Social Media and Search Marketing Social Media + SEO = ROIPresented by: John HeffernanBusiness Development ManagerMediaCo (UK) Ltd – Stand E21
Agency Insight• Online Marketing Agency• Delivering results since 1999…• Offices in Dundee, Edinburgh & Singapore – Sales coverage: London, Midlands & Dubai• Focus on strategic online marketing: – Search Engine Optimisation – Pay-Per-Click Advertising – Email Marketing – Content Copywriting / Development – Social Media Integration
Search Engines and SEO SEO: you can influence keywords, messaging and control on page content Keyword List Creation • Targeted Messaging • Relevant Landing Page Reach Relevancy Driving Conversions
SEO ComponentsKEYPHRASES COMPETITORS ON SITE Deep Internal Links Links OFF SITE ON PAGE Link text
Off Site Optimisation – Link Building ON SITE Deep Internal Links Links RSS Syndication Web Links Social.Media.co.uk Social Bookmarking Online Press Releases Embedded Video Link text ON PAGE Blog engagement Social Networks Article Marketing Social Mentions
Picture worth a 1000 words All Clear?.......................
Content is the bedrock of links • Content syndication – Boost rankings and traffic & ROI • To get good Links you need Good Content • To promote effective Social Mentions you need Good content • To have good SEO Content – you need target keywords! • Good Content: – Opportunity to “say” more / create more points of entry – More opportunities to optimise / establish your site as a content authority
Social Media & SEO – Content “Rules” Use the phrase in the page title Create well written copy content Use Phrase repetition and related terms Define a clear path – Call to Action……. Minimise distractions – Focus! Set a measurable goal
The 3 P’s of Social Media Optimisation Presence, Participation & Promotion Presence: •Originate / Customise / Connect Channels Participation: •Saying the right thing in the right way in the right channel – Engagement! Promotion: •Share – Syndicate – Become “Findable”
Why Use Social Media? - Facebook TIP: Connect Human Photos have a Industry Groups higher click through rate than Company Logo’s ! Easy Content Competitor Sharing News & Fan Pages Paid Demographic Target Ads
Why Use Social Media? - Twitter Tip: Add Google analytics Tracking - Brand Recognition to content - Discover Industry Trends promoted via Twitter – or it will - Drive Traffic be lost in the Direct Traffic Pot! - Tweet – ups - Instant Feedback - Build Connections - Reach Prospects
Why Use Social Media? – Linked In Tip: Public Profile URL: personalise your LinkedIn Profile page by using your name in the URL.
And the latest new kid on the block…… January 2012 – more traffic direct to Websites than LinkedIn, Google+, Reddit and Youtube – Combined!Facebook without the Whining - But you need an invite!
STOP – Plan your Strategy! Planning, planning and more planning! Integrate : Strategy, aim, objectives, targets.... Understand your audience - People Buy People! Brand Reputation: Monitoring Listen and then – Join the conversation! Content is still KING!
Social Media Planning ......... Where are their moderators? Why is there no response? Why are they allowing these comments to stay on their profile page?
Set your Business goals• Be seen as an authority• Get customer insight into your product, marketing & services• Educate, excite and engage customers• Differentiate your brand from your competitors• Reach a new / expanded audience• Encourage word-of-mouth• Conduct Activity – Increase Visibility
Social Media Content Either: write something worth reading about or I’m sorry for writing such do something worth writing … but I didn’t a long letter have time to about................ … write a short ..................Ben Franklin one … Tell your story OR Have it told for you!!!
How does your Business “fit” with Social Media Image used from www.athenamedia.ie
Social Media Business Benefits Used from the “2011 Social Media Marketing Industry Report”
Social Signals and Brand Mentions…..• Social Signals count towards Search Engine Visibility• Create interesting Content – Quality not Quantity!• Video Optimisation – Keyphrase Research• Social Media Activity• UGC! – Reviews / Ratings / Photo’s – Videos / Forums / Guest Articles – Hints & Tips / Q & A / Polls / Surveys
Measuring success• Traffic growth – client visits, time on site• Conversion & Sales• Feedback & Interaction• General online buzz SEO “Off-Site” – Content development & Syndication Social Media – Content development & Syndication Social Media interaction – generates Links!
So.... Into the future? • Mobile Search – Social, Local, Mobile…..SoLoMo • Start with Content – Create more Content and finish with Content – One piece of content CAN make a difference! (but make it interesting………) • Let Social Media tools do the work
Google & Content “..structured “..if you well... produce With quality great, , unique original content…….” content... On and Off-site…” “ ..you will rank well.”
AnyQuestions? Presented by Stand E21 John Heffernan MediaCo firstname.lastname@example.org