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Search & Social 101

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As the relationship between search and social continues to grow, it’s important for businesses to start taking one integrated approach to online strategy that considers how search and social media can …

As the relationship between search and social continues to grow, it’s important for businesses to start taking one integrated approach to online strategy that considers how search and social media can work together to meet overall business objectives. This presentation gives an overview of how search and social media influence one another and also includes a few tactics to consider when taking an integrated approach to online strategy.

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  • 1. SEARCH
&
SOCIAL
101
 AUGUST
2011

  • 2. Defining
SEM
 Search Engine Marketing (SEM) typically refers to pay-per-click search advertisements ran through Google AdWords or Microsoft AdCenter. In reality, SEM involves all acts associated with researching, submitting and positioning a website in search engine results, including SEO. Source: www.orbitalmarketing.ca/services.html2
  • 3. Paid
Search
Engine
Results
on
Google
 Paid Search ResultsPaid Search Results3
  • 4. Where
Can
You
AdverGse
With
Paid
Search?
 The Google Network – 70% Share of the Search Market Keyword Targeting Contextual Targeting Image Sources: www.netbooster-agency.co.uk/4 www.quinncom.net/
  • 5. Where
Can
You
AdverGse
With
Paid
Search?
 Bing & Yahoo! – 30% Share of the Search Market Partners Search Search and Contextual Targeting5
  • 6. Why
Run
a
Paid
Search
Campaign?
 YOU
CAN
EFFECTIVELY…
 •  Increase
Website
Traffic
 •  Build
Brand
Awareness
 •  Drive
&
Track
E‐Commerce
Sales
 •  Promote
a
Facebook
Page
 •  Market
a
Mobile
App
 •  Promote

a
YouTube
Channel
or
Video
 •  Manage
Brand
ReputaHon
&
Crisis
SituaHons
 •  And
More!
 REACH
SEARCH
USERS
THROUGH
TEXT,
IMAGE,
VIDEO,
RICH
MEDIA
OR
MOBILE
ADS
6
  • 7. So
That’s
SEM…What’s
SEO?
 Search Engine Optimization (SEO): The process of improving the quality and volume of traffic to a website by employing a series of proven techniques to help the website achieve a higher “organic” ranking with major search engines.7
  • 8. Organic
Search
Results
on
Google
Organic Search Results8
  • 9. Why
Is
SEO
Important?
 •  A
recent
study
on
search
behavior
showed:
   94%
of
users
tested
clicked
on
a
 first
page
search
result.
*
   Only
6%
of
users
clicked
to
the
 second
page
of
search
results.
*
   The
#1
ranking
result
garnered
 around
33%
of
the
total
clicks.
*
 •  A
separate
study
showed
that
39%
of
search
 users
link
search
ranking
to
company
 prominence.
**
 •  So,
ranking
highly
in
search
results
has
become
 very
important
for
both
site
traffic
and
brand
 reputaHon!
 Sources: * - Chitika, Inc.9 ** - JupiterResearch
  • 10. What
Determines
Organic
Search
Ranking?
 •  ≈200
signals
are
considered
when
Google
ranks
search
 results.
*
 •  A
few
of
the
signals
most
heavily
weighted:
   Inbound
Links
(links
to
your
web
page)
   Quality,
QuanHty,
Originality
and
Freshness
of
 Content

   Content’s
Relevancy
to
User’s
Search
Query
 •  Social
media
is
becoming
more
of
a
factor
in
search
 ranking.
 Sources: SearchEnglineLand.com10 DailyBlogTips.com
  • 11. The
IntegraGon
of
Search
&
Social
 •  Two
ways
users
find
informaHon
online:

Search
&
Social
Networks
 •  When
ranking
pages,
search
engines
now
count
links
shared
on
Twi_er,
YouTube,
 blogs,
social
bookmarking
sites
and
public
Facebook
pages.
 •  Search
engines
are
also
trying
to
take
social
authority
into
account.
 •  Social
engagement
online
is
also
important
in
relaHon
to
search:
   Social
media
messaging
containing
keywords
can
influence
search
 volume
around
specific
terms.
   When
the
messaging
spreads,
users
who
search
are
then
led
to
a
page
 you
opHmized
for
those
keywords.
 Image Source: www.madcheapseo.com11
  • 12. Sharability,
Embeddability
&
SyndicaGon
 •  Along
with
links,
social
acHons
(i.e.
“Likes”,
retweets
or
+
1’s
of
a
web
page)
are
now
 effecHng
search
results.

