3. 1. Our journey to Inbound
2. Challenges we faced along the way
3. How we transitioned from losing $ to making $
4. How we plan to continue down the road to inbound
AGENDA
7. INBOUND15
Using tools such as SEMrush, Moz and Webmaster Tools we were
able to benchmark these major “road to inbound” KPIs:
– Paid Traffic vs. Non-Paid Traffic
– Top Paid & Non-Paid Converting Keywords
– Keywords Ranked #1-10
– Domain Authority
– External Links
– Total number of Crawl Issues
HOW WE SET A BENCHMARK
9. INBOUND15
We focused on 3 main areas in our audit:
• On-Page SEO
• Broken links, images
• Duplicate titles and metas
• Page load time + MUCH MORE
• Off-Page SEO
• Domain registration with engines
• Business listings in trusted directories
• Active/optimized presence in relevant social sites + MUCH MORE
• Technical/Website SEO
• Links resulting in 404
• 302s vs 301s
• Site Speed
• Browser Compatibility
• Mobile Compatibility + MUCH MORE
AUDIT YOUR DOMAIN
10. INBOUND15
AUDIT YOUR DOMAIN
28% Increase
22.5K
June ‘14
31.5K
Aug ‘15
How we did this:
1. Cleaned out irrelevant
site links/Removed
links to sites with low
domain authority
1. Continued to launch
new content + relevant
links
1. Archived old
content/Old Industry
News Blog
1. Updated all outdated
content
EX: TOTAL EXTERNAL LINKS
1
2 3
4
11. INBOUND15
AUDIT YOUR DOMAIN
June ‘14
Aug ‘15
54% Increase
How we did this:
1. Launched new
blog/New content
marketing
plan/optimization
strategy
2. Lost credit for Old
Industry News content
that was retired
3. Properly archived older
content regaining credit
EX: TOTAL LINKS
1 2 3
16. INBOUND15
EX: “WHY SWITCH TO VOIP – 4 SIMPLE REASONS”
Launched + Promoted Post Reoptimized Post – All Organic Traffic
123% Increase in Traffic
last 5 months vs. ALL of 2014
July 2013 March 2015
18. INBOUND15
How did we do this?
1. Conducted new KW research
2. Included new target KWs in post titles and headers
3. Evaluated what other content we’re up against & updated meta descriptions using that intel
4. Improved quality of content wherever possible
5. Swapped images for fresher images
6. Added quotes and new data when possible
7. Added new internal and external links to fresher, more relevant content
8. Made conscious decisions on when to avoid updating URLs
OUR RECIPE
20. INBOUND15
OPTIMIZE THE PAST – WHERE TO START?
Identify top-viewed old posts that are still relevant today
Do your “keyword” research – are those terms being searched today? Are there new
ones?
Optimize your post using SEO best practices and be sure to build a target conversion
goal into the post.
Track everything!
22. INBOUND15
Why we started:
• Anecdotal evidence social conversation from amplification supplements organic efforts
• Low-cost way to build brand awareness and drive traffic to key blog posts and content pages
Where we focus:
• Facebook – Focus on small business
• Twitter - Large following, active competitors, large audience
• Taboola - B2B targeting through Bombora
• Very few others…Use LinkedIn sparingly due to high cost/mostly only for key executive thought leadership
What we spend:
• Started at about $3,500/mo.
• Currently trending approx. $10K/mo.
CONTENT AMPLIFICATION
25. INBOUND15
HOUSEKEEPING – TOP 5 CHECKLIST
1. Track potential penalties and schedule a routine audit to your inbox
2. Keep old content clean…consistently update
3. Create a plan for adding new assets to your site (Image size is a big deal)
4. Always test new pages on your mobile device and audit your mobile page authority
5. Have a plan of attack with your team when issues arise
26. INBOUND15
TOTAL CRAWL ISSUES YTD
7454 7327
6857
6462
4499 4414
4162
3822
0
1000
2000
3000
4000
5000
6000
7000
8000
Jan Feb Mar Apr May June July Aug
Total Crawl Issues
Decreased Issues
Over 50% in 8 Mo
27. INBOUND15
Other sources we found helpful:
• Google Trends
• Screaming Frog
• SpyFu
• SearchEngineWatch.com
• ClickZ
• Jeff Bullus
TOOLS WE USED
30. INBOUND15
20+% of Total Traffic to F.com
50+% of Paid Search + Organic Traffic is Mobile
44% Increase in Mobile Lead Conversions YOY
How have we prepared for this?
• 100% responsive web site
• Mobile chat capabilities with our sales teams
• Optimized images for increased mobile page speed
HOW MOBILE HAS IMPACTED TRAFFIC YTD
31. INBOUND15
1. Mobile Searches will surpass desktop in 2016
2. Voice Search will be on the rise in 2016
3. Mobile will account for 72% of US digital ad spend by 2019
1. 50% Increase in Mobile Conversions YOY for Fonality.com
MOBILE PREDICTIONS FOR
2016
33. #INBOUND15
57%
With HubSpot’s platform at our
fingertips, Fonality’s average sales
cycle dropped by
How did we get here?
And conversion of leads increased by
12%
34. INBOUND15
Driven to Fonality.com from organic search
Downloaded “4 Fears” eBook
Enrolled in eBook Download Nurture Workflow
New
Lead
Journe
y
Clicked Thru 1st Nurture eMail
Opened 2nd Nurture eMail
Visits F.com/Chats with Sales
Team
Opened 3rd/Final Nurture eMail
AwarenessEvaluationPurchase
10
Day
Cycle
35. INBOUND15
YOY Traffic Wins
• 12% - Total Site Visits
• 9% - Organic Search
• 86% - Paid Search
• 34% - Display Advertising
• 46% - Social Media
• 108% - eNewsletters
SUCCESSES & WHERE WE’RE FOCUSED
Focus
• Improve Conversion Rate
• Improve Quality of Leads
• Further Education and Efforts w/HS
37. INBOUND15
1. Audit what you're working with first! Know what penalties are working against new
inbound efforts
2. Focus heavily on optimization for KWs and LPs that were driving our paid CPL up
3. Optimize the Past (Old Blog Posts and White Papers)
4. Amplify new content on social, Taboola and Outbrain
5. Keep your house clean - Limit your outbound links and focus on linking to high domain
authority sites for example
6. Didn’t forget the mobile experience!
6 FACTORS TO CONSIDER