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Marketing Content Through SEO and Social Media
Presentation Agenda ,[object Object],[object Object],[object Object]
Uncovering SEO Opportunities Through Content
White Paper/Case Study  Landing Pages
Improving White Paper Visibility Tizor Systems Site Objective:  Generate interest from peers in the educational resources of this technology startup Strategy 1:  Create more content available to be indexed by search engines Tactic:  Creation of individual white paper landing pages to unlock long-tail keyword phrases We added hyperlinks that connected users (and search engines) to each applicable White Paper Executive Summary Page
Improving White Paper Visibility Strategy 2:  Enhance landing pages so there is both PPC and SEO value Simplified the conversion process by adding a request form to each landing page. ,[object Object],[object Object],[object Object]
Improving White Paper Visibility Guidon Performance Systems We’ve implemented a similar strategy for a new client, Guidon Performance Solutions Approximately  100 case studies  broken down into individual landing pages To aid lead generation efforts, we added an additional call-to-action and cross-links at the bottom of the page 33% growth in unique keywords  sending traffic during the second month of the program We  cut the cost/lead by 50%  in the first 60 days
Landing Page Considerations ,[object Object],[object Object],[object Object],[object Object]
Blended Search
Search Engine Optimization
Blended Search Results The integration of blended search (Google’s Universal Search) means that more vertical search elements are being integrated into traditional Google.com search  Reference: http://searchengineland.com/070516-143312.php  The Key  to knowing if you should be investing in blended search is in keyword research and evaluating search results
News Feed Optimization ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Press Release Optimization ,[object Object],[object Object],[object Object],[object Object],Approximately 18,000 searches/month Approximately 40,000 searches/month
Press Release Optimization ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Make sure to add the http:// to the beginning of all web addresses  Websites may pick this up and automatically generate links to your website
Video Search Engine Optimization Strategies for Video SEO Create comprehensive keyword-centric video details (Titles, Descriptions, Tags, etc) Embed & Link to YouTube/Third Party Video destinations on your site (and vice versa) If video is on the site, submit both video files and web pages via XML sitemap (use the same title structure for page & video) Google Guidelines http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=80472
SEO & Social Media
SEO Landscape: The Core Components  ,[object Object],[object Object],[object Object],[object Object]
SEO Landscape: The Next Level  Social Media has become a critical component of SEO Strategy -  Reasons: Social media users are more savvy online consumers, who tend to  link back  to sites/content they find of value; necessary for targeting link building strategies Social media provides an opportunity to  evaluate & research  what types of content will resonate with an audience Social communities have become important tools for  developing relationships  with site owners, marketers, and publishers of content; necessary for targeting link building strategies
Link Building Observations w/Social Media ,[object Object],[object Object],[object Object],[object Object],[object Object]
Link Building & Social Media Communities
YouTube
YouTube
Twitter
Twitter Messaging ,[object Object],[object Object],[object Object],[object Object]
Twitter Search.Twitter.com allows users to search for profiles and conversations related to strategic keywords Evaluate popularity  by observing the number, frequency and rate to which new updates appear Subscribe to RSS feeds  of the most important queries to keep an up-to-date record of information
Twitter
LinkedIn
LinkedIn
LinkedIn ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Blog Post Development & Blog Outreach
Blog Outreach & Strategy
Blog Outreach & Strategy http://www.postrank.com/topic/automotive
Blog Outreach & Strategy 30+ Different sites linked  to the post based on our outreach and information generating 3,200+ page views
Social News & Bookmarking Sites ,[object Object],[object Object],[object Object],Fortunately, many influential members of these social media communities are also accessible via Twitter, LinkedIn, and other social networking websites
Social News & Bookmarking Sites “ MrBabyMan” (IE, Andrew Sorcini) Most successful user in the Digg community (with respect to stories making the Digg Front Page) Also can be reached on Twitter, IM, and through his blog/weekly podcast http://twitter.com/scaryinternet/digg-s-top-100-users
Social News & Bookmarking Sites
Example of Successful Blog Content ,[object Object],[object Object],[object Object],[object Object],http://blog.machinefinder.com/1104/tractor-art ,[object Object],[object Object],[object Object],[object Object],[object Object]
Example of Successful Blog Content http://wikibon.org/blog/data-storage-professionals-on-twitter/ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Final Wrap Up ,[object Object],[object Object],[object Object],[object Object],[object Object]
Questions?
Thank You! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Learn24 SEO & Social Media Presentation

