How to Integrate Social Media into your Search Marketing StrategyTwitter: davidreskeLinkedIn: Dave ReskeQuestions: amuniz@nowspeed.comDave Reske, Managing Directordreske@nowspeed.com508 616-0111 x202

Nowspeed Demand Generation Programs

Search Marketing is Important!

Internet and Search Engine Marketing Market Share GrowthInternet advertising worldwide will rise 11% in 2010, snaring 15% of all ad revenue and a global total of $64.7 billionWPP 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.

North American Search Spending to Grow to $26 billion by 2013 (SEMPO)

Most Popular Search Media Companies(SEMPO)

Search Engine Market Share – Percent of US Searches

Search Marketing Paid vs. Organic Search PaidOrganic

How to Optimize Pay Per Click CampaignsBuild comprehensive keyword listCreate Adword groups for similar wordsSelect offersCreate ads for each offer tailored to each group Link to landing pagesAnalyze ResultsKeyword Research Example

Content ArchitectureBuying Cycle

Landing Page Best Practices

SEO Strategy Increase search engine rank on selected keywordsIncrease overall traffic to the siteDrive Leads

Search Engine OptimizationSelect KeywordsHigh Traffic, Low Competition, Good Fit for BusinessOptimize ContentCopywriter’s GuideMust be relevant to search term and contain quality informationBody Copy, Title Tag, Meta Keywords, Meta Description, Alt TagsLink PopularityDirectory SubmissionsPress ReleasesBloggingMake it Easy to CrawlClean HTMLNo “Black hat” techniques

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

What are your Goals?COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL15Sales, offer downloads, etc.Participating and/or listening to conversationsDriving traffic to your site, i.e. landing page, hub pageBuilding awareness around your brand/product

Create Core Content Packages and Distribute to Social Media SitesCOPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL16

Integrated Programs Deliver Better Results

How to Integrate Social Media into your Search Marketing StrategyEmbed Keywordsin Video and other contentAdwords & DirectPaidSearchOrganicSearchVideoKeyword filled content with linksCommentsSocial MediaPress ReleasesEasy to shareArticle DistributionMeasure and TestKeyword filled Website Hub-page

Search Marketing Advertisingon Social Media Sites

Search Marketing Advertisingon Social Media SitesCOPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL20

Search Marketing Advertisingon Social Media SitesCOPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL21

Google Adwords Content Network – Social Media Networks & SitesCOPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL22

MySpace AdCOPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL23

Integrate and Leverage Video on Landing PagesCOPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL24

Leverage Comments & Ratings on Landing PagesCOPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL25

Leverage Social Media Sharing on landing pagesLinkedIn, RSS, Facebook, TwitterCOPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL26

Leverage Social Media Sharing on landing pages LinkedIn, RSS, Facebook, TwitterCOPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL27

Leverage Social Media Sharing on landing pages LinkedIn, RSS, Facebook, Twitter

How to Integrate Social Media into your Search Marketing StrategyEmbed Keywordsin Video and other contentAdwords & DirectPaidSearchOrganicSearchVideoKeyword filled content with linksCommentsSocial MediaPress ReleasesEasy to shareArticle DistributionMeasure and TestKeyword filled Website Hub-page

Embed SEO keywords into video posts and other content posts

Embed SEO keywords into video posts and other content posts

Build Links: Write SEO keyword filled content for social media sites

Build Links from Social Media Optimized Press ReleasesCOPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL33

Build Links from Social Media Optimized Press ReleasesCOPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL34

Build Links from Content DistributionArticles and Blog CommentsCOPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL35

Build Links from Content DistributionArticles and Blog CommentsCOPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL36

Keyword Filled Web Content - Blog

Keyword Filled Hub Page Content

10. Integrate SEO and Social Media Tracking and MeasurementStart listening Google Reader – Content by KeywordOther Tracking ToolsSetup AnalyticsGoogle Analytics – Keywords by social media segmentsBitly – Track clicks on your linksKeyword EffectivenessStart RespondingWorkflow to respond to social media sites

Qualitative Results:News Aggregation and Conversation TrackingCOPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL

Quantitative Results: Analytics TrackingCOPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL41

Search Engine Traffic to BlogCOPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL42

Organic Keyword TrafficCOPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL43

Using bit.ly to Track ClicksTag all links that do not point back to your domain with a tool such as bit.lyAggregates all clicks on your links within the tool: www.bitly.comCOPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL44

YouTube Provides Statistics & Data Around AudienceCOPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL45

Workflow Process to respond to social media COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL46

How to Integrate Social Media into your Search Marketing StrategyEmbed Keywordsin Video and other contentAdwords & DirectPaidSearchOrganicSearchVideoKeyword filled content with linksCommentsSocial MediaPress ReleasesEasy to shareArticle DistributionMeasure and TestKeyword filled Website Hub-page

How to Integrate Social Media into your Search Marketing StrategyTake the Survey: Get the Slides!http://bit.ly/2Gm9LzTwitter: davidreskeLinkedIn: Dave ReskeQuestion: amuniz@nowspeed.comDave Reske, Managing Directordreske@nowspeed.com508 616-0111 x202