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Social Media and Its Effects on Search Engine Marketing
Social Media and Its Effects on Search Engine Marketing
Social Media and Its Effects on Search Engine Marketing
Social Media and Its Effects on Search Engine Marketing
Social Media and Its Effects on Search Engine Marketing
Social Media and Its Effects on Search Engine Marketing
Social Media and Its Effects on Search Engine Marketing
Social Media and Its Effects on Search Engine Marketing
Social Media and Its Effects on Search Engine Marketing
Social Media and Its Effects on Search Engine Marketing
Social Media and Its Effects on Search Engine Marketing
Social Media and Its Effects on Search Engine Marketing
Social Media and Its Effects on Search Engine Marketing
Social Media and Its Effects on Search Engine Marketing
Social Media and Its Effects on Search Engine Marketing
Social Media and Its Effects on Search Engine Marketing
Social Media and Its Effects on Search Engine Marketing
Social Media and Its Effects on Search Engine Marketing
Social Media and Its Effects on Search Engine Marketing
Social Media and Its Effects on Search Engine Marketing
Social Media and Its Effects on Search Engine Marketing
Social Media and Its Effects on Search Engine Marketing
Social Media and Its Effects on Search Engine Marketing
Social Media and Its Effects on Search Engine Marketing
Social Media and Its Effects on Search Engine Marketing
Social Media and Its Effects on Search Engine Marketing
Social Media and Its Effects on Search Engine Marketing
Social Media and Its Effects on Search Engine Marketing
Social Media and Its Effects on Search Engine Marketing
Social Media and Its Effects on Search Engine Marketing
Social Media and Its Effects on Search Engine Marketing
Social Media and Its Effects on Search Engine Marketing
Social Media and Its Effects on Search Engine Marketing
Social Media and Its Effects on Search Engine Marketing
Social Media and Its Effects on Search Engine Marketing
Social Media and Its Effects on Search Engine Marketing
Social Media and Its Effects on Search Engine Marketing
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Social Media and Its Effects on Search Engine Marketing

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How does social media affect search engine marketing (SEM), search engine optimization (SEO), and pay-per-click (PPC, paid search)? Stacy Williams of Prominent Placement outlines numerous points of …

How does social media affect search engine marketing (SEM), search engine optimization (SEO), and pay-per-click (PPC, paid search)? Stacy Williams of Prominent Placement outlines numerous points of impact that marketers should know about, as well as providing a list of tactical takeaways that the audience can implement. Presentation given at the eMarketing Association's "The Power of eMarketing" conference in Baltimore, MD on Oct. 20 2010.

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  • B2B + B2C – companies with fewer than 100 employees were more likely to do so
  • The Best reported a positive impact on sem from social media. The Rest did not or are not measuring the impact.
  • Only 3 regular sites on first page – his official, MTV & IMDB
  • Shifting toward ranking relevancy/authority more than recency
  • Will Likes become more important than Links?
  • No redirects, discuss nofollow
  • Nielsen Online: FB 3x Google (5:46/mo. vs. 1:53)
  • Higher QS = higher placement, lower CPC & ads shown more often
  • Comments, likes, shares = “effectiveness”
  • Transcript

