I know this guy who…
How to use your content to be
found and referred
Sonny Cohen
Director of Internet Marketing Strategy

I KNOW THIS GUY WHO…
We do business with people who we know and trust
"Ideas and products and messages and behaviors spread like viruses do."

I KNOW THIS GUY WHO…
Search engine optimization
SEO & SMM (SEO) and social media
marketing (SMM) are
interdependent
Search engines help you become known (found)
Social media builds trust (leading to objective)
Social media drives search engine performance

DO BUSINESS WITH PEOPLE

DO BUSINESS WITH PEOPLE
Branding is about people, not company names
Companies need to put faces on the brand in order
to win acceptance
People trust other people to introduce them to
brands
Companies have to put their individual employees
out there and let them become brands
Steve Rubel, Edelman PR Digital Director of Insights
What this means to you: Edelman Trust Barometer 2009
http://www.edelman.com/trust/2009/
What name is on the corporate email you send?
Are you blog posts signed by real people?
Tweeting by name and/or company veil?

ACHIEVE AWARENESS
What this means to you:
Is your website the answer to someone’s question?
Does your web analytic keywords display queries that led
to your site?

ACHIEVE AWARENESS
What this means to you:
Are you being found effectively in search?
How does your search performance trend?
Are you being found for what is important to you?

OBTAIN TRUST
What this means to you:
What is your online reputation?
Where are you rated?
Who is talking about you?

I KNOW THIS GUY WHO…
We do business with people who we know and trust
Search engine optimization
SEO & SMM (SEO) and social media
marketing (SMM) are
interdependent
Awareness + Trust = Business

SEARCH MARKETING
A brief primer

TRAFFIC SOURCES
From where does
website traffic come?
– Search
– Social Media

SEARCH ENGINE MARKETING MISSION
“We want our website to be found on search engines”
(Beware of trick question)
True? False?

SEARCH ENGINE MARKETING MISSION
We want:
– Important content pages
– Product pages
– Program pages
– Industries served
– Biographies of key personnel
– Social media content
– To be prominent on search engines

ONLINE MARKETING MISSION
We Want:
(Awareness)
– Important website pages (landing pages)
– To be prominent on search engines (SERPS)
(Trust)
– And for prospective visitors to click through to these important pages
(search engine referral = SUCCESS METRIC)
– And for their site visit to achieve some kind of specific and meaningful
objective (business case)

KEYWORDS
Keywords = Words & Phrases
• 2 -3 words are commonly searched
• Natural language search is common
• Questions are frequent
Relevant to your organization
Actually Searched
Not Competitive

USE SEARCHED PHRASES
Research whether people
actually search for your keywords
Results pages from www.wordtracker.com

KEYWORD COMPETITION
Keyword Competition

POPULATE SITE USING KEYWORDS

KEYWORD IDENTIFICATION TOOLS

INBOUND LINKS
https://siteexplorer.search.yahoo.com/

SOCIAL METRICS

KEYWORD EVALUATION
Being Found in Search is about:
Rich website content
Language of your targeted visitor
Well linked
Social media metrics
But Being Found in Search is Not Enough

SOCIAL MEDIA
Your Trust Network

CONVERSION
(Trust)
–And for prospective visitors to click through to your
important pages (search engine referral = SUCCESS
METRIC)
–And for their site visit to achieve some kind of specific
and meaningful objective (business case)

TRUST NETWORKS
http://www.edelman.com/trust/2009/

SOCIAL MEDIA LANDSCAPE
Image used with permission. John Jantsch Duct Tape Marketing

VIDEO CONTENT ON SOCIAL NETWORKS

SOCIAL MEDIA METRICS

IMAGE CONTENT ON SOCIAL NETWORK

CASE STUDY
My Roofing Adventure

CASE STUDY
A Roofing Contractor Story

CASE STUDY
Email
Flickr
Facebook
Twitter
Blogs (Other)
Reviews
Blog

GOING VIRAL

SEARCH ENGINE RESULTS PAGE (SERP)

ROOFING CONTRACTOR RESPONSE
Your one-stop source for building your online
brand, marketing yourself on the web and
simplifying communications with people.
Fast Pitch! is an active social network for business professionals to
connect with friends, colleagues and customers and share content
about their business.

SOCIAL MEDIA MARKETING & SEARCH MARKETING UNITED
People do business with people who they
know and trust
(People don’t do business with people they
don’t know or don’t trust)
Search marketing will help you be found
Social marketing will help you be trusted
Social marketing drives search marketing

I know this guy who…
How to use your content to be
found and referred
Sonny Cohen
Director of Internet Marketing Strategy