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If Content is King, What is Queen
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If Content is King, What is Queen

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  • Following up on the previous presentation – You need to get the basics down before moving on to the more advanced.
  • Your mobile device will touch every part of your life: it will be your wallet, your identity, your car keys, house keys, communication, social life and far more. All of these technologies already exist, but they will become more pervasive and engrained in everyday society in just a few short years.
  • Mobile is growing at an astonishing rate. The number of Mobile Internet in between 2009 and 20015 is predicted to increase by 237% while desktop user growth will increase at a more modest 14%.AND read “whats next” stat
  • Accoring to Morgan Stanley the number of mobile users will pass the number of desktop users in later 2013.
  • What does this mean for SEO? Ultimately where SEO needs to move. Responsive Web Design is considered a Industry best practice and is recommended by Google. It creates One URL, One set of Content, One Code / CSS and delivers uniformed HTML across all devices.
  • In the absence of Responsive Web design. You will need to optimize your current site or ‘M’ site forSpeed – Slow loading mobile sites are going to cause bounce rates, as a lot of users will still be on 3GAlso, use mobile tagging to render the correct content for each device.
  • Deliver content different & shorter than main site – Mobile sites need to convert and move the user to a CTA sooner than a standard siteM site first – Apps later – Don’t use a bad mobile experience to promote an app. Apps are limited to their audience, a good mobile site will lead to app adoption
  • Deliver content different & shorter than main site – Mobile sites need to convert and move the user to a CTA sooner than a standard siteM site first – Apps later – Don’t use a bad mobile experience to promote an app. Apps are limited to their audience, a good mobile site will lead to app adoption
  • In Interactive marketing we have begun to see The transition from Search Engine Marketing to Social Media Marketing.No longer can you just push information out to your customers. Customers now expect you to engage with them to make you earn their business and rust.
  • 1) This applies across all marketing tactics (not just social media), but its sound advice worth repeating. Just because something works here, doesn’t mean it’ll work “over there”. You have - Different markets - different cultural mindsets - different languages - different circumstancesYou may find that what works here does in fact “work there”. Case in point – Coke. 2) If you’re not from Eastern Europe, don’t pretend you are. Be transparent about where you’re from.3) If you’ve ever spent extended time overseas, you know that you’ll generally be forgiven if you can’t speak the language fluently if you have a clear understanding of the culture. It’s still best to have an optimized translation management solution, but to not have one and strut in like John Wayne, now that’s a cardinal sin.
  • Same deal as time zones: Common sense prevailsFollow the same rules you do in managing your global marketsFor tactics where you have the time, take the time and spend the money to do your translations properly. For times when a near immediate response is required, get it right if you can, but you’re honestly better off responding in English (and apologizing for it) than you are in getting your translation wrong. For service and support issues, many who cannot speak English can read and write it.Practice transparency and disclosure. If you don’t have the ability to properly support a particular language, be upfront about the fact that you either a) “don’t” or b) will require additional time for proper translation.
  • Remember the Facebook “like button” example for Germany? If your business has a physical presence in Germany, you have to comply. If you just have a German language site, it’s a little different. You may not have to comply, but there may be user expectation that you are consistent with German law.We live in a great country, but free speech is not a universal right around the world. Remember that you can run into government censorship quite easily.
  • When it comes to Social. The search engines are looking at your overall site authority in conjunction with your site. The main areas we are looking at is Social Link building, overall authority and Social Content creation.
  • In Interactive marketing we have begun to see The transition from Search Engine Marketing to Social Media Marketing.No longer can you just push information out to your customers. Customers now expect you to engage with them to make you earn their business and rust.
  • Social Networks – Creating profiles on the major networks. Sometimes referred to as Social Power Linking this includes claiming your profile, optimizing the URL and loading it with your informaiton. Directories – Submitting your site to various bookmarking sites and directories like Reddit, StumbleUpon, digg, etc. Digital Assets – Creating accounts on the major image, video and sharing sites.
  • Google recognizes the hash tag but does not index it. It treats it just like keyword optimization in the meta data.
  • Just after you join a new group you should do the following:Introduce yourselfFigure out the key players/most active members;Read what others are posting;Comment on their posts
  • When your brand becomes a verb, then you know that you’re the 800 lb gorilla.
  • Prior to hitting 66.9 percent in October (up from 66.7 percent in September), Google’s previous record was 66.8 percent, which it hit in both June and July of this year. In October 2011, Google’s search market share was at 65.4 percent.
