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Growing Your Digital Audience – and Profits
Using SEO to Build Your Email List and Your Business
Ed Coburn
SVP & Lead ConsultantMequoda Group
The Mequoda Method
WEB (4) & SOCIAL (5) Portal, Directory, Calendar,
Display Network & SocialTOURS
FREEBIE GUIDES
EMAIL (5)Daily, Weekly,
Spotlights, Freebies & Extras
MAGAZINE (4) & LIBRARY Audited: Print & PDF; Native: HTML & Apple
COURSES
BOOKS & VIDEOS
Attract
Convert
Engage
Monetize
Green Gardens Case Study24 Platforms
ACEM MetricsYou get what you measure
Attract – Google Visibility Index
Convert – Email Capture Rate
Engage – Email Retention Rate
Monetize – Revenue Per Subscriber
4 ACEM Metrics
Event Buyers Magazine Subscribers
Email Subscribers
Portal Visitors
Publisher’s Pyramid
• Website traffic is mostly “one and done”
• Email gives more control:– Timing– Messaging– “Ownership” of list
Why Email?
Attracting Traffic with SEO
Content
•Quality
•Research
•Keywords
•Engagement
•Freshness
http://searchengineland.com/seotable
HTML
•<Title> Tags
•Description
•Header Tags
•Data Structure
Architecture
•Crawlability
•Duplication
•Site Speed
•Descriptive URLs
“On-the-Page” SEO Success Factors
“Off-the-Page” SEO Success Factors
Link Building
•Link Quality
•Anchor Text
•Link Quantity
Social
•Reputation
•Shares
http://searchengineland.com/seotable
Trust
•Authority Signals
•Site History
Personalization
•Country
•Region
•Signed-In/Preferences
•Social Influence
Research Your Keyword
Universe
• Content• Keywords• Site architecture• Competitor or affiliate?
Exploring Online Environment
Perennials
Annuals
Bulbs
Shrubs
Gardening
House Plants
Viburnum
Hardy Geraniums
ClematisDaylilies
Coneflowers
Chrysanthemum
Zinnias
Pansies
Marigolds
Geraniums
Begonias
Tulips
Hyacinths
Dahlias
Daffodils
Crocus
Asters
Rhododendrons
Lilacs
Hydrangeas
Azaleashow to grow hydrangeas
growing hydrangeas
dwarf azaleas varieties
hydrangea paniculata
pruning hydrangeas
how to grow azalea plants
planting hydrangeas
azalea bushes azalea care
azalea colors
Brainstorm with Editorial Team
Keyword Taxonomy
Ubers
Primaries
Must sign in to a Google account
Google Keyword Planner
Search for Keywords
Research Keyword Popularity
Choose location
Choose language Choose closely related
or broad
Enter keyword
Refine results by excluding words or phrases
Keyword Planner Results
Competition for Adwords bidding
Find Organic Competiton
Google each phrase in
“Quotation Marks”
Exact Match Counts Are Best
“azalea care” 8,150 Results
azalea care 8,420,000 Results
Organize Your Keyword
Universe
Start with Keyword Planner Export
Annual Searches = Monthly x 12
Add Google Listing Data
Google Listing = Keyword Competition
Keyword Competitive Index (KCI)
Google KCI = Annual Searches / Google Listing
What’s a Good KCI?
Mequoda’s Grading ScaleA: KCI >= 1.0 B: KCI = .5-.99C: KCI < .5
SEO Strategy
“I’m not looking for a fair fight, I’m lookingfor a fightI can win.”
Source: http://www.mequoda.com/articles/keyword-strategy-articles/the-best-seo-keyword-strategy-how-to-pick-seo-keyword-fights-you-can-win/
Determine Your Visibility
Google Visibility Report (GVR)
Import Keyword Clusters into the GVR
Advanced Web Ranking
Cost $199-$799
•Upload keywords•Choose search engine•Enter website url•Track positions 1-50
BONUS!!!Track your competitors’ ranking
Google Position
Use AWR to “Google” the position of each keyword
Calculating GVI
Google Position 1-10 (Page 1) = 100% visibilityGoogle Position 11-20 (Page 2) = 5% visibilityGoogle Position 21-30 (Page 3) = 1% visibility
Source: http://info.chitika.com/insights-2013-google-result-positioning?hsCtaTracking=4360d438-5a3c-4904-b461-2831ea2a22e8%7Ca65278ff-5e6c-4897-9275-500e5e077679
Annual Impressions
Annual Impressions = % of Annual Searches
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Email Publishing for Profit and Fun
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WEB (4) & SOCIAL (5) Portal, Directory, Calendar,
Display Network & SocialTOURS
FREEBIE GUIDES
EMAIL (5)Daily, Weekly,
Spotlights, Freebies & Extras
MAGAZINE (4) & LIBRARY Audited: Print & PDF; Native: HTML & Apple
COURSES
BOOKS & VIDEOS
Green Gardens Case Study24 Platforms
‹#›
• It’s a publishing platform– Manage your ad/edit ratio
• Mobile-friendly email stack– More content– More ads– More clicks
Email: Not Just a Marketing Platform
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• Nameplate
• Editor’s letter with sponsor ad
• Feature story
• Sponsor text ad
• Feature story
• Magazine review text ad
• Feature story
• Tour review text ad
• Feature story
• Freebie guide text ad
Includes: 4 stories, 5 ads
Email Newsletter Stack
