Vorian Agency - Search Marketing Integration (SMI) Seminar

Search Marketing Integration
Training Seminar
Wednesday 4th
June, 2014 10:00am – 12:00pm

Matt Lynch
• General Manager of Vorian Agency – Delivering integrated online and offline marketing
solutions to business wrestling with how to market in today’s changing environment.
• With over 20 years Information Technology and Online Marketing Experience, primary
speciality being Search Engine Optimisation (SEO), working both within agency and in-
house roles as a digital marketing specialist.
• Enjoys keeping up with the 'bleeding edge' of technology advancements and social media
evolvement to ensure current knowledge in an ever changing landscape, leading to early
adoption and determination of opportunity for marketing enhancement.
• Local, national and international project experience particularly in the field of Travel with
companies such as Trafalgar Tours, The Travel Corporation brand and travel properties,
Stella Travel and Best Flights; Matt has earned a reputation as an online marketing expert
and search evangelist for thoroughness, quality, technical knowledge and success driven
results. Matt's previous role was as the Global Online Marketing Manager for Trafalgar,
coordinating the online marketing efforts with international teams for this global brand.
Your Presenter: Vorian Agency General Manager

Connect with Matt…
LinkedIn: http://au.linkedin.com/in/mattlynchseo
About Me: http://about.me/au.mattlynch
Twitter: https://twitter.com/mattrlynch
Facebook: https://www.facebook.com/mattrlynch
Google+: https://plus.google.com/+MattLynchAU
Pinterest: http://pinterest.com/mattrlynch
Instagram: http://instagram.com/#mattrlynch
FourSquare: https://foursquare.com/mattrlynch
YouTube: https://www.youtube.com/user/aumattlynch
Vimeo: https://vimeo.com/mattrlynch
Vine: https://vine.co/mattlynch
Klout: http://klout.com/#/mattrlynch
Email: matt.lynch@vorian.com.au

Interactive Questions?
During today’s session, you are welcome to tweet
questions to our Vorian Agency Twitter Account
@vorianagency using the hashtag #voriantraining
https://twitter.com/vorianagency

Housekeeping
Before we start, please note the following:
• Exits
• Toilets
• Mobile Phones on Silent
• Question & Answer session at end of the Presentation
• A link to the Presentation Slide Notes and Video will be emailed to you
• Vorian Agency info packs are provided to showcase our service offering
• Vorian staff are available to arrange an appointment or answer specific questions
• Please provide your feedback on today’s seminar on the supplied questionnaire
• Please invite others you may know to register for our free seminar series

In today’s session…
• At first, there was SEO…
• The new SEO – Introducing Search Marketing Integration ‘SMI’
• The Social Salesperson
• Understanding SEO factors
• Social Stickiness
• Increasing your online footprint
• Content Marketing
• Awareness and follower building
• Reputation Management and Social Media
• A look at Facebook & Twitter
• Other Social Media channels
• Efficient Social Media Management
• Campaign Tracking Effectively with Google Analytics
• URL Shorteners
• Social Media and Search Engine - Pay Per Click Advertising

At first, there was SEO…
• If you business can’t be found you don’t get the traffic…
• Search Engine Optimisation (SEO) is the active practice of optimising a web site by
improving internal and external aspects in order to increase the traffic the site
receives from search engines.
• Often referred to as “Organic” or “Natural” Search.
• Considered the more technical part of internet marketing.
• 81% of internet users use search engines to find a website.
• 73% of all online transactions begin with a search engine.
• 87% of users only look at the first page of results.
• 85% of clicks are organic clicks
• Understanding how users search, allows you to target the searcher…
• 90% of online men and 91% of women use search engines.
• 85% of both groups say they found what they were looking for.