  • Google Plus Becomes World's No. 2 Social Network After Facebook, Knocking Off TwitterAccording to a new report from Global Web Index, Google Plus boasted 343 million active users in Q4 2012, a 27 percent jump from the year prior to make it second among all social platforms in terms of active usage. Even better for Google, YouTube, which had not previously been tracked as a social network, was the world’s No. 3 social network with about 300 million active users.
  • Google+ forces out paid competitive ads and gives a ton of real estate to Google+ users
  • Google+ eliminates Instant search.
  • Content recommended by friends and acquaintances is often more relevant than content from strangers. For example, a movie review from an expert is useful, but a movie review from a friend who shares your tastes can be even better. Because of this, +1's from friends and contacts can be a useful signal to Google when determining the relevance of your page to a user’s query. This is just one of many signals Google may use to determine a page’s relevance and ranking, and we’re constantly tweaking and improving our algorithm to improve overall search quality. For +1's, as with any new ranking signal, we are starting carefully and learning how those signals affect search quality.
  • Content recommended by friends and acquaintances is often more relevant than content from strangers. For example, a movie review from an expert is useful, but a movie review from a friend who shares your tastes can be even better. Because of this, +1's from friends and contacts can be a useful signal to Google when determining the relevance of your page to a user’s query. This is just one of many signals Google may use to determine a page’s relevance and ranking, and we’re constantly tweaking and improving our algorithm to improve overall search quality. For +1's, as with any new ranking signal, we are starting carefully and learning how those signals affect search quality.
  • Ensure that all Plato videos are on top video sites (Vimeo, Daily Motion, Metacafe, Veoh, etc.)Set up channels or accounts on top Video sites with a custom URL similar to www.youtube.com/user/Plato-learning Post videos speeches, commercials, trade shows, candid’s and product related videosBuild up subscriber bases and participate in conversations.
  • Google image search. How does it reflect your brand?Upload all images from events, meetings, stores, charitable events, etc.Google, Flickr, Picasa, PhotoBucket, Yahoo, etc.Label all images with keyword phrases (Plato)Create profiles & themes (optimize link with name flickr.com/Plato-Learning)Create & Join relevant groupsParticipate in conversations on public threadsAdvertise new products
  • Images are appealing and easy to digestInfographics take complex process and break them downInfographics are highly shared on Social Media
  • Some things that you can do on SlideShareUpload presentations publicly or privatelyDownload presentations on any topic and reuse or remixEmbed on blogs, websites, company intranetsShare on Twitter, Facebook, LinkedInZipcast: free, no download, 1 click web meetingsLeadshare: generate business leads with your presentations, documents, pdfs, videosSlidecast: sync mp3 audio with slides to create a webinarEmbed YouTube videos inside SlideShare presentations
  • Guest blogging – For example. Ask to blog about your specialty on an industry specific blog. Blogs need content and they love guest writers. Lists – In every industry there are best of, top 10 and various lists you can be on. They can sometimes have placement fees but often are free.
  • Ask for Guest blogs on industry sites.
  • PR is pretty, social media is fun, and SEO is tricky. That was then and this is now. Today the PR, social media, and SEO departments need to merge, converge, and work in tandem for optimal online results and ROI.Stick to higher end distribution services that issue the press releases over a true newswire such as Marketwire, PRWeb, PRnewswire, BusinessWire, e-Releases and social PR hybrid services such as PitchEngine.
  • According to Reevoo stats 50 or more reviews equate to a 4.6% increase in conversion rates.
  • According to Reevoo stats 50 or more reviews equate to a 4.6% increase in conversion rates.
  • According to Reevoo stats 50 or more reviews equate to a 4.6% increase in conversion rates.
  • According to Reevoo stats 50 or more reviews equate to a 4.6% increase in conversion rates.
  • Average or bad reviews are OK. No service no matter how great has all glowing reviews. Too many 5 star reviews will not only seem fishy to your customers but may draw the attention of the review sites as being a review spammer.
  • Crowdsourcing – enlisting your customers, followers and fans to help you innovate and improve – has made it easier than ever to create better marketing and customer service. Case Study20% off one day coupon code60% redeemed Image averaged 20 sharesCollected 1K images for Facebook, Pinterest and Image sites
  • The Major search engines are focusing on creating the best possible user experience, which means sites that offer relevant information stand to gain visibility. Investing in original, quality content creation is essential to SEO success in the current search climate.
  • Google image search. How does it reflect your brand?Upload all images from events, meetings, stores, charitable events, etc.Google, Flickr, Picasa, PhotoBucket, Yahoo, etc.Label all images with keyword phrases (Plato)Create profiles & themes (optimize link with name flickr.com/Plato-Learning)Create & Join relevant groupsParticipate in conversations on public threadsAdvertise new products
  • The Search engines are increasingly looking not only at your site but your overall presence. By using tips from this session you can build your brand mentions, links, shares, likes and many other ‘social signals’ that will help push you to the top of search rankings.
