www.onetoomanymornings.co.uk

Why inbound marketing matters

• Overlap between disciplines– SEO– Social media– Content

• Develop strong relationships• Create great work• Instead of interrupting,

earn people’s attention

1. Using SEO to enhance natural search

• Natural search accounts for 80% of clicks in SERPs

• Natural search is evolving• Tough competition, especially

from major banks• 27% of site traffic is driven

through search engines…• …yet companies can attract

more than 50% with the right approach

Key actions• Conduct an SEO strategy audit

– Review current capabilities and activities– Create a long-term plan of action

• Focus on link-building– Obtain good quality links– Internal and external linking

• Develop a content marketing strategy– News– Blogging– Social media

Goals• Conduct an SEO strategy audit

– Identify top key phrases, including generic and long-tail– Establish specific goals and actions for SEO development

• Focus on link-building– Improve page authority for target key phrases– Increase targeted traffic to the corporate website

• Develop a content marketing strategy – Produce high-quality, unique content – Attract valuable links and visitors

SEO strategy audit• Identify current strengths, weaknesses and opportunities• Define target key phrases• Establish a roadmap for future actions• Look at six key areas:

Use analytics to evaluate performance• Use a Gap analysis to:

– Potential vs. actual performance

– Identify underperforming keywords

– Set goals and actions

• Use web analytics to identify:– Top search queries– Main entry pages– Traffic to key product pages

On-page SEO considerations

• Structure website and texts based on selected keywords

• Titles – ‘Sing’ for keywords• Meta descriptions – unique

calls-to-action• Header tags – Use h1, h2,

h3 structure accordingly

Focus on link-building• Link-building is a primary factor in natural search development• Good links = ‘vote of confidence’• Need a proactive approach to link-building

Source: SEOMoz, 2011

Halifax vs. Nationwide: ‘mortgages uk’

Analyse inbound links• Evaluate inbound links to website using a back-link analysis• Compare/ benchmark against competitors

Source: Majestic SEO, 2012

Link-building actions

• Back-link analysis – where are competitors getting links?– The volume of links with the appropriate, descriptive anchor text– The quality of the websites the links come from

• Techniques:– Create amazing content (aka ‘linkbait’)– PR and marketing campaign integration– Video marketing – Social media

• Benefit from editorial links• Ensure all links have descriptive anchor text

Internal link-building• Link to target pages within your site using

relevant anchor text

• Control two key factors:1. Tailored anchor text2. Deep page links (not just homepage)

• Main SEO benefits:– Control the flow of link equity – Good anchor text– Relevant alt text on images– Control links

Develop a content marketing strategy

• Don’t just focus on channels – focus on content• Develop strategy and processes around great content• Move towards a ‘Culture of Content’

Source: Altimeter Group, 2012

Identify top content sources• Content options include:

– News– Blogging– Forums– Infographics– Social media channels

• Key benefits:– Raise the brand’s profile in key communities – Attract quality links and visitors– Boost social signals– Build trust and familiarity

A strategic approach to content

Source: Smart Insights, 2012

Overall benefits of using SEO

Establish clear goals, actions and strategy for

SEO

Rank higherfor target

key phrases

Improve click-through

rate and conversion

Increase leads and

sales

Increase visibility across

all search engines

2. Develop social media presence

• Consumers are making decisions in different ways

• Social media is influencing the decision-making

• Consumers rely on their friends, family and peers

The dynamic customer decision journey

Source: Brian Solis

Develop a corporate social website

Evolution of the social corporate website

Actions• Create a social hub

– Establish a social platform within the corporate website– Social channels become extension of the site

• Integrate social media into the website – A two-pronged approach– Keep valuable traffic onsite

• Create tailored social media experiences– Facebook, Twitter, YouTube and Google+ – Develop a compelling mobile experience

Goals• Create a social hub

– Build a social experience within the corporate website– Raise profile of brand’s social media outposts

• Integrate social media into the website – Bring trusted conversations into the website – Increase conversions on key product pages

• Create tailored social media experiences– Build a loyal following on key social channels– Create experiences where customers ‘hang out’

Create a social hub"Social networks are a hub between the company and it's customers"

- Brian Solis

Case study: Dell’s Social hub

• Where can you be found on social channels?– Facebook– Twitter– Blog– Flickr

• Create a ‘social culture’• Clear guidelines for social

media use

Integrate social media into the website

• Customers trust what their peers say• Don’t send customers away from the point of conversion

A two-pronged approach to social networks

Source: Jeremiah Owyang/ Altimeter Group

Social publishing and aggregation

• Include ‘Like’ button on product pages

• Aggregate trusted conversations

• Reach customers at different touch points

• Social sign-on for curated content

The Viral Loop

• Create a ‘virtuous cycle’• Community brings in

visitors• Use social media and

main website together • Don’t put all investment

into social channels

Create tailored social media experiences: Facebook

• Create content that matters

• Consider EdgeRank:– Affinity– Edge weight– Time

• Encourage sharing• Apps = richer experience• Drive traffic to corporate

website

• World’s no. 2 search engine

• Helpful video content• Shareable• Encourage customers

to subscribe • Keep the brand ‘front-

of-mind’

Create tailored social media experiences: YouTube

• Build interest through short updates

• Generate interest in 140 characters

• Engage with others in conversation (i.e. don't just broadcast!)

Create tailored social media experiences: Twitter

• Google+ = SEO + social media

• Take advantage of photos and imagery

• Segment audience with Circles

• ‘Hangout’ with customers and colleagues

Create tailored social media experiences: Google+

• Build interest around images

• Create original content and curate other people’s ideas

• Use boards to build themes around product/ service areas

Create tailored social media experiences: Pinterest

Create a compelling mobile experience• Social media is becoming increasingly mobile• Develop a mobile app• Integrate social media

Link social media with offline marketing• Social media release• QR codes• Push PR and ad spend to work harder

QR codes should driveusers to a mobile environment/ experience

Overall benefits of a corporate social website

A more compelling

social media presence

on-site

Develop relationships

with new and existing customers

Drive quality links and

social signals (improved

SEO)

Raise awareness of the brand

across the social and traditional

web

Summary

• Use SEO to increase visibility in natural search• Link building is an essential SEO tactic• Use content to tell the brand’s story • Establish a social corporate website• Integrate social media into the main website • Develop compelling social experiences in outposts• Use mobile to enhance awareness• Link social media with offline marketing

A unified strategy for search + social dominance

Source: Rand Fishkin/ SEOMoz

Thank you for reading!

Discover more about inbound marketing:

• Blog – www.onetoomanymornings.co.uk• Twitter – www.twitter.com/gavinllewellyn• G+ – www.gplus.to/gavinllewellyn • LI – www.linkedin.com/in/gavinllewellyn • Flickr – www.flickr.com/gavinjllewellyn