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Why is content strategy crucial for social search? Krista LaRiviere, gShift Labs
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Why is content strategy crucial for social search? Krista LaRiviere, gShift Labs


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Krista LaRiviere @kristalariviere from gShift Labs - Presentation from Search Engine Strategies London 2012 on 'Why content strategy is crucial to social search'

Krista LaRiviere @kristalariviere from gShift Labs - Presentation from Search Engine Strategies London 2012 on 'Why content strategy is crucial to social search'

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  • 1. London | 20–24 Feb, 2012 | #seslondongShift Labs Krista LaRiviere, CEO• gShift Labs is an SEO software company founded in 2009.• Our vision is to change the way people think about and perform organic search optimization. We believe that marketers should have control over their SEO campaigns just like they have control over email marketing and paid search.• Our software, Web Presence OptimizerTM helps marketers and agencies get control of their entire web presence – web sites, blogs, social and press releases – all with the goal in mind to rank higher organically in the search engines. Your logo here @gShiftLabs @KristaLariviere
  • 2. London | 20–24 Feb, 2012 | #seslondon Session Topic:Why Content Strategy is Crucial to Social Search.Why An Optimized Content Strategy is Crucial to Social Search.Search and Social is about an optimized content strategy.Success in Search & Social are not even possible without anoptimized content strategy. @gShiftLabs @KristaLariviere
  • 3. London | 20–24 Feb, 2012 | #seslondon @gShiftLabs @KristaLariviere
  • 4. London | 20–24 Feb, 2012 | #seslondon Optimized Content MarketingOptimized Content Marketing is the art ofunderstanding exactly what your prospects andcustomers need to know and deliberately producingoptimizing content based on keyword phrases that aredriving organic search traffic. Then delivering that contentto them in a relevant and compelling way to grow yourbusiness by socializing it through social networking sites. (Content Marketing Institute, adapted) @gShiftLabs @KristaLariviere
  • 5. London | 20–24 Feb, 2012 | #seslondon Agenda1. Changes that we’ve seen over the past 450 days.2. How an Optimized Content Marketing Strategy is SEO 4.0 or Web Presence Optimization and is all that really matters.3. How SEO, Social Media and Content must live together.4. Content Campaigns.5. Example of Web Presence Optimization in action. @gShiftLabs @KristaLariviere
  • 6. London | 20–24 Feb, 2012 | #seslondon @gShiftLabs @KristaLariviere
  • 7. London | 20–24 Feb, 2012 | #seslondon @gShiftLabs @KristaLariviere
  • 8. London | 20–24 Feb, 2012 | #seslondon 450 Days AgoThe Panda Updates @gShiftLabs @KristaLariviere
  • 9. London | 20–24 Feb, 2012 | #seslondon The Panda Updates• Backlinks are still important• But Backlinks Busted• Link Farms… goneSEO 4.0 – Build backlinks through thedistribution of optimized, relevant, freshcontent. @gShiftLabs @KristaLariviere
  • 10. London | 20–24 Feb, 2012 | #seslondon400 Days Ago Social Signals @gShiftLabs @KristaLariviere
  • 11. London | 20–24 Feb, 2012 | #seslondon Social Signals• 8% to 10% of Google’s and Bing’s organic search algorithms.• “Social networking and social media are about relationships and relationships prove relevance and relevance is at the core of organic search.”SEO 4.0 – Socialize your optimized content inFacebook, G+, YouTube, LinkedIn, Twitter. @gShiftLabs @KristaLariviere
  • 12. London | 20–24 Feb, 2012 | #seslondon350 Days AgoGoogle + Launches @gShiftLabs @KristaLariviere
  • 13. London | 20–24 Feb, 2012 | #seslondon 250 Days AgoThe Freshness Updates @gShiftLabs @KristaLariviere
  • 14. London | 20–24 Feb, 2012 | #seslondon The Freshness Updates• Google announces it will give priority to fresh, relevant content.• Press releases, news, blogs, events, etc.SEO 4.0 – Give Google what it wants – fresh, relevantcontent… optimized. @gShiftLabs @KristaLariviere
  • 15. London | 20–24 Feb, 2012 | #seslondon 50 Days AgoSearch plus Your World @gShiftLabs @KristaLariviere
  • 16. London | 20–24 Feb, 2012 | #seslondon Search plus Your World• Full out assault on Twitter and Facebook.• Social Network to be reckoned with.• Content published in G+ is very findable.SEO 4.0 – Your content has further reach and a longerlife than any other social network. Publish it there! @gShiftLabs @KristaLariviere
  • 17. London | 20–24 Feb, 2012 | #seslondon @gShiftLabs @KristaLariviere
  • 18. London | 20–24 Feb, 2012 | #seslondon So here’s the good news…Stop worrying about executing your SEO strategy.Stop worrying about executing your Social Mediastrategy.Focus solely on an optimized content marketingstrategy and you will win in Search and Social. @gShiftLabs @KristaLariviere
  • 19. London | 20–24 Feb, 2012 | #seslondon @gShiftLabs @KristaLariviere
  • 20. London | 20–24 Feb, 2012 | #seslondon Optimized Content Strategy (example)When What Keywords Where OutcomeQ1 1 Press Release Personalized PRWeb 30 tweets 3 Blogs kids labels, Blog site X 45 retweets 4 Videos Mabel’s Labels Blog Site Y 75 backlinks Facebook 45 views LinkedIn 55 new fans Twitter 25 likes YouTube 25 +1 G+ Measure the performance of your “Content Campaign” against your goals. Measure, Tweak, Repeat @gShiftLabs @KristaLariviere
  • 21. London | 20–24 Feb, 2012 | #seslondon @gShiftLabs @KristaLariviere
  • 22. London | 20–24 Feb, 2012 | #seslondon Four Great Reasons to Get Content Now1. Your buyers are researching… on the web… guaranteed.2. Content gives you the ability to demonstrate thought leadership.3. Levels the playing field. You could out-content a massive competitor.4. Google will never penalize you for writing fresh, relevant optimized content. @gShiftLabs @KristaLariviere
  • 23. London | 20–24 Feb, 2012 | #seslondonAn optimized Content Strategy is not only crucial tosearch, but is the new way to out-rank and out-social signal your competitors in search. @gShiftLabs @KristaLariviere
  • 24. London | 20–24 Feb, 2012 | #seslondon Thank you. @gShiftLabs @KristaLariviere