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Internet Search Marketing: The Lifeblood of Indie Film
Internet Search Marketing: The Lifeblood of Indie Film
Internet Search Marketing: The Lifeblood of Indie Film
Internet Search Marketing: The Lifeblood of Indie Film
Internet Search Marketing: The Lifeblood of Indie Film
Internet Search Marketing: The Lifeblood of Indie Film
Internet Search Marketing: The Lifeblood of Indie Film
Internet Search Marketing: The Lifeblood of Indie Film
Internet Search Marketing: The Lifeblood of Indie Film
Internet Search Marketing: The Lifeblood of Indie Film
Internet Search Marketing: The Lifeblood of Indie Film
Internet Search Marketing: The Lifeblood of Indie Film
Internet Search Marketing: The Lifeblood of Indie Film
Internet Search Marketing: The Lifeblood of Indie Film
Internet Search Marketing: The Lifeblood of Indie Film
Internet Search Marketing: The Lifeblood of Indie Film
Internet Search Marketing: The Lifeblood of Indie Film
Internet Search Marketing: The Lifeblood of Indie Film
Internet Search Marketing: The Lifeblood of Indie Film
Internet Search Marketing: The Lifeblood of Indie Film
Internet Search Marketing: The Lifeblood of Indie Film
Internet Search Marketing: The Lifeblood of Indie Film
Internet Search Marketing: The Lifeblood of Indie Film
Internet Search Marketing: The Lifeblood of Indie Film
Internet Search Marketing: The Lifeblood of Indie Film
Internet Search Marketing: The Lifeblood of Indie Film
Internet Search Marketing: The Lifeblood of Indie Film
Internet Search Marketing: The Lifeblood of Indie Film
Internet Search Marketing: The Lifeblood of Indie Film
Internet Search Marketing: The Lifeblood of Indie Film
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Internet Search Marketing: The Lifeblood of Indie Film

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Learn about Internet search marketing, why it is important for your film, the basics of optimizing your online presence for search and how the data in keyword research can help get your project made, …

Learn about Internet search marketing, why it is important for your film, the basics of optimizing your online presence for search and how the data in keyword research can help get your project made, find an audience and generate revenue. Presented at the 65th Yorkton Film Festival, Yorkton, SK, May 25, 2012

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  • Today, that same search produces personalized results that are full of images, videos and social commentary, maps and other localizations. Searchers able to get relevant, varied and valuable information that’s informed by social connections and delivered anywhere (desktop vs. mobile).Won’t deal with mobile search in any detail in this presentation, but you should be aware that your site/content should mobile device friendly to take advantage of new search platforms.
  • In the past Internet search meant:Search enginesSimple text listings The same for everyoneToday Internet search is:Unique to each searcher, based on search history stored in search engine profile (iGoogle) and browser cookieBased on your geographic location (IP address)Includes results full of news stories,images, videos,social commentary, maps and otherpartsDelivered anywhere (from desktop, to laptop to mobile device)Informed by social connections
  • What can improved search presence do for my site?Search is the second most popular Internet activity after email(PEW Internet Project, 2009.)Internet search allows you to reach a global audience, 24/7, 365 days a year.When a site visitor finds you via Internet search you know they are already interested in what you are offering.Can be time consuming (especially if you are doing it yourself) but very cheap compared to other traditional promotional venues and more straightforward advertising.
  • Page load time depends on:- The size of your HTML file and any frames it references. - The number and size of your images. - Use of HEIGHT and WIDTH attributes with your IMG and TABLE tags. - The number of servers that must be contacted to download files and images. - The speed of the user's modem. It's a good idea to keep your page load times under about 12 seconds on a 28.8 modem.
  • Visible text content is actually king when it comes to SEO.- Keyword research- Keyword placement (more on this in titles and tagging)- Use text to give links, video and other elements the proper context (actually beyond your site, to include You Tube uploads, social media feeds, etc).
  • Searching for walmart documentary on my computer ended up generating this SERP, which highlights just how rich the text content of this site is with multiple pages ending up in the listing. The more robust your content the tickets you buy in the search lottery, the more chances you have to connect with searchers.Also call attention to universal search results here.QUESTIONS?
  • Example of title & meta tags
  • Example of rich snippets – movie review rating (and a other key pieces of info) from IMDB showing up in the search listing that are not typical in a search listing
  • Mention of link building, its importance and how social media fit.Meta-context for site content in searches so you should have a presence here to truly compete on Internet search.Provide context for search enginesAnd used as search engines in their own right (Bing now powering search on Facebook, Google on MySpace, etc).Social media marketing has a direct effect on search engine rankings and engines are using social voting systems and bookmarking trends to determine quality sites.Current trends with Google and Yahoo giving higher ranking to sites or content based upon social media voting. Ways search engines can use Bookmarking and Social News service to better their results. Patents the two search engines have filed which support the expansion of these trends. Steps you can take for basic social media marketing which will help with your current & future search rankings. Twitter now used by 75% of businesses for promotion. Will inform real-time search by MSN, Google, and others.Facebook, MySpace, Google Buzz. ShootingPeople.org (indie film network).ORM – Online reputation management – part of it is monitoring mentions of your film or brand – negative reviews, for instance, can actually HURT your search rankings on Google – automated tools can simplify the monitoring process (more later)
  • How a Facebook page can be used for social media search contextLIKE’s can improve Internet search performance
  • Facebook LIKE & FAVOURITES, movie reviews on IMDb and Rotten Tomatoes
  • In the past year, video search has become critical for search success.Less competitive & more likely to get people to click through to your site.For profit corporations are leveraging video effectively, but the film and video production community not so much. All this means is that there is HUGE opportunity for those who take advantage of this. Here are some of the things you need to be aware of when using web video for promotional purposes:<explain items>
  • Use keywords more likely used to describe video than on a regular search engine - https://ads.youtube.com/keyword_toolThings to consider:Names (celebrities)Titles (movies, shows)QuotesActions/verbsObjects in the video (cars, etc.)Emotions (funny, hilarious) QUESTIONS?
  • Transcript

