Search Marketing: How and Why to Integrate with Social Media

• Form of Internet marketing used to promote websites by increasing visibility

• Tools include: SEO (search

engine optimization)

Paid advertising

What is Search Marketing?

Importance of SEO

What is social media?

Examples: - content communities - social networking sites - blogs, wikis - internet forums, portals - collaborative projects - social bookmarking

A form of online media where people are talking, participating, sharing, networking and bookmarking online.

Importance of Social Media 512,080,060 users

10 million “fans” sign up to commercial “brand pages” every day

Facebook accounts for 25% of all web traffic

• 5 billionth picture uploaded September 20th, 2010

• >3,000 images uploaded to Flickr per minute

SERP = Search Engine Results Page

• List of websites in response to search query• Sponsored listings• Images• Maps• Definitions• News• Videos

Changing Landscape of SERP Pages

3. Google Personalized Search

1. Google Instant• Shows actual search results in real time• Arrive at the right content faster • Localized, instant feedback = better search, easier to navigate

2. Google Suggest

• Sign in to Google• Search results most relevant to you• Follow interesting trends based on web activity

• Autocomplete, helps user frame search query• Collection of phrases and words based on what others have typed into Google• Predicts queries most users would want to see

Changing Landscape: Social SearchSocial Search Search becomes more personal to the user

Integrates content from friends & online contacts to query

“Social” added to Google Images (see friends’ pictures)

“Results from your social circle”

SEO/PR = Public Relations + Search Engine Optimization - Innovative - Combines generating more sales leads, and publicity

by crafting/optimizing press releases and e-zine newsletters

What Is SEO/PR?

Benefits:• Increase website ranking • Increase referrals from search

engines• Position as the subject matter

expert• Catch attention of journalists using

Google and Yahoo as news source• Increase qualified prospects/clients

Building Gentle Giant’s Search Marketing Strategy:

1. Develop/refine keyword strategy

2. Analyze website

3. Create SEO Strategy Document for website

4. Implement site structure; content modifications

5. Refine/implement keyword PPC strategy

6. Allow for Google to crawl website

7. Measure/document rankings

8. Begin external link building strategy

9. Measure/report results

10.Perform ongoing adjustments

11. SEO/PR

Site traffic significantly increased from 8,969 visitors/month to 14,912 three months after campaign launch

Organic search traffic nearly doubled three months after optimization ( 4,609 to 9,769 visits)

Search engine keyword rankings continue to climb; local and broad keywords ranked on first page of Google and Bing

Significant increase from 791 “Request for an Estimate” to 2,497 requests four months later!

Gentle Giant: Results

Who Is 451 Marketing?Founded in February, 2004

Headquartered in Boston with an office in Chicago

A collaboration of 20 industry veterans committed to being best-of-breed public relations, search marketing, and social media specialists

Recently named eMarketer 2009 for the Americas by TRAVELCLICK

Google Adwords certified

We work with and build great brands:

Core Strengths

• Search Engine Optimization (SEO)

• SEO Leveraged Public Relations

• Pay-Per-Click Advertising

• Social Media Marketing

• Social Media Strategy Development

• Web 2.0 Design and Implementation

• PR 2.0 (PR through Social Media)

• Public Relations

Our Team MembersHave represented brands like New Balance, Bank of America, Dunkin’ Donuts,Ralph Lauren - RLX, DestinationWeddings.com, Boston Celtics, RE/MAX, Allstate, SVEDKA, Gentle Giant, Rubbermaid, the Home Entertainment Show, and the Boston Red Sox.

AJ Gerritson, Founding Partner

451 Marketing100 North Washington StreetBoston, MA 02114

617-259-1605 x 204

www.451marketing.com

www.451heat.com

www.Linkedin.com/in/ajgerritson

@ajgerritson