Presentation from the Learn24 Event this past March 2010.
Specific objectives:
* Uncovering SEO opportunities with content
* Building inbound links via Social Media
* Creating content & SEO strategies in coordination with social media initiatives
http://learn24web.com/
http://www.komarketingassociates.com/blog/b2b-content-marketing-summit-commentary/
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
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
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
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
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
Stephanie put together a lot of good ideas for creating new content – here are simple ways this practice can be optimized for search engines
But the optimization of content for search goes beyond keyword tagging and new page creation
Objective: More than 10 traditional search results
Objective: More than 10 traditional search results
While blended search presents more opportunities to marketers, we are still trying to get keyword visibility in traditional search results.
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
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.
Examples of ways to leverage the interaction in social communities to acquire and develop inbound links
In order to get visibility to these links, a network must be developed
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
Organic search engine traffic up 100% year over year