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Content For Customers: Search, Content, Social
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Content For Customers: Search, Content, Social


Janet Driscoll Miller, President and; Lead Strategist of Search Mojo, and Elizabeth Shea, President & CEO of SpeakerBox Communications, discuss how to leverage Search, Content, and Social Media …

Janet Driscoll Miller, President and; Lead Strategist of Search Mojo, and Elizabeth Shea, President & CEO of SpeakerBox Communications, discuss how to leverage Search, Content, and Social Media resources to help your company gain higher rankings, increase traffic, and get more leads!

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  • ES to run
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  • Janet
  • When asked to speak to this group, your organizers suggested I discuss how much things have changed, how far we’ve come – not just in PR and communications, but as a society. That’s somewhat of a tall order, since when I was asked three months ago to participate I had no idea how relevant things would be on this very day. That’s how fast things are changing. My hope today is to do two things: Expand your awareness of what’s happening in the communications field and how it reflects the changing landscape of businessProvide some direction as to where to possibly start. The good news is that there really aren’t many rules in this new world order, The bad news is that there really aren’t many rules in this new world order!
  • Bottom line: this is not a fad, everyone, the most important thing to take away is that this is not a discussion about Facebook or Linked In, or MySpace or Twitter – I will briefly touch on those particular tools, but THEY are not the issue. Human nature has progressed to a point of transparency, collaboration, social networking, regardless of what platform of logo’d product they use. Don’t lose sight of this, it’s not going away.


