SEO & Social Media Explained

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General presentation on SEO - search engine optimization, social media and how to incorporate those into your business model.

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SEO & Social Media Explained

  1. 1.
  2. 2. Who is TM?<br />Trademark Productions, Inc. is a full service website and software development company.<br />SEOMG, the Search Engine Marketing Group within TM specializes in Search Engine Optimization, Search Engine Marketing and Online Advertising.<br />
  3. 3. Who have we worked with?<br />Website Development E-Commerce Online Marketing Business Plans<br />Consulting Copywriting Database Driven Software <br />
  4. 4. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Search Engine Marketing Benefits<br />Search engines represent a very unique medium, which allows you to precisely target an interested audience.<br />In other media, the audience is looking at something, and your advertisement is a distraction.<br />Searchers are looking for something, and are far more likely to respond to an appropriately targeted offer.<br />
  5. 5. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Search Engine Marketing Options<br />Search Engine Optimization (SEO): Optimizing the content of your website to appear on the free side of search engine results.<br />Pay Per Click (PPC): Cost-Per-Action advertising targeting the “sponsored listings” on search engine results.<br />Blended Strategy / Search Engine Marketing: Utilizing both SEO and PPC to maximize your exposure to search engine users.<br />
  6. 6. What is Pay-Per-Click?<br />Pay per click (PPC) is an advertising technique used on websites, advertising networks, and search engines.<br />Advertisers bid on &quot;keywords&quot; that they believe their target market (people they think would be interested in their offer) would type in the search bar when they are looking for their type of product or service. <br />For example, if an advertiser sells red widgets, he/she would bid on the keyword &quot;red widgets&quot;, hoping a user would type those words in the search bar, see their ad, click on it and buy. These ads are called &quot;sponsored links&quot; or &quot;sponsored ads&quot; and appear next to and sometimes above the natural or organic results on the page. The advertiser pays only when the user clicks on the ad.<br />While many companies exist in this space, Google Ad Words and Yahoo! Search Marketing, which was formerly Overture, are the largest network operators as of 2006. In the spring of 2006, MSN started beta testing their own PPC service, MSN adCenter. <br />Depending on the search engine, minimum prices per click start at US$0.01 (up to US$0.50). Very popular search terms can cost much more on popular engines. <br />Abuse of the pay per click model can result in click fraud.<br />
  7. 7. What is Pay-Per-Click?<br />
  8. 8. Banner / Interactive Advertising<br />
  9. 9. What is Pay-Per-Click?<br />Campaigns can be placed in a number of online sites and broken down to be extremely targeted:<br /><ul><li> Keyword Targeted
  10. 10. Site Targeted
  11. 11. Demographic Targeted
  12. 12. Gender, Age, Income, etc.
  13. 13. Traffic Targeted
  14. 14. Geographic Targeted
  15. 15. Countries & Territories
  16. 16. Regions & Cities
  17. 17. Language Targeted
  18. 18. Topic Targeted
  19. 19. Tennis, Formula One Auto Racing, etc.
