Social Media and Its Effects on Search Engine Marketing
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How does social media affect search engine marketing (SEM), search engine optimization (SEO), and pay-per-click (PPC, paid search)? Stacy Williams of Prominent Placement outlines numerous points of impact that marketers should know about, as well as providing a list of tactical takeaways that the audience can implement. Presentation given at the eMarketing Association's "The Power of eMarketing" conference in Baltimore, MD on Oct. 20 2010.
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Social Media and Its Effects on Search Engine Marketing
- 1. Social Media and Its Effects on SEM The Power of eMarketing Baltimore, MD October 20, 2010
- 7. SEM: Keyword Research Source: Business.com & B2B Online’s study of 450 B2B marketers, 9/21/10
- 9. How Social Media Affects Search Engine Optimization Source: MarketingSherpa’s 2010 Social Media Marketing Benchmark Report, 4/13/10
- 10. How Social Media Affects Search Engine Optimization
- 11. How Social Media Affects Search Engine Optimization
- 13. Content: Regular Results: Profiles & Posts
- 14. Content: Universal Results: Videos, Photos, Music & News (PR) 53x easier to get a video ranked than a website (maybe!) (Source: Forrester employee blog)
- 17. Content: Social Circle & Liked Results
- 18. Search Engine Reputation Management
- 21. SEO: Increased Organic Rankings Source: MarketingSherpa’s 2010 Social Media Marketing Benchmark Report, 4/13/10
- 22. SEO: Increased Search Engine Traffic Source: Business.com & B2B Online’s study of 450 B2B marketers, 9/21/10
- 27. SEO: Searching On Social Media Sites
- 29. PPC: Brand-Building Relevant SocMed + PPC Relevant SocMed + PPC Influenced SocMed + PPC PPCOnly Influenced SocMed + PPC PPCOnly “ Relevant” social media = relevant to brand’s category only “ Influenced” social media = specific to the brand Source: GroupM Search & comScore, 10/09
- 31. PPC: Higher CTR
- 32. PPC: Dayparting
- 33. PPC: Direct on Social Sites c c
Notas do Editor
- B2B + B2C – companies with fewer than 100 employees were more likely to do so
- The Best reported a positive impact on sem from social media. The Rest did not or are not measuring the impact.
- Only 3 regular sites on first page – his official, MTV & IMDB
- Shifting toward ranking relevancy/authority more than recency
- Will Likes become more important than Links?
- No redirects, discuss nofollow
- Nielsen Online: FB 3x Google (5:46/mo. vs. 1:53)
- Higher QS = higher placement, lower CPC & ads shown more often
- Comments, likes, shares = “effectiveness”