The document discusses how search engine optimization (SEO) has changed and now factors in user behavior, social engagement, and brand preference in addition to traditional "old school" SEO techniques. It notes that Google search results are now affected by how users interact with sites they find in search results, mentions and links on social media, and brand searches. The document provides examples of data points that search engines now monitor related to these new factors and suggests ways for marketers to utilize content, analytics, testing, lead nurturing, search, community building, and mobile strategies to optimize for the new SEO landscape.
Slide deck used in presentation for The Advisory Board members on Friday, January 18, 2013. Chester County Marketing co-founders, Jeff Tincher & Carla Wilson, presented the materials during a 90 minute presentation and Q&A session to a room of over 70 Philadelphia area business owners.
This seminar focuses on helping independent pool retailers understand the tools consumers are using during the shopping experience.
Key Take-aways:
*CBCG offers ways to train and develop sales associates to sell in order to meet consumers’ needs.
*Help retailers learn how consumers are researching brands today
*Teach them how to create sales approaches that turn browsers into buyers and help create brand loyal customers for years to come.
What is digital media an intro for BSSIAMoses Gomes
Presentation on why social media, SEO and PPC essential for SME sector? How SME sector can benefit from digital media marketing?
With so many questions on marketing front, SME sector is really facing with big fraudsters who con them on digital marketing.
This presentation focuses on basic aspects of website, SEO and Social Media, a DIY guide for the industry which can act as ready reckon-er to take those decisions on INTERNET MARKETING.
Further topics include:
- Importance of social media
- Pitfalls of social media
- Web 2.0
- Website meta tags
- Google analytics
- facebook page
- Google+
- Slideshare
- Twitter
- Online listings
and many more, read to know more.
Slide deck used in presentation for The Advisory Board members on Friday, January 18, 2013. Chester County Marketing co-founders, Jeff Tincher & Carla Wilson, presented the materials during a 90 minute presentation and Q&A session to a room of over 70 Philadelphia area business owners.
This seminar focuses on helping independent pool retailers understand the tools consumers are using during the shopping experience.
Key Take-aways:
*CBCG offers ways to train and develop sales associates to sell in order to meet consumers’ needs.
*Help retailers learn how consumers are researching brands today
*Teach them how to create sales approaches that turn browsers into buyers and help create brand loyal customers for years to come.
What is digital media an intro for BSSIAMoses Gomes
Presentation on why social media, SEO and PPC essential for SME sector? How SME sector can benefit from digital media marketing?
With so many questions on marketing front, SME sector is really facing with big fraudsters who con them on digital marketing.
This presentation focuses on basic aspects of website, SEO and Social Media, a DIY guide for the industry which can act as ready reckon-er to take those decisions on INTERNET MARKETING.
Further topics include:
- Importance of social media
- Pitfalls of social media
- Web 2.0
- Website meta tags
- Google analytics
- facebook page
- Google+
- Slideshare
- Twitter
- Online listings
and many more, read to know more.
This is the presentation I gave as a webinar for SmartInsights annual Marketing Priorities BrightTalk summit, 11 January 2013. In it I discuss how B2B marketers need to master the basics before investing time and effort in promotion, driving traffic and building community. The webinar is available on Bright Talk here https://www.brighttalk.com/webcast/8551/63869
The 8th edition of the Social Media Monitoring (SMM) Tools and Services report provides a detailed overview of the SMM tools and services market created through elaborated research and profiling of one hundred seventy three (173) social media tools and services worldwide (social media listening tools, social media monitoring tools, social media management tools, social intelligence tools, social analytics, social media marketing tools, social customer care tools, and social suites), including detailed overview of key product features, product applications, product screenshots, pricing and client information, and product comparison based on the key product features, pricing, and client information.
Whether you are an NGO/NPO or a Digital Marketing agency sending a proposal to your client. Make sure all the above mentioned points are covered within your package to get the maximum output from search and social engines in today's world.
