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Search, Social and Content Marketing: Move Your Business Forward & Accelerate


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Jason Falls of Social Media Explorer hosted Arnie Kuenn for this live webinar. In this presentation, Kuenn discusses how the integration of search, social and content marketing tactics can propel your …

Jason Falls of Social Media Explorer hosted Arnie Kuenn for this live webinar. In this presentation, Kuenn discusses how the integration of search, social and content marketing tactics can propel your business to the top of the search engine results, generating more traffic, leads and business through your website.

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  • 1. Search, Social & Content MarketingARNIE KUENN, PRESIDENT, VERTICAL MEASURES - @ARNIEK
  • 2. About Your Presenter…• President of Vertical Measures - Offering SEO, Link Building, Social Media & Content Services• Instructor for the Content Marketing Institute & Online Marketing Institute• Author of Accelerate! Move Your Business Forward Through the Convergence of Search, Social and Content Marketing Available on Amazon
  • 3. Twitter: @ArnieKWhy Focus on Search? • 93% of all buyers online or in stores use search prior to making a purchase • 86% of searchers conduct non-branded queries. • 94% of buyers click on organic links versus 6% on paid links for branded queries. Sources: GroupM, Did-it, Enquiro, and Eyetools.
  • 4. Twitter: @ArnieK 2011 Google Panda Update• Biggest Google Algorithm update in years!• 100% Algorithmic, No Manual Changes• Clobbered Content Farms, Article Sites & Duplicate content• Even YOUR website could be affected if you have pages with weak content• More Coming with Respect to Cleaning Up Spam on the Web
  • 5. Twitter: @ArnieK“Sites with original content such as research, in-depth reports, thoughtful analysis and so on, will move up.” – Matt Cutts & Amit Singhal (WSJ – 2/28/11)
  • 6. Twitter: @ArnieKUniversal Search Results 61% of all search results
  • 7. Twitter: @ArnieK
  • 8. Twitter: @ArnieKDevelop Your Strategy• Why are you creating the content you are creating?• Who is your audience and who are you?• Where do you plan to publish your content?• What will you measure?• What is different a year from now?
  • 9. Twitter: @ArnieK
  • 10. Twitter: @ArnieKStart With Keyword Research • Keyword research should be the foundation • What keyword phrases do your customers use? (Analytics) • Use tools like….
  • 11. Twitter:
  • 12. Twitter:
  • 13. Twitter: @ArnieKGoogle Adwords Keyword Tool
  • 14. Twitter: @ArnieKThen Do Online Market Research Trending Topics
  • 15. Twitter: @ArnieKQuestion & Answer Sites1618 results
  • 16. Twitter: @ArnieKCheck Voting Sites
  • 17. Twitter: @ArnieKGoogle’s Discussions in Search
  • 18. Twitter: @ArnieKWhat Works For Your Competitors?
  • 19. Twitter: @ArnieKIdentify Types of Content to be Created
  • 20. Twitter: @ArnieKContent Ideas in a Spreadsheet
  • 21. Twitter: @ArnieKLong Tail is the Key!
  • 22. Twitter: @ArnieK
  • 23. Twitter: @ArnieKCreate Great Content
  • 24. Twitter: @ArnieKBenefits of a Corporate Blog• Gives you a vehicle to post new content• Allows for internal linking• Keeps the search engines coming back – have 434% more indexed pages*• Have 2X as many backlinks*• Your site gets 55% more traffic*• You have 79% more Twitter followers* *Hubspot
  • 25. Twitter: @ArnieK
  • 26. Twitter: @ArnieKAll Different – But Core Items• Content is found through social media and search engines – so optimize it!• Web pages, News, Local, Images & Videos 1. Links pointing to your content 2. Titles & title tags (viewed in results) 3. Description meta tag (viewed in results) 4. Image alt text tags 5. H1 Tag (headline tag – only one!) 6. URL structure (short & include KW’s) 7. Page load times
  • 27. Twitter: @ArnieKSearch Optimization Elements
  • 28. Twitter: @ArnieK
  • 29. Twitter: @ArnieKPromote Your Content• Understand who your customer is and where they are online.• Conduct PR and blogger pitches• Develop relationships & build partnerships• People share your ideas, link to your content.• Those references and citations will help with rankings
  • 30. Twitter: @ArnieK
  • 31. Twitter: @ArnieKDistribute or Repurpose Content• RSS feeds• Email Campaigns• Article Syndication• Web 2.0 Sites• Social Media Sites• Video, Photo, Presentation & Podcasts sites• These links will help your rankings!
  • 32. Twitter: @ArnieK
  • 33. Twitter: @ArnieKBuild Links to Your Content• Identify low hanging fruit – Internal links – Blog & forum participation• Targeted Links via… – Competitive research for similar content – Use search operators to find opportunities• Ask your clients & suppliers for links! – Offer t-shirts, gift cards, discounts, etc. – Or even a good old fashion reciprocal link• When all else is equal, links win!
  • 34. Twitter: @ArnieK
  • 35. Twitter: @ArnieKMeasure!• Measure for successes… and failures• Check your rankings, traffic, conversions and other key metrics• Focus on the strategies that are providing the best ROI and keep rolling out the content
  • 36. Twitter: @ArnieKSuccess Like This…
  • 37. Twitter: @ArnieKAll 8 Steps Matter
  • 38. Twitter: @ArnieKAdditional Resources• SEO Educational Videos: –• Content Marketing & Related Webinars: –• How-To Books –
  • 39. Questions?More Traffic. More Leads. More Business. Contact: 888-476-1881 Available on Amazon ;)