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451 Marketing's Vice President of Digital Marketing , Francis Skipper, discusses the importance of social media and search marketing integration.
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Social Search: How to Dominate Digital Shelfspace
Francis Skipper VP of Digital Marketing
617-259-1605
linkedin.com/in/francisskipper
@fskip
www.451Marketing.com
The Way We Find and Consume Information
has Changed
Search engine popularity has increased
4,717,000,000 Per Day
Worldwide, 1,722,071,000,000 searches conducted on Google last year.
(Yes, that’s trillion)
1 Billion Users
500 Million Users
YOUR BRAND
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Social Media Directly Affects Search Results
We Have More Opportunities as Marketers
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You Are NOT a Search Marketer
Search Marketing is a Full-Time Job
Understanding the Basics Can Enhance Your Overall Marketing and Communications
Paid Results
Organic Results
Search Engine Results Page (SERP) Search Query
SEO Has Three Core Components
Content Code Connections
AUTHORITY
external linking
audience sentiment
CONTENT
relevant keywords
unique copy and media
ENGAGEMENT
geo-targeted content
social media interaction
(and the other guys)
Content Quality & Accessibility
Keyword Research & Targeting
Link Building
Social
Quality Content First
Content Quality & Accessibility
Develop a Content Strategy
Keywords are…Key
Content Quality & Accessibility
Keyword Research & Targeting
Keyword Research To get optimal traffic from search engines, need to create content around ht
Keyword Research How can you find the best keywords to include in your content?
Before You: • Consult a keyword tool
• Analyze keyword density
• Rewrite any content
Sit down and perform a Google search.
Keyword Research Analyze SERPS for Your Keywords
• Who is ranking? • What are they doing effectively? • Create a list of competitors • Is your search too broad? • Can you add modifiers?
Keyword Research
Q: For what Google search should you rank #1?
A: “innovative, creative, game-changing”
Q: What do you do/make/sell?
A: “Oh. Full suspension
Mountain Bikes & Accessories”.
“Keyword Research begins by admitting that you may not have all the data” – Totally wise man
Keyword Research
Determining User Intent
Navigational Queries
80%of all Searches
Transactional Queries
Informational Queries
The Long Tail
https://adwords.google.com/o/KeywordTool
Create ads and choose keywords which are related to your business.
www.spyfu.com/
Keyword Tools, SEO, and PPC All-In-One.
www.SEMrush.com
Keyword Tools, SEO, Facebook and PPC All-In-One.
Keyword Research
Keyword Research & Targeting
Link Building
Linking is Essential
Content Quality & Accessibility
Quality Backlinks Essential for Search
Link Review: siteexplorer.search.yahoo.com
Keyword Research & Targeting
Link Building
Content Quality & Accessibility
Social is Your Friend
Social
Social Media
Search Marketing
Make Sharing Easy
Links to social properties on website Share buttons with content
Optimize URLs
Optimize Blogs
Optimize Posts and Updates
Measure Segment social traffic in Google Analytics
Measure: Social Signals
Optimize: Low Hanging Fruit
Social Optimization is an Ongoing Cycle
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Takeaways:
1. Customer Centric Keywords Research keywords and social topics to inspire a social content plan
2. Incorporate SEO Across Platforms Optimize and socialize all content production (and integrate analytics)
3. ABO: Always Be Optimizing Establish organizational and interdepartmental goals. Cross train on SEO, social, and content posting
Content Quality & Accessibility
Keyword Research & Targeting
Link Building
Social
Positive activity on social platforms
Create direct link references to content internally on your site from high quality, reputable,
external sources
Choose keywords that search engine users are likely to use to find your content. Place important
keywords in site content and coding and in external communications (releases, social posts)
Create useful content that will keep visitors coming back for more. Craft high quality user experience (site/platform layout) and ensure accessibility
across devices and search engines
Questions?
• Founded in 2004
• National communications agency based in Boston and representing Los Angeles, New York, San Diego, and Las Vegas
• Managing Partners Nicholas Lowe, AJ Gerritson, and Tom Lee
• Named a 2011 and 2012
About 451 Marketing
The experienced team at 451 Marketing specializes in integrating public relations, social media, and search marketing tactics into dynamic communications campaigns. We work with brands to build awareness, engage customers, and drive business using custom, integrated communications campaigns.
Integrated Communications
Francis Skipper VP of Digital Marketing
617-259-1605
linkedin.com/in/francisskipper
@fskip
www.451Marketing.com
Social Search: How to Dominate Digital Shelfspace