  20. 20. Category Targeted
  21. 21. Animals, Auto, Entertainment, Food & Drink, etc.</li></li></ul><li>Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Pay Per Click Advertising - Pros<br />Predictability - maintain control of costs, operate under a fixed or variable budget, adjust investment seasonally.<br />Immediate and predictable results - start advertising today, get traffic today. For the most part, the PPC advertiser can control where their site appears in search results.<br />Geo-targeting: the ability to restrict advertising to local markets, or deliver different ads to different geographic regions.<br />Tracking ROI is relatively easy. Feedback from PPC campaign results drives ROI higher over time, and can even help with SEO strategy.<br />With a well designed site already in place, minimal “on site” changes are required - just add landing pages.<br />
  22. 22. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Pay Per Click Advertising - Cons<br />ROI is heavily dependent on the Website’s ability to convert traffic into sales.<br />Requires an ongoing commitment to measuring, managing, and refining the campaign.<br />Traffic can be brought in immediately, but optimizing and refining a campaign can take months.<br />Depending on the scope of the campaign, developing creatives (ad copy and headlines) can be expensive.<br />PPC may be far more expensive than SEO, although effective PPC campaigns can actually cost less.<br />
  23. 23. SEO / Natural Listings<br />Search engine optimization (SEO) as a subset of search engine marketing seeks to improve the number and quality of visitors to a web site from &quot;natural&quot; (&quot;organic&quot; or &quot;algorithmic&quot;) search results. The quality of visitor traffic can be measured by how often a visitor using a specific keyword leads to a desired conversion action, such as making a purchase or requesting further information. In effect, SEO is marketing by appealing first to machine algorithms to increase search engine relevance and secondly to human visitors. The term SEO can also refer to &quot;search engine optimizers&quot;, an industry of consultants who carry out optimization projects on behalf of clients.<br />A range of strategies and techniques are employed in SEO, including changes to a site&apos;s code (referred to as &quot;on page factors&quot;) and getting links from other sites (referred to as &quot;off page factors&quot;). <br />These techniques include two broad categories: techniques that search engines recommend as part of good design, and those techniques that search engines do not approve of and attempt to minimize the effect of, referred to as spamdexing. Some industry commentators classify these methods, and the practitioners who utilize them, as either &quot;white hat SEO&quot;, or &quot;black hat SEO&quot;.<br />In all, the success of SEO is dependant on how the large search engines see your site useful to their end users who search on specific keywords to find what they are looking for.<br />
  24. 24. SEO / Natural Listings<br />
  25. 25. SEO / Natural Listings<br />
  26. 26. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Search Engine Optimization - Pros<br />Leverage your site’s natural advantages – content, popularity, linking relationships<br />Can deliver substantial benefits at a very low cost, especially for a “content rich” site<br />Requires minimal ongoing activity for most sites<br />Initial investment in SEO can pay off for years to come<br />
  27. 27. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Search Engine Optimization - Cons<br />SEO influences, but does not control, the search engine results - there are no guarantees.<br />Delayed results - after the initial SEO effort, expect to wait at least 2-3 months for significant traffic.<br />Risk of becoming overly dependent on “free” traffic, because results are variable over time.<br />Some modifications to site are required; extent of changes dependent on many factors. A professional SEO consultant can help find the best path to results and ROI.<br />Poorly executed SEO campaigns can lead to search engine penalties and long term harm to the organization’s online presence.<br />
  28. 28. What Users See<br />
  29. 29. What Search Engines See<br />
  30. 30. SEO/SEMProcess<br />Set specific goals – “What are your goals?”<br />Research – Where is / What is the Competition doing?<br />Current Conditions – Is your site SEO friendly?<br />Strategy & Tactics – Create a Game Plan, Implement it<br />Analytics– Track Results, Modify Campaign<br />
  31. 31. It’s not Black Magic<br /><ul><li>Set Goals – “What are they?”
  32. 32. Research – Where is / What is the Competition doing?
  33. 33. Current Conditions – Is your site SEO friendly?
