SLCSEM Paid Owned & Earned Tactics David Malmborg

SEO1 SEO2 and SEO3Achieving your SEO Goals @DavidMalmborg

@DavidMalmborg

▸1 year at Applebees

▸3 years at CompUSA

▸1 year at Riser Media

▸4 years at SEO.com

▸1 year at Fusion-io

▸ 71 people endorse me on Linked In for the skill “SEO” …BOOM!

Fusion-io Delivers the World's Data Faster

▸ Headquarters in SLC

▸ NYSE – FIO

▸ ~950 Employees

▸ $432.4M in FY13

▸ Apple and Facebook are our largest customers

▸ We sell through HP, Dell, IBM, Cisco, SuperMicro, etc.

Steve Wozniak – Chief Scientist

What Does SEO Mean?

SEO1

Search Engine Optimization

Optimize your Site

On page Uniquely Valuable Keyword Targeted Sharable Structured

On Site Crawlability Navigation and Content Flow

http://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization

SEO1 Goals

▸Make Time

▸Review and Revise your strategy

SEO2

Site Engagement Optimization

Are you comfortable having all your links be rel=“nofollow”?

7 Reasons to Remove "Link Building" from Our Vocabulary

1. Link building isn't a process or goal

2. Google wants to kill "link building" as a process

3. Modern Google is not a link-counting machine

4. Qualifying "good links" doesn't stick

5. Link obsession can hurt relationships

6. Focusing on links leads to missed opportunities

7. Marketers should differentiate their services from spammers

By Carson Ward - http://moz.com/blog/7-reasons-to-remove-link-building-from-vocabulary

True Press Relations

Contributed Article/Guest Blog Posts

• The audience is the true gauge of a good placement, not the link opportunity.

• Pay for placement

Maximize your internal network to write, share, and engage.

SEO2 is Relationships with Site Owners

Buzzstream

▸Accepting Multiple Contributions• Monthly• Quarterly• Open• No

▸Self Submitting options

▸Social/Forum Sites

▸Optimizing Outreach

▸Paid Relationships

SEO3

Social Engagement Optimization

Owned, Earned and Paid Promotion

http://marketingland.com/your-necessary-three-pronged-approach-to-content-promotion-55504 Image courtesy of Jordan Kasteler’s Blog

Owned, Earned and Paid Promotion

Email

“Content marketing should be about taking people down the conversion path. From a business point of view, anything else really is a waste of time.” –Dan Bischoff

http://www.contenthook.com/orvis-case-study/

Create Great

Content

The Content Wheel

Brand Introduction

Conversion

EmailSocial

Site Distribution

Advocacy

Following

The Fusion-io Online Market

The Fusion-io Online Market• Fusion Social Media

The Fusion-io Online Market• Fusion Social Media• Fusion-io Email DB

The Fusion-io Online Market• Fusion Social Media• Fusion-io Email DB• Employee’s Social

Circles

The Fusion-io Online Market• Fusion Social Media• Fusion-io Email DB• Employee’s Social

Circles• Guest Blog Post

The Fusion-io Online Market• Fusion Social Media• Fusion-io Email DB• Employee’s Social

Circles• Guest Blog Post• Paid Social Media

The Fusion-io Online Market• Fusion Social Media• Fusion-io Email DB• Employee’s Social

Circles• Guest Blog Post• Paid Social Media• Paid Blog

Contributions

The Fusion-io Online Market• Fusion Social Media• Fusion-io Email DB• Employee’s Social

Circles• Guest Blog Post• Paid Social Media• Paid Blog

Contributions• Email List Rentals

Two Goals

1) Grow our “Owned” Reach

2) Fill in the Gaps from Search Engine Results

Bringing it all together

Each Lead Has an Activity Line

▸Find the activity patterns in your converted leads

▸Find a way to increase the frequency of that pattern

Thank You

f u s i o n i o . c o m | S A M E P L A N E T. D I F F E R E N T W O R L D .