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. 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
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
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6. SOCIAL CIRCLE
http://www.google.com/s2/search/social
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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
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11. STRATEGY TO CLAIM THE FIRST PAGE
Your website
Wikipedia
Social Media profiles & updates
News
Video
Books
Q & A sites
Images
Event listings
Shopping
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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
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17. QUERY DESERVES FRESHNESS (QDF)
With QDF, blog
posts and social
content can
outrank
traditional
websites when
content is fresh
regarding “hot”
topics
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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
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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
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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">
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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>
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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.”.
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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
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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?
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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.
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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?
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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
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42. REVIEW YOUR SOCIAL SHARING DATA
AddThis:
Scribd.com: Social Sharing in Google Analytics:
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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
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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/
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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
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
Janet
Katherine
Katherine
Katherine – impact of adding Facebook Like button
KatherineLet'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.