Search Engine Marketing & Social Media Overview

™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved

SEARCH ENGINE OPTIMIZATION

&

SOCIAL MEDIA MANAGMENT

U N D E RSTA N D I N G T H E K E Y E L E M E N T S O F O N L I N E M A R K E T I N G T H AT G E T YO U R

C O M PA N Y F O U N D O N T H E W E B

™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09

Workshop Objectives2

Focus on ORGANIC marketing elements:

o Search Engine Optimization (SEO)- Website Architecture- Content Management- Link Building Strategies

o Video Syndicationo Social Media Optimization (SMO)

You will gain a better understanding of what constitutes effective SEO and how to utilize social media & video to manage consumer interaction & cost effectively build brand awareness.

Keys

Homework

Take Notes

Terminology


About GibSEM Group

o Serve SMB Clientso Internet, Telecom, Real Estate,

MLM, Retailo About Jim Gibson

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ARCC AcquisitionRetention

ConversionCommunity

Areas of Expertise:

o Search Engine Marketing (SEM)o Search Engine Optimization (SEO)o Social Media Optimization (SMO)o Cause Marketingo Online Community Developmento Company/User Reputation Managemento User Generated Content (UGC) Management


Online Marketing 101 4

SEO: Search Engine Optimization strategies and tactics undertakento influence the organic rankings of web pages in the searchengines. Search Engine Optimization involves the 3 steps of SEOincluding site optimization (architecture), content optimizationand link building strategies.

SEM: Search Engine Marketing promote websites by increasingtheir visibility in search engine result pages (SERPs) through theuse of paid placement, contextual advertising, and paid inclusion.

SMO: Social Media Optimization is a viral marketing strategy thatleverages social media sites to personalize communications, buildbrand awareness and drive traffic to your site.


SEO: On-Page Optimization5

o Architectureo Contento Links


SEO: Off Page Optimization6


Popular Traffic Generating Techniques7

o Search Engine Optimization

o Pay Per Click

o Link Building

o Banner Ads

o Article Syndication, Blogging

o Social Networking

o Video Syndication


How Search Engines Find You8

FACT: These 5 methodologies are broadly adopted by Search Engines.

o Crawling the web (slowest)o Page/Site Submission (expedited benefits)o Paid Inclusiono Directed Crawl (XML Sitemap, Feeds)o Incoming Links

Search engine process: Crawling, Indexing & Ranking

Submit your URL to Google, Bing & Yahoo!


The Golden Pyramid9

Architecture

There is no mystery when it comes to marketing your business online.And, there’s no such thing as overnight success!

Keywords

Content Management System

SocialMedia


Website Architecture10

FACT: Your website structure is the foundation of all SEO efforts!

o Site Architectureo URLso Contento Meta Tagso Clean Codeo Text Links (inbound, outbound)o Site Mapso Robots.txt SEO

Evaluate your site structurefor these elements


The 5 Second Rule11

You have 5 seconds to get your website message across to your visitor!

Your Website Must Have:

o Crawl-abilityo Read-abilityo Link-abilityo Use-abilityo Convert-ability


SEO Management Tools12

Set up Google Analytics and Webmasters Tools for your website


Content is King!13

Build content for user 1st – Search Engines 2nd!

o Most important keywords firsto Content must be unique!o Limit repetitive contento 200 words or greater a good targeto Mention keywords 2-3 timeso Keyword density 4% - 12%o Content should be well writteno Limit the use of automated content generatorso No hidden text (spam!)o Keep it fresh!

Evaluate your site content for keyword placement


5 Step Content Development Process14

Competitor Analysis

Keyword Analysis

Develop Content

Who is Your Target Audience?

What do they want/need?

Use of Dynamic Content?

Evaluate/Re-Write/AddNew Content

Create an off-line version of your homepage usingThe 5 step process.


Content: Drive to the Goal!15

Design every page with your goals in mind!


Keywords & Search16

Keywords are the specific terms that people use to search for things on the web. The advantage of keyword marketing lies in the potential to reach the right people at the right time.

SEO Keywords:

Used in meta tags on siteAppear in SE’s organic listings

Pay Per Click Keywords:

Used in paid advertisingAppear in SE’s sponsored listings

Do a search for your keywords to see where you fall in the search engines


Keyword Analysis17

CLIENT: Software CompanyKEYWORD: “Tax Software”GOOD: “Inexpensive Tax Software”BETTER: “Small Business Tax Software for $99”

It’s not the words you use to describe your business rather it’s the words yourCustomers use to describe your business.

The bulk of searches occur in the *Long Tail

* Closest to Purchase Decision!

SEO

PPC


Think Like a Searcher!18

“Tax Software”

“Small business tax software for under $99 “

Using Keyword Research Tools, Make a List of 300 Keyword Phrases That Best Describe Your Business.