  • Google+ forces out paid competitive ads
  • Wallpaper effect
  • “Mobilize” your site for your growing Mobile focused audience“Localize” your site, earn citations and reviews“Socialize” your site through sharing & creating social contentEngage your customers Socially – Build out and USE your profiles.Integrate your PR with online social efforts
  • The Search engines are increasingly looking not only at your site but your overall presence on the web. In today’s session we are going to work on tips to build authority that will help push you to the top of search rankings and drive more organic traffic.
  • Transcript

    • 1. Call In Numbers US- 1(800) 406-7408Global- 1(303) 223-2681*You Will Need To Dial in for Audio@DR_MyCommerce
    • 2. SEO Optimization: IF CONTENT IS KING, WHAT IS QUEEN? Mike McAnally @mmcanally @DR_MyCommerce
    • 3. AgendaDon’t forget the KingGo MobileBuild Social AuthorityEarn ReviewsBenefits @DR_MyCommerce
    • 4. The Pyramid SEO Basics are still King • Crawling • Keywords • Content • Links
    • 5. The future of mobile is the future of everything • Your wallet • Your car keys • Your house keys • Your communication • Your social life • Your Identity @DR_MyCommerce
    • 6. Mobile Growth
    • 7. Mobile Usage
    • 8. Mobile Design for SEO Responsive Web Design • One URL • One Content • One Code / CSS • Multiple Devices
    • 9. Mobile Design for SEO Mobile Sites (m.site.com) • Maximize Site Speed • Optimize for Phone devices • Mobile CSS • Meta Viewport Tag • Apple Icon • Mobile Redirection • No Flash content @DR_MyCommerce
    • 10. Mobile Design for SEO Mobile Sites • Deliver content different & shorter than main site • M site first – Apps later • Enable Social Functionality
    • 11. Mobile Commerce M-Commerce • Forrester: Mobile Commerce to Quadruple to $31 Billion in Next 5 Years • Keep shoppers on a one- way track to your cart • Streamline the checkout process
    • 12. Social Media is Global
    • 13. Facebook is thedominant networkbut thereare others
    • 14. Social Penetration• Global Average of users is 50% or higher• 13 Countries have over 50% penetration @DR_MyCommerce
    • 15. Social Global ChallengeIf it works in one market, it will work in all markets…• Different markets contain pose unique challenges: • Different cultural nuances • Different dialects • Multiple languages @DR_MyCommerce
    • 16. Social Language & Culture• True Social engagement can mean near real time responses• Translated responses are most likely public• Understand the mindset of the user• Motive behind tweet, post, comment, like, etc. @DR_MyCommerce
    • 17. Social Legal• Privacy Laws (EU, Germany)• Censorship (China, Middle East)• Product/Service Disclosures (APAC & EU) @DR_MyCommerce
    • 18. Build Authority It‟s not just your Site it‟s your Authority • Earn Links • Drive Social Media Authority • Create Social Content @DR_MyCommerce
    • 19. Social AuthorityThe transition from Search Engine Marketingto Social Media Marketing
    • 20. Social / SEO Links -Increase quantityand quality• Links you create• Links you ask for and earn 20
    • 21. Social Link BuildingLinks you can create• Social Networks• Bookmarking sites and Directories• Digital Assets
    • 22. Social NetworksInteract with your Fans• Gain Likes• Encourage Shares & Comments• Link in and out• Use Features Specific to each network such as tabs; video, ads• Don’t ignore the international networks 22
    • 23. Micro blogging NetworksSales need not apply• Be a business expert in your field• Provide excellent (public) CS• Solicit job openings and engage seekers• Use Images and videos to tell your story• Create your own #Hashtag(s) 23
    • 24. Business NetworksBecome a Thought Leader• Join the RIGHT groups related to your business• Participate in the group• Connect with members of that group• Share your and your company‟s knowledge 24
    • 25. The 800 lb. Gorilla“One that isdominating oruncontrollablebecause of greatpower that ignores aproblem wheneveryone knows itsthere, but pretendseverything is OK.” 25
    • 26. Google Market ShareWho Googles?Who Searches? @DR_MyCommerce
    • 27. If you can‟t win the game…. Change the rules. @DR_MyCommerce
    • 28. The Power of Google+ 28
    • 29. Google+ Direct Connect 29
    • 30. Google+1+1 Recommend• +1 Helps discover relevant content• Content recommended by friends is considered more relevant• When a +1 button is added Google assumes this page has trust• +1 Buttons are considered shares @DR_MyCommerce
