Why Blogging is Your #1 Search Marketing Tool
42
Please submit all questions using the questions tab on your GoToWebinar interface.
-
Upload
compendium -
Category
Technology
-
view
1.248 -
download
0
description
Transcript of Why Blogging is Your #1 Search Marketing Tool
Please submit all questions using the questions tab on your GoToWebinar
interface.
Why Blogging is Your #1 Search Marketing Tool
Chris BaggottCo-Founder and CEO
Compendium Blogware
Source: Pew Internet & American Life Project *Not online
As Much As 80% of all web interactions begin with search
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Sear
ch
Audio/
Video
Insta
nt M
essa
ge
Text
Mes
sage
*
Socia
l
Networ
king
Website SEO PPC Campaigns
0
1,000’s
Keyword Phrases Targeted
Search Strategies
Do you want Blogs to drive search traffic?
The Myth of Blog Readership
Who’s Successful?
77% of Business Not Thrilled!
“Most Web surfers don’t even realize theyare reading blogs. The distinction betweenblogs and mainstream media is blurringrapidly.” — David L. Sifry, founder and chairman,Technorati, April 2007
“-it is not always clear or relevant to the end user whether a particular destination is a blog….” eMarketer 2008
The Blog Realities
Blogging For Search
Don’t Fight It:
“Organic Search Traffic is the most critical metric I track.”
Kelly Feller Social Media Manager - Intel
“Relevance means keeping to a topic, helping the search engine understand what your site is about and, ideally, about one thing in particular.”
Vanessa Fox: Search Engine Land
• Titles• Keywords • Recent/Frequency• Links• Blog Volume• Relevance
Why Blogging works for SEO
“By far the most important piece of writing you’ll do on any given page is your page title. Search engines consider your page title to be very indicative of what can be found on the page.
SEO Expert: Steven Bradley
“Burn the thesaurus. Think about the words that people use to find you.”
“Then, as a revolutionary new internet marketing strategy, actually write those words in your copy.
You'll get more traffic.
You'll get more sales/leads/whatever. “Ian Lurie: Conversation Marketing
Keywords
"Think about what people are going to type...and talk about that"Matt Cutts: Google
3,000,000 Searches/ 200 Terms
Beware of
Stuffing
Recency/Frequency
Measure the Competition
Recency/Frequency
Ian Lurie’s rule of thumb: Web Marketing All-in-One Desk Reference For Dummies
<10,000 competing pages: Write once a week.10,001-100,000 competing pages: Write twice a week.100,001-200,000 competing pages: Write three times a week.200,001-2,000,000 competing pages: Write every day.
You can’t have Too Much content!
You can’t be Too Frequent
Volume/Traffic Correlation
Links
I believe credibility in the content creation tactic is the key driving force for securing links.
Link Expert: Debra Mastaler.
Blog Volume
Blog Volume
BJ Details: 200 Active Clients Analyzed, February 20, 2009. On average, a client with 400 keyword blogs will see 894% more traffic than a client with 25 keyword blogs.
Certain Software Blogging Program
Case Studies
Traffic
Visitor Trending
Lifetime of Blog Program
PPC vs. Blog
Lifetime of Blog Program
Return on Investment for 2008:
240%
UK Based: Bowland Solutions
Bowland Solutions’ Program• 22 Keywords• 3 Bloggers
Visitor Trending
Traffic
Palisade Corporation
Visitor Trending
Traffic
Palisade Blog Program:• 26 Keyword Blogs• 4 Bloggers
Footwear Etc
Visitor Trending
Traffic
Footwear Etc Program
• 20 Keywords• 5 Bloggers
CVENT
CVENT Program• 196 Keywords
Visitor Trending
Traffic
ROI
Exact TargetRoto-Rooter Local
Judging Relevance
Is the searcher happy?
Hilary Lee: Fairytale Brownies
• 7272 Total blog visits
• 939 Conversions 13%
• Avg. of 6.41 pages viewed
• Avg. time on site was 6 minutes
• 30.3% Bounce Rate
• 110 Orders
• 183 sold items
• $5600 in sales
• AOV of $54.00
• 130 Total catalog requests
Why Blogging is Your #1 Search Marketing Tool
• Titles• Keywords • Recent/Frequent• Links• Blog Volume• Relevance
