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“SEO is dead.
   Long live SEO!”

The Essential [SEO] Toolkit for 2012
Why Should You Listen to Me?
•   DK New Media
    –   Launched 18 Months Ago
    –   Offices in downtown Indianapolis
    –   International Clients in US, CA, UK, FR, IT and NZ
    –   1 Book Deal
    –   Monthly opportunities to relevant audiences
    –   100,000 visits per month from relevant
        audiences
    –   40,000 visits per month from new search visitors
        on relevant keywords
    –   Profitable from Day 1, 4 FTEs with another 3
        targeted for 2012
    –   Expansion: Sponsored Blog, Radio Show,
        Newsletter, Video
                                                             @compendium
                                                             @mktgtechblog
    –   SEO Clients: Angie’s List, ChaCha, Webtrends
        Mindjet, Right On Interactive and more               #seoisdead
Why I Changed My Mind!




1. I figured out the majority of RELEVANT, CONVERTING visitors were
   from long-tail keywords.
2. I figured out that SOCIAL provides unlimited potential while SEARCH
   is limited.
3. When I shifted focus on GREAT CONTENT and SOCIAL PROMOTION,
   my audience grew five-fold.
Search Continues to Evolve

 Before                           Present
   • Platform                       •   Personalization
   • Content                        •   Platform
   • Links                          •   Content
                                    •   Relevant Links

Google has evolved past the ‘backlink’ and is using a number of
other indicators, such as social, to indicate the popularity of content.
This has moved the needle… from math and SEO puritans to inbound
marketing professionals. SEO, in its traditional sense, is dead.
Google’s Top 5 SEO Mistakes
   1.   Value Proposition
   2.   Segmented Approach
   3.   Workarounds
   4.   SEO Trends
   5.   Slow Iteration

http://mkt.gs/5-Mistakes-SEO
           Maile Ohye, Google
Make It
Compelling!
Answer the Question!
CTAs and Landing Pages
•   Make it shareable!
•   Tell them what to do!
•   Tell them when to do it!
•   Show them the way!
Content and Intent




        Lead Nurturing
Path to Engagement
Find



       Read   Click     Contact       Buy




                      CRM/Subscribe


              Email
Marketing and SEO




How are your offline marketing
efforts supporting your online
marketing campaigns?
Promotion

•   Like
•   Tweet
•   Share
•   +1
•   Stumble
•   Pin
Retention

•   Newsletter is vital
•   Nurtures leads
•   Push vs pull
•   Returns visitors
Stop Workarounds




• Don’t use page ‘sculpting’ techniques to over-
  optimize your content. Example:
  rel=“nofollow”
Over Optimization
• Don’t focus on algorithms, focus on your visitors.
• Keyword density, keyword stuffing, keyword usage,
  backlinks… will no longer impact your business as
  much as writing great content.
Be Agile




Define, implement, measure, improve, repeat
SEO is Dead
Text MKTG to 71813 to Subscribe
                  Douglas Karr
                  @douglaskarr
                  http://about.me/douglaskarr
                  http://www.dknewmedia.com
                  http://www.marketingtechblog.com
                  http://www.corporatebloggingtips.com

                  CEO, DK New Media
                  Author, Corporate Blogging for Dummies
                  Founder, The Marketing Technology Blog

                  We help companies reach their online
                  marketing potential.

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SEO is Dead

  • 1. “SEO is dead. Long live SEO!” The Essential [SEO] Toolkit for 2012
  • 2. Why Should You Listen to Me? • DK New Media – Launched 18 Months Ago – Offices in downtown Indianapolis – International Clients in US, CA, UK, FR, IT and NZ – 1 Book Deal – Monthly opportunities to relevant audiences – 100,000 visits per month from relevant audiences – 40,000 visits per month from new search visitors on relevant keywords – Profitable from Day 1, 4 FTEs with another 3 targeted for 2012 – Expansion: Sponsored Blog, Radio Show, Newsletter, Video @compendium @mktgtechblog – SEO Clients: Angie’s List, ChaCha, Webtrends Mindjet, Right On Interactive and more #seoisdead
  • 3. Why I Changed My Mind! 1. I figured out the majority of RELEVANT, CONVERTING visitors were from long-tail keywords. 2. I figured out that SOCIAL provides unlimited potential while SEARCH is limited. 3. When I shifted focus on GREAT CONTENT and SOCIAL PROMOTION, my audience grew five-fold.
  • 4. Search Continues to Evolve Before Present • Platform • Personalization • Content • Platform • Links • Content • Relevant Links Google has evolved past the ‘backlink’ and is using a number of other indicators, such as social, to indicate the popularity of content. This has moved the needle… from math and SEO puritans to inbound marketing professionals. SEO, in its traditional sense, is dead.
  • 5. Google’s Top 5 SEO Mistakes 1. Value Proposition 2. Segmented Approach 3. Workarounds 4. SEO Trends 5. Slow Iteration http://mkt.gs/5-Mistakes-SEO Maile Ohye, Google
  • 8. CTAs and Landing Pages • Make it shareable! • Tell them what to do! • Tell them when to do it! • Show them the way!
  • 9. Content and Intent Lead Nurturing
  • 10. Path to Engagement Find Read Click Contact Buy CRM/Subscribe Email
  • 11. Marketing and SEO How are your offline marketing efforts supporting your online marketing campaigns?
  • 12. Promotion • Like • Tweet • Share • +1 • Stumble • Pin
  • 13. Retention • Newsletter is vital • Nurtures leads • Push vs pull • Returns visitors
  • 14. Stop Workarounds • Don’t use page ‘sculpting’ techniques to over- optimize your content. Example: rel=“nofollow”
  • 15. Over Optimization • Don’t focus on algorithms, focus on your visitors. • Keyword density, keyword stuffing, keyword usage, backlinks… will no longer impact your business as much as writing great content.
  • 16. Be Agile Define, implement, measure, improve, repeat
  • 18. Text MKTG to 71813 to Subscribe Douglas Karr @douglaskarr http://about.me/douglaskarr http://www.dknewmedia.com http://www.marketingtechblog.com http://www.corporatebloggingtips.com CEO, DK New Media Author, Corporate Blogging for Dummies Founder, The Marketing Technology Blog We help companies reach their online marketing potential.