    • 1. Social Media and Its Effects on SEM The Power of eMarketing Baltimore, MD October 20, 2010
    • 2. What I’ll Cover <ul><li>How social media affects: </li></ul><ul><ul><li>Search engine marketing </li></ul></ul><ul><ul><li>Search engine optimization </li></ul></ul><ul><ul><li>Pay-per-click (paid search) </li></ul></ul><ul><li>When you get back to your desk… (key takeaways) </li></ul><ul><li>Q&A </li></ul><ul><li>If you’re a Twitter user, please include </li></ul><ul><li>@ProminentPlcmnt and #ema – thank you! </li></ul><ul><li>This presentation will be available on my blog, www.SearchAdvisory.net , as well as www.Slideshare.net/StacyWms </li></ul>
    • 3.  
    • 4.  
    • 5. How Social Media Affects Search Engine Marketing <ul><li>Increased brand searches </li></ul><ul><li>Keyword research </li></ul>
    • 6. SEM: Keyword Research <ul><li>Sofabed </li></ul><ul><li>Cement truck </li></ul><ul><li>Search marketing </li></ul><ul><li>Retirement home </li></ul><ul><li>Business continuity </li></ul><ul><li>Cell phone </li></ul><ul><li>Soft drink </li></ul><ul><li>Pull-out couch </li></ul><ul><li>Concrete mixer </li></ul><ul><li>Website optimization </li></ul><ul><li>Senior living </li></ul><ul><li>Disaster recovery </li></ul><ul><li>Mobile phone </li></ul><ul><li>Soda pop </li></ul>
    • 7. SEM: Keyword Research Source: Business.com & B2B Online’s study of 450 B2B marketers, 9/21/10
    • 8. How Social Media Affects Search Engine Optimization <ul><li>More optimizable content to show up in SERPs </li></ul><ul><li>Search engine reputation management </li></ul><ul><li>Link-building </li></ul><ul><li>Increased organic rankings </li></ul><ul><li>Increased search engine traffic </li></ul><ul><li>Increased conversions from organic traffic </li></ul><ul><li>Searching on social media sites </li></ul>
    • 9. How Social Media Affects Search Engine Optimization Source: MarketingSherpa’s 2010 Social Media Marketing Benchmark Report, 4/13/10
    • 10. How Social Media Affects Search Engine Optimization
    • 11. How Social Media Affects Search Engine Optimization
    • 12. SEO: More Content <ul><li>Ways social media content can show up in the SERPs: </li></ul><ul><ul><li>Regular results: profiles & posts </li></ul></ul><ul><ul><li>Consumer-generated media on your site </li></ul></ul><ul><ul><li>Universal results: videos, photos, music, press releases & more </li></ul></ul><ul><ul><li>Real-time results </li></ul></ul><ul><ul><li>Social Circle (Google), Liked Results (Bing) </li></ul></ul>
    • 13. Content: Regular Results: Profiles & Posts
    • 14. Content: Universal Results: Videos, Photos, Music & News (PR) 53x easier to get a video ranked than a website (maybe!) (Source: Forrester employee blog)
    • 15. Content: Real-Time Results
    • 16. Content: Real-Time Results
    • 17. Content: Social Circle & Liked Results
    • 18. Search Engine Reputation Management
    • 19. SEO: Reputation Management
    • 20. SEO: Link-Building <ul><li>Directly </li></ul><ul><ul><li>Profiles </li></ul></ul><ul><ul><li>Posts </li></ul></ul><ul><li>Indirectly </li></ul><ul><ul><li>Viral – increased visibility </li></ul></ul><ul><ul><li>Requested through social media </li></ul></ul>
    • 21. SEO: Increased Organic Rankings Source: MarketingSherpa’s 2010 Social Media Marketing Benchmark Report, 4/13/10
    • 22. SEO: Increased Search Engine Traffic Source: Business.com & B2B Online’s study of 450 B2B marketers, 9/21/10
    • 23. SEO: Increased Conversions
    • 24. SEO: Searching On Social Media Sites <ul><li>If you consider YouTube to be a search engine…it’s been the second most-used search engine (after Google) for the past two years. (comScore) </li></ul>Source: John Kennedy, Silicon Republic, 5/17/10
    • 25. SEO: Searching On Social Media Sites <ul><li>People spend 3x more time on Facebook than Google </li></ul><ul><li>(Source: Nielsen Online, 10/09) </li></ul>
    • 26. SEO: Searching On Social Media Sites <ul><li>Twitter: </li></ul><ul><ul><li>160 million accounts </li></ul></ul><ul><ul><li>100 million tweets/day </li></ul></ul><ul><ul><li>370,000 new users/day </li></ul></ul><ul><ul><li>(Source, AdAge, 9/27/10) </li></ul></ul>