Marketing a Non-profit organization online can drive potential donors to donate on a regular basis. Make sure the purpose of your NGO is strictly maintained and displayed across the website wherever possible.
Digital Marketing is a very important topic in the world of internet. This presentation includes some of the basic things which is useful for a beginner who wants to learn. Do share this presentation and all sort of queries are welcomed.
Content Nirvana for b2b product startupswww.mcoach.in
An introductory guide to strategic content marketing with a focus on audience development through personas and calendar. Highlighting content rules and best practices that will deliver results for b2b startups
Social Media 2010: Competitive Advantage and SurvivalPatsy Stewart
The Salem-Roanoke County Chamber hosts a seminar Social Media 2010: Competitive Advantage and Survival, presented by Entwine Inc. The seminar will focus on changing the mindset of Company Owners and Senior level Executives and educate them on Social Media and how it will impact their business whether they participate or not.
Should Your Company Use Social Media Marketing?Sallie Burnett
Everyone is talking about social media. Your competitors may have launched a blog, Facebook page or Twitter account. What kind of “homework” should you do before you take the plunge into the social media waters?
This is the presentation I gave as a webinar for SmartInsights annual Marketing Priorities BrightTalk summit, 11 January 2013. In it I discuss how B2B marketers need to master the basics before investing time and effort in promotion, driving traffic and building community. The webinar is available on Bright Talk here https://www.brighttalk.com/webcast/8551/63869
The 8th edition of the Social Media Monitoring (SMM) Tools and Services report provides a detailed overview of the SMM tools and services market created through elaborated research and profiling of one hundred seventy three (173) social media tools and services worldwide (social media listening tools, social media monitoring tools, social media management tools, social intelligence tools, social analytics, social media marketing tools, social customer care tools, and social suites), including detailed overview of key product features, product applications, product screenshots, pricing and client information, and product comparison based on the key product features, pricing, and client information.
Whether you are an NGO/NPO or a Digital Marketing agency sending a proposal to your client. Make sure all the above mentioned points are covered within your package to get the maximum output from search and social engines in today's world.
Marketing a Non-profit organization online can drive potential donors to donate on a regular basis. Make sure the purpose of your NGO is strictly maintained and displayed across the website wherever possible.
Digital Marketing is a very important topic in the world of internet. This presentation includes some of the basic things which is useful for a beginner who wants to learn. Do share this presentation and all sort of queries are welcomed.
Content Nirvana for b2b product startupswww.mcoach.in
An introductory guide to strategic content marketing with a focus on audience development through personas and calendar. Highlighting content rules and best practices that will deliver results for b2b startups
Social Media 2010: Competitive Advantage and SurvivalPatsy Stewart
The Salem-Roanoke County Chamber hosts a seminar Social Media 2010: Competitive Advantage and Survival, presented by Entwine Inc. The seminar will focus on changing the mindset of Company Owners and Senior level Executives and educate them on Social Media and how it will impact their business whether they participate or not.
Should Your Company Use Social Media Marketing?Sallie Burnett
Everyone is talking about social media. Your competitors may have launched a blog, Facebook page or Twitter account. What kind of “homework” should you do before you take the plunge into the social media waters?
The First Annual Killer Content Awards recognize organizations that have raised the
bar in content marketing tactics. Winners were formally honored at an awards ceremony
April 24, 2012 in New York City at The Times Center, during DemandGen Report’s B2B Content2Conversion Conference, an industry-first educational and networking event focused on helping B2B marketers develop, map, measure and optimize content marketing strategies.
Social Media Strategies and Tactics for BusinessSweb Development
In order to be successful with your social media efforts, it's important to have a sound strategy in place. Before you tackle the tactics (posting pictures, updating messages, sharing photos) you'll want to focus on why you're entering the social space and the goals you want to achieve.
