NEWER! My article is live and, let me say this: the support has been phenomenal! Even more impressive is the fact that the conversation has been so positive and educational for everyone. Come join us and learn more about doing business online. If you dig it, share it forward.
The Adaptive SEO Approach (a.k.a. Bringing leads to you, engaging audiences, and converting naturally!) – http://unbounce.com/seo/the-adaptive-seo-approach
NEW! We started a Facebook Support-A-Thon event to promote the Unbounce.com #ConversionFest and my upcoming article. Join us and we’ll connect further, setting up opportunities for future cross-promotions and other collaboration! Definitely check out the Unbounce.com Conversion Fest scoreboard to learn tons of useful stuff for career shifters, business owners, and creatives alike!
I don’t often “sell” or make shameless plugs here on Y3B but it’s time to be a little selfish. I’m going to be honest here, folks…
I need your help promoting my upcoming guest blog entry on Unbounce.com! Without your help, it will be an EPIC FAIL. Just saying.
On August 16th, the article goes LIVE and I’m a tad bit nervous (though I am glad for the extra prep time). I humbly admit that I likely won’t win the grand prize and I’m fine with that… But I do want to see just how good I can promote something when the urgency is really there (and I have tons of other things going on, mind you). I’ve already started plugging away but, once we’re a week out from the publishing date, you better believe I’ll be priming our audiences and networks to promote my guest blog entry and get the gold seal!
All I will need is for you to retweet, have your followers retweet, leave comments, and share on Facebook. This is the stuff you already do but I also ask that you put Buffer, Dlvr.it, Paper.li, TwitterFeed, and all that other wonderful stuff to work to help automate and catch people when they are really paying attention. I want to see just how much exposure this article will generate. I’m anxious and excited at the same time.
I want to thank Laurinda Shaver, John Gordon, Oli Gardner, Julie Nutter, and Christian Hollingsworth for helping me get that extra level of polish on what started off as a VERY rough draft. You all ROCK my socks!
Now for a preview and some additional thoughts on the article in question…
What I will be sharing with you via the Unbounce.com Conversion Fest is a bit of a primer on Search Engine Optimization (SEO) and how it ties into Social Media, Inbound Marketing, and Conversions. SEO is one of those things that every expert has a different take on. The contrasting ideas make people apprehensive about the value of SEO and SEM (Search Engine Marketing) alike so, really, let’s put the techie stuff aside and think about what this really is all about: Inbound Marketing.
The goal here is to bring customers to you so that your online content serves as more than a virtual business cards. Make your content more findable and target the right audience so that they can naturally stumble upon your stuff and get excited about it all. When you do this right, you have pre-qualified leads hitting your web site, which makes it easier to convert people.
That’s all there really is to SEO, though the HOW is a bit trickier to explain.
CRO (Conversion Rate Optimization) is another one of those pesky acronyms that is thrown around a lot. To simplify things, I offer this explanation: conversions are what happen when you set goals for your audience/visitors and the goals are met; thus, your conversion rate would show you how often this happens versus how often it does not. Essentially, conversions happen when you do a good job of engaging people, connecting, capturing contact information, acquiring opt-ins/permission.. And getting them to buy into whatever it is you’re trying to sell.
Do not confuse conversions with selling, though there are sales conversions.
A conversion could be getting someone to complete a survey. It can also be having someone Like your Facebook fan page. Conversions can be anything, really.
One of the main points I drive home is that SEO, like many other facets of Internet, Web, or Online Marketing (whatever you want to call it), requires a good portion of research and constant dipsticking. Most focus so hard on the techniques and strategies that they miss the whole assess-evaluate-retool phase, which is where I came up with this whole notion of “adaptive SEO”. Being adaptive, to me, means realizing that our methods are never full-proof and are not guaranteed for everyone. SEO is especially tricky when it comes to getting extremely different results with the same techniques across the board.
While it is possible to create evergreen content (stuff that will always be interesting or relevant), we know that marketing is a marathon. You either keep an ongoing effort up or you do things in highly-focused campaigns. Either way, you can’t set-it-and-forget-it. Let’s not forget that our needs and goals will evolve as we overcome challenges along the way and gain more experience - it’s only natural that we’ll have to revisit our business plans to shift our focus to the things that are really getting results.
The beauty of SEO, at least how I and a few others I know offer it, is that it allows you to constantly gauge where you are at and plot a path to where you want to be.
My article will touch upon these concepts and bridge the gap between SEO and driving real results. I even provide a case study for one of my very own clients, USA Corporate Services INC. I wasn’t nearly as humorous or clever as I normally am. This time, I wanted to have the message and it’s usefulness stand above jargon, hype, and gimmicks (well, moreso than usual) – I really hope you enjoy it!
Remember: Stay tuned to…