Search & Earned Media | Brightedge Share 2013 Conference

©2013 | BrightEdge Technologies

BRINGING IT ALL TOGETHER – SEARCH & EARNED MEDIABased 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 | @MartyAMuseEmail | 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 | @drwhitworthEmail | 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

Month

Aug-11Sep-11Oct-11

Nov-11Dec-11Jan-12Feb-12

Mar-12

Apr-12

May-12Jun-12Jul-12

Aug-12Sep-12Oct-12

Nov-12Dec-12Jan-13Feb-13

Mar-13

Apr-13

May-13Jun-13Jul-13

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

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

ANALYSISCONTENT 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