How to Integrate Social Media with your Search Marketing Strategy

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    How to Integrate Social Media with your Search Marketing Strategy - Presentation Transcript

    1. How to Integrate Social Media into your Search Marketing Strategy
      Twitter: davidreske
      LinkedIn: Dave Reske
      Questions: amuniz@nowspeed.com
      Dave Reske, Managing Director
      dreske@nowspeed.com
      508 616-0111 x202
    2. Nowspeed Demand Generation Programs
    3. Search Marketing is Important!
    4. Internet and Search Engine Marketing Market Share Growth
      Internet advertising worldwide will rise 11% in 2010, snaring 15% of all ad revenue and a global total of $64.7 billion
      WPP media management company GroupM.
      Paid search advertising is projected to grow to 43% of all online ad spending by next year, up from 38% in 2006.
    5. North American Search Spending to Grow to $26 billion by 2013 (SEMPO)
    6. Most Popular Search Media Companies(SEMPO)
    7. Search Engine Market Share – Percent of US Searches
    8. Search Marketing Paid vs. Organic Search
      Paid
      Organic
    9. How to Optimize Pay Per Click Campaigns
      Build comprehensive keyword list
      Create Adword groups for similar words
      Select offers
      Create ads for each offer tailored to each group
      Link to landing pages
      Analyze Results
      Keyword Research Example
    10. Content Architecture
      Buying Cycle
    11. Landing Page Best Practices
    12. SEO Strategy
      Increase search engine rank on selected keywords
      Increase overall traffic to the site
      Drive Leads
    13. Search Engine Optimization
      • Select Keywords
      • High Traffic, Low Competition, Good Fit for Business
      • Optimize Content
      • Copywriter’s Guide
      • Must be relevant to search term and contain quality information
      • Body Copy, Title Tag, Meta Keywords, Meta Description, Alt Tags
      • Link Popularity
      • Directory Submissions
      • Press Releases
      • Blogging
      • Make it Easy to Crawl
      • Clean HTML
      • No “Black hat” techniques
    14. What are your Goals?
      COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL
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      Sales, offer downloads, etc.
      Participating and/or listening to conversations
      Driving traffic to your site, i.e. landing page, hub page
      Building awareness around your brand/product
    15. Create Core Content Packages and Distribute to Social Media Sites
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    16. Integrated Programs Deliver Better Results
    17. How to Integrate Social Media into your Search Marketing Strategy
      Embed Keywordsin Video and other content
      Adwords & Direct
      PaidSearch
      OrganicSearch
      Video
      Keyword filled content with links
      Comments
      Social MediaPress Releases
      Easy to share
      Article Distribution
      Measure and Test
      Keyword filled Website Hub-page
    18. Search Marketing Advertisingon Social Media Sites
    19. Search Marketing Advertisingon Social Media Sites
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    20. Search Marketing Advertisingon Social Media Sites
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    21. Google Adwords Content Network – Social Media Networks & Sites
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    22. MySpace Ad
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    23. Integrate and Leverage Video on Landing Pages
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    24. Leverage Comments & Ratings on Landing Pages
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    25. Leverage Social Media Sharing on landing pagesLinkedIn, RSS, Facebook, Twitter
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    26. Leverage Social Media Sharing on landing pages LinkedIn, RSS, Facebook, Twitter
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      27
    27. Leverage Social Media Sharing on landing pages LinkedIn, RSS, Facebook, Twitter
    28. How to Integrate Social Media into your Search Marketing Strategy
      Embed Keywordsin Video and other content
      Adwords & Direct
      PaidSearch
      OrganicSearch
      Video
      Keyword filled content with links
      Comments
      Social MediaPress Releases
      Easy to share
      Article Distribution
      Measure and Test
      Keyword filled Website Hub-page
    29. Embed SEO keywords into video posts and other content posts
    30. Embed SEO keywords into video posts and other content posts
    31. Build Links: Write SEO keyword filled content for social media sites
    32. Build Links from Social Media Optimized Press Releases
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    33. Build Links from Social Media Optimized Press Releases
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    34. Build Links from Content DistributionArticles and Blog Comments
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    35. Build Links from Content DistributionArticles and Blog Comments
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    36. Keyword Filled Web Content - Blog
    37. Keyword Filled Hub Page Content
    38. 10. Integrate SEO and Social Media Tracking and Measurement
      Start listening
      Google Reader – Content by Keyword
      Other Tracking Tools
      Setup Analytics
      Google Analytics – Keywords by social media segments
      Bitly – Track clicks on your links
      Keyword Effectiveness
      Start Responding
      Workflow to respond to social media sites
    39. Qualitative Results:News Aggregation and Conversation Tracking
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    40. Quantitative Results: Analytics Tracking
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    41. Search Engine Traffic to Blog
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    42. Organic Keyword Traffic
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    43. Using bit.ly to Track Clicks
      Tag all links that do not point back to your domain with a tool such as bit.ly
      Aggregates all clicks on your links within the tool: www.bitly.com
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    44. YouTube Provides Statistics & Data Around Audience
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    45. Workflow Process to respond to social media
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    46. How to Integrate Social Media into your Search Marketing Strategy
      Embed Keywordsin Video and other content
      Adwords & Direct
      PaidSearch
      OrganicSearch
      Video
      Keyword filled content with links
      Comments
      Social MediaPress Releases
      Easy to share
      Article Distribution
      Measure and Test
      Keyword filled Website Hub-page
    47. How to Integrate Social Media into your Search Marketing Strategy
      Take the Survey: Get the Slides!
      http://bit.ly/2Gm9Lz
      Twitter: davidreske
      LinkedIn: Dave Reske
      Question: amuniz@nowspeed.com
      Dave Reske, Managing Director
      dreske@nowspeed.com
      508 616-0111 x202

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