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

WO Strategies
WO Strategies
WO StrategiesDigital Marketing and Social Media Consultant * Internet Marketing Coach * CEO WO Strategies

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.

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

1 of 50
DIGITAL CAPITAL WEEK
SEARCH & SOCIAL


KATHERINE WATIER, VP, SOCIAL MEDIA, KETCHUM PR
JANET DRISCOLL MILLER, PRESIDENT AND CEO, SEARCH MOJO


MONDAY, 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
OVERVIEW
ORGANIC VS. PAID RESULTS




                 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


                                    11.07.2011
5
SOCIAL CIRCLE




      http://www.google.com/s2/search/social

                      11.07.2011

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

  • 1. DIGITAL CAPITAL WEEK SEARCH & SOCIAL KATHERINE WATIER, VP, SOCIAL MEDIA, KETCHUM PR JANET DRISCOLL MILLER, PRESIDENT AND CEO, SEARCH MOJO MONDAY, NOVEMBER 7, 2011
  • 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
  • 4. ORGANIC VS. PAID RESULTS 11.07.2011
  • 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 11.07.2011 5
  • 6. SOCIAL CIRCLE http://www.google.com/s2/search/social 11.07.2011
  • 7. THE ?? AFFECTS OF SEARCH/SOCIAL INTEGRATION  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. BRAND SEARCH RESULTS & how to use Universal Search to claim the front page
  • 10. UNIVERSAL SEARCH 11.07.2011
  • 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. “SOCIALIZED” & PERSONALIZED SEARCH RESULTS How to get those social links
  • 15. TRENDING TOPICS AND SEARCH/SOCIAL
  • 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. 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. QUERY DESERVES FRESHNESS (QDF) 11.07.2011
  • 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 post 2 3,158 reads in one month 11.07.2011
  • 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. REL=AUTHOR  Markup article to designate the author 11.07.2011
  • 22. IMPLEMENTING REL=AUTHOR Step 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. IMPLEMENTING REL=AUTHOR Step 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. IMPLEMENTING REL=AUTHOR Step 3: On your Google Profile, create a link to your author page of your blog. Tag the link with rel=“me” by checking “This page is specifically about me.”. 11.07.2011
  • 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. FACEBOOK LIKE BUTTONS REALLY DO INCREASE TRAFFIC 11.07.2011
  • 28. THE FUTURE OF SEARCH + SOCIAL
  • 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
  • 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. 4X INCREASE IN MOBILE SEARCHES 11.07.2011 32
  • 33. INCREASE IN MOBILE AD SPENDING 11.07.2011
  • 34. MOBILE QUERIES BY INDUSTRY 11.07.2011
  • 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. CONSUMERS: SEEKING SEEK LOCAL INFO ONLINE “Hot” results above come from Google Maps/Places Order a pizza 11.07.2011 3 6
  • 38. ADS PERSONALIZED TO YOU https://www.google.com/dashboard http://www.google.com/ads/preferences 11.07.2011
  • 39. MEASURING THE IMPACT OF SEARCH + SOCIAL
  • 40. ONLINE CAMPAIGNS NEED GOALS Are 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. HOW DO YOU MEASURE THOSE GOALS? Behavior How to Measure? Increase impressions across the Tracking search rankings over time web? for client’s assets (SEOMoz) Increase impressions to particular # of impressions – measured in sites/properties? Google Analytics or social media profile Generate actions on a website or Goals in Google Analytics, social social media property? media actions (Google Analytics campaign tagging) Change the online discussion? Social media monitoring Change in online behavior? Google search trends/ change in keyword usage 11.07.2011
  • 42. REVIEW YOUR SOCIAL SHARING DATA AddThis: Scribd.com: Social Sharing in Google Analytics: 11.07.2011 42
  • 43. MEASURING +1’S 11.07.2011
  • 44. MEASURING +1’S 11.07.2011
  • 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. 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. QUESTIONS/ DISCUSSION 11.07.2011
  • 49. CONTACT Katherine Watier VP, Social Media Ketchum 202-729-8355 Katherine.watier@ketchum.com @kwatier Janet Driscoll Miller President and CEO Search Mojo jmiller@search-mojo.com 434.975.6656 x101 @janetdmiller 11.07.2011
  • 50. REQUEST A SITE AUDIT www.search-mojo.com/dcweekaudit 11.07.2011

Editor's Notes

  1. 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
  2. Janet
  3. Katherine
  4. Katherine
  5. Katherine – impact of adding Facebook Like button
  6. KatherineLet&apos;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.
  7. Katherine