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Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
Search+Social Integrated Webinar
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Search+Social Integrated Webinar

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View the full recorded webinar at http://bit.ly/13zEqU1. …

View the full recorded webinar at http://bit.ly/13zEqU1.

The Power of the Individual Social Profile in Search Social media is now a part of our everyday lives. We use it to talk to our friends, family and even our favorite brands. But, have you stopped to think about how the widespread adoption of it is changing search and online marketing in general? Search results are now becoming more personalized to you, and your social media habits have a lot to do with it. Knowing that and learning how to apply to your own online marketing effort is the wave of the future in search and social.

During this webinar, experts from Ketchum PR and Search Mojo will outline how to create a social media strategy that includes SEO, thus creating an even more effective online marketing strategy. In addition, our experts will provide insights on where they think search will be in the future.

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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
  • Transcript

    • 1. SEARCH & SOCIALINTEGRATEDJANET DRISCOLL MILLER, PRESIDENT AND CEO, SEARCH MOJOKATHERINE WATIER, VP, SOCIAL MEDIA, KETCHUM PRTHURSDAY, DECEMBER 1, 2011 @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
    • 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? @searchmojo #mojowebinar SEARCH-MOJO.COM
    • 3. OVERVIEW @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
    • 4. ORGANIC VS. PAID RESULTS@searchmojo #mojowebinar SEARCH-MOJO.COM
    • 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 @searchmojo #mojowebinar SEARCH-MOJO.COM5
    • 6. SOCIAL CIRCLE http://www.google.com/s2/search/social@searchmojo #mojowebinar SEARCH-MOJO.COM
    • 7. TOP 3 AFFECTS OF SEARCH/SOCIAL INTEGRATION • 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@searchmojo #mojowebinar SEARCH-MOJO.COM
    • 8. BRAND SEARCH RESULTSHow to use Universal Search toclaim the front page @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
    • 9. DOMINATE BRAND RESULTS@searchmojo #mojowebinar SEARCH-MOJO.COM
    • 10. UNIVERSAL SEARCH@searchmojo #mojowebinar SEARCH-MOJO.COM
    • 11. STRATEGY TO CLAIM THE FIRST PAGE • Your website • Wikipedia • Social Media profiles & updates • News • Video • Books • Q & A sites • Images • Event listings • Shopping@searchmojo #mojowebinar SEARCH-MOJO.COM
    • 12. “SOCIALIZED” &PERSONALIZEDSEARCH RESULTSHOW TO GET THOSE SOCIAL LINKS @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
    • 13. GOOGLE PERSONALIZED RESULTS@searchmojo #mojowebinar SEARCH-MOJO.COM
    • 14. BING PERSONALIZED RESULTS@searchmojo #mojowebinar SEARCH-MOJO.COM
    • 15. TRENDING TOPICS ANDSEARCH/SOCIAL @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
    • 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/b usiness/yourmoney/03google.htm?_r=1@searchmojo #mojowebinar SEARCH-MOJO.COM
    • 17. QUERY DESERVES FRESHNESS (QDF) • With QDF, blog posts and social content can outrank traditional websites when content is fresh regarding “hot” topics@searchmojo #mojowebinar SEARCH-MOJO.COM
    • 18. QUERY DESERVES FRESHNESS (QDF)@searchmojo #mojowebinar SEARCH-MOJO.COM
    • 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 @searchmojo #mojowebinar SEARCH-MOJO.COM
    • 20. EVEN FASTER QDF • Launching now • Designed to produce more timely results • Perfect for blogs • QDF on the next level • http://insidesearch.blogspot.com/2011/1 1/giving-you-fresher-more-recent- search.html@searchmojo #mojowebinar SEARCH-MOJO.COM