Changes in Google's Algorithm
• Google’s mission is to organise the world’s information and make it universally
accessible and useful.
• Of the daily queries on Google, 16% have never been seen before.
• Google’s search engineer, and head of the Web Spam team - Matt Cutts said that
Google’s algorithms change once per day at the least.
• In one year, over 500 algorithm changes take place.
• Instead of focusing SEO strategy to fight against Panda, Penguin, Hummingbird and
other animal-friendly Google changes, strategies need to focus beyond old school
SEO tactics.
• The Penguin update and other tweaks changed the way that search engines interpret
aggressive optimisation. SEO strategies can no longer focus on bulk links. Quality
links trump quantity, but search engines also have a governing factor that restrains
how quickly a site can increase their rank.
• To get Top Google Rankings = user engagement x on-page quality x off-page linking
factors x on-page factors x social signals

The case for SMI
• Changes in Google algorithms have rendered many traditional SEO (Search Engine
Optimisation) practices less effective.
• Search optimisation has been the backbone of Internet Marketing for many years.
• The days of traditional SEO as a distinct, independent discipline are now considered
numbered...
• SEO is fast evolving into a more creative, diverse and finally integrated service that
needs to cooperatively work together.
• 'Social' is something that should be integrated and embraced at every level of the
organisation, and this especially includes sales.
• Social presents many unique opportunities to build relationships, gain insights, and
make sales.
• Optimising your social media strategy for SMI (Search Marketing Integration) means
creating content that's designed to fit in with how customers search for you, then
socialise that content across all your company's social media channels.

The Social Salesperson
• We are seeing the rise of the 'social salesperson', that can enrich the marketing
department's SMI efforts weaving SEO techniques into their day-to-day work.
• Content marketing is fundamental to the success of any organisation that wants to
generate business online.
• Your savvy sales individuals will have unique perspectives on the market, products
features/benefits, and how to solve problems.
• They will be able to identify common customer questions, reservations, and effective
selling points.
• They are ideally placed to help with the creation of content that aligns with every
stage of the sales funnel.
• Content should be monitored of course and vetted before representing the brand
(have a brand guideline or ‘style guide’ is a good start).
• The sheer volume, and quality of content will be beneficial for the business.
• Savvy sales reps can support the business by sharing information via social
communities.
• Retweet company announcements, promoting content, engaging with their
community.
• As the sales rep's social presence grows, so should the brand's, bringing in new
followers and widening your social reach.

The Social Salesperson…
• Ask them to engage with customers, prospects and industry peers on blogs, and
groups (LinkedIn, Facebook, Twitter, Google+) this will help to build relevant links
back into your site.
• Encourage them to attend local meet-up groups or networking events, where they can
'check-in', 'tweet' and post updates.
• Many sites, associations and groups allow the users to post profiles, and links... and
contribute to solid link authority references back to your site.
• Salespeople tend to have larger than normal networks, which can be tapped into and
used for SEO, including LinkedIn, Facebook and Google+
• Colleagues in complementary organisations on LinkedIn, who can be used for guest
blog posts, co-marketing sponsorships, interviews and
other opportunities.
• Keeping up-to-date and informed on the competition,
your sales team are well suited for this role.
• Successful SMI requires the full integration of your
whole organisation.

Does it mean that SEO is dead?
• Every year, somebody proclaims SEO is dead, however SEO is fast evolving into a
more creative, diverse and challenging profession.
• These days, search engines AND consumers want; quality, engagement and social
proof.
• Search engines will measure content quality, brand sentiment and relevance.
• One key element in Google's Penguin update was the inclusion of an organisation's
brand reach as a factor in SERPs.
• The greater your brand popularity, the higher the probability of achieving a first page
position.
• Press releases, interviews and relationships with magazines are a big part of SMI, as
they help PR link building.
• If Google sees it as relevant to a particular query, you will now see images and videos
outranking organic page listings.
• Search engines are increasingly using social signals in their algorithms and
measuring 'brand sentiment' more accurately.

SEO Factors are still required
• Good domain name
• Quality SEO friendly CMS (Content Management System) or choice of <html>
• Quality hosting, preferably on own IP address, with server compression enabled
• Clear of Spam blocks (IP not blacklisted)
• www resolved. Your website without the www doesn't redirect to www. (duplicate
content)
• Lower case, hyphenated, structured URL address strategy
• Well structured, clean <html> code that passes W3C Validation
• Text/html ratio and positioning
• Fast loading page code/design (compressed images)
• Good competitor research and keyword analysis
• Appropriate SEO <title>, <description> meta tags and other appropriate meta data
that search engines understand (Language, doctype, encoding)
• Google/Bing Webmaster Tools verification
• Geo positioning location code (particularly for local search)
• Canonical reference to the primary parent source (prevent duplication)
• Favicon icon image
• RSS feed for the site

