When asked to speak to this group, your organizers suggested I discuss how much things have changed, how far we’ve come – not just in PR and communications, but as a society. That’s somewhat of a tall order, since when I was asked three months ago to participate I had no idea how relevant things would be on this very day. That’s how fast things are changing. My hope today is to do two things: Expand your awareness of what’s happening in the communications field and how it reflects the changing landscape of businessProvide some direction as to where to possibly start. The good news is that there really aren’t many rules in this new world order, The bad news is that there really aren’t many rules in this new world order!
Bottom line: this is not a fad, everyone, the most important thing to take away is that this is not a discussion about Facebook or Linked In, or MySpace or Twitter – I will briefly touch on those particular tools, but THEY are not the issue. Human nature has progressed to a point of transparency, collaboration, social networking, regardless of what platform of logo’d product they use. Don’t lose sight of this, it’s not going away.
Top 5 Keys to Integrating Search and Social Media Marketing Presenters: Avelyn Austin and Renée Revetta Moderator: Amanda Chaney #SocialMojo
Follow along #SocialMojoFollow us at:@SearchMojo@AvelynAustin@ReneeRevetta@AmandaDChaney #SocialMojo
About Search Mojo Search engine marketing firm founded in 2005 Search engine optimization (SEO) Pay-per-click advertising management (PPC) Social media monitoring Located in Charlottesville, Va Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs, including Marketing Pilgrim and Search Engine Journal Speakers at PubCon and Search Engine Strategies #SocialMojo
Search Engine Robots Finds their way through links on websites Indexes information on web pages Passes information back to the indexing servers Website B Website A Website C Page 1 Page 2 Page 2a #SocialMojo
Traditional 3 Prong Approach to SEO #SocialMojo
3 Prongs of SEO Keywords https://adwords.google.com/select/KeywordToolExternal Content Title Tag, Meta Data & Main Body Content Inbound Links | Anchor Text 3rd party links pointing from one website to another (a “vote”) #SocialMojo
Keywords: The Foundation of SEO How often keyword appears in page content is important in algorithm and ranking Keywords should be targeted to specific offering/content Keyword tool: https://adwords.google.com/select/KeywordToolExternal
Website Content Keyword should appear in: Filename Title tag Meta keyword Meta description Heading tags (H1, H2, etc.) Bold text Link text Overall content of the page
Keyword Density Number of times a keyword appears in overall written page content Don’t overrun page with too many keywords Content should remain readable Avoid keyword “stuffing” Good keyword density: 2-4% Keyword Density Tool: http://www.gorank.com/seotools
Inbound Links Inbound links are hyperlinks from one domain to another Google in particular, views inbound links as a type of “vote” from website for another site Link Popularity = the number of inbound links pointing to your website Popularity Tool: http://siteexplorer.search.yahoo.com
Anchor Text Visible, clickable text in a hyperlink The more often a keyword appears in anchor text of inbound links, the more likely it will rank well for that term in Google
The 4th Prong to SEO:How Social Media is Affecting Search 2. #SocialMojo
For companies, resistance to social media is futile. Millions of people are creating content for the social web. Your competitors are already there. Your customers have been there for a long time. If your business isn’t putting itself out there, it ought to be. - B.L. Ochman, BusinessWeek, February 2009 #SocialMojo
Using Social Media To IncreaseOrganic Rankings 5.
Owning Your Branded Search Results All company links on the first page of the SERP Company page Blog Twitter page Facebook page LinkedIn Page Status updates appearing in SERPs #SocialMojo
Content Blast Get content out faster! Instant reach Increased traffic via increased sharing of link More likely to become viral Easier to share – retweet anyone? Engage with your customers Good press / articles – Ask for a link #SocialMojo
Recap! 1. Understanding search engines 2. Knowing where search and social are today 3. Setting up critical social profiles 4. Efficiently monitoring social 5. Using social to increase organic rankings #SocialMojo
Bare Minimum SEO Choose your keywords Add keywords to website content Engage in quality link building efforts Social Media Twitter Facebook LinkedIn Blog: Create fresh content worthwhile to your customers #SocialMojo
Contact Information Avelyn Austin Account Manager email@example.com 800-939-5938 x106 @AvelynAustin Renée Revetta Social Media Specialist firstname.lastname@example.org 800-939-5938 x107 @ReneeRevetta www.search-mojo.com blog.search-mojo.com #SocialMojo