On Monday, November 7th, Katherine Watier, Ketchum Vice President, Social Media, and Janet Driscoll-Miller, President and CEO of Search Mojo hosted a day-long event, featuring a panel discussion and workshop on SEO and Social Media.
Search+Social Integrated: Best Practices for Applying These Two Powerful Strategies Today
Social media is now a part of our everyday lives. We use it to talk to our friends, family and even our favorite brands. But, have you stopped to think about how the widespread adoption of it is changing search and online marketing in general? Search results are now becoming more personalized to you, and your social media habits have a lot to do with it. Knowing that and learning how to apply to your own online marketing effort is the wave of the future in search and social.
At this session, experts from Ketchum PR and Search Mojo will outline how to create a social media strategy that includes SEO, thus creating an even more effective online marketing strategy. In addition, our experts will provide insights on where they think search will be in the future.
KatherineSeparate teams at GooglePaid does not impact organic listingsOrganic search viewed 100% of the time for 10-15 secOnly 28% see paid search ads, spend 1 sec viewing ads, .5-2% CTR on any one paid ad
Katherine – impact of adding Facebook Like button
KatherineLet's start by talking about users and local. We know that users are looking for information online. In fact, 82% of US Internet users go to search engines first when looking for local information.Now, think about some of the searches you do. A number of them probably have what’s called “local intent.” Let’s say I’m looking for a mechanic. That’s not a local search in and of itself, but when I search for “mechanic,” I’m probably looking for something close to where I am.
Search+Social Integrated: Best Practices for Applying These Two Powerful Strategies Today for DC WEEK
DIGITAL CAPITAL WEEKSEARCH & SOCIALKATHERINE WATIER, VP, SOCIAL MEDIA, KETCHUM PRJANET DRISCOLL MILLER, PRESIDENT AND CEO, SEARCH MOJOMONDAY, NOVEMBER 7, 2011
TOPICS FOR TODAY! Overview of SEO & PPC Search + Social – They are combining! Facebook like button Online Reputation Management Rel = Author Mobile Search Analytics of this stuff Future of Search & Social Key takeaway – What should I do today? 11.07.2011
THE 4 STEP PROGRAM FOR SEO 1. Choose the keyword phrases your audience uses 2. Label site content to match those words 3. Gain inbound links (like votes) Other people link to your content from blogs, social media profiles, other websites Each piece of online content needs its own links 4. Socialize! Social media tactics for inbound links and brand search domination 11.07.20115
SOCIAL CIRCLE http://www.google.com/s2/search/social 11.07.2011
THE ?? AFFECTS OF SEARCH/SOCIALINTEGRATION Brand search results Universal search and strategy to claim your page “Socialized” and personalized search results Strategies to get the social “links” that really matter Trending Topics search results How to coordinate outreach efforts to ride the Google trends 11.07.2011
BRAND SEARCH RESULTS& how to use Universal Search to claim the front page
QUERY DESERVES FRESHNESS (QDF) Around since 2007 Unique to Google Part of the algorithm Determines which topics are hot Examines news, blog stories, social content Examines queries in Google NYTimes article: http://www.nytimes.com/2007/06/03/business/yourmoney/03google.h tm?_r=1 11.07.2011
QUERY DESERVES FRESHNESS (QDF) With QDF, blog posts and social content can outrank traditional websites when content is fresh regarding “hot” topics 11.07.2011
COORDINATING SEARCH & SOCIAL We knew the anniversary of Yuri Gagarin’s first flight into space was around the corner, and we wrote a blog post1 and uploaded a Scribd document2. On the anniversary date, Google created a custom logo. The Russian Space Program Scribd doc had 11,416 total reads!1 90 pageviews to the blog post2 3,158 reads in one month 11.07.2011
EVEN FASTER QDF Launching now Designed to produce more timely results Perfect for blogs QDF on the next level http://insidesearch.blogspot.com/2011/11/giving-you-fresher-more- recent-search.html 11.07.2011
REL=AUTHOR Markup article to designate the author 11.07.2011
IMPLEMENTING REL=AUTHORStep 1: From author name on blog post, link to author page of blog.Add rel=“author” to link.Example: <a href="http://blog.search-mojo.com/author/jmiller/"title="Posts by Janet Driscoll Miller" rel="author"> 11.07.2011
IMPLEMENTING REL=AUTHORStep 2: On author page, create a link to your Google+ profile.Tag the link with rel=“me”.Example: <a rel="me"href="https://plus.google.com/102693940581942420283">Google+</a> 11.07.2011
IMPLEMENTING REL=AUTHORStep 3: On your Google Profile, create a link to your author page ofyour blog. Tag the link with rel=“me” by checking “This page isspecifically about me.”. 11.07.2011
GOOGLE+ AND +1+1 Button +1 is Google’s version of Facebook’s “like” button Will be used soon (some believe already) as a factor in organic rankings Will likely also be integrated into ad quality score in the future Measure +1s in Google Webmaster Tools http://www.google.com/webmasters/+1/button/Google+ Google’s new social network Look to it to replace most of the social circle we just reviewed 11.07.2011
FACEBOOK LIKE BUTTONS REALLY DOINCREASE TRAFFIC 11.07.2011
FUTURE OF SEARCH & SOCIAL Hyper-personalized Metrics and connections are going to matter You need to be authentic and product quality content that is 100% targeted to your audience You need to engage to be found Mobile will be the new desktop – are you ready? 11.07.2011
MOBILE SEARCH Today, nearly 40% of U.S. subscribers regularly browse the web on their mobile phones. By 2013, Google predicts mobile web traffic will surpass PC web traffic. Results: Your mobile website will attract more daily visitors and generate more sales than your desktop site. 11.07.2011
ONLINE CAMPAIGNS NEED GOALSAre the goals of your campaign: Increase impressions across the web? Increase impressions to particular sites/properties? Generate actions on a website or social media property? Change the online discussion? Change online behavior? 11.07.2011
HOW DO YOU MEASURE THOSE GOALS?Behavior How to Measure?Increase impressions across the Tracking search rankings over timeweb? for client’s assets (SEOMoz)Increase impressions to particular # of impressions – measured insites/properties? Google Analytics or social media profileGenerate actions on a website or Goals in Google Analytics, socialsocial media property? media actions (Google Analytics campaign tagging)Change the online discussion? Social media monitoringChange in online behavior? Google search trends/ change in keyword usage 11.07.2011
REVIEW YOUR SOCIAL SHARING DATAAddThis:Scribd.com: Social Sharing in Google Analytics: 11.07.2011 42
KEY TAKEAWAYS Get your social profiles! (especially Scribd) If you don’t have a blog, GET ONE. Expand your social reach and network Put a Facebook Like button (and Google +1 button) on your pages Set up a free mobile landing page If possible, implement schema.org (especially if you’re planning a redesign) Sign up for Google Maps 11.07.2011
LEARN MORE Google Webmaster Central http://www.google.com/webmasters Google Webmaster Tools Bing Webmaster Tools www.bing.com/toolbox/webmaster Google’s Analytics “Guru” http://www.kaushik.net/avinash/ 11.07.2011