Using Search and Social to Dominate Digital Shelfspace
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Using Search and Social to Dominate Digital Shelfspace

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451 Marketing's Vice President of Digital Marketing , Francis Skipper, discusses the importance of social media and search marketing integration.

451 Marketing's Vice President of Digital Marketing , Francis Skipper, discusses the importance of social media and search marketing integration.

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    Using Search and Social to Dominate Digital Shelfspace Using Search and Social to Dominate Digital Shelfspace Presentation Transcript

    • Social Search:How to Dominate Digital Shelfspace
    • Francis SkipperVP of Digital Marketing 617-259-1605 francis@451marketing.com linkedin.com/in/francisskipper @fskip www.451Marketing.com
    • The Way We Findand Consume Information has Changed
    • Search engine popularity has increased Worldwide, 1,722,071,000,000searches conducted on Google last year. (Yes, that’s trillion) 4,717,000,000 Per Day
    • 1 Billion Users 500 Million Users
    • YOUR BRAND YOURBRAND YOUR BRAND YOUR BRAND
    • Social Media DirectlyAffects Search Results
    • We Have MoreOpportunities as Marketers
    • YOUR YOUR BRAND BRAND YOUR YOUR BRANDBRAND YOUR BRAND YOUR BRAND YOUR BRAND YOUR YOURBRAND BRAND YOUR BRAND
    • You Are NOTa Search Marketer
    • Search Marketing is a Full-Time Job
    • Understanding the Basics Can Enhance Your Overall Marketing and Communications
    • Search Engine Results Page (SERP)SearchQuery PaidResultsOrganicResults
    • SEO Has Three Core ComponentsCode Content Connections
    • AUTHORITY external linking audience sentiment (and the other guys) ENGAGEMENT CONTENT geo-targeted content relevant keywordssocial media interaction unique copy and media
    • Social Link BuildingKeyword Research & TargetingContent Quality & Accessibility
    • Quality Content First Content Quality & Accessibility
    • Develop a Content Strategy
    • Keywords are…Key Keyword Research & Targeting Content Quality & Accessibility
    • Keyword Research Keyword To get optimal traffic from search engines, need toResearch create content around htHow can you find the bestkeywords to include in yourcontent?
    • Before You:• Consult a keyword tool• Analyze keyword density• Rewrite any contentSit down and perform a Google search.
    • Keyword ResearchAnalyze SERPS for Your Keywords• Who is ranking?• What are they doing effectively?• Create a list of competitors• Is your search too broad?• Can you add modifiers?
    • Keyword ResearchQ: For what Google search shouldyou rank #1?A: “innovative, creative, game-changing”
    • Keyword ResearchQ: What do you do/make/sell?A: “Oh. Full suspensionMountain Bikes & Accessories”. “Keyword Research begins by admitting that you may not have all the data” – Totally wise man
    • Determining User IntentNavigational Queries Informational Queries 80%of all SearchesTransactional Queries
    • The Long Tail
    • https://adwords.google.com/o/KeywordToolCreate ads and choose keywords which are related to your business.
    • www.spyfu.com/Keyword Tools, SEO, and PPC All-In-One.
    • www.SEMrush.comKeyword Tools, SEO, Facebook and PPC All-In-One.
    • Keyword Research
    • Link BuildingLinking is Essential Keyword Research & Targeting Content Quality & Accessibility
    • Quality Backlinks Essential for Search
    • Link Review: siteexplorer.search.yahoo.com
    • Social Link BuildingSocial is Your Friend Keyword Research & Targeting Content Quality & Accessibility
    • Social SearchMedia Marketing
    • Make Sharing EasyLinks to social properties on website Share buttons with content
    • Optimize URLs
    • Optimize Blogs
    • Optimize Posts and Updates
    • MeasureSegment social traffic inGoogle Analytics
    • Measure: Social Signals
    • Optimize: Low Hanging Fruit
    • Social Optimization is an Ongoing Cycle
    • YOUR YOUR BRAND BRAND YOUR YOUR BRANDBRAND YOUR BRAND YOUR BRAND YOUR BRAND YOUR YOURBRAND BRAND YOUR BRAND
    • Takeaways: 1. Customer Centric Keywords Research keywords and social topics to inspire a social content plan 2. Incorporate SEO Across Platforms Optimize and socialize all content production (and integrate analytics) 3. ABO: Always Be Optimizing Establish organizational and interdepartmental goals. Cross train on SEO, social, and content posting
    • Social Positive activity on social platforms Link Building Create direct link references to content internally on your site from high quality, reputable, external sources Keyword Research & Targeting Choose keywords that search engine users are likely to use to find your content. Place important keywords in site content and coding and in external communications (releases, social posts) Content Quality & Accessibility Create useful content that will keep visitors coming back for more. Crafthigh quality user experience (site/platform layout) and ensure accessibility across devices and search engines
    • Questions?
    • About 451 Marketing• Founded in 2004• National communications agency based in Boston and representing Los Angeles, New York, San Diego, and Las Vegas• Managing Partners Nicholas Lowe, AJ Gerritson, and Tom Lee• Named a 2011 and 2012
    • Integrated CommunicationsThe experienced team at 451 Marketing specializesin integrating public relations, social media, andsearch marketing tactics into dynamiccommunications campaigns.We work with brands to build awareness, engagecustomers, and drive business using custom,integrated communications campaigns.
    • Francis SkipperVP of Digital Marketing 617-259-1605 francis@451marketing.com linkedin.com/in/francisskipper @fskip www.451Marketing.com
    • Social Search:How to Dominate Digital Shelfspace