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How does social media affect search engine marketing (SEM), search engine optimization (SEO), and pay-per-click (PPC, paid search)? Stacy Williams of Prominent Placement outlines numerous points of impact that marketers should know about, as well as providing a list of tactical takeaways that the audience can implement. Presentation given at the eMarketing Association's "The Power of eMarketing" conference in Baltimore, MD on Oct. 20 2010.
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Social Media and Its Effects on SEM
The Power of eMarketingBaltimore, MD
October 20, 2010
What I’ll Cover
• How social media affects:• Search engine marketing
• Search engine optimization
• Pay-per-click (paid search)
• When you get back to your desk… (key takeaways)
• Q&AIf you’re a Twitter user, please include
@ProminentPlcmnt and #ema – thank you!
This presentation will be available on my blog, www.SearchAdvisory.net, as well as
www.Slideshare.net/StacyWms
How Social Media AffectsSearch Engine Marketing
• Increased brand searches
• Keyword research
SEM: Keyword Research
Sofabed
Cement truck
Search marketing
Retirement home
Business continuity
Cell phone
Soft drink
Pull-out couch
Concrete mixer
Website optimization
Senior living
Disaster recovery
Mobile phone
Soda pop
SEM: Keyword Research
Source: Business.com & B2B Online’s study of 450 B2B
marketers, 9/21/10
How Social Media AffectsSearch Engine Optimization
• More optimizable content to show up in SERPs
• Search engine reputation management
• Link-building
• Increased organic rankings
• Increased search engine traffic
• Increased conversions from organic traffic
• Searching on social media sites
How Social Media AffectsSearch Engine Optimization
Source: MarketingSherpa’s 2010 Social Media Marketing Benchmark Report, 4/13/10
How Social Media AffectsSearch Engine Optimization
How Social Media AffectsSearch Engine Optimization
SEO: More Content
• Ways social media content can show up in the SERPs:• Regular results: profiles & posts
• Consumer-generated media on your site
• Universal results: videos, photos, music, press releases & more
• Real-time results
• Social Circle (Google), Liked Results (Bing)
Content: Regular Results:Profiles & Posts
Content: Universal Results: Videos, Photos, Music & News (PR)
53x easier to get a video ranked than a website
(maybe!) (Source: Forrester
employee blog)
Content: Real-Time Results
Content: Real-Time Results
Content: Social Circle& Liked Results
Search Engine Reputation Management
SEO: Reputation Management
SEO: Link-Building
•Directly• Profiles
• Posts
•Indirectly• Viral – increased
visibility
• Requested through social media
SEO: IncreasedOrganic Rankings
Source: MarketingSherpa’s 2010 Social Media Marketing Benchmark
Report, 4/13/10
SEO: IncreasedSearch Engine Traffic
Source: Business.com & B2B Online’s study of 450 B2B
marketers, 9/21/10
SEO: Increased Conversions
SEO: Searching OnSocial Media Sites
If you consider YouTube to be a search engine…it’s been the second most-used search engine (after
Google) for the past two years. (comScore)
Source: John Kennedy, Silicon Republic, 5/17/10
SEO: Searching OnSocial Media Sites
People spend 3x more time on Facebook than Google
(Source: Nielsen Online, 10/09)
SEO: Searching OnSocial Media Sites
Twitter:• 160 million
accounts
• 100 million tweets/day
• 370,000 new users/day
(Source, AdAge, 9/27/10)
SEO: Searching OnSocial Media Sites
How Social Media AffectsPay-Per-Click (Paid Search)
• Brand-building
• Higher CTR• Hence, higher quality score
• Dayparting
• PPC on social media sites
PPC: Brand-Building
Relevant SocMed +
PPC
Relevant SocMed +
PPC
Influenced SocMed +
PPC
PPCOnly Influenced SocMed +
PPCPPCOnly
“Relevant” social media = relevant to brand’s category only“Influenced” social media = specific to the brandSource: GroupM Search & comScore, 10/09
PPC: Brand-Building
• Consumers exposed to a brand’s influenced social media and paid search programs are 2.8 times more likely to search for that brand’s products compared to users who saw only paid search.
• Consumers using social media are 1.7 times more likely to search with the intention of making a list of brands or products to consider purchasing compared to the average Internet user.
• Consumers exposed to influenced social and paid search exhibit 223 percent heavier search behavior than consumers exposed to paid alone .
• Fifty percent of social media-exposed searchers search daily for product terms, compared to 33 percent of non-exposed searchers .
• In organic search, consumers searching on brand product terms who have been exposed to a brand’s social marketing campaign are 2.4 times more likely to click on organic links leading to the advertiser’s site than the average user seeing a brand’s paid search ad alone.
Source: GroupM Search & comScore, 10/09
PPC: Higher CTR
PPC: Dayparting
PPC: Direct on Social Sites
c
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When You GetBack to Your Desk
• Monitor online conversations for keyword research as well as reputation management purposes
• Create and optimize social media content• Profiles, posts, CGM if appropriate, videos, photos, music,
press releases, etc.
• Build links pointing to the corporate site wherever possible (and appropriate)• Include keywords in link text when possible, be aware of
“nofollowed” links
• Start building an authoritative reputation on Twitter
When You GetBack to Your Desk
• Search your company and brand names to see what’s showing up in the SERPs• Leverage social media to take up more real estate if needed
• Compare data on the timing of social media engagement with your PPC dayparting
• Test PPC advertising on LinkedIn and Facebook• CTRs will be much lower than search – tailor copy & landing
pages accordingly
When You GetBack to Your Desk
• Measure the impact of social media on your SEM:• Searches for your brand name
• Website traffic from search engines (organic & paid)
• PPC impressions
• PPC clicks
• PPC click-through rate
• PPC quality score
• Conversions from search engine traffic
• Revenue from search engine traffic
• Your big, fat quarterly bonuses for reaching success!
Staying in touch
• “Like” us on Facebook: www.facebook.com/ProminentPlacement
• Follow us on Twitter: @ProminentPlcmnt
• Follow us on LinkedIn: www.linkedin.com/company/148184
• Read our blog (RSS & e-subscriptions available): www.SearchAdvisory.net
• Subscribe to our monthly enewsletter on our site or by emailing me at [email protected]
• View this presentation again on our blog or at www.slideshare.net/StacyWms
See also “Leveraging Social Media for SEO Purposes” for
more tactical tips (06/09)
