Social Search: How to Dominate Digital Shelfspace

Francis Skipper VP of Digital Marketing

617-259-1605

francis@451marketing.com

linkedin.com/in/francisskipper

@fskip

www.451Marketing.com

The Way We Find and Consume Information

has Changed

Search engine popularity has increased

4,717,000,000 Per Day

Worldwide, 1,722,071,000,000 searches conducted on Google last year.

(Yes, that’s trillion)

1 Billion Users

500 Million Users

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Social Media Directly Affects Search Results

We Have More Opportunities as Marketers

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You Are NOT a Search Marketer

Search Marketing is a Full-Time Job

Understanding the Basics Can Enhance Your Overall Marketing and Communications

Paid Results

Organic Results

Search Engine Results Page (SERP) Search Query

SEO Has Three Core Components

Content Code Connections

AUTHORITY

external linking

audience sentiment

CONTENT

relevant keywords

unique copy and media

ENGAGEMENT

geo-targeted content

social media interaction

(and the other guys)

Content Quality & Accessibility

Keyword Research & Targeting

Link Building

Social

Quality Content First

Content Quality & Accessibility

Develop a Content Strategy

Keywords are…Key

Content Quality & Accessibility

Keyword Research & Targeting

Keyword Research To get optimal traffic from search engines, need to create content around ht

Keyword Research How can you find the best keywords to include in your content?

Before You: • Consult a keyword tool

• Analyze keyword density

• Rewrite any content

Sit down and perform a Google search.

Keyword Research Analyze SERPS for Your Keywords

• Who is ranking? • What are they doing effectively? • Create a list of competitors • Is your search too broad? • Can you add modifiers?

Keyword Research

Q: For what Google search should you rank #1?

A: “innovative, creative, game-changing”

Q: What do you do/make/sell?

A: “Oh. Full suspension

Mountain Bikes & Accessories”.

“Keyword Research begins by admitting that you may not have all the data” – Totally wise man

Keyword Research

Determining User Intent

Navigational Queries

80%of all Searches

Transactional Queries

Informational Queries

The Long Tail

https://adwords.google.com/o/KeywordTool

Create ads and choose keywords which are related to your business.

www.spyfu.com/

Keyword Tools, SEO, and PPC All-In-One.

www.SEMrush.com

Keyword Tools, SEO, Facebook and PPC All-In-One.

Keyword Research

Keyword Research & Targeting

Link Building

Linking is Essential

Content Quality & Accessibility

Quality Backlinks Essential for Search

Link Review: siteexplorer.search.yahoo.com

Keyword Research & Targeting

Link Building

Content Quality & Accessibility

Social is Your Friend

Social

Social Media

Search Marketing

Make Sharing Easy

Links to social properties on website Share buttons with content

Optimize URLs

Optimize Blogs

Optimize Posts and Updates

Measure Segment social traffic in Google Analytics

Measure: Social Signals

Optimize: Low Hanging Fruit

Social Optimization is an Ongoing Cycle

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Takeaways:

1. Customer Centric Keywords Research keywords and social topics to inspire a social content plan

2. Incorporate SEO Across Platforms Optimize and socialize all content production (and integrate analytics)

3. ABO: Always Be Optimizing Establish organizational and interdepartmental goals. Cross train on SEO, social, and content posting

Content Quality & Accessibility

Keyword Research & Targeting

Link Building

Social

Positive activity on social platforms

Create direct link references to content internally on your site from high quality, reputable,

external sources

Choose keywords that search engine users are likely to use to find your content. Place important

keywords in site content and coding and in external communications (releases, social posts)

Create useful content that will keep visitors coming back for more. Craft high quality user experience (site/platform layout) and ensure accessibility

across devices and search engines

Questions?

• Founded in 2004

• National communications agency based in Boston and representing Los Angeles, New York, San Diego, and Las Vegas

• Managing Partners Nicholas Lowe, AJ Gerritson, and Tom Lee

• Named a 2011 and 2012

About 451 Marketing

The experienced team at 451 Marketing specializes in integrating public relations, social media, and search marketing tactics into dynamic communications campaigns. We work with brands to build awareness, engage customers, and drive business using custom, integrated communications campaigns.

Integrated Communications

Francis Skipper VP of Digital Marketing

617-259-1605

francis@451marketing.com

linkedin.com/in/francisskipper

@fskip

www.451Marketing.com

Social Search: How to Dominate Digital Shelfspace