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2011 Presentation Created and Delivered by Jasmine Sandler, President, Agent-cy Online Marketing for the ASM audience and teleconference February 201. The presentation shares how social media is and will continue to affect Search Marketing and how brand marketers must approach this change.
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Integrating Social Media & Search Strategies
The Impact of Social Media On Search
By: Jasmine Sandler, CEO. Agent-cy
Social Media IS NOW &The Future
As an Internet marketing strategy, SEO considers how search engines work and what people search for. Optimizing a website may involve editing its content and HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.Wikipidea on SEO
Search Engine Optimization(the way it is/was?)
•Quality over Quantity
•Re-tweeting relevance
•Facebook Authors
•Blogging|Commenting
•Real Customer Reviews
•Social Bookmarking
How Social Media Affects SEO Today
Matt Cutts, head of Google’s Webspam team:
“Reputation/Quality in Social Media is what is important to Google Search. We’re just to starting to measurethis noise.”
Link Building Strategies become crucial
Blogs = Inbound Link Increase
User Generated Content tagged, voted, shared FB/Twitter/Youtube/LinkedIN
Social BookMarking - News
SEO + Social Media =
New Search
Facebook, Twitter, Linked In, Youtube…feed search
Rise in Social Media On-site Search
Real-Time Search(GOOGLE) and Social Search (BING) = News Outlets
SEO & SMO Converge
Real-Time Search|Social Search
Search & Social Connection Deepens
As Marketers, we must be holistic
SEO Programs include Developers, Writers, Video Production, Social Media Experts
SEO & SMO Messaging in sync
SMO Strategy & SEO Strategy work together
Keyword Strategy
What is the Brand Value Prop?What Are We Selling?What Do We Want the Audience to Say about us?What Will We Say About Us?In What (topic) Areas will We Become experts?
• Determine brand perception• Determine Success : Shared
content|Quality followers/friends, Comments | Targeted
Engagement
• B2B vs B2C – Different strategies• Plan frequency , content type,
target characteristics• Create unique brand proposition
• Plan SM buys, viral campaigns
Social Media Strategy
Adapt Keywords in Profile, Info, Job History, Skills
Add URL and keywords to updates
Encourage sharing/re-tweets – be controversial, offer incentives using branded and service/product keywords
Past Web Site Optimization, focus on BLOG as Central System of SMO
Key Points on Using SM for SEO
Blogging Supports SMO & SEO
Page TitlesCategories2-way communication point for all SMTags, Images, Video Anchor TextContentTopicsKeywords
Emarketer 2010 Stats:
• 434% more indexed pages in
google for companies that
blog
• 97% more imbound links from
companies that blog
•55% more website visitors from
companies that blog
Agent-cy Case Study Goals: To create awareness and usage of the video game rating system amongst three parental audiences online
Solution:Agent-cy Online PR Program including SMO &SEOSite-Side SEOCreate and deliver ongoing web-specific content on related topic and place on leading parent audience sitesDevelop segmented messaging by sub-audienceEngage users to share and comment on content in social media
Results: 1.5M views of interactive game search widget across social sites in under 6 months 25M+ aware parents brand visibility Social Media Success: 2,000+ FB, 760+TwitterPR 7/10#1 “Video Game Ratings” Google
Contact Us
Jasmine Sandler, CMOAgent-cy
708 3rd Avenue, 6th FloorNew York, NY 10017
Phone: 212-209-3975 Fax: (407) 210-4613
www.jasminesandler.comwww.linkedin.com/onlinebranding
http://www.agent-cy.com
References:
Emarketer 2010 study on BlogosphereSERP Report on Google Answer to Social Media and SearchLinked In Answers – Social Media GroupSEOMoz BlogYouTube Video from Matt Cutts/Future of Google Search