  34. 34. Strategy & Tactics – Create a Game Plan, Implement it
  35. 35. Analytics – Track Results, Modify Campaign</li></li></ul><li>Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Where do I start?<br />Determine if you have the time, patience and can afford doing SEO to your site.<br />Understand your value of time. Sometimes people leave out their actual cost of their time!<br />Be prepared to crawl before you can run. SEO takes time to learn and implement. Results are not overnight!<br />
  36. 36. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Quick SEO Overview for Your Website<br />Let’s get you set-up to review your website. The key is having the best tools at your fingertips!<br />Use Firefox. It is a clean browser and displays websites the way they are meant to be seen. www.mozilla.com/firefox There are versions for Windows and Mac.<br />Once installed go to http:// tools.seobook.com/seo-toolbar and download the Firefox plugin. Install and restart Firefox.<br />If you are a web developer or do play with Dreamweaver at times it would be helpful to install the Web Developer Toolbar. https://addons.mozilla.org/en-US/firefox/addon/60<br />
  37. 37. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Step 1: Where do I rank?<br />Analytics. If you have them great! If not sign-up for Google Analytics – it’s free and powerful.<br />Keywords – list 5 keyword phrases that you feel you should be ranked for. They can be a product or a term. (I like to rank for “Web Design”)<br />Do a search for each keyword in Google. Note the amount of competition for each.<br />List where you are, and where your competitors are.<br />GO!<br />
  38. 38. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Step 2: My results<br />How did things pan out?<br />Are listed where you need to be? Why do you think?<br />What is the title and description say for your listing? What about your competitors? Any bolded words?<br />Is the competition ahead of you? Why do you think?<br />What does you site look like? Does it compare with the competition?<br />Are these even the right keywords?<br />*if you have analytics you can see how your being found already!<br />
  39. 39. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Step 3: Shock and Awe<br />Confused yet?<br />Go to Google and type in the search bar site:www.YOURDOMAINNAME.com<br />How do those results look? How many? Are they similar or different?<br />Now try a competitors domain name. How do you two match up?<br />Go to Yahoo! search bar and type linkdomain:www.YOURDOMAIN.com<br />How do those results look? How many? Are they similar or different?<br />
  40. 40. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Step 4: Understand the Data<br />What the search results say, Site: and LinkDomain:<br />Title Tags & the importance of keyword selection<br />Specific for each page; don’t exceed 60 characters including spaces; readable for humans<br />Meta Description Tags – are they unique, keywords present and written for humans? 150 characters max including spaces!<br />Where are your links coming from?<br />Are they relevant external sites? Are they interior?<br />
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  45. 45. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Step 5: What to do?<br />Come up with keywords that best suit your needs; Google Keyword Tool<br />Pick your battles – how much competition?<br />Plural vs. Singular; Synonyms; alternative wording, lingo and geo-specific terms (pop vs. soda)<br />Make your list; Broad terms, Tough and easily achievable<br />Broad: Car<br />Tough: Chevy Volt<br />Easy: Warren Michigan Chevy Volt Dealer<br />
  46. 46. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Step 6: Title Tags<br />Make sure that your title tag includes your keyword (a greater weighting is given to key phrases at the left of the title tag)<br />A compelling call-to-action might help you get a better click-through rate in Google search engine results pages.<br />Make title tag unique on each page (Google Webmaster Tools can help you detect problems with the title tags)<br />Avoid keyword stuffing in your page title.<br />
  47. 47. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Step 7: Headings (H1, H2, H3)<br />Using your keyword in H1 or H2 has some positive effects on SEO<br />&lt;h1&gt; is the most important heading - use it only once or twice per document and include your keyword there<br />Include different keywords in subheadings within the document<br />Avoid keyword stuffing in any of heading tags<br />
