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SES Accelerator Convergence of Search Social & Content 2012

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Arnie Kuenn shows you how to conduct research using tools such as question and answer sites to find out what your audience is searching for and create content that will meet their needs.

Arnie Kuenn shows you how to conduct research using tools such as question and answer sites to find out what your audience is searching for and create content that will meet their needs.

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  • 1. Accelerator | San Diego | Feb 9, 2012 | #SESAcc Vertical Measures The Convergence ofSearch, Social & Content Marketing @ArnieK
  • 2. Accelerator | San Diego | Feb 9, 2012 | #SESAcc About Your Presenter…• President of Vertical Measures - Offering SEO, Link Building, Social Media & Content Development Services• Instructor for the Content Marketing Institute & Online Marketing Institute• Author of Accelerate! Move Your Business Forward Through the Convergence of Available on Amazon Search, Social and Content Marketing @ArnieK
  • 3. Accelerator | San Diego | Feb 9, 2012 | #SESAcc @ArnieK
  • 4. Accelerator | San Diego | Feb 9, 2012 | #SESAccWhen someone types a keyword phrase into the search box, there are only two possible outcomes: – They will find you. – They will find your competitor. @ArnieK
  • 5. Accelerator | San Diego | Feb 9, 2012 | #SESAcc Why 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. @ArnieK
  • 6. Accelerator | San Diego | Feb 9, 2012 | #SESAccUniversal Search Results 61% of all search results @ArnieK
  • 7. Accelerator | San Diego | Feb 9, 2012 | #SESAcc Start With Keyword Research• Keyword research should be the foundation• What keyword phrases do your customers use? (Analytics)• Use tools like…. @ArnieK
  • 8. Accelerator | San Diego | Feb 9, 2012 | #SESAccSoovle.com @ArnieK
  • 9. Accelerator | San Diego | Feb 9, 2012 | #SESAccUbersuggest.org @ArnieK
  • 10. Accelerator | San Diego | Feb 9, 2012 | #SESAccGoogle Adwords Keyword Tool @ArnieK
  • 11. Question & Answer Sites1618 results
  • 12. Accelerator | San Diego | Feb 9, 2012 | #SESAccThen Do Online Market Research Trending Topics @ArnieK
  • 13. Accelerator | San Diego | Feb 9, 2012 | #SESAccCheck Voting Sites @ArnieK
  • 14. Accelerator | San Diego | Feb 9, 2012 | #SESAccGoogle’s Discussions in Search @ArnieK
  • 15. Accelerator | San Diego | Feb 9, 2012 | #SESAccWhat Works For Your Competitors? @ArnieK
  • 16. Accelerator | San Diego | Feb 9, 2012 | #SESAccDetermine Types of Content to Create @ArnieK
  • 17. Accelerator | San Diego | Feb 9, 2012 | #SESAccContent Ideas in a Spreadsheet @ArnieK
  • 18. Accelerator | San Diego | Feb 9, 2012 | #SESAcc Put Together A Calendar• Who is your audience and who are you?• What is different a year from now?• Where do you plan to publish your content?• Create a calendar and commit to it! @ArnieK
  • 19. Accelerator | San Diego | Feb 9, 2012 | #SESAccLong Tail is the Key! @ArnieK
  • 20. Accelerator | San Diego | Feb 9, 2012 | #SESAccSuccess Like This… @ArnieK
  • 21. Accelerator | San Diego | Feb 9, 2012 | #SESAcc Thank You!PAID FOR BY THE COALITION FOR BETTER WEB CONTENT APPROVED BY ARNIE KUENN @ArnieK
  • 22. Accelerator | San Diego | Feb 9, 2012 | #SESAccMore Traffic. More Leads. More Business. Contact: 888-476-1881 www.VerticalMeasures.com @ArnieK