search & earned media | brightedge share 2013 conference

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©2013 | BrightEdge Technologies BRINGING IT ALL TOGETHER – SEARCH & EARNED MEDIA Based on the case study: How DigitalRelevance and Rackspace increased organic traffic by 212%

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Page 1: Search & Earned Media | Brightedge Share 2013 Conference

©2013 | BrightEdge Technologies

BRINGING IT ALL TOGETHER – SEARCH & EARNED MEDIABased on the case study: How DigitalRelevance and Rackspace increased organic traffic by 212%

Page 2: Search & Earned Media | Brightedge Share 2013 Conference

• Vice President of Client Solutions and Success for DigitalRelevance

• 12 years plus digital marketing leadership experience

• Directly responsible for managing multi-million dollar campaigns for many Fortune 500 clients

Twitter | @MartyAMuseEmail | [email protected]

Page 3: Search & Earned Media | Brightedge Share 2013 Conference

• SEO Manager at Rackspace Hosting• MBA in Marketing from University of Texas at

Austin• 7 Years online marketing experience including

SEO, PPC, Email, Social & Product Management• In-house marketer for a range of Startup to Midsize

to Fortune 50 companies

Twitter | @drwhitworthEmail | [email protected]

Page 4: Search & Earned Media | Brightedge Share 2013 Conference

1. Eco-system update

2. Shift to inbound marketing

3. Impact and evolution

4. Campaign

5. Key takeaways

6. Rise of earned media

Agenda

Page 5: Search & Earned Media | Brightedge Share 2013 Conference

Marketing ecosystem – Then

Page 6: Search & Earned Media | Brightedge Share 2013 Conference

Marketing ecosystem - Changes

Page 7: Search & Earned Media | Brightedge Share 2013 Conference

Marketing ecosystem – Now

Page 8: Search & Earned Media | Brightedge Share 2013 Conference

The shift to inbound marketing

“…make sure that your site adds value. Provide unique and relevant content that gives users a reason to visit your site first.”

- GOOGLE’S WEBMASTER GUIDELINES

Marketing ecosystem

Page 9: Search & Earned Media | Brightedge Share 2013 Conference

Impact and evolution – Rackspace

On-Page/Technical SEO Consultant

Content Strategist

Page 10: Search & Earned Media | Brightedge Share 2013 Conference

Percentage increase in (not

provided) data in web analytics

August ‘11-July ‘13

Inbound Marketing – Driving Traffic and Leads

Month

Aug-11Sep-11Oct-11

Nov-11Dec-11Jan-12Feb-12

Mar-12

Apr-12

May-12Jun-12Jul-12

Aug-12Sep-12Oct-12

Nov-12Dec-12Jan-13Feb-13

Mar-13

Apr-13

May-13Jun-13Jul-13

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

Google Announcement Firefox 14 launches with defaulted SSL searches

Page 11: Search & Earned Media | Brightedge Share 2013 Conference

Campaign – Goals, Strategy and Tactics

Strategy On-page relevancy Earned media signals

Goals Increase organic traffic Increase brand authority

Tactics Leverage earned media Increase social signals Implement content strategy

Page 12: Search & Earned Media | Brightedge Share 2013 Conference

Campaign – Tools

Custom Macros

Page 13: Search & Earned Media | Brightedge Share 2013 Conference

Campaign – Challenges

IDENTIFYING AUDIENCE & INITIATING OUTREACH

ORGANIZATIONAL STRUCTURE

COMPETITORS

Page 14: Search & Earned Media | Brightedge Share 2013 Conference

Campaign – Process

KEYWORDS & COMPETITOR

ANALYSISCONTENT CREATION

OUTREACH &

PLACEMENT

Page 15: Search & Earned Media | Brightedge Share 2013 Conference

Campaign – Process

COMPETITIVE GAP ANALYSIS

• KEYWORD

• ON-SITE

• OFF-PAGE

Page 16: Search & Earned Media | Brightedge Share 2013 Conference

Campaign – Process

MEDIA PRODUCTION

• CREATE UTILITY

• BRAND AWARENESS

Page 17: Search & Earned Media | Brightedge Share 2013 Conference

Campaign – Process

OUTREACH & PLACEMENT

• TARGETED OUTREACH

• EARNED MEDIA PLACEMENT

• PROMOTION

Page 18: Search & Earned Media | Brightedge Share 2013 Conference

Campaign – Results

Page 19: Search & Earned Media | Brightedge Share 2013 Conference

Campaign – Results

Page 20: Search & Earned Media | Brightedge Share 2013 Conference

Campaign – Findings

1

2

3

Page 21: Search & Earned Media | Brightedge Share 2013 Conference

What’s next for Rackspace?

Continue to expand scope of SEO engagement to include all Rackspace product lines utilizing an integrated approach

CONTENT STRATEGY

EARNED MEDIA

Page 22: Search & Earned Media | Brightedge Share 2013 Conference

Earned media & inbound success

Page 23: Search & Earned Media | Brightedge Share 2013 Conference