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Social Media & SEO - TopRank Online Marketing

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#Optimize your online marketing with Social Media and SEO. ...

#Optimize your online marketing with Social Media and SEO.

Competition for attention on the search and social web is exploding and this presentation shares how to attract & engage more customers through the intersection of Social Media, SEO & Content Marketing.

Moving from tactical to strategic SEO and Social Media Marketing means being the Social SEO Hero in your organization.

Presentation by Lee Odden, CEO of TopRank Online Marketing at SMBMSP39.

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  • Full Name Full Name Comment goes here.
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  • Thank you to all for the favorite votes. For a deep dive into Social SEO & Content Marketing, be sure to visit http://optimizebook.com (pre-order)
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  • TopRank Online Marketing is a specialist at helping companies attract and engage more customers through the intersection of Search, Social Media and Content Marketing. In combination with Email Marketing and Social Advertising, TopRank’s Online Marketing pros have helped B2B and B2C companies increase traffic, sales and brand visibility online since 2001. This presentation provides insights into the Convergence of Search, Social & Content Marketing.
  • Lee Odden is CEO of TopRank Online Marketing and editor of Online Marketing Blog: Rated the #1 content marketing blog by Junta42 and a top 10 blog by Advertising Age.  A 14-year online marketing veteran, Lee has been cited by numerous industry publications and books including The Economist, DM News and ‘Marketing in the Age of Google’ by Vanessa Fox.  Lee speaks internationally on Social Media SEO and Content Marketing for top conferences including ad:tech, Intel’s Social Media Summit and SES, where he serves on the board of advisors. His first book, ‘Optimize’ will be published by Wiley in 2012.
  • What happens in 60 seconds on the internet?
  • http://techcrunch.com/2010/08/04/schmidt-data/
  • http://www.socialbakers.com/blog/171-facebook-is-globally-closing-in-to-700-million-users/https://plus.google.com/117388252776312694644/posts/1k85ZNPCu1A
  • http://www.comscore.com/Press_Events/Press_Releases/2010/1/Global_Search_Market_Grows_46_Percent_in_200970% of brands social media content (FB or Twitter) doesn’t rank in top 20 on Google for brand namehttp://www.brightedge.com/2011-04-18-brightedge-study-social-media-seo-optimization
  • As marketers gear up for the fourth quarter, the busiest time on their marketing calendars, nearly two-thirds (63.4%) say they are planning to increase focus on social media over the next 12 months, while nearly one-half plan to increase focus on email (45.5%) and content marketing (45.3%), according to a new survey from Bizo.Moreover, among those who conduct social marketing, most (97%) say social media is now more or equally important to the marketing mix than it was in the previous year.http://www.marketingprofs.com/charts/2011/5786/brands-betting-big-on-social-email-content-marketing?adref=nl082511
  • Who cares about great content?
  • Customers do53% of time spent on the Internet is directly attributable to content consumption. AOL Nielsen May 2011
  • In an interview with Wired Magazine, Udi Manber, Google’s head of search, said that Google will make as many as 550 changes to its search algorithm this year
  • http://www3.emarketer.com/Article.aspx?R=1007647
  • Advertisersworld-wide are struggling to understand where SEO fits with their business.
  • Take inventory of your content and media. Anything digital published online can be optimized for findability.
  • framework for content marketing strategy and practical optimization and social media marketing tips to grow business online.
  • They want to be educated and their behaviors for information discovery, consumption and sharing have changed
  • They want to be educated and their behaviors for information discovery, consumption and sharing have changed
  • They want to be educated and their behaviors for information discovery, consumption and sharing have changed
  • They want to be educated and their behaviors for information discovery, consumption and sharing have changed
  • Search Keywords – what are people searching for, what words are in demand relevant to your content?Social Keywords – what are people talking about on social networks? What topics are hot, trending and relevant?
  • Content: Assets, Editorial, Mapping, Operationalize
  • https://www.marketingsherpa.com/barrier.html?ident=31928
  • Optimize: How to Attract and Engage More Customers Through the Intersection of Search, Social Media and Content Marketing (To be published by Wiley 2012) http://optimizebook.com

Social Media & SEO - TopRank Online Marketing Social Media & SEO - TopRank Online Marketing Presentation Transcript