SEO Factors are still required…
• Reduced number and quantity of Javascript and CSS files
• ALT tags and descriptions for images, along with good file naming conventions
• Breadcrumb navigation
• Use of only 1 <h1> tag, and appropriate lesser heading levels <h2><h3>
• Well structured footer navigation internal links
• Dynamically coded header navigation with child levels to enable one click traverse of
entire website
• Google analytics code on all pages
• Consider use of embedding Google maps (location lat/long code)
• Local phone number, address, postcode
• Actual well written content on the page (keyword saturation)
• Use of syntax signals; bold, italics, unordered lists
• Customised 404 error page
• Strategy for old pages to have 301 redirects
• Inclusion of the robots.txt file
• Inclusion of the sitemap.xml file(s)
• Avoid use of frames and avoid use of flash (doesn't work on iDevices)
• Oh,… and did I mention – “Good Content”!

Webmaster Tools
• The Search Engines are incorporating Social Signals - BWT (Bing Webmaster Tools)
continues to evolve to include information on the social media accounts associated to
the business website. GWT (Google Webmaster Tools) is yet to follow… but it won’t
be long. GWT does have Author Stats (Google+)

Different types of search
• Twitter, Facebook, Google+, Maps, YouTube, LinkedIn…
• Mobile, leading to immediate engagement (phone calls/maps in transit)
• Voice Search – tied into Google’s new Hummingbird Algorithm change
• 70% of Mobile Searches Lead to Online Action Within an Hour.
• 61% of mobile users call after a local business search.
• 43% of consumers are unlikely to return to a slow-loading mobile site.
• 40% of consumers are going to turn to a competitor's site after a bad mobile
experience.

Add up the user numbers
• Be found not just on Google in search… (Bing, Yahoo!, local search,…)
• Go to where the users are, don't ignore them:
• Facebook
• YouTube
• LinkedIn
• Twitter
• Tumblr
• Instagram
• Pinterest
• Flickr
• Google+

Brand Consistency
• Before we delve into preparing to do business online… research and do the due
diligence, to determine a consistent brand approach (name and logo) to avoid
confusion and conflict to the brand.
• NameChk: http://namechk.com/
• Knowem: http://knowem.com/

Secure Your Name
• Proverb: Failing to plan is planning to fail
• You may not use them today, but secure them for tomorrow!

Style Guide
• Generate a ‘Style Guide’ for your online business
• Research your target demographic to develop your ideal ‘persona’
• Determine your ‘Tone of Voice’, type of language used and how you will come across
• Consistent naming convention for account creation
• Consistent brand approach for use of logo, hero images, fonts and colours
• Prepare business descriptors for use in ‘About’ biographies
• Look to incorporate target keyword strategy throughout

Your Social Media Policy
• To maintain our company's open, honest and transparent approach, and our genuine
personality, we’ve set out a few Guidelines and Policies to follow. They should be read
and followed by all staff, and especially anyone who updates a Social Media profile for
our company.
• Our Social Media objectives
– Have fun. If you enjoy what you do, they will too!
– Respect the audience. Even if their opinions differ.
– Be timely. Social Media is about NOW.
– Know when and what to post. Right message, right time. Be mindful of situations where you need approval
signoff before responding or posting.
– Leave competitors to it. They may talk about us, but the best response is no response.
– Act responsibly. Do us proud and keep it honest. Don’t post negative comments, avoid inflating feedback with
other profiles and importantly never leak confidential business information
• Remember to follow these policies
– Keep it quiet – never discuss company or customer details. This includes subjects like sales figures, customer
details, internal policies, complaints, staff members or incidents.
– Keep it nice – Never refer to our company or others in a way that is defamatory, harassing or indecent.
– Keep it private – Never reference any clients, customers or trade partners without obtaining their permission to
do so.
– Keep it real – Never post online on behalf of the company or competitors (under your own name or anonymously)
unless it’s part of your job role or you’ve been given permission to do so.
– Keep it calm – if you’re in a bad mood, or someone riles you, take a step back and come back to it later.
– And finally, remember to keep it cool – We know you love social media as much as we do, but remember your
social media usage shouldn’t interfere with your job. Usage may be reviewed and monitored by your Manager.

