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SEKARI Presentation at the HSMAI Conference in Abu Dhabi on Search Engine Optimisation and Social Media in the Middle East, by Lee Mancini

SEKARI Presentation at the HSMAI Conference in Abu Dhabi on Search Engine Optimisation and Social Media in the Middle East, by Lee Mancini

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    Sekari Hsmai Presentation Sekari Hsmai Presentation Presentation Transcript

    • SEKARI
      Hunt, Pursue, Search
      SEKARI.COM
    • Core Competencies
      Organic Search Engine Optimization
      Pay Per Click
      Multilingual Search Marketing
      Regional Arabic SEO اللغةالعربية
      24/7 User Generated Content Moderation
      Web Copywriting
      Affiliate Marketing
      Social Media & Brand Monitoring
      Online PR & Articles
      Online Brand Protection
      Display Advertising
      Mexad - Media Buying Exchange
    • Global Network - 26 Offices
      70% of Search is not in English
    • Lee Mancini
      8 years in the online travel and hospitality sector in UAE
      KLM Royal Dutch Airlines, Jumeirah, Emirates Hotels & Resorts
      Founder of Sekari
      Founder of Digimedia.me Digital Conference 6th-7th May
    • WHY SEARCH?
      SEKARI.COM
    • Why Search?
      89% of Internet users use a search engine to find information. (May 2008)
      81% of Internet users use the Internet to research a product or service before buying it. (September 2007)
      73% of Internet users use the Internet to get news. (May 2008)
      194% increase in conversion
      rates after 2 months first page
    • Market Share
      69% of searches conducted in Google
    • Google Triangle
      100% of searchers focused on the top listings… paid and organic
    • Paidvs Organic
      80% of all traffic clicks through on natural listings
      73% first page
      17.5% increased click through rate
      Quality Score
      Organic
      80%
    • “Social Media is an umbrella term that defines the various activities that integrate: technology, social interaction and the construction of words, pictures, audio and video.”
      SOCIAL MEDIA
    • People Trust Other People
    • What it definitely isn't!
    • WORD OF MOUTH
      WORLD OF MOUTH
    • Social Media Elements
    • What is your objective?
    • Who is your Target Audience?
      Age, Gender, Location?
    • BLOGGING
    • Blogging
      Blogging became main stream and a serious marketing tool in 2006
      There are over 200,000,000 blogs
      Of which 54% post content or tweet daily
      35,000 Arab language blogs (The Berkman Centre)
      Of which 46% of Saudi Bloggers are women
      34% of bloggers post opinion on products and services
      Saudi Female Bloggers focus on personal lives but others are issue-oriented, blogging about social issues, such as ban on women drivers and rising trends in domestic violence
    • Blogging – The Opportunity
      Give your product/service a personable voice
      Develop a positive online reputation
      Expansion of content, reaching a wider audience
      BUT..
      You have to be transparent and not intrusive
      Its not as easy as setting up and go….
    • Benefits of Blogs for SEO
      Can create a huge amount of content for your site which Search Engines Index, which can be very beneficial if on topic
      Search engines have put high weight on blogs that are focused and tend to stay on topic.
      Blogs are also used to provide links to your site or deep-links into other sections of your site passing Page Rank equity
      So Remember - The title of your blog should be thought of as a headline
      you could always format your blog with some permanent links on the side
    • Before you start Blogging
      What is going to be the main topics of the blog (categories)
      Who is going to be blogging (source appropriate bloggers)
      Who is going to be managing and monitoring the blog?
      Defamatory and inflammatory content
    • SEO TIPS
      Choose the Right Blog Software (or Custom Build) WordPress, Blogger, MovableType or Typepad
      Host Your Blog Directly on Your Domain
      Write Title Tags with Two Audiences in mind-Readers and Search Engines
      Participate at Related Forums & Blogs
      Link Intelligently - there's a fine line between overlinking and underlinking
    • When doing social media, ALWAYS keep SEARCH in mind
      SEKARI.COM
    • LINK BAITING
    • Link Baiting
      Link bait is any content or feature within a website that somehow baits viewers to place links to it from other websites.
      Matt Cutts defines link bait as anything "interesting enough to catch people's attention.“
      Link bait can be an extremely powerful form of marketing as it is viral in nature
    • Link Baiting
      Link Bait naturally attract backlinks for your web page by getting people to talk about it, discussing it on forums, blogging about it, posting it on del.icio.us/Furl/Digg/Shoutwire and linking to it from their sites. It also attracts a lot of visitors