  • Be a Social SEO & Content Marketing Hero
    @LeeOddenTopRankMarketing.com
    Online Marketing Blog
  • TopRank Online Marketing
    Search – Social - Content
    Clients Speaking Media
  • What Happens on the Internet…
  • Every 2 Days,
    We Create As Much Information
    As We Did Since the Dawn of Time
    To 2003
    Source: Eric Schmidt – 8/10 (via TechCrunch)
  • 10 Million 2 Weeks
    102 Million
    200 Million
    750 Million
    (Larry Page)
    Sources: *LinkedIn **Forbes ***SocialBakers **** Google
  • Google sites handle 88 billion searches per month worldwide
    Source: comScore
    At any given time there are 50-200 different versions of Google’s core algorithm in the wild
    *Google Inside Search
    70% of Brands Social Content Doesn’t Rank Top 20 for Brand Names
    *Brightedge SMO Study 04/11
  • Social in SERPs for MN Brands
    6 out of 10
    have a social
    presence on Google
    top 20 SERPs
    for brand name
  • Social Media Presence
  • Social Rises, Search Dominates
    Interactive:
    $76.6 Billion by2016
  • Brands Are Betting Big on Social
    Via MarketingProfs
    63% - Social
    45% - Email
    45% - Content
    43% - SEM
    36% - Video
  • How “Findable” is Your Social Content?
  • Content Marketing: Simplified
    “Aligning customer & brand objectives through online content.”
  • We Are Content Marketers
    Website
    Google+
    Book
    Twitter
    White Papers
    Facebook
    Articles
    YouTube
    Guides
    Flickr
    Webinars
    Blog
    LinkedIn
    Guest Posts
    Slideshare
    Events
    Press Releases
  • Content Marketing Trilogy:
    Sharing
    Discovery
    Consumption
    Search
    Social
    Email
    Text
    Video
    Image
    Audio
    Social
    Email
    Publish
  • Who cares about great content?
  • Customers Do!
    53%
    Of time on the internet is content consumption.
    AOL Nielsen 5/11
    U.S.: 27 million shared per day AOL Nielsen 5/11
  • Google Cares Too
    Panda
    Source: Search Engine Land 3/11
    Google’s POV on Quality Content: http://goo.gl/huekf
  • Great Content isn’t “Great”Until it’s Discovered, Consumed and Shared!
  • So, If You Have Great Content…
    Set it free!
    92%
  • Where Does SEO Fit?
    Content
    Marketing
    Advertising
    HR
    SEO
    Public
    Email
    Relations
    Customer
    Social
    Service
    Media
    Interactive
  • Web Sites
    News Images Video Local Real-Time Blogs
    What can be searched,
    Can be optimized!
  • What Content Should Be Findable?
    Media: Video, Audio, Images
    Blogs
    Tweets
    Status Updates
    Comments
    Tags
    MS Office Docs
    PDF files
    Products & Services
    Corporate Info
    News, PR
    Help, FAQ
    Job Listings
    Landing Pages
    Newsletter
    Fulfillment
  • Customer Lifecycle Content
  • Discovery - Consumption - Sharing
    Anyone know a good Thai place in Tucson?
    I just had the best Thai food
    at XYZ Thai!
  • Social
    Search
    Which Comes 1st in Your Mix?
  • Search & Social Discovery
    1% Social Alone
    51% Search Alone
    48% Search & Social
  • Why Not…
    …improve and extend your investment in social content through SEO?
  • Social SEO & Content in Action
    Identify Topic/Story
    Research Search & Social Keywords
    Create an Optimized Social Content Campaign
    Provide SEO, SMO Guidelines to Social Teams
    Promote via Social Channels, Build Links
    Monitor Social References, Search Traffic & KPIs
    Benchmark and Dashboard Reporting
  • Incorporating SEO & Social Content
    SEO Super Star Says:
    Optimize for People First!
    Keywords
    Glossary
    Editorial Plan
    Content Campaign
    On-Page SEO
    Social SEO
    Hub & Spoke
  • CMO & SMO Framework
    Research
    Customer
    Segments
    Keywords
    Topics
    Message
    Content
    & Promo
    Plan
    Optimize,
    Socialize &
    Promote
    Preferences
    Pain Points
    Behaviors
    Search &
    Social Data Sources
    Topics, SEO
    Calendar,
    Repurpose
    Social & SEO
    Networking,
    Link Building
  • Discovery - Consumption - Sharing
    “I need a digital camera”
    Asks friends on FB
    Searches Google
    SERP: Article
    Digital camera reviews.
    Suggested cameras
    Are they any good?
    Read our
    Customer Reviews
    See Ratings
    Purchase:Buys a Sony NEX-5
    Post to Twitter & FB:
    “I just bought a Sony NEX-5 from Cameras R Us!
