5 steps for building
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Transcript of 5 steps for building
#sherpawebinar
Join the conversation
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Sept. 13, 2012
Five Steps for Building Links that Improve Search Results
Sponsored by:
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• Daniel Burstein, Director of Editorial Content MECLABS/MarketingSherpa Twitter: @DanielBurstein
• Alex Dunks, Manager, Business Development Webmarketing123 Twitter: @acdunks
Introductions
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Join the conversation
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MarketingSherpa is a research and publishing organization serving the marketing community
• MarketingSherpa’s annual research cycle provides knowledge for continuous marketing improvement
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• We surveyed over 3,000 marketers focused on lead generation to uncover:
• Top challenges• Best marketing tactics• Lead scoring, nurturing and management• Content strategies• Marketing automation• Marketing analysis• Marketing operations and metrics
• Result of this research – MarketingSherpa’s FUEL methodology to power marketing effectiveness from lead generation to sales conversion
Research Background
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Laying a strong foundation
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•According to MarketingSherpa research, 94% of inbound marketers list SEO as most valuable lead source
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Laying a strong foundation
• MarketingSherpa research also indicates 33% of B2B marketers find external link building to be a very difficult tactic for capturing SEO leads
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• What best defines your organization’s top goal?• Lead generation• eCommerce• Brand awareness• Supporting a cause (non-profit)• Consulting (Agency)
Poll
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Building Links that Improve Search Results
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Laying a Strong FoundationDo You Have Tracking in Place?Links as Diverse as Your KeywordsTailor Your Content StrategyThree-Month Game Plan
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Laying a strong foundation
• Keyword Selection
• Keyword Mapping
• Keyword Benchmarking
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Laying a Strong Foundation
Keyword Selection
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Laying a Strong Foundation
Keyword Selection
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Laying a Strong Foundation
Keyword Selection• Introducer• Influencer• Closer
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Laying a Strong Foundation
Keyword Selection• Purchase Process
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Laying a Strong Foundation
Keyword Selection• Portfolio
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Laying a Strong Foundation
Keyword Selection• Competition/Conversion
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Laying a Strong Foundation
Keyword Selection• Measure Demand
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Laying a Strong Foundation
Keyword Selection• Evaluate Trends
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Laying a Strong Foundation
Keyword Mapping
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Laying a Strong Foundation
Keyword Benchmarking• Organic Traffic
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Building Links that Improve Search Results
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Laying a Strong FoundationDo You Have Tracking in Place?Links as Diverse as Your KeywordsTailor Your Content StrategyThree-Month Game Plan
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• Yes• No• Only on an aggregated level
Do you track individual organic keyword conversion rates?
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Do You Have Tracking in Place?
Keyword Tracking• Landing Pages• Analytics
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Do You Have Tracking in Place?
Keyword Tracking• Evaluate Success
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Building Links that Improve Search Results
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Laying a Strong FoundationDo You Have Tracking in Place?Links as Diverse as Your KeywordsTailor Your Content StrategyThree-Month Game Plan
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Links as Diverse as Your Keywords
Seek Diversity• External/Internal
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Links As Diverse as Your Keywords
Seek Diversity• Link Profiles
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Links As Diverse as Your Keywords
Seek Diversity• Evaluate Risk
#sherpawebinar
Building Links that Improve Search Results
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Laying a Strong FoundationDo You Have Tracking in Place?Links as Diverse as Your KeywordsTailor Your Content StrategyThree-Month Game Plan
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Tailor Your Content Strategy
Inventory Content• Existing• Future
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Tailor Your Content Strategy
Evaluate Content• Suitability
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Tailor Your Content Strategy
Evaluate Content• Syndication
#sherpawebinar
Building Links that Improve Search Results
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Laying a Strong FoundationDo You Have Tracking in Place?Links as Diverse as Your KeywordsTailor Your Content StrategyThree-Month Game Plan
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Three-Month Game Plan
1. Low Hanging Fruit
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Three-Month Game Plan
1. Low Hanging Fruit2. Press Releases
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Three-Month Game Plan
1. Low Hanging Fruit2. Press Releases3. Images & Alt Text
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Three-Month Game Plan
1. Low Hanging Fruit2. Press Releases3. Images & Alt Text4. Guest Blogging
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Three-Month Game Plan
1. Low Hanging Fruit2. Press Releases3. Images & Alt Text4. Guest Blogging5. Relevant Directories
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Three-Month Game Plan
1. Low Hanging Fruit2. Press Releases3. Images & Alt Text4. Guest Blogging5. Relevant Directories6. Social
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Three-Month Game Plan
Social /Google• Influences Search• Earn Links
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Three-Month Game Plan
Social/Bing • Influence Search• Earn Links
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MECLABS.com/aquent100
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• Low hanging fruit
• Press Releases
• Images
• Guest Blogging
• Relevant Directories
• Social
Three-Month Game Plan
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Key Takeaways
• Use diversity as a guiding principle for keyword strategy, link sources, and your overall link profile.
• Leverage your existing collateral and empower your team to generate more unique, high quality & share-worthy content.
• Don’t waste effort. Lay a foundation by establishing the right keyword list and checking your goal-tracking.
#sherpawebinar
• Daniel Burstein, Director of Editorial Content MECLABS/MarketingSherpa Twitter: @DanielBurstein
• Alex Dunks, Manager, Business Development Webmarketing123 Twitter: @acdunks
Introductions