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Connecting Inbound Marketing for
        Exceptional Returns
How to leverage opportunities for content, blogs, search
and social to work together in your marketing practice




   Rand Fishkin | CEO




                      http://bit.ly/mozedsocialmedia
The Future of Marketing
     is Content
Content Creates Loyalty & Trust




http://thisismadebyhand.com/film/the_knife_maker play 4:45 - 5:45
Content Builds Brands




                                          If this is the future, I better build
                                             a memorable brand that has
                                            positive signals of every kind.


Google’s bias to brands means marketers must invest in their own branding, and
content is, by far, the most cost-effective way to do that.
Content Earns Links & Traffic While You Sleep




                                                           Virtually every link here
                                                              is editorially-given
                                                             because of content
                                                               we’ve produced




https://www.google.com/search?q=seomoz+-site:seomoz.org&tbs=qdr:h (qdr:h at the end
of the query narrows to results from just 1hr)
Content is the Most Rewarding Work in Marketing




Great content makes the Internet a better place, and gives marketers pride in their work.
Content Simultaneously Helps Every Channel


                                       More Long
      Higher                                                      More Brand
                                        Tail SEO
  Conversion Rate                                                  Visibility


  Higher Organic                    CONTENT!                        Stronger Social
 Search Rankings                                                       Following


    More Direct &                  Bigger Fanbase &                More Referring
  Bookmarking Traffic                 Community                        Links




When you invest in content, you build efficiencies and synergies in SEO, referring
links, community, social media, traffic, conversion and even branding.
Search & Social
 Are Already
 Inseparable
Google+’s Network Domination
90mm+ Google Users See Personalized SERPs
Google+ Suggested Users




The “people and pages” results appear to come from participation on G+, high circle counts,
consistent contributions and brand signals
Google+ in Logged-Out Results




Both “people and pages” and +1 counts show for logged-out users.
Google+ Influences Crawling




 Google’s New
“Submit URL” Box
Tweeted URLs Earn Direct Links




Google says they don’t directly count tweets in rankings, but a popular tweet containing a link
earns a lot of re-publishing across the web Google does crawl, index and count.
Facebook Shares in Bing, Too




Through Bing’s partnership/integration with Facebook, results are massively personalized for any
logged-in Facebook user (all 900 million of them)
Google’s DEEP Social Network




                                                                  Whoa. Google really does
                                                                  know everything about you
                                                                     (and your friends).



http://www.google.com/s2/u/0/search/social - the hardest-to-find page in Google
Second-Order Effects
Social Activity Leads to
  Search Rankings
Social Drives Awareness & Branding




Keith Urban’s tweet informed 200 million people prior to President Obama’s speech:
http://blog.socialflow.com/post/5246404319/breaking-bin-laden-visualizing-the-power-of-a-single
Social Drives Queries




Just after the social boom from DSC, the queries for their brand went “meteoric” in Google Trends
Queries Influence Rankings




http://www.seomoz.org/blog/whoa-can-query-volume-directly-influence-rankings
Social Yields Press




via http://stateofthemedia.org/2012/mobile-devices-and-news-consumption-some-good-signs-for-
journalism/what-facebook-and-twitter-mean-for-news/?src=prc-section
Social Yields Links




Via http://www.opensiteexplorer.org/pages?site=www.seomoz.org%2Fblog
A Unified Strategy
For Content, Search &
  Social Dominance
Create Share-
Worthy Content
Create Share-
Worthy Content

                 Share Socially
Create Share-
Worthy Content

                  Share Socially


                 Earn the Social
                 Rankings Boost
Create Share-
Worthy Content

                  Share Socially


                 Earn the Social
                 Rankings Boost


          Get Natural Links
            from Content’s
           Visibility & Value
Create Share-
               Worthy Content

                                 Share Socially


                                Earn the Social
                                Rankings Boost


                         Get Natural Links
                           from Content’s
Earn More Social          Visibility & Value
   Followers
Create Share-
                   Worthy Content

                                     Share Socially


                                    Earn the Social
                                    Rankings Boost
Amplify Network
    Reach                    Get Natural Links
                               from Content’s
    Earn More Social          Visibility & Value
       Followers
Create Share-
                    Worthy Content

More Searchers                        Share Socially
Biased to Seeing
   Your Stuff
                                     Earn the Social
                                     Rankings Boost
Amplify Network
    Reach                     Get Natural Links
                                from Content’s
    Earn More Social           Visibility & Value
        Followers
Create Share-
                    Worthy Content

