the link is dead, long live the link
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The Link is Dead: Long Live the Link
Pete WailesOps Director, SEOgadget
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We help our clients succeed in search through using digital channels to deliver amazing experiences to their audiences
We do marketingOnline.
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What is a link?
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Frankly, these suck
SEOmoz: DA, PA, mT, mR, LRD, #nFL… MajesticSEO: CF, TF, ACR, RD… Analytics: Visits, Uniques, Bounces, Revenue,
Conversion Rate, Events …
(sorry to all the friends I just annoyed)
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We have a problem
Data != marketing Metrics != marketing Visibility != marketing Transparency != marketing
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You know what = marketing?
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You know what = marketing?
Marketing = marketing
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Use these:
SEOmoz: DA, PA, mT, mR, LRD, #nFL… MajesticSEO: CF, TF, ACR, RD… Analytics: Visits, Uniques, Bounces, Revenue,
Conversion Rate, Events
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But understand that this is not marketing…
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What is marketing?
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Wikipedia
“Marketing is the process of communicating the value of a product or service to customers…”
“Marketing satisfies these needs and wants through exchange processes and building long term relationships”
Read this: https://www.boundless.com/marketing/overview-marketing/introduction-to-marketing/marketing-exchange/
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You need to be good at this
On-page is not dying
Link building? Yeah, that can die
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This is not marketing (it’s crap)
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This is not marketing (it’s crap)
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This is not marketing (it’s advertising)
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This is marketing
Burger King, Obama, True Blood, Red Bull
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What should we do?
Find the target audience Understand the brand Connect the two through amazing experiences
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How do we measure it?
Measure the relationship
Brand search volume Increased engagement Conversation volume & sentiment Customers acquired CLV & retention
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