    • 27. SEO: Searching On Social Media Sites
    • 28. How Social Media Affects Pay-Per-Click (Paid Search) <ul><li>Brand-building </li></ul><ul><li>Higher CTR </li></ul><ul><ul><li>Hence, higher quality score </li></ul></ul><ul><li>Dayparting </li></ul><ul><li>PPC on social media sites </li></ul>
    • 29. PPC: Brand-Building Relevant SocMed + PPC Relevant SocMed + PPC Influenced SocMed + PPC PPCOnly Influenced SocMed + PPC PPCOnly “ Relevant” social media = relevant to brand’s category only “ Influenced” social media = specific to the brand Source: GroupM Search & comScore, 10/09
    • 30. PPC: Brand-Building <ul><li>Consumers exposed to a brand’s influenced social media and paid search programs are 2.8 times more likely to search for that brand’s products compared to users who saw only paid search. </li></ul><ul><li>Consumers using social media are 1.7 times more likely to search with the intention of making a list of brands or products to consider purchasing compared to the average Internet user. </li></ul><ul><li>Consumers exposed to influenced social and paid search exhibit 223 percent heavier search behavior than consumers exposed to paid alone . </li></ul><ul><li>Fifty percent of social media-exposed searchers search daily for product terms , compared to 33 percent of non-exposed searchers . </li></ul><ul><li>In organic search, consumers searching on brand product terms who have been exposed to a brand’s social marketing campaign are 2.4 times more likely to click on organic links leading to the advertiser’s site than the average user seeing a brand’s paid search ad alone. </li></ul>Source: GroupM Search & comScore, 10/09
    • 31. PPC: Higher CTR
    • 32. PPC: Dayparting
    • 33. PPC: Direct on Social Sites c c
    • 34. When You Get Back to Your Desk <ul><li>Monitor online conversations for keyword research as well as reputation management purposes </li></ul><ul><li>Create and optimize social media content </li></ul><ul><ul><li>Profiles, posts, CGM if appropriate, videos, photos, music, press releases, etc. </li></ul></ul><ul><li>Build links pointing to the corporate site wherever possible (and appropriate) </li></ul><ul><ul><li>Include keywords in link text when possible, be aware of “nofollowed” links </li></ul></ul><ul><li>Start building an authoritative reputation on Twitter </li></ul>
    • 35. When You Get Back to Your Desk <ul><li>Search your company and brand names to see what’s showing up in the SERPs </li></ul><ul><ul><li>Leverage social media to take up more real estate if needed </li></ul></ul><ul><li>Compare data on the timing of social media engagement with your PPC dayparting </li></ul><ul><li>Test PPC advertising on LinkedIn and Facebook </li></ul><ul><ul><li>CTRs will be much lower than search – tailor copy & landing pages accordingly </li></ul></ul>
    • 36. When You Get Back to Your Desk <ul><li>Measure the impact of social media on your SEM: </li></ul><ul><ul><li>Searches for your brand name </li></ul></ul><ul><ul><li>Website traffic from search engines (organic & paid) </li></ul></ul><ul><ul><li>PPC impressions </li></ul></ul><ul><ul><li>PPC clicks </li></ul></ul><ul><ul><li>PPC click-through rate </li></ul></ul><ul><ul><li>PPC quality score </li></ul></ul><ul><ul><li>Conversions from search engine traffic </li></ul></ul><ul><ul><li>Revenue from search engine traffic </li></ul></ul><ul><ul><li>Your big, fat quarterly bonuses for reaching success! </li></ul></ul>
    • 37. Staying in touch <ul><li>“ Like” us on Facebook: www.facebook.com/ProminentPlacement </li></ul><ul><li>Follow us on Twitter: @ProminentPlcmnt </li></ul><ul><li>Follow us on LinkedIn: www.linkedin.com/company/148184 </li></ul><ul><li>Read our blog (RSS & e-subscriptions available): www.SearchAdvisory.net </li></ul><ul><li>Subscribe to our monthly enewsletter on our site or by emailing me at [email_address] </li></ul><ul><li>View this presentation again on our blog or at www.slideshare.net/StacyWms </li></ul>See also “Leveraging Social Media for SEO Purposes” for more tactical tips (06/09)

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