integrate social media & search marketing

Sites Engaging Branding | Top Technology | Easy Manageability > Sites that perform & convert visitors to customers

Holistic Web Marketing | Organic + Paid + QOV Metrics > Continually-managed, for traffic and conversion

Connect | Convey | Converse With Audiences > Active dialog that creates a bond and advocacy

The Perfect Storm

The Rise of SEO & Social Media

2008

2009

2010

2011

$13.5

$14.7

$16.7

$19.8

Search Engine Marketing Spending in North America, 2007-2013 (billions)

Source: Emarketer.com, Search Engine Marketing Professional Organization (SEMPO), Marketing 2009

2012 $23.1

2013 $26.1

10.9 Billion

Searches Per Month

From which marketing programs are you shifting budget away and moving it to

your search marketing and/or social media programs

Source: Econsultancy Digital Marketers United, State of Search Marketing Report 2011

53%

29%

22%

21%

20%

18%

16%

15%

14% 12%

Search Engine

Brand Site

Online Retailer

Ask Facebook

57%

20%

18%

3%

When researching branded products online prior to purchase, where would you

begin?

Source: Etailing/PowerReviews Social Shopping Survey 2.0, March 2010

Ask Twitter 2%

SEO

Email & Newsletter

Pay-per-click/search

Behavioral Targeting

53%

39%

32%

27%

Most effective online marketing tactics for generating conversations according to

US senior-level marketing executives, February-March 2009

Forbes, 2009 Ad effectiveness Survey, June 1, 2009

Site Sponsorship 14%

Viral Marketing 12%

Ad Networks 10%

Social + SEO

An ideal marketing

marriage

Silo Marketing Is Dead

Stop working your tactics against each other

Use them to help each other

The Basics

of Search

Don’t obsess over every detail

Instead,

understand the basics...

Keywords

Quality content

Backlinks

Where to get started?

Keywords:

adwords.google.com (free) or spyfu.com (not free)

Develop a content strategy

Link Review:

siteexplorer.search.yahoo.com

Use SEO as your foundation

Source: Rand Fishkin for SEO Moz

So, where does social media come in?

How can social media & SEO

support each other?

Fresh Content

Quality Links

Traffic

Site Traffic Spikes

1st Page Ranking for “blender”

Over 8,000

inbound links!

Social pages rank for brand search

Source: Adam Singer – www.thefuturebuzz.com

3 Ways to

Optimize Your Social Media

1. Keyword Integration

Post title

Categories

Body copy

Anchor text links

URLs

Image, video and alt text

Title tags

2. Post great content regularly

3. Link the recent posts to your homepage

4. Consider the “long tail”

Optimized Blogs

Use blogging tools like Innoblogs to

help you and your team create search

engine friendly content

1. Secure vanity URLs on all profiles

2. Link your profiles to your website

3. Use keywords in your URL that you post (Lose the

“http://t.co/6H47Seh” when possible)

Optimized URLs

Now go Google

“candleistric”

1. Use keywords in all titles (Facebook, YouTube, LinkedIn, Flickr, etc.)

2. Use keywords in “About” area across

all social profiles

Optimized Profiles and Updates

Last Thing

5. Data

Write quality

content. Without it, all these tips are a waste.