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Social Media and Search

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  1. Presented by Arnie Kuenn Twitter @ArnieK or @VerticalMeasure #SMAZ Social Media and Search

  2. 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 #SMAZ

  3. 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 #SMAZ

  4. 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 #SMAZ

  5. 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 #SMAZ

  6. 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 #SMAZ

  7. 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 #SMAZ

  8. Example Search Results (reputation management too) Twitter @ArnieK @VerticalMeasure #SMAZ

  9. How Does it Work Today? Bot or Spider Twitter @ArnieK @VerticalMeasure #SMAZ

  10. What Does It Look For? Title tag H1 tag Content Bold 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 #SMAZ

  11. Search Engine Results Indented Listing Local Listing Twitter @ArnieK @VerticalMeasure #SMAZ

  12. 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 #SMAZ

  13. 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 #SMAZ

  14. 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 #SMAZ

  15. 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 #SMAZ

  16. 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 #SMAZ

  17. 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 #SMAZ

  18. 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 #SMAZ

  19. 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 #SMAZ

  20. 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 #SMAZ

  21. 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 #SMAZ

  22. 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 #SMAZ

  23. 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 #SMAZ

  24. Thank You!Q & A