Social Media, PR & SEO Convergence How your brand can leverage the latest trends!

Content

→ Clients / case studies.

→ SEO overview / benefits.

→ SEO / social media convergence / social ranking factors.

→ Social media, PR & SEO convergence.

→ Blogging & Microblogging: the sweet spots.

→ Professional tips and advice from the trenches.

Nitro Digital Clients & Case Studies

SEO overview: Rand Fishkin’s SEO Pyramid

Social media is becoming

increasingly important, no

longer a “nice to have”

Identifying technical

barriers for the search engine

spiders is fundamental

Online promotion of websites and generating links

accounts for a large part of Google’s

algorithm

Selecting the right keywords is often

the most important part of digital

campaigns. PPC testing is highly recommended.

The benefits of SEO as a channel

→ Highest ROI versus any other marketing activity (Forbes).

→ Direct benefits from campaign can recur for years.

→ Organic traffic drives generally the highest quality visitors to websites.

The benefits of SEO as a channel

→ Users trust websites that rank well in major search engines.

→ Over 90% of Internet users research products and services online.

→ The rise of the smartphone / mobile web.

SEO & social media convergence

Tiger blood anyone? #winning

CHARLIE SHEEN IMAGE

PR’s evolution into digital communication

→ Brand communications inc. B2C & B2B are shifting online.

→ Communication channels are moving away from traditional media.

→ Social media has become a fundamental part of PR.

→ Economic pressure and bloggers are here to stay!

Social media, PR & SEO convergence

Social Media, PR & SEO convergence

Blogging & Microblogging

Blogging & Microblogging: sweet spots

→ Strong current themes across PR, SEO and social media.

→ Blogger outreach benefits all online marketing channels.

→ Influential bloggers are often influential across multiple social media platforms inc. Twitter, Quora etc.

Blogging & Microblogging: sweet spots

→ Blogger outreach often can be the highest value individual process in a campaign.

→ Successful campaigns increase search engine visibility significantly.

→ Search Engine Reputation Management (SERM).

Pro Tips: advanced search operators

Estimated over 1.9 million targets!

*Power Tip: Link Gopher for Firefox & soloseo.com link search tool

Pro Tips: buzz & real time analytics

→ Google Alerts for generic industry terms and competitor analysis.

→ Real time analytics such as Clicky.

→ Google Reader / RSS feeds.

→ Google Trends & Google Insights. “Piggyback” trends e.g. royal wedding, iPad 2 launch, Osama Bin Laden death and Charlie Sheen (ideally target industry trends).

Pro Tips: influencer mapping

→ Google Blog search & custom search engines

→ Twitter Search, Followerwonk.com & Postrank.com

→ Industry associations

→ Industry leading brands

Pro Tips: influencer mapping

→ Thought leaders / authors

→ Competitor link data: SEOmoz, SEO Majestic & Link Diagnosis

→ Influencer research: who do they follow? who follows them? what do they write about? types of content?

Pro Tips: blogger outreach process

Pro Tips: blogger outreach

→ Ego hooks are effective.

→ Build relationships (most important).

→ Don’t immediately ask for links / favours.

→ Transactional offerings e.g. free products to review.

Pro Tips: blogger outreach

→ Leverage Twitter / LinkedIn / blog commenting.

→ Awards / research / link bait i.e. infographics.

→ Read target blog recent posts to personalise outreach.

→ Invest time and resources in the highest value targets.

*Power Tip: Power tip: research and content can be outsourced.

Pro Tips: Twitter

→ Followerwonk, Twitter Search & other tools.

→ Research hashtags.

→ Syndication, automation & tools inc. Tweetdeck (free) and Hootsuite.

→ Constant testing: variables such as scheduling posts at different times.

Pro Tips: paid services

→ SEOmoz

→ SEO Majestic

→ Analytics SEO

→ Hootsuite

→ PR Web

→ Paid social media advertising:, Facebook, Twitter, StumbleUpon, Delicious, LinkedIn, YouTube etc.

Thanks for listening… We would like to welcome Q & A

Contact Information: Web: www.nitro-digital.co.uk Twitter: @nitrodigital, @stevejlock & @ajstafford