SEO and social media model to measure ROISearch Engine Optimization and Social Media Marketing Model

Anton Koekemoer | January 2014

Search engine optimization and social media model overview

Agenda

The digital world is evolving at a rapid rate…

Integrating SEO and social media

Why measure SEO and social media in separate silos?

Google's Goal

Why social signals

SEO + Social media

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5

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Social media

Research

Campaign information

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Content blueprint10

Campaign checklist11

Measurement11

SEO and social media modelSo far…

Social media marketing is still a buzzword to many, but SEO is still a mystery

There’s a clear need to have a defined strategy and model to make a success with digital marketing campaigns

At the moment, many brands does not have a clear process and model regarding SEO and social media to reach business goals

No clear way to measure social media ROI

No campaign documentation

To move forward and make sure you reach your business goals using SEO and social media, you need an SEO and social media model that works

SEO and social media modelWhy?

Why do you need an SEO and social media model?

SEO and social media modelWhy?

Why do you need an SEO and social media model?

Because the digital world is evolving at a rapid rate and change is constant with digital marketing

SEO and social media modelAs you know, the digital world is evolving…

The internet is an ever evolving medium and change is just around the corner with no sign of stopping anytime soon.

20 years ago, no one could have predicted where we are today and that we would have a “Google” that can determine the success of a business.

No one knew back in the day that a couple of keywords relevant to the services and products of a business can either create major success, or be the downfall of them.

Who would have thought that many businesses will rely on a simple index (Google) to be one of the main factors and KPI’s to determine success online?

Who could have guessed that mobile devices will play such an important role in our everyday business lifestyle?

SEO and social media modelGeneral Google stats

Google isn’t big, it’s massive and still the #1 source to find information online.

Google search generates over 100 billion searches per month (3.3 billion per day) Google states that it has found 30 trillion “unique addresses” on the web (websites, web apps,

other stuff connected to the web) Everyday, Google crawls 20 billion websites With all the searches happening everyday, they have to make sure their algorithm is up to date Each year, Google changes its search algorithm around 500–600 times.

The last major updates of the Google search algorithm: Penguin 2.1 – October 4 2013 Hummingbird (complete algorithm update) – August 20 2013 In depth articles – August 6 2013 Un named update – July 26 2013 Knowledge graph extension – July 19 2013

All these updates has a huge effect on SEO and business

SEO and social media modelGoogle’s search algorithm

Why are they constantly updating and changing their search algorithm?

SEO and social media modelGoogle’s search algorithm

Why are they constantly updating and changing their search algorithm?

Create the best user experience for their customers (practically anyone that searches on Google).

Provide only the most relevant and up to date information to their customers.

SEO and social media modelSocial media

Social media has also changed tremendously over the last couple of years and is making a big impact on the media scene due to the real time nature of this medium and because it’s “social”.

Basic social media growth stats: South Africa

Facebook: over 8 million members, up from 6.8-million last year; Twitter: over 4.8 million members, up from 2.43-million last year; LinkedIn: over 2.3 million members, up from 1.93-million last year; and Google+: around 500,000 members

Arthur Goldstuck – World Wide Worx

Social media keeps on growing at a rapid rate with no sign of stopping soon

Due to the success of social media to connect people together basically anywhere in the world, Google decided to integrate social media into their core search functionality and it’s already integrated into their search algorithm – social signals

SEO and social media modelWhy social signals?

Why did Google integrate “social signals” into their search algorithm?

SEO and social media modelWhy social signals?

Why did Google integrate “social signals” into their search algorithm?

1. The world is becoming more social (Today’s kids are tomorrow’s consumers and they are growing up with all the social media channels around). As this generation ages, more consumers will spend more time on social media channels, likely causing an increase in social signals as those consumers interact with their favorite brands on the Web.

2. People are human and are more likely to trust a website recommended personally by their friends than by a search engine.

3. Websites with a strong social presence have better conversion rates and brand loyalty, leading to more sales, more word-of-mouth referrals, and greater brand awareness, which all lead to more positive reviews and inbound links.

Moz.com

SEO and social media modelSEO and social media

With Google integrating social signals into their algorithm, why measure social media and SEO in their own silos?

1. Do you know how much a Facebook like is worth?

2. Do you know how much is a Tweet update is worth?

3. How many conversions does our blogging generate?

4. Do you really know how valuable (financially) is social media to our campaigns?

5. Do you know how much ROI is generated by social media marketingfor your business?

SEO and social media modelSEO and social

Due to the fact that social media provides huge social signals to the search engines, SEO and social media should work hand in hand.

What are the benefits:

Social signals SEO benefits (increase organic rankings, engagement score, transparency) Online credibility Online visibility Real time community engagement

Google saying: others have to like you first before Google will like you

It’s also easier to measure Social media ROI Conversions Reaching business goals

SEO and social media modelSEO and social media

How can you integrate SEO and social media together?

SEO and social media modelSEO and social medai

How can you integrate SEO and social media together?

It’s easy to integrate SEO and social media into one silo and measure the results so that both mediums work together.

To do this, you need a clearly defined strategy (marketing model) on each campaign that will consists of the following:

1. Research (events, theme calendar)

2. Campaign information

3. Content blueprint

4. Campaign checklist

5. Measurement

SEO and social media modelWhy, why, why, why…

Why use this marketing process model?

SEO and social media modelWhy, why, why, why…

Why use this marketing process model?

It will give you a clear path and package with all of your SEO and social media campaigns, a means to measure the results, and provide enough documentation to move all of your SEO and social media strategies forward.

Benefits include:

Focus on social signals Integrate SEO and social media together Your campaigns will be well documented Validated learning (Lean startup) Focus on what works Measure success

SEO and social media model1. Research

Research the campaign/event including the following:

Keywords that are going to be targeted Search intent (navigational, informational, financial) Campaign specific keywords

Call to action (sales funnel) Time frame Competitors SMART process

Specific Measurable Achievable Realistic Time bound

SEO and social media model2. Campaign information

This includes information regarding the campaign and consists of the following:

Date of the campaign Objective Goal Target Platform

Online Offline

Channels List of channels to be used

Message Basic measurement information

SEO and social media model3. Content blueprint

This will consist of the content that will be published mainly on the blog and other channels and consist of the following:

Campaign name Campaign date Title Message Tone Target URL Main Keywords Secondary keywords

SEO and social media model4. Campaign checklist

The checklist is the weekly action plan of the campaign and will consist of the following:

Campaign action plan When the messages and content goes out Which channels to target

Detailed calendar on events

SEO and social media model5. Measurement

Information on how you are going to measure the campaign and will consist of the following:

ROI Traffic generated Unique visitors Conversions

SEO and social media modelQuestions?

THANK YOU!Twitter: @AntonRSA

Web: http://www.antonkoekemoer.co.za