growing your digital audience – and profits using seo to build your email list and your business...

Growing Your Digital Audience – and Profits

Using SEO to Build Your Email List and Your Business

Ed Coburn

SVP & Lead ConsultantMequoda Group

The Mequoda Method

WEB (4) & SOCIAL (5) Portal, Directory, Calendar,

Display Network & SocialTOURS

FREEBIE GUIDES

EMAIL (5)Daily, Weekly,

Spotlights, Freebies & Extras

MAGAZINE (4) & LIBRARY Audited: Print & PDF; Native: HTML & Apple

COURSES

BOOKS & VIDEOS

Attract

Convert

Engage

Monetize

Green Gardens Case Study24 Platforms

ACEM MetricsYou get what you measure

Attract – Google Visibility Index

Convert – Email Capture Rate

Engage – Email Retention Rate

Monetize – Revenue Per Subscriber

4 ACEM Metrics

Event Buyers Magazine Subscribers

Email Subscribers

Portal Visitors

Publisher’s Pyramid

• Website traffic is mostly “one and done”

• Email gives more control:– Timing– Messaging– “Ownership” of list

Why Email?

Attracting Traffic with SEO

Content

•Quality

•Research

•Keywords

•Engagement

•Freshness

http://searchengineland.com/seotable

HTML

•<Title> Tags

•Description

•Header Tags

•Data Structure

Architecture

•Crawlability

•Duplication

•Site Speed

•Descriptive URLs

“On-the-Page” SEO Success Factors

“Off-the-Page” SEO Success Factors

Link Building

•Link Quality

•Anchor Text

•Link Quantity

Social

•Reputation

•Shares

http://searchengineland.com/seotable

Trust

•Authority Signals

•Site History

Personalization

•Country

•Region

•Signed-In/Preferences

•Social Influence

Research Your Keyword

Universe

• Content• Keywords• Site architecture• Competitor or affiliate?

Exploring Online Environment

Perennials

Annuals

Bulbs

Shrubs

Gardening

House Plants

Viburnum

Hardy Geraniums

ClematisDaylilies

Coneflowers

Chrysanthemum

Zinnias

Pansies

Marigolds

Geraniums

Begonias

Tulips

Hyacinths

Dahlias

Daffodils

Crocus

Asters

Rhododendrons

Lilacs

Hydrangeas

Azaleashow to grow hydrangeas

growing hydrangeas

dwarf azaleas varieties

hydrangea paniculata

pruning hydrangeas

how to grow azalea plants

planting hydrangeas

azalea bushes azalea care

azalea colors

Brainstorm with Editorial Team

Keyword Taxonomy

Ubers

Primaries

Must sign in to a Google account

Google Keyword Planner

Search for Keywords

Research Keyword Popularity

Choose location

Choose language Choose closely related

or broad

Enter keyword

Refine results by excluding words or phrases

Keyword Planner Results

Competition for Adwords bidding

Find Organic Competiton

Google each phrase in

“Quotation Marks”

Exact Match Counts Are Best

“azalea care” 8,150 Results

azalea care 8,420,000 Results

Organize Your Keyword

Universe

Start with Keyword Planner Export

Annual Searches = Monthly x 12

Add Google Listing Data

Google Listing = Keyword Competition

Keyword Competitive Index (KCI)

Google KCI = Annual Searches / Google Listing

What’s a Good KCI?

Mequoda’s Grading ScaleA: KCI >= 1.0 B: KCI = .5-.99C: KCI < .5

SEO Strategy

“I’m not looking for a fair fight, I’m lookingfor a fightI can win.”

Source: http://www.mequoda.com/articles/keyword-strategy-articles/the-best-seo-keyword-strategy-how-to-pick-seo-keyword-fights-you-can-win/

Determine Your Visibility

Google Visibility Report (GVR)

Import Keyword Clusters into the GVR

Advanced Web Ranking

Cost $199-$799

•Upload keywords•Choose search engine•Enter website url•Track positions 1-50

BONUS!!!Track your competitors’ ranking

Google Position

Use AWR to “Google” the position of each keyword

Calculating GVI

Google Position 1-10 (Page 1) = 100% visibilityGoogle Position 11-20 (Page 2) = 5% visibilityGoogle Position 21-30 (Page 3) = 1% visibility

Source: http://info.chitika.com/insights-2013-google-result-positioning?hsCtaTracking=4360d438-5a3c-4904-b461-2831ea2a22e8%7Ca65278ff-5e6c-4897-9275-500e5e077679

Annual Impressions

Annual Impressions = % of Annual Searches

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Email Publishing for Profit and Fun

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WEB (4) & SOCIAL (5) Portal, Directory, Calendar,

Display Network & SocialTOURS

FREEBIE GUIDES

EMAIL (5)Daily, Weekly,

Spotlights, Freebies & Extras

MAGAZINE (4) & LIBRARY Audited: Print & PDF; Native: HTML & Apple

COURSES

BOOKS & VIDEOS

Green Gardens Case Study24 Platforms

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• It’s a publishing platform– Manage your ad/edit ratio

• Mobile-friendly email stack– More content– More ads– More clicks

Email: Not Just a Marketing Platform

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• Nameplate

• Editor’s letter with sponsor ad

• Feature story

• Sponsor text ad

• Feature story

• Magazine review text ad

• Feature story

• Tour review text ad

• Feature story

• Freebie guide text ad

Includes: 4 stories, 5 ads

Email Newsletter Stack

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Thank You

Ed CoburnSenior VP & Lead ConsultantEd@Mequoda.com(781) 639-8387