© BetterManagement 2005
THE BLOG AS SEO STRATEGYTHE BLOG AS SEO STRATEGY
Chas MartinDirector of CommunicationBetterManagement
© BetterManagement 2005
Primary Site = Education/Marketing Portal
© BetterManagement 2005
Email is Primary Return Visit Driver
Email distribution 199,000 subscribers
Opt in rate for special promotions 39%
© BetterManagement 2005
Situation
Dependent on email communications
INBOX study cited declining email deliverability
In 2003, 18% failed to reach the targeted inbox
In 2004, that number rose to 24%
Instant Messaging, Alerts, RSS and Blogs were identified by INBOX as potential replacements for email activities
© BetterManagement 2005
Rising Cost of Pay Per Click
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cks
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PPC Clicks
PPC Spend
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PPC Clicks
PPC Spend
© BetterManagement 2005
Management Embraces Blog !Management Embraces Blog !
• Liability• Resources• Control
• Liability• Resources• Control
Brand: • Leadership• Innovation
Brand: • Leadership• Innovation
Reality:• Declining Email trends• Rising keyword CPC
Reality:• Declining Email trends• Rising keyword CPC
© BetterManagement 2005
The BreakthroughThe Breakthrough
Position blog as SEO Strategy
© BetterManagement 2005
Extend the Primary Site Reach
© BetterManagement 2005
Blog Rationale
Keywords on steroids
Leverage critical SEO friendly pages/words on primary site for increased search engine ranking of both BMC and the blog URLs.
Frequent references content on the primary site and as partner sites.
Add RSS feeds to Blog and Primary Site.
© BetterManagement 2005
content,
© BetterManagement 2005
© BetterManagement 2005
© BetterManagement 2005
Management Strategy
Hire former editor / producer to host/post Provide editor with keyword list Coordinate topics and entries prior to posting Integrate with key word buys Establish “Rules of Emblogment” Give editor freedom to evaluate comments Distance BetterManagement as sponsor – Connect URL: http://blog.bettermanagement.com
© BetterManagement 2005
Promotion
Blog keyword buy = .05% of total keyword buy
Add links to Primary Site
Reference through Primary Site newsletters
Promote blog through annual conference
Promote thyself via blog roll and press contacts
© BetterManagement 2005
Results
Stats to come