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Monthly Archives: December 2013

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How Can the Value of Top-of-Funnel Channels be Measured – Whiteboard Friday

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By randfish

Posted by randfish

Rand has talked many times about what he calls “serendipitous marketing,” where the work we do at the top of the funnel can take winding and often unexpected paths to conversions. One of the most common questions about content marketing, public relations, and other top-of-funnel efforts is how to prove their value.

In today’s Whiteboard Friday, Rand offers up three ways you can attempt those measurements, along with a bit of perspective you can bring to your clients and higher-ups.

For reference, here’s a still of this week’s whiteboard!

Video transcription

Howdy, Moz Fans, and welcome to another edition of Whiteboard Friday. This week we’re going to talk about the value of top of the funnel demand creation, sorts of channels and tactics, and how you can actually measure the value behind them.

I’m guilty of doing something. I’m going to own up to it. A lot of the time when I talk about these kinds of tactics, stuff that sits at the very top of the funnel that creates that demand or interest in your potential target market, I call them serendipitous and unmeasurable channels. It is true that many of them are very serendipitous, but it’s not entirely true that they’re completely unmeasurable. They’re just very, very hard to measure, but not impossible.

So today I’m going to walk you through that, not because I actually expect you to go and try and do this with every one of those serendipitous, hard to measure channels, but because I think you need to, as a marketer, have this in your toolbox and in your knowledge kit so that when your CMO, your boss, your client, your manager, your team says, “Hey how do we know that xyz is producing returns,” you can say, “Actually, we don’t know that.” Or, “We proved it once, and we have the data from then. We continue to believe that it will drive investment. But here’s how tough it is to measure, and this is why we continue to invest in it and believe in it as a channel even though we don’t have the proof.”

So bear with me for a second. You’ve got your classic marketing funnel. Top of funnel stuff is like creating that awareness of the issue, the problem, the challenge, your industry. Your middle of the funnel is where you’re showing off your solution. The bottom of the funnel is usually where you’re convincing folks to convert and then trying to retain people. So this is fairly simplistic. Most marketers are familiar with it.

The stuff that fits into this creating awareness bucket, that very top of funnel demand creation stuff, those are things like: public relations, getting in news and media and press coverage; a lot of social media engagement, especially social media that is not directly tied to either supporting your product or pushing your product is in that bucket; a lot of conferences, events, trade shows, booths; certainly all those coffee and beer meetings that you might have with people in your field, people outside of your field, and people who are curious; a lot of those serendipitous meetings.

Anything that it fits into what we call top of funnel, which I actually like the shortened acronym there TOFU, TOFU content marketing. Much of the content that content marketers invested in and create is designed to be kind of above the funnel, before people are actually interested in your product or solution. Actually, this includes a lot of things that are brand advertising focused, that are just creating awareness of who you are as a company and that you exist, without specifically talking about the problem folks are facing or your solution to that problem.

So proving the value of this stuff is insanely hard. Let’s use public relations as an example. The classic yard stick that PR professionals have traditionally reported on are number of stories and the quality of those stories and pieces, and where they’ve been published. That’s a lot like in the SEO world reporting rankings and traffic. They’re very high level metrics. They’re sort of interesting to know. But then you have to have the belief that they connect up, that the rankings and the traffic are going to connect up to conversions, or that getting all those print pieces on the web, getting those links, or whatever is going to convert.

This is tough. The way to prove the value of this is you basically have these three options. You can segment, meaning that you segment by something like an industry vertical, by the demographics of your target, pr by geography. I’ll give you an example of this.

So Moz might say, “Hey, we really think that among urban professionals in the technical marketing fields, that is who we’re going to bias all of our public relations efforts to over the next year.” So we’re going to tell our PR firm, our in-house PR person, “Hey, that’s what we want you to focus on. Get us the publications that are relevant to those folks, that are read by them on and off the Web. That’s where we want to be.”

This is interesting, because it means that we can then in the future actually go and measure like, “Well yeah, we had this kind of a result with that particular group that we targeted with PR.” We had this much lower result with this other group that we didn’t target with PR, that we could the next quarter or the next year. This is one way of doing it.

