Search & Social 101
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Transcript of Search & Social 101
SEARCH&SOCIAL101AUGUST2011
DefiningSEM
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Search Engine Marketing (SEM) typically refers to pay-per-click search advertisements ran through Google AdWords or Microsoft AdCenter. In reality, SEM involves all acts
associated with researching, submitting and positioning a website in search engine results, including SEO.
Source: www.orbitalmarketing.ca/services.html
PaidSearchEngineResultsonGoogle
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Paid Search Results Paid Search Results
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WhereCanYouAdverGseWithPaidSearch?
Keyword Targeting Contextual Targeting
The Google Network – 70% Share of the Search Market
Image Sources: www.netbooster-agency.co.uk/ www.quinncom.net/
Sear
ch
Part
ners
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WhereCanYouAdverGseWithPaidSearch?
Bing & Yahoo! – 30% Share of the Search Market
Search and Contextual Targeting
YOUCANEFFECTIVELY…• IncreaseWebsiteTraffic
• BuildBrandAwareness
• Drive&TrackE‐CommerceSales
• PromoteaFacebookPage
• MarketaMobileApp
• PromoteaYouTubeChannelorVideo
• ManageBrandReputaHon&CrisisSituaHons
• AndMore!
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REACHSEARCHUSERSTHROUGHTEXT,IMAGE,VIDEO,RICHMEDIAORMOBILEADS
WhyRunaPaidSearchCampaign?
SoThat’sSEM…What’sSEO?
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Search Engine Optimization (SEO): The process of improving the quality and volume of traffic to a website by employing a series of proven techniques to help the website achieve
a higher “organic” ranking with major search engines.
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OrganicSearchResultsonGoogle
Organic Search Results
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WhyIsSEOImportant?
Sources: * - Chitika, Inc. ** - JupiterResearch
• Arecentstudyonsearchbehaviorshowed:
94%ofuserstestedclickedonafirstpagesearchresult.*
Only6%ofusersclickedtothesecondpageofsearchresults.*
The#1rankingresultgarneredaround33%ofthetotalclicks.*
• Aseparatestudyshowedthat39%ofsearchuserslinksearchrankingtocompanyprominence.**
• So,rankinghighlyinsearchresultshasbecomeveryimportantforbothsitetrafficandbrandreputaHon!
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WhatDeterminesOrganicSearchRanking?
• ≈200signalsareconsideredwhenGooglerankssearchresults.*
• Afewofthesignalsmostheavilyweighted:
InboundLinks(linkstoyourwebpage)
Quality,QuanHty,OriginalityandFreshnessofContent
Content’sRelevancytoUser’sSearchQuery
• Socialmediaisbecomingmoreofafactorinsearchranking.
Sources: SearchEnglineLand.com DailyBlogTips.com
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TheIntegraGonofSearch&Social
• TwowaysusersfindinformaHononline:Search&SocialNetworks
• Whenrankingpages,searchenginesnowcountlinkssharedonTwi_er,YouTube,blogs,socialbookmarkingsitesandpublicFacebookpages.
• Searchenginesarealsotryingtotakesocialauthorityintoaccount.
• SocialengagementonlineisalsoimportantinrelaHontosearch:
Socialmediamessagingcontainingkeywordscaninfluencesearchvolumearoundspecificterms.
Whenthemessagingspreads,userswhosearcharethenledtoapageyouopHmizedforthosekeywords.
Image Source: www.madcheapseo.com
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Sharability,Embeddability&SyndicaGon
• Alongwithlinks,socialacHons(i.e.“Likes”,retweetsor+1’sofawebpage)arenoweffecHngsearchresults.
• Tosearchengines:“Likes”,Retweets&Recommenda4ons=Popularity=QualityContent
• So,it’snowveryimportanttomakeiteasyforuserstoshareorrecommendyourcontent.
Addbu_onsorwidgetsallowingfor“Likes”,retweets,+1’sandsocialbookmarking.
ConsidersyndicaHngcontenttoothersitesthroughanRSSfeed(canincreaselinks).
Provideanembedcodeforanyvideosposted,sootherscanreposttotheirsites.
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Sharability–Bing&Facebook
• FromsearchenginetorecommendaHonengine?Social’snowinfluencingwheresearcherswillclick!
• Pages“Liked”byFacebookfriendsaregivenmoreweightonBingandappearfirstinsearchresults.
