Tag Archives: Business

Inbound Marketing presentation delivered at eTail Europe conf

Today I delivered this presentation at eTail Europe conference here in London, UK.

The title is “The future of SEO. Moving to a holistic inbound marketing strategy” with an earned media case-study thrown in for good measure.

I genuinely believe that in the future,  earning peoples attention will be the norm, rather than just pushing your way in front of them. By being, innovative, creative and “remarkable” then you will get more attention and loyalty than you could afford to buy.

In this presentation I try to lay out some history and context to the evolution of SEO and the changing search-scape. I introduce the new world of “inbound marketing” aka “earned media” or “content based marketing”.

Delivering this kind of campaign needs a lot of different skills. So, formulating a plan, organising “all of your brains” may need to organisational shift.  This stuff can be so much fun and hit multiple teams traditional objectives. SEO for links and social citations. For Social Media for Likes, RTs, shares, follows, subscribes. For branding, for PR,  to build loyalty and affinity with your brand. And many others.

The case study refers to My Destination’s Biggest Baddest Bucket list. This is a campaign that SeSoMe delivered as an internal agency. Working with so many throughout the wider business and the franchise network. The 2nd half of the campaign starts in July when the winners travel for a full 6 months living like a local and ticking off their bucket list.

If you want to talk about this presentation or SeSoMe, just let me know.

Thanks to Joao for taking this picture from the audience.

 

Photo credit Joao da Costa

Photo credit Joao da Costa

 

Talkonomics

The other day in a conversation about social media, its influence and is it worth measuring. As part of that conversation the collective came up with the term “Talkonomics”. So here is my attempt at a definition.

Talkonomics” – the study and measurement of conversations in social media.

And in a business context you could add,

Talkonomics” – the study and measurement of engagements (mentions and interactions) with groups or brands.

What do you think? Any other definitions?

Interesting reading 2009-05-01

Books image on adrianland.co.ukOn a new in my reader is Thats SEO.  Today this post about the role of your IP address in your SEO efforts.  It defines the usual why you need to know where you site is going to reside e.g. “bad neighbourhood” etc etc.  But continues with some explanations of what this actually means.  Too many posts these days, including mine are too brief and dont lay out the context!!  A good read, thank you Raghaven. Oh, and if you want to check to see if your IP is blocked on a number of bad site lists check out what  is my IP address.

If you are ever considering going solo, then reading 10 lessions from a failed start up would be negligent.

On SEOMoz there is some detail, although a pseudo sales pitch, but some interesting facts about what they have seen with their crawl of the web.  Some highlight numbers.  That 2.7% of links are NoFollowed, 73% of these were internal, so site scultping is popular.  I do it.  And 16million pages have the new canonical tag. 

On black hat seo, link to a digest page on recent popular articles, such as “why spam works” ; “How to break captchas”, and more. All in very simple to read articles with a ‘can-do’ attitude.

We all like a good list.  On SEO Optimise they have a non-Google focused list of resources for social meda. Worth checking out.

And as mine are all broken (work ones), its good to look at sitemaps. SEL have published a casestudy. See it here.

Charities using affiliations

adrianland-charities-affiliatesI have noticed two businesses  that are using affiliation techniques to make money, and their guise is to share with a charity.  

Now sharing the spoils of war is nothing new.  Years back I am sure I had a greasy palm or too and my friends site OwnMysite.com give shares aswell as rebates.  But its seems that charities who have a larger emotional pull are using this to entice people to use and re-use.

Check out Breast Cancer and Hospital Gift aid respective sites.  Good luck to them.