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Traffic from Search Engines David Malmborg @davidmalmborg

Seo and Blogs - UVU Guest Lecture

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Guest Lecture given to UVU Comm class on blogging and SEO.

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Page 1: Seo and Blogs - UVU Guest Lecture

Traffic from Search Engines

David Malmborg@davidmalmborg

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About SEO.com

- #1 Ranked Company by Website Magazine

-The Utah Valley Entrepreneurial Forum selected SEO.com as one of the Top 25 Fastest Growing companies in Utah

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What is SEO?

Stands for

Search Engine Optimization

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• Top rankings get the clicks!

• Searches tend to:– View only first page– Click one of top 3 results1

– See leftmost content

1 Visual heat map legend: red areas = most looked at; purple = click-throughs; different screen size folds represented by solid red lines

Top 3

Left

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18.2 billion searches

(last December alone)

- Comscore (http://goo.gl/CTjcK)

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63% of people use mobile search before

purchasing offline in a store or from a catalog

- Lisa Barone, Outspoken Media (http://goo.gl/Lyq1n)

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SEO Ranking Factors

• Title tags• Headings• Website structure• Content– Is keyword included?

• Links from other websites• Don’t go overboard!

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How Much Traffic Does a Search Engine Bring to a Blog?

• 66% of the traffic to the SEO.com blog comes from Search Engines.

• My wife’s blog gets 46% from SEs, 37% from Referrals

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If you always do what you have done, you’ll always get what you got.

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Hard Work

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Case Study500 Visits

2 Months Later…

20,000 Visits (4,000% Increase)

6 Months Later…

60,000 Visits

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What they didn’t do

• No they don’t talk about Sports, Tech Gadgets, Celebs, Love, Music or Movies (AKA Pop Culture)

• No they didn’t jimmy rig themselves to the top of Digg, Reddit, Yahoo Front Page, or a major news site.

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Who was it?

• Company: Lendio• Business Lending (Boring Topic)• This is traffic to their blog

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What they did do

• Created Useful Content• Posted Consistently (4-5 times a week)• Interview Industry Celebrities • Ride the News (Pop Culture)• Invite Guest Bloggers• Start a Weekly Newsletter

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Create Useful Content

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Post Consistently

• At least 3 times a week. • Try to make a schedule– Monday: Podcast– Wednesday: Something Awesome– Friday: Weekly List of Links

• Monthly: Infographic, Interview, News releases, Announcements.

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Interview Industry Celebrities

• Let people with a following promote themselves through your blog.

• Let them talk about themselves.• Let them promote it. • Their names drive traffic. That’s why they’re

celebrities

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Ride the News (Pop Culture)• Tim Tebow• Super Bowl• Valentines• Holidays• 2012• End of the World• Presidential Bid• Movies• Music

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Invite Guest Bloggers

• Let someone else create your content.• Let them promote it. • Benefit from their genius.

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Start a Weekly Newsletter• Reaches an audience that is not on Social Media• Reviews the best blog posts• Continues the conversation with your audience • Keeps them familiar with your brand • Lendio is adding 5,000-10,000 subscribers every

month– 5,000 visits a month from the Newsletter

• Designed with Mobile in mind. (50% of Lendio’s customers look at the newsletter on the phone)

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“The Content Loop”

Great Content

Newsletter/Social

Brand Introduction

Lead/Conversion

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SEO Training/Resources• www.seo.com

• www.seomoz.com

• www.seobook.com/blog

• www.mattcutts.com/blog

• www.searchengineland.com

• www.searchenginejournal.com