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DC Capital Week: Search and Social

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Janet Driscoll Miller and Katherine Watier, VP of Social at Ketchum Public Relations, cover the integration of SEO and social.

Janet Driscoll Miller and Katherine Watier, VP of Social at Ketchum Public Relations, cover the integration of SEO and social.

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  • KatherineSeparate teams at GooglePaid does not impact organic listingsOrganic search viewed 100% of the time for 10-15 secOnly 28% see paid search ads, spend 1 sec viewing ads, .5-2% CTR on any one paid ad
  • Janet
  • Katherine
  • Katherine
  • Katherine – impact of adding Facebook Like button
  • KatherineLet's start by talking about users and local. We know that users are looking for information online. In fact, 82% of US Internet users go to search engines first when looking for local information.Now, think about some of the searches you do. A number of them probably have what’s called “local intent.” Let’s say I’m looking for a mechanic. That’s not a local search in and of itself, but when I search for “mechanic,” I’m probably looking for something close to where I am.
  • Katherine

DC Capital Week: Search and Social DC Capital Week: Search and Social Presentation Transcript

  • DIGITAL CAPITAL WEEKSEARCH & SOCIALKATHERINE WATIER, VP, SOCIAL MEDIA, KETCHUM PRJANET DRISCOLL MILLER, PRESIDENT AND CEO, SEARCH MOJOMONDAY, NOVEMBER 7, 2011
  • TOPICS FOR TODAY! Overview of SEO & PPC Search + Social – They are combining! Facebook like button Online Reputation Management Rel = Author Mobile Search Analytics of this stuff Future of Search & Social Key takeaway – What should I do today? 11.07.2011
  • OVERVIEW
  • ORGANIC VS. PAID RESULTS 11.07.2011
  • THE 4 STEP PROGRAM FOR SEO 1. Choose the keyword phrases your audience uses 2. Label site content to match those words 3. Gain inbound links (like votes)  Other people link to your content from blogs, social media profiles, other websites  Each piece of online content needs its own links 4. Socialize!  Social media tactics for inbound links and brand search domination 11.07.20115
  • SOCIAL CIRCLE http://www.google.com/s2/search/social 11.07.2011
  • TOP 3 AFFECTS OF SEARCH/SOCIALINTEGRATION Brand search results  Universal search and strategy to claim your page “Socialized” and personalized search results  Strategies to get the social “links” that really matter Trending Topics search results  How to coordinate outreach efforts to ride the Google trends 11.07.2011
  • BRAND SEARCH RESULTS& how to use Universal Search to claim the front page
  • DOMINATE BRAND RESULTS 11.07.2011
  • UNIVERSAL SEARCH 11.07.2011
  • STRATEGY TO CLAIM THE FIRST PAGE Your website Wikipedia Social Media profiles & updates News Video Books Q & A sites Images Event listings Shopping 11.07.2011
  • “SOCIALIZED” & PERSONALIZEDSEARCH RESULTSHow to get those social links
  • GOOGLE PERSONALIZED RESULTS 11.07.2011
  • BING PERSONALIZED RESULTS 11.07.2011
  • TRENDING TOPICS AND SEARCH/SOCIAL
  • QUERY DESERVES FRESHNESS (QDF) Around since 2007 Unique to Google Part of the algorithm Determines which topics are hot  Examines news, blog stories, social content  Examines queries in Google NYTimes article: http://www.nytimes.com/2007/06/03/business/yourmoney/03google.h tm?_r=1 11.07.2011
  • QUERY DESERVES FRESHNESS (QDF) With QDF, blog posts and social content can outrank traditional websites when content is fresh regarding “hot” topics 11.07.2011
  • QUERY DESERVES FRESHNESS (QDF) 11.07.2011
  • COORDINATING SEARCH & SOCIAL We knew the anniversary of Yuri Gagarin’s first flight into space was around the corner, and we wrote a blog post1 and uploaded a Scribd document2. On the anniversary date, Google created a custom logo. The Russian Space Program Scribd doc had 11,416 total reads!1 90 pageviews to the blog post2 3,158 reads in one month 11.07.2011
  • EVEN FASTER QDF Launching now Designed to produce more timely results Perfect for blogs QDF on the next level http://insidesearch.blogspot.com/2011/11/giving-you-fresher-more- recent-search.html 11.07.2011
  • REL=AUTHOR Markup article to designate the author 11.07.2011