The Buying Cycle19

Interest

Gather

ResearchExclude

Purchase

SEOLong Tail Keywords

PPCBranded

Keywords


Meta Tags = On-Page Optimization20

Meta Tags: The words you use to describe your business that you wantthe search engines to use to help people find you online.

o Meta Tagso Title Tagso H1 Tagso Meta Keywordso Meta Descriptiono Alt IMG Tagso Anchor Text

All should contain critical keywords

Look for ways to include important keywords in these areas


Meta Tags21

Go find your site’s Meta Tags and make sure they explain what your business is about

TurboTax Business Software


Links22

Quality vs Quantity!

o All links are not created (or valued) equallyo Links should be descriptive & use keywords!o Use text based links in lieu of graphic button links

…for more information

…find out more about our $99 small business tax software …

Links signal to Search Engines your sites relevance and credibility!

Review Your Site Content For Keyword Rich Link Opportunities


Inbound Links – The Holy Grail!23

LEVEL 1 – Low Hanging Fruito Submit URL to directories (ex.

Yahoo, DMOZ.org, Joeant,Aboutus.org)

o Social Media Sites

LEVEL 2 – Start Writing!o Launch a blogo Article syndication, PR

LEVEL 3 – Relationship Buildingo Network with webmasterso Become a resource for people in your

industry

LEVEL 4 – Become the go to persono Churn out content!o Stake your claim in your area of

expertise

The 4 Levels of Link Building for Success:

Set up a fan page on FaceBook, a company profileon LinkedIn and a YouTube video page.


Blogs - The Centerpiece of Social Media24

Blogs provide your small business with a chance to share your expertise and knowledge with a larger audience.

o Communicate & share ideas directly with customerso Have an ear on the streeto Opportunity to answer critics in a controlled forumo Generates trust with audienceo Drive traffic to your site through keyword rich linkso Increase search engine rankingso Establish writer as industry thought leadero Personalizes company o Cost effective communications channel

Make it a goal to become a Thought Leader by actively contributing to a blog that focuses on your industry


Article Syndication25

Writing articles and submitting them to other sites is a valuable way to drive relevant traffic to your site. Some benefits include:

o Build brand awarenesso Attract visitors to your siteo Increase page rank on SE’s

However, there are some things you need to consider:

o Obsolescenceo Unauthorized modificationso Mirroring problemso Association with spam

Pick a subject related to your industry and write apiece for submission in an article directory


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Use Video To Promote You & Your Business!

Pictures Say A Thousand Words

Videos Say A Billion - Literally!

Video


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If you don’t use video, you are missing out!

30,000 Video’s Uploaded Daily

40,000 Daily

Stand Out From Your Competitors

Reach New Audiences

Show Customers You Are Their Best Choice

Tell Them Your Way

Video


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• Home Page Introduction• About Us• Testimonials• Landing Pages• Product Demonstrations

Video Components

The Video Possibilities Are Endless

• Advertisement

• A Promotion

• Infomercials

• A Mini-Documentary

Video


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“Adding video to my website was one of the best decisions I have ever made. Now visitors to my site can quickly get information that they need in real time. I'm also noticing my website is getting much better placement inGoogle searches since video was added. In today’s marketplace, having video on your website is a must if you want to stay competitive!” – Dr. Michael Kosdon

Video


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Video


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Research Shows People Prefer To Watch Video Then Read About Your Company.

Average Conversion Rate For Text Only Sites - 1%

Average Using Video - 12%

Video


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Stand Out From The Crowd

Get More Business!

Video


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Internet Marketing

Get Opt In Email Subscribers

Video


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• Photo’s, Music, & Text• Add Voice Over• Be On-Camera or Hire A Professional• Use A Teleprompter• Film On Location or Use Green Screen

Make The Video Simple Or Fancy As You’d Like

Video


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Creating High Quality Video Gets You More Viewers

Create Branding – add company website throughout

End with your logo and contact information

Create a way for people to share your video

www.addthis.com

YouTube Share Option

Video


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More People Will Find Your Video if it is Properly Optimized

__________

Video Optimization


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Videos are primarily search based on user-given title, descriptions and tags.

Video Optimization


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1. Use Relevant Tags - Make sure your tags are relevant to your content.

2. Include YouTube Category Tags - This will help pin your video to a category.

3. Use Tag words in the title and description.

4. Match Tags in Title and Description - Use tags as you would primary keywords in a page optimization.

TIP - Tags are not long sentence like phrases.

Tags

Video Optimization


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• YouTube is acommunity

• Have a Channel• Add new video’s• Make your featured

video a welcome video• Watch other video’s• Add favorites

Video Optimization


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Social Networking Sites, Blogs & Forums

Upload your video to Facebook and MySpace.