  48. 48. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Step 8: Body Text<br />Make sure that the keyword you are targeting really is in your body text<br />Put main keywords closer to the top of the document<br />Avoid keyword stuffing in body text and don&apos;t hide text through colour by blending text color with background color<br />Avoid too high keyword density (&gt;10%) as it may lead to penalty (use synonyms, related words and LSI (http://en.wikipedia.org/wiki/Latent_semantic_analysis ) words - http://quintura.com/ will help you find them)<br />Pay attention to keyword density<br />
  49. 49. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Step 9: URL / Domain<br />Domain name: If possible, put your main keyword in the domain name<br />For SEO it seems that there is no difference between delimiting words in domain name or writing them together. From marketing standpoint it&apos;s better not to delimit words in domain name with dashes because of word of mouth marketing.<br />URL: Make &quot;user-friendly&quot; urls; put your keywords there and leave out stop words (http://www.ranks.nl/resources/stopwords.html) like &quot;I&quot;, &quot;a&quot;, &quot;an&quot; etc. Also try to avoid special characters like &quot;&&quot;, &quot;?&quot;, &quot;=&quot;, &quot;$&quot;, &quot;%&quot;, &quot;^&quot; in the URL.Avoid keyword stuffing in URLs and try to keep them within a reasonable length.<br />
  50. 50. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Step 10: SiteMap / Robots.txt<br />Sitemap is a file or multiple files that list URLs for a website.<br />It is important to submit your sitemap to Google Webmaster Tools<br />It is important to include a link to sitemap file in your robots.txt file. If you want to put sitemap on different domain you must put a link to it in your robots.txt file. All information about sitemaps - http://www.sitemaps.org/ You can also submit your sitemap to Yahoo! Site Explorer and MSN Live Webmaster Center. If you don&apos;t have a sitemap, try sitemap generators<br />Robots.txt is a file on your site that tells web spiders (like Googlebot) how to behave on your site.<br />Robots.txt should contain a link to your sitemap (for example: Sitemap: http://www.tmprod.com/sitemap.xml) . All information about robots.txt - http://www.robotstxt.org/<br />
  51. 51. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Step 11: Meta Description<br />Make sure that the keyword you are targeting really is in your meta description<br />Create unique meta description for every pagePut your keyword closer to the start of the meta description<br />A compelling call-to-action in meta description might help you get a better click-through rate in Google search engine results pages.<br />Avoid keyword stuffing in meta description<br />Keep the lenght of meta description under 160 characters (15 - 20 words) to make sure that your message isn&apos;t truncated in Google SERPs.<br />Make meta description different from page title (&lt;title&gt;).<br />
  52. 52. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Step 12: Links<br />For internal linking - put nofollow attribute on links to unimportant pages (from SEO standpoint - like &quot;Privacy Policy&quot;, &quot;Contact us&quot; and other pages)<br />Put keywords in anchor texts<br />If link anchor is an image then put anchor text in image&apos;s &quot;alt&quot; attribute<br />Avoid keyword stuffing in anchor texts<br />Avoid using un-related phrases like &quot;click here&quot; or &quot;more...&quot; in anchor texts<br />Linking to similar external sites will help search engines to determine your site&apos;s theme<br />Check your anchor texts and nofollow attributes<br />
  53. 53. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Step 13: Load Time<br />100% Valid code is great but most of the time search engine spiders can process invalid code as well.<br />Using less &lt;table&gt; tags may result in faster page load<br />Having smaller HTML will result in faster page load<br />Avoid broken images on your site as it slows down page load (click on the &quot;Load time&quot; link to get list of broken images on site)<br />Put CSS in external files. If you can combine all CSS information into one file it will make your page load faster<br />Put JavaScript code in external files. If you can combine all JavaScript code information into one file it will make your page load faster<br />If you are using common JS libraries (like jquery, prototype, moo tools and others) use Google Ajax Libraries API<br />
  54. 54. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Step 14: Images<br />Use &quot;alt&quot; texts to describe the image - for accessibility and SEO reasons<br />Don&apos;t overuse &quot;alt&quot; texts, for example, don&apos;t add them to spacer images or layout of images<br />Put keywords in &quot;alt&quot; texts if they make sense in the context<br />You can also use keywords in filenames (write keywords together or seperate them with dashes)<br />Avoid keyword stuffing in &quot;alt&quot; texts or filenames<br />
