Smc columbus - 7.19.11
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Sites Engaging Branding | Top Technology | Easy Manageability > Sites that perform & convert visitors to customers
Holistic Web Marketing | Organic + Paid + QOV Metrics > Continually-managed, for traffic and conversion
Connect | Convey | Converse With Audiences > Active dialog that creates a bond and advocacy
The Perfect Storm
The Rise of SEO & Social Media
2008
2009
2010
2011
$13.5
$14.7
$16.7
$19.8
Search Engine Marketing Spending in North America, 2007-2013 (billions)
Source: Emarketer.com, Search Engine Marketing Professional Organization (SEMPO), Marketing 2009
2012 $23.1
2013 $26.1
10.9 Billion
Searches Per Month
From which marketing programs are you shifting budget away and moving it to
your search marketing and/or social media programs
Source: Econsultancy Digital Marketers United, State of Search Marketing Report 2011
53%
29%
22%
21%
20%
18%
16%
15%
14% 12%
Search Engine
Brand Site
Online Retailer
Ask Facebook
57%
20%
18%
3%
When researching branded products online prior to purchase, where would you
begin?
Source: Etailing/PowerReviews Social Shopping Survey 2.0, March 2010
Ask Twitter 2%
SEO
Email & Newsletter
Pay-per-click/search
Behavioral Targeting
53%
39%
32%
27%
Most effective online marketing tactics for generating conversations according to
US senior-level marketing executives, February-March 2009
Forbes, 2009 Ad effectiveness Survey, June 1, 2009
Site Sponsorship 14%
Viral Marketing 12%
Ad Networks 10%
Social + SEO
An ideal marketing
marriage
Silo Marketing Is Dead
Stop working your tactics against each other
Use them to help each other
The Basics
of Search
Don’t obsess over every detail
Instead,
understand the basics...
Keywords
Quality content
Backlinks
Where to get started?
Keywords:
adwords.google.com (free) or spyfu.com (not free)
Develop a content strategy
Link Review:
siteexplorer.search.yahoo.com
Use SEO as your foundation
Source: Rand Fishkin for SEO Moz
So, where does social media come in?
How can social media & SEO
support each other?
Fresh Content
Quality Links
Traffic
Site Traffic Spikes
1st Page Ranking for “blender”
Over 8,000
inbound links!
Social pages rank for brand search
Source: Adam Singer – www.thefuturebuzz.com
3 Ways to
Optimize Your Social Media
1. Keyword Integration
Post title
Categories
Body copy
Anchor text links
URLs
Image, video and alt text
Title tags
2. Post great content regularly
3. Link the recent posts to your homepage
4. Consider the “long tail”
Optimized Blogs
Use blogging tools like Innoblogs to
help you and your team create search
engine friendly content
1. Secure vanity URLs on all profiles
2. Link your profiles to your website
3. Use keywords in your URL that you post (Lose the
“http://t.co/6H47Seh” when possible)
Optimized URLs
Now go Google
“candleistric”
1. Use keywords in all titles (Facebook, YouTube, LinkedIn, Flickr, etc.)
2. Use keywords in “About” area across
all social profiles
Optimized Profiles and Updates
Last Thing
5. Data
Write quality
content. Without it, all these tips are a waste.