More Searchers                          Share Socially
Biased to Seeing
   Your Stuff
                      Win the         Earn the Social
                      Internet       Rankings Boost
Amplify Network
    Reach                        Get Natural Links
                                  from Content’s
    Earn More Social             Visibility & Value
        Followers
Let’s Watch It Happen
With a Real Example
Start with Great Content




http://www.dollarshaveclub.com/
Add a Little PR Outreach




http://techcrunch.com/2012/03/06/dollar-shave-club/
Spread Across Social Networks




http://www.facebook.com/DollarShaveClub
Spread Across Social Networks




https://twitter.com/#!/dollarshaveclub
Spread Across Social Networks




http://www.youtube.com/watch?v=ZUG9qYTJMsI
Dominate Personalized Search




https://www.google.com/search?q=shave (while logged in to my account)
Earn Links Like Crazy




The links are too new to show in link tools like OSE/Majestic, but they likely have 10K+ links from
high authority domains in just a few days.
Win the Internet




Via http://sigforum.com/eve/forums/a/tpc/f/320601935/m/2220052382
A Great Case Study for SEO




If DSC had integrated SEO into their viral and social marketing plan, they likely could have earned
rankings across search terms that would continue to send them traffic long after the launch.
Tactics that Work
  In an Integrated,
Inbound Marketing
       World
Content
Tactics
Visuals > Pure Text Content




Just by putting text statistics into visual content, you can earn massive sharing potential
Positive Mentions of Influencers




Via http://www.urbanspoon.com/blogs/52/London.html
Sharing Data & Illuminating Trends




Via http://blog.okcupid.com/index.php/your-looks-and-online-dating/
Good = Not Good Enough




http://www.seomoz.org/blog/great-content-for-seo-simpler-than-you-ever-imagined
Google+
Tactics
Google+ Circles




Google’s “extended circles” mean you influence not only your followers, but their followers, too.
FindPeopleonPlus + Targeted Outreach




http://findpeopleonplus.com – great tool for G+ discovery
Requesting Feedback/Shares by Name




Because a +Name becomes a notification, using them signals G+ users and often results in a follow
Study Ripples to Target Viral Users




                                                                      I shared this; it got lots
                                                                            of re-shares 


By viewing ripples like this one, you can see which influencers resulted in large amounts of shares.
Hot on G+ is a great way to study this: https://plus.google.com/u/1/hot
G+ Also Uses Gmail… Email = Network




Anyone with a Gmail account is automatically included in personalized sharing
Twitter & Facebook
     Tactics
Best Way to Grow Your Network: Share Links




http://danzarrella.com/infographic-5-scientifically-proven-ways-to-get-more-retweets.html
Drive More Social Activity w/ Proper Timing




Via http://www.tweriod.com (I know, terrible name, but cool service)
Don’t Be Shy; Ask for Social Shares




The Science of Retweets (http://danzarrella.com/science-of-retweets.pdf) shows that asking for an
RT does indeed earn them. Sites like http://www.bigdoor.com/features/social-media-integration/
and http://www.paywithatweet.com/ let you gamify the social sharing process.
Be Smart with Social Sharing Buttons




http://wordpress.org/extend/plugins/active-share-by-orangesoda/screenshots/
Integrated
 Tactics
Social Channels to Build Search Demand




In this case, I drove searches directly using a link, but it’s also very possible
Rel Author + Author Authority




Great how-to here: http://www.blindfiveyearold.com/how-to-implement-rel-author
Rich Snippets through Hosted Video Content




Great tutorial: http://www.distilled.net/blog/video/getting-video-results-in-google/
Your
Analytics
                           R
Will Lie
to You.
(unless you’re using
multi-touch attribution)
Multi-Channel
Attribution is
Critical

                                R




    http://www.seomoz.org/blog/tracking-the-roi-of-social-media
Visualizing Visits Through Various Channels




http://www.seomoz.org/blog/why-the-inbound-marketing-funnel-is-essential-whiteboard-friday
Integrated
Inbound Marketing
  Is the Future
News/Media/PR
                                            SEO     Email
        Blogs + Blogging                                    Research/White Papers


                                                                               Infographics
Comment Marketing

                                                                                  Social Networks
 Online Video
                            COMBINE TO WIN                                         Local Portals
                           (focus on just one, and you miss out)
     Forums
                                                                                     Webinars

