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This is the deck of the speech I did a Search Marketing Day in June 2014 in Warsaw.
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Gianluca Fiorelli - @gfiorelli1
ASSOCIATE
Inbound Marketing
Gianluca Fiorelli - @gfiorelli1
Misunderstandings, facts & strategy
Gianluca Fiorelli - @gfiorelli1 This talk
could be
very fast
Gianluca Fiorelli - @gfiorelli1
Is Inbound
Marketing
the New
SEO?
Gianluca Fiorelli - @gfiorelli1
Gianluca Fiorelli - @gfiorelli1Coffee
Break
Gianluca Fiorelli - @gfiorelli1
Misunderstanding
Gianluca Fiorelli - @gfiorelli1
SEO is not
at the centerof the
Internet
Marketing
universe
Gianluca Fiorelli - @gfiorelli1
As Internet
Marketing is
not at the
center of the
MarketingUniverse
Gianluca Fiorelli - @gfiorelli1
Universe is this big
And SEO is just a point
Gianluca Fiorelli - @gfiorelli1
And it is
influenced
by all the
others
“points”
Gianluca Fiorelli - @gfiorelli1
Semantics
SEOcial
Tech
SEO
News
Local
Search
WPO
Video
SEO
International
SEO
ASO
Link
Building
Gianluca Fiorelli - @gfiorelli1If SEO is all these
things?
Gianluca Fiorelli - @gfiorelli1
How can it be so
arrogant and saying it
governes also Content,
Social…?
Gianluca Fiorelli - @gfiorelli1
TL;DR
SEO is not Inbound
Marketing but an
essential part of it
Gianluca Fiorelli - @gfiorelli1
Let’s start seeing our role in the
proper perspective
Gianluca Fiorelli - @gfiorelli1
Gianluca Fiorelli - @gfiorelli1And this is when
Inbound Marketing
enters on stage
Gianluca Fiorelli - @gfiorelli1
Gianluca Fiorelli - @gfiorelli1
Gianluca Fiorelli - @gfiorelli1
Gianluca Fiorelli - @gfiorelli1
Gianluca Fiorelli - @gfiorelli1
http://moz.com/academy/what-is-inbound
Gianluca Fiorelli - @gfiorelli1
Gianluca Fiorelli - @gfiorelli1
Gianluca Fiorelli - @gfiorelli1
Gianluca Fiorelli - @gfiorelli1
Gianluca Fiorelli - @gfiorelli1
Gianluca Fiorelli - @gfiorelli1
Gianluca Fiorelli - @gfiorelli1
Gianluca Fiorelli - @gfiorelli1
Strategy
Gianluca Fiorelli - @gfiorelli1
Gianluca Fiorelli - @gfiorelli1
Individuate what audience is
following your competitors and you
Facts
Gianluca Fiorelli - @gfiorelli1
Discover insights about your
audience on Twitter
Facts
Gianluca Fiorelli - @gfiorelli1
Discover the composition of
your audience on Facebook
Facts
Gianluca Fiorelli - @gfiorelli1
Discover the composition of
your audience on Facebook
Facts
Gianluca Fiorelli - @gfiorelli1
Literally see your audience
You can use the
Graph API for
retrieving data:
http://itseo.org/FBA
PIGraph
Facts
Gianluca Fiorelli - @gfiorelli1
And where it livesFacts
Gianluca Fiorelli - @gfiorelli1
Gianluca Fiorelli - @gfiorelli1
Facts There is you audience. There is
the language. There are the words
they use (Eugene Schwartz)
NOW! Turn your mind into a Mental Magnet.From 4 pack a day to ZERO, in 4 hoursAnd he hasn’t touched a cigarette in 6 years!
Feels 20 years younger, live 20 years longer.
