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 business to the top of the search engine results, generating more traffic, leads and business through your website.

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

  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 ;)