Damas  - Advertising Super Forum
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Damas - Advertising Super Forum

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Damas  - Advertising Super Forum Damas - Advertising Super Forum Presentation Transcript

  • Earned Media and SEO
  • CORE CONCEPTS BEHIND SEARCH ENGINE VISIBILITY
    Findability
    Relevancy
    Credibility
  • Credibility
    Search traffic is ultimately “earned” by the successes of the whole package (products, services, branding, messaging, etc.)
    We need to push our clients to do things that deserve this treatment
    Search engines use the quantity and quality of external links pointing to a site as the main sign of “credibility”
    Sites with many good links performed better in search engines
    Now social signals such as Twitter, Facebook, and Google+ also matter
    3
    View slide
  • 4
    Building “credibility” is a goal of work we do for our clients
    View slide
  • How Has It Always Worked: Like Currency
    A really good website: “earns” $3,000
    Other Website: Now has $1,000
    Links
    Other Website: Now has $1,000
    Other Website: Now has $1,000
  • Webmasters are all Librarians
    If You Have a Website, and
    If People Link to YOUR Website, then
    You have power to sculpt Google search results
    • This blog post is not only directly endorsing/showcasing Cory Buckner Architects, it’s also passing link value (“currency”) to the Cory Buckner website, increasing their visibility on thousands of search queries.
    • Other sites endorsed in the sidebar see similar benefit
    • Increased lifetime traffic from search due to this blog post will be far greater than traffic from the post itself
  • We Want Our Clients’ Customers To Love Them
    Until Google’s recent Panda Update, Apple had a high ranking for “laptop” even though they refuse to use that terminology on the site
    Why? Because 36 million different websites link to them
    What if our clients’ brands aren’t as beloved?
    7
  • Cheating the System
  • Search Results Have Always Been Sculpted by User Endorsements
  • The 2011 Ecosystem
    Things are different
    Data around sentiment is being trapped in new ways
    Only a small number of people have blogs or websites, but almost everybody has:
  • There’s a lot of content on the web
    Why not have two ways of surfacing it?
    This means everyone has different results
    We need to encourage clients to target both types of journeys
    Algorithmically
    A somewhat scientific process picks the most relevant and trustworthy content
    Socially
    People you know or have chosen to follow on social networks are likely to surface things of interest to you
  • Facebook Like Button
    So far only impacting Bing
    (They’re in a bit of a war with Google)
  • Google+
    +1 Buttons unveiled in March 2011
    Google+ unveiled in June 2011
    Impact is still unknown, but it is unquestionable that Google’s move into social is to have greater access to social-based credibility signals to power their search algorithm
  • A Fundamental Shift
    The linking ecosystem that has powered search results for over a decade was based on the “open” web
    Initiatives such as Google+/+1 are a move towards a “closed” ecosystem without transparency
    The only real certainty is that customer loyalty will continue to translate even more into organic search engine traffic for our clients
    14
  • Other 2011 Developments
    15
  • What Does This All Mean?
    Sharers are Influencers
    We need to work with our clients to create websites, messaging, promotions, and experiences that are worth sharing
    Experiences That Educate, Surprise, or Innovate are shared more often
    Sites about weird/unusual topics, smaller/new brands and products are at an advantage
  • The 2011 Role of SEO
    Why does SEO still exist?
    SEO is becoming even more central to your branding and marketing
    In-House or Agency-Side?
    The answer might be both: in-house to project manage and “evangelize,” agency-side for strategy and additional heavy-lifting
    17
  • Challenges
    You achieve progress outside of traditional marketing channels
    SEO change can be massive, but slow
    Marketers are often uncomfortable with the need to adjust messaging to suit users
    Creatives can be unhappy that SEO compromises their vision
    The C-Suite doesn’t like the lack of control
    18
  • Ownership
    It takes a village
    Agency-side: account managers, SEO strategists (both senior and junior)
    In-house:
    C-suite
    Marketing
    Content
    Technology
    Product
    19
  • Jason Damas
    Twitter:Labelscar
    Linkedin: www.linkedin.com/in/jasondamas
    Thank You