Branding, Social Media, and Search Engine Optimization<br />Mark McLarenMcBuzz Communicationswww.mcbuzz.com@mcbuzz<br />
What Makes a Strong Brand?<br />Identity<br />
What Makes a Strong Brand?<br />Identity<br />Image<br />
What Makes a Strong Brand?<br />Identity<br />Image<br />Design<br />
What Makes a Strong Brand?<br />Identity<br />Image<br />Design<br />Recognition<br />
What Makes a Strong Brand?<br />Identity<br />Image<br />Design<br />Recognition<br />Reputation<br />
What Makes a Strong Brand?<br />Identity<br />Image<br />Design<br />Recognition<br />Reputation<br />Equity<br />
Fundamental to a Strong Brand<br />Consistency<br />
Where is Your Brand?<br />Where do people interact with your brand?<br />
Online Presence<br />Where do businesses need to be online?<br />
Online Presence<br />Twitter<br />Facebook<br />YouTube<br />LinkedIn<br />SlideShare<br />Flickr<br />Delicious<br />Webs...
WordPress.com?
Subdomain/Subdirectory?</li></ul>Specialized Sites & Directories<br />
Online Presence<br />Directories<br />dmoz<br />Google (from dmoz)<br />Yahoo! Directory<br />YellowPages.com<br />WhitePa...
Online Presence<br />More Opportunities<br />Industry Organization and Association Sites<br />Chambers of Commerce Sites<b...
Online Presence<br />Local Business Listings<br />Google Local Business Center<br />Yahoo! Local Listings<br />MSN / Live ...
Online Presence<br />Event Sites<br />Eventbrite<br />Upcoming<br />Local Event Listing Sites<br />Neighborhood Blogs<br />
Online Presence<br />Wild Cards<br />Wikipedia (nice if you can get it)<br />Digg<br />Reddit<br />StubleUpon<br />FriendF...
Online Presence<br />Creativity & Freshnessvs.<br />Industrial-strength Branding & Consistency<br />
Social Media Marketing<br />Cluetrain Manifesto<br />Mass production, mass media<br />Broadcast message vs. conversation<b...
Social Media Marketing 101<br />Pick a channel(Your customers’ favorite, and yours)<br />Do something creative<br />Get go...
Social Media Marketing 101<br />Networking sites are for fun, not businessTrue?<br />Blogs<br />Websites<br />
Social Media Marketing 101<br />Facebook App vs. Facebook Fan Page<br />
Social Media Marketing 101<br />Pages, profiles, participation<br />
Social Media Marketing 101<br />Pages, profiles, participation<br />Be present<br />
Social Media Marketing 101<br />Pages, profiles, participation<br />Be present<br />Be consistent<br />
Pages, profiles, participation<br />Be present<br />Be consistent<br />Offer something people want (more than a carrot)<br...
Pages, profiles, participation<br />Be present<br />Be consistent<br />Offer something people want (more than a carrot)<br...
Tools - Listening? Monitoring?http://wiki.kenburbary.com<br />Social Media Marketing 101<br />
Tools - Listening? Monitoring?http://wiki.kenburbary.com<br />Integrationhttp://www.tweetdeck.com<br />Social Media Market...
Tools - Listening? Monitoring?http://wiki.kenburbary.com<br />Integrationhttp://www.tweetdeck.com<br />Real-time analytics...
Tools - Listening? Monitoring?http://wiki.kenburbary.com<br />Integrationhttp://www.tweetdeck.com<br />Real-time analytics...
Social Media Marketing 101<br />
Social Media Marketing 101<br />
Search Engine Optimization<br />Good SEO is about:<br />Branding<br />
Search Engine Optimization<br />Good SEO is about:<br />Branding<br />Consistency<br />
Search Engine Optimization<br />Good SEO is about:<br />Branding<br />Consistency<br />Research<br />
Search Engine Optimization<br />Good SEO is about:<br />Branding<br />Consistency<br />Research<br />Analysis<br />
Search Engine Optimization<br />Good SEO is about:<br />Branding<br />Consistency<br />Research<br />Analysis<br />It’s no...
Search Engine Ranking Factors<br />Top Five<br />
Search Engine Ranking Factors<br />Top Five<br />1. Anchor Text from Inbound Links<br />Anchor text looks like this<br /> ...
Search Engine Ranking Factors<br />Top Five<br />1. Anchor Text from Inbound Links<br />2. Quantity and Quality of Inbound...
Search Engine Ranking Factors<br />Top Five<br />1. Anchor Text from Inbound Links<br />2. Quantity and Quality of Inbound...
Search Engine Ranking Factors<br />Top Five<br />1. Anchor Text from Inbound Links<br />2. Quantity and Quality of Inbound...
Search Engine Ranking Factors<br />Top Five<br />1. Anchor Text from Inbound Links<br />2. Quantity and Quality of Inbound...
Search Engine Ranking Factors<br />Site Content<br />Keyword strategy / keyword theme<br />No duplicate content<br />Visib...
Search Engine Ranking Factors<br />Additional Factors<br />Age of domain<br />Site structure and internal links<br />Clean...
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Branding, Social Media And Search Engine Optimization