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Sharability–Google+1
• Similareffect‐Googleisnowshowingresultsthathavebeenfrequently“+1’d”
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SocialMediaOpGmizaGon(SMO)
• Likenormalwebpages,socialmediaproperHescanalsobeopHmized…
Facebook–IncludingkeywordsintheURL,“about”box,“info”tab,photo&videocapHons,eventdescripHons,discussionforumandstatusmessages.
Twi_er–Placingkeywordsinusername,bios,pictures,tweetsand“favorited”tweets.
YouTube–InserHngkeywordsintovideoHtles,descripHons,tags,capHons,transcriptsandcomments.
• Anddon’tforgetaboutengagement!
FacebookpageswithmoreinteracHonandYouTubevideoswithmorecommentsandraHngswillrankhigher.
Image Source: www.optisourceblog.com
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SocialContentOpGmizaGon(SCO)
• SimilartoSEO&SMO,butopHmizingalldigitalassetsinsteadofjustwebtextorsocialmediaembassies.
• SCOincludesopHmizing:
Documents/PDFs
Images
Videos
PressReleases
Blogs
Recipes
AndMore!
• SCOcaninvolvesimplytaggingimageswithkeywordsorcanbemorecomplex(e.g.RestructuringarecipesecHonsoitemsappearinsearchwithrichsnippets).
• SeeEdelmanDigital’sSCOplanoutlinedinthefollowingslide.
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ContentOpGmizaGonPlan
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StructuredData
• Considerstructureddataasawaytoimprovesearchvisibility.
• Thisisawaytomarkuplanguageontheback‐endofyoursitetomakeiteasierforenginestorecognizewhatyourcontent’saboutandprovidehighqualityresults.
• Structureddataisrewardedandgivenhigherpriorityinsearchresults.
• IthasbeenveryimpacmulinimprovingorganicsearchvolumeforcompaniessuchasBestBuy.
• Products,reviewsandrecipescanallbemarked‐uptocreaterichersearchresultsandincreaseorganictraffic.
Recipe and Product rich snippets taken from Google.
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VideoSEO
• Videosnowonenappearatthetopofsearchresults.
• GetaheadofthegamebyopHmizingyourvideos.
• FindkeywordsusingtheYouTubekeywordtool.
• Addthekeywordstoyourscripts,videoHtles,descripHonsandtags,anduploadtranscriptsofthedialogue.
• EngageonthesiteasyouwouldanyothernetworkandencourageraHngs.
• LinktoothervideosorwebsitesinvideodescripHons.
• Chooseagreatthumbnailimagethatwilldrawclicks.
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SEOMeetsTradiGonalMedia
• TryandopHmizepressreleaseswheneverpossible.
• Don’tuseindustryjargon!
• Instead,findhighqualitykeywordsandplacethemintheHtleandbodyoftherelease
• Youcanalsoboldkeywordsorstrategicallyincludetheminlinkanchortext.
• Butdon’tsacrificeitsqualityorreadability!
• LinkbacktoyourwebsiteorsocialmediaproperHesintherelease.
• DrivepeopletosearchforthekeywordsyourpressreleasehasbeenopHmizedforviasocialmedia.
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SEOTips:MakingaSiteSearchEngineFriendly
• Givesearchenginesplentyoftexttocrawlandnotjustimages.
FYI–Textembeddedwithinimagesorlogoscan’tbecrawled!
• AvoidahighadverHsementtocontentraHo.
• TrytoavoidusingfancyfeatureslikeJavascriptandFlashthatsearchenginescanhavetroublecrawling.
• Makesureeachpageislinkedtofromatleastoneotherpageifyouwantitindexedbysearchengines.
• Don’trequireuserstologininordertoaccesscontent.Searchenginescan’tgetpastthatloginpoint,sotheywon’tseethatcontent.
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SEOTips:TakeAdvantageofYourDigitalEcosystem
• Ifyouhavealargenumberofwebsitesandsocialmediaembassies,thenusethemtoyouradvantage!
• MoresitesmeansmoreopportuniHestobuildlinkstodifferentbrandpages.
• Whenappropriate,youcanalsouseallyourdifferentsocialproperHestospreadthemessageaboutaproductorevent.
• TakeadvantageofopportuniHestoincreasevisibilityonsocialnetworks.