Geography actually is the most common way that I see a lot of startups and technology companies doing this. They basically focus all their efforts around a particular city or a particular state or region, sometimes even a country, and they’ll do this.

At one point, I actually did run a split test using Sweden and Norway, which were places where I visited several people from Moz over the course of a couple years, spoke at some conferences and events, and then we looked at our traffic from those countries, our coverage in those countries, our links from those countries, and eventually our conversions from those countries. We did see a lift, kind of suggesting to us that maybe there was some value in those conferences.

Number two, the second way to do this is you can invest in a channel or tactic for only one of your product lines. If we’re at Moz, we’re going to say, “Hey, you know what? We’re going to do a lot of public relations for Followerwonk specifically, but we are not going to do it for our SEO products. We’re not going to do it for Moz Local. But let’s see how that goes.” This is another sort of segmentation tactic and can be effective. If you see that it works very well for one particular product, you might try repeating it for others.

Then the third one is that you can invest for a limited period of time. Now what’s sad is this one is kind of the most common, but also the worst by far. The reason it’s the worst by far, at least usually, is because most of the work that goes into any of these types of channels, think about it, press and PR, or a coffee and a beer meeting, or going to conferences and events, oftentimes takes a long time to show its value. It builds upon itself. So if I’m doing lots of in-person meetings, some of those will filter back and build on themselves. If you hear about Moz from one or two people in Seattle, well, okay, that’s one signal. If you hear about it from 10, that’s another thing. That might have a different kind of impact on how our brand gets out there.

So this time period stuff I really don’t recommend and usually don’t like. There are cases where it can be okay.

In all three of these, though, what makes it so incredibly challenging is that we have to be able to observe a number of metrics and then try and take the segments that we’re supposed to be looking at, whether that’s time or a product or a vertical or geography, and we want to observe metrics like traffic. We might try to look at mentions, especially for PR and branding focused stuff. We might look at links. We might look at conversion rate and total conversions. Then we have to try and control for every other thing that we’re doing in our marketing that might or might not have affected those metrics as they apply to these channels.

This is why honestly that control bit is so hard. Who’s to say whether public relations are really because we did a big PR effort and we talked to a lot of folks? Or is it because our products got a lot better, customers started buzzing about us, and the industry was turning our way anyway? We would have gotten 50% of those mentions even if we hadn’t invested in PR. I don’t know.

This is why a lot of the time with these forms of marketing, my bias is to say, “You know what? You need to use your educated opinion, and you need to believe in and invest in the quantity of serendipity that you believe you can afford or that you can’t afford not to do, rather than trying to perfectly measure the value that you’re getting out of these.”

It’s possible, but it is tremendously challenging. These are some ways that you can try it if you’d like to. I’d love to hear from all of you in the comments, especially if you’ve invested in this type of stuff in the past or if you have other ways of valuing, of figuring out, and of convincing your managers, your clients, your bosses, your teams to go put some dollars and energy behind these.

All right everyone, we’ll see you next week for another edition of Whiteboard Friday. Take care.

Video transcription by

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Yahoo’s “Clean” Firefox Search Design Looks Even More Like Google

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By Greg Sterling

In the Yahoo blog post announcing the company’s new default search deal with Firefox there’s a small GIF preview of what the new “clean” Yahoo search results will look like. Below are some of the screens from the post:

Yahoo-Firefox UIYahoo-Firefox UIYahoo-Firefox UI

On first blush I thought these were a departure from current Yahoo results but they actually look quite similar to current Yahoo search results, minus the left-hand navigation/filters and most of the ads. The new UI — we still need to see it in action — probably moves incrementally down the path further toward Google.

Yahoo CEO Marissa Mayer has been evolving the Yahoo UI to be more Google-like since arriving at the company. It makes sense given that for years she owned the spartan UI and user experience of the Google homepage before moving over to run local for Google.

Here are Google results for the same queries as above:
Google SERP
Google SERP

Google SERP

Whatever the new-look Yahoo search UI turns out to be Firefox is the beta test for what is likely a broader rollout in the coming months.

