Using Search and Social to Dominate Digital Shelfspace
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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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Using Search and Social to Dominate Digital Shelfspace
- 1. Social Search: How to Dominate Digital Shelfspace
- 2. Francis Skipper VP of Digital Marketing 617-259-1605 francis@451marketing.com linkedin.com/in/francisskipper @fskip www.451Marketing.com
- 3. The Way We Find and Consume Information has Changed
- 4. Search engine popularity has increased Worldwide, 1,722,071,000,000 searches conducted on Google last year. (Yes, that’s trillion) 4,717,000,000 Per Day
- 5. 1 Billion Users 500 Million Users
- 8. YOUR BRAND YOUR BRAND YOUR BRAND YOUR BRAND
- 9. Social Media Directly Affects Search Results
- 11. We Have More Opportunities as Marketers
- 12. YOUR YOUR BRAND BRAND YOUR YOUR BRAND BRAND YOUR BRAND YOUR BRAND YOUR BRAND YOUR YOUR BRAND BRAND YOUR BRAND
- 13. You Are NOT a Search Marketer
- 14. Search Marketing is a Full-Time Job
- 15. Understanding the Basics Can Enhance Your Overall Marketing and Communications
- 16. Search Engine Results Page (SERP) Search Query Paid Results Organic Results
- 17. SEO Has Three Core Components Code Content Connections
- 18. AUTHORITY external linking audience sentiment (and the other guys) ENGAGEMENT CONTENT geo-targeted content relevant keywords social media interaction unique copy and media
- 19. Social Link Building Keyword Research & Targeting Content Quality & Accessibility
- 20. Quality Content First Content Quality & Accessibility
- 21. Develop a Content Strategy
- 22. Keywords are…Key Keyword Research & Targeting Content Quality & Accessibility
- 23. Keyword Research Keyword To get optimal traffic from search engines, need to Research create content around ht How can you find the best keywords to include in your content?
- 24. Before You: • Consult a keyword tool • Analyze keyword density • Rewrite any content Sit down and perform a Google search.
- 25. 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?
- 26. Keyword Research Q: For what Google search should you rank #1? A: “innovative, creative, game- changing”
- 27. Keyword Research 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
- 28. Determining User Intent Navigational Queries Informational Queries 80%of all Searches Transactional Queries
- 29. The Long Tail
- 30. https://adwords.google.com/o/KeywordTool Create ads and choose keywords which are related to your business.
- 31. www.spyfu.com/ Keyword Tools, SEO, and PPC All-In-One.
- 32. www.SEMrush.com Keyword Tools, SEO, Facebook and PPC All-In-One.
- 33. Keyword Research
- 34. Link Building Linking is Essential Keyword Research & Targeting Content Quality & Accessibility
- 35. Quality Backlinks Essential for Search
- 37. Social Link Building Social is Your Friend Keyword Research & Targeting Content Quality & Accessibility
- 38. Social Search Media Marketing
- 39. Make Sharing Easy Links to social properties on website Share buttons with content
- 40. Optimize URLs
- 41. Optimize Blogs
- 42. Optimize Posts and Updates
- 43. Measure Segment social traffic in Google Analytics
- 45. Optimize: Low Hanging Fruit
- 46. Social Optimization is an Ongoing Cycle
- 48. YOUR YOUR BRAND BRAND YOUR YOUR BRAND BRAND YOUR BRAND YOUR BRAND YOUR BRAND YOUR YOUR BRAND BRAND YOUR BRAND
- 49. 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
- 50. Social Positive activity on social platforms Link Building Create direct link references to content internally on your site from high quality, reputable, external sources Keyword Research & Targeting 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) Content Quality & Accessibility 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
- 51. Questions?
- 52. About 451 Marketing • 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
- 53. Integrated Communications 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.
- 55. Francis Skipper VP of Digital Marketing 617-259-1605 francis@451marketing.com linkedin.com/in/francisskipper @fskip www.451Marketing.com
- 56. Social Search: How to Dominate Digital Shelfspace