The New Rules of Google Dominance - Part 2
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This document discusses the importance of building a strong brand across multiple online channels in order to succeed beyond just search engine optimization. It emphasizes that brands must focus on being trustworthy, engaged, established and pervasive by listening to their audiences and sharing great content across email, social media and other forums. It also stresses measuring engagement across channels, understanding audiences, and creating a consistent brand experience in order to dominate search engines by establishing trust and a memorable online presence greater than just search results.
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Victoria Edwards provides a 4 step guide to optimizing blog content: 1) Don't isolate content across platforms, 2) Optimize blogs through sidebars, calls to action, images and author pages, 3) Focus internal efforts by training editorial, IT and social media teams, 4) Promote content aggressively on social media and internally, and 5) Repurpose content across different formats like blogs to eBooks or slideshows to videos to extend reach. The document includes tips for each step and examples of how to implement optimizations and promotions.
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Day 2, session 9, melissa fach
This document provides tips for content marketers to be cunning, smart, aggressive, and develop personality in their strategies. It emphasizes the importance of competitive research, setting attainable goals, knowing your audience, creating trust, testing different content options, focusing on ROI, blogging frequently, and producing unique, high-quality content. The overall message is that content marketing requires strategic planning, creativity, and perseverance to succeed.
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The document summarizes a presentation about Google's dominance and the new rules of search engine optimization (SEO). It discusses how Google now focuses on content quality, design, trustworthiness and speed over traditional SEO techniques. It also notes that search traffic to publishers has dropped by over 30% in the last eight months. Additional topics covered include how users engage with mobile/tablet devices, influencing influencers, brand protection, engagement mistakes to avoid, and how SEO may evolve with schema.org metadata standards.
It Takes a Village to Raise a Cupcake Brand
This document discusses how to build a successful cupcake brand through customer service. It emphasizes showing customers that you care through responsive and proactive communication across various channels. It highlights Foiled Cupcakes' attentive customer service and culture of caring, which led to positive reviews and strong year one sales and client list growth. The key is making customer service and relationships the top priority.
The Art of Being Interested
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Mission Impossible Becoming a Search Marketing Spy
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Social Analytics – What are the KPIs that matter?
Simon Heseltine presented on key performance indicators (KPIs) that matter for social media analytics. Some important engagement metrics included tweets, retweets, comments, likes, followers, and shares. Case studies showed top publishers on Facebook and referral sources from social networks. Additional metrics discussed were timing of posts, post frequency, locations of social shares, conversions from social networks, influence of accounts, follower lifetime value, and on-page comment analytics. Heseltine emphasized finding the metrics that make sense for each organization and testing engagement over time.
Killer KPIs - Turning Data to Dollars
Bill Hunt is an expert in turning data into dollars through keyword analysis and optimization. He discusses several types of key performance indicator (KPI) reports focused on demonstrating the economic value of SEO and paid search efforts, including reports showing millions in cost savings and revenue increases from collaboration between teams. The document provides examples of analyzing keyword data to identify opportunities like underperforming keywords, questions from site search with no results, and quantifying the revenue from recipe search traffic.
Killer KPIs: Turning Data into Gs
Presentation from Annie Cushing (@anniecushing) of Annielytics.com at Interactivity Digital 2013 (www.interactivitydigital.com)
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The New Rules of Google Dominance - Part 2
- 1. Over to Andy
- 2. time is running out! If you don’t have a brand, your Google days are@andybeal
- 3. Your brand is more than just A logo
- 4. Your Brand is... ...the sum of your parts @andybeal
- 5. “Character is like a tree and reputation like a shadow. The shadow is what we think of it; the tree is the real thing.” Abraham Lincoln
- 7. manipulating Google Is no longer enough to ensure success @andybeal
- 8. You must convince + That YOU ARE... @andybeal
- 9. trustworthy
- 10. engaged
- 11. pervasive
- 12. established
- 13. A REAL Brand
- 14. How?
- 15. It all starts with listening...
- 16. @andybeal
- 17. Don’t just jump in... ... and hope for the
- 18. Repair damaged reputation Increase Twitter followers More Facebook Likes Improve search engine traffic Less reliance on Google
- 19. What do you REALLY want? What do YOU want?
- 20. Build your Circles of Influence
- 21. Have consistency in your channel branding BE Congruent @andybeal
- 22. Be Like...
- 24. mcdonald’s
- 25. trackur
- 26. BUT Most of all... Don’t let your channels be void of your presence ...be there!@andybeal
- 28. impress Google by sharing...“Great content” Contest & Sweepstakes Other’s work Company News Industry insights Praise & Reviews
- 29. Be shareable What’s the attention span of each channel’s audience? How do you want them to share? Where do you want them to share? Are you producing content worth
- 31. 2 minutes of Effort 1,500+ social shares 13,000+ Pageviews
- 32. stand out from the crowdAdd video or animation to blog posts Grab your Google+ Authorship Infographics still have legs Use microdata Be Pinnable @andybeal
- 34. Email Lists Forums social networks local eventsImages @andybeal
- 37. dominating Google Means: Building a memorable brand Focusing on the strategy as much as the tactics Providing a brand experience that crosses all channels Sending signals to Google & customers that you’re trusted Being greater than the sum of your brand’s parts @andybeal
- 38. your brand should be like chainmail if a single point fails, it is still strong, flexible and gets the job @andybeal
- 39. Back to Simon