Which Demographics are Social?
• Number of Australian Retailers using Facebook: 53%
• Number of Australian Retailers using Twitter: 46%

Top Twitter Tips
• Does account match business name (matching brand)?
• Do they have a Hero (Header) image (1252x626px 5Mb max size)?
• Have they included Location Information "Bunbury, Western Australia“?
• Have they included their Website URL?
• Do they have a suitable 'About Us' Bio description?

Top Twitter Tips…
• Do they have a custom background design?
• Do they have suitable branding logo (company) or photo (individual)?
• How many Tweets (how active are they?)
• How many Following (who are they connecting to?)
• How many Followers (how many people are connecting to them?)
• Do they use LISTS, if so how many and what about?
• Do they use Favorites?
• Do they use Photos and Videos?
• Do they advertise (in the design, about us, posts) to their other SM accounts
(Facebook, Pinterest etc to cross promote.)?
• Frequency of Tweets (posts)?
• Types of posts (text, photo, video, links)?
• Do they Retweet other users?
• Do they DM (Direct Message) other users? (won't be visible to public)
• Do they use #hashtags within posts?
• Do they use a specific URL shortener?
• Topics of posts?
• Engagement with posts (from users and to others)?

Hashtags #
• Use hashtags (#) to focus tweets on topical keywords, or brand name.
• Regularly post with hashtags.
• Don’t over do the amount of hashtags implemented within a post.
• Keep an eye on trending topics and particular #tags, and blend these into your
RT/posts. Trending topics can be seen on Twitter.
• http://www.hashtags.org/trending-on-twitter/
• Hashtags can be used as keyword links within Twitter, Facebook and Google+

Tweet Length
• Twitter limits Tweet length to 140 characters.
• To encourage Retweeting studies show that the “ideal” character count for a RT is in
the range 70-100 characters.
• To illustrate this, count the characters:
• don_crowther is 12 characters long. Add one for the @ sign. Then add 3 more for RT
and the space which follows it and you have 12+1+3=16.
• So the longest tweet I would ever want to tweet is 140-16=124 characters
• I would suggest that you have a rule of thumb where your character count including
spaces, hashtags and shortened url all adds up to 120 characters maximum.
• The easiest way to manage this is by using a spreadsheet and format a cell to
perform a character count for each post which has the formula =LEN(C3).

Location Search
• Within Twitter you can keyword search by location ‘near’
• Websites like twitterfall.com/ provides access to geo located tweets

10years on – Facebook Tips
• Firstly, ‘Happy 10th
Birthday’ to Facebook.

Facebook Tips…
• Do they use a suitable business name (matching brand)?
• Do they have a custom URL?
• Do they have a Hero image?
• Do they have suitable branding logo, or profile picture?
• How many LIKES?
• How many Talking About?
• How many were here (check-ins)?
• Do they have a suitable 'About Us'?
• Do they use Photos/Video gallery?
• Do they use Events?
• Do they use Notes?
• Do they tie in to their other SM accounts (Twitter, Pinterest ect)?
• Do they use Custom Plugins (newsletter, SM etc)?
• Frequency of posts (to the wall)?
• Types of posts (text, photo, video, links)?
• Topics of posts (competitions, engaging, asking questions)?
• Engagement with posts (from users)?
• Use of TimeLine (do they extend back to inception of business)?

It all starts with Content
• Content Marketing, Social Media and SEO works together for great results…
• Blog posts
• Videos and Podcasts
• Images and Infographics
• Whitepapers
• Webinars
• Slideshows
• Reviews
• Website copy and Product descriptions
• Ebooks
• Digital magazines
• Research reports
• Case studies
• Enewsletters
• ... then syndicate all of this content through your social channels.
• Did you know that making your content font size a bit larger can even impact the
conversion rate?

Do Not Make Misleading Claims
• ACCC – Advertising & Promoting Your Business – Social Media:
– There are no specific or different consumer laws or rules in place for
social media. Consumer protection laws which prohibit businesses from
making false, misleading or deceptive claims about their products or
services have been in place for decades. These laws apply to social
media in the same way they apply to any other marketing or sales
channel.

