the inbound marketing audit

hugeinc.cominfo@hugeinc.com45 Main St. #220 Brooklyn, NY 11201+1 718 625 4843

October 9, 2013The Inbound Audit

Inbound Marketing?

“Earning our way in”

Instead of…

“Buying, begging, or bugging”

?

It’s a check up.

For search and discovery channels.

Who’s it good for?

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The Inbound Ring.Key concept:

The emerging ecosystem of 3rd party services that

surround core brand assets:

The company

Core digital assets

The Inbound Marketing ring

Media and Advertising

User encounters brand content

Inbound issues drive exit from customer journey

The essential role of the inbound ring.

The Inbound Audit.

Determine priority keywords, channels, and key assets.

Concepts & keywords

Relevant inbound channels

Available assets: authors, content, infrastructure, budget

Determine target keywords and check organic keyword rankings.

Crawl the site and check URLs, metadata.

Check analytics and infrastructure.

Check inbound links, anchor text.

Check top content pieces, content metrics, and social sharing.

Check G+ profile authority and engagement.

Check business listing databases.

Check GPS device visibility.

Check G+ Local for local business.

Check for Social Media optimization / Social Graph.

Search for ‘Insurance Agent’ uses Social Graph

Facebook Social and Local Search.

Requires a physical check-in to establish location

Put it all together..

BP SHELL CHEVRON CONOCOPHILLIPS

PAID MEDIA 1 1 1 3

CORE SEO 2 2 2 3

BLOG 3 3 - -

VIDEO 2 2 1 3

IMAGES 3 3 3 3

Inbound benchmarking: Heat map.

Good Average Lagging

Inbound Audit workbook.

Inbound project overview.

Research

Insight

Industry topics research

Voice of the consumer

Keyword universe

Query cleanup

Query categorization

Query prioritization

Query channel mapping

Key competitor inbound audit

Blog content

Video & YouTube channels

Core web search / SEO

Social Channels

• Social Profiles

Benchmarking

Summary of findings

Inbound Audit

Blog search-informed editorial planning

Writing for search engines

Blog content optimization techniques

Social authority

Video search-informed editorial planning

Videos & YouTube optimization techniques

Audits inform strategy.

A personal example.

Running a homeschool collective (radschool.org) is hard...

Like any business we needed to ‘acquire customers’.

We audited our presence and developed an Inbound

Strategy:• Changed target to ‘alternative schoolers’ from

homeschoolers.

• We mapped our keywords to digital content.

• We optimized on-page content for each keyword using a

search-friendly CMS platform like WordPress.

• We had each parent link to the home page using the

keyword ‘alternative school’ or a variant.

We covered out inbound bases.

Search is long in the tooth.

But 2001 - era tactics still work.

I am continually amazed at how many brands small or large that

have not even gone this far.

hugeinc.cominfo@hugeinc.com45 Main St. #220 Brooklyn, NY 11201+1 718 625 4843