The post Yahoo’s “Clean” Firefox Search Design Looks Even More Like Google appeared first on Search Engine Land.



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SEO: The O Is For Outing

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By Kerry Dean

Hello, SEO friends and colleagues. It’s time for us to have an important conversation.

Recently, I read two posts by Larry Kim which detailed an email outreach campaign by in which they apparently solicited paid links from travel bloggers. After reading both articles, it occurred to me that we’re long overdue for a conversation about the concept of “outing” in the world of SEO.

Quick disclaimer: I have no affiliation with, and Larry Kim is one of my favorite people in the SEO industry.

A History Of Outing

Larry’s posts are just the most recent in a long line of articles wherein SEOs and/or websites are busted for grey-hat and/or black-hat SEO strategies, typically for paid links. While I don’t disagree with the idea of writing blog posts that critique SEO strategies, I am not an advocate of “busting” other SEOs.

Furthermore, I thought the headline implied had been hit with a Google penalty (i.e., “Busted for Buying Links”), which I found unfair and misleading. With a headline like that, I guarantee that a significant number of people who saw that headline in their Twitter/Facebook/LinkedIn feeds immediately jumped to the conclusion that had actually been penalized by Google.

In reality, the only thing that actually happened was that Larry publicly outed for reaching out to influential bloggers and offering compensation in exchange for text links.

My intention here is not to ironically bust Larry for busting Larry is an awesome guy, and he hasn’t done anything wrong by writing about a paid link program.

Clearly, buying links is against Google’s Quality Guidelines (Link Schemes), and if is paying for links, they are obviously violating those guidelines. I’m not arguing that point.

Larry has every right to bring this information to light, and I’m sure there are several other industry bloggers who are pissed that they got scooped on that story. But does it have to be that way? Is there a better way?

The issue here is the power of certain SEO topics to create far-reaching negative consequences for a variety of parties. Such topics include:

  • Website W was caught buying links
  • Website X got penalized by Google
  • Website Y got hit by Panda
  • Website Z got hit by Penguin
  • SEO is dead. (Beaten to death, but I’m sure we’ll read it again soon.)

Any one of those headlines has the power to send our industry into a frenzy. In some cases, it’s all fun and games. For example, let’s say I write an amazing post declaring that SEO IS DEAD! If I write it in a clever way, I will get the SEO industry buzzing while generating some follows, shares and likes for myself.

I can build even more buzz and more followers if I’m the first to break a story about a site being penalized by Google. I’ll get extra points if it’s related to Penguin or Panda.

Back in 2011, I thought the NYTimes had turned that idea into a minor hobby. After those articles were published, we can assume that the following days were not all sunshine and rainbows for some of our SEO brethren.

The Consequences Of Being Outed

Those stories can also create a PR nightmare for SEO agencies and consultants which have been accused of unethical behavior. Given a big enough brand, those articles can have drastically negative consequences that affect peoples’ livelihoods, jobs, families, etc.

I’m not saying that we should stop writing about sites that have been penalized. I’m not saying that we need to hold a Hands-Across-America SEO lovefest.

But, shouldn’t there be some sort of “Code of the Schoolyard” when it comes to accusing SEOs of being evil, black-hat or ne’er-do-wells? Perhaps such a code can be a component of the SEO Congress that industry folks are contemplating.

I’m not a fan of SEOs outing other SEOs for using grey-hat or black-hat techniques. for several reasons. When an outing story goes viral and gains traction in the media, it hurts our industry, as it only perpetuates the idea that SEO is some sort of black magic brimming with unethical characters and strategies.

There is no doubt that our industry has a seedy underbelly, but the fact of the matter is that most professional SEOs are hard-working white-hats which are doing their best to abide by Google’s webmaster guidelines.

If the world could peer into our collective cubicle, all they would see is a nerd-tastic kingdom of rule-followers with gigantic pivot tables, massive code libraries, and extra helpings of creativity. Sure, there are black-hats are out there — but I doubt there are any black-hats sitting in a room at the office, scheming up black-hat SEO strategies.

