Search Marketing Theatre; SEO + Social = ROI; How they combine to benefit YOUR business!
1. Social Media and
Search Marketing
Social Media + SEO
= ROI
Presented by: John Heffernan
Business Development Manager
MediaCo (UK) Ltd – Stand E21
2. Agency Insight
• Online Marketing Agency
• Delivering results since 1999…
• Offices in Dundee, Edinburgh & Singapore
– Sales coverage: London, Midlands & Dubai
• Focus on strategic online marketing:
– Search Engine Optimisation
– Pay-Per-Click Advertising
– Email Marketing
– Content Copywriting / Development
– Social Media Integration
3. Search Engines and SEO
SEO: you can influence keywords, messaging and control on page content
Keyword List Creation • Targeted Messaging • Relevant Landing Page
Reach Relevancy Driving Conversions
5. Off Site Optimisation – Link Building
ON SITE
Deep Internal
Links Links
RSS
Syndication
Web Links Social.Media.co.uk
Social Bookmarking
Online Press Releases
Embedded Video
Link
text
ON PAGE
Blog engagement
Social Networks
Article Marketing
Social Mentions
11. Content is the bedrock of links
• Content syndication
– Boost rankings and traffic & ROI
• To get good Links you need Good Content
• To promote effective Social Mentions you need Good content
• To have good SEO Content – you need target keywords!
• Good Content:
– Opportunity to “say” more / create more points of entry
– More opportunities to optimise / establish your site
as a content authority
12. Social Media & SEO – Content “Rules”
Use the phrase in the page title
Create well written copy content
Use Phrase repetition and related terms
Define a clear path – Call to Action…….
Minimise distractions – Focus!
Set a measurable goal
15. The 3 P’s of Social Media Optimisation
Presence, Participation & Promotion
Presence:
•Originate / Customise / Connect Channels
Participation:
•Saying the right thing in the right way in the right
channel – Engagement!
Promotion:
•Share – Syndicate – Become “Findable”
16. Why Use Social Media? - Facebook
TIP:
Connect
Human Photos have a
Industry Groups
higher click through
rate than
Company Logo’s !
Easy Content Competitor
Sharing News
& Fan Pages
Paid Demographic
Target Ads
17. Why Use Social Media? - Twitter
Tip:
Add Google
analytics Tracking
- Brand Recognition to content
- Discover Industry Trends promoted via
Twitter – or it will
- Drive Traffic be lost in the
Direct Traffic Pot!
- Tweet – ups
- Instant Feedback
- Build Connections
- Reach Prospects
18. Why Use Social Media? – Linked In
Tip:
Public Profile URL:
personalise your LinkedIn
Profile page by using your
name in the URL.
19. And the latest new kid on the block……
January 2012 – more traffic direct to Websites than LinkedIn,
Google+, Reddit and Youtube – Combined!
Facebook without the Whining - But you need an invite!
20. STOP – Plan your Strategy!
Planning, planning and more planning!
Integrate : Strategy, aim, objectives, targets....
Understand your audience - People Buy People!
Brand Reputation: Monitoring
Listen and then –
Join the conversation!
Content is still KING!
22. Social Media Planning .........
Where are their moderators?
Why is there no response?
Why are they allowing these comments to stay on their profile page?
23. Set your Business goals
• Be seen as an authority
• Get customer insight into your product, marketing & services
• Educate, excite and engage customers
• Differentiate your brand from your competitors
• Reach a new / expanded audience
• Encourage word-of-mouth
• Conduct Activity – Increase Visibility
24. Social Media Content
Either:
write something worth reading about
or I’m sorry for
writing such
do something worth writing … but I didn’t
a long letter
have time to
about................ …
write a short
..................Ben Franklin one …
Tell your story OR
Have it told for you!!!
25. How does your Business “fit” with Social Media
Image used from www.athenamedia.ie
26. Social Media Business Benefits
Used from the “2011 Social Media Marketing Industry Report”
28. Social Signals and Brand Mentions…..
• Social Signals count towards Search Engine Visibility
• Create interesting Content
– Quality not Quantity!