Repurpose/Reuse Content
• Images/video, there are multiple types of video social media channels where video
can be posted/embedded, likewise with images. Look to reuse this graphic content in
multiple areas.
• Depending on channels repurposed to, adjust the tone of voice of the text to suit.
• Anchor tags/link references variance (avoid duplicate content)

The power of an image
• One Picture is Worth a Thousand Words.
• Dozens of studies and experiments prove that users are more attracted by amateur
pictures that look true-to-life, though they can miss a polished glamorous look.
• As James Chudley put in his guide on using photos to sell:
• Show off your product’s benefits
• Make visitors laugh
• Tell a story and show how to do something (step-by-step guides with pictures
simply rock!)
• Be consistent and professional.
• Infographics are another way of leveraging images.

Efficient Social Media Management - HootSuite
• Did you know you can use HootSuite with many of the popular Social Media channels
to connect with consumers, broadcast, amplify, and monitor conversations?
• Repurpose content across multiple social media channels and coordinate your social
media campaign management from HootSuite.
• Schedule your posts in HootSuite in advance (day and time) upload from a spread
sheet.
• Great for monitoring and listening
• Google Analytics connection
• Canned responses
• Shortened URL
• Get the App!

Effort + time + multiple channels
• Search Marketing Integration is simply creating value through several different online
marketing mediums, and this will consist of the effort to build these and the time
taken to grow.
• Consumers like to educate themselves during the ‘research phase’ first before
subscribing or buying anything.
• Today's online traffic either already knows where they like to shop online or, take their
time getting to know where they would 'eventually' like to buy things online.
• Social Media is the springboard for creating quality content and launching
information.
• Blogging is one of the best delivery mechanisms for SMI, as it includes images,
words, video and social sharing solutions built in.

Optimisation for SMI
Three areas marketers can optimise for a more strategic and holistic approach to
successful internet marketing:
1.Optimise for Discovery – How does your target audience prefer to find information?
Search, Social, Email, Advertising, Word of Mouth. What devices do they use? When are
they most likely to search, socialise or purchase?
2.Optimise for Consumption – What content formats and media types does your
community prefer? Do they like long or short form? Text, images, audio or video?
3.Optimise for Engagement – What messages, topics and contexts motivate your
community to interact, share and convert?

Social Learning
• Apply shared learning's from each channel
• Cross pollination between each channel (share and point between)
• Focus on the strengths on each channel (demographic understanding, delivery time)
• Explain where you are (which channels)! Do this by… social share/follow on
site/EDM/email stationery/off-line opportunities (POS etc.).
• So much effort taken to drive traffic to a business, why not get them to stick
(particularly during their research phase)
• Opportunities to reinforce (confirmation pages, automated emails)
• Provide access to immediate information (Twitter, Facebook, Community?)

Keep Your Site Sticky!
And once you have got the user to your website... Stickiness will keep them there!
•Newsletter subscription feature
•Follow on Facebook, Twitter, LinkedIn, Pinterest...
•Add to Favorites
•Community Section (If suitable)
•Encourage them to engage, and re-engage… give them a reason to do so.
•As with ANY Social Media account and your contact information, you want it to be seen
so that others can discover, follow you and connect.
•Also add the Social Media logos and links to your company profile in your email.
•On your website, “Our Staff” section, have profiles for your team members and include
links to their LinkedIn accounts and other Social Media.
•In your EDMs (Electronic Distribution Marketing – Emails) include both links to your
LinkedIn company/personal page, as well as Social Share options within the content to
encourage viral distribution opportunities.
•Add Social Media news feed plugins to your website to share the content.
•Remarketing…

Behind the Page <html>
• You can include a reference to your Twitter and Facebook social media sites from
within the <html> code of your website using Twitter Card and Facebook Open Graph
metadata markup.
• Twitter Card Validator: https://dev.twitter.com/docs/cards/validation/validator
• Facebook Open Graph Checker: https://developers.facebook.com/tools/debug

New opportunities…
• Hangouts (create video content)
• Real time experience (tweets during an event)
• Apps (iTunes, Google Play, Windows)
• Social check-ins
• Video is fast becoming one of the most influential factors in all aspects of digital
marketing.
• Particularly useful if you are targeting a long-tail query, if the query relates closely
to a visual concept that could be better explained in a video than a blog, you will
most certainly gain a better search position by producing a video.
• A 2010 Forrester study showed that a webpage with a video was 53x more likely
to gain a page one position in the SERPs.
• Viewers of video are 64% more likely to purchase after watching a product video.

