This is the deck of the speech I did a Search Marketing Day in June 2014 in Warsaw.

1. Gianluca Fiorelli - @gfiorelli1
ASSOCIATE
Inbound Marketing
Gianluca Fiorelli - @gfiorelli1
Misunderstandings, facts & strategy

2. Gianluca Fiorelli - @gfiorelli1 This talk
could be
very fast

3. Gianluca Fiorelli - @gfiorelli1
Is Inbound
Marketing
the New
SEO?

4. Gianluca Fiorelli - @gfiorelli1

5. Gianluca Fiorelli - @gfiorelli1
Coffee
Break

6. Gianluca Fiorelli - @gfiorelli1
Misunderstanding

7. Gianluca Fiorelli - @gfiorelli1
SEO is not
at the center
of the
Internet
Marketing
universe

8. Gianluca Fiorelli - @gfiorelli1
As Internet
Marketing is
not at the
center of the
Marketing
Universe

9. Gianluca Fiorelli - @gfiorelli1
Universe is this big
And SEO is just a point

10. Gianluca Fiorelli - @gfiorelli1
And it is
influenced
by all the
others
“points”

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Semantics
SEOcial
Tech
SEO
News
Local
Search
WPO
Video
SEO
International
SEO
ASO
Link
Building

12. Gianluca Fiorelli - @gfiorelli1
If SEO is all these
things?

13. Gianluca Fiorelli - @gfiorelli1
How can it be so
arrogant and saying it
governes also Content,
Social…?

14. Gianluca Fiorelli - @gfiorelli1
TL;DR
SEO is not Inbound
Marketing but an
essential part of it

15. Gianluca Fiorelli - @gfiorelli1
Let’s start seeing our role in the
proper perspective

16. Gianluca Fiorelli - @gfiorelli1

17. Gianluca Fiorelli - @gfiorelli1And this is when
Inbound Marketing
enters on stage

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19. Gianluca Fiorelli - @gfiorelli1

20. Gianluca Fiorelli - @gfiorelli1

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22. Gianluca Fiorelli - @gfiorelli1
http://moz.com/academy/what-is-inbound

23. Gianluca Fiorelli - @gfiorelli1

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26. Gianluca Fiorelli - @gfiorelli1

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29. Gianluca Fiorelli - @gfiorelli1

30. Gianluca Fiorelli - @gfiorelli1
Strategy

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32. Gianluca Fiorelli - @gfiorelli1
Individuate what audience is
following your competitors and you
Facts

33. Gianluca Fiorelli - @gfiorelli1
Discover insights about your
audience on Twitter
Facts

34. Gianluca Fiorelli - @gfiorelli1
Discover the composition of
your audience on Facebook
Facts

35. Gianluca Fiorelli - @gfiorelli1
Discover the composition of
your audience on Facebook
Facts

36. Gianluca Fiorelli - @gfiorelli1
Literally see your audience
You can use the
Graph API for
retrieving data:
http://itseo.org/FBA
PIGraph
Facts

37. Gianluca Fiorelli - @gfiorelli1
And where it livesFacts

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39. Gianluca Fiorelli - @gfiorelli1
Facts There is you audience. There is
the language. There are the words
they use (Eugene Schwartz)
NOW! Turn your mind into a
Mental Magnet.
From 4 pack a day to
ZERO, in 4 hours
And he hasn’t touched a cigarette in
6 years!
Feels 20 years younger, live 20 years longer.

40. Gianluca Fiorelli - @gfiorelli1
Facts You can use these tools…

41. Or these less common tools…Facts

42. I suggest these too seldomly
considered sources…
Data from real
conversations
Facts

43. Facts I suggest these too seldomly
considered sources…

44. Facts I suggest these too seldomly
considered sources…

45. Facts I suggest these too seldomly
considered sources…

46. Gianluca Fiorelli - @gfiorelli1

47. Gianluca Fiorelli - @gfiorelli1
Analyst
Facts

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Analyst
Facts

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Analyst
Facts

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Strategy

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52. Gianluca Fiorelli - @gfiorelli1