Each time one of these outing stories shows up in my newsfeed, I know that clients are going to see it, read it, and then ask me about it – while at the same time adding an extra layer of scrutiny to any current link-building strategy on the table.

You thought it was hard getting buy-in for that amazing link outreach/partnership idea you had today? Now, it’s even tougher. Every time “paid links” shows up in the LinkedIn newsfeed, getting buy-in becomes more and more difficult, as people become even more skeptical of link building in general.

Even if the outing is done with the intention of alerting Google to some state-of-the-art black-hat technique, I think publicly outing a fellow SEO hurts all of us. SEO is hard enough without having to look over our shoulders for axes being thrown at us by our colleagues.


SEOs need to support each other. Instead of outing each other, I would really love it if there was another way. Developers tend to reach out to each other when code is not working. Why can’t SEOs do the same when it comes to questionable SEO tactics? That option would be better than throwing each other under the bus.

And let’s be realistic here — I’m sure if we started digging into the inner workings of every major website, we would likely find something that is questionable (and possibly a little shady) on every single site.

Perhaps it is something intentional. Perhaps it’s a mistake made by an SEO noob. Perhaps it’s something that was done long ago, when a now-black-hat tactic was considered white-hat. Or perhaps it’s an issue caused by the platform or CMS. (It’s not out of the ordinary for platform issues to cause SEO problems.)

Creating and maintaining a website is hard work. Nobody does it perfectly. Just look under the hood at your crawl errors in Google Webmaster Tools – we’ve all got them.

So, the last thing I need is someone publicly pointing out that my client’s platform is creating duplicate sites on the non-www site and www versions. And please don’t focus on the fact that it has wildcard subdomains enabled and there are literally thousands of subdomains with the same site mirrored on each one. I know about it. You know about it. There is no need for a blog post calling me out for it.

How bad would our lives be if we had to constantly wonder if some SEO influencer/authority was going to uncover all the warts on our site and/or in our SEO campaigns? Is that the world you want to live in?

Honestly, I think I’m getting old. Ten years ago, I would have been super amped to write an article about some sites that were doing shady stuff. The SEO world was like the Wild West back then, so anything was fair game.

Today, even though it’s still SEO, it feels different. It is different. All the Google algorithm updates have scared us into being responsible and respectful.

In light of that, it would really be awesome if we had a different way to discuss some of the questionable SEO strategies we’re seeing nowadays. Right? Or am I the only one who thinks that?

If you disagree, and you would like for everything to stay as-is, I could be open to that. Just let me know. In fact, I could probably churn out a few articles outing some major sites in the next few weeks… I mean, if that’s what you want. Otherwise, let’s build a better world for ourselves – one where we can reach out to help our fellow SEO.

The post SEO: The O Is For Outing appeared first on Search Engine Land.



SearchCap: Firefox Picks Yahoo, Apple Maps Partners & Bing Home Page HD

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By Barry Schwartz

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

From Search Engine Land:

  • Free Ride? In Europe, Google Will Remain Firefox Search Default Despite No Deal

    How much does it cost to be Mozilla’s Firefox search provider in Europe? Perhaps nothing — because Google will continue to be the provider there despite not having any formal deal with Mozilla, come this December. Yesterday, it was big news that Mozilla announced new deals making Yahoo the default search provider for Firefox in the US, Yandex […]

  • Bing Home Page Images Go High Definition, Add Captions & Add Features

    Bing announced changes to their search home page including a new HD quality daily background image, improved captions of the image, ways to customize the news on the bottom and quick links to Microsoft Office tools. The new home page images are HD quality with 1920×1080 pixels wide screen display. New image captions enables users […]

  • How Organic Search Has Transformed The Rules Of Business

    Organic search has dramatically changed the way consumers consider and make purchases, says columnist Trond Lyngbø, and marketers who “get” this can profit big.

