Kontera ads generate revenue for the web property LifeTips.com.

LifeTips is also an on-demand book publisher with 26 titles in print.

LifeTips also hosts a weekly radio show produced and promoted by WebmasterRadio.FM, with 3 years of podcasts available on iTunes.

Our ideaLaunch brand is now a leading content marketing agency offering an outsourced solution for editorial and optimization services for clients.

Our WordVision technology removes the guesswork of SEO and measure the impact and performance of content published a domain name.

Original Page Experiment 1

Experiment 2

Our SplitTestLab brand offers content testing services that experiment with different headlines, copy and graphics to improve conversion rates using Google Website Optimizer.

Our Writer Access brand and web property powers our content creation revenue stream with access to 2000+ expert writers with specific industry experience for writing assignments.

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Content Plan Quality Content ROI Measurement

How to track and measure Content ROI

The content marketing plan becomes the nerve center for ROI measurement.

Table of Contents

Scope of Project

Competitive Research

Customer Research

Keyword Research

SEO Plan

Content Plan

Performance Plan

We start by researching the competition with the free research tools.

Free Research Tools

WordVision.com

SpyFu.com

Compete.com

QuantCast.com

SEOMajestic.com

Raven-SEO-Tools.com

Tools.SEOBook.com

SEOToolSet.com

LinkVendor.com

MarketLeap.com

Competitive intelligence reports helps pinpoint weakness and opportunity.

Content Asset YourSite.com Competitor.comTraffic A C

PPC Spend B A

Content Portfolio B B

Content Authority C B

Publishing Frequency D C

Social Reach F D

Social Conversations F F

Testimonials A F

Partnerships B A

Internal Links C B

Inbound Links C C

SEO Strength A C

SEO Performance B A

Testing Methodology A B

Find the opportunity to capture organic mind share and market share.

SEO Plan

Keyword Universe

Golden Keywords

Keyword Silos

Internal Links

PPC Price

Search Volume

Search Market Share

Create an SEO Plan that balances reader interest with search engine appeal.

Select “golden” keywords for optimization, SEO and ROI goals.

Golden Keywords

150 Keywords

Priority

Weighted

1/3 Top 50-100

1/3 Top 1-50

1/3 Top >100

Keyword Silos

Primary Keywords

Secondary Keywords

Create category maps featuring primary and secondary SEO keywords.

Category Map

Hot Topic

Primary Keywords

Secondary Keywords

Create a Content Plan with the right mix of content assets.

Content Assets

Articles

Courseware

eBooks

Podcasts

Printed Books

Tip Centers

Webinars

Whitepapers

Widgets

WorkBooks

Listen-in to the conversations in the social media sphere to find the hot topics.

Social Research Tools

Search.Twitter.com

Facebook.com/lexicon/

ThunderThimble.com

TechRigy.com

BlogSearch.Google.com

BlogPulse.com

IceRocket.com

TweetDeck.com

Make scoring content for SEO strength easy for all your writers.

Time stamp publishing dates of content for impact and ROI tracking.

MeasuringContent and OrganicROI

Measure ROI in a variety of ways.

Track improved monthly listing positions for content optimization ROI.

Track increased traffic for search performance ROI.

Track repeat visitation for content engagement ROI.

Track increased time-on-site for content stickiness ROI.

Track improved conversion rates for content testing ROI.

Track increased leads from content interaction ROI.

Track increased sales from those leads for actual ROI.

“The only marketing left is content marketing.”

Byron White, ideaLaunch

Chief Idea Officer

Twitter: @ByronWhite

Byron[at]ideaLaunch.com

Phone: 617-227-8800 x 201

ideaLaunch.com/101

Seth Godin