53. Brand Assessment
Content Inventory
Content Audit
Editorial Content
Templates
Standards
Content Management
ContentFacts

54. Content
Facts
Content
Email
Blog
Charts &
Data
Visualization
Widgets
Research &
White
Papers
Video
Q&A
Images &
Photos

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Helps in Competitive
Content Analysis
Facts

57. Gianluca Fiorelli - @gfiorelli1
Helps in Competitive
Content Analysis
Facts

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Helps monitorizing trendsFacts
Wait, WHAT?!?
Newsjacking

59. Gianluca Fiorelli - @gfiorelli1
Tests & Optimizes social
conversations
Facts

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Adapts the Tone of Voice to
the Social Networks used
Facts

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Helps analyzing how our audience
reacts & engage to our content
Facts

62. Gianluca Fiorelli - @gfiorelli1
Helps SEO in discovering Influencers
and Influencers’ influencers
Facts

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64. Gianluca Fiorelli - @gfiorelli1
Facts Helps in Competitive
Content Analysis

65. Gianluca Fiorelli - @gfiorelli1
Facts Helps in Competitive
Content Analysis

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Facts Helps in Discovering
Content Ideas

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Facts Cooperates with Content in
defining

68. Gianluca Fiorelli - @gfiorelli1
Facts Cooperates with Content in
defining
Rediscover this
deck by Abby
Covert
http://itseo.org/ontol
ogynerd

69. Gianluca Fiorelli - @gfiorelli1
Facts Cooperates with Content in
structuring
Rediscover this
post by Aaron
Bradley
http://itseo.org/SEO
Skeptic

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Facts Cooperates with Content in
organizing
Creating Content
Hubs
http://itseo.org/pizz
atale

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Facts Cooperates with Content in
understanding
Scraping
Forums/Q&A sites
for
discovering content
ideas

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Facts Cooperates with Social Media
being more effective
This is SEOcial
http://itseo.org/smtagging

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Facts Optimizes for taking advantages
Schema.org and
Vertical Searches

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Facts Optimizes for taking advantages
Authorship (and
Authorrank)

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Facts Optimizes for taking advantages
Knowledge
Graph

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Facts Optimizes for taking advantages
Private Search
(and Google+)
http://itseo.org/gmyan
swer

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Facts Optimizes for taking advantages
Pagespeed
http://itseo.org/porten
tspeed

78. Gianluca Fiorelli - @gfiorelli1
Facts Promotes and places content
Relationship
Marketing &
Outreach

79. Gianluca Fiorelli - @gfiorelli1
Facts Promotes and places content
Relationship
Marketing &
Outreach.
Discovering
influencers and
influencers’
influencers

80. Gianluca Fiorelli - @gfiorelli1
Facts ProTip: not competitors’ brands
following you or competitors, are
potential outreach

81. Gianluca Fiorelli - @gfiorelli1
Facts Creates, Promotes and places
content
Really
Targeted
Outreach
http://itseo.org/rba
xter
Who are
you
targeting?
Identify
influencer
intersect
What Are
those
people
sharing?
Be there

82. Gianluca Fiorelli - @gfiorelli1

83. Gianluca Fiorelli - @gfiorelli1
Facts Few things we should know
Bootstrap > http://itseo.org/bootstrapjs
Google Web Fonts > http://itseo.org/gwebfnt
D3.js > http://d3js.org/
Polymaps > http://polymaps.org/
Craftmap > http://itseo.org/crftmpjs
Scrollorama > http://itseo.org/scrollorm
http://www.slideshare.net/justinrbriggs/technical-hacks-for-content-marketing
+Datavisualization.ch >
http://selection.datavisualization.ch/

84. Gianluca Fiorelli - @gfiorelli1

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87. Gianluca Fiorelli - @gfiorelli1
And SEO is an amazing element of it

88. Gianluca Fiorelli - @gfiorelli1
Coffee
Break

89. Gianluca Fiorelli - @gfiorelli1
ASSOCIATE
Inbound Marketing
Gianluca Fiorelli - @gfiorelli1
Misunderstandings, facts & strategy
Soon on Slideshare