Search And Social Webinar 230910.Pptx


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Search And Social Webinar 230910.Pptx

  1. 1. How social media is impacting SEO marketing and how you measure the results By: Kevin Thiele, UK Sales Director Searchmetrics
  2. 2. About Searchmetrics   <ul><li>Established 2007 </li></ul><ul><li>100 Staff in Berlin, London, New York </li></ul><ul><li>Pioneered next generation Search Analytics in 2008 </li></ul><ul><li>Developer of Searchmetrics Suite and Searchmetrics Essentials </li></ul><ul><li>Enterprise Grade German Engineering </li></ul><ul><li>Impressive references, e.g. </li></ul>
  3. 3. Effects of Social Media on SEO <ul><li>Direct: Not yet. Search Engines cannot crawl closed social networks </li></ul><ul><li>Indirect: Yes – Social Media Marketing leads to higher visibility  higher traffic  more links  better rankings </li></ul><ul><ul><li>Visibility: </li></ul></ul><ul><ul><ul><li>Within popular Social Networks (Facebook, Twitter, YouTube or at Digg, Stumbleupon) </li></ul></ul></ul><ul><ul><ul><li>Your “Public Profile” may appear on brand / product search engine results pages </li></ul></ul></ul><ul><ul><ul><li>Coroporate Blogs in SERPS </li></ul></ul></ul><ul><ul><ul><li>Universal Search Integration </li></ul></ul></ul>
  4. 4. Effects of Social Media on SEO <ul><li>More Traffic: </li></ul><ul><ul><li>Universal Search </li></ul></ul><ul><ul><ul><li>Live Search </li></ul></ul></ul><ul><ul><ul><li>Blog Search </li></ul></ul></ul><ul><ul><ul><li>Video Search etc. </li></ul></ul></ul>
  5. 5. Where to invest - SEO or SEM?
  6. 6. Effects of Social Media on SEO <ul><li>Types of Search </li></ul><ul><ul><li>Brand searches (e.g. Apple) </li></ul></ul><ul><ul><li>Product name Searches (e.g. Apple ipod) </li></ul></ul><ul><ul><li>Campaign Searches (e.g. win free Apple ipod) </li></ul></ul><ul><ul><li>Brand + Product Searches (e.g. Apple mp3 player) </li></ul></ul><ul><li>Links </li></ul><ul><ul><li>Be visible where people may blog / write about you: People who write about your brand, product or campaign may link to you </li></ul></ul><ul><ul><li>Social Media Campaign can be designed for link bait or trust bait </li></ul></ul><ul><ul><li>Corporate Blogs more likely to be linked to than personal Blogs </li></ul></ul>
  7. 7. Visibility on Search Engine Results Pages <ul><li>“ Public Profile” in SERPS </li></ul><ul><ul><li> Barack Obama Facebook (7th organic position) </li></ul></ul><ul><ul><li>MySpace, Linkedin, Bebo, Friends Reunited </li></ul></ul><ul><ul><li>Use a Youtube Channel or Twitter Profile </li></ul></ul><ul><ul><li>You can link to your profiles to “own” the SERP related to your brand </li></ul></ul><ul><li>Live Search Integration </li></ul><ul><ul><li>Realtime Results on Universal Search Websites (Results from Twitter, Facebook etc.) </li></ul></ul><ul><li>Video Search Integration </li></ul>
  8. 8. How 1 to measure the results from SEO? <ul><li>Depends on the goals of the Social Media Campaign: </li></ul><ul><ul><li>Marketing / Reputation </li></ul></ul><ul><ul><ul><li>Brand searches / brand traffic </li></ul></ul></ul><ul><ul><ul><li>Online Reputation Analysis </li></ul></ul></ul><ul><ul><ul><li>User generated Content on your website (do you have social media elements on your website? Do you already pursue a SMO strategy?) </li></ul></ul></ul><ul><ul><ul><li>Identify the 3 or 4 keywords that are most important </li></ul></ul></ul><ul><ul><li>Link Bait / Trust Bait: </li></ul></ul><ul><ul><ul><li>Amount of new links (from authorities) </li></ul></ul></ul><ul><ul><ul><li>Better Rankings </li></ul></ul></ul><ul><ul><ul><li>More Traffic </li></ul></ul></ul>
  9. 9. How to measure the results from SEO? <ul><li>Volume of Traffic </li></ul><ul><ul><li>Campaign Keywords </li></ul></ul><ul><ul><li>Brand Keywords </li></ul></ul><ul><ul><li>Product Keywords </li></ul></ul><ul><ul><li>Traffic via Social Networks </li></ul></ul><ul><li>Value of Traffic </li></ul><ul><ul><li>CPO / CPL SEO Traffic vs. CPO / CPL Social Media Traffic </li></ul></ul><ul><ul><li>CPO / CPL SEO Traffic (before Social Media Campaign) vs. </li></ul></ul><ul><ul><li>CPO / CPL SEO Traffic (after Social Media Campaign) </li></ul></ul><ul><ul><li>More Good Quality Traffic = More Business </li></ul></ul>
  10. 10. How to measure the results from SEO? <ul><li>Use Web Analytics for Traffic Evaluation </li></ul><ul><li>Use Search Analytics for SEO and Social Media: </li></ul><ul><ul><li>Campaign Planning </li></ul></ul><ul><ul><li>Campaign Monitoring </li></ul></ul><ul><ul><li>Campaign Analysis </li></ul></ul><ul><ul><li>Campaign Optimization </li></ul></ul>
  11. 11. How to measure the impact on SEO? <ul><li>Successful Social Media Marketing leads to higher visibility within Social Networks. </li></ul><ul><li>You increase your marketing reach to people who: </li></ul><ul><ul><li>Might write about you </li></ul></ul><ul><ul><li>Might link to you </li></ul></ul><ul><ul><li>Might search for you </li></ul></ul><ul><li>You increase your brand reputation and the amount of links. This leads to higher visibilty. </li></ul><ul><li>But: more revenue through a higher visibility and improved rankings? Compare historical CPOs and the channels‘ CPOs </li></ul>
  12. 12. Search Analytics – helping people to find us. <ul><li>Identify keywords and hot topics, Backlink analysis to find &quot;by chance&quot; links from social media – drill in and expand </li></ul><ul><li>Your search analytics tool should provide: </li></ul><ul><ul><li>Backlink Analysis: identify and analyze your backlinks and those of your competitors </li></ul></ul><ul><ul><li>Keyword Analysis: which are relevant Keywords for Links and Campaigns? </li></ul></ul><ul><ul><li>Market Analysis: which are my competitors? What are they doing and how are they doing it? </li></ul></ul><ul><ul><li>Domain Analysis: which are relevant websites or networks? Where is traffic and trust (regarding potential backlinks)? </li></ul></ul><ul><ul><li>Monitoring Tool: monitor rankings, visibility, traffic (API to Web Analytics), backlinks etc... </li></ul></ul>
  13. 13. Summary <ul><li>Identify your goals for the SMO plan </li></ul><ul><li>Develop good content your readers think is interesting </li></ul><ul><li>Provide clear structure and appearance </li></ul><ul><li>Build sensible internal linking </li></ul><ul><li>Build strong links from outside </li></ul><ul><li>Measure volume and value </li></ul><ul><li>Remember Universal Search </li></ul><ul><li>Optimize frequent and relevant search terms </li></ul>
  14. 14. Kevin Thiele Email: [email_address] Phone: +441344 393 056