This is my presentation to the Ad Club's District 7 regional conference. I chose to investigate the relationship between Barnacle SEO and Native Advertising. The lines between SEO and PR are blurring more each day and the growing acknowledgment of the importance of content marketing and native advertising demonstrate that. Plus, good content marketing is often the stuff of which Barnacle SEO is made.

1. NATIVE
ADVERTISING &
BARNACLE SEO
LIKE JUDO FOR GOOGLE
July 18, 2014 – Ad Club NOLA

2. ABOUT
SEARCH INFLUENCE
Helping customers successfully market online since 2006 through search
engine optimization (SEO), social media, paid online advertising, and
reputation management.
Search Influence
• 70+ in-house employees
• 40+ contract writers
• Google AdWords &
Analytics Certified Staff
• Certified Google Partner
Reputation
• 2011 Inc. 500 honoree
• 2012 - 2014 Inc. 5000 honoree
• 2013 Inc. Hire Power Award Winner
• Recognized leader in search and
social for local business
• Over a decade in online media
@searchinfluence

3. OUR TEAM
@searchinfluence

4. WILL SCOTT
CEO, SEARCH INFLUENCEABOUT
ME • First website online in 1994
• Built over 2,500 customized web sites in 18
months (with a staff of 12 – 2000-2002)
• Deployed over 300 local online yellow pages /
year with print “look and feel”
• Part of team which took Sprint YP from zero to
1,000,000 uniques in 18 months (2003-2005)
• Speaks frequently on SEO, Social Media and
Content Marketing
• Local U Faculty member and forum moderator
• Search Engine Land columnist
@w2scott

5. BUILDING A COMPANY
THAT SCALES
@searchinfluence

6. comScore March 2013 Top US Web Properties
Google Sites
Yahoo! Sites
Microsoft Sites
Facebook
Amazon Sites
http://goo.gl/ZiSwq
MOST VISITED SITES
@searchinfluence

7. Most Searched
comScore March 2013 Top Google Web Searches
facebook
youtube
yahoo
yahoo mail
facebook login
http://goo.gl/YMjcI
MOST SEARCHES
@searchinfluence

8. @searchinfluence
http://www.checkfacebook.com/

10. “If you don’t like change,
you’re going to like
irrelevance even less.”
David F. Jakielo

11. @searchinfluence

12. SEO IS
DEAD…
AGAIN
@w2scott

13. BECAUSE,
GOOGLE SUCKS.
@w2scott Luna the Lamprey to tweet in effort to save fish

14. Barnacle SEO: Leveraging Authority for Local Search
Tuesday February 10th, 2009
SMX West: Local Search Marketing Tactics

15. Barnacle SEO Defined
Barnacle SEO:
attaching oneself to
a large fixed object
and waiting for the
customers to float by
in the current.

16. The most important thing in
business is sincerity…
If you can fake that, you’ve got it
made.
Source: Google Webmaster Guidelines

17. BECAUSE,
GOOGLE SUCKS.
@w2scott Luna the Lamprey to tweet in effort to save fish

18. NOT SEO.
GOOGLE KUNG FU.
@w2scott

19. • YouTube
• Yelp
• Pinterest
• Facebook
• Houzz
• YP.com
• And more…
GOOGLE HASAWEAKNESS:
BIG“AUTHORITY”SITES
@w2scott

20. BARNACLE
SEO IN THE
WILD
It’s actually gotten better thanks to
Google screwing everything up
again.
From Mike Blumenthal:
GOOGLE LOCAL SERP RESULTS
CHANGE AGAIN
@w2scott

21. GOOGLE,
PLEASE.
“jewelry buyers metairie la”
@w2scott

22. WHAT?
@w2scott

23. DR.
GRABER
“gastric bypass surgery new
hartford ny”
@w2scott

24. CAUSEWAY
COIN CO.
“gold buyer metairie la”
@w2scott

25. DONALDSON
PLASTIC
SURGERY
“bounce like beyonce”
@w2scott

26. PR WEB
“houma treatment center”
@w2scott

27. HOUZZ
“kitchen remodel new orleans”
@w2scott

28. HOW?!
@w2scott

29. YOUTUBE
Video dominates universal search.
MarketingLand Infographic
@w2scott

30. RANKING
REPORTS
Oh come on, you know you
do it.
@w2scott

31. KEEPING IT
CLEAN-ISH
WHITESPARK
Local Citation Finder
@w2scott

32. WHERE?
@w2scott

33. BARNACLE
SEO
REFERENCE
S:
• Hummingbird's Unsung Impact on
Local Search - moz, David Mihm
• Your Field Guide to “Barnacle”
Local SEO - Local Visibility System,
Phil Rozek
• Barnacle SEO for Local Search
Success - Sixth Man Marketing,
Mary Bowling
• 10 Tips For Using YouTube To Kill At
Local SEO - Search Engine Land,
Chris Silver Smith
• Barnacle SEO – Local SEO for The
Sam’s Club Crowd - Search
Influence, Will Scott
@w2scott

