INTERNET SEARCH
MARKETING – Pt. 1
(How?)
IPF Digital Marketing Workshop
December 7, 2013
WHAT does Internet search
look like today?
• Personalized
• Local
• Universal

• Mobile
• Social
WHY is Internet search
important?
• One of the most popular Internet activities

• Global reach (anywhere/anytime)
• Pre-q...
HOW can Internet search help
your screen media project?
• Get data on the current level of interest in your film, brand

&...
HOW can you be Internet
search friendly?
• Get technology out of the way

• Have a great content strategy
• Optimize title...
Technology
• Search bots catalogue text and crawl links
• Splash pages, flash, JavaScript and other

programming can get i...
100% Flash sites are problematic
Google wants to own mobile search
Content
• Content is king more than ever
• Understand your language ecosystem & core

topics/themes
• Pick the right keywo...
Text rich site = stronger search presence

http://www.livingdownstream.com
Keyword research tools

https://adwords.google.com/ko/KeywordPlanner &
http://www.google.com/trends
Titles & Tagging
• Title & description meta tags
• Blog & social media tags
• Video titles

• Rich snippets & sitemaps
• L...
Title & description tags

http://www.space.ca
Rich snippets for richer search listings
Social media titles, descriptions & tags
Social media & online reputation
• Link building & voting on social networks
• Real time search & Twitter
• Social media a...
YouTube as search engine
Bing & social search
Online reputation affects search performance
Twitter search & hashtags
Online authority
• Theory is good content comes from good authors
• Claim your online identity (on Google & on Bing)
• Opt...
Claim your Google Authorship

https://plus.google.com/authorship
Claim your Bing/Klout Snapshot

http://klout.com/snapshot/signup
Top 10 do’s & don’ts
1. Don’t put your entire site in flash, images and

video
2. Do comprehensive keyword research (know
...
Top 10 do’s & don’ts
6. Do be aware of your page load times
7. Do be mobile friendly
8. Do take advantage of social media
...
You can find me at:
Annelise Larson
annelise@veria.ca
@veriatweet
www.veria.ca
Find this presentation at:
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Search Marketing Pt.1 - Independent Production Fund - Digital Marketing Workshop - Dec 2013

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An introduction to the power of search marketing for screen media projects.

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Search Marketing Pt.1 - Independent Production Fund - Digital Marketing Workshop - Dec 2013

  1. 1. INTERNET SEARCH MARKETING – Pt. 1 (How?) IPF Digital Marketing Workshop December 7, 2013
  2. 2. WHAT does Internet search look like today? • Personalized • Local • Universal • Mobile • Social
  3. 3. WHY is Internet search important? • One of the most popular Internet activities • Global reach (anywhere/anytime) • Pre-qualified traffic/audience • Inexpensive/free advertising
  4. 4. HOW can Internet search help your screen media project? • Get data on the current level of interest in your film, brand & subject matter (and track how it evolves over time) • Prove there is a “need” and an online market for the story you want to tell • Learn what attracts your audience and how to “speak their language” • Connect with and grow your project’s online network & community throughout the world
  5. 5. 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 media and online reputation contexts • Establish your online authority
  6. 6. Technology • Search bots catalogue text and crawl links • Splash pages, flash, JavaScript and other programming can get in the way • Penalties for slow page load times • Importance of being mobile friendly & device responsive • The simpler, the better
  7. 7. 100% Flash sites are problematic
  8. 8. Google wants to own mobile search
  9. 9. Content • Content is king more than ever • Understand your language ecosystem & core topics/themes • Pick the right keywords to reflect your core topics/themes • Put them in the right places • Provide the proper context
  10. 10. Text rich site = stronger search presence http://www.livingdownstream.com
  11. 11. Keyword research tools https://adwords.google.com/ko/KeywordPlanner & http://www.google.com/trends
  12. 12. Titles & Tagging • Title & description meta tags • Blog & social media tags • Video titles • Rich snippets & sitemaps • Link text & URL strings • Headers & subheaders
  13. 13. Title & description tags http://www.space.ca
  14. 14. Rich snippets for richer search listings
  15. 15. Social media titles, descriptions & tags
  16. 16. Social media & online reputation • Link building & voting on social networks • Real time search & Twitter • Social media as search engine • Online reputation management (there is such a thing as bad publicity)
  17. 17. YouTube as search engine
  18. 18. Bing & social search
  19. 19. Online reputation affects search performance
  20. 20. Twitter search & hashtags
  21. 21. Online authority • Theory is good content comes from good authors • Claim your online identity (on Google & on Bing) • Optimize your online footprint/brand • Establish connections to other authorities in your target market • Regularly create relevant, quality, unique content about your core topics (i.e. blog)
  22. 22. Claim your Google Authorship https://plus.google.com/authorship
  23. 23. Claim your Bing/Klout Snapshot http://klout.com/snapshot/signup
  24. 24. Top 10 do’s & don’ts 1. Don’t put your entire site in flash, images and video 2. Do comprehensive keyword research (know your search market) 3. Do pay extra attention to your title, meta, rich snippets and other tags 4. Do focus on the right pages/places 5. Do create fresh content relevant to your core topics/target audience
  25. 25. Top 10 do’s & don’ts 6. Do be aware of your page load times 7. Do be mobile friendly 8. Do take advantage of social media 9. Do keep track of your online reputation 10. Do claim your online identity & support it with content that can make you an authority
  26. 26. You can find me at: Annelise Larson annelise@veria.ca @veriatweet www.veria.ca Find this presentation at:

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