Echo and amplify yourcontent – The key tointegrated searchmarketing /Sara AnderssonBits and pieces. Article at State of Searchhttp://www.stateofsearch.com/echo-and-amplify-your-content-the-key-to-integrated-search-marketing/
The structures we workwithin now are differentand this presents newopportunities.The key to integrating search marketing (paid and organic) todayis not only defining weather it should be TV, radio or print andaligning the communication message, but also take into accountthe searchers intent and their social activities.
As a company you need to give the searchers access to fresh and responsive content in order to rank well both in the organic and paid search listings.
Search engines need to start“thinking”The closest the industry has come to a“thinking” search engine is the integration ofsocial conversations with search results. This isthe beginning of a search engine that placesthe searchers’ intent and their opinion at thecentre of the ranking criteria. +1
Google’s integration with social media and peoples’ opinions expressed in results from Twitter, Facebook, +1, Google+ or other social sources, gives the people a voice that influences your rankings.
In order to perform, youneed to have happy clientsor at least satisfied ones.No company is perfect, but you need to provide good answers for explaining amess up. Supply good business rules to search marketing and don’t overlookthe fact that the website visitors are your communication channel. Existing andpotential clients and even general visitors all want to have a say. Their opinionwill echo and amplify your content.
Listen to what your audience is searchingfor and create content based around this.In this way, you create responsive content thatmatches your potential customers needs, ratherthan pushed content from the organisationitself. Let transparency lead and produce content that is accessible and fresh so that the existing and potential clients can form their opinion and be able to echo and amplify your messaging.
@anderssonsaraSara is the founder of Search Integration Sweden AB managing both Nordic and European clients with high complexity. Assignments involve high level strategic search consultancy for Enterprise clients as well as integrated search marketing work and education programs on a Nordic and European level.