The New SEO: User Behavior, Social Engagement and Brand Preference

THE NEW SEARCH ENGINE OPTIMIZATION (SEO):USER BEHAVIOR, SOCIAL ENGAGEMENT& BRAND PREFERENCEHow to improve your sites search rankand capitalize on the changing search landscape Marketing Planning and Analysis Conference 10 February 2012 Mary Mac Digital Marketer and Strategist

2“OLD SCHOOL” SEOYour Google Search Results Were Affected by• Having a well-built website• Using converting keywords in the anchor text (using keyword phrases that convert to action in the visible, clickable text in a hyperlink)• Inbound links from authoritative sites• Other data collected by Google that you may (or may not) have access to or influence

3THE NEW SEOYour Google Search Results Are Now Affected by• "Old School" SEO• User behavior• Brand preference• Social interaction

4User Behavior Is Monitored by• Time spent on site when clicking through from a SERP• Bounce rate• Bounce rate back to a SERP• Use of the “block all results” button on Google SERPs• Time on site• Return visits• Data collected by people searching via the Google toolbar• Data collected by Google "Street View" cars that can download browsing data from the wifi signals they pass

5Brand Preference Is Monitored by• Brand mentions, shares and links in social media• Brand mentions and links on trusted sites• Searches with brand and domain names

6Social Interaction Is Monitored by• Number of comments• Number of “likes”• Number of tweets• Number of +1s• Number of mentions• Number of shares

7Digital Marketing Project ListProducts / Services that I marketProjects Product 1 Product 2 Product 3 CONTENT A T L S C M

8 USE CONTENT• To describe service or product benefits -- what problem does the service or product solve?• To describe products -- what does the service or product do?• For product procurement -- how do you buy the product?• For user success stories• For industry-related stories• For blog posts and posts to social media, such as LinkedIn, Twitter, YouTube and Facebook

9Digital Marketing Project ListProducts / Services that I marketProjects Product 1 Product 2 Product 3 CONTENT ANALYTICS T L S C M

10 USE ANALYTICSCheck Your Analytics for the New SEO• What are users doing on your site?• What is your bounce rate? How can you improve it?• What is the average time spent on site?• What are the average number of pages viewed per visit? How can you improve these results?• What search terms are used to find your site?• What are the number of mentions of your Brand? How can this be improved via content?

11Digital Marketing Project ListProducts / Services that I marketProjects Product 1 Product 2 Product 3 CONTENT ANALYTICS TESTING L S C M

12USE TESTINGWhat to add to a page to test optimization for the New SEO• Social sharing icons to articles and to descriptions of services or products• Online forum• Display of tweets or Facebook posts• Ratings from customers• Links to customer success stories• Videos related to products and services• Sidebar with clicks to top-converting pages on your site• Reiterate your company name in running text where appropriate

13Digital Marketing Project ListProducts / Services that I marketProjects Product 1 Product 2 Product 3 CONTENT ANALYTICS TESTING LEAD NURTURING S C M

14 USE LEAD NURTURING• The sales funnel is broken• Who owns the sales process?• Sales process is co-managed by Sales and Marketing• Sales process is owned by the customer

15USE LEAD NURTURING“The art of marketing is to make people persuadethemselves that your company is the best for their needs.”

16USE LEAD NURTURING “People do not like to be sold. They like to buy.”

17USE LEAD NURTURINGHow to influence potential buyers• Intelligent posts as Status Updates on LinkedIn.• A video posted by a happy customer to your site.• A useful and concise White Paper written by an industry analyst that describes the advantages of your product or service.• What else?

18Digital Marketing Project ListProducts / Services that I marketProjects Product 1 Product 2 Product 3 CONTENT ANALYTICS TESTING LEAD NURTURING SEARCH C M

19USE THE NEW SEOYour Google Search Results Are Affected by• "Old School" SEO• User behavior• Brand preference• Social Interaction

20Digital Marketing Project ListProducts / Services that I marketProjects Product 1 Product 2 Product 3 CONTENT ANALYTICS TESTING LEAD NURTURING SEARCH COMMUNITY M

21 USE COMMUNITYWays to build community• In your emails, include links to the special interest forums you have on your site.• Invite existing customers to join your Facebook page – give them a reward for doing so.• Follow everyone who follows your Company Twitter profile.• Use eCairn, Radian6 or other social monitoring software to stay aware of communities that discuss your product and services.• What else?

22Digital Marketing Project ListProducts / Services that I marketProjects Product 1 Product 2 Product 3 CONTENT ANALYTICS TESTING LEAD NURTURING SEARCH COMMUNITY MOBILE

23USE MOBILE• More purchases are made via tablets than via smartphones.• Smart marketers send only the most relevant information to people on their smartphones.• People like to shop on smartphones and buy in person, or via tablets or personal computers.• Each business service and product is different. Marketers need to test and find out what devices readers are using -- and base segmenting decisions on that.

24Mobile CouponsNew options for mobile marketing• Punchh.com Mobile coupons for restaurants and other businesses to give to customers to refer your business and to earn loyalty points for frequenting your business• Ifeelgoods.com Mobile way for a business to reward shoppers with Facebook credits (to use in Farmville, Mafia Wars, etc.) when they shop for your services and connect with brands on Facebook• SpotZot.com Mobile platform for "deals" whereby information is sent to mobile devices based on location and intent

25Career Potential forDigital Marketing StrategistsBecause digital and social need to be built into corporatestrategy, companies are increasingly adding a Digital MarketingStrategist to their Board of Directors to help the board makeprofitable business decisions regarding the company’s onlinepresence.“If a board wants…people who are on top of all the nuances ofdigital and the new trends, they’re…going to recruit people in forwhom it may be their first board experience. Their perspective andability to provide unique insight will help keep the company as aninfluencer in the industry.” “Digital expertise on the board: An Interview with Dan Rosensweig” - article from Spencer Stuart Consulting

26Source Material The New SEO http://bit.ly/new-SEO Panda Short http://bit.ly/Panda-short Marketers Look to Integrate Email, Social and Mobile http://bit.ly/integrated-plan The B2B Marketing Manifesto http://bit.ly/B2B-manifesto Sales Funnel is Broken http://bit.ly/funnel-broken Why Sales and Marketing Alignment Really, Really Matters http://bit.ly/Sales--Marketing Why SEOs are Finding Themselves Reporting to Content Marketing http://bit.ly/SEO--content Silicon Valley Forum http://bit.ly/SV-Forum Board of Directors Adding Digital Marketing Strategists to Board http://bit.ly/BOD-digital

27Follow the Best Web Strategyon Twitter: @bestwebstrategyhttps://twitter.com/#!/bestwebstrategyon LinkedInhttp://www.linkedin.com/in/bestwebstrategy

THE NEW SEARCH ENGINE OPTIMIZATION (SEO):USER BEHAVIOR, SOCIAL ENGAGEMENT& BRAND PREFERENCEHow to improve your sites search rankand capitalize on the changing search landscape Marketing Planning and Analysis Conference 10 February 2012 Mary Mac Digital Marketer and Strategist

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The New SEO: User Behavior, Social Engagement and Brand Preference

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