Tell those following you on Twitter.

Blog about your video and link to your video.

When allowed post on forums.

Video Optimization


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The Benefits?

Video Optimization


Social Media Optimization42

Social Media:

It’s about building relationships by providing valuable content!

What can your business do to succeed?


Why People Use Social Networks?43

People use social networking for a variety of reasons:

o Get back in touch

o Share information in a common channel

o Find new friends

o Networking (e.g., interests, business, jobs)

2008 Statistic:35% of adults online manage one or more social network profiles

Have online profileStatistics:

Age 18-24 75%Age 25-34 57%Age 35-44 30%Age 45-54 19%Age 55-64 10%Age 65+ 7%


Why Businesses Use Social Networking44

Businesses use social networking for a variety of reasons:

o Build relationshipso Branding opportunitieso Attracting traffico Cost effectively communicate with customerso Identify new sales channelso Give customers a voiceo Build link popularity

If you start using social networking you have to do it right, and do it consistently to succeed!


Social Web Behaviors45

The Social Web is Dominated by Member Communities and Consists of 4 Behaviors:

o Content Creation – Knowing what to createo Content Distribution – Understanding how

to get content out thereo Content Consumption - Must love to consume contento Transactions – buy, convert

The Social Web is no longer just about creation, distribution & consumption; in the future, the highest priority will be placed on the value of the content.


4 Ways Social Media is Changing Business46

Social media is helping to forge a new era in business transparency and consumer engagement:

o From “Trying to Sell” to “Making Connections”o From “Large Campaigns” to “Small Acts”o From “Controlling our Image” to “Being Ourselves”o From “Hard to Reach” to “Available Everywhere”

Social Media allows companies to opportunity to develop more genuine and direct connections with their customers.


Leveraging Social Networks for Business47


Social Media Comparison48

Twitter Growth: 283% since 1/09

4,500% since 1/08

Social Media Unique Visitors Monthly Growth

FaceBook 68.5m 1.2m

MySpace 58.5m 810k

Twitter 6m 54mSource: compete.com

1/09


Twitter Tools49


Social Networking Conduct (Do’s)50

Social Networking online is no different than face-to-face interaction. Here are the 6 basic rules:

o Listen o Engageo Contributeo Build relationshipso Follow-upo Represent yourself & your brand

I’m Listening

Join an online discussion and practice these habits


Social Networking Conduct (Don’ts)51

How you conduct yourself online is a direct reflection of not only you but your company as well! Whatever you do, don’t:

o Be carelesso Be inappropriateo Be aggressiveo Be self centered

Important: It’s not a race to be the most popular! Building relationships takes time and sincere effort.


Making Social Networking Pay Off52

Get into the CONTENT MINDSET!

o Focus, Focus, Focus!o Build your contacts (Intelligently!)o Know your target market & what they are looking foro Join groups and contribute meaningful contento Balance “distribution” & “contribution”

Building relationships via social media takes time and effort. There’s no overnight solution to achieve success!


Summary53

Must Do’s: The following basic steps are important for any business to ensure a proper online marketing foundation:

o Analyze & optimize site structure o Develop great content around relevant/strategic keywordso Ensure meta tags on every pageo Install analytics softwareo Create Google Webmasters accounto Create robots.txto Build XML sitemap & upload to Googleo Submit your site to the 3 major search engineso Develop & implement a social media strategy


Resources54

o Analytics: www.google.com/analyticso Webmaster tools: www.google.com/webmasterso Keyword tools: https://adwords.google.com/select/KeywordToolExternalo URL Submit: Google - http://www.google.com/addurl/

Bing: http://www.bing.com/docs/submit.aspxYahoo: http://searchmarketing.yahoo.com/srchsb/ssb.phpDMOZ: http://www.dmoz.org/

o Site Analysis: www.websitegrader.com/o Sitemaps: www.sitemaps.orgo Market Data: www.comscore.como Online Marketing Associations: www.the-dma.orgo Social Media Trends: www.mashable.como Online Marketing Publications: http://www.onlinemediatoday.com

http://www.google.com/analytics

http://www.google.com/webmasters

https://adwords.google.com/select/KeywordToolExternal

http://www.google.com/addurl/

http://www.bing.com/docs/submit.aspx

http://searchmarketing.yahoo.com/srchsb/ssb.php

http://www.dmoz.org/

http://www.websitegrader.com/

http://www.sitemaps.org/

http://www.comscore.com/

http://www.the-dma.org/



http://www.mashable.com/

http://www.onlinemediatoday.com/


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www.GibSEM.com www.SilverDoveProductions.com

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Search Engine Marketing & Social Media Overview