Search engine optimization and social media marketing converge for one holistic digital strategy that will work for your brand.

1. The Convergence of
Search and Social
STANDING DOG INTERACTIVE
Mike Wylie – CEO - @MikeWylie
Christopher Miller – VP, Client Services - @TophMiller2

2. About Standing Dog
History
 Founded in 2005
 Based in Dallas, TX
 Office in Houston, TX
 Over 50 employees strong
Recognition/Clients
 Three consecutive Inc. 5000
appearances
 Clients include Marriott Hotels and
Resorts, Omni Hotels and Resorts,
CafePress, Allie Beth Allman, Greystar
Real Estate Management, Knox Dallas,
Medical & Surgical Center of Irving

3. Digital Strategy
A digital strategy is a plan to accomplish and
execute an organization's vision, initiatives,
goals and opportunities with the benefit of
digital tools, technology and marketing.

4. A Digital Strategy should be a living document.

5. The marriage
of search and
social is
causing a
major
strategic shift.

6. Search
Engine
Optimization
+
Social
Media
Optimization
SEO
SMO

7. Soon, more of
your customers
will be
performing
searches on a
mobile device
rather than a
desktop.

8. What’s on the
Agenda?
► History of Search & Social
► Google Changes the Game
► What Does it Mean?
► Local and Personal Search
► Google Authorship
► Facebook and Bing
► Content
► Social Signals
► Key Takeaways

9. Search In The Beginning

10. Social Media

11. …But Microsoft / Bing Share Will Grow
Google Remains on Top
66.70%
17.40%
11.90%
2.70% 1.30%
Google
Microsoft
Yahoo!
Ask Network
AOL, Inc

12. Google
Changes
Everything
The Panda Update
 Devalues Low Quality
Websites
 Increases Visibility for
Websites with:
 Quality Content
 Strong Design
 User Trust
 Stickiness
 Speed

13. Google
Changes
Everything
The Penguin Update
 Devalues Websites with
Spammy Links
 Penalizes Websites with
Keyword-Stuffed Links
 Penalizes Websites that Pay
for Links
 Defined How Advertorials
and Press Releases Should
be Done

14. Local and
Personalized
Search-Google
Search Results are
Personalized and Geared
Toward the User
• Search Engines Are Now
Gearing Results Toward the User
• The More Personalized the
Results, the More Likely the Click
• Google+
• Google+ Authorship
• Google+ Business
• Google+ Local
• Obtain Local Citations
• Consistent NAP Data
• Claim Directory Listings

15. Local and
Personalized
Search-Google
Google+
Google+ Authorship
Google+ Business
Google+ Local
Obtain Local Citations
Consistent NAP Data
Claim Directory Listings

16. Google+ isn’t just a social network. It is a way to
validate and understand relationships and establish
identity on the Web across all Google products.
Google
Authorship
Allows Authors to
Personalize Content
Ties All Content to Google
Authorship Profile
Image and Name Next to
Search Results, which
Increases Click-Through
Rate

17. Local and
Personalized
Search - Bing
Bing Results Tied into
Facebook
Four Paid-Search Results
Dominate the Search Real
Estate
Bing Local Takes Up Second
Most Real Estate
Only Two Traditional Organic
Listings Above the Fold

18. Local and
Personalized
Search - Bing
See What Friends Have “Liked”
Directly in Your Search Results
Allows Direct Posting to
Facebook from Search Results
Below the Fold Includes:
“From Social Networks”
with Twitter Integration from
Local Authors and Relevant
Twitter Accounts

19. • Takes Personalized Results to the
Next Level
• Search Results Based on Friends’
Activities and “Likes”
• Not Intended to Be a Series of
Links Off of the Website
Facebook
Graph Search
Takes Personalized Results
to the Next Level
Search Results Based on
Friends’ Activities and
“Likes”
Not Intended to Be a
Series of Links Off of the
Website

20. What Does It Mean?
 Content is Still King
 Search Engines Feed on Fresh Content
 Quality Content is Shareable Content
 Our Client Used 2013 to Create
Content and Increased Pageviews
92%, Time on Site Increased 28% and
Bounce Rate Decreased 18%

21. Content Promotion
 The Facebook Power Editor
 The Most Powerful Way to Target Your
Audience
 Get Extremely Precise Targeting to Users
Who Actually Match Up with Your
Business Needs
 Custom Audiences Allow Businesses to
Upload Their Customer Database and
Create Look-Alike Audiences to Target
 Promote Fresh Content to Bring
Qualified Visitors to Your Post

22. Using Social Signals

23. Using Social Signals
 By Integrating Quality Website Content
and Social Media, Our Client Has:
 Increased Social Referral Visits by 120%
 Social Now Accounts for 5% of Total Traffic
(1% in 2012)
 Social Referrals are Now Routinely in the
Conversion Funnel
 Gained Thousands of Links from Pinterest,
Shares on Facebook and Retweets on
Twitter
 Quickly Turned Attention to Google +1s
as Platform Evolves

24. It Twerked –
Mentions and
Citations
The More Mentions a Website
gets the More Worthy It Is
Consider What Twerking on MTV Could
Do for Your Brand
► Top of Google’s Hot Searches
► Added 100,000 Instagram Followers
► Added 50,000 Facebook Followers
► 300,000 Twitter Mentions/Minute
► (2nd Most All time After the 2012
Election at 327,452 per minute)
► Coincidentally, Miley Cyrus’ 2nd
Single Dropped the Next Day

25. Key Takeaways
 Evaluate Who is Linking to You and
Who You are Linking to From Your
Website
 Only the Good Inbound Links Survive
 Nofollow Links from Your Website
 Build Local Reviews and Citations
 Use Google +, Bing Local, Yelp, Local
Directories
 Make Sure Your Website has a
Consistent Company Name, Local
Phone Number and Local Address
 Get to know your Customers
 Build Relationships on Facebook,
Google+, Twitter, etc. and Drive
Users Back to Your Website
 Begin Developing and Sharing
Your Content
 Publish Quality Content that
Connects to Your Audience
 Most Importantly, Develop a
Holistic Digital Strategy

26. Thank You!
Questions?
Christopher Miller
P: 214.696.9600 x143
E: chris.miller@standingdog.com