34. THE OPPORTUNITY
“… estimates see this as a ~$2b
opportunity for newspapers by 2016,
accounting for ~40-50% of all digital
revenue.”
- BIA Kelsey
@searchinfluence

35. 35.
STEADY SHIFT TOWARD
DIGITAL MEDIA
Source: BIA Kelsey 2014

36. 36.
Source: KPCB Internet Trends Report 2014
MEDIA SHARE OF USAGE
VS. SHARE OF AD DOLLARS

37. NATIVE ADVERTISING
POPULARITY IS GROWING
• Publishers
• Social Platforms
• Brands
• Agencies
• Technology

38. NATIVE ADVERTISING: PROS

39. NATIVE ADVERTISING CAMPAIGNS:
CRITICAL ELEMENTS FOR
SUCCESS
• Transparency & trust
• Content strategy
• Collaboration
• Earned component
• Content portability
• Training
• Ability to scale
• Measurement
Image source: https://flic.kr/p/5z71rH
According to IAB’s Native Advertising Playbook 2014

40. TYPES OF NATIVE AD
UNITS
• In feed units
• Paid search units
• Recommendation units
• Promoted listings
• In-ad with native element units
• Can’t be contained

41. Includes advertising that appears on desktop and laptop computers as well as
mobile phones and tablets.
US Digital Sponsorship Ad Spending

42. Owned & Earned Media Channels Continue to Gain Traction
SMBS ENGAGING WITH CONTENT-RELATED MEDIA CHANNELS

43. Frequency of Updating Online Properties
SMB’S UNEVEN EFFORTS TO MAINTAIN FRESH CONTENT

44. Ways Business’ Online Properties Are Integrated
SMB Content Integration a Work in Progress

45. CONTENT MARKETING
@searchinfluence

46. TYPES OF CONTENT
WE PRODUCE
 Website content
 Optimized business descriptions
 Neighborhood / community guides
 Vertical guides
 Sponsored editorial content
 Infographics
 Blogging
 Newsletters
 E-mail marketing campaigns
 Press releases
 Social media posts
 White papers
 Journalistic editorial content
 Video
 More…

47. CONTENT EXAMPLES
@searchinfluence

48. NEIGHBORHOOD /
VERTICAL GUIDES
@searchinfluence

50. Content is Important
@w2scott

53. Content is Important
@searchinfluence
/

54. Content is Important

55. Content is Important
@searchinfluence

56. ONLINE PRESS RELEASES

59. NATIVE ADS - NEWSFEED
@w2scott

62. Example Source: The Atlantic http://www.theatlantic.com/

63. Example Source: The New York Times http://www.nytimes.com/

64. SPONSORED BLOGS
@searchinfluence

65. Example Source: http://www.theonion.com/sponsored/insufferable-man-utters-words-craft-beer-movement,110/

67. BLOG CONTENT

68. VIDEO
@searchinfluence

69. Great opportunity to Tell The Story

70. And have customers tell their story

71. Contact Forms

72. VIDEOS
@searchinfluence

73. VIDEOS
@searchinfluence

74. VIDEOS
@searchinfluence

75. Example Source: The Atlantic http://www.theatlantic.com/video/

76. Example Source: The Atlantic http://www.theatlantic.com/video/index/373700/is-trading-stocks-for-suckers/

77. Example Source: BuzzFeed http://www.buzzfeed.com/

78. Example Source: BuzzFeed http://www.buzzfeed.com/friskies/dear-kitten-vertical

79. NON-TRADITIONAL / B2B
@searchinfluence

82. INFOGRAPHICS

83. SOCIAL CONTENT

84. SOCIAL CONTENT

85. CONTENT CASE STUDY
@searchinfluence

86. The History:
• LocateADoc.com is a directory and lead generator for doctors across the US, Canada
and Mexico. In 2012, they went through a site redesign and they lost online authority.
Site traffic also decreased by 52%.
The Approach:
• An aggressive SEO and content marketing strategy was implemented including monthly
infographics.
The Results:
• How to Give Yourself a Breast Exam was published 10/24/2012.
• LocateADoc.com reported 10/24/2012 to be their 2nd highest day of new patient leads
since the new site launched.
Highlights (1 Month Later):
• 2,496 pageviews to the Infographic
• The average time visitors spent on the page was 00:10:54, which is 1,275% above site
average
• Referral site traffic increased 15.2%
National Medical Directory
CONTENT SUCCESS: INFOGRAPHICS

87. WE WANT YOU!WWW.SEARCHINFLUENCE.COM/JOBS
Advertising and PR Manager
http://www.searchinfluence.com/jobs/
@w2scott

88. THANK YOU!
WILL SCOTT
wscott@searchinfluence.com
searchinfluence.com/blog
twitter.com/w2scott