    • 1. Internet Search MarketingThe Lifeblood of Indie Film May 25, 2012
    • 2. Internet search What is it? Why is it important? How can it help your film? How can you be search friendly?
    • 3. What does Internet search look like today? Personalized Local Universal Mobile Social
    • 4. Why is Internet search important? One of the most popular Internetactivities Global reach (anywhere/anytime) Pre-qualified traffic/audience Inexpensive/free advertising
    • 5. How can Internet search help your film? Get data on the current level of interest inyour film, brand & subject matter (and trackhow it evolves over time) Prove there is a “need” and an onlinemarket for the story you want to tell Learn what attracts your audience and howto “speak their language” Connect with and grow your film’s onlinenetwork & community throughout the world
    • 6. How can you be Internet search friendly? Get technology out of the way Have a great content strategy Optimize titles & tagging Be aware of the wider social mediaand online reputation contexts
    • 7. Technology Search bots catalogue text and crawllinks Splash pages, flash, JavaScript andother programming can get in the way Penalties for slow page load times The simpler, the better
    • 8. Even Adobe is NOT using Flash…http://www.adobe.com/ca/products/creativesuite.html
    • 9. 100% Flash sites can be problematichttp://www.barneysversionthemovie.com/
    • 10. Content Content is king Pick the right keywords Put them in the right places Provide the proper context
    • 11. Text rich websitehttp://www.walmartmovie.com/
    • 12. Keyword tool for market researchhttps://adwords.google.com/select/KeywordToolExternal
    • 13. Richer Googlesearch results
    • 14. Titles & Tagging Meta tags & alternative (alt) text Blog & social media tags Headers & subheaders Link text & URL strings Video titles Rich snippets & sitemaps
    • 15. Title & meta tagshttp://www.cairotime.ca/
    • 16. Alternative text or <alt> tagshttp://casinojack-movie.com/
    • 17. Headings & subheadingshttp://tiff.net/films/films/filmsplayingattiff?filter=ABC
    • 18. Rich snippetsfor richersearch listings
    • 19. Social Media & Online Reputation Link building & voting on socialnetworks Real time search & Twitter Social media as search engine Online reputation management(there is such a thing as bad publicity)
    • 20. YouTube as search engine
    • 21. Bing & social searchhttp://www.bing.com/social
    • 22. Facebook social media searchhttps://www.facebook.com/battlecastle
    • 23. Online reputation affects search performance
    • 24. Video Search Marketing Thumbnails Contextual text & tagging Transcriptions Video sitemap Family friendly Specialized video search engines
    • 25. Videos in search results
    • 26. Videos in search results
    • 27. Video tags & contextual texthttp://www.youtube.com/watch?v=LDXq8mv_fsk&feature=plcp
    • 28. Top 10 Do’s & Don’ts1.Don’t use a splash page2.Don’t put your entire site in flash3.Do comprehensive keyword research (know your search market)4.Do pay extra attention to your title, meta, rich snippets and other tags5.Do focus on the right pages/places
    • 29. Top 10 Do’s & Don’ts6.Do create fresh and relevant content7.Do be aware of your page load times8.Do take advantage of social media9.Do keep track of your online reputation10.Do use Google Analytics
    • 30. How to contact me Annelise Larson annelise@veria.ca @veriatweet http://www.veria.ca

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