cut the bull and blog with purpose

Cut The Bull

And Blog With Purpose

Optimization Summit

September 16, 2010Dallas, Texas

You Blog?!

Image: Fonzales on Shutterstock.com

Happy Little Trees

Image: onesoulrebel_photo on Photobucket.com

“We want a Blog”

“WHY?”

“We want to engage our audience”

“WHY?”

“So we can grow our business”

“HOW?.....”

“Ask “Why” until you come to a measurable value proposition …”

Chris BaggottCEO

Compendium@ChrisBaggott

Eric Brown Urbane Apartments

“Did we rent more apartments?”

“Because if we didn’t, the practice of social media marketing is just a hobby.”

Compendium Blogware Study (with Debbie Weil, Jay Baer and the devastatingly handsome Jason Falls)

Image: Dphiman on Shutterstock.com

Image: Adisa on Shutterstock.com

Image: Louis Francisco Cordero on Shutterstock.com

Identifying High Volume Keywords

Writing For Optimization

Presenting Clear Calls To Action

Google Analtyics

Google Keyword Tool (http://www.google.com/sktool/)

Wordstream (http://www.wordstream.com/keywords/)

Trust Your Instinct (But Check It) (https://adwords.google.com/select/TrafficEstimatorSandbox)

Prioritize & Group

Identify A Single Keyword

Title

Lead Paragraphs

Add Sprinkles

Establish Your Goals

Drive Visitors To Fulfill Those Goals

Do It In Copy And Art

Scribe SEO (Plugin)

Compendium Blogware (Client)

SEO Book

SEOMoz

WeWe Score

Think About The Long Tail

Think Locally

Think Rinse and Repeat

Think Link

Think Of Others

Blogs need to reach a critical mass of articles before they start to generate leads; on the order of 20-50

# of Blog Articles Ranges**

Med

ian M

on

thly

Leads

Sample size: 762 customers.*Based on Blog articles available at the beginning of the month over a 3 month period (12/1/09 – 2/1/10)

**Each range includes article data for approximately 25% of customers.

Impact of Blog Size* on Monthly LeadsImpact of Blog Size* on Monthly Leads

This group does no better than customers without blogs

5 712

22

74

0

20

40

60

80

Less than 60 60-120 121-175 176-310 311+

Indexed Pages in Google – Ranges*

*Each range includes an equal number of customers**Includes 3 months of lead data (11/09 – 1/10)

HubSpot.com - Growing the number of pages indexed in Google’s database on the order of 50-100 pages brings double digit lead growth and triple digit growth past several hundred pages

Median Monthly Leads by Range of Google Indexed PagesMedian Monthly Leads by Range of Google Indexed Pages

HubSpot.com - Increasing the number of keywords ranking in Google’s top 100 results starts to matter for leads once marketers achieve double digit keywords

Ranges of # of Keywords Ranking in Google’s Top 100 Results over 7 Days*

Med

ian Le

ads O

ver 7

Day P

erio

d**

2

1

2

3

4

6

0

2

4

6

0 1-5 6-13 14-25 26-50 51+

Median Leads Over 7 Days by Range of Keywords Ranking in Google’s Top 100

Median Leads Over 7 Days by Range of Keywords Ranking in Google’s Top 100

Sample size: 1,400 customers.•Each range consists of six equal groups of customers.

**Includes lead data over a 7 day period for 3 months (11/09-1/10).

Image: Fonzales on Shutterstock.com

Image: Dphiman on Shutterstock.com

Thank You!

Jason Falls

PrincipalSocial Media Explorer

Email: jason@jasonfalls.com

Twitter: @JasonFalls

Phone: 502.509.4763

Web: socialmediaexplorer.com

Newsletter: socialmediaexplorer.com/newsletter

Now In Beta!

ExploringSocialMedia.com