Improving SEO Rankings with Connected Social & Email Content – INTERACTIVE SESSION (Avery Cohen, Metrist Partners)

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Improving SEO Rankings with Connected Social & Email Content – INTERACTIVE SESSION (Avery Cohen, Metrist Partners)

  1. 1. Traffic Driving Content Strategy: Social Media, Email Marketing and SEO Presented by Avery Cohen Metrist Partners
  2. 2. Your Objectives for the Day? • Ideas for killer campaigns • See how leaders measure campaign results… • and what they do with the metrics • Find ways to inspire stakeholders and teams to new heights • Connect with influencers and consumers
  3. 3. The Currency of Great Campaigns Trust & Relevance Steadfast to your brand promise Connected with your customers Extending across media
  4. 4. COMMANDMENT #1 - YOU SHALL BE EXCELLENT TO ONE ANOTHER and… COMMANDMENT #5 - YOU SHALL NOT MAKE CRITICAL COMMENTS ON OTHER WOMEN’S BODIES. http://www.buzzfeed.com/alyssajayne/how-not-to-use-social-media-101-pgg2
  5. 5. 5 Google’s Brand Promise Social Media Summit Chicago ©2013, Metrist Partners – may not be used without permission Enhance shareholder wealth!
  6. 6. • Keyword Stuffing • Hidden Text • Spider-Only Text • Spun Content • Link Farms • Link Exchanges and Networks • Social Media Spam • Article Sites SEO = Gaming the System? 6©2013, Metrist Partners – may not be used without permission
  7. 7. The Best Content: Trust Signals • Authority: High quality links to your content • Influence: Social media signals -- influencers linking • Authenticity: Keyword phrases on the page and throughout the website
  8. 8. Putting Search into Your Content Plan
  9. 9. SEO: Metrics You Can Use Landing pages Referred visits Search visits Search position reports Branded / non-branded Visit outcomes Including social media follows and email opt-ins
  10. 10. The Role of Email in Great Campaigns • Reaches your most engaged, loyal audience & influencers • Rewards them with value-added calls to action • Can be personalized to match their profile or individual needs and interests
  11. 11. The Role of Email in SEO • Gets people talking about you • Provides feedback on relevance of topics • Can be used to test interest in specific wording
  12. 12. Personalization All bulk email systems are expanding their capabillities Email converging with CRM Requires development of persona-driven content
  13. 13. Email Metrics You Can Use Open rate Click-through rate Visit outcomes Requires tagging Personalization effectiveness
  14. 14. Your content plan Themes & Topics Persona profiles Stories & sharing Metrics & goals
  15. 15. Thank You! Metrist Partners 20 N. Wacker Dr. 12th Floor Chicago, Illinois 60601 312.772.5945 Avery Cohen avery@metrist.com @averycohen http://www.metristpartners.com

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