• Video Optimisation
– Keyphrase Research
• Social Media Activity
• UGC!
– Reviews / Ratings / Photo’s
– Videos / Forums / Guest Articles
– Hints & Tips / Q & A / Polls / Surveys
29. Measuring success
• Traffic growth – client visits, time on site
• Conversion & Sales
• Feedback & Interaction
• General online buzz
SEO “Off-Site” – Content development & Syndication
Social Media – Content development & Syndication
Social Media interaction – generates Links!
30. So.... Into the future?
• Mobile Search
– Social, Local, Mobile…..SoLoMo
• Start with Content – Create more Content
and finish with Content
– One piece of content CAN make a difference!
(but make it interesting………)
• Let Social Media tools do the work
31. Google & Content
“..structured
“..if you
well...
produce
With quality
great, ,
unique
original
content…….”
content...
On and
Off-site…”
“ ..you will
rank well.”
32. Any
Questions?
Presented by Stand E21
John Heffernan
MediaCo
johnh@media.co.uk
Notas do Editor
Everyone wants to know about Social Media and importantly - how to make it work and provide an ROI! This session will provide an overview detailing the "how to" create a strong and sustainable foundation, co-ordinating Social Media and SEO, to provide the holy grail of online marketing; increased converting traffic. If you are B2B or B2C - the MediaCo presentation will offer tips, hints and actions you can take with you and put into practice straight away. Using numerous case study examples MediaCo will aim to educate and inform - This session is definitely NOT another sales pitch!
Aim of this slide is to show the difference between PPC and SEO and how you can control PPC elements but you can really only influence SEO. But both work towards getting reach, relevancy and driving conversions.
Build foundations.. Getting house in order...
Explain each component quickly, not all relevant for all clients but a secondary part of the competitor analysis identifies where competitors are active… slide??
Rather than a linear 1 to 1 strategy – linking has evolved more into developing a cloud of points of presence which have some degree of interlinking through social bookmarks and RSS syndication which has the overall effect of delivery authority to your web site.. This is a diagram showing one cloud, in reality ongoing link building is building a network of clouds which deliver benefit to your site but also are interlinked with the internet in general to build your authority for the target phrases. Quality unique content is created on sites, such as articles, blogs. press releases and social networks. Natural phenomenon linking is created through RSS feed syndication. All points of presence are promoted with social bookmarking (various sites shown with the small logos). End result is “cloud” with an ever increasing value that funnels value through to the target site. Point to make is that it is a network within a network. The above doesn’t look natural as implies everything goes though to the client BUT each and everyone of these sites also links to a huge number of other sites on the internet (central core....).
To show that it is an ongoing process. To show your cloud is not isolated from the rest of the internet, if you remember the first slide, your cloud is very much part of the internet. Blue lines represent links to other sites on the internet to hopefully visual show interconnectivity and “match” with the touchgraph at the start (nothing meant by that apart from the visual look).
Google panda New York Times Exposes J.C. Penney Link Scheme That Causes Plummeting Rankings in Google Today, the New York Times published an article about a search engine optimization investigation of J.C. Penney. Perplexed by how well jcpenney.com did in unpaid (organic) search results for practically everything the retailer sold, they asked someone familiar with the world of search engine optimization (SEO) to look into it a bit more. The investigation found that thousands of seemingly unrelated web sites (many that seemed to contain only links) were linking to the J.C. Penney web site. And most of those links had really descriptive anchor text. It was almost like someone had arranged for all of those links in order to get better rankings in Google. The New Yorks Times presented their findings to Google. Googler Matt Cutts, head of webspam, confirmed that the tactics violated the Google webmaster guidelines and shortly after, the J.C. Penney web site was nowhere to found for the queries they had previously ranked number one for. Matt tweeted that “Google’s algorithms had started to work; manual action also taken”.
