AMA Site Visit to Skullcandy
Posted by Matt Elggren on Feb 13, 2013 in Marketing and Sales Blog | 0 comments
Last Wednesday February 6th the University of Utah’s AMA chapter had the wonderful opportunity to travel to Park City Utah and visit Skullcandy Headphones’ corporate headquarters. We met with Max Joda 2XL & Platform eCommerce Manager and the heads of the paid and non paid online marketing team.
What We Learned
We learned about the importance of content marketing with the new Google panda search algorithm. Link building and meta tag keywords are no longer sufficient or even the main source for Google’s new algorithm. Google now focuses on good content. What is in the page? What images and media are used? Is the site relevant? Who is talking about the site using social media?These are a few question a developer must consider.
Skullcandy is a great example of content marketing. A quick visit to Skullcandy’s website reveals how it uses content to constantly be ranked in the top three non paid search positions on Google. Skull candy uses videos, blogs, news, product info, links to social media sites like Google Plus and more to generate a large amount of relevant content.
Online marketing can be broken in to two categories: paid search and non paid search.
Paid Search
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- Outbid everyone else by paying more for select search terms.
- Outbid everyone by having the highest quality score and bid price
The second option is the least expensive option. Google looks at your landing page and desired search term and then assigns a quality score to your search term. Those who have a high quality score will pay less to get top spots on Google.
The first option is great if your content is still needing to be developed and your quality score is low. Newer start up companies and sites with poor content will likely need to set bidding budgets high if the quality score is low.
Non Paid Search
Non paid search terms (also called organic search) relies heavily on content marketing. Social media sites like Google Plus, (Heavily favored by Google) Facebook, and twitter are used to help generate content. Social media sites are an excellent way to generate buzz. When a company writes a review that is one thing, but when a customer is the one doing the writing, it creates instant credibility. Social media sites allow users or customers to generate content. Often, companies will only need to post once a day. Social media site are great ways to micro blog.
Blogs/News are another way to generate content. Skullcandy uses news stories to generate content that is appealing and interesting to customers. Blogs are a excellent place to place photos and videos and write content that is relevant to desired search terms. Many of blogs like Skullcandy’s allow users to comment and share article they read on the site.
Conclusion
Skullcandy consistently shows up on the first page globally for desired search terms such as: headphones, earbuds, and quality headphones. Page one results are obtained both organically and in paid results because of excellent content marketing.