    • 31. Google+ TipsBecome a Thought Leader• CLAIM YOUR PAGE• Add a +1 button to your sites• Define and add to your circles @DR_MyCommerce
    • 32. Social Bookmarking SitesPromote your Site• Built in recommendation engine at the click of a button• High quality links• Comments and Ratings from users @DR_MyCommerce
    • 33. Video SitesVideo‟s are powerful for SEO• Upload your videos to other networks besides YouTube• Keep them short < 2 minutes (Tout)• Use custom URLs and optimize with keywords• Subscribe to a transcription service• Create a Video sitemap @DR_MyCommerce
    • 34. Image SitesPictures are worth a thousandshares• Images convey a powerful message about your brand• Upload to image sites (optimize for SEO)• Create or participate in a forum• Engageconversations @DR_MyCommerce
    • 35. InfographicsImages on Steroids!• Infographics are appealing and easy to digest• Infographics take a complex process and break them down• Infographics are linked to, liked & shared on Social Media 35
    • 36. Other Social ContentContent you already have• Webinars• Whitepaper‟s PDF‟s• PowerPoint Presentations• eBooks 36
    • 37. Social Link BuildingLinks you ask for & earn• Guest Blogging• Online PR• Reviews & Lists• Crowd sourcing @DR_MyCommerce
    • 38. BloggingBlogs build Brand• Produce relevant keyword-rich content• Drive Links• Increase Social Shares• Content Churn @DR_MyCommerce
    • 39. Online PRThe SEO, Social & PR Marriage• Stick to high end distribution services• Write for the journalist, the search engines, the customer, the prospect and the social media news networks.• Optimize for SEO via keywords and links (don’t get spammy) @DR_MyCommerce
    • 40. Reviews & SEO • Fresh, unique content • Improve Rankings for „product name‟ + reviews • Increased Conversion Rates @DR_MyCommerce
    • 41. Site Referral reviews • User Generated Reviews • Downloads • Links back to site from high authority sites • Keyword density @DR_MyCommerce
    • 42. On Site Reviews • Customers featured directly in the purchase path • Reviews help drive sales • Reviews help companies improve it‟s products • Creates new content on Site @DR_MyCommerce
    • 43. List Reviews • Review sites compare products and offer options to buy or review • Matrix highlights product features in comparison • Often used by Affiliates @DR_MyCommerce
    • 44. Reviews of all Kinds Engage your Customers and ASK them to review you • Ask for reviews • Bad Reviews are OK! @DR_MyCommerce
    • 45. Crowd source Links• User Generated Content • Testimonials • Videos • Images • Pins• Contests
    • 46. Social Link Building – Avoid!Red Flags to avoid the >>• Don‟t Link to Farms• Link Dilution • Focus on one domain (WWW) • Prune Links to low quality sites• Low Quality Syndication Networks• Comments and Forum links
    • 47. Content is King…. Social Content is Queen…and they are Married
    • 48. Share your Content
    • 49. Social Landing PagesSocial Visitors are Different• Build Trust• Drive Page Rank• Quality Content• Educate (not sell) Customer• Define CTA & Convert @DR_MyCommerce
    • 50. What‟s the benefit?? @DR_MyCommerce
    • 51. Social Authority• Engage on Social Networks• Build Social Content• Share content and build links• Create a Buzz about your brand, products and services @DR_MyCommerce
    • 52. The Wallpaper Effect Search Engine Reputation Management (SERM) • Direct links from Social Profiles index to 1st page • Not all profile links are followed but data shows added value 52
    • 53. Takeaway‟s• “Mobilize” your site for your growing Mobile focused audience• Drive Links and Authority by engaging your customers Socially• EARN reviews on your site and referral sites• “Socialize” your site through sharing, creating & disseminating social content @DR_MyCommerce
    • 54. Helpful LinksTool LinkOptimized Mobile Sites https://developers.google.com/webmasters/smartphone-sites/Responsive Web Design http://www.dotcominfoway.com/blog/responsive-web-design- infographicTop Social Networks http://www.ebizmba.com/articles/social-networking-websitesSocial Back links http://www.opensiteexplorer.org/SearchMetrics for Social http://suite.searchmetrics.com/en/essentialsSocial Bookmarking sites http://en.wikipedia.org/wiki/List_of_social_bookmarking_websitesSlideShare http://www.slideshare.netTout http://www.tout.com/Review Aggregator http://www.bazaarvoice.com/ @DR_MyCommerce
    • 55. The Queen is Authority Build your Web Presence through Social SEO @DR_MyCommerce
    • 56. Thank You @mmcanally