    Consumer
    Cameras R Us
    @THX!
  • Let’s Break That Down
    Article on a digital camera. Previews of digital cameras that show how good tthey are.
    Article on a digital camera. Previews of digital cameras that show how good tthey are.
    Article on a digital camera. Previews of digital cameras that show how good tthey are.
    Article on a digital camera. Previews of digital cameras that show how good tthey are.
    $
    Consumer
    Cameras R Us
    @THX!
  • Persona / Profile
    • Working Mom
    • Vacations
    • Digital Camera
    • Reviews & Ratings
    • “How to” Tips
    • Photo Sharing
    • Value, Quality
    Consumer
    Cameras R Us
  • Customer Centric Content
    • “How to purchase” articles
    • Buying guides
    • Photo tips
    • Aggregated reviews
    • Customer reviews
    • Images, Video (DAO)
    • Social presence
    • Social promotion
    • Social monitoring
    • Social engagement
    SEO
    Consumer Profile
    Cameras R Us
  • Search Keywords
    Social Topics
    What Do Your Customers Care About?
  • Customer Keywords & Topics
    Do widgets impact the environment?
    How to save money on widgets?
    Company XYZ
    “widget”
    Round Widgets
    Eco-Friendly
    Value Priced
  • Keyword Glossary
    Competitors
    Categories
    Keywords
    Popularity
  • Map Keywords to Content
    Editorial Plan
    Keywords
    Web
    Content
    Keywords
    Social
    Content
  • Editorial Guide for Web & Social
    Content Plan
  • Topic-Driven Content, SEO & Social
    Web Page
    Web Page
    Keyword Topics Glossary
    • Keyword 1
    • Keyword 2
    • Keyword 3
    Web Page
    Blog Posts
    Infographics
    Images
    Press Release
    Videos
    Contributed
    Articles
    Industry
    Media
    PPT
    Guest Blog Posts
    PDF
  • Make Your Content Findable in Search
    Keyword Optimize:
    Titles
    File names
    Descriptions
    Categories
    Anchor text
    Annotations
    Show Notes, Transcriptions
  • On-Page Social SEO
    • Tweets
    • Facebook Updates
    • Google+ Updates (public)
    YouTube Videos
    Flickr Images
    StumbleUpon, Delicious Tags
  • Social Signals = SEO Outcomes
    Blogs
  • Dominate With Hub & Spoke
    IndustryPublications
  • Extend Hubs & Communities
  • Evolve Hub Into A Constellation
    Topic B
    Topic C
    Social
    Hub
    Topic A
    Topic D
    Topic E
  • Hub & Spoke Content
    Videos
    Webinars
    Enewsletter
    Microblogging
    Blog
    White Paper
    Testimonials
    Article
    Case Study
    eBook
  • What Would Your Hub Look Like?
    ?
    ?
    ?
    ?
    ?
    ?
    ?
    ?
    ?
    ?
  • B2B Marketing SaaS
    • Audience: Sales, Marketing Execs
    • Keywords: Broad & Category
    • Content: Resource Center, Blogs, Social Content, Media
    • Optimize: Corp Site, Articles, Blogs, Digital Assets, Social
    • Socialize: FB, LinkedIn, Slideshare, Twitter, YouTube
    • Integration: Marketing & PR
    • Measure: Non-Brand Keyword Traffic, Social KPIs, Leads, Conversions
    Social KPIs:
    11k+ Blog Subscribers
    2k Facebook Fans
    22k+ Twitter Follows
    2k+ LinkedIn Group Members
    • 1,200+ customers, 3 years
    • 700% revenue growth past 2 years*
    • Fastest growing SaaS after salesforce.com(Jon Miller, VP Marketing)
    • SEO & Blogs most effective lead gen source (Jon Miller, VP Marketing)
  • B2C: Fabric Retailer
    Audience: Crafters
    Keywords: Products, Uses
    Content: Product, Tips, UGC, Blog Posts, Video, FB, Twitter
    Optimize: Catalog, Blog, Social
    Socialize: FB, Twitter, YouTube
    Integration: Customer Newsletter, Store Staff Write
    Measure: Traffic,
    Engagement, Sales
    • Website #1 for 300+ “fabric” phrases
    • 50%+ of traffic via organic search
    • Online sales increased significantly
    • Lowered overall marketing costs
    • Blog, Facebook, Twitter, Flickr
  • 3 Takeaways
    Customer Centric Keywords: Research keywords & Social topics to inspire a social content plan.
    1
    Incorporate SEO, SMO in Processes: Optimize and socialize all content production & integrate analytics.
    2
    Practice Proactive Optimization
    Train staff on SEO, develop standards and leverage SEO & Social monitoring tools to reveal trends & track performance.
    3
  • Thank You! – Social SEO Hero Manual
    @LeeOdden
    TopRankMarketing.com
    TopRankBlog.com
    lee@toprankmarketing.com
    OptimizeBook.com
    2012 Wiley