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How to Integrate Social Media into your Search Marketing Strategy<br />Twitter:  davidreske<br />LinkedIn:  Dave Reske<br ...
Nowspeed Demand Generation Programs<br />
Search Marketing is Important!<br />
Internet and Search Engine Marketing Market Share Growth<br />Internet advertising worldwide will rise 11% in 2010, snarin...
North American Search Spending to Grow to $26 billion by 2013 (SEMPO)<br />
Most Popular Search Media Companies(SEMPO)<br />
Search Engine Market Share – Percent of US Searches<br />
Search Marketing	Paid vs. Organic Search <br />Paid<br />Organic<br />
How to Optimize Pay Per Click Campaigns<br />Build comprehensive  keyword list<br />Create Adword groups for similar words...
Content Architecture<br />Buying Cycle<br />
Landing Page Best Practices<br />
SEO Strategy	<br />Increase search engine rank on selected keywords<br />Increase overall traffic to the site<br />Drive L...
Search Engine Optimization<br /><ul><li>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</li></li></ul><li>
What are your Goals?<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />15<br />Sales, offer downloads, etc.<br />Parti...
Create Core Content Packages and Distribute to Social Media Sites<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />16...
Integrated Programs Deliver Better Results<br />
How to Integrate Social Media into your Search Marketing Strategy<br />Embed Keywordsin Video and other content<br />Adwor...
Search Marketing Advertisingon Social Media Sites<br />
Search Marketing Advertisingon Social Media Sites<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />20<br />
Search Marketing Advertisingon Social Media Sites<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />21<br />
Google Adwords	Content Network – Social Media Networks & Sites<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />22<br />
MySpace Ad<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />23<br />
Integrate and Leverage Video on Landing Pages<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />24<br />
Leverage Comments & Ratings on Landing Pages<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />25<br />
Leverage Social Media Sharing on landing pagesLinkedIn, RSS, Facebook, Twitter<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDE...
Leverage Social Media Sharing on landing pages LinkedIn, RSS, Facebook, Twitter<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFID...
Leverage Social Media Sharing on landing pages LinkedIn, RSS, Facebook, Twitter<br />
How to Integrate Social Media into your Search Marketing Strategy<br />Embed Keywordsin Video and other content<br />Adwor...
Embed SEO keywords into video posts and other content posts<br />
Embed SEO keywords into video posts and other content posts<br />
Build Links: Write SEO keyword filled content for social media sites <br />
Build Links from Social Media Optimized Press Releases<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />33<br />
Build Links from Social Media Optimized Press Releases<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />34<br />
Build Links from Content DistributionArticles and Blog Comments<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />35<b...
Build Links from Content DistributionArticles and Blog Comments<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />36<b...
Keyword Filled Web Content - Blog<br />
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How to Integrate Social Media with your Search Marketing Strategy

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Search Marketing is critical to the success of any social media marketing program, since you must get found in order for your content to have an impact. And social media can be a powerful accelerator to any paid or organic search marketing program.
Please view our slides from our recent webinar, "How to Integrate Social Media into Your Search Strategy", where we share 10 powerful social media marketing techniques that can make an immediate impact in your search marketing efforts.

Published in: Business, Technology

Transcript of "How to Integrate Social Media with your Search Marketing Strategy"

