THE BLOG AS SEO STRATEGY

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THE BLOG AS SEO STRATEGY

• Chas Martin
• Director of Communication
• BetterManagement

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Primary Site Education/Marketing Portal
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Email is Primary Return Visit Driver

• Email distribution
• 199,000 subscribers
• Opt in rate for special promotions
• 39

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Situation

• Dependent on email communications
• INBOX study cited declining email deliverability
• In 2003, 18 failed to reach the targeted inbox
• In 2004, that number rose to 24
• Instant Messaging, Alerts, RSS and Blogs were
  identified by INBOX as potential replacements for
  email activities

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Rising Cost of Pay Per Click
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Management Embraces Blog !

• Liability
• Resources
• Control

• Brand
• Leadership
• Innovation

• Reality
• Declining Email trends
• Rising keyword CPC

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The Breakthrough

• Position blog as SEO Strategy

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Extend the Primary Site Reach
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Blog Rationale

• Keywords on steroids
• Leverage critical SEO friendly pages/words on
  primary site for increased search engine ranking
  of both BMC and the blog URLs.
• Frequent references content on the primary site
  and as partner sites.
• Add RSS feeds to Blog and Primary Site.

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content,
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Management Strategy

• Hire former editor / producer to host/post
• Provide editor with keyword list
• Coordinate topics and entries prior to posting
• Integrate with key word buys
• Establish Rules of Emblogment
• Give editor freedom to evaluate comments
• Distance BetterManagement as sponsor
• Connect URL http//blog.bettermanagement.com

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Promotion

• Blog keyword buy .05 of total keyword buy
• Add links to Primary Site
• Reference through Primary Site newsletters
• Promote blog through annual conference
• Promote thyself via blog roll and press contacts

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Results

• Stats to come