Social Media, PR & SEO Convergence - Internet World 2011

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Pro tips and an overview of the social media, PR & SEO convergence which is currently taking place. Tips for how to exploit the sweet spots.

Pro tips and an overview of the social media, PR & SEO convergence which is currently taking place. Tips for how to exploit the sweet spots.

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  • 1. Social Media, PR & SEO ConvergenceHow your brand can leverage the latest trends!
  • 2. 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.
  • 3. Nitro Digital Clients & Case Studies
  • 4. 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
  • 5. 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.
  • 6. 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.
  • 7. SEO & social media convergence
  • 8. Tiger blood anyone? #winning CHARLIE SHEEN IMAGE
  • 9. 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!
  • 10. Social media, PR & SEO convergence
  • 11. Social Media, PR & SEO convergence Blogging & Microblogging
  • 12. 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.
  • 13. 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).
  • 14. Pro Tips: advanced search operators Estimated over 1.9 million targets! *Power Tip: Link Gopher for Firefox & soloseo.com link search tool
  • 15. 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).
  • 16. Pro Tips: influencer mapping → Google Blog search & custom search engines → Twitter Search, Followerwonk.com & Postrank.com → Industry associations → Industry leading brands
  • 17. 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?
  • 18. Pro Tips: blogger outreach process
  • 19. 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.
  • 20. 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.
  • 21. 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.
  • 22. Pro Tips: paid services → SEOmoz → SEO Majestic → Analytics SEO → Hootsuite → PR Web → Paid social media advertising:, Facebook, Twitter, StumbleUpon, Delicious, LinkedIn, YouTube etc.
  • 23. Thanks for listening…We would like to welcome Q & A
  • 24. Contact Information:Web: www.nitro-digital.co.ukTwitter: @nitrodigital, @stevejlock & @ajstafford