  • Apple Maps Using New Partners For Multiple-Location Map Submissions

    In October Apple launched Apple Maps Connect, intended to allow individual business owners to edit or add local business listings directly into Apple’s database. Apple told me at the time that it wasn’t intended for webmasters or outside agencies to manage multiple locations or listings on behalf of their clients. However I knew that would immediately arise as a question. Accordingly, local SEO Andrew Shotland […]

  • Want Links? Be A Jerk!

    Columnist Bryson Meunier discusses some of the problems inherent in Google’s view of a link as an endorsement for another site.

  • Corita Kent Artist & One-Time Catholic Nun Celebrated With Google Logo Reflecting Her Iconic Work

    Today marks what would have been the 96th birthday of Corita Kent, an artist whose work was known for its bold, colorful images spreading messages of love, peace and social justice. To pay tribute, Google has marked Kent’s birthday with a Google logo mirroring her style and form. Kent began her career as a catholic […]

  • Yahoo’s “Clean” Search Design For Firefox & Yahoo Users Looks Even More Like Google

    In the Yahoo blog post announcing the company’s new default search deal with Firefox there’s a small GIF preview of what the new “clean” Yahoo search results will look like. Below are some of the screens from the post: On first blush I thought these were a departure from current Yahoo results but they actually look quite similar […]

  • Yahoo Replaces Google As Default Search Provider in Firefox

    Yahoo and Mozilla just announced a “strategic five-year partnership that makes Yahoo the default search experience for Firefox in the United States on mobile and desktop.” The companies said they will explore other potential “future product integrations and distribution opportunities to other markets.” Yahoo is thus going to displace Google the current Firefox search provider. […]

Recent Headlines From Marketing Land, Our Sister Site Dedicated To Internet Marketing:

Search News From Around The Web:


Local & Maps



SEM / Paid Search

Search Marketing

The post SearchCap: Firefox Picks Yahoo, Apple Maps Partners & Bing Home Page HD appeared first on Search Engine Land.



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The Coming Integration of PR and SEO

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By SamuelScott

Posted by SamuelScott

This post was originally in YouMoz, and was promoted to the main blog because it provides great value and interest to our community. The author’s views are entirely his or her own and may not reflect the views of Moz, Inc.

Earlier this year, I published a Moz post that aimed to introduce the
basic principles of public relations that SEOs and digital marketers, I argued, need to know. (Specifically, the post was on media relations and story-pitching as a means of getting coverage and “earning” good links.)

Following the positive response to the post, Moz invited me to host a recent Mozinar on the integration of PR and SEO. (
You can listen to it and download the slides here for free!) As a former print journalist who later became a digital marketer, I love to discuss this niche because I am very passionate about the topic.

In summary, the Mozinar discussed:

  • Traditional marketing and communications theory
  • Why both inbound and outbound marketing are needed
  • An overview of the basic PR process
  • How to use PR software
  • Examples of messaging and positioning
  • Where to research demographic data for audience profiles
  • How to integrate SEO into each step of the workflow
  • How SEO and PR teams can help each other
  • Why the best links come as natural results of doing good PR and marketing
  • “Don’t think about how to get links. Think about how to get coverage and publicity.”

At the end of the Mozinar, the community had some intriguing and insightful questions (no surprise there!), and Moz invited me to write a follow-up post to provide more answers and discuss the relationship between SEO and PR further.

Follow-ups to the PR Mozinar

Before I address the questions and ideas at the end of the Mozinar, I just wanted to give some more credit where the credit is certainly due.

People like me, who write for major publications or speak at large conferences, get a lot of attention. But, truth is, we are always helped immensely by so many of our talented colleagues behind the scenes. Since the beginning of my digital marketing career, I have known about SEO, but I have learned more about public relations from observing (albeit from a distance) The Cline Group’s front line PR team in Philadelphia over the years.

So, I just wanted to thank (in alphabetical order)
Kim Cox, Gabrielle Dratch, Caitlin Driscoll, Max Marine, and Ariel Shore as well as our senior PR executives Bill Robinson and DeeDee Rudenstein and CEO Josh Cline. What I hope the Moz community learned from the Mozinar is what I have learned from them.