  • IMPLEMENTING REL=AUTHORStep 1: From author name on blog post, link to author page of blog.Add rel=“author” to link.Example: <a href="http://blog.search-mojo.com/author/jmiller/"title="Posts by Janet Driscoll Miller" rel="author"> 11.07.2011
  • IMPLEMENTING REL=AUTHORStep 2: On author page, create a link to your Google+ profile.Tag the link with rel=“me”.Example: <a rel="me"href="https://plus.google.com/102693940581942420283">Google+</a> 11.07.2011
  • IMPLEMENTING REL=AUTHORStep 3: On your Google Profile, create a link to your author page ofyour blog. Tag the link with rel=“me” by checking “This page isspecifically about me.”. 11.07.2011
  • BUTTONS AND NETWORKS
  • GOOGLE+ AND +1+1 Button +1 is Google’s version of Facebook’s “like” button Will be used soon (some believe already) as a factor in organic rankings  Will likely also be integrated into ad quality score in the future Measure +1s in Google Webmaster Tools http://www.google.com/webmasters/+1/button/Google+ Google’s new social network Look to it to replace most of the social circle we just reviewed 11.07.2011
  • FACEBOOK LIKE BUTTONS REALLY DOINCREASE TRAFFIC 11.07.2011
  • THE FUTURE OF SEARCH + SOCIAL
  • FUTURE OF SEARCH & SOCIAL Hyper-personalized Metrics and connections are going to matter You need to be authentic and product quality content that is 100% targeted to your audience You need to engage to be found Mobile will be the new desktop – are you ready? 11.07.2011
  • MOBILE
  • MOBILE SEARCH Today, nearly 40% of U.S. subscribers regularly browse the web on their mobile phones. By 2013, Google predicts mobile web traffic will surpass PC web traffic. Results: Your mobile website will attract more daily visitors and generate more sales than your desktop site. 11.07.2011
  • 4X INCREASE IN MOBILE SEARCHES 11.07.2011 32
  • INCREASE IN MOBILE AD SPENDING 11.07.2011
  • MOBILE QUERIES BY INDUSTRY 11.07.2011
  • CREATE A MOBILE LANDING PAGE Google is defaulting to showing mobile pages in mobile search. http://www.howtogomo.com 11.07.2011 35
  • CONSUMERS: SEEKING SEEK LOCAL INFOONLINE “Hot” results above come from Google Maps/Places Order a pizza 11.07.2011 3 6
  • MORE PERSONALIZATION
  • ADS PERSONALIZED TO YOU https://www.google.com/dashboard http://www.google.com/ads/preferences 11.07.2011
  • MEASURING THE IMPACT OF SEARCH + SOCIAL
  • ONLINE CAMPAIGNS NEED GOALSAre the goals of your campaign: Increase impressions across the web? Increase impressions to particular sites/properties? Generate actions on a website or social media property? Change the online discussion? Change online behavior? 11.07.2011
  • HOW DO YOU MEASURE THOSE GOALS?Behavior How to Measure?Increase impressions across the Tracking search rankings over timeweb? for client’s assets (SEOMoz)Increase impressions to particular # of impressions – measured insites/properties? Google Analytics or social media profileGenerate actions on a website or Goals in Google Analytics, socialsocial media property? media actions (Google Analytics campaign tagging)Change the online discussion? Social media monitoringChange in online behavior? Google search trends/ change in keyword usage 11.07.2011
  • REVIEW YOUR SOCIAL SHARING DATAAddThis:Scribd.com: Social Sharing in Google Analytics: 11.07.2011 42
  • MEASURING +1’S 11.07.2011
  • MEASURING +1’S 11.07.2011
  • FINAL THOUGHTS…
  • KEY TAKEAWAYS Get your social profiles! (especially Scribd) If you don’t have a blog, GET ONE. Expand your social reach and network Put a Facebook Like button (and Google +1 button) on your pages Set up a free mobile landing page If possible, implement schema.org (especially if you’re planning a redesign) Sign up for Google Maps 11.07.2011
  • LEARN MORE Google Webmaster Central/Tools http://www.google.com/webmasters Bing Webmaster Tools www.bing.com/toolbox/webmaster Google’s Analytics “Guru” http://www.kaushik.net/avinash/ 11.07.2011
  • QUESTIONS/ DISCUSSION 11.07.2011
  • CONTACTKatherine WatierVP, Social MediaKetchum202-729-8355Katherine.watier@ketchum.com@kwatierJanet Driscoll MillerPresident and CEOSearch Mojojmiller@search-mojo.com434.975.6656 x101@janetdmiller 11.07.2011
  • REQUEST A SITE AUDITwww.search-mojo.com/dcweekaudit 11.07.2011