The Future of Search in a Social World

THE FUTURE OF SEARCH IN A SOCIAL WORLD

SEO + Social + PR

Alison Groves Raven Internet Marketing Tools

“THE BEFORE TIMES”

STUFF THOSE KEYWORDS, SON!

I’M GOING TO SUBMIT MY CONTENT TO THE ENTIRE INTERNET!

(No, really, don’t. Seriously, stop. Don’t.)

YEAH...THOSE LINKS ARE RELEVANT. #YOURETHEWORST

JC Penny: http://raven.im/NYTpenney

EVERYBODY HAVE FUN TONIGHT! AND LINK TO EACH OTHER….

WHERE DO I RANK?!

MORE MAIL, PLEASE!!!!

PRESS RELEASES AND

PHONE CALLS! Oh my!

BUT....NOW.....

WHO KNOWS YOU BETTER THAN YOUR FRIENDS?

GOOGLE’S ANIMALS, SHUTTING IT DOWN.

Resource: Animal proof your site

OUR NEW SEARCH REALITY

Y U NOT THE SAME? Y U NOT BE MANIPULATED?

BIRMINGHAM COFFEE SEARCH IN BIRMINGHAM

SEO + SOCIAL + PR = THE “NEW” MARKETING

SEARCH CONTAINS…

• Creating relative content

• Acquiring links (really, mentions), and building relationships with site owners

• Technical website code or markup (schema.org)

Resource: http://schema-creator.org

SOCIAL CONTAINS…

• Listening and sharing

• Relationship building

• Managing both (Community!)

PR CONTAINS…

• Brand storytelling (or content creation)

• Relationship building

• Relationship nurturing (community!)

Relationships are the key to the “new” marketing.

ARE YOU A TRUSTED PERSON? !

IS YOUR STORY RELEVANT?

HOW DO WE GAIN TRUST?(Not this trust fall, I assure you.)

AUTHORSHIPHow Google determines (and trusts!)

that you are an authority.

Resource: raven.im/relauth

Build relevancy. Built trust.

BECOME A THOUGHT

LEADER

HOW DO WE CREATE RELEVANT STORIES?

• Participate in the conversation wherever your audience is

• Pay attention to social media

• Answer every question your audience has, even the ones they don’t know they have.

• Be authentic

BECAUSE YOU’RE AN AUTHORITY…. YOUR CONTENT IS DISCOVERED.

Marcus Sheridan: YouTube

BECAUSE YOUR CONTENT IS GREAT… SOMEONE SHARES IT.

BECAUSE THEY SHARE IT… YOU FIND THEM.

BECAUSE YOU FIND THEM AND BUILD RELATIONSHIP…. THEY BECOME A LIFELONG CUSTOMER,

WORD SPREADS.

BECAUSE WORD SPREADS… THE CYCLE BEGINS AGAIN.

THIS PRODUCT WAS REALLY GOOD....So good in fact, I’m going to take a photo of it and share it with everyone I know. And

maybe even a few I don’t.

TELL YOUR OWN STORY. TELL IT WELL.

PEOPLE WILL SHARE. RELATIONSHIPS WILL BE BUILT.

YOUR PRODUCT WILL BE FOUND.

ALISON GROVES PRODUCT COORDINATOR

RAVEN INTERNET MARKETING TOOLS ALISON@RAVENTOOLS.COM

@RAVENALISON