  • 1. Content For Customers:
    Search, Content, Social
    Janet Driscoll MillerPresident & CEOSearch MojoElizabeth SheaPresident & CEOSpeakerBox Communications
  • 2. Start With Some Math…
    + Content
    + Social Media
    = Leads
    * According to HubSpot, 2009, Inbound Marketing Software Provider
  • 3. Content Strategy
    Start with the keywords! Identify, rank, execute against. Identify where your customers live online. Put a search plan in place.
    Take content inventory: Where are the gaps? Create, revise, disseminate, track.
    Leverage social media tools to optimize search, drive leads back to site, landing pages.
  • 4. Content For Customers:
    Search, Content, Social
    Optimizing Your Search
  • 5. Why is Content So Important to Search Engines?
    How does the engine know WHAT your website is about if it cannot READ it on the site?
    Site content should contain keywords/phrases relevant to your messaging and offerings
    IMPORTANT: Search terms and brand terms are not ALWAYS equal
    Example: “certified used vehicles” vs. “used cars”
    “used cars” searched 600% more
    Incorporate non-attractive keywords by spinning them in content
    Example: “Our certified used vehicles are better than regular used cars – each vehicle has passed a 20-point safety inspection.”
    If you don’t want to use a keyword on your website, maybe you shouldn’t be optimizing for it!
  • 6. Keys to High Search Engine Rankings
    Select good keywords
    Not too broad (“software”), not too specific (“virtualization software for the public sector”)
    Site content edits
    Include the keywords in the text of the website
    Keyword Density: percentage of times that a keyword appears in page text
    Site structure
    Certain technologies can “block” search engine bots
    Inbound links
    Serves as a measure of site “popularity” on a subject
    Ongoing monitoring
  • 7. Keywords: The Foundation of SEO
    How often keyword appears in page content is important in algorithm and ranking
    Keywords should be targeted to specific offering/content
    Keyword tool: https://adwords.google.com/select/KeywordToolExternal
  • 8. How Important Are“Inbound” Links?
    The most important ranking factor for Google
    Good content can create viral, inbound links
  • 9. Which Links Are Most Valuable?
    Which links are most valuable?
    Check PageRank
    PageRank is a measurement of inbound links to that page/site.
    Does the link contain your keyword in the anchor text?
    Bottom line: Treat links like PR efforts.
    If you’d want press there, you’d want a link from there too!
  • 10. Optimizing Website Pages
    Keyword should appear in:
    Title tag
    Meta keyword, Meta description
    Bold text
    Link text
    Overall content of the page
    Keyword Density
    Percentage of times a keyword appears in the total page content
    Ask for links to your website from partners, etc.
  • 11. Optimizing Blogs
    Host the blog on your domain
    Example: blog.search-mojo.com
    NOT: search-mojo.wordpress.com
    Use SEO pluginsto optimize title tags, etc.
    Wordpress: All in One SEO Pack
    Promote blog content to get viral inbound links
    Register blog with blog directories (i.e. Technorati)
  • 12. Articles
    If you own the copyright:
    Post articles on your website or blog
    Post to article distribution sites
    Creates inbound links from those that republish your article
    Further establishes your subject matter expertise across the web
  • 13. Whitepapers
    Submit to whitepaper submission sites
    For maximum SEO benefit, focus on sites that link to the paper on YOUR website
  • 14. Images
    Especially important if images really showcase your offering
    Example: National Geographic
    Name the image file with the keyword as the filename. For multiple keyword phrases, separate terms with a dash (-) or an underscore (_). Example: <imgsrc=”/images/keyword.jpg”>
    Ensure that the alt text of the image tag contains the target keyword. Also consider incorporating a title tag on the image tag.Example: <imgsrc=”/images/bear.jpg” alt=”A bear eats a fish.” title=”A bear eats a fish.”>
    Incorporate the keyword into the page content where the image resides.
    If the image has an enlargement version, ensure that the link to the enlarged version contains the keyword in the anchor text.
    Ensure that the surrounding text on the page uses the keyword for that image.
    Append your keyword with the word “picture” or “pictures”.
  • 15. Videos
    Include the word “video” in your keyword when possible. Many people searching specifically for video will use this term with their search phrase.Example: Polar Bear Video
    Name the video file with the keyword as the filename. For multiple keyword phrases, separate terms with a dash (-) or an underscore (_). Example: <imgsrc=”/videos/keyword.jpg”>
    If Flash is used as a player model, be sure to also embed the video in the non-Flash page version, contained in the <noscript> tag.
    Include the keyword in any video meta data when possible, such as titles, descriptions and keyword tags.
    Include the keyword in the anchor text for links to the video. Example: <a href=”/videos/polar_bear_video.mpg”>keyword</a>
    Try to include the keyword as much as possible in the page linking to that video, using standard SEO techniques.
    Incorporate your video into a video sitemap or an mRSS feed. Information on how to build one can be found at: http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=80472
  • 16. Webinars/Podcasts
    Promote events through various event sites
    Provide a registration page ON your website
    Archive, archive, archive!
    Creates viral inbound links to content
    Register archived content links with webcast and podcast directories
  • 17. Press Releases
    Distribute press releases online
    Example: PRWeb
    Make sure that you use SEO keywords as the anchor text on your press release links
  • 18. Content For Customers:
    Search, Content, Social
    Content Strategy
  • 19.
  • 20. Content strategy plans for the creation, publication, and governance of useful, usable content.
    - Kristina Halvorson, President, Brain Traffic and ©A List Magazine
  • 21. What Qualifies as Content?
    Search-optimized press releases
    Blog comments
    Twitter feeds
    Photos/Videos (with keyword tags)
    Blog Posts
    Articles in publications/blogs
    Product Reviews
    Social conversations
  • 22. Marketing Strategies
    (e)Mail Call-to-action
    Collateral Leavebehind
    Direct Mail
    Press release pickups
    Article Syndication
    Editorial coverage
    Link from Twitter
    Viral Campaigns
  • 23. Content For Customers:
    Search, Content, Social
    Social Media
  • 24.
  • 25. Social Media
    Social media impacts SEO and other marketing efforts
    If you’re not on Twitter, you should be!
    Twitter links affect SEO rankings
    Get a Twitter ID for company
    Tweet news, events, blog posts, etc.
    Use links back to your own website to help SEO
    Facebook and LinkedIn also helpful for marketing, but have less impact on SEO
  • 26. So Yesterday vs. So Right Now
    Faxed press releases
    Website optional
    Golden reporter rolodex
    Wall Street Journal article
    Printed “clip” books
    Embargoed “exclusives”
    Press kits
    Viral videos
    SEO or No-Go
    Followers with authority
    Huffington Post shoutout
    Google analytics
    Breaking stories on Twitter
  • 27. For companies, resistance to social media is futile. Millions of people are creating content for the social web. Your competitors are already there. Your customers have been there for a long time. If your business isn’t putting itself out there, it ought to be.
    - B.L. Ochman, BusinessWeek, February 2009
  • 28. Twitter Stats
    4.3M unique visitors in August 2008 (comScore)
    54.7 Unique visitors in August 2009 (comScore)
    Average age: 31(Pew Internet & American Life Project)
    Fastest Growing Twitter Age Group: 35-54
    BTW: “Teens Don’t Tweet” (Mashable)
  • 29. Twitter Stats by Gender and Age
  • 30. Twitter In Social
  • 31. It’s All About Being SOCIAL
  • 32. Contact Us
    Janet Driscoll Miller
    President and CEO
    Search Mojo
    Twitter: @janetdmiller
    800-939-5938 x101
    Elizabeth Shea
    President and CEO
    Twitter: @eliz2shea