I know this guy who…

How to use your content to be found and referred

Sonny Cohen

Director of Internet Marketing Strategy

I KNOW THIS GUY WHO…

We do business with people who we know and trust

"Ideas and products and messages and behaviors spread like viruses do."

I KNOW THIS GUY WHO…

SEO & SMM

�Search engine optimization (SEO) and social media marketing (SMM) are interdependent

�Search engines help you become known (found)

�Social media builds trust (leading to objective)

�Social media drives search engine performance

DO BUSINESS WITH PEOPLE

DO BUSINESS WITH PEOPLE

� Branding is about people, not company names

� Companies need to put faces on the brand in order to win acceptance

� People trust other people to introduce them to brands

� Companies have to put their individual employees

out there and let them become brandsSteve Rubel, Edelman PR Digital Director of Insights

What this means to you:

What name is on the corporate email you send?

Are you blog posts signed by real people?

Tweeting by name and/or company veil?

Edelman Trust Barometer 2009 http://www.edelman.com/trust/2009/

ACHIEVE AWARENESS

What this means to you:

Is your website the answer to someone’s question?

Does your web analytic keywords display queries that led to your site?

ACHIEVE AWARENESS

What this means to you:

Are you being found effectively in search?

How does your search performance trend?

Are you being found for what is important to you?

OBTAIN TRUST

What this means to you:

What is your online reputation?

Where are you rated?

Who is talking about you?

I KNOW THIS GUY WHO…

We do business with people who we know and trust

SEO & SMM

�Search engine optimization (SEO) and social media marketing (SMM) are interdependent

Awareness + Trust = Business

SEARCH MARKETING

A brief primer

TRAFFIC SOURCES

�From where does website traffic come?

– Search

– Social Media

SEARCH ENGINE MARKETING MISSION

� “We want our website to be found on search engines”

� (Beware of trick question)

�True? False?

SEARCH ENGINE MARKETING MISSION

�We want:

– Important content pages

– Product pages

– Program pages

– Industries served

– Biographies of key personnel

– Social media content

– To be prominent on search engines

ONLINE MARKETING MISSION

� We Want:

� (Awareness)

– Important website pages (landing pages)

– To be prominent on search engines (SERPS)

� (Trust)

– And for prospective visitors to click through to these important pages (search engine referral = SUCCESS METRIC)

– And for their site visit to achieve some kind of specific and meaningful objective (business case)

KEYWORDS

� Keywords = Words & Phrases• 2 -3 words are commonly searched

• Natural language search is common

• Questions are frequent

� Relevant to your organization

� Actually Searched

� Not Competitive

USE SEARCHED PHRASES

� Research whether people actually search for your keywords

Results pages from www.wordtracker.com

KEYWORD COMPETITION

� Keyword Competition

POPULATE SITE USING KEYWORDS

KEYWORD IDENTIFICATION TOOLS

INBOUND LINKS

https://siteexplorer.search.yahoo.com/

SOCIAL METRICS

KEYWORD EVALUATION

Being Found in Search is about:

�Rich website content

�Language of your targeted visitor

�Well linked

�Social media metrics

But Being Found in Search is Not Enough

SOCIAL MEDIA

Your Trust Network

CONVERSION

� (Trust)

–And for prospective visitors to click through to your important pages (search engine referral = SUCCESS METRIC)

–And for their site visit to achieve some kind of specific and meaningful objective (business case)

TRUST NETWORKS

http://www.edelman.com/trust/2009/

SOCIAL MEDIA LANDSCAPE

Image used with permission. John Jantsch Duct Tape Marketing

VIDEO CONTENT ON SOCIAL NETWORKS

SOCIAL MEDIA METRICS

IMAGE CONTENT ON SOCIAL NETWORK

CASE STUDY

My Roofing Adventure

CASE STUDY

A Roofing Contractor Story

CASE STUDY

� Email

� Flickr

� Facebook

� Twitter

� Blogs (Other)

� Reviews

� Blog

GOING VIRAL

SEARCH ENGINE RESULTS PAGE (SERP)

ROOFING CONTRACTOR RESPONSE

� Fast Pitch! is an active social network for business professionals to connect with friends, colleagues and customers and share contentabout their business.

� Your one-stop source for building your online brand, marketing yourself on the web and simplifying communications with people.

SOCIAL MEDIA MARKETING & SEARCH MARKETING UNITED

�People do business with people who they know and trust

� (People don’t do business with people they don’t know or don’t trust)

�Search marketing will help you be found

�Social marketing will help you be trusted

�Social marketing drives search marketing

I know this guy who…

How to use your content to be found and referred

Sonny Cohen

Director of Internet Marketing Strategy