Quality Indicators
• +1s
• Likes
• Retweets
• Subscribes
• Votes
• Links
• Shares
• Comments
• Views
• Mentions
• Social signals, trust, recommendations, reviews, content and link references,
relationships with search engines, multiple listings for your business in SERPs
increasing site saturation/footprint
• Social media values such as likes, shares, retweets and +1s, are becoming more
influential in terms of garnering search results.
• Google is interested in rewarding sites that have good social signals.
• Social media injects a valuable human element into the search landscape to balance
out spiders, algorithms and technology.

Reputation Reporting
• Measure and Manage your Social Reputation
• Klout - http://klout.com/home
• Kred - http://kred.com/
• Naymz - http://www.naymz.com/
• PeerIndex - http://www.peerindex.com/
• TrustCloud - https://trustcloud.com/
• Social Mention – http://www.socialmention.com/
• Record monthly your growth in followers, following, LIKES, Tweets
check-ins, people talking about this, engaged users and reach.

Don't forget SEM
• Search Engine Marketing or Pay-Per-Click Advertising
• Start with standard Search Network, Display Network, Remarketing…
• Across Google, then Bing/Yahoo!
• Attach your Google Adwords to your YouTube channel
• Social Media PPC advertising across Facebook and LinkedIn
• ComScore's report suggests that display and video ads can increase brand-related
search queries by 3x.
• A recent Google study suggests there is a strong relationship between ad click-
through rates (CTR) and the presence of an organic listing on the first page results.
• Take the intelligence from SEM campaigns and directly apply to organic strategy.

Facebook PPC• Determine your goal – increase LIKES or drive traffic to your site
• Refine your audience to target:
Location, Town/City, Age, Gender, Interests, Connections, Interested In, Relationship
Status, Languages, Education, Workplaces, More Categories…
• Advert Images are no larger than 110 x 80 pixels and less than 5Mb
• Ad Creative: When creating ad text note that there is a character limit of 25 for the
title and 90 for the Body copy and News Feed Link description. Make certain that the
most relevant keywords are used. Also note that it is okay to push branded messages
and company taglines within the ‘branding campaigns’. However when writing copy
for ‘tactical campaigns’, it would be best to put yourself in the users shoes and write
copy that encourages engagement.
• Create dedicated landing pages for your campaigns, and use conversion tracking.
• Consider using Retargeting via Facebook Exchange (FBX) advertising platform.

Google URL Shortener & Campaign Tracking
• To assist your marketing campaign reporting
and tracking of the efforts of links you post and
measure the effectiveness of your activities,
consider using a consistent URL shortener
such as Google’s goo.gl
• Google Analytics Campaign Link Tagging Tool
is also very useful to create tagged URLs with
campaign and source information that you can
then shorten. The results are then measured
within Google Analytics to show the
effectiveness of different mediums.

Follow-up Questions?
After today’s session, you are welcome to tweet questions
to our Vorian Agency Twitter Account @vorianagency
using the hashtag #voriantraining
https://twitter.com/vorianagency

Keep Connected
After today’s session, please feel free to connect with me if
you have additional questions:
LinkedIn: http://au.linkedin.com/in/mattlynchseo
Don’t forget to follow Vorian Agency on LinkedIn:
http://www.linkedin.com/company/vorian-agency
All of my other Social Media links are available on About.Me:
About.Me: http://about.me/au.mattlynch
Email: matt.lynch@vorian.com.au

Please… invite others
We would like to thank you for your attendance
to today’s seminar on Search Marketing Integration.
• A link to the Presentation Slide Notes and Video will be emailed to you
• Vorian Agency info packs are provided to showcase our eight key business areas
• Vorian staff are available to arrange an appointment to assist your specific needs
• Please provide your feedback and hand-in the supplied questionnaire
• We would love you to join us for drinks at an informal sun-downer, a great opportunity
to network with other businesses, and ask any further questions you may have
• Please invite others you may know to register for our free seminar series and
forward them a copy of today’s seminar email.

Vorian Agency - Search Marketing Integration (SMI) Seminar

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