The Growing Impact of Social Media….…on Search MarketingPresented by: John HeffernanBusiness Development ManagerMediaCo (UK) LtdJohn.email@example.com 440690http://uk.linkedin.com/in/johnheffernanseomarketinguk
• Integrated Digital Marketing Agency• Delivering results since 1999…• Offices in Dundee, Edinburgh & Singapore– Sales coverage: London, Midlands & Dubai• Focus on strategic online marketing:– Search Engine Optimisation– Pay-Per-Click Advertising– Content Marketing– Social Media IntegrationIntroducing MediaCo
Traditional SEO:Link WheelDirectories / Paid LinksArticle MarketingContent MarketingBlogging AuthorityContent AuthorityInteractive ContentInfoGraphicsAsset BuildingOld and Outdated tactics offer anuncertain future
SEO ComponentsKEYPHRASES COMPETITORSAccessibilityRelevanceCredibilityON SITEOFF SITE ON PAGE
Online CompetitionResearch - Based on your search terms Identifies competing websites that have online visibility. Determine coverage across all phrases. Market intelligence of actual online competitors
Social.Media.co.ukOff Site OptimisationON SITEON PAGEOFF SITELink earning…….NotLink Building!DeepLinksInternalLinksLinktext
A new way of thinking –- or doing it “right” all along?Panda – Bad ContentPenguin – Bad Links
Significant changes inGoogle’s algorithm.• Some links sources - no longer as influential.• Greater focus on “quality content” that’s useful to the searcher.• Depth of relevant content even more important.• Material that’s “over-optimised” sending negative signals.• More “brand signals” with key phrases & diversity required within third-party links.• More “brand signals” with key phrases required within social references.• Social media engagement becoming stronger influence.
Social Media Content has an ever-increasing influence onSearch Ranking / Visibility
Presence, Participation & PromotionPresence:• Originate / Customise / Connect ChannelsParticipation:• Saying the right thing in the right way in theright channel – Engagement!Promotion: Content is still King!!• Share – Syndicate – Become “Findable”People Buy People!
Social Media ContentEither:write something worth reading aboutordo something worth writingabout..................................Ben FranklinTell your story ORHave it told for you!!!I’m sorry forwriting sucha long letter…… but I didn’thave time towrite a shortone …Become anAuthority!
Google+ Google+1 is simply another social signal Similar to “likes” – will gradually increase relevance Significant over time – Rel:Author! Set-up and optimise your Google+ Business pages Social circles
Social MediaInteraction:“Supports” SEOImproves:AuthorityPositionsTrafficClick ThroughandConversions!
Give yourself the advantage over yourCompetitors!
Social Media & SEO; Content “Rules” Use the phrase in the page title Create well written copy content Use Phrase semantics and related termsDefine a clear path – Call to Action…….Minimise distractions – Focus!Set a measurable goal
Benefits of Social Engagement• Build authority―Improve SEO rankings• Build relationships with customersand prospects• Customers become brand advocates―When they share content• Reputation management―Respond quickly to criticism
Be Involved – Engage with your Audience!Stop – Look – Listen!