How Yinz Doin?
Upcoming SlideShare
Loading in...5
×
 

How Yinz Doin?

on

  • 380 views

Jason Falls, surrogate Yinzer, provides straight talk about social, PR and SEO to the VisitPittsburgh Social Media Event from June, 2014.

Jason Falls, surrogate Yinzer, provides straight talk about social, PR and SEO to the VisitPittsburgh Social Media Event from June, 2014.

Statistics

Views

Total Views
380
Views on SlideShare
377
Embed Views
3

Actions

Likes
2
Downloads
0
Comments
0

1 Embed 3

https://twitter.com 3

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • First, let’s start with a few myths.
  • But, there’s no doubt that it has changed dramatically. I’ve been involved in search marketing for more than a decade. And, in the past three years, I’ve seen some very fundamental shifts in what it takes to achieve higher rankings, more traffic and more conversions.
  • Strategies designed to increase the visibility of a site in the organic search results for specific search terms. <br /> <br /> Long-term event
  • When Google entered the game, they revolutionized how search engines worked. Their ranking system was based on links. They looked at how scientific papers were ranked – by citations – and applied the same principle to the Internet. <br /> <br /> And, for a long time, it was great, especially for those in my line of work. You could fairly easily manipulate rankings. It was really easy. Submit your site to some directories. Pay a guy in his basement to add your site to a bunch of spammy article marketing sites and maybe buy a few hundred links and, BAM! You’re an SEO superhero.
  • Of course, that couldn’t last. Google released some updates to change how they ranked sites. Their mission is relevance. And, they thought that the deluge of spammy content and links were hurting users. Which it was. So, they cleaned house. They started punishing sites that had “bad” links. And, nearly overnight, brands large and small that had been using these tactics found their visibility dramatically reduced.
  • Links still matter, but how you get them – how you earn them, has fundamentally changed how marketers should think about SEO in 2013 and beyond.
  • FACTORS: CONTENT, RELATIONSHIPS, SOCIAL, DASH OF TECHNICAL <br />
  • Hummingbird
  • Meaningful content delivered to a specific audience, designed to elicit a specific outcome.
  • Meaningful content delivered to a specific audience, designed to elicit a specific outcome.
  • Hummingbird
  • SolWaveHouse – Mallorca, Spain – Tweet experience hotel
  • First, let’s start with a few myths.
  • First, let’s start with a few myths.

