DIGITAL CAPITAL WEEKSEARCH & SOCIALKATHERINE WATIER, VP, SOCIAL MEDIA, KETCHUM PRJANET DRISCOLL MILLER, PRESIDENT AND CEO,...
TOPICS FOR TODAY! Overview of SEO & PPC Search + Social – They are combining! Facebook like button Online Reputation M...
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 wor...
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 “Soci...
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 & ...
“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 ho...
QUERY DESERVES FRESHNESS (QDF) With QDF, blog  posts and social  content can  outrank  traditional  websites when  conten...
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,  ...
EVEN FASTER QDF Launching now Designed to produce more timely results Perfect for blogs QDF on the next level http://...
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...
IMPLEMENTING REL=AUTHORStep 2: On author page, create a link to your Google+ profile.Tag the link with rel=“me”.Example: <...
IMPLEMENTING REL=AUTHORStep 3: On your Google Profile, create a link to your author page ofyour blog. Tag the link with re...
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...
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 p...
MOBILE
MOBILE SEARCH Today, nearly 40% of U.S. subscribers regularly browse the web on   their mobile phones. By 2013, Google p...
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    ...
CONSUMERS: SEEKING SEEK LOCAL INFOONLINE                                “Hot” results above come from                     ...
MORE PERSONALIZATION
ADS PERSONALIZED TO YOU         https://www.google.com/dashboard                             http://www.google.com/ads/pre...
MEASURING THE IMPACT OF SEARCH + SOCIAL
ONLINE CAMPAIGNS NEED GOALSAre the goals of your campaign: Increase impressions across the web? Increase impressions to ...
HOW DO YOU MEASURE THOSE GOALS?Behavior                                     How to Measure?Increase impressions across the...
REVIEW YOUR SOCIAL SHARING DATAAddThis:Scribd.com:      Social Sharing in Google Analytics:                  11.07.2011   ...
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...
LEARN MORE Google Webmaster Central/Tools  http://www.google.com/webmasters Bing Webmaster Tools  www.bing.com/toolbox/w...
QUESTIONS/ DISCUSSION                 11.07.2011
CONTACTKatherine WatierVP, Social MediaKetchum202-729-8355Katherine.watier@ketchum.com@kwatierJanet Driscoll MillerPreside...
REQUEST A SITE AUDITwww.search-mojo.com/dcweekaudit                 11.07.2011
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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.

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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&apos;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

    1. 1. DIGITAL CAPITAL WEEKSEARCH & SOCIALKATHERINE WATIER, VP, SOCIAL MEDIA, KETCHUM PRJANET DRISCOLL MILLER, PRESIDENT AND CEO, SEARCH MOJOMONDAY, NOVEMBER 7, 2011
    2. 2. 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
    3. 3. OVERVIEW
    4. 4. ORGANIC VS. PAID RESULTS 11.07.2011
    5. 5. 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
    6. 6. SOCIAL CIRCLE http://www.google.com/s2/search/social 11.07.2011
    7. 7. 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
    8. 8. BRAND SEARCH RESULTS& how to use Universal Search to claim the front page
    9. 9. DOMINATE BRAND RESULTS 11.07.2011
    10. 10. UNIVERSAL SEARCH 11.07.2011
    11. 11. 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
    12. 12. “SOCIALIZED” & PERSONALIZEDSEARCH RESULTSHow to get those social links
    13. 13. GOOGLE PERSONALIZED RESULTS 11.07.2011
    14. 14. BING PERSONALIZED RESULTS 11.07.2011
    15. 15. TRENDING TOPICS AND SEARCH/SOCIAL
    16. 16. 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
    17. 17. 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
    18. 18. QUERY DESERVES FRESHNESS (QDF) 11.07.2011
    19. 19. 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
    20. 20. 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
    21. 21. REL=AUTHOR Markup article to designate the author 11.07.2011
    22. 22. 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
    23. 23. 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
    24. 24. 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
    25. 25. BUTTONS AND NETWORKS
    26. 26. 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
    27. 27. FACEBOOK LIKE BUTTONS REALLY DOINCREASE TRAFFIC 11.07.2011
    28. 28. THE FUTURE OF SEARCH + SOCIAL
    29. 29. 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
    30. 30. MOBILE
    31. 31. 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
    32. 32. 4X INCREASE IN MOBILE SEARCHES 11.07.2011 32
    33. 33. INCREASE IN MOBILE AD SPENDING 11.07.2011
    34. 34. MOBILE QUERIES BY INDUSTRY 11.07.2011
    35. 35. CREATE A MOBILE LANDING PAGE Google is defaulting to showing mobile pages in mobile search. http://www.howtogomo.com 11.07.2011 35
    36. 36. CONSUMERS: SEEKING SEEK LOCAL INFOONLINE “Hot” results above come from Google Maps/Places Order a pizza 11.07.2011 3 6
    37. 37. MORE PERSONALIZATION
    38. 38. ADS PERSONALIZED TO YOU https://www.google.com/dashboard http://www.google.com/ads/preferences 11.07.2011
    39. 39. MEASURING THE IMPACT OF SEARCH + SOCIAL
    40. 40. 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
    41. 41. 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
    42. 42. REVIEW YOUR SOCIAL SHARING DATAAddThis:Scribd.com: Social Sharing in Google Analytics: 11.07.2011 42
    43. 43. MEASURING +1’S 11.07.2011
    44. 44. MEASURING +1’S 11.07.2011
    45. 45. FINAL THOUGHTS…
    46. 46. 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
    47. 47. 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
    48. 48. QUESTIONS/ DISCUSSION 11.07.2011
    49. 49. 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
    50. 50. REQUEST A SITE AUDITwww.search-mojo.com/dcweekaudit 11.07.2011

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