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Integrate Social Media & Search Marketing
 

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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    Integrate Social Media & Search Marketing Integrate Social Media & Search Marketing Presentation Transcript

    • 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
    • The Perfect StormThe Rise of SEO & Social Media
    • 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
    • 10.9 BillionSearches Per Month
    • 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
    • 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
    • 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
    • Social + SEOAn ideal marketing marriage
    • Silo Marketing Is Dead
    • Stop working your tactics against each other
    • Use them to help each other
    • The Basicsof Search
    • Don’t obsess over every detail
    • Instead,understand the basics...
    • Keywords
    • Quality content
    • Backlinks
    • Where to get started?
    • Keywords:adwords.google.com (free) or spyfu.com (not free)
    • Develop a content strategy
    • Link Review:siteexplorer.search.yahoo.com
    • Use SEO as your foundation
    • Source: Rand Fishkin for SEO Moz
    • So, where does social media come in?
    • How can social media & SEO support each other?
    • Fresh Content
    • Quality Links
    • Traffic
    • Site Traffic Spikes Over 8,000 inbound links!1st Page Ranking for “blender” Social pages rank for brand search
    • Source: Adam Singer – www.thefuturebuzz.com
    • 3 Ways toOptimize Your Social Media
    • 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”
    • Use blogging tools like Innoblogs tohelp you and your team create searchengine friendly content
    • 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”
    • Optimized Profiles and Updates1. Use keywords in all titles (Facebook, YouTube, LinkedIn, Flickr, etc.)2. Use keywords in “About” area across all social profiles
    • 5. Data Last Thing
    • Write quality content. Without it, all these tips are a waste.