think like a search engine and win
TRANSCRIPT
Think like a Search Engine and Sting like a Bee
Byron White
Chief Idea Officer
ideaLaunch
Monthly Webinar
V. 26
September 28th, 2011
Scott Stouffer
Co-Founder
seoengine™
The Content Marketing Revolution
#10 Tips to Think Like a Search Engine
Jump on the seoengine
Think like a Search Engine and Sting like a Bee
It’s the art of listening to your customers’ wants and needs
Search Box
Social Media
Web Analytics
Keyword Popularity
Customer Service
Questionnaires
And the science of delivering it to them in a compelling way
Articles
Blogs
Books
eBooks
RSS Feeds
Printed Books
Newsletters
Videos
Web
Widgets
It’s catching readers orbiting at high speeds
Applet
Desktop
Events
Information Portals
Mobile
Podcasts
RSS Feeds
Social Networks
News
With information they want and need
Help
Advice
Insight
Innovation
Rationalization
Love
Happiness
It’s testing campaigns to learn what works best
A/B Testing
Multivariate Testing
Eye Track Testing
Segmentation Testing
Geo Target Testing
Usability Testing
Content Testing
And finding the most efficient path to engagement and sales
Score Engagement
Qualify Lead
Evaluate Intent
Induce Trial
Motivate Purchase
Get the Sale
Correlate Assets to Sale
Articles
Books
Courseware
eBooks
Podcasts
Printed Books
Tip Centers
Webinars
Whitepapers
Widgets
Workbooks
Video
# 1 Content Asset
# 1 Content Assets: How do you stack up?
5482
2488
1422 1079
883 813
137
0
1000
2000
3000
4000
5000
6000
Total Content Assets You vs Competitors
# 1 Content Asset Portfolio: How diverse?
220
166 158
77 66
52 42
24 24 12 11 10 7 4 4 2 2 1 1
0
50
100
150
200
250
Blo
g
Web P
age
Vid
eo
Case S
tudy
Pre
ss R
ele
ase
Bug T
racker
Webcast
New
s
Foru
m
Data
Sheet
White P
aper
XM
L F
eed
Login
Page
Rele
ase N
ote
s
Applic
ation G
uid
e
Pricin
g P
age
Audio
Record
ing
Slid
es
FA
Q
Content Assets
2 2 3 4 5 6 8 11 12 20 22 25 26 27 30 38 38 47 47 52 54 101 106 107 114 179 211 229
416 429
888 2223
0 500 1000 1500 2000 2500
Implementation Guide
Calculator
Form
Study Guide
Tips
FAQ
Slides
Course Catalog
News
Success Story
Use Case
Customer Testimonials
White Paper
Scroller
XML Feed
Web Page
Your Content Assets
# 2 Social Publishing Frequency: How social are you?
2945 2461
8093
1166
1751
1045
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
Social Media Publishing Volume Customer Relationship Management
# 2 Social Fan Base: How connected are you?
257898
150286
123369
21582 14665
4530
0
50000
100000
150000
200000
250000
300000
Social Media Fan Base You vs Competitors
# 3 Organic Market Share: What’s your keyword silo share?
Keyword Silo Salesforce Market Share
Contact Management 31%
Sales Cloud 28%
Jigsaw 26%
Cloud Computing 25%
RemedyForce 22%
Service Cloud 22%
CRM 21%
IT Help Desk 20%
Force.com 13%
Application Development 11%
Enterprise Collaboration 10%
Chatter 8%
Radian6 7%
Social Media Management 5%
# 3 Market Share: What’s your PPC dollar value share?
$25.11
$25.55
$26.30
$26.82
$26.89
$27.04
$27.46
$27.91
$29.58
$29.86
$33.38
$33.59
$34.02
$34.03
$34.68
$36.10
$37.32
$40.99
$0.00 $5.00 $10.00 $15.00 $20.00 $25.00 $30.00 $35.00 $40.00 $45.00
help desk software solutions
free crm software
contact manager email
small business crm software
contact relationship management
enterprise crm solutions
it help desk software
software sales leads
help desk software
help desk software solution
online customer support software
web customer service software
customer contact management
enterprise crm software
crm management software
contact data management
contact center applications
email customer service software
PPC
Top Keyword Dollar Value
# 4 Link Popularity: How many and how good?
53
65,048
111,575
114,643
128,046
430,345
443,521
726,165
777,954
795,935
1,249,959
2,588,883
2,785,574
4,989,204
30,982,286
1 100 10000 1000000 100000000
Inbound Links
# 5 Link Building: The Secret Sauce
I had a big beef with my boss the other day. The
steak was cooked to perfection and melted in my
mouth.
# 6 Search Engine Listing Position Trends: Up or Down?
-21 -7
-6 -5
-4 -4
-3 -3 -3 -3 -3 -3 -3 -3
-2 -2 -2 -2 -2 -2 -2 -2
-1 -1 -1 -1
-25 -20 -15 -10 -5 0
cloud platforms
customer relationship crm
customer services management
business contacts
crm management software
remedy help desk
services of cloud computing
application development
enterprise collaboration software
lead management
sales systems
advantages of cloud computing
business contact software
Positions
Positions Lost in Last Month
# 8 Content Quality
“Writing is easy: All you do is sit staring at a blank piece of
paper (screen) until the drops of blood form on your
forehead.”
—Gene Fowler
“There’s nothing to writing. All you do is sit down at a
keyboard and open a vein.”
—Red Smith
Competitive Research: Lots of Free Tools
Free Research Tools
seoengine.com
WordVision.com
SpyFu.com
Compete.com
Quantcast.com
SEOMajestic.com
Raven-SEO-Tools.com
Tools.SEOBook.com
SEOToolSet.com
LinkVendor.com
MarketLeap.com
SEOMoz.org
“The only marketing
left is content
marketing.”
Seth Godin
Byron White, ideaLaunch
Chief Idea Officer
Twitter: @ByronWhite
Byron[at]ideaLaunch.com
Phone: 617-227-8800 x 201
Free 101 Content Marketing Tips Book Download
Visit ideaLaunch.com