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Presented by Arnie Kuenn

Twitter @ArnieK or @VerticalMeasure


Social Media and Search

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Optimizing for Search is Critical

  • When someone types a keyword into the search box, there are only two possible outcomes:

    • They will find you.

    • They will find your competitor.

Twitter @ArnieK @VerticalMeasure


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Search Marketing Reality

  • Organic search traffic can be so valuable, it can sustain an entire business.

  • Organic search rankings are something you can work to influence, but ultimately you do not control them. The search engine algorithms make that call.

Twitter @ArnieK @VerticalMeasure


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Why Invest In Search?

  • The #1 position will get clicked 43% of the time!

  • Natural search results receive many more clicks than paid search

  • Natural search converts 30% better than paid search

  • Clicks are Free

Twitter @ArnieK @VerticalMeasure


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What Happened in 2009?

  • Google: Made ~540 changes in 2009. They update the algorithms almost every week.

  • Search Engines got even better at eliminating spam.

  • Quality backlinks became much more important last year, weak backlinks became almost worthless.

  • If the link is easy to get, the search engines know it.

  • Social Media “signals” became a real factor.

Twitter @ArnieK @VerticalMeasure


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What to Expect in 2010

  • Quality in Search Optimization (SEO)

    • Create Engaging, Unique Content

    • Optimization Each Page You Want To Rank

    • Get Trusted Inbound Links

  • Changing Search Results

    • Personalized Search: You need to be there to be considered

    • Universal Search: Capture real estate with local, video, press and blog posts

  • Social Media influence

    • Signals & Real Time Results

Twitter @ArnieK @VerticalMeasure


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How Does Social Influence Search?

  • It can influence the actual rankings for your website

    • Mentions & Signals

    • Backlinks

  • Social Media actually appears in the search results

    • Real-time search

    • Blog posts

    • Images

    • Video

Twitter @ArnieK @VerticalMeasure


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Example Search Results

(reputation management too)

Twitter @ArnieK @VerticalMeasure


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How Does it Work Today?

Bot or Spider

Twitter @ArnieK @VerticalMeasure


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What Does It Look For?

Title tag

H1 tag



Meta Description

Award winning SEO Link Building Services. Vertical Measures is a reputable, USA Internet marketing company helping businesses get more website traffic thru higher search engine rankings, link building, social media, local search, and search engine optimization.

Twitter @ArnieK @VerticalMeasure


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Search Engine Results

Indented Listing

Local Listing

Twitter @ArnieK @VerticalMeasure


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Your Website: Create Good Content

  • Build pages around your keywords

  • Add real value to the web visitor

    • Unique

    • Informative

    • Entertaining

  • Who do you link to?

    • Good neighbors

    • It’s your reputation

Twitter @ArnieK @VerticalMeasure


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Proper On-Page Optimization(in order of importance for 2010)

  • Links - internal & external

  • Freshness of content & keyword usage

  • Title tag (viewed in results)

  • Image Alt text

  • H1 tag

  • Description meta tag (viewed in results)

  • URL structure

  • Page load times (Google Caffeine)

Twitter @ArnieK @VerticalMeasure


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What NOT to do on Pages

  • Try to fool the search engines

  • Keyword stuffing

  • More links than text

  • Any content that is not of value to your visitor

Twitter @ArnieK @VerticalMeasure


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Biggest Factor is Still Inbound Links

  • The best links:

    • From trusted sites

    • Have proper anchor text

    • Have varied anchor text

    • Are from many different domains (new 2010)

    • Determined editorially (Social!)

Twitter @ArnieK @VerticalMeasure


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Social Media in Search Results

  • Videos, Images, Blog Posts, Profiles, Tweets, Updates… they all appear in search results (Fred Example)

  • You still need to optimize Social/Profiles where possible:

    • titles, keywords, tags, descriptions, etc.

  • Try to build links to them too.

Twitter @ArnieK @VerticalMeasure


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The Best of Both – Social & Search

  • Build Great Content & Promote it

  • Good for Social Media?

    • Is it “Link Worthy”?

    • Can you promote it?

  • Examples:

    • Lists

    • Case Studies

    • Comparisons

    • Satire & Parody

    • Interviews

    • Polls & Surveys

    • Videos

    • Contests (detailed example, next)

    • Promote it using social media!!!

Twitter @ArnieK @VerticalMeasure


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Example: Run Contests!

  • Bridal Contest

  • Answer 3 questions:

    • Your engagement story

    • Your wedding day theme plan

    • What is special about your wedding that you shall win this free sponsorship?

  • Facebook Ad

  • Increased followers on Twitter through regular tweets

Twitter @ArnieK @VerticalMeasure


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Big Companies Too!

  • Major hotel chain has us working many different promotions

    • Attend a Motor Sports event, get a discount

    • Visit Disney, get a discount

    • Attend LPGA event, get a discount

    • Go to a Little League Baseball game, get a discount

    • Multi-night stay, get Double Rewards

    • Multi-night stay, get $50 Gift Card

Twitter @ArnieK @VerticalMeasure


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Even Internet Marketing Companies!

  • Boost Your Juice

    • $5,000 Grand Prize and $1,000 for 2nd Place

    • Submit essay telling us why they should win

    • Chose finalists and had the public vote on it

  • Promoted via Twitter, FB, PR & Blogger Outreach

  • Own first 14 results on Google for “boost your juice” (branding)

  • Over 2,000 visitors to just the contest page

  • Links from more than 50 different sites

  • Another simple one for Valentines (SEO Poem)

Twitter @ArnieK @VerticalMeasure


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Other Examples of Using Content

  • Video Interview Series (#6 “Internet Experts”)

    • Watch Jeramie McPeek for some great ideas

  • Videos on SEO Tips (#5 “SEO Videos”)

  • Post on 50 Blog Topics (#3 “Corporate Blog Topics”)

  • Image Posts (car crashes, tattoo, parrot flower)

Twitter @ArnieK @VerticalMeasure


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Have a Corporate Blog

  • 24% of our page views come from our blog posts (~4,000 per month)

  • We make 8 new posts per month

  • Gives us a vehicle to post new link worthy content

  • Keeps the search engines coming back

  • Internal linking

Twitter @ArnieK @VerticalMeasure


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Social & Search – Other Ideas

  • Widgets & Badges

  • Licensing of Content or Tools

    • Research results, white papers, free tools, etc.

  • Article Placement

    • Write authority articles and ask to place them

Twitter @ArnieK @VerticalMeasure