Social Bookmarking                                                         Word of Mouth

         Direct/Referring Links                                   Podcasting

                                  Type-In Traffic     Q+A Sites
Rand Fishkin | CEO




@randfish
www.seomoz.org/blog
rand@seomoz.org



       http://bit.ly/mozedsocialmedia

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Connecting Inbound Marketing for Exceptional Return, with Rand Fishkin

  • 1. Connecting Inbound Marketing for Exceptional Returns How to leverage opportunities for content, blogs, search and social to work together in your marketing practice Rand Fishkin | CEO http://bit.ly/mozedsocialmedia
  • 2. The Future of Marketing is Content
  • 3. Content Creates Loyalty & Trust http://thisismadebyhand.com/film/the_knife_maker play 4:45 - 5:45
  • 4. Content Builds Brands If this is the future, I better build a memorable brand that has positive signals of every kind. Google’s bias to brands means marketers must invest in their own branding, and content is, by far, the most cost-effective way to do that.
  • 5. Content Earns Links & Traffic While You Sleep Virtually every link here is editorially-given because of content we’ve produced https://www.google.com/search?q=seomoz+-site:seomoz.org&tbs=qdr:h (qdr:h at the end of the query narrows to results from just 1hr)
  • 6. Content is the Most Rewarding Work in Marketing Great content makes the Internet a better place, and gives marketers pride in their work.
  • 7. Content Simultaneously Helps Every Channel More Long Higher More Brand Tail SEO Conversion Rate Visibility Higher Organic CONTENT! Stronger Social Search Rankings Following More Direct & Bigger Fanbase & More Referring Bookmarking Traffic Community Links When you invest in content, you build efficiencies and synergies in SEO, referring links, community, social media, traffic, conversion and even branding.
  • 8. Search & Social Are Already Inseparable
  • 10. 90mm+ Google Users See Personalized SERPs
  • 11. Google+ Suggested Users The “people and pages” results appear to come from participation on G+, high circle counts, consistent contributions and brand signals
  • 12. Google+ in Logged-Out Results Both “people and pages” and +1 counts show for logged-out users.
  • 13. Google+ Influences Crawling Google’s New “Submit URL” Box
  • 14. Tweeted URLs Earn Direct Links Google says they don’t directly count tweets in rankings, but a popular tweet containing a link earns a lot of re-publishing across the web Google does crawl, index and count.
  • 15. Facebook Shares in Bing, Too Through Bing’s partnership/integration with Facebook, results are massively personalized for any logged-in Facebook user (all 900 million of them)
  • 16. Google’s DEEP Social Network Whoa. Google really does know everything about you (and your friends). http://www.google.com/s2/u/0/search/social - the hardest-to-find page in Google
  • 17. Second-Order Effects Social Activity Leads to Search Rankings
  • 18. Social Drives Awareness & Branding Keith Urban’s tweet informed 200 million people prior to President Obama’s speech: http://blog.socialflow.com/post/5246404319/breaking-bin-laden-visualizing-the-power-of-a-single
  • 19. Social Drives Queries Just after the social boom from DSC, the queries for their brand went “meteoric” in Google Trends
  • 21. Social Yields Press via http://stateofthemedia.org/2012/mobile-devices-and-news-consumption-some-good-signs-for- journalism/what-facebook-and-twitter-mean-for-news/?src=prc-section
  • 22. Social Yields Links Via http://www.opensiteexplorer.org/pages?site=www.seomoz.org%2Fblog
  • 23. A Unified Strategy For Content, Search & Social Dominance
  • 26. Create Share- Worthy Content Share Socially Earn the Social Rankings Boost
  • 27. Create Share- Worthy Content Share Socially Earn the Social Rankings Boost Get Natural Links from Content’s Visibility & Value
  • 28. Create Share- Worthy Content Share Socially Earn the Social Rankings Boost Get Natural Links from Content’s Earn More Social Visibility & Value Followers
  • 29. Create Share- Worthy Content Share Socially Earn the Social Rankings Boost Amplify Network Reach Get Natural Links from Content’s Earn More Social Visibility & Value Followers