  55. 55. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Step 15: Other things to consider<br />First Impression – make it SEO friendly but don’t forget the customer!<br />a. Accessibility / Spider ability (no CSS, JavaScript, Cookies)<br />b. Robots.txt<br />c. Crawl Test – Is your site accessible?<br />d. Browse as GoogleBot – (cloaking, can you see the same as a user, Google healthcheck)<br />e. Sitesearch / Brandsearch<br />f. Google cache (is content there, content the same)<br />g. Duplicate content (are you providing confusing info to search engines)<br />h. No www vs. www<br />i. Check all domains (sitedomainip check, multiple sites have the same content on ip) <br />j. URL’s – (structure, length, keyword rich)<br />k. Title Tags (unique ea page, descriptive)<br />l. Content Review (enough content, header tags with key phrases<br />m. Meta tags (stuffing, proper length)<br />n. Redirects (http headers {http://livehttpheaders.mozdev.org/}, non www vs. www)<br />o. Internal Linking – (# of links, anchortext, no vs. do follow, TOS, Privacy)<br />p. Geolocation – (Where is IP, domain, local address, Google Local)<br />q. External Linking – (what looks bad, anchor text, deep linking, look natural, paid links)<br />r. Symantec HTML – (bulky size, crawl rate, alt tags, images, poorly formatted code)<br />
  56. 56. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Why Hire A Professional?<br />Thorough assessment of business needs and current state.<br />SEO professionals can help determine the most cost-effective methods of making needed site modifications.<br />Professional PPC campaign management can greatly increase ROI, and reduce startup costs.<br />Focus: Is search engine marketing really your core business?<br />
  57. 57. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Search Engine Marketing Process<br />Stage 1: Business Assessment<br />Stage 2: Keyword Strategy<br />Stage 3: Pay-Per-Click<br />Stage 4: Website Optimization<br />Stage 5: Link Building<br />Stage 6: Tracking and Refinement<br />
  58. 58. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Business Assessment<br />Key Business Issues<br />Establish Business Goals<br />Identify Key Players<br />Examine Current Metrics<br />Conduct Site Review<br />Keyword Brainstorming<br />
  59. 59. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Keyword Strategy <br />Search Term Discovery<br />Keyword Metrics<br />Assess Relevance<br />Search Term Selection<br />Establish Priorities<br />Determine Methods<br />
  60. 60. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Pay Per Click<br />Initial Keyword Strategy<br />Develop Ad Copy and Headlines<br />Testing Phase<br />Add Negative Matching<br />Add Exact Matching<br />Track and Refine<br />
  61. 61. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Website Optimization<br />Map Keywords to Content<br />Site Structure and Organization<br />Modify Page Templates<br />SEO Copywriting and Rewrites<br />Optimize Internal Links<br />Set Up Tracking System<br />
  62. 62. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Link Building<br />Keyword Strategy Review<br />Directory Submissions<br />Press Releases<br />Link Partnerships<br />Link-Based Advertising<br />Affiliate Program<br />
  63. 63. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Tracking & Refinement<br />For SEO, Begin at 2 months<br />For PPC, From Day 1<br />Identify Key Search Terms<br />Identify Performance Gaps<br />Cost-Benefit Analysis<br />Refine Strategy<br />
  64. 64. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Social Media<br />What are best practices?<br />Which sites to use?<br />Get a game plan! Goals!<br />Set a budget & include time!<br />Track and refine!<br />
  65. 65. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />The Gold Rush of the 21st Century<br />What I am notgoing to talk about in detail:<br />
  66. 66. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />
  67. 67. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Quick Survey<br />• Facebook?<br />• Flickr?<br />• Linked In?<br />• StumbleUpon?<br />• Digg?<br />• Reddit?<br />• Have you ever searched for something on Wikipedia?<br />• Yahoo?<br />• Google?<br />• Do you read blogs?<br />• Do you use a RSS reader like Google or Bloglines?<br />• Have you submitted content to a social network?<br />• Do you or a client of yours do social media marketing?<br />
  68. 68. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />What is Social Media?<br />“Social media describes the online technologies and practices that people use to share content, opinions, insights, experiences, perspectives,<br />and media themselves.”<br />Social media is…<br />Editable<br />Popular<br />Conversation<br />Fast<br />Historical<br />
  69. 69. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />
  70. 70. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Why should you care?<br />With the proliferation of niche sites and communities on the Internet, it’s becoming increasingly important to target long-tail search terms and cast<br />a wide net.<br />…and guess what?<br />Google Cares too!<br />
  71. 71. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />How are Search Engines Changing?<br />• Social Network Endorsements<br />Methods and systems for endorsing search results<br />• Use of Trends and Bursty Topics<br /> System and method for monitoring evolution over time of temporal content<br />• User Distributed Search Results<br /> User Distributed Search Results<br />• Dual Trustrank<br /> Yahoo’s augmented relevance ranking by community participation<br />
  72. 72. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />How? Search Google for Obama!<br />Results return:<br />1. Books<br />2. Official website with “site links”<br />3. Wikipedia<br />4. Senate.gov<br />5. News results<br />6. Senate podcasts<br />7. MySpace<br />8. Snopes (urban legend site with huge community following)<br />9. YouTube videos<br />
  73. 73. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Search Google for “Dramatic Chipmunk”<br />http://www.google.com/search?hl=en&rlz=1B3GGGL_enUS234US234&q=dramatic+chipmunk&btnG=Search <br />Results return…..<br />Embedded You Tube video<br />Wikipedia article<br />3-10. More video and social network results<br />From that came….<br />http://www.youtube.com/watch?v=a1Y73sPHKxw&feature=related<br />
  74. 74. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Social Media Big Players<br />• 14,000,000+ Professionals<br />• 500,000+ Senior Executives<br />• Executives from 498 Fortune 500 companies<br />• 65,000 new Professionals every week<br />• Average Household Income: $130,000+<br />• Average experience level: 15 yrs<br />
  75. 75. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />
  76. 76. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Social Media Big Players<br />Guy Kawasaki’s 11 Ways to Use LinkedIn:<br />1. Increase your visibility.<br />2. Improve your connectability.<br />3. Improve your Google PageRank.<br />4. Enhance your search engine results.<br />5. Perform blind, “reverse,” and company reference checks.<br />6. Increase the relevancy of your job search.<br />7. Make your interview go smoother.<br />8. Gauge the health of a company.<br />9. Gauge the health of an industry.<br />10. Track startups.<br />11. Ask for advice. (LinkedIn Answers)<br />
  77. 77. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Wikipedia<br />More than a third of American adult internet<br />users (36%) consult the citizen-generated<br />online encyclopedia Wikipedia.<br />• Credibility has been called into question.<br />• Regardless, Wikipedia receives top placement on Google and almost 10% of daily Internet users visit the site.<br />
  78. 78. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />
  79. 79. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />
  80. 80. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />How you can use Wikipedia<br />Create unbiased articles about your company, <br />executives and important news stories<br /> &gt; Web site traffic increase<br />• Cross-reference your articles with related articles<br /> &gt; New user discovery<br />• Reputation management<br /> &gt; Subscribe to updates to monitor changes<br /> &gt; Manage photos, links, content, etc.<br />
  81. 81. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />StumbleUpon<br />More than 8.4 million users<br />FireFox Browser Plug-in<br />
  82. 82. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />
  83. 83. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />How you can use StumbleUpon<br />Submit articles, photos and videos<br />Get the Firefox Plug-in<br />Force friends to stumble your articles<br />Join groups<br />Add friends<br />Review friends<br />Grab successful stories and add to digg, reddit and other social networks<br />
  84. 84. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Twitter<br />Marketing Opportunities<br />• Build a company profile<br />• Network with users<br />• Post links to articles (on the social network you want them to action with)<br />• Become an authority in your space / industry<br />• Can be branded – carry a message<br />
  85. 85. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />
  86. 86. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />
  87. 87. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Twitter<br />Rule #1 – Ready, Aim, Fire!<br />Social networks reward early adopters. The rabbit wins every time.<br />The first to the top of the mountain wins. This is why our agency focused on the internet, building web sites and executing online marketing programs back in the late 90’s. We realized back then that the “new media” (totally played-out phrase) is online marketing and SEO would always be a service that has a long term shelf life.<br />
