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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 | [email protected]
• 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 | [email protected]
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