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Branding, Social Media and SEO. This presentation talks about their importance for business and how they work together in marketing communications. What makes a strong brand? Where do businesses need to be online? Website, Blog, Twitter, Facebook, YouTube, LinkedIn, SlideShare, Flickr, Delicious: these are a few of the most notable and important online channels.We cover other places you should be, like business directories and industry and association listings.

Social Media Marketing. We talk about a seminal work known as the Cluetrain Manifesto: "Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed." Social Media Marketing 101: broadcasting vs. conversation. Social media analytics and management - do they really exist?

Search Engine Optimization. What is SEO? Branding, consistency, research, analysis. What are the most important Search Engine Ranking Factors? We list the Top 5 from SEOmoz.org - the essentials - almost all about inbound links. Plus other important ranking factors.

Social media is a great way to create new inbound links. It's an increasingly important part of any good search engine optimization strategy.

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Branding, Social Media And Search Engine Optimization

  1. 1. Branding, Social Media, and Search Engine Optimization<br />Mark McLarenMcBuzz Communicationswww.mcbuzz.com@mcbuzz<br />
  2. 2. What Makes a Strong Brand?<br />Identity<br />
  3. 3. What Makes a Strong Brand?<br />Identity<br />Image<br />
  4. 4. What Makes a Strong Brand?<br />Identity<br />Image<br />Design<br />
  5. 5. What Makes a Strong Brand?<br />Identity<br />Image<br />Design<br />Recognition<br />
  6. 6. What Makes a Strong Brand?<br />Identity<br />Image<br />Design<br />Recognition<br />Reputation<br />
  7. 7. What Makes a Strong Brand?<br />Identity<br />Image<br />Design<br />Recognition<br />Reputation<br />Equity<br />
  8. 8. Fundamental to a Strong Brand<br />Consistency<br />
  9. 9. Where is Your Brand?<br />Where do people interact with your brand?<br />
  10. 10. Online Presence<br />Where do businesses need to be online?<br />
  11. 11. Online Presence<br />Twitter<br />Facebook<br />YouTube<br />LinkedIn<br />SlideShare<br />Flickr<br />Delicious<br />Website<br />Blog<br /><ul><li>Blogger?
  12. 12. WordPress.com?
  13. 13. Subdomain/Subdirectory?</li></ul>Specialized Sites & Directories<br />
  14. 14. Online Presence<br />Directories<br />dmoz<br />Google (from dmoz)<br />Yahoo! Directory<br />YellowPages.com<br />WhitePages.com … and others<br />
  15. 15. Online Presence<br />More Opportunities<br />Industry Organization and Association Sites<br />Chambers of Commerce Sites<br />Government Sites<br />Education Sites<br />
  16. 16. Online Presence<br />Local Business Listings<br />Google Local Business Center<br />Yahoo! Local Listings<br />MSN / Live / Bing Local Listing Center<br />Rating Sites<br />Yelp<br />Avvo<br />
  17. 17. Online Presence<br />Event Sites<br />Eventbrite<br />Upcoming<br />Local Event Listing Sites<br />Neighborhood Blogs<br />
  18. 18. Online Presence<br />Wild Cards<br />Wikipedia (nice if you can get it)<br />Digg<br />Reddit<br />StubleUpon<br />FriendFeed<br />Google Account Profile<br />
  19. 19. Online Presence<br />Creativity & Freshnessvs.<br />Industrial-strength Branding & Consistency<br />
  20. 20. Social Media Marketing<br />Cluetrain Manifesto<br />Mass production, mass media<br />Broadcast message vs. conversation<br />
  21. 21. Social Media Marketing 101<br />Pick a channel(Your customers’ favorite, and yours)<br />Do something creative<br />Get good at it<br />
  22. 22. Social Media Marketing 101<br />Networking sites are for fun, not businessTrue?<br />Blogs<br />Websites<br />
  23. 23. Social Media Marketing 101<br />Facebook App vs. Facebook Fan Page<br />
  24. 24. Social Media Marketing 101<br />Pages, profiles, participation<br />
