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Search+Social Integrated: Best Practices for Applying These Two Powerful Strategies Today for DC WEEK

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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.

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Search+Social Integrated: Best Practices for Applying These Two Powerful Strategies Today for DC WEEK

  1. 1. DIGITAL CAPITAL WEEKSEARCH & SOCIALKATHERINE WATIER, VP, SOCIAL MEDIA, KETCHUM PRJANET DRISCOLL MILLER, PRESIDENT AND CEO, SEARCH MOJOMONDAY, NOVEMBER 7, 2011
  2. 2. 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
  3. 3. OVERVIEW
  4. 4. ORGANIC VS. PAID RESULTS 11.07.2011
  5. 5. 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
  6. 6. SOCIAL CIRCLE http://www.google.com/s2/search/social 11.07.2011
  7. 7. 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
  8. 8. BRAND SEARCH RESULTS& how to use Universal Search to claim the front page
  9. 9. DOMINATE BRAND RESULTS 11.07.2011
  10. 10. UNIVERSAL SEARCH 11.07.2011
  11. 11. STRATEGY TO CLAIM THE FIRST PAGE Your website Wikipedia Social Media profiles & updates News Video Books Q & A sites Images Event listings Shopping 11.07.2011
  12. 12. “SOCIALIZED” & PERSONALIZEDSEARCH RESULTSHow to get those social links
  13. 13. GOOGLE PERSONALIZED RESULTS 11.07.2011
  14. 14. BING PERSONALIZED RESULTS 11.07.2011
  15. 15. TRENDING TOPICS AND SEARCH/SOCIAL
  16. 16. 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
  17. 17. 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
  18. 18. QUERY DESERVES FRESHNESS (QDF) 11.07.2011
  19. 19. 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
  20. 20. 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
  21. 21. REL=AUTHOR Markup article to designate the author 11.07.2011
  22. 22. 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
  23. 23. 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
  24. 24. 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
  25. 25. BUTTONS AND NETWORKS
  26. 26. 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
  27. 27. FACEBOOK LIKE BUTTONS REALLY DOINCREASE TRAFFIC 11.07.2011
  28. 28. THE FUTURE OF SEARCH + SOCIAL
  29. 29. 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
  30. 30. MOBILE
  31. 31. 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
  32. 32. 4X INCREASE IN MOBILE SEARCHES 11.07.2011 32
  33. 33. INCREASE IN MOBILE AD SPENDING 11.07.2011
  34. 34. MOBILE QUERIES BY INDUSTRY 11.07.2011
  35. 35. CREATE A MOBILE LANDING PAGE Google is defaulting to showing mobile pages in mobile search. http://www.howtogomo.com 11.07.2011 35
  36. 36. CONSUMERS: SEEKING SEEK LOCAL INFOONLINE “Hot” results above come from Google Maps/Places Order a pizza 11.07.2011 3 6
  37. 37. MORE PERSONALIZATION
  38. 38. ADS PERSONALIZED TO YOU https://www.google.com/dashboard http://www.google.com/ads/preferences 11.07.2011
  39. 39. MEASURING THE IMPACT OF SEARCH + SOCIAL
  40. 40. 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
  41. 41. 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
  42. 42. REVIEW YOUR SOCIAL SHARING DATAAddThis:Scribd.com: Social Sharing in Google Analytics: 11.07.2011 42
  43. 43. MEASURING +1’S 11.07.2011
  44. 44. MEASURING +1’S 11.07.2011
  45. 45. FINAL THOUGHTS…
  46. 46. 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
  47. 47. 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
  48. 48. QUESTIONS/ DISCUSSION 11.07.2011
  49. 49. CONTACTKatherine WatierVP, Social MediaKetchum202-729-8355Katherine.watier@ketchum.com@kwatierJanet Driscoll MillerPresident and CEOSearch Mojojmiller@search-mojo.com434.975.6656 x101@janetdmiller 11.07.2011
  50. 50. REQUEST A SITE AUDITwww.search-mojo.com/dcweekaudit 11.07.2011

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