  • 1. Marketing Content Through SEO and Social Media
  • 2.
  • 4. White Paper/Case Study Landing Pages
  • 5. Improving White Paper Visibility Tizor Systems Site Objective: Generate interest from peers in the educational resources of this technology startup Strategy 1: Create more content available to be indexed by search engines Tactic: Creation of individual white paper landing pages to unlock long-tail keyword phrases We added hyperlinks that connected users (and search engines) to each applicable White Paper Executive Summary Page
  • 6.
  • 7. Improving White Paper Visibility Guidon Performance Systems We’ve implemented a similar strategy for a new client, Guidon Performance Solutions Approximately 100 case studies broken down into individual landing pages To aid lead generation efforts, we added an additional call-to-action and cross-links at the bottom of the page 33% growth in unique keywords sending traffic during the second month of the program We cut the cost/lead by 50% in the first 60 days
  • 8.
  • 11. Blended Search Results The integration of blended search (Google’s Universal Search) means that more vertical search elements are being integrated into traditional Google.com search Reference: http://searchengineland.com/070516-143312.php The Key to knowing if you should be investing in blended search is in keyword research and evaluating search results
  • 12.
  • 13.
  • 14.
  • 15. Video Search Engine Optimization Strategies for Video SEO Create comprehensive keyword-centric video details (Titles, Descriptions, Tags, etc) Embed & Link to YouTube/Third Party Video destinations on your site (and vice versa) If video is on the site, submit both video files and web pages via XML sitemap (use the same title structure for page & video) Google Guidelines http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=80472
  • 16. SEO & Social Media
  • 17.
  • 18. SEO Landscape: The Next Level Social Media has become a critical component of SEO Strategy - Reasons: Social media users are more savvy online consumers, who tend to link back to sites/content they find of value; necessary for targeting link building strategies Social media provides an opportunity to evaluate & research what types of content will resonate with an audience Social communities have become important tools for developing relationships with site owners, marketers, and publishers of content; necessary for targeting link building strategies
  • 19.
  • 20. Link Building & Social Media Communities
  • 24.
  • 25. Twitter Search.Twitter.com allows users to search for profiles and conversations related to strategic keywords Evaluate popularity by observing the number, frequency and rate to which new updates appear Subscribe to RSS feeds of the most important queries to keep an up-to-date record of information
  • 29.
  • 30. Blog Post Development & Blog Outreach
  • 31. Blog Outreach & Strategy
  • 32. Blog Outreach & Strategy http://www.postrank.com/topic/automotive
  • 33. Blog Outreach & Strategy 30+ Different sites linked to the post based on our outreach and information generating 3,200+ page views
  • 34.
  • 35. Social News & Bookmarking Sites “ MrBabyMan” (IE, Andrew Sorcini) Most successful user in the Digg community (with respect to stories making the Digg Front Page) Also can be reached on Twitter, IM, and through his blog/weekly podcast http://twitter.com/scaryinternet/digg-s-top-100-users
  • 36. Social News & Bookmarking Sites
  • 37.
  • 38.
  • 39.
  • 41.

Editor's Notes

  1. Stephanie put together a lot of good ideas for creating new content – here are simple ways this practice can be optimized for search engines
  2. But the optimization of content for search goes beyond keyword tagging and new page creation
  3. Objective: More than 10 traditional search results
  4. Objective: More than 10 traditional search results
  5. While blended search presents more opportunities to marketers, we are still trying to get keyword visibility in traditional search results.
  6. Reality is that in today’s online world, social media really can become its own channel for a business. While no one argues with regular traffic from search engines, social networks represent millions of users and visitors potentially every day
  7. Some of the links I am going to show you are “nofollow” links – meaning search engines are not suppose to credit the value. Even though a link is nofollow, it can still provide value – perhaps as a call-to-action, opportunity to provide more information, or simply a way to generate traffic.
  8. Examples of ways to leverage the interaction in social communities to acquire and develop inbound links
  9. In order to get visibility to these links, a network must be developed
  10. February: Dealer Contacts from third party sites less Deere.com at highest levels since we’ve tracked the metric (2+ years) – on pace to outpace in March
  11. Organic search engine traffic up 100% year over year