  25. 25. Social Media Marketing 101<br />Pages, profiles, participation<br />Be present<br />
  26. 26. Social Media Marketing 101<br />Pages, profiles, participation<br />Be present<br />Be consistent<br />
  27. 27. Pages, profiles, participation<br />Be present<br />Be consistent<br />Offer something people want (more than a carrot)<br />Social Media Marketing 101<br />
  28. 28. Pages, profiles, participation<br />Be present<br />Be consistent<br />Offer something people want (more than a carrot)<br />Make it easy to share<br />Social Media Marketing 101<br />
  29. 29. Tools - Listening? Monitoring?http://wiki.kenburbary.com<br />Social Media Marketing 101<br />
  30. 30. Tools - Listening? Monitoring?http://wiki.kenburbary.com<br />Integrationhttp://www.tweetdeck.com<br />Social Media Marketing 101<br />
  31. 31. Tools - Listening? Monitoring?http://wiki.kenburbary.com<br />Integrationhttp://www.tweetdeck.com<br />Real-time analytics, real-time searchhttp://optify.net<br />Social Media Marketing 101<br />
  32. 32. Tools - Listening? Monitoring?http://wiki.kenburbary.com<br />Integrationhttp://www.tweetdeck.com<br />Real-time analytics, real-time searchhttp://optify.net<br />Analytics Tools – The ROI has no clothes?<br />Social Media Marketing 101<br />
  33. 33. Social Media Marketing 101<br />
  34. 34. Social Media Marketing 101<br />
  35. 35. Search Engine Optimization<br />Good SEO is about:<br />Branding<br />
  36. 36. Search Engine Optimization<br />Good SEO is about:<br />Branding<br />Consistency<br />
  37. 37. Search Engine Optimization<br />Good SEO is about:<br />Branding<br />Consistency<br />Research<br />
  38. 38. Search Engine Optimization<br />Good SEO is about:<br />Branding<br />Consistency<br />Research<br />Analysis<br />
  39. 39. Search Engine Optimization<br />Good SEO is about:<br />Branding<br />Consistency<br />Research<br />Analysis<br />It’s not a mystery.<br />
  40. 40. Search Engine Ranking Factors<br />Top Five<br />
  41. 41. Search Engine Ranking Factors<br />Top Five<br />1. Anchor Text from Inbound Links<br />Anchor text looks like this<br /> …more info click here.<br />The HTML looks like this:<br />…more info <a href=“example.html”>click here</a>.<br />
  42. 42. Search Engine Ranking Factors<br />Top Five<br />1. Anchor Text from Inbound Links<br />2. Quantity and Quality of Inbound Links<br />
  43. 43. Search Engine Ranking Factors<br />Top Five<br />1. Anchor Text from Inbound Links<br />2. Quantity and Quality of Inbound Links<br />3. Diversity of Sources of Inbound Links<br />
  44. 44. Search Engine Ranking Factors<br />Top Five<br />1. Anchor Text from Inbound Links<br />2. Quantity and Quality of Inbound Links<br />3. Diversity of Sources of Inbound Links<br />4. Keywords in the Page Title<br />The page title<br />
  45. 45. Search Engine Ranking Factors<br />Top Five<br />1. Anchor Text from Inbound Links<br />2. Quantity and Quality of Inbound Links<br />3. Diversity of Sources of Inbound Links<br />4. Keywords in the Page Title<br />5. Trustworthiness of the Domain Based on Inbound Links<br />
  46. 46. Search Engine Ranking Factors<br />Site Content<br />Keyword strategy / keyword theme<br />No duplicate content<br />Visible factors – text, h1, bullets, em, alt, title<br />Meta factors<br />Freshness<br />
  47. 47. Search Engine Ranking Factors<br />Additional Factors<br />Age of domain<br />Site structure and internal links<br />Clean HTML<br />No broken links<br />Keywords in domain<br />Keywords in URL<br />Server downtime<br />Page load time<br />Directory listings<br />
  48. 48. Search Engine Optimization<br />Tools<br />Google Analytics<br />Google Webmaster Tools<br />Webtrends<br />Omniture<br />SEOmoz<br />Hubspot<br />Optify<br />Digital Point<br />Desirable: Real-Time & Social Media Integration<br />
  49. 49. Branding, Social Media, and Search Engine Optimization<br />Mark McLarenMcBuzz Communicationswww.mcbuzz.com@mcbuzz<br />Thank you!<br />
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