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Search Engine Marketing & Social Media Overview
 

Search Engine Marketing & Social Media Overview

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This presentation is part of Online Media Today's education for today's business owner. Our programs teach business owners the value of systematic search engine marketing, search engine optimization ...

This presentation is part of Online Media Today's education for today's business owner. Our programs teach business owners the value of systematic search engine marketing, search engine optimization and social media strategies. Our workshops are held monthly in Los Angeles and our print & online quarterly publication is distributed to business owners nationwide.

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    Search Engine Marketing & Social Media Overview Search Engine Marketing & Social Media Overview Presentation Transcript

    • S EA R C H E N G I N E O PT I M I Z AT I O N & S O C I A L M E D I A M A N AG M E N T U N D E R S TA N D I N G T H E K E Y E L E M E N T S O F O N L I N E M A R K E T I N G T H AT G E T YO U R C O M PA N Y F O U N D O N T H E W E B ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved
    • Workshop Objectives 2 Keys Focus on ORGANIC marketing elements: o Search Engine Optimization (SEO) - Website Architecture Take Notes - Content Management - Link Building Strategies o Video Syndication o Social Media Optimization (SMO) Terminology You will gain a better understanding of what constitutes effective SEO and how to utilize social media & video to manage consumer interaction & cost effectively build brand Homework awareness. ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • About GibSEM Group 3 Areas of Expertise: o Search Engine Marketing (SEM) o Serve SMB Clients o Search Engine Optimization (SEO) o Internet, Telecom, Real Estate, o Social Media Optimization (SMO) MLM, Retail o Cause Marketing o About Jim Gibson o Online Community Development o Company/User Reputation Management o User Generated Content (UGC) Management ARCC Acquisition Retention Conversion Community ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • Online Marketing 101 4 SEO: Search Engine Optimization strategies and tactics undertaken to influence the organic rankings of web pages in the search engines. Search Engine Optimization involves the 3 steps of SEO including site optimization (architecture), content optimization and link building strategies. SEM: Search Engine Marketing promote websites by increasing their visibility in search engine result pages (SERPs) through the use of paid placement, contextual advertising, and paid inclusion. SMO: Social Media Optimization is a viral marketing strategy that leverages social media sites to personalize communications, build brand awareness and drive traffic to your site. ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • SEO: On-Page Optimization 5 o Architecture o Content o Links ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • SEO: Off Page Optimization 6 ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • Popular Traffic Generating Techniques 7 o Search Engine Optimization o Pay Per Click o Link Building o Banner Ads o Article Syndication, Blogging o Social Networking o Video Syndication ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • How Search Engines Find You 8 FACT: These 5 methodologies are broadly adopted by Search Engines. o Crawling the web (slowest) o Page/Site Submission (expedited benefits) o Paid Inclusion o Directed Crawl (XML Sitemap, Feeds) o Incoming Links Search engine process: Crawling, Indexing & Ranking Submit your URL to Google, Bing & Yahoo! ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • The Golden Pyramid 9 There is no mystery when it comes to marketing your business online. And, there’s no such thing as overnight success! Social Media Keywords Content Management System Architecture ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • Website Architecture 10 FACT: Your website structure is the foundation of all SEO efforts! o Site Architecture o URLs o Content o Meta Tags o Clean Code o Text Links (inbound, outbound) o Site Maps o Robots.txt SEO Evaluate your site structure for these elements ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • The 5 Second Rule 11 Your Website Must Have: o Crawl-ability o Read-ability o Link-ability o Use-ability o Convert-ability You have 5 seconds to get your website message across to your visitor! ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • SEO Management Tools 12 Set up Google Analytics and Webmasters Tools for your website ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • Content is King! 13 Build content for user 1st – Search Engines 2nd! o Most important keywords first o Content must be unique! o Limit repetitive content o 200 words or greater a good target o Mention keywords 2-3 times o Keyword density 4% - 12% o Content should be well written o Limit the use of automated content generators o No hidden text (spam!) o Keep it fresh! Evaluate your site content for keyword placement ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • 5 Step Content Development Process 14 Who is Your Target Audience? What do they want/need? Use of Dynamic Content? Competitor Analysis Evaluate/ Keyword Analysis Re-Write/Add New Content Develop Content Create an off-line version of your homepage using The 5 step process. ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • Content: Drive to the Goal! 15 Design every page with your goals in mind! ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • Keywords & Search 16 Keywords are the specific terms that people use to search for things on the web. The advantage of keyword marketing lies in the potential to reach the right people at the right time. Pay Per Click Keywords: Used in paid advertising SEO Keywords: Appear in SE’s sponsored listings Used in meta tags on site Appear in SE’s organic listings Do a search for your keywords to see where you fall in the search engines ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • Keyword Analysis 17 CLIENT: Software Company KEYWORD: “Tax Software” GOOD: “Inexpensive Tax Software” BETTER: “Small Business Tax Software for $99” It’s not the words you use to describe your business rather it’s the words your SEO Customers use to describe your business. The bulk of searches occur in the *Long Tail PPC * Closest to Purchase Decision! ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • Think Like a Searcher! 18 “Tax Software” “Small business tax software for under $99 “ Using Keyword Research Tools, Make a List of 300 Keyword Phrases That Best Describe Your Business. ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • The Buying Cycle 19 Interest Purchase Gather PPC SEO Branded Long Tail Keywords Keywords Exclude Research ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • Meta Tags = On-Page Optimization 20 Meta Tags: The words you use to describe your business that you want the search engines to use to help people find you online. o Meta Tags o Title Tags All should contain critical keywords o H1 Tags o Meta Keywords o Meta Description o Alt IMG Tags o Anchor Text Look for ways to include important keywords in these areas ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • Meta Tags 21 TurboTax Business Software Go find your site’s Meta Tags and make sure they explain what your business is about ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • Links 22 Quality vs Quantity! o All links are not created (or valued) equally o Links should be descriptive & use keywords! o Use text based links in lieu of graphic button links …for more information …find out more about our $99 small business tax software … Links signal to Search Engines your sites relevance and credibility! Review Your Site Content For Keyword Rich Link Opportunities ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • Inbound Links – The Holy Grail! 23 The 4 Levels of Link Building for Success: LEVEL 1 – Low Hanging Fruit LEVEL 3 – Relationship Building o Submit URL to directories (ex. o Network with webmasters Yahoo, DMOZ.org, Joeant, o Become a resource for people in your Aboutus.org) industry o Social Media Sites LEVEL 4 – Become the go to person LEVEL 2 – Start Writing! o Churn out content! o Launch a blog o Stake your claim in your area of o Article syndication, PR expertise Set up a fan page on FaceBook, a company profile on LinkedIn and a YouTube video page. ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • Blogs - The Centerpiece of Social Media 24 Blogs provide your small business with a chance to share your expertise and knowledge with a larger audience. o Communicate & share ideas directly with customers o Have an ear on the street o Opportunity to answer critics in a controlled forum o Generates trust with audience o Drive traffic to your site through keyword rich links o Increase search engine rankings o Establish writer as industry thought leader o Personalizes company o Cost effective communications channel Make it a goal to become a Thought Leader by actively contributing to a blog that focuses on your industry ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • Article Syndication 25 Writing articles and submitting them to other sites is a valuable way to drive relevant traffic to your site. Some benefits include: o Build brand awareness o Attract visitors to your site o Increase page rank on SE’s However, there are some things you need to consider: o Obsolescence o Unauthorized modifications o Mirroring problems o Association with spam Pick a subject related to your industry and write a piece for submission in an article directory ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • Video 26 Use Video To Promote You & Your Business! Pictures Say A Thousand Words Videos Say A Billion - Literally! ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • Video 27 If you don’t use video, you are missing out! 30,000 Video’s Uploaded Daily 40,000 Daily Stand Out From Your Competitors Reach New Audiences Show Customers You Are Their Best Choice Tell Them Your Way ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • Video 28 The Video Possibilities Are Endless • Advertisement • Infomercials • A Promotion • A Mini-Documentary Video Components • Home Page Introduction • About Us • Testimonials • Landing Pages • Product Demonstrations ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • Video 29 “Adding video to my website was one of the best decisions I have ever made. Now visitors to my site can quickly get information that they need in real time. I'm also noticing my website is getting much better placement in Google searches since video was added. In today’s marketplace, having video on your website is a must if you want to stay competitive!” – Dr. Michael Kosdon ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • Video 30 ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • Video 31 Research Shows People Prefer To Watch Video Then Read About Your Company. Average Conversion Rate For Text Only Sites - 1% Average Using Video - 12% ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • Video 32 Stand Out From The Crowd Get More Business! ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • Video 33 Internet Marketing Get Opt In Email Subscribers ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • Video 34 Make The Video Simple Or Fancy As You’d Like • Photo’s, Music, & Text • Add Voice Over • Be On-Camera or Hire A Professional • Use A Teleprompter • Film On Location or Use Green Screen ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • Video 35 Creating High Quality Video Gets You More Viewers Create Branding – add company website throughout End with your logo and contact information Create a way for people to share your video www.addthis.com YouTube Share Option ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • Video Optimization 36 More People Will Find Your Video if it is Properly Optimized __________ ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • Video Optimization 37 Videos are primarily search based on user-given title, descriptions and tags. ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • Video Optimization 38 Tags 1. Use Relevant Tags - Make sure your tags are relevant to your content. 2. Include YouTube Category Tags - This will help pin your video to a category. 3. Use Tag words in the title and description. 4. Match Tags in Title and Description - Use tags as you would primary keywords in a page optimization. TIP - Tags are not long sentence like phrases. ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • Video Optimization 39 • YouTube is a community • Have a Channel • Add new video’s • Make your featured video a welcome video • Watch other video’s • Add favorites ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • Video Optimization 40 Social Networking Sites, Blogs & Forums Upload your video to Facebook and MySpace. Tell those following you on Twitter. Blog about your video and link to your video. When allowed post on forums. ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • Video Optimization 41 The Benefits? ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • Social Media Optimization 42 What can your business do to succeed? Social Media: It’s about building relationships by providing valuable content! ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • Why People Use Social Networks? 43 People use social networking for a variety of reasons: o Get back in touch Have online profile Statistics: o Share information in a common channel Age 18-24 75% Age 25-34 57% Age 35-44 30% o Find new friends Age 45-54 19% Age 55-64 10% Age 65+ 7% o Networking (e.g., interests, business, jobs) 2008 Statistic: 35% of adults online manage one or more social network profiles ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • Why Businesses Use Social Networking 44 Businesses use social networking for a variety of reasons: o Build relationships o Branding opportunities o Attracting traffic o Cost effectively communicate with customers o Identify new sales channels o Give customers a voice o Build link popularity If you start using social networking you have to do it right, and do it consistently to succeed! ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • Social Web Behaviors 45 The Social Web is Dominated by Member Communities and Consists of 4 Behaviors: o Content Creation – Knowing what to create o Content Distribution – Understanding how to get content out there o Content Consumption - Must love to consume content o Transactions – buy, convert The Social Web is no longer just about creation, distribution & consumption; in the future, the highest priority will be placed on the value of the content. ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • 4 Ways Social Media is Changing Business 46 Social media is helping to forge a new era in business transparency and consumer engagement: o From “Trying to Sell” to “Making Connections” o From “Large Campaigns” to “Small Acts” o From “Controlling our Image” to “Being Ourselves” o From “Hard to Reach” to “Available Everywhere” Social Media allows companies to opportunity to develop more genuine and direct connections with their customers. ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • Leveraging Social Networks for Business 47 ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • Social Media Comparison 48 Social Media Unique Visitors Monthly Growth FaceBook 68.5m 1.2m MySpace 58.5m 810k Source: compete.com Twitter 6m 54m 1/09 Twitter Growth: 283% since 1/09 4,500% since 1/08 ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • Twitter Tools 49 ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • Social Networking Conduct (Do’s) 50 Social Networking online is no different than face-to-face interaction. Here are the 6 basic rules: o Listen I’m Listening o Engage o Contribute o Build relationships o Follow-up o Represent yourself & your brand Join an online discussion and practice these habits ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • Social Networking Conduct (Don’ts) 51 How you conduct yourself online is a direct reflection of not only you but your company as well! Whatever you do, don’t: o Be careless o Be inappropriate o Be aggressive o Be self centered Important: It’s not a race to be the most popular! Building relationships takes time and sincere effort. ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • Making Social Networking Pay Off 52 Get into the CONTENT MINDSET! o Focus, Focus, Focus! o Build your contacts (Intelligently!) o Know your target market & what they are looking for o Join groups and contribute meaningful content o Balance “distribution” & “contribution” Building relationships via social media takes time and effort. There’s no overnight solution to achieve success! ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • Summary 53 Must Do’s: The following basic steps are important for any business to ensure a proper online marketing foundation: o Analyze & optimize site structure o Develop great content around relevant/strategic keywords o Ensure meta tags on every page o Install analytics software o Create Google Webmasters account o Create robots.txt o Build XML sitemap & upload to Google o Submit your site to the 3 major search engines o Develop & implement a social media strategy ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • Resources 54 o Analytics: www.google.com/analytics o Webmaster tools: www.google.com/webmasters o Keyword tools: https://adwords.google.com/select/KeywordToolExternal o URL Submit: Google - http://www.google.com/addurl/ Bing: http://www.bing.com/docs/submit.aspx Yahoo: http://searchmarketing.yahoo.com/srchsb/ssb.php DMOZ: http://www.dmoz.org/ o Site Analysis: www.websitegrader.com/ o Sitemaps: www.sitemaps.org o Market Data: www.comscore.com o Online Marketing Associations: www.the-dma.org o Social Media Trends: www.mashable.com o Online Marketing Publications: http://www.onlinemediatoday.com ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09
    • Tonight’s Event Sponsored By: 55 www.GibSEM.com www.SilverDoveProductions.com www.VoiceIcon.com ™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09