  1. 1. How to Integrate Social Media into your Search Marketing Strategy<br />Twitter: davidreske<br />LinkedIn: Dave Reske<br />Questions: amuniz@nowspeed.com<br />Dave Reske, Managing Director<br />dreske@nowspeed.com<br />508 616-0111 x202<br />
  2. 2. Nowspeed Demand Generation Programs<br />
  3. 3. Search Marketing is Important!<br />
  4. 4. Internet and Search Engine Marketing Market Share Growth<br />Internet advertising worldwide will rise 11% in 2010, snaring 15% of all ad revenue and a global total of $64.7 billion<br />WPP media management company GroupM. <br />Paid search advertising is projected to grow to 43% of all online ad spending by next year, up from 38% in 2006.<br />
  5. 5. North American Search Spending to Grow to $26 billion by 2013 (SEMPO)<br />
  6. 6. Most Popular Search Media Companies(SEMPO)<br />
  7. 7. Search Engine Market Share – Percent of US Searches<br />
  8. 8. Search Marketing Paid vs. Organic Search <br />Paid<br />Organic<br />
  9. 9. How to Optimize Pay Per Click Campaigns<br />Build comprehensive keyword list<br />Create Adword groups for similar words<br />Select offers<br />Create ads for each offer tailored to each group <br />Link to landing pages<br />Analyze Results<br />Keyword Research Example <br />
  10. 10. Content Architecture<br />Buying Cycle<br />
  11. 11. Landing Page Best Practices<br />
  12. 12. SEO Strategy <br />Increase search engine rank on selected keywords<br />Increase overall traffic to the site<br />Drive Leads<br />
  13. 13. Search Engine Optimization<br /><ul><li>Select Keywords
  14. 14. High Traffic, Low Competition, Good Fit for Business
  15. 15. Optimize Content
  16. 16. Copywriter’s Guide
  17. 17. Must be relevant to search term and contain quality information
  18. 18. Body Copy, Title Tag, Meta Keywords, Meta Description, Alt Tags
  19. 19. Link Popularity
  20. 20. Directory Submissions
  21. 21. Press Releases
  22. 22. Blogging
  23. 23. Make it Easy to Crawl
  24. 24. Clean HTML
  25. 25. No “Black hat” techniques</li></li></ul><li>
  26. 26. What are your Goals?<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />15<br />Sales, offer downloads, etc.<br />Participating and/or listening to conversations<br />Driving traffic to your site, i.e. landing page, hub page<br />Building awareness around your brand/product<br />
  27. 27. Create Core Content Packages and Distribute to Social Media Sites<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />16<br />
  28. 28. Integrated Programs Deliver Better Results<br />
  29. 29. How to Integrate Social Media into your Search Marketing Strategy<br />Embed Keywordsin Video and other content<br />Adwords & Direct<br />PaidSearch<br />OrganicSearch<br />Video<br />Keyword filled content with links<br />Comments<br />Social MediaPress Releases<br />Easy to share<br />Article Distribution<br />Measure and Test<br />Keyword filled Website Hub-page<br />
  30. 30. Search Marketing Advertisingon Social Media Sites<br />
  31. 31. Search Marketing Advertisingon Social Media Sites<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />20<br />
  32. 32. Search Marketing Advertisingon Social Media Sites<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />21<br />
  33. 33. Google Adwords Content Network – Social Media Networks & Sites<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />22<br />
  34. 34. MySpace Ad<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />23<br />
  35. 35. Integrate and Leverage Video on Landing Pages<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />24<br />
  36. 36. Leverage Comments & Ratings on Landing Pages<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />25<br />
  37. 37. Leverage Social Media Sharing on landing pagesLinkedIn, RSS, Facebook, Twitter<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />26<br />
  38. 38. Leverage Social Media Sharing on landing pages LinkedIn, RSS, Facebook, Twitter<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />27<br />
  39. 39. Leverage Social Media Sharing on landing pages LinkedIn, RSS, Facebook, Twitter<br />
  40. 40. How to Integrate Social Media into your Search Marketing Strategy<br />Embed Keywordsin Video and other content<br />Adwords & Direct<br />PaidSearch<br />OrganicSearch<br />Video<br />Keyword filled content with links<br />Comments<br />Social MediaPress Releases<br />Easy to share<br />Article Distribution<br />Measure and Test<br />Keyword filled Website Hub-page<br />
  41. 41. Embed SEO keywords into video posts and other content posts<br />
  42. 42. Embed SEO keywords into video posts and other content posts<br />
  43. 43. Build Links: Write SEO keyword filled content for social media sites <br />
  44. 44. Build Links from Social Media Optimized Press Releases<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />33<br />
  45. 45. Build Links from Social Media Optimized Press Releases<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />34<br />
  46. 46. Build Links from Content DistributionArticles and Blog Comments<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />35<br />
  47. 47. Build Links from Content DistributionArticles and Blog Comments<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />36<br />
  48. 48. Keyword Filled Web Content - Blog<br />
  49. 49. Keyword Filled Hub Page Content <br />
  50. 50. 10. Integrate SEO and Social Media Tracking and Measurement<br />Start listening <br />Google Reader – Content by Keyword<br />Other Tracking Tools<br />Setup Analytics<br />Google Analytics – Keywords by social media segments<br />Bitly – Track clicks on your links<br />Keyword Effectiveness<br />Start Responding<br />Workflow to respond to social media sites <br />
  51. 51. Qualitative Results:News Aggregation and Conversation Tracking<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />
  52. 52. Quantitative Results: Analytics Tracking<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />41<br />
  53. 53. Search Engine Traffic to Blog<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />42<br />
  54. 54. Organic Keyword Traffic<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />43<br />
  55. 55. Using bit.ly to Track Clicks<br />Tag all links that do not point back to your domain with a tool such as bit.ly<br />Aggregates all clicks on your links within the tool: www.bitly.com<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />44<br />
  56. 56. YouTube Provides Statistics & Data Around Audience<br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />45<br />
  57. 57. Workflow Process to respond to social media <br />COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL<br />46<br />
  58. 58. How to Integrate Social Media into your Search Marketing Strategy<br />Embed Keywordsin Video and other content<br />Adwords & Direct<br />PaidSearch<br />OrganicSearch<br />Video<br />Keyword filled content with links<br />Comments<br />Social MediaPress Releases<br />Easy to share<br />Article Distribution<br />Measure and Test<br />Keyword filled Website Hub-page<br />
  59. 59. How to Integrate Social Media into your Search Marketing Strategy<br />Take the Survey: Get the Slides!<br />http://bit.ly/2Gm9Lz<br />Twitter: davidreske<br />LinkedIn: Dave Reske<br />Question: amuniz@nowspeed.com<br />Dave Reske, Managing Director<br />dreske@nowspeed.com<br />508 616-0111 x202<br />
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