search, social and content marketing: move your business forward & accelerate
DESCRIPTION
Jason Falls of Social Media Explorer hosted Arnie Kuenn for this live webinar. In this presentation, Kuenn discusses how the integration of search, social and content marketing tactics can propel your business to the top of the search engine results, generating more traffic, leads and business through your website.TRANSCRIPT
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Search, Social & Content Marketing
ARNIE KUENN, PRESIDENT, VERTICAL MEASURES - @ARNIEK
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About Your Presenter…
• President of Vertical Measures - Offering SEO, Link Building, Social Media & Content Services
• Instructor for the Content Marketing Institute & Online Marketing Institute
• Author of Accelerate! Move Your Business Forward Through the Convergence of Search, Social and Content Marketing
Available on Amazon
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Why Focus on Search?• 93% of all buyers
online or in stores use search prior to making a purchase
• 86% of searchers conduct non-branded queries.
• 94% of buyers click on organic links versus 6% on paid links for branded queries.
Sources: GroupM, Did-it, Enquiro, and Eyetools.
Twitter: @ArnieK
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2011 Google Panda Update
• Biggest Google Algorithm update in years!• 100% Algorithmic, No Manual Changes• Clobbered Content Farms, Article Sites &
Duplicate content• Even YOUR website could be affected if you
have pages with weak content• More Coming with Respect to Cleaning Up
Spam on the Web
Twitter: @ArnieK
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“Sites with original content such as research, in-depth reports, thoughtful analysis and so on, will move up.”
– Matt Cutts & Amit Singhal (WSJ – 2/28/11)
Twitter: @ArnieK
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Universal Search Results
61% of all search results
Twitter: @ArnieK
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Twitter: @ArnieK
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Develop Your Strategy
• Why are you creating the content you are creating? • Who is your audience and who are you?• Where do you plan to publish your content?• What will you measure? • What is different a year from now?
Twitter: @ArnieK
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Twitter: @ArnieK
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Start With Keyword Research
• Keyword research should be the foundation
• What keyword phrases do your customers use? (Analytics)
• Use tools like….
Twitter: @ArnieK
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Soovle.comTwitter: @ArnieK
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Ubersuggest.orgTwitter: @ArnieK
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Google Adwords Keyword ToolTwitter: @ArnieK
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Then Do Online Market ResearchTrending Topics
Twitter: @ArnieK
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Question & Answer Sites
1618 results
Twitter: @ArnieK
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Check Voting Sites Twitter: @ArnieK
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Google’s Discussions in SearchTwitter: @ArnieK
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What Works For Your Competitors?Twitter: @ArnieK
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Identify Types of Content to be Created
Twitter: @ArnieK
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Content Ideas in a SpreadsheetTwitter: @ArnieK
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Long Tail is the Key!Twitter: @ArnieK
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Twitter: @ArnieK
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Create Great Content
Twitter: @ArnieK
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Benefits of a Corporate Blog
• Gives you a vehicle to post new content• Allows for internal linking• Keeps the search engines coming back –
have 434% more indexed pages*• Have 2X as many backlinks*• Your site gets 55% more traffic*• You have 79% more Twitter followers*
*Hubspot
Twitter: @ArnieK
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Twitter: @ArnieK
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All Different – But Core Items
• Content is found through social media and search engines – so optimize it!
• Web pages, News, Local, Images & Videos1. Links pointing to your content2. Titles & title tags (viewed in results)3. Description meta tag (viewed in results)4. Image alt text tags 5. H1 Tag (headline tag – only one!)6. URL structure (short & include KW’s)7. Page load times
Twitter: @ArnieK
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Search Optimization Elements
Twitter: @ArnieK
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Twitter: @ArnieK
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Promote Your Content
• Understand who your customer is and where they are online.
• Conduct PR and blogger pitches
• Develop relationships & build partnerships
• People share your ideas, link to your content.
• Those references and citations will help with rankings
Twitter: @ArnieK
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Twitter: @ArnieK
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Distribute or Repurpose Content
• RSS feeds• Email Campaigns• Article Syndication• Web 2.0 Sites• Social Media Sites• Video, Photo, Presentation & Podcasts sites• These links will help your rankings!
Twitter: @ArnieK
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Twitter: @ArnieK
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Build Links to Your Content
• Identify low hanging fruit– Internal links– Blog & forum participation
• Targeted Links via…– Competitive research for similar content– Use search operators to find opportunities
• Ask your clients & suppliers for links!– Offer t-shirts, gift cards, discounts, etc. – Or even a good old fashion reciprocal link
• When all else is equal, links win!
Twitter: @ArnieK
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Twitter: @ArnieK
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Measure!
• Measure for successes… and failures
• Check your rankings, traffic, conversions and other key metrics
• Focus on the strategies that are providing the best ROI and keep rolling out the content
Twitter: @ArnieK
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Success Like This…Twitter: @ArnieK
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All 8 Steps Matter
Twitter: @ArnieK
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Additional Resources
• SEO Educational Videos:– http://www.verticalmeasures.com/resources/seo-tutorial-videos/
• Content Marketing & Related Webinars:– http://www.verticalmeasures.com/webinars/
• How-To Books– http://www.verticalmeasures.com/books
Twitter: @ArnieK
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Questions?
Contact: 888-476-1881 www.VerticalMeasures.com
Available on Amazon ;)
More Traffic. More Leads. More Business.