    • 21. REL=AUTHOR • Markup article to designate the author@searchmojo #mojowebinar SEARCH-MOJO.COM
    • 22. IMPLEMENTING REL=AUTHOR Step 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">@searchmojo #mojowebinar SEARCH-MOJO.COM
    • 23. IMPLEMENTING REL=AUTHOR Step 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>@searchmojo #mojowebinar SEARCH-MOJO.COM
    • 24. IMPLEMENTING REL=AUTHOR Step 3: On your Google Profile, create a link to your author page of your blog. Tag the link with rel=“me” by checking “This page is specifically about me.”.@searchmojo #mojowebinar SEARCH-MOJO.COM
    • 25. BUTTONS ANDNETWORKS @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
    • 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@searchmojo #mojowebinar SEARCH-MOJO.COM
    • 27. FACEBOOK LIKE BUTTONS REALLY DO INCREASE TRAFFIC@searchmojo #mojowebinar SEARCH-MOJO.COM
    • 28. THE FUTURE OF SEARCH+ SOCIAL @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
    • 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?@searchmojo #mojowebinar SEARCH-MOJO.COM
    • 30. MOBILE @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
    • 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.@searchmojo #mojowebinar SEARCH-MOJO.COM
    • 32. 4X INCREASE IN MOBILE SEARCHES@searchmojo #mojowebinar SEARCH-MOJO.COM 32
    • 33. INCREASE IN MOBILE AD SPENDING@searchmojo #mojowebinar SEARCH-MOJO.COM
    • 34. MOBILE QUERIES BY INDUSTRY@searchmojo #mojowebinar SEARCH-MOJO.COM
    • 35. CREATE A MOBILE LANDING PAGE • Google is defaulting to showing mobile pages in mobile search. • http://www.howtogomo.com@searchmojo #mojowebinar SEARCH-MOJO.COM 35
    • 36. CONSUMERS: SEEKING SEEK LOCAL INFO ONLINE “Hot” results above come from Google Maps/Places Order a pizza@searchmojo #mojowebinar SEARCH-MOJO.COM 3 6
    • 37. MORE PERSONALIZATION @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
    • 38. ADS PERSONALIZED TO YOU https://www.google.com/dashboard http://www.google.com/ads/preferences@searchmojo #mojowebinar SEARCH-MOJO.COM
    • 39. MEASURING THE IMPACTOF SEARCH + SOCIAL @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
    • 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?@searchmojo #mojowebinar SEARCH-MOJO.COM
    • 41. HOW DO YOU MEASURE THOSE GOALS? Behavior How to Measure? Increase impressions across the Tracking search rankings over time web? for client’s assets (SEOMoz) Increase impressions to particular # of impressions – measured in sites/properties? Google Analytics or social media profile Generate actions on a website or Goals in Google Analytics, social social media property? media actions (Google Analytics campaign tagging) Change the online discussion? Social media monitoring Change in online behavior? Google search trends/ change in keyword usage@searchmojo #mojowebinar SEARCH-MOJO.COM
    • 42. REVIEW YOUR SOCIAL SHARING DATAAddThis: Social Sharing in Google Analytics:Scribd.com: @searchmojo #mojowebinar SEARCH-MOJO.COM 42
    • 43. MEASURING +1’S@searchmojo #mojowebinar SEARCH-MOJO.COM
    • 44. MEASURING +1’S@searchmojo #mojowebinar SEARCH-MOJO.COM
    • 45. FINAL THOUGHTS… @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
    • 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@searchmojo #mojowebinar SEARCH-MOJO.COM
    • 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/@searchmojo #mojowebinar SEARCH-MOJO.COM
    • 48. QUESTIONS/ DISCUSSION@searchmojo #mojowebinar SEARCH-MOJO.COM
    • 49. CONTACT Katherine Watier VP, Social Media Ketchum 202-729-8355 Katherine.watier@ketchum.com @kwatier Janet Driscoll Miller President and CEO Search Mojo jmiller@search-mojo.com 434.975.6656 x101 @janetdmiller@searchmojo #mojowebinar SEARCH-MOJO.COM

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