Social Media, PR & SEO Convergence - Internet World 2011
Social Media, PR & SEO ConvergenceHow your brand can leverage the latest trends!
Content → Clients / case studies. → SEO overview / benefits. → SEO / social media convergence / social ranking factors. → Social media, PR & SEO convergence. → Blogging & Microblogging: the sweet spots. → Professional tips and advice from the trenches.
SEO overview: Rand Fishkin’s SEO Pyramid Social media is becoming increasingly important, no longer a “nice to have” Online promotion of websites and generating links Selecting the right accounts for a large keywords is often part of Google’s the most important algorithm part of digital campaigns. PPC testing is highly Identifying recommended. technical barriers for the search engine spiders is fundamental
The benefits of SEO as a channel → Highest ROI versus any other marketing activity (Forbes). → Direct benefits from campaign can recur for years. → Organic traffic drives generally the highest quality visitors to websites.
The benefits of SEO as a channel → Users trust websites that rank well in major search engines. → Over 90% of Internet users research products and services online. → The rise of the smartphone / mobile web.
Tiger blood anyone? #winning CHARLIE SHEEN IMAGE
PR’s evolution into digital communication → Brand communications inc. B2C & B2B are shifting online. → Communication channels are moving away from traditional media. → Social media has become a fundamental part of PR. → Economic pressure and bloggers are here to stay!
Social Media, PR & SEO convergence Blogging & Microblogging
Blogging & Microblogging: sweet spots → Strong current themes across PR, SEO and social media. → Blogger outreach benefits all online marketing channels. → Influential bloggers are often influential across multiple social media platforms inc. Twitter, Quora etc.
Blogging & Microblogging: sweet spots → Blogger outreach often can be the highest value individual process in a campaign. → Successful campaigns increase search engine visibility significantly. → Search Engine Reputation Management (SERM).
Pro Tips: advanced search operators Estimated over 1.9 million targets! *Power Tip: Link Gopher for Firefox & soloseo.com link search tool
Pro Tips: buzz & real time analytics → Google Alerts for generic industry terms and competitor analysis. → Real time analytics such as Clicky. → Google Reader / RSS feeds. → Google Trends & Google Insights. “Piggyback” trends e.g. royal wedding, iPad 2 launch, Osama Bin Laden death and Charlie Sheen (ideally target industry trends).
Pro Tips: influencer mapping → Google Blog search & custom search engines → Twitter Search, Followerwonk.com & Postrank.com → Industry associations → Industry leading brands
Pro Tips: influencer mapping → Thought leaders / authors → Competitor link data: SEOmoz, SEO Majestic & Link Diagnosis → Influencer research: who do they follow? who follows them? what do they write about? types of content?
Pro Tips: blogger outreach → Ego hooks are effective. → Build relationships (most important). → Don’t immediately ask for links / favours. → Transactional offerings e.g. free products to review.
Pro Tips: blogger outreach → Leverage Twitter / LinkedIn / blog commenting. → Awards / research / link bait i.e. infographics. → Read target blog recent posts to personalise outreach. → Invest time and resources in the highest value targets. *Power Tip: Power tip: research and content can be outsourced.
Pro Tips: Twitter → Followerwonk, Twitter Search & other tools. → Research hashtags. → Syndication, automation & tools inc. Tweetdeck (free) and Hootsuite. → Constant testing: variables such as scheduling posts at different times.
Pro Tips: paid services → SEOmoz → SEO Majestic → Analytics SEO → Hootsuite → PR Web → Paid social media advertising:, Facebook, Twitter, StumbleUpon, Delicious, LinkedIn, YouTube etc.
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