(e.g.CompanyXhasFacebookpagesforbrandsA,B&C.BrandAaddsthepagesofBrandBandCtoitspubliclistoffavoritesandviceversa)
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SEOTips:IntegrateSEOEffortsWithPaidSearch
• NeitherapaidsearchnoranSEOapproachisbe_erthantheother.Anintegratedapproachisbest!
• ApaststudydonebyNielsenResearchshoweda32%increaseinclick‐through‐ratewhenabrandappearedhighlyinbothpaidandorganicresults.
• Paidsearchhasmanycomplimentaryadvantages:
Itgivesyouanimmediatepresenceinsearchresults(incaseanewproductlaunchesorthere’sasuddenPRcrisis).
Itletsyoudirectuserstothepageofyourchoice.
DataandkeylearningscanbetakenfrompaidcampaignsandhelpyouprioriHzewheretofocusyourSEO.
Source: www.blizzardinternet.com
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HelpfulSearchTools:GoogleKeywordTool
Find keywords and search volume for brand-related queries
www.adwords.google.com/select/KeywordToolExternal
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HelpfulSearchTools:YouTubeKeywordTool
https://ads.youtube.com/keyword_tool
Find keywords for video SEO and ideas for new content
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HelpfulSearchTools:OpenSiteExplorer
www.opensiteexplorer.org
Quickly see how many links you have to your site and who is
linking to you
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SEOChecklist
Isyourcontentindexable?(i.e.IsitinHTMLformatandiseverypagelinkedto?)
Isthereplentyoftextforsearchenginestocrawlandfigureoutifyourpageisrelevant?
ArekeywordsusedinpageHtles,URLsorinthefirst250wordsofeachpage’scontent?
AreallpossiblelinkingopportuniHesbeingtakenadvantageof?
Doawwwandnon‐wwwversionofyoursitebothexist?(Checkforduplicatecontent)
Areyourassets(videos,imagesorpressreleases)opHmizedforsearchandaretheysharable?
Areyoukeepingsearchinmindwhenengagingonsocialnetworks?AreyourembassiesopHmized?
Cancontentbefurtherdefinedthroughuseofstructureddata?
Haveyouconsideredhowpaidsearchcanhelpyouachieveyourbusinessgoals?
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Glossary
SearchEngineOpGmizaGon(SEO):Theprocessofimprovingthequalityandvolumeoftraffictoawebsitebyemployingaseriesofproventechniquestohelpthewebsiteachieveahigher“organic”rankingwithmajorsearchengines.
SearchEngineMarkeGng(SEM):SearchengineopHmizaHonisjustapartofsearchenginemarkeHngwithinvolvedallactsassociatedwithresearching,submitngandposiHoningawebsiteinsearchengineresults.TypicallySEMreferstopaid,cost‐per‐clicksearchadverHsementslikeGoogleAdWordsads.
OrganicSearchResults:TheunpaidlisHngsinsearchengineresults.ResultsarerankedaccordingtoalargecombinaHonofrelevancyfactorsincludinglinkagedata,originalpagecontent,keywordusageandmanymorefactors.
Crawling:Whensearchenginessearchforpagestoincludeintheirindex.Whenasearchisperformed,searchenginesthencrawlindexedpagesforrelevantcontentandthendeliversearchresults.
Indexing:Anersearchenginescrawlyoursite,theywillindexorstoreyourcontentsotheycanrecallitatalaterHmeandreturnitasasearchresult.Somethingscankeepyourcontentfrombeingindexedsuchasapoorlinkingstructure,non‐HTMLtextthatisinvisibletosearchengineorarequireloginthatenginescannotsurpass.
Keywords:Awordorphrasewhichimpliesacertainmindsetordemandthattargetedprospectsarelikelytosearchfor.
InboundLinks:Linkscomingintoawebsitefromotheronlinesources(powerfulindeterminingwhereapageranksinsearch).
SocialAuthority:Searchenginesnowtakeintoaccountlinkscomingtoasiteviasocialmedia.Theyalsolookattheuser’ssocialauthoritywhichcanincludethingslikenumberoffollowersornumberoftweets.
StructuredData:Structuringyourdatainaspecificwayinordertobe_erexplaintheobjectsonyoursiteinmoredetailtosearchengines.SearchengineshavebandedtogethertocreateSchema.org,asitethatprovideslanguageonhowtomarkupyourwebcontenttomeettheircriteriaandmakeiteasierforthemtoprovidehighqualityresults.