Bits and pieces. Article at State of Search http://www.stateofsearch.com/echo-and-amplify-your-content-the-key-to-integrated-search-marketing/

1. Echo and amplify your
content – The key to
integrated search
marketing /Sara Andersson
Bits and pieces. Article at State of Search
http://www.stateofsearch.com/echo-and-amplify-your-content-the-key-to-integrated-search-marketing/

2. The structures we work
within now are different
and this presents new
opportunities.
The key to integrating search marketing (paid and organic) today
is not only defining weather it should be TV, radio or print and
aligning the communication message, but also take into account
the searchers intent and their social activities.

3. As a company you need to give the searchers access to fresh and responsive
content in order to rank well both in the organic and paid search listings.

4. Search engines need to start
“thinking”
The closest the industry has come to a
“thinking” search engine is the integration of
social conversations with search results. This is
the beginning of a search engine that places
the searchers’ intent and their opinion at the
centre of the ranking criteria.
+1

5. Google’s integration with social media and peoples’ opinions expressed in results from Twitter, Facebook, +1,
Google+ or other social sources, gives the people a voice that influences your rankings.

6. In order to perform, you
need to have happy clients
or at least satisfied ones.
No company is perfect, but you need to provide good answers for explaining a
mess up. Supply good business rules to search marketing and don’t overlook
the fact that the website visitors are your communication channel. Existing and
potential clients and even general visitors all want to have a say. Their opinion
will echo and amplify your content.

7. Listen to what your audience is searching
for and create content based around this.
In this way, you create responsive content that
matches your potential customers needs, rather
than pushed content from the organisation
itself.
Let transparency lead and produce content
that is accessible and fresh so that the
existing and potential clients can form their
opinion and be able to echo and amplify
your messaging.

8. @anderssonsara
Sara is the founder of Search Integration Sweden AB managing both Nordic and European clients with high complexity.
Assignments involve high level strategic search consultancy for Enterprise clients as well as integrated search
marketing work and education programs on a Nordic and European level.