1. ©2013 | BrightEdge Technologies
BRINGING IT ALL TOGETHER – SEARCH & EARNED MEDIA
Based on the case study:
How DigitalRelevance and Rackspace increased organic traffic by 212%

2. • Vice President of Client Solutions and Success for
DigitalRelevance
• 12 years plus digital marketing leadership
experience
• Directly responsible for managing multi-million dollar
campaigns for many Fortune 500 clients
Twitter | @MartyAMuse
Email | marty.muse@relevance.com

3. • SEO Manager at Rackspace Hosting
• MBA in Marketing from University of Texas at
Austin
• 7 Years online marketing experience including
SEO, PPC, Email, Social & Product Management
• In-house marketer for a range of Startup to Midsize
to Fortune 50 companies
Twitter | @drwhitworth
Email | david.whitworth@rackspace.com

4. 1. Eco-system update
2. Shift to inbound marketing
3. Impact and evolution
4. Campaign
5. Key takeaways
6. Rise of earned media
Agenda

5. Marketing ecosystem – Then

6. Marketing ecosystem - Changes

7. Marketing ecosystem – Now

8. The shift to inbound marketing
“…make sure that your site adds value. Provide unique and
relevant content that gives users a reason to visit your site first.”
- GOOGLE’S WEBMASTER GUIDELINES
Marketing ecosystem

9. Impact and evolution – Rackspace
On-Page/Technical
SEO Consultant
Content Strategist

10. Percentage
increase in (not
provided) data in
web analytics
August ‘11-July ‘13
Inbound Marketing – Driving Traffic and Leads
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
Month
Aug-­‐11
Sep-­‐11
Oct-­‐11
Nov-­‐11
Dec-­‐11
Jan-­‐12
Feb-­‐12
Mar-­‐12
Apr-­‐12
May-­‐12
Jun-­‐12
Jul-­‐12
Aug-­‐12
Sep-­‐12
Oct-­‐12
Nov-­‐12
Dec-­‐12
Jan-­‐13
Feb-­‐13
Mar-­‐13
Apr-­‐13
May-­‐13
Jun-­‐13
Jul-­‐13
Google Announcement Firefox 14 launches with
defaulted SSL searches

11. Campaign – Goals, Strategy and Tactics
Strategy
§ On-page relevancy
§ Earned media signals
Goals
§ Increase organic traffic
§ Increase brand authority Tactics
§ Leverage earned media
§ Increase social signals
§ Implement content strategy

12. Campaign – Tools
Custom Macros

13. Campaign – Challenges
IDENTIFYING AUDIENCE &
INITIATING OUTREACH
ORGANIZATIONAL
STRUCTURE
COMPETITORS

14. Campaign – Process
KEYWORDS &
COMPETITOR
ANALYSIS
CONTENT
CREATION
OUTREACH
&
PLACEMENT

15. Campaign – Process
COMPETITIVE GAP
ANALYSIS
• KEYWORD
• ON-SITE
• OFF-PAGE

16. Campaign – Process
MEDIA PRODUCTION
• CREATE UTILITY
• BRAND AWARENESS

17. Campaign – Process
OUTREACH & PLACEMENT
• TARGETED OUTREACH
• EARNED MEDIA PLACEMENT
• PROMOTION

18. Campaign – Results

19. Campaign – Results

20. Campaign – Findings
1
2
3

21. What’s next for Rackspace?
Continue to expand scope of
SEO engagement to include all
Rackspace product lines
utilizing an integrated approach
CONTENT
STRATEGY
EARNED
MEDIA

22. Earned media & inbound success