This presentation will tackle strategy development, various tactics that can work for your business, identifying target markets and engaging with them, along with content creation and developing a process to distribute and and provide value.
Today your online branding is as essential to customer experience as any brick and mortar store or office. Some of the elements will overlap between online and offline, however, there are a lot of things different techniques to use to express your brand. In this slideshare we go over the 3 pillars of online branding, and some differences between B2B and B2C.
Is your digital marketing strategy well defined? There's no denying we are firmly in the digital era and nearly every company needs a solid online presence to grow. This webinar is designed for experienced and new marketers starting out in digital marketing. In this slideshare, you will learn how to plan your digital marketing strategies with an overview on: budgeting, planning, channels, lists and segmentation (CRM), tools and tactics.
Innovating digital, 2019 and beyond - CIM West Yorkshire from Dave ChaffeyDave Chaffey
My presentation for the Chartered Institute of Marketing in Leeds updated to cover Smart Insights RACE planning framework for an April 2019 talk for West Yorkshire CIM members.
Visual Hypercuration InfiniGraph Capabilities 2013 The Content HubInfini Graph
Visual Hypercuratio™ is like an Owned Media Buzzfeed for brands. Content Hubs bring together InfiniGraph's Hypercuration™ with dynamic real-time visual content display on your ecom or blog site going from boring to exciting. Visual Hypercuration™ gives your consumers a reason to share at the same time unique high quality editorial on the same page is the juice Google requires to rank high. Now you have something to keep the customer coming back for more.
Social Media B2B Marketing: Adhesives and Sealants Industry Entwine Inc
Social Media Revolution - Creating value for your B2B business in the Adhesive and Sealant Industry. A presentation by Entwine Inc at the 2010 ASC Conference
Social Media Revolution - Creating value for your B2B business in the Adhesive and Sealant Industry. A presentation by Ira Kaufman and Patsy Stewart with Entwine Inc., at the 2010 ASC Spring Conference.
Presentation to the Greely Business Association MembersKerry Mortimer
Overview of Digital Marketing, Social Media and Website Strategy
as well as a look at the most popular Social Media platforms and managing software. Presented to the Greely Business Association in Ottawa.
Within the last few years Social Media Marketing has continued to grow exponentially. While participating in social media used to be optional, it has now become a key channel for business to engage their consumers in. Connie Bensen explores 8 key areas where brands can harness social media marketing.
How to Develop a Successful Online Marketing StrategySteve Saars
I :: The Basics: What You Need to Do to Market Your Business
Establishing a solid online presence by leveraging core online initiatives (website, eNewsletter, online advertising, SEO)
II :: Social Media: How to Harness the Power of Two-Way Communication
Using online social networking tools to interact with your target audience (Facebook, Twitter, LinkedIn, blogs)
III :: Thought Leadership: How to Stand Out From Your Competitors
Communicating innovative value added information to the your target audiences (eBooks, webinars, blogs)
Digital Key Performance Indicators: Signs of What Exactly?Sonya David
Understanding the importance of Key Performance Indicators and why your digital strategy needs it.How to develop the right KPIs and identify the right metrics for your online campaigns
WEBINAR: ClearEdge Marketing VP of Marketing & Digital Services, Michelle Krier, to Host Webinar with the TechServe Alliance on “Content is the Car, Social Media is the Gas.”
Michelle discusses the strategy behind content creation as well as the importance of selecting the right social media channels, when and how to best position your content so you receive maximum exposure, and finding influencers to help promote your content.
Welcome to the Program Your Destiny course. In this course, we will be learning the technology of personal transformation, neuroassociative conditioning (NAC) as pioneered by Tony Robbins. NAC is used to deprogram negative neuroassociations that are causing approach avoidance and instead reprogram yourself with positive neuroassociations that lead to being approach automatic. In doing so, you change your destiny, moving towards unlocking the hypersocial self within, the true self free from fear and operating from a place of personal power and love.
