A guest speaker discussed government communications, and then we delved into how search impacts the digital marketing realm.

1. G O V E R N M E N T, N G O S & S E A R C H
( I N C L U D I N G A N A LY T I C S )
C L A S S 7

2. D A N I E L L E B R I G I D A
Y O U R G U E S T S P E A K E R T O N I G H T

3. S E A R C H - W H Y
I T M AT T E R S
• Reputation
• Long tail
• Rank and sourcing for
• Content
• Stories
• Information
• Algorithm rewards good content that
searchers like
• PR/Digital Comms delivers much of that
content
• 75% on Google

4. 1 . 2 T R I L L I O N S E A R C H E S P E R Y E A R W O R L D W I D E ,
3 . 5 B I L L I O N P E R D AY ( S M A R T I N S I G H T S )
H O W B I G I S S E A R C H ?

5. W I T C H D O C T O R S O F
S E N : T H E A L M I G H T Y
A L G O R I T H M
• Content relevancy (keywords
versus search terms)
• Web, Mobile and increasingly
Audio friendly site
• In bound searchers time on site
• Yes, CREDIBLE links
• Social validation
• Well coded websites
• Frequency

6. H O W D O W E
M E A S U R E S E A R C H ?
• Inbound traffic
• Landing page
• Location
• Conversions/Goals
• Funnel roles
• Domain authority (Scale-100)
• SERP rankings against individual terms
• External links
• Google Search Console data

7. A S A LWAY S , T H E S I T E R E V E A L S
E F F E C T I V E N E S S A N D P E R F O R M A N C E

8. A LT E R N AT E F O R M S
O F S E A R C H
• Bing/Yahoo!
• Hello, YouTube!
• Pinterest
• Twitter
• Baidu
• Reddit
• Etc.

9. E V E RY P I E C E O F C O N T E N T Y O U
C R E AT E C A N B E I N D E X E D

10. F O R M S O F
C O N T E N T T H AT
G E T I N D E X E D
• Text rich, well-formatted
content
• Mobile friendly content
• Images
• Audio - Thank you, Alexa
• Video results

11. D U E O N 1 1 / 1 2
5 R E A S O N S W H Y Y O U R
C A M PA I G N WA S O R
WA S N ’ T A S U C C E S S
• Your Next Assignment - Blog/Article 500-1000
words long
• Revisit your first paper
• Find five key analytics point
• Give me a substantive listicle. Examples:
• https://www.convinceandconvert.com/
word-of-mouth/questions-ask-customers-
creating-a-word-of-mouth-strategy/
• https://fivethirtyeight.com/features/
election-update-the-democrats-
unprecedented-fundraising-edge-is-scary-
for-republicans-and-for-our-model/
• https://www.copyblogger.com/
copywriting-with-care/

12. N E X T W E E K : N AT G E O , C O N T E N T
O P T I M I Z AT I O N , S O C I A L A N A LY T I C S