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.

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Using Search and Social to Dominate Digital Shelfspace

  1. 1. Social Search:How to Dominate Digital Shelfspace
  2. 2. Francis SkipperVP of Digital Marketing 617-259-1605 francis@451marketing.com linkedin.com/in/francisskipper @fskip www.451Marketing.com
  3. 3. The Way We Findand Consume Information has Changed
  4. 4. 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
  5. 5. 1 Billion Users 500 Million Users
  6. 6. YOUR BRAND YOURBRAND YOUR BRAND YOUR BRAND
  7. 7. Social Media DirectlyAffects Search Results
  8. 8. We Have MoreOpportunities as Marketers
  9. 9. YOUR YOUR BRAND BRAND YOUR YOUR BRANDBRAND YOUR BRAND YOUR BRAND YOUR BRAND YOUR YOURBRAND BRAND YOUR BRAND
  10. 10. You Are NOTa Search Marketer
  11. 11. Search Marketing is a Full-Time Job
  12. 12. Understanding the Basics Can Enhance Your Overall Marketing and Communications
  13. 13. Search Engine Results Page (SERP)SearchQuery PaidResultsOrganicResults
  14. 14. SEO Has Three Core ComponentsCode Content Connections
  15. 15. AUTHORITY external linking audience sentiment (and the other guys) ENGAGEMENT CONTENT geo-targeted content relevant keywordssocial media interaction unique copy and media
  16. 16. Social Link BuildingKeyword Research & TargetingContent Quality & Accessibility
  17. 17. Quality Content First Content Quality & Accessibility
  18. 18. Develop a Content Strategy
  19. 19. Keywords are…Key Keyword Research & Targeting Content Quality & Accessibility
  20. 20. 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?
  21. 21. Before You:• Consult a keyword tool• Analyze keyword density• Rewrite any contentSit down and perform a Google search.
  22. 22. 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?
  23. 23. Keyword ResearchQ: For what Google search shouldyou rank #1?A: “innovative, creative, game-changing”
  24. 24. 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
  25. 25. Determining User IntentNavigational Queries Informational Queries 80%of all SearchesTransactional Queries
  26. 26. The Long Tail
  27. 27. https://adwords.google.com/o/KeywordToolCreate ads and choose keywords which are related to your business.
  28. 28. www.spyfu.com/Keyword Tools, SEO, and PPC All-In-One.
  29. 29. www.SEMrush.comKeyword Tools, SEO, Facebook and PPC All-In-One.
  30. 30. Keyword Research
  31. 31. Link BuildingLinking is Essential Keyword Research & Targeting Content Quality & Accessibility
  32. 32. Quality Backlinks Essential for Search
  33. 33. Link Review: siteexplorer.search.yahoo.com
  34. 34. Social Link BuildingSocial is Your Friend Keyword Research & Targeting Content Quality & Accessibility
  35. 35. Social SearchMedia Marketing
  36. 36. Make Sharing EasyLinks to social properties on website Share buttons with content
  37. 37. Optimize URLs
  38. 38. Optimize Blogs
  39. 39. Optimize Posts and Updates
  40. 40. MeasureSegment social traffic inGoogle Analytics
  41. 41. Measure: Social Signals
  42. 42. Optimize: Low Hanging Fruit
  43. 43. Social Optimization is an Ongoing Cycle
  44. 44. YOUR YOUR BRAND BRAND YOUR YOUR BRANDBRAND YOUR BRAND YOUR BRAND YOUR BRAND YOUR YOURBRAND BRAND YOUR BRAND
  45. 45. 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
  46. 46. 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
  47. 47. Questions?
  48. 48. 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
  49. 49. 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.
  50. 50. Francis SkipperVP of Digital Marketing 617-259-1605 francis@451marketing.com linkedin.com/in/francisskipper @fskip www.451Marketing.com
  51. 51. Social Search:How to Dominate Digital Shelfspace

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