Program Your Destiny eBook - Destiny University.pdf
The New SEO: User Behavior, Social Engagement and Brand Preference
1. THE NEW SEARCH ENGINE OPTIMIZATION (SEO):
USER BEHAVIOR, SOCIAL ENGAGEMENT
& BRAND PREFERENCE
How to improve your site's search rank
and capitalize on the changing search landscape
Marketing Planning and Analysis Conference
10 February 2012
Mary Mac
Digital Marketer and Strategist
2. 2
“OLD SCHOOL” SEO
Your Google Search Results Were Affected by
• Having a well-built website
• Using converting keywords in the anchor text
(using keyword phrases that convert to action in the
visible, clickable text in a hyperlink)
• Inbound links from authoritative sites
• Other data collected by Google that you may
(or may not) have access to or influence
3. 3
THE NEW SEO
Your Google Search Results Are Now Affected by
• "Old School" SEO
• User behavior
• Brand preference
• Social interaction
4. 4
User Behavior Is Monitored by
• Time spent on site when clicking through from a SERP
• Bounce rate
• Bounce rate back to a SERP
• Use of the “block all results” button on Google SERPs
• Time on site
• Return visits
• Data collected by people searching via the Google toolbar
• Data collected by Google "Street View" cars that can
download browsing data from the wifi signals they pass
5. 5
Brand Preference Is Monitored by
• Brand mentions, shares and links in social media
• Brand mentions and links on trusted sites
• Searches with brand and domain names
6. 6
Social Interaction Is Monitored by
• Number of comments
• Number of “likes”
• Number of tweets
• Number of +1s
• Number of mentions
• Number of shares
7. 7
Digital Marketing Project List
Products / Services that I market
Projects Product 1 Product 2 Product 3
CONTENT
A
T
L
S
C
M
8. 8
USE CONTENT
• To describe service or product benefits -- what problem does
the service or product solve?
• To describe products -- what does the service or product do?
• For product procurement -- how do you buy the product?
• For user success stories
• For industry-related stories
• For blog posts and posts to social media, such as
LinkedIn, Twitter, YouTube and Facebook
9. 9
Digital Marketing Project List
Products / Services that I market
Projects Product 1 Product 2 Product 3
CONTENT
ANALYTICS
T
L
S
C
M
10. 10
USE ANALYTICS
Check Your Analytics for the New SEO
• What are users doing on your site?
• What is your bounce rate? How can you improve it?
• What is the average time spent on site?
• What are the average number of pages viewed per visit?
How can you improve these results?
• What search terms are used to find your site?
• What are the number of mentions of your Brand?
How can this be improved via content?
11. 11
Digital Marketing Project List
Products / Services that I market
Projects Product 1 Product 2 Product 3
CONTENT
ANALYTICS
TESTING
L
S
C
M
12. 12
USE TESTING
What to add to a page to test optimization for the New SEO
• Social sharing icons to articles and to descriptions of services or
products
• Online forum
• Display of tweets or Facebook posts
• Ratings from customers
• Links to customer success stories
• Videos related to products and services
• Sidebar with clicks to top-converting pages on your site
• Reiterate your company name in running text where appropriate
13. 13
Digital Marketing Project List
Products / Services that I market
Projects Product 1 Product 2 Product 3
CONTENT
ANALYTICS
TESTING
LEAD NURTURING
S
C
M
14. 14
USE LEAD NURTURING
• The sales funnel is broken
• Who owns the sales process?
• Sales process is co-managed by Sales and Marketing
• Sales process is owned by the customer
15. 15
USE LEAD NURTURING
“The art of marketing is to make people persuade
themselves that your company is the best for their needs.”
17. 17
USE LEAD NURTURING
How to influence potential buyers
• Intelligent posts as Status Updates on LinkedIn.
• A video posted by a happy customer to your site.
• A useful and concise White Paper written by an industry
analyst that describes the advantages of your product or
service.
