Integrate Social Media & Search Marketing

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Now is the time to integrate your social media and search marketing efforts. A presentation I delivered to Social Media Club Columbus on July 19, 2011.

Now is the time to integrate your social media and search marketing efforts. A presentation I delivered to Social Media Club Columbus on July 19, 2011.

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Transcript

  • 1. Sites Engaging Branding | Top Technology | Easy Manageability > Sites that perform & convert visitors to customers Holistic Web Marketing | Organic + Paid + QOV Metrics > Continually-managed, for traffic and conversion Connect | Convey | Converse With Audiences > Active dialog that creates a bond and advocacy
  • 2. The Perfect StormThe Rise of SEO & Social Media
  • 3. Search Engine Marketing Spending in North America, 2007-2013 (billions) 2008 $13.5 2009 $14.7 2010 $16.7 2011 $19.8 2012 $23.1 2013 $26.1Source: Emarketer.com, Search Engine Marketing Professional Organization (SEMPO), Marketing 2009
  • 4. 10.9 BillionSearches Per Month
  • 5. From which marketing programs are you shifting budget away and moving it to your search marketing and/or social media programs 53% 29% 22% 21% 20% 18% 16% 15% 14% 12%Source: Econsultancy Digital Marketers United, State of Search Marketing Report 2011
  • 6. When researching branded products online prior to purchase, where would you begin? Search Engine 57% Brand Site 20% Online Retailer 18% Ask Facebook 3% Ask Twitter 2%Source: Etailing/PowerReviews Social Shopping Survey 2.0, March 2010
  • 7. Most effective online marketing tactics for generating conversations according to US senior-level marketing executives, February-March 2009 SEO 53% Email & Newsletter 39% Pay-per-click/search 32% Behavioral Targeting 27% Site Sponsorship 14% Viral Marketing 12% Ad Networks 10%Forbes, 2009 Ad effectiveness Survey, June 1, 2009
  • 8. Social + SEOAn ideal marketing marriage
  • 9. Silo Marketing Is Dead
  • 10. Stop working your tactics against each other
  • 11. Use them to help each other
  • 12. The Basicsof Search
  • 13. Don’t obsess over every detail
  • 14. Instead,understand the basics...
  • 15. Keywords
  • 16. Quality content
  • 17. Backlinks
  • 18. Where to get started?
  • 19. Keywords:adwords.google.com (free) or spyfu.com (not free)
  • 20. Develop a content strategy
  • 21. Link Review:siteexplorer.search.yahoo.com
  • 22. Use SEO as your foundation
  • 23. Source: Rand Fishkin for SEO Moz
  • 24. So, where does social media come in?
  • 25. How can social media & SEO support each other?
  • 26. Fresh Content
  • 27. Quality Links
  • 28. Traffic
  • 29. Site Traffic Spikes Over 8,000 inbound links!1st Page Ranking for “blender” Social pages rank for brand search
  • 30. Source: Adam Singer – www.thefuturebuzz.com
  • 31. 3 Ways toOptimize Your Social Media
  • 32. Optimized Blogs1. Keyword Integration  Post title  Categories  Body copy  Anchor text links  URLs  Image, video and alt text  Title tags2. Post great content regularly3. Link the recent posts to your homepage4. Consider the “long tail”
  • 33. Use blogging tools like Innoblogs tohelp you and your team create searchengine friendly content
  • 34. Optimized URLs1. Secure vanity URLs on all profiles2. Link your profiles to your website3. Use keywords in your URL that you post (Lose the “http://t.co/6H47Seh” when possible) Now go Google “candleistric”
  • 35. Optimized Profiles and Updates1. Use keywords in all titles (Facebook, YouTube, LinkedIn, Flickr, etc.)2. Use keywords in “About” area across all social profiles
  • 36. 5. Data Last Thing
  • 37. Write quality content. Without it, all these tips are a waste.