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©2013 | BrightEdge Technologies
BRINGING IT ALL TOGETHER – SEARCH & EARNED MEDIA
Based on the case study:
How DigitalRelev...
•  Vice President of Client Solutions and Success for
DigitalRelevance
•  12 years plus digital marketing leadership
exper...
•  SEO Manager at Rackspace Hosting
•  MBA in Marketing from University of Texas at
Austin
•  7 Years online marketing exp...
1.  Eco-system update
2.  Shift to inbound marketing
3.  Impact and evolution
4.  Campaign
5.  Key takeaways
6.  Rise of e...
Marketing ecosystem – Then
Marketing ecosystem - Changes
Marketing ecosystem – Now
The shift to inbound marketing
“…make sure that your site adds value. Provide unique and
relevant content that gives users...
Impact and evolution – Rackspace
On-Page/Technical
SEO Consultant
Content Strategist
Percentage
increase in (not
provided) data in
web analytics
August ‘11-July ‘13
Inbound Marketing – Driving Traffic and Le...
Campaign – Goals, Strategy and Tactics
Strategy
§  On-page relevancy
§  Earned media signals
Goals
§  Increase organic ...
Campaign – Tools
Custom Macros
Campaign – Challenges
IDENTIFYING AUDIENCE &
INITIATING OUTREACH
ORGANIZATIONAL
STRUCTURE
COMPETITORS
Campaign – Process
KEYWORDS &
COMPETITOR
ANALYSIS
CONTENT
CREATION
OUTREACH
&
PLACEMENT
Campaign – Process
COMPETITIVE GAP
ANALYSIS
•  KEYWORD
•  ON-SITE
•  OFF-PAGE
Campaign – Process
MEDIA PRODUCTION
•  CREATE UTILITY
•  BRAND AWARENESS
Campaign – Process
OUTREACH & PLACEMENT
•  TARGETED OUTREACH
•  EARNED MEDIA PLACEMENT
•  PROMOTION
Campaign – Results
Campaign – Results
Campaign – Findings
1
2
3
What’s next for Rackspace?
Continue to expand scope of
SEO engagement to include all
Rackspace product lines
utilizing an ...
Earned media & inbound success
Bringing It All Together - Search & Earned Media - David Whitworth, SEO Manager, Rackspace & Marty Muse, VP of Client Solu...
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Bringing It All Together - Search & Earned Media - David Whitworth, SEO Manager, Rackspace & Marty Muse, VP of Client Solution/Success, DigitalRelevance

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Bringing It All Together - Search & Earned Media - David Whitworth, SEO Manager, Rackspace & Marty Muse, VP of Client Solution/Success, DigitalRelevance

  1. 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. 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. 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. 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. 5. Marketing ecosystem – Then
  6. 6. Marketing ecosystem - Changes
  7. 7. Marketing ecosystem – Now
  8. 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. 9. Impact and evolution – Rackspace On-Page/Technical SEO Consultant Content Strategist
  10. 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. 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. 12. Campaign – Tools Custom Macros
  13. 13. Campaign – Challenges IDENTIFYING AUDIENCE & INITIATING OUTREACH ORGANIZATIONAL STRUCTURE COMPETITORS
  14. 14. Campaign – Process KEYWORDS & COMPETITOR ANALYSIS CONTENT CREATION OUTREACH & PLACEMENT
  15. 15. Campaign – Process COMPETITIVE GAP ANALYSIS •  KEYWORD •  ON-SITE •  OFF-PAGE
  16. 16. Campaign – Process MEDIA PRODUCTION •  CREATE UTILITY •  BRAND AWARENESS
  17. 17. Campaign – Process OUTREACH & PLACEMENT •  TARGETED OUTREACH •  EARNED MEDIA PLACEMENT •  PROMOTION
  18. 18. Campaign – Results
  19. 19. Campaign – Results
  20. 20. Campaign – Findings 1 2 3
  21. 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. 22. Earned media & inbound success

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