 •  To
search
engines:
“Likes”,
Retweets
&
Recommenda4ons
=
Popularity
=
Quality
Content
 •  So,
it’s
now
very
important
to
make
it
easy
for
users
to
share
or
recommend
your
 content.
   Add
bu_ons
or
widgets
allowing
for
“Likes”,
retweets,
+
1’s
and
social
 bookmarking.
   Consider
syndicaHng
content
to
other
sites
through
an
RSS
feed
(can
increase
 links).
   Provide
an
embed
code
for
any
videos
posted,
so
others
can
repost
to
their
 sites.
12
  • 13. Sharability
–
Bing
&
Facebook
 •  From
search
engine
to
recommendaHon
 engine?
Social’s
now
influencing
where
 searchers
will
click!
 •  Pages
“Liked”
by
Facebook
friends
are
given
 more
weight
on
Bing
and
appear
first
in
search
 results.
13
  • 14. Sharability
–
Google
+1
 •  Similar
effect
‐
Google
is
now
showing
results
 that
have
been
frequently
“+
1’d”
14
  • 15. Social
Media
OpGmizaGon
(SMO)
 •  Like
normal
web
pages,
social
media
properHes
can
also
be
opHmized…
   Facebook
–
Including
keywords
in
the
URL,
“about”
box,
“info”
tab,
photo
&
 video
capHons,
event
descripHons,
discussion
forum
and
status
messages.
   Twi_er
–
Placing
keywords
in
username,
bios,
pictures,
tweets
and
 “favorited”
tweets.
   YouTube
–
InserHng
keywords
into
video
Htles,
descripHons,
tags,
capHons,
 transcripts
and
comments.
 •  And
don’t
forget
about
engagement!
   Facebook
pages
with
more
interacHon
and
YouTube
videos
with
more
 comments
and
raHngs
will
rank
higher.
 Image Source: www.optisourceblog.com15
  • 16. Social
Content
OpGmizaGon
(SCO)
 •  Similar
to
SEO
&
SMO,
but
opHmizing
all
digital
assets
instead
of
just
web
text
or
 social
media
embassies.
 •  SCO
includes
opHmizing:
   Documents/PDFs
   Images
   Videos
   Press
Releases
   Blogs
   Recipes
   And
More!
 •  SCO
can
involve
simply
tagging
images
with
keywords
or
can
be
more
complex
 (e.g.
Restructuring
a
recipe
secHon
so
items
appear
in
search
with
rich
snippets).
 •  See
Edelman
Digital’s
SCO
plan
outlined
in
the
following
slide.
16
  • 17. Content
OpGmizaGon
Plan
17
  • 18. Structured
Data
 •  Consider
structured
data
as
a
way
to
improve
search
visibility.
 •  This
is
a
way
to
markup
language
on
the
back‐end
of
your
site
to
make
it
easier
 for
engines
to
recognize
what
your
content’s
about
and
provide
high
quality
 results.
 •  Structured
data
is
rewarded
and
given
higher
priority
in
search
results.
 Recipe and Product rich snippets taken from Google. •  It
has
been
very
impacmul
in
improving
organic
search
volume
for
companies
 such
as
Best
Buy.
 •  Products,
reviews
and
recipes
can
all
be
marked‐up
to
create
richer
search
 results
and
increase
organic
traffic.
18
  • 19. Video
SEO
 •  Videos
now
onen
appear
at
the
top
of
search
results.
 •  Get
ahead
of
the
game
by
opHmizing
your
videos.
 •  Find
keywords
using
the
YouTube
keyword
tool.
 •  Add
the
keywords
to
your
scripts,
video
Htles,
descripHons
and
tags,
and
upload
 transcripts
of
the
dialogue.
 •  Engage
on
the
site
as
you
would
any
other
network
and
encourage
raHngs.
 •  Link
to
other
videos
or
websites
in
video
descripHons.
 •  Choose
a
great
thumbnail
image
that
will
draw
clicks.
19
  • 20. SEO
Meets
TradiGonal
Media
 •  Try
and
opHmize
press
releases
whenever
possible.
 •  Don’t
use
industry
jargon!
 •  Instead,
find
high
quality
keywords
and
place
them
in
the
Htle
and
body
of
the
 release
 •  You
can
also
bold
keywords
or
strategically
include
them
in
link
anchor
text.
 •  But
don’t
sacrifice
its
quality
or
readability!
 •  Link
back
to
your
website
or
social
media
properHes
in
the
release.
 •  Drive
people
to
search
for
the
keywords
your
press
release
has
been
opHmized
 for
via
social
media.
20
  • 21. SEO
Tips:
Making
a
Site
Search
Engine
Friendly

 •  Give
search
engines
plenty
of
text
to
crawl
and
not
just
images.
   FYI
–
Text
embedded
within
images
or
logos
can’t
be
 crawled!
 •  Avoid
a
high
adverHsement
to
content
raHo.
 •  Try
to
avoid
using
fancy
features
like
Javascript
and
Flash
that
search
 engines
can
have
trouble
crawling.
 •  Make
sure
each
page
is
linked
to
from
at
least
one
other
page
if
you
 want
it
indexed
by
search
engines.

 •  Don’t
require
users
to
login
in
order
to
access
content.
Search
engines
 can’t
get
past
that
login
point,
so
they
won’t
see
that
content.
21
  • 22. SEO
Tips:
Take
Advantage
of
Your
Digital
Ecosystem
 •  If
you
have
a
large
number
of
websites
and
social
media
 embassies,
then
use
them
to
your
advantage!
 •  More
sites
means
more
opportuniHes
to
build
links
to
different
 brand
pages.
 •  When
appropriate,
you
can
also
use
all
your
different
social
 properHes
to
spread
the
message
about
a
product
or
event.
 •  Take
advantage
of
opportuniHes
to
increase
visibility
on
social
 networks.
 