Gianluca Fiorelli - @gfiorelli1
Facts You can use these tools…
Or these less common tools…Facts
I suggest these too seldomly
considered sources…
Data from real
conversations
Facts
Facts I suggest these too seldomly
considered sources…
Facts I suggest these too seldomly
considered sources…
Facts I suggest these too seldomly
considered sources…
Gianluca Fiorelli - @gfiorelli1
Gianluca Fiorelli - @gfiorelli1
Analyst
Facts
Gianluca Fiorelli - @gfiorelli1
Analyst
Facts
Gianluca Fiorelli - @gfiorelli1
Analyst
Facts
Gianluca Fiorelli - @gfiorelli1
Strategy
Gianluca Fiorelli - @gfiorelli1
Gianluca Fiorelli - @gfiorelli1
Brand Assessment
Content Inventory
Content Audit
Editorial Content
Templates
Standards
Content Management
ContentFacts
Content
Facts
Content
Blog
Charts & Data
Visualization
Widgets
Research & White
Papers
Video
Q&A
Images & Photos
Gianluca Fiorelli - @gfiorelli1
Gianluca Fiorelli - @gfiorelli1
Helps in Competitive
Content Analysis
Facts
Gianluca Fiorelli - @gfiorelli1
Helps in Competitive
Content Analysis
Facts
Gianluca Fiorelli - @gfiorelli1
Helps monitorizing trendsFacts
Wait, WHAT?!?Newsjacking
Gianluca Fiorelli - @gfiorelli1
Tests & Optimizes social
conversations
Facts
Gianluca Fiorelli - @gfiorelli1
Adapts the Tone of Voice to
the Social Networks usedFacts
Gianluca Fiorelli - @gfiorelli1
Helps analyzing how our audience
reacts & engage to our content
Facts
Gianluca Fiorelli - @gfiorelli1
Helps SEO in discovering Influencers
and Influencers’ influencers
Facts
Gianluca Fiorelli - @gfiorelli1
Gianluca Fiorelli - @gfiorelli1
Facts Helps in Competitive
Content Analysis
Gianluca Fiorelli - @gfiorelli1
Facts Helps in Competitive
Content Analysis
Gianluca Fiorelli - @gfiorelli1
Facts Helps in Discovering
Content Ideas
Gianluca Fiorelli - @gfiorelli1
Facts Cooperates with Content in
defining
Gianluca Fiorelli - @gfiorelli1
Facts Cooperates with Content in
defining
Rediscover this
deck by Abby
Covert
http://itseo.org/ontol
ogynerd
Gianluca Fiorelli - @gfiorelli1
Facts Cooperates with Content in
structuring
Rediscover this
post by Aaron
Bradley
http://itseo.org/SEO
Skeptic
Gianluca Fiorelli - @gfiorelli1
Facts Cooperates with Content in
organizing
Creating Content
Hubs
http://itseo.org/pizz
atale
Gianluca Fiorelli - @gfiorelli1
Facts Cooperates with Content in
understanding
Scraping
Forums/Q&A sites
for
discovering content
ideas
Gianluca Fiorelli - @gfiorelli1
Facts Cooperates with Social Media
being more effective
This is SEOcial
http://itseo.org/smtagging
Gianluca Fiorelli - @gfiorelli1
Facts Optimizes for taking advantages
Schema.org and
Vertical Searches
Gianluca Fiorelli - @gfiorelli1
Facts Optimizes for taking advantages
Authorship (and
Authorrank)
Gianluca Fiorelli - @gfiorelli1
Facts Optimizes for taking advantages
Knowledge
Graph
Gianluca Fiorelli - @gfiorelli1
Facts Optimizes for taking advantages
Private Search
(and Google+)
http://itseo.org/gmyan
swer
Gianluca Fiorelli - @gfiorelli1
Facts Optimizes for taking advantages
Pagespeed
http://itseo.org/porten
tspeed
Gianluca Fiorelli - @gfiorelli1
Facts Promotes and places content
Relationship
Marketing &
Outreach
Gianluca Fiorelli - @gfiorelli1
Facts Promotes and places content
Relationship
Marketing &
Outreach.
Discovering
influencers and
influencers’
influencers
Gianluca Fiorelli - @gfiorelli1
Facts ProTip: not competitors’ brands
following you or competitors, are
potential outreach
Gianluca Fiorelli - @gfiorelli1
Facts Creates, Promotes and places
content
Really
Targeted
Outreachhttp://itseo.org/rba
xter
Who are you
targeting?
Identify
influencer
intersect
What Are those
people sharing?
Be there
Gianluca Fiorelli - @gfiorelli1
Gianluca Fiorelli - @gfiorelli1
Facts Few things we should know
Bootstrap > http://itseo.org/bootstrapjs
Google Web Fonts > http://itseo.org/gwebfnt
D3.js > http://d3js.org/
Polymaps > http://polymaps.org/
Craftmap > http://itseo.org/crftmpjs
Scrollorama > http://itseo.org/scrollorm
http://www.slideshare.net/justinrbriggs/technical-hacks-for-content-marketing
+Datavisualization.ch > http://selection.datavisualization.ch/
Gianluca Fiorelli - @gfiorelli1
Gianluca Fiorelli - @gfiorelli1
Gianluca Fiorelli - @gfiorelli1
Gianluca Fiorelli - @gfiorelli1
And SEO is an amazing element of it
Gianluca Fiorelli - @gfiorelli1
Coffee
Break
Gianluca Fiorelli - @gfiorelli1
ASSOCIATE
Inbound Marketing
Gianluca Fiorelli - @gfiorelli1
Misunderstandings, facts & strategy
Soon on Slideshare