  • 30. Create Share- Worthy Content More Searchers Share Socially Biased to Seeing Your Stuff Earn the Social Rankings Boost Amplify Network Reach Get Natural Links from Content’s Earn More Social Visibility & Value Followers
  • 31. Create Share- Worthy Content More Searchers Share Socially Biased to Seeing Your Stuff Win the Earn the Social Internet Rankings Boost Amplify Network Reach Get Natural Links from Content’s Earn More Social Visibility & Value Followers
  • 32. Let’s Watch It Happen With a Real Example
  • 33. Start with Great Content http://www.dollarshaveclub.com/
  • 34. Add a Little PR Outreach http://techcrunch.com/2012/03/06/dollar-shave-club/
  • 35. Spread Across Social Networks http://www.facebook.com/DollarShaveClub
  • 36. Spread Across Social Networks https://twitter.com/#!/dollarshaveclub
  • 37. Spread Across Social Networks http://www.youtube.com/watch?v=ZUG9qYTJMsI
  • 39. Earn Links Like Crazy The links are too new to show in link tools like OSE/Majestic, but they likely have 10K+ links from high authority domains in just a few days.
  • 40. Win the Internet Via http://sigforum.com/eve/forums/a/tpc/f/320601935/m/2220052382
  • 41. A Great Case Study for SEO If DSC had integrated SEO into their viral and social marketing plan, they likely could have earned rankings across search terms that would continue to send them traffic long after the launch.
  • 42. Tactics that Work In an Integrated, Inbound Marketing World
  • 44. Visuals > Pure Text Content Just by putting text statistics into visual content, you can earn massive sharing potential
  • 45. Positive Mentions of Influencers Via http://www.urbanspoon.com/blogs/52/London.html
  • 46. Sharing Data & Illuminating Trends Via http://blog.okcupid.com/index.php/your-looks-and-online-dating/
  • 47. Good = Not Good Enough http://www.seomoz.org/blog/great-content-for-seo-simpler-than-you-ever-imagined
  • 49. Google+ Circles Google’s “extended circles” mean you influence not only your followers, but their followers, too.
  • 50. FindPeopleonPlus + Targeted Outreach http://findpeopleonplus.com – great tool for G+ discovery
  • 51. Requesting Feedback/Shares by Name Because a +Name becomes a notification, using them signals G+ users and often results in a follow
  • 52. Study Ripples to Target Viral Users I shared this; it got lots of re-shares  By viewing ripples like this one, you can see which influencers resulted in large amounts of shares. Hot on G+ is a great way to study this: https://plus.google.com/u/1/hot
  • 53. G+ Also Uses Gmail… Email = Network Anyone with a Gmail account is automatically included in personalized sharing
  • 55. Best Way to Grow Your Network: Share Links http://danzarrella.com/infographic-5-scientifically-proven-ways-to-get-more-retweets.html
  • 56. Drive More Social Activity w/ Proper Timing Via http://www.tweriod.com (I know, terrible name, but cool service)
  • 57. Don’t Be Shy; Ask for Social Shares The Science of Retweets (http://danzarrella.com/science-of-retweets.pdf) shows that asking for an RT does indeed earn them. Sites like http://www.bigdoor.com/features/social-media-integration/ and http://www.paywithatweet.com/ let you gamify the social sharing process.
  • 58. Be Smart with Social Sharing Buttons http://wordpress.org/extend/plugins/active-share-by-orangesoda/screenshots/
  • 60. Social Channels to Build Search Demand In this case, I drove searches directly using a link, but it’s also very possible
  • 61. Rel Author + Author Authority Great how-to here: http://www.blindfiveyearold.com/how-to-implement-rel-author
  • 62. Rich Snippets through Hosted Video Content Great tutorial: http://www.distilled.net/blog/video/getting-video-results-in-google/
  • 63. Your Analytics R Will Lie to You. (unless you’re using multi-touch attribution)
  • 64. Multi-Channel Attribution is Critical R http://www.seomoz.org/blog/tracking-the-roi-of-social-media
  • 65. Visualizing Visits Through Various Channels http://www.seomoz.org/blog/why-the-inbound-marketing-funnel-is-essential-whiteboard-friday
  • 67. News/Media/PR SEO Email Blogs + Blogging Research/White Papers Infographics Comment Marketing Social Networks Online Video COMBINE TO WIN Local Portals (focus on just one, and you miss out) Forums Webinars Social Bookmarking Word of Mouth Direct/Referring Links Podcasting Type-In Traffic Q+A Sites
  • 68. Rand Fishkin | CEO @randfish www.seomoz.org/blog rand@seomoz.org http://bit.ly/mozedsocialmedia