Move on to discuss the important elements in a PPC landing page then show how all of these elements are standard best practice in an optimised page. Explain that landing pages like this can also help the quality score.
The term social media refers to the use of web-based & mobile technologies to turn communication into interactive dialogue. The logos displayed are just some of the online tools and platforms that people use to share opinions, insights, experiences, and perspectives with each other. Social Media is defined as “a group of internet based applications that build on foundations of Web2.0 that allow the creation of user generated content and facilitate info sharing over the internet” What is Web2.0? = A Web 2.0 site allows users to interact and collaborate with each other in social media
Social media: the online technology & methods through which people can share content , personal opinions , swap different perspectives and insights into world issues and generally discuss the evolution of media in itself. Social media website content can come in many shapes and forms:
What exactly is SM? – “Forms of SM” - Why businesses should embrace – “Why use social media?” - How to get an ROI, “SM and Ecommerce = ROI”
Facebook: FanPages / Industry Groups / Easy Content Sharing / Paid Demographic Target ads / Comp News / Connect with Media & Industry Related Groups
Twitter: Brand Recognition / Discover Industry Trends / Drive Traffic / Tweet-ups / Instant Feedback / Build Connections / Reach Prospects YouTube / Slideshare / Flickr: No1 Used Video
Why use LinkedIn? > Recruit / expert positioning / expand contacts / Get PR Visibility / Reinforce Brand / Conduct Market Research / Interact with WordPress, RSS, Slideshare. Facebook: FanPages / Industry Groups / Easy Content Sharing / Paid Demographic Target ads / Comp News / Connect with Media & Industry Related Groups YouTube / Slideshare / Flickr: No1 Used Video Twitter: Brand Recognition / Discover Industry Trends / Drive Traffic / Tweet-ups / Instant Feedback / Build Connections / Reach Prospects
But before any of this....First and Foremost SEO!!
But before any of the social media aspect... we need to take a step back
XYZ Homes are ranked as the 4 th top house builder in the UK based on turnover in 2009. From their site “A personal service from reservation to completion” ........and from Facebook:
Do you have something to say? What is your Value Proposition?: Content / Articles / How To / Advice / Case Study Do you have a way to say it? Articles / Blogs / eBook / Video Do you have a place to say it in? Blogs / Networking Sites / Forums
Decide where Social Media fits for you? Identify your target community Assess Available resource & capabilities Visualise – what does success or ROI look like Determine Today’s actions Learn how to engage with online influencers Examine what leading companies or your competitors are already doing! ...Planning strategy and rationale NOT fans, friends and followers
A study by Michael Stelzner (also the founder of socialmediaexaminer.com) found that the top benefits for small business owners were: Generated exposure for a business – 88% Increased Traffic/Subscribers – 72% Improved Search Rankings – 62% New Business Partnerships – 56% Generated Qualified Leads – 51% Reduced Overall Marketing Expenses – 49% Improved Sales – 43% The report found that social media helps small business owners stand out in an increasingly noisy marketplace . In fact, 88% of all marketers found social media helps get them increased exposure. Additionally, 72% of those surveyed saw increased traffic and subscriptions as a result of social media. Small business owners were more likely than all other groups (89.2% reporting benefits) to see increased exposure . Here are some other areas where small business owners saw greater benefits than their peers: The self-employed and small business owners were more likely to report new partnerships, with at least 59% noting a benefit. Small businesses were twice as likely to find qualified leads than other types of businesses. Forty-eight percent of self-employed and small business owners saw improved sales as a direct result of their social media efforts. The self-employed (59%) and small business owners (58%) were more likely than others to see reductions in marketing costs when using social media marketing.
But before any of this....First and Foremost SEO!!
"The Internet is still growing fast and new websites spring up all the time. The key factors in terms of Google ranking haven't changed: if sites produce great, original content that is structured well and offers users a good on-site experience, then they'll rank well."