How Yinz Doin? How Yinz Doin? Presentation Transcript

  • CEDAR CREEK PROPOSAL | JUL XX, 2012 1 HOW Y’INZ DOIN’? Driving Engagement and Action Online To Bring People To Pixburg
  • IABC OMAHA OCT 17, 2013 TODAY TWO KINDS OF MARKETING HOW DO DESTINATIONS LEVERAGE THEM? SEARCH, SOCIAL & PR CONVERGENCE 1 2 3 4
  • IABC OMAHA OCT 17, 2013 TWO TYPES OF MARKETING BRAND MARKETING DIRECT RESPO NSE
  • IABC OMAHA OCT 17, 2013 OUR OBJECTIVES How do I get their attention? (Brand) How do I raise their curiosity? (Brand) How do I get them to raise their hand? (Direct) 1 2 3 4
  • BUT NOT JUST WITH SOCIAL!!!
  • IABC OMAHA OCT 17, 2013 SEO HAS EVOLVED.
  • IABC OMAHA OCT 17, 2013 HOW GOOGLE WORKS When a search is entered, Google uses ALGORITHMSTo rank the results and deliver users the most relevant results. We use +200 factors to rank the results
  • IABC OMAHA OCT 17, 2013 THE ROLE OF SEO 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 1 2 3 4 5 6 7 8 9 10 Enquiro (2007) Chitika (2010) Slingshot (2011) CTR BY POSITION
  • IABC OMAHA OCT 17, 2013 TO BE AN SEO SUPERHERO GET MORE LINKS
  • IABC OMAHA OCT 17, 2013 GOOGLE: NO LONGER FOOLED > In 2011, Google launched major updates designed to stop spammers – specifically unearned links > As more updates rolled out, tactics that had been effective became a liability > As a result, SEO has become an earned media approach
  • IABC OMAHA OCT 17, 2013 HOW GOOGLE WORKS Ranking in 2013 IABC OMAHA OCT 17, 2013 Become a thought leader1 2 Create great, unique content that your audience will care about 4 Do the basic technical stuff right 3 Market your content to promote it with your audience. Share it in social media
  • IABC OMAHA OCT 17, 2013 LET’S DISTILL THAT: WHAT DOES IT TAKE? 1. Creative content 2. A great user experience 3. Relationships + Storytelling 4. A dash of technical geekery
  • IABC OMAHA OCT 17, 2013 WE’RE ALL IN THE CONTENT BUSINESS Public Relations Messaging Press Releases Pitches Blog Posts White Papers Social Content Events Digital Marketing Blog posts Social media Ad Copy Website copy Email marketing Video White papers
  • IABC OMAHA OCT 17, 2013 “Content is the currency for building social relationships that boost earned media.”
  • IABC OMAHA OCT 17, 2013 SO, WHAT MAKES CONTENT “GREAT” Original Simple Valuable & Useful Entertains Emotional
  • IABC OMAHA OCT 17, 2013 ABOVE ALL, CONTENT MUST BE RELEVANT TO YOUR TARGET AUDIENCE
  • IABC OMAHA OCT 17, 2013 KEY CONSIDERATIONS Who is the audience that you need to reach? Why will they care about you? What are you doing to earn their interest? What incentive do they have to share? Finding Topics > Ask your sales team > Map the buying cycle > Q/A Sites – Quora, Yahoo! Answers, etc. > Mine social media > Follow industry, peers
  • IABC OMAHA OCT 17, 2013
  • IABC OMAHA OCT 17, 2013 TELLING YOUR STORY Leveraging PR > PR should be involved from outset > Ensure content aligned with audience > Build and nurture relationships > Custom pitches > Utilize social media
  • IABC OMAHA OCT 17, 2013 ROLE OF SOCIAL: IT RANKS WELL F500 Brands with Social Media on First Page of Google 90%
  • IABC OMAHA OCT 17, 2013 IT LENDS SOCIAL PROOF & AUTHORITY
  • IABC OMAHA OCT 17, 2013 THE TRUTH ABOUT ORGANIC REACH
  • IABC OMAHA OCT 17, 2013 CONTENT IS FIRE SOCIAL MEDIA IS GASOLINE - Best-Selling Author Jay Baer
  • IABC OMAHA OCT 17, 2013 TWEET THIS: YES, SOCIAL MEDIA DIRECTLY IMPACTS HOW SITES RANK. (ACCORDING TO GOOGLE)
  • PUTTING IT ALL TOGETHER
  • IABC OMAHA OCT 17, 2013 HOW DOES THIS TRANSLATE? > It’s more than sharing recipes, events or your product > It’s more than your specials, deals or facilities > It’s about creating compelling reasons to dine/visit/talk/share > It’s about making a compelling argument they MUST visit > What makes your audience say “Holy Smokes?” Do that. A lot. > Examples … 1 2 3 4 5 6
  • IABC OMAHA OCT 17, 2013
  • IABC OMAHA OCT 17, 2013
  • IABC OMAHA OCT 17, 2013
  • IABC OMAHA OCT 17, 2013
  • IABC OMAHA OCT 17, 2013
  • IABC OMAHA OCT 17, 2013 CONVERGENCE SEO & Public Relations Content Marketing Social Media WO M
  • IABC OMAHA OCT 17, 2013 WHAT TO MEASURE
  • IABC OMAHA OCT 17, 2013 MEASURE TO YOUR GOAL > Conversions > Leads > Awareness > Referrals > Feedback/Custom Service > Content Accumulation 1 2 3 4 5 6
  • IABC OMAHA OCT 17, 2013
  • IABC OMAHA OCT 17, 2013 TWEET THIS: The only way to truly win search & social is to ultimately deserve it. Be awesome and do things that make people want to talk about you.
  • IABC OMAHA OCT 17, 2013 BEAT ‘EM BUCS