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social media and search
Presented by Arnie Kuenn

Twitter @ArnieK or @VerticalMeasure

#SMAZ

Social Media and Search

optimizing for search is critical
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

search marketing reality
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

why invest in search
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

what happened in 2009
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

what to expect in 2010
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

how does social influence search
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

example search results
Example Search Results

(reputation management too)

Twitter @ArnieK @VerticalMeasure

#SMAZ

how does it work today
How Does it Work Today?

Bot or Spider

Twitter @ArnieK @VerticalMeasure

#SMAZ

slide10
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

search engine results
Search Engine Results

Indented Listing

Local Listing

Twitter @ArnieK @VerticalMeasure

#SMAZ

your website create good content
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

proper on page optimization in order of importance for 2010
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

what not to do on pages
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

biggest factor is still inbound links
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

social media in search results
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

the best of both social search
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

example run contests
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

big companies too
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

even internet marketing companies
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

other examples of using content
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

have a corporate blog
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

social search other ideas
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

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