(e.g.
Company
X
has
Facebook
pages
for
brands
A,
B
&
C.
Brand
A
 adds
the
pages
of
Brand
B
and
C
to
its
public
list
of
favorites
and
 vice
versa)
22
  • 23. SEO
Tips:
Integrate
SEO
Efforts
With
Paid
Search
 •  Neither
a
paid
search
nor
an
SEO
approach
is
be_er
than
the
other.
 An
integrated
approach
is
best!
 •  A
past
study
done
by
Nielsen
Research
showed
a
32%
increase
in
click‐ through‐rate
when
a
brand
appeared
highly
in
both
paid
and
organic
 results.
 •  Paid
search
has
many
complimentary
advantages:

   It
gives
you
an
immediate
presence
in
search
results
(in
 case
a
new
product
launches
or
there’s
a
sudden
PR
crisis).
   It
lets
you
direct
users
to
the
page
of
your
choice.
   Data
and
key
learnings
can
be
taken
from
paid
campaigns
 and
help
you
prioriHze
where
to
focus
your
SEO.
 Source: www.blizzardinternet.com23
  • 24. Helpful
Search
Tools:
Google
Keyword
Tool
 Find keywords and search volume for brand-related queries www.adwords.google.com/select/KeywordToolExternal24
  • 25. Helpful
Search
Tools:
YouTube
Keyword
Tool
 Find keywords for video SEO and ideas for new content https://ads.youtube.com/keyword_tool25
  • 26. Helpful
Search
Tools:
Open
Site
Explorer
 Quickly see how many links you have to your site and who is linking to you www.opensiteexplorer.org26
  • 27. SEO
Checklist
   Is
your
content
indexable?
(i.e.
Is
it
in
HTML
format
and
is
every
page
linked
to?)
   Is
there
plenty
of
text
for
search
engines
to
crawl
and
figure
out
if
your
page
is
relevant?
   Are
keywords
used
in
page
Htles,
URLs
or
in
the
first
250
words
of
each
page’s
content?
   Are
all
possible
linking
opportuniHes
being
taken
advantage
of?
   Do
a
www
and
non‐www
version
of
your
site
both
exist?
(Check
for
duplicate
content)
   Are
your
assets
(videos,
images
or
press
releases)
opHmized
for
search
and
are
they
sharable?
   Are
you
keeping
search
in
mind
when
engaging
on
social
networks?
Are
your
embassies
opHmized?
   Can
content
be
further
defined
through
use
of
structured
data?
   Have
you
considered
how
paid
search
can
help
you
achieve
your
business
goals?
27
  • 28. Glossary
 Search
Engine
OpGmizaGon
(SEO):
The
process
of
improving
the
quality
and
volume
of
traffic
to
a
website
by
employing
a
series
of
proven
techniques
to
help
the
website
achieve
 a
higher
“organic”
ranking
with
major
search
engines.
 Search
Engine
MarkeGng
(SEM):
Search
engine
opHmizaHon
is
just
a
part
of
search
engine
markeHng
with
involved
all
acts
associated
with
researching,
submitng
and
 posiHoning
a
website
in
search
engine
results.
Typically
SEM
refers
to
paid,
cost‐per‐click
search
adverHsements
like
Google
AdWords
ads.
 Organic
Search
Results:
The
unpaid
lisHngs
in
search
engine
results.
Results
are
ranked
according
to
a
large
combinaHon
of
relevancy
factors
including
linkage
data,
original
page
 content,
keyword
usage
and
many
more
factors.
 Crawling:
When
search
engines
search
for
pages
to
include
in
their
index.
When
a
search
is
performed,
search
engines
then
crawl
indexed
pages
for
relevant
content
and
then
 deliver
search
results.
 Indexing:
Aner
search
engines
crawl
your
site,
they
will
index
or
store
your
content
so
they
can
recall
it
at
a
later
Hme
and
return
it
as
a
search
result.
Some
things
can
keep
your
 content
from
being
indexed
such
as
a
poor
linking
structure,
non‐HTML
text
that
is
invisible
to
search
engine
or
a
require
login
that
engines
cannot
surpass.
 Keywords:
A
word
or
phrase
which
implies
a
certain
mindset
or
demand
that
targeted
prospects
are
likely
to
search
for.

 Inbound
Links:
Links
coming
into
a
website
from
other
online
sources
(powerful
in
determining
where
a
page
ranks
in
search).
 Social
Authority:
Search
engines
now
take
into
account
links
coming
to
a
site
via
social
media.
They
also
look
at
the
user’s
social
authority
which
can
include
things
like
number
of
 followers
or
number
of
tweets.
 Structured
Data:
Structuring
your
data
in
a
specific
way
in
order
to
be_er
explain
the
objects
on
your
site
in
more
detail
to
search
engines.
Search
engines
have
banded
together
 to
create
Schema.org,
a
site
that
provides
language
on
how
to
markup
your
web
content
to
meet
their
criteria
and
make
it
easier
for
them
to
provide
high
quality
results.
28