      Link Bait is a piece of digital content specifically created to boost link equity to a domain, thus also contributing to increased page ranking
      The Link baiting content has to be on the domain you are wanting to increase link equity for your website
    • Link Bait
      Controversial
      Research
      Newsworthy
      Content People Link To
      Humorous
      Original
      Content Social Media Voters Like
      Tools
      Top 10 Lists
      Exclusives
    • Link Baiting Pro’s and Cons for SEO
      Variable link Quality
      Unpredictable Results
      High entrance Costs
      You don’t have much control what the links say and therefore the value of the link to your target keyphrase
      But done properly, no other link building strategy can gain you as many links as quickly and legitimately as Link Bait
    • VIRAL
    • BE UNIQUE
      SEKARI.COM
    • Viral
      Usually larger campaigns but does not mean it has to cost loads
      Viral campaign usually appeal to a broader range of people (thus spreading quicker and to a wider audience)
      You cant create a Viral campaign
      You create an idea
      80% of Viral Campaigns don’t go Viral
    • Absolutely Completely Must be..
      Good Creative/Idea + Solid execution elements for a viral is CRUCIAL to success!!
      All Tweeting, digging, stumbling and buzz building in the world will NOT work if the idea is rubbish!!
      Its easier to be interesting than funny
    • SOCIAL MEDIA WEBSITES
    • Social Media Websites
      Social Media Websites such as Facebook and Twitter have a no follow policy
      What this means is that there is no value attributed by search engines for links from Facebook or Twitter to your site
      But they engage with communities, drive traffic and can develop into viral
      In the case of Twitter Realt-Time News results are included in SERP results
    • Google Real Time News Results
    • Twitter
    • Twitter
    • Top Twitter Tips
      Don’t over think it, be personable
      Share information, links
      Listen
      Use #hashtags to organize and search
      #hashtags preceding keywords add additional context and meta data to your tweets
      Used when searching for real-time content
      #HSMAIAbuDhabi
    • Organize your Twitter
      Tweetdeck
      Destroy Twitter
    • The Key with Social Media
      is Listening First
      Selling Second!!
    • Free Social Monitoring Tools
      www.socialmention.com
      www.blogpulse.com
      www.tweetbeep.com
      http://klout.com
      http://tweetmeme.com
      Paid Social Monitoring Tools
      www.radian6.com
      http://www.trackur.com/
      http://www.sentimentmetrics.com/
    • Influence Map – who cites who
    • Facebook
    • More than 400 Million Facebook Users
      50% of users log on every day
      35% of users update their status each day
      Over 3 billion Photos uploaded each month
      6.4 million Arab Users registered with Facebook
      60% of Arab members use Facebook for entertainment and fun
      40% of Arab members utilize the site socio politically, engaging with issues related to politics and political reform
      Out of those members 25% use Facebook to realize social aims such as charity campaigns and raising funds
    • Facebook in The Middle East
    • YouTube
    • YouTube is the worlds 2nd Biggest Search Engine
    • Youtube
      20 Hours of video is uploaded onto Youtube every minute
      Less than 10 percent of YouTube videos get more than 1,500 views
      45% of videos discovered on video site (i.e. YouTube), 44% on blogs
    • Video 50 times more likely to get first-page ranking than text page
      “On the keywords for which Google offers video results, any given video in the index stands about a 50 times better chance of appearing on the first page of results than any given text page in the index”
    • YouTube’s algorithm examines video’s relevance and importance
      “After determining the content of the video using our spidering technology, YouTube combines sophisticated text-matching techniques to find videos that are both important and relevant to your search. Our technology examines dozens of aspects of the video’s content (including number of hits and rating) to determine if it’s a good match for your query.”
      Youtube Help Support
    • Sophisticated techniques match text in title, description, and tags
    • YouTube enables you to embed a video into your website or blog
    • Optimized videos get discovered but great content gets shared
    • Optimized press release included YouTube video and news image
      Online Press Releases 5 times more likely to be viewed with Video embedded
    • YouTube will display search term suggestions as you type your query
    • Remember Integrate Your Social Media
    • When you know your neighbor your more likely to talk about something trivial
    • Thank you
      Dubai Search Marketing Specialists