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Miley Cyrus & Silicone Rubber
• SEO vs. SEM
• Search intent
• How search engines work
• Strategy
WHAT WE’LL COVER
SEO vs SEM
SEM – “usually attributed to paid advertising for
keywords and sponsored links”
SEO – “the process of building pages in a
manner that enables the pages to rank highly in
algorithmically determined search results”
- “The Aftermath of SEO’s Death This Summer”, Forbes.com
DISTRIBUTION OF SEARCH INTENT
RELEVANCE AND IMPORTANCE
Search engines are driven by 2 factors, relevance of
content, and importance of content
A CHANGE OF VENUE
In 2013, Miley Cyrus left Disney’s Hollywood Records and
signed with RCA records. But they faced a dilemma:
A NEW IMAGE?
How to transition from her
Disney self...
to her new self ?
BE INTERESTING
Interesting means being talked about
CHANGE THE CONVERSATION
Miley Cyrus’s VMA performance changed the story of who
she was in people’s minds…
BE INTERESTING
…and across the internet
“GREAT ARTISTS STEAL”
WHAT THE HELL IS “TWERKING”?
"Twerking" was an especially powerful edge to Miley
Cyrus's SEO
IT WORKED
As Hannah is forgot as Miley reaches her greatest
popularity ever.
MORE POPULAR THAN HER WORK
Miley is the popular product
Bangerz[46]
MARTHA STEWART!
SMOOTH-ON IS SELLS SILICONE
If you type in "silicone rubber", Smooth on is your second
organic result after Wikipedia's silicone rubber entry.
SMOOTH-ON IS RELEVANT
Their site is insanely relevant.
MARTHA USES SILICONE
Martha Stewart helps generate interest.
SMOOTH-ON IS IMPORTANT
Smooth-on is referenced across the web
BE INTERESTING
Get people talking on and off the web
END
Thank you