The SEO / search marketing sector is a highly competitive field. For newbies, it can be intimidating and can sometimes give you this feeling that you will not be able to cope up. However, rather than trying to be a master of everything, one way is to find a segment in the value chain. A niche where you can be good at. Sharing with you my short journey in this space. I hope you will find yours soon and let us keep in touch. :) This presentation was shared in Peepcon last March 28, 2015 at The Heritage Hotel Manila.

1. FINDING YOUR NICHE
IN SEO
JANETTE TORAL
Digitalfilipino.com

2. I LOVE SEO
COMPETITIVE
DYNAMIC
FIERCE

3. BLOGGERS – IMPORTANT TO SEO
• Have a voice
• Build influence
• Expand network
• Earn online
• Fairness wins
• Gain recognition
• Mainstream
• Change agent
• Social media mastery
• Relevance

4. REACHING OUT TO BLOGGERS
• Work with bloggers
• Direct
• Through blog network
• Through blogger contractor
• Blog network / advertising
• Nuffnang
• Google Adwords
• Project Wonderful

5. Bloggers as
content
publishers.
DigitalFilipino
Club
members as
advertisers
Blogger
management.
Advertiser
pitches.
Recruitment.
Coordinator
Presence in
social
networking
Professional
bloggers.
Honors non-
disclosure.
No contractor
relationship
with bloggers.
No minimum
payout
required.
Blog Network Operations Business Model Canvas
One-on-one.
Social network.
Events.
E-mail.
Website.
Mobile.
Bloggers wanting
to monetize their
blog.
Advertisers
wanting exposure
in blogs without
handling one-on-
one relationship.
Clients want to
repair online
reputation.
Telecommunication cost.
Payout fees.
Marketing to advertisers and bloggers.
Commission fee per
blog post done.
Coordinator fee.

7. Differentiate

8. Build trust

9. Blogging income is not sustainable

10. From Blue Ocean to Red Ocean
• More service providers /
COMPETITORS
• Lateral (PR, Advertising, Technical)
• Within industry (bloggers, social
media specialists).
• Customers (who become bloggers)

11. WHERE ARE YOU IN THE VALUE
CHAIN?

12. FIND YOUR NICHE IN SEO –
YOUR Competitive Advantage
Needs seeking
benefits
at acceptable prices
Assets and
utilization
Assets and
utilization
Cost differentials
CUSTOMERS
COMPETITORCOMPETITOR
What is your
differentiation?
Operate at lower cost?
Have greater profit?

13. Membership Competition Recognition
Online Lead Generation Network
• Event launch
• Invite content creators.
• Sign agreement
• Brief on campaign.
• Disseminate lead form
code.
• Disseminate
materials.
• Monitor entries.
• Verify and validate
leads.
• Update leaderboard.
• Announce “round” top
players.
• Organize recognition
event.
• Give recognition rewards.
Process concept by Janette Toral.

14. SEO Lead Generators Blue Ocean
• Raise – Focus on “conversion” and lead
nurturing.
• Create – Lead generation networks /
communities.
• Reduce – Reliance on “bloggers” to
increase value.
• Eliminate – One-time income.

15. TRACK YOUR PERFORMANCE.

16. NEWBIES,
DON’T LOSE
HEART. FIND YOUR
NICHE. OWN IT.
DOMINATE IT.

18. Twi$er:
@digitalfilipino
0917-­‐4490011
Facebook:
jane$ectoral

19. http://digitalfilipino.com/ecom
http://digitalfilipino.com/influence