• What else?
18. 18
Digital Marketing Project List
Products / Services that I market
Projects Product 1 Product 2 Product 3
CONTENT
ANALYTICS
TESTING
LEAD NURTURING
SEARCH
C
M
19. 19
USE THE NEW SEO
Your Google Search Results Are Affected by
• "Old School" SEO
• User behavior
• Brand preference
• Social Interaction
20. 20
Digital Marketing Project List
Products / Services that I market
Projects Product 1 Product 2 Product 3
CONTENT
ANALYTICS
TESTING
LEAD NURTURING
SEARCH
COMMUNITY
M
21. 21
USE COMMUNITY
Ways to build community
• In your emails, include links to the special interest forums
you have on your site.
• Invite existing customers to join your Facebook page
– give them a reward for doing so.
• Follow everyone who follows your Company Twitter profile.
• Use eCairn, Radian6 or other social monitoring software to
stay aware of communities that discuss your product and
services.
• What else?
22. 22
Digital Marketing Project List
Products / Services that I market
Projects Product 1 Product 2 Product 3
CONTENT
ANALYTICS
TESTING
LEAD NURTURING
SEARCH
COMMUNITY
MOBILE
23. 23
USE MOBILE
• More purchases are made via tablets than via
smartphones.
• Smart marketers send only the most relevant information
to people on their smartphones.
• People like to shop on smartphones and buy in person, or
via tablets or personal computers.
• Each business service and product is different. Marketers
need to test and find out what devices readers are using
-- and base segmenting decisions on that.
24. 24
Mobile Coupons
New options for mobile marketing
• Punchh.com
Mobile coupons for restaurants and other businesses to
give to customers to refer your business and to earn
loyalty points for frequenting your business
• Ifeelgoods.com
Mobile way for a business to reward shoppers with
Facebook credits (to use in Farmville, Mafia Wars, etc.)
when they shop for your services and connect with brands
on Facebook
• SpotZot.com
Mobile platform for "deals" whereby information is sent to
mobile devices based on location and intent
25. 25
Career Potential for
Digital Marketing Strategists
Because digital and social need to be built into corporate
strategy, companies are increasingly adding a Digital Marketing
Strategist to their Board of Directors to help the board make
profitable business decisions regarding the company’s online
presence.
“If a board wants…people who are on top of all the nuances of
digital and the new trends, they’re…going to recruit people in for
whom it may be their first board experience. Their perspective and
ability to provide unique insight will help keep the company as an
influencer in the industry.”
“Digital expertise on the board: An Interview with Dan Rosensweig”
- article from Spencer Stuart Consulting
26. 26
Source Material
The New SEO
http://bit.ly/new-SEO
Panda Short
http://bit.ly/Panda-short
Marketers Look to Integrate Email, Social and Mobile
http://bit.ly/integrated-plan
The B2B Marketing Manifesto
http://bit.ly/B2B-manifesto
Sales Funnel is Broken
http://bit.ly/funnel-broken
Why Sales and Marketing Alignment Really, Really Matters
http://bit.ly/Sales--Marketing
Why SEOs are Finding Themselves Reporting to Content Marketing
http://bit.ly/SEO--content
Silicon Valley Forum
http://bit.ly/SV-Forum
Board of Directors Adding Digital Marketing Strategists to Board
http://bit.ly/BOD-digital
27. 27
Follow the Best Web Strategy
on Twitter: @bestwebstrategy
https://twitter.com/#!/bestwebstrategy
on LinkedIn
http://www.linkedin.com/in/bestwebstrategy
28. THE NEW SEARCH ENGINE OPTIMIZATION (SEO):
USER BEHAVIOR, SOCIAL ENGAGEMENT
& BRAND PREFERENCE
How to improve your site's search rank
and capitalize on the changing search landscape
Marketing Planning and Analysis Conference
10 February 2012
Mary Mac
Digital Marketer and Strategist