  88. 88. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Twitter<br />Rule #2 – Join in all, participate in a few<br />Get your name before someone else does. http://www.knowem.com<br />While it may be good to have an account in all the networks, it sometimes can sometimes have adverse effects. If prospective customers are searching for you, your company or for your services and one of the network profiles happen to appear in a search result what are the chances that the profile is stagnant or shows that you have not updated for months? Would that be the type of person that I would want to work on my business with?<br />
  89. 89. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Twitter<br />Rule #3 – Personal Brand Optimization<br />Optimize your personal brand, but focus!<br />Continuity is good and a lot of social network profiles are crawled and indexed by Google. PBO everywhere is good but do you have the time? Will every network be beneficial? Attach metrics and see what you are actually getting from each source.<br />
  90. 90. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Twitter<br />Rule #4 – Don’t pitch! Have a conversation<br />I once heard that for every 10 tweets only 1-2 should be about you, your company or sales. I believe that this is a good rule to follow.<br />Have a conversation. Have a goal going in. Modify and sway your conversation to be helpful and rewarding to the reader / friend.<br />
  91. 91. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Twitter<br />Rule #5 – Feed the Animals<br />You have no interest in last Tuesdays’ USA Today.<br />Your networks need content to survive. This needs to be updated regularly and relevant to what is going on. Google loves fresh content and so do your readers!<br />
  92. 92. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Twitter<br />Rule #6 – ROI or Die<br />Share the megaphone and learn when to increase ordecrease your own amplification.<br />Know how much participation you need to make in a social network in order for you to justify adding in in some self promotion. Find relevance in the conversations for your services, products or business ideas. Don’t just blurt it out. Also consider the keywords that you want to be relevant for in search back to you, your company and your website.<br />
  93. 93. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Twitter<br />Rule #7 – Know your ratio<br />You stop playing the slots when the credits are gone.<br />Plan, execute, analyze and repeat. If it is not working you need to change something or it is not going to benefit you.<br />Measure twice – cut once.<br />
  94. 94. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Twitter<br />Rule #8 – Build before you need<br />Plant, nurture and grow your networks before you expect to harvest.<br />Determine if becoming a part of 15 Social Media networks is going to contribute to the overall goal (because you sat and defined all your goals, budget and a time line before you ever  started- right?).<br />
  95. 95. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Twitter<br />Rule #9 – Tools are not tactics<br />Owning a treadmill does not make you thinner. <br />Using the treadmill will.<br />Plan, budget, execute, analyze and repeat.<br />
  96. 96. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Twitter Advanced Search http://search.twitter.com/advanced<br />
  97. 97. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Twitter Advanced SearchChoose a word(s) and select a geo-range from your location – follow conversations or chime in with your expertise and help!<br />
  98. 98. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Twitter Tips<br />Build out your profile – add a picture, custom background and clear contact information<br />Listen for your name, company name, services.<br />Talk to people about their interests<br />Point out interesting in your space – not just about you<br />Share links to neat things in your community<br />Promote employees outside of work stories (Home Depot does this great)<br />Talk about non-business<br />Instead of answering the question, “What are you doing?”, answer the question, “What has your attention?<br />Have more than one twitterer at the company. People can quit. People take vacations. It’s nice to have a variety.<br />
  99. 99. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />More…Twitter Tips<br />Ask questions. Twitter is GREAT for getting opinions. <br />When you DO talk about your stuff, make it useful. Give advice, blog posts, pictures, etc. <br />Share the human side of your company. If you’re bothering to tweet, it means you believe social media has value for human connections. Point us to pictures and other human things. <br />You don’t have to read every tweet. <br />3rd party clients like Tweetdeck and Twhirl make it a lot easier to manage Twitter. <br />Learn quickly to use the URL shortening tools like TinyURL and all the variants. It helps tidy up your tweets. <br />Commenting on others’ tweets, and retweeting what others have posted is a great way to build community. <br />
