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Content For Customers: Search, Content, Social


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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
  • ES slide
  • 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.
  • Transcript

    • 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:
    • 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
      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:
    • 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