The growth of inbound marketing and recent Google changes have lead to a lot of changes for SEO over the past year. When people like Rand Fishkin start to use the word “inbound marketing” over “SEO” when describing their work, it does seem like the role of SEO is rapidly changing. The expectations of what a traditional SEO campaign should entail may also change. So just why is inbound marketing starting to become so popular within the SEO community?
Traditional SEO Campign
Only 52% of Google users click on an organic search result found on page one – SlingShot SEO
Most traditional SEO campaigns consist of the following key items:
– Keyword Research / Mapping
– On-Page Optimisation (of content)
– Internal Links
– SEO Site Architecture
– Competitor Analysis
– Link Building
– and Content Strategy ?
Content strategy was often an afterthought. The priority is/was, rank 1st for high volume keywords as these equal traffic. But what if the CTR of organic listings was beginning to drop as a result of Google’s constant meddling with the search results. In this report from SlingShot SEO back in October 2011, they reported organic CTR’s were tumbling, with “Only 52% of Google users click on an organic search result found on page one”. Although those figures cannot be verified, the data pool they used was quite low and it was for a particular market segment, I have personally noticed organic keywords driving less volume to sites, even though their organic position has increased.
How Inbound Marketing can help you grow really fast
The role of an SEO is continually expanding, the traditional SEO strategy above is starting to look a lot different in 2012. Inbound Marketing is about driving permission based traffic from a multitude of sources (image credit from this SEOMoz post):
The big shift being towards content marketing. Great content is at the center of your inbound marketing strategy. If you don’t have this, your destined to fail. But for companies who get it right, they are able to grow at rapid pace. For example:
1) SocialMediaExaminer.com: I was lucky enough to interview Michael Stelzner, founder of SocialMediaExaminer.com, for Salesforce’s new #SocialSuccess site (full interview to be live next week). In that interview he shared some of his growth stats including being in the top six marketing blogs in Ad Age and one of the top two small business blogs on Technorati, along with an email list of 125,000 and Facebook group of 72,000. All of this in just over 2 years. In that interview Mike said
“So, the model that we used was really all about giving super-valuable content that we knew people would want to share via social channels”
It’s obviously not that simple, in the interview Mike goes into the different tactics he used to build Social Media Examiner into such a success, but valuable content is at the heart of a great inbound marketing strategy. I highly recommend Mike’s book Launch, it’s jam packed full of really actionable content to help grow your business.
2) Marketo: Marketo were named silicon valleys fastest growing private company last year and are the second fastest growing SaaS company of all time. They are a marketing automation company (or Revenue Performance Management), but are another great example of company putting content at the heart of their strategy. I was lucky to speak with Maria Pergolino (their director of Inbound Marketing) on inbound marketing and content strategy prior to the launch of SocialSuccess. They really know how to do great content marketing. I recommend following her on twitter.
Of course Hubspot are the classic example of inbound marketing at work, but there are a multitude of companies putting these tactics to work in order to scale both their organic visits and business fast.
There have been a number of developments over the past year that has helped inbound marketing seem like an attractive option for companies, over and above a traditional SEO strategy.
1. Google Panda – Feb 2011
We have all heard the horror stories of the Google Panda update. Since the original update there have been a number of subsequent updates all aimed at sites with poor content.
2. Google Caffeine / Freshness Update
Both the Google Caffeine update and the Google Freshness update would point towards a consistent content strategy being a good tactic to adopt. Please note, this doesn’t mean “Google Loves Fresh Content”, please remove that from your thinking. For more information on that, see “Keep in Mind“.
3. Bad Link Practices
Last year saw two very public penalties for sites using questionable link practices, both J.C Penny and OverStock suffered the wrath of Google. The tide may begin to turn against anchor text driven strategies and big companies may also feel a lot more at ease with a quality content strategy over a merky link strategy.
4. Google & Bing use Social Signals
In late 2010 Google & Bing signaled they were using social signals to help rank pages. As to what degree is still not clear, however it points towards highly shareable content being useful for both social and search traffic.
5. Google + Launch and Search Plus Your Work
Of course Google + was launched last year as Google stepped up’s it’s attempts to take on Facebook and Twitter in the battle of the social networks. Since then they have been constantly adding new features. The biggest of these being Search Plus Your World. The search results pages have and are changing drastically, it would seem we need to start thinking of how we can create content that solves problems or entertains so we can ensure our site is surfaced front of users.
These changes are all helping to propel a shift in how we construct SEO strategies, but …..
… Keep in Mind
There is NOTHING wrong with link strategies that are focused on driving target anchor text to your site
– Google doesn’t love “fresh” content. It loves quality content and fresh content if relevant for certain search queries. I am sick of hearing the constant mantra of “Google loves fresh content”. If your quality sucks, then having fresh content just means you suck more often.
– There is NOTHING wrong with link strategies that are focused on driving target anchor text to your site. In fact, this is still needed and in some markets is the core part of your overall strategy. Not every set of tactics will work for each market.
– Building a content strategy takes time and resources. It’s an investment and that content also needs to be promoted. Thinking through your strategy prior to content development will save you a lot of problems in the long run.
Do you feel SEO will just become part of an all round inbound marketing role? Would love to hear from you below.