Now, onto the three Mozinar Q&A questions that had been left unanswered.

  • Why do you use Cision and not Vocus or Meltwater or others?

I do not want to focus on why The Cline Group specifically uses Cision. I would not want my agency (and indirectly Moz) to be seen as endorsing one type of PR software over another. What I can do is encourage people to read these writings from
RMP Media Analysis, LinkedIn, Alaniz Marketing and Ombud, then do further research into which platform may work best for them and their specific companies and needs.

(Cision and Vocus recently agreed to merge, with the combined company continuing under the Cision brand.)

  • Do you have examples of good PR pitches?

I’ve anonymized and uploaded three successful client pitches to our website. You can download them here: a
mobile-advertising network, a high-end vaporizer for the ingestion of medicinal herbs and a mobile app that helps to protect personal privacy. As you will see, these pitches incorporated the various tactics that I had detailed in the Mozinar.

Important caveat: Do not fall into the trap of relying too much on templates. Every reporter and every outlet you pitch will be different. The ideas in these examples of pitches may help, but please do not use them verbatim.

  • Are there other websites similar to HARO (Help a Reporter Out) that people can use to find reporters who are looking for stories? Are the other free, simpler tools?

Some commonly mentioned tools are
My Blog U, ProfNet, BuzzStream and My Local Reporter. Raven Tools also has a good-sized list. But I can only vouch for My Blog U because it’s the only one I have used personally. It’s also important to note that using a PR tool is not a magic bullet. You have to know how to use it in the context of the overall public relations process. Creating a media list is just one part of the puzzle.

An infographic of integration

And now, the promised infographic!

I told the Mozinar audience we would provide a detailed infographic as a quick guide to the step-by-step process of PR and SEO integration. Well, here it is:


A second credit to my awesome colleague
Thomas Kerr, who designs most of The Cline Group’s presentations and graphics while also being our social media and overall digital wizard.

Just a few notes on the infographic:

First, I have segmented the two pillars by “PR and Traditional Marketing” and “SEO & Digital Marketing.” I hate to sound stereotypical, but the use of this differentiation was the easiest way to explain the integration process. The “PR” side deals with
people and content (e.g., messaging, media relations, and materials, etc.), while the “SEO” side focuses on things (e.g., online data, analytics, and research, etc.). See the end of this post for an important prediction.

Second, I have put social media on the online side because that is where the practice seems to sit in most companies and agencies. However, social media is really just a set of PR and communications channels, so it will likely increasingly move to the “traditional marketing” side of things. Again, see the end.

Third, there is a CMO / VP of Marketing / Project Leader (based on the structure of a company and whether the context is an agency or an in-house department) column between SEO and PR. This position should be a person with enough experience in both disciplines to mediate between the two as well as make judgment calls and final decisions in the case of conflicts. “SEO,” for example, may want to use certain keyword-based language in messaging in an attempt to rank highly for certain search terms. “PR” might want to use different terms that may resonate more with media outlets and the public. Someone will need to make a decision.

Fourth, it is important to understand that companies with numerous brands, products or services, and/or a diverse set of target audiences will need to take additional steps:

The marketing work for each brand, product, or service will need its own specific goal and KPI(s) in step one. Separate audience research and persona development will need to be performed for each distinct audience in step two. So, for a larger company, such as the one described above, parts of steps 3-8 below will often need to be done, say, six times, once for each audience of each product.

However, the complexity does not end there.

Online and offline is the same thing

Essentially, as more and more human activity occurs online, we are rapidly approaching a point where the offline and online worlds are merging into the same space. “Traditional” and “online” marketing are all collectively becoming simply “marketing.”

Above is our modern version of traditional communications and marketing theory. A sender decides upon a message; the message is packaged into a piece of content; the content is transmitted via a desired channel; and the channel delivers the content to the receiver. Marketing is essentially sending a message that is packaged into a piece of content to a receiver via a channel. The rest is just details.

