Bringing It All Together - Search & Earned Media - David Whitworth, SEO Manager, Rackspace &...

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©2013 | BrightEdge Technologies

BRINGING IT ALL TOGETHER – SEARCH & EARNED MEDIA Based on the case study: How DigitalRelevance and Rackspace increased organic traffic by 212%

•  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

•  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

1.  Eco-system update

2.  Shift to inbound marketing

3.  Impact and evolution

4.  Campaign

5.  Key takeaways

6.  Rise of earned media

Agenda

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 a reason to visit your site first.”

- GOOGLE’S WEBMASTER GUIDELINES

Marketing ecosystem

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 Leads

0.0%  

10.0%  

20.0%  

30.0%  

40.0%  

50.0%  

60.0%  

70.0%  

80.0%  

Mon

th  

Aug-­‐11  

Sep-­‐11  

Oct-­‐11  

Nov-­‐11  

Dec-­‐11

 

Jan-­‐12  

Feb-­‐12  

Mar-­‐12  

Apr-­‐12  

May-­‐12  

Jun-­‐12  

Jul-­‐1

2  

Aug-­‐12  

Sep-­‐12  

Oct-­‐12  

Nov-­‐12  

Dec-­‐12

 

Jan-­‐13  

Feb-­‐13  

Mar-­‐13  

Apr-­‐13  

May-­‐13  

Jun-­‐13  

Jul-­‐1

3  

Google Announcement Firefox 14 launches with defaulted SSL searches

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

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 integrated approach

CONTENT STRATEGY

EARNED MEDIA

Earned media & inbound success