  100. 100. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Twitter Negatives<br />Twitter takes up valuable time.<br />Twitter takes you away from other productive work. <br />Without a strategy, it’s just typing. <br />Twitter is just for technonerds. <br />Twitter doesn’t replace direct email marketing. <br />Twitter opens the company up to more criticism and griping. <br />There are other ways to do this. <br />
  101. 101. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Twitter Positives<br />Twitter helps one organize great, instant meetups (tweetups).<br />Twitter works swell as an opinion poll. Twitter can help direct people’s attention to good things. <br />Twitter at events helps people build an instant “backchannel.” <br />Twitter breaks news faster than other sources, often (especially if the news impacts online denizens). <br />Twitter gives businesses a glimpse at what status messaging can do for an organization. Remember presence in the 1990s? <br />Twitter brings great minds together, and gives you daily opportunities to learn (if you look for it, and/or if you follow the right folks). <br />Twitter gives your critics a forum, but that means you can study them. Twitter helps with business development, if your prospects are online (mine are). <br />
  102. 102. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Digg<br />Marketing Opportunities<br />Write “linkbait”<br />Have a popular or top user submit your story (or become one!)<br />Network with other Digg users by soliciting diggs from IM,<br />StumbleUpon, Facebook, etc.<br />Watch as subscriptions and traffic increase<br />Track blog posts that mention your article and link to you<br />
  103. 103. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Digg<br />Marketing Opportunities<br />Write “linkbait”<br />Have a popular or top user submit your story (or become one!)<br />Network with other Digg users by soliciting diggs from IM,<br />StumbleUpon, Facebook, etc.<br />Watch as subscriptions and traffic increase<br />Track blog posts that mention your article and link to you<br />
  104. 104. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />
  105. 105. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Digg<br />• TRACKING:<br />Digg Alerter http://www.diggalerts.com/<br />• TRACK FRIENDS:<br />Digg Entourage - http://www.thegooglecache.com/digg-entourage.php<br />• TROUBLESHOOT SUBMISSIONS:<br />Duggback - http://www.duggback.com/<br />• TRACK UPCOMING STORIES:<br />Wheel of Upcoming - http://brian.shaler.name/digg/wheelofupcoming/<br />
  106. 106. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Other SEM Opportunities<br />Yahoo! Answers - http://answers.yahoo.com/<br />Facebook -http://www.facebook.com/login.php<br /> Custom applications<br />Groups<br />Questions<br />Blog Friends<br /> Network with similar interests and employees<br />MySpace<br />Reddit<br />Delicious<br />
  107. 107. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />Other SEM Opportunities<br />Yahoo! Answers - http://answers.yahoo.com/<br />Facebook -http://www.facebook.com/login.php<br /> Custom applications<br />Groups<br />Questions<br />Blog Friends<br /> Network with similar interests and employees<br />MySpace<br />Reddit<br />Delicious<br />
  108. 108. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />More SEM Opportunities<br />Listings for your company OR as an individual<br />Google Local Business Center / Maps / Public Profile Page / Knowl<br />Yahoo! business listing ($299/yr organic listing), Maps<br />Bing Business listing<br />Wikipedia business profile<br />AboutUs.org profile page<br />Local Chamber of Commerce<br />Local municipality sites<br />Local organizations and online directories<br />Some require a site badge or backlink<br />
  109. 109. Online Business Development & Marketing<br />316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307<br />PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com<br />More SEM Opportunities<br />Listings for your company OR as an individual<br />Google Local Business Center / Maps / Public Profile Page / Knowl<br />Yahoo! business listing ($299/yr organic listing), Maps<br />Bing Business listing<br />Wikipedia business profile<br />AboutUs.org profile page<br />Local Chamber of Commerce<br />Local municipality sites<br />Local organizations and online directories<br />Some require a site badge or backlink<br />
  110. 110. Success Pyramid<br />

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