As Google becomes smarter and smarter, marketers will need to stop thinking only about SEO and think more like, well, marketers. Mad Men’s Don Draper, the subject of the meme at the top of the page, would best the performance of any link builder today because he understood how to gain mass publicity and coverage, both of which have always been more important than just building links here and there. The best and greatest numbers of links come naturally as a
result of good marketing and not as a result of any direct linkbuilding. In the 2014 Linkbuilding Survey published on Moz, most of the (good) tactics that were described in the post – such as “content plus outreach” – are PR by another name.

At SMX West 2014 (where I gave a talk on SEO and PR strategy), Rand Fishkin took to the main stage to discuss what the future holds for SEO. Starting at 6:30 in the video above, he argued that there will soon be a bias towards brands in organic search. (For an extensive discussion of this issue, I’ll refer you to Bryson Meunier’s essay at Search Engine Land.) I agree that it will soon become crucial to use PR, advertisingand publicity to build a brand, but that action is something the Don Drapers of the world had already known to do long before the Internet had ever existed.

But things are changing

The process that I have outlined above is a little vague on purpose. The lines between SEO and PR are increasingly blurring as online and offline marketing becomes more and more integrated. For example, take this very post: is it me doing SEO or PR for our agency (while
first and foremost aiming to help the readers)? The answer: Yes.

In a Moz post by Jason Acidre on
SEO and brand building, I commented with the following:

Say, 10 years ago, “SEOs” were focused on techie things: keyword research, sitemaps, site hierarchy, site speed, backlinks, and a lot more. Then, as Google became smarter and the industry become more and more mature, “SEOs” woke up one day and realized that online marketers need to think, you know, like marketers. Now, I get the sense that digital marketers are trying to learn all about traditional marketing as much as possible because, in the end, all marketing is about
people — not machines and algorithms. What the f&*# is a positioning statement? What is a pitch? I just wish “SEOs” had done this from the beginning.

Of course, the same thing has been occurring in the inverse in the traditional marketing world. Traditional marketers have usually focused on these types of things: messaging documents, media lists, promotional campaigns, the 4 Ps, and SWOT analyses. Then, as more human activity moved to the Internet, they also woke up one day and saw an anarchic set of communications channels that operate under different sets of rules. Now, on the other end, I get the sense that traditional marketers are trying to learn as much as possible about SEO and digital marketing.
What the f&^% is a rel=canonical tag? What is Google+ authorship? I just wish traditional marketers had done this from the start.

In fact, such a separation between SEO and PR is quickly dying. Here is a simplified version of the marketing and communications process I outlined at the beginning:

Traditional marketers and communications professionals have used this process for decades, and almost everything that (the umbrella term of) SEO does can fit into one of these boxes. A message can appear in a newspaper article or in a blog post. Content can be a sales brochure or an e-book. A channel can be the television or Facebook. A lot of technical and on-page SEO is simply good web development. The most-effective type of off-page SEO is just PR and publicity. Public-relations executives, as I
have written elsewhere, can also learn to use analytics as yet another way to gauge results.

It all goes back to this tweet from Rand, which I cite in nearly every offline conversation with the marketing community:

SEO as an entity (sorry for the pun)
unto itself is quickly dying. The more SEO entails, the more the umbrella term becomes useless in any meaningful context. For this reason, it is crucial that digital marketers learn as much as possible about traditional marketing and PR.

So, in the end, how does one integrate public relations and SEO? By simply doing good

Want more? Don’t forget to watch the Mozinar — I’d love to get your feedback in the comments below!

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Agency 101: How to Build a Perfect Digital #Marketing Team by @firaskittaneh

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By Firas Kittaneh

Since most marketing efforts are focused online, it is really easy to forget about how important people are in the process. Investing time and energy into building a perfect marketing team is essential because the right team will carry your online marketing in the best direction possible. The question becomes, what positions do you need to fill and what exactly will their responsibilities be? There are several structures that could work well—and in some cases people may be able to handle multiple roles if they have the time and talents to do so. Here is an outline for your digital marketing dream-team. Always […]

The post Agency 101: How to Build a Perfect Digital #Marketing Team by @firaskittaneh appeared first on Search Engine Journal.