SEO, Content Marketing & Social Media

A brief introduction to Search Engine Optimization (SEO), Content Marketing & Social Media in our newly connected world. It is not enough just to have a presence such as a Website, Facebook page, Twitter and other social media platforms. Content is now king! How to use content on-line to promote your brand to your target market and be relevant on Google searches!

Presented by Edward Radonic, Managing Partner

Standing out in the Newly connected World through

Content Marketing & Social Media

radonicrodgersstrategy+Travel & Tourism Marketing

SE – Search Engine, an on-line service that searches and displays results based on the criteria that you set. Google now being #1, and Yahoo and Bing trailing behind with a 20% market share combined.

SEO – Search Engine Optimization, the art and science behind marketing a website to achieve organic 1st page results in response to a searche query.

SEM – Search Engine Marketing, Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages through different methods including SEO and paid on-line advertising.

PR – Page Rank, Google’s link popularity algorithm used to rank the popularity of any given webpage.

Understanding all these crazy Acronyms


SERP – Search Engine Results Position or Page, The position in which a webpage is displayed in search engine results, excluding any paid listings. Your goal is a high SERP or a 1st page SERP.

Paid SERP – Paid Search Engine Results Position, Listings are ads or sponsored links, included by search engines in their results. Websites pay to be listed.

PPC – Pay Per Click, Advertisements appear on websites, the advertiser pays for every user click, which is then re-directed to their page.

PPI – Pay Per Impression or View, Advertisements appear on websites, the advertiser pays for every eye ball, every time it appears or is viewed.

Understanding all these crazy Acronyms


• Internet and Websites of the early 1990’s

• No way to be found, until the first search engines and directories.

• What are the goals & objectives of Search Engines. (1994)

• Site Owners started recognizing the value of high rankings.

• SEO considers how search engines work; Search terms and keywords for example.

• Optimization involves adjusting the content to satisfy the Search Engines algorithms.

• Creating opportunity for both white hat and black hat SEO practitioners. (1995)

Search Engine Optimization, (SEO) How it all began …


• The term SEO probably came into use by 1997.

• Mr. Page and Mr. Brin founded Google in 1998.

• Google soon became the preferred Search Engine by users.

• 2004 Search engines widened their rankings algorithms.

• 2005 Google started personalizing search results.



• 2007 Google proclaims using more than 200 factors in their page rankings.

• 2008 Entrance of Social Media complicates matters even further.

• 2008 Ranking was so complicated that they would be different for each user.

• 2010 Google made over 500 algorithm changes, almost 1.5 per day.

• 2010 Google announces Instant real-time-search.

• 2011 Google started penalizing & banning websites who used manipulative techniques to improve their rankings.



• SEO is not appropriate for every website.

• Don’t go into an optimization frenzy.

• Other strategies such as Pay Per Click may be more effective.

• Do ensure all the SEO basics are covered.

• Set up analytics programs and measure results.

• Improve site conversion rates, that turn into leads for you.

• Do consult with an SEO professional.

• Do consult with a Web strategist.

What to do about SEO?


• Your web browser will act as your personal assistant!

• Private Search Engine - STARTPAGE.com

• People are spending more time with their devices than watching TV.

• Mobile APPS – Applications and Mobile e-commerce is taking over.

• Very soon there will be more mobile devices than computers.

• Responsive Design no longer optional, Cross platform, desktop, laptop, tablets and smart phone compatibility.

The future is now


• The endless battle between Search Engines and Web site owners.

• At the end of the day its all about the Content on the page.

• So why not create high quality pages that engage and persuade users or more specifically your target market.

• High quality targeted, useful content will benefit your audience.

• This in time will return dividends to your on-line marketing efforts.

• Part of your SEO strategy should be an organic content marketing strategy.

• 1999, author Jeff Cannon wrote, “In content marketing, content is created to provide consumers with the information they seek.”

Conclusion on SEO?Leads nicely into Content Marketing …


Content Marketing is a marketing technique that involves the creation and sharing of media and publishing content in order to acquire profitable customers.

This information can be presented in a variety of formats, including news, video, white papers, info-graphics, case studies, how-to or travel-guides, Q&A articles, photos, blogs, editorials, e-books and custom publishing of entire magazines.

Content marketing is focused not on selling, but on simply communicating with customers and prospects. The idea is to inspire business and loyalty from buyers by delivering consistent ongoing valuable information.

Content Marketing Content is now King!


• Content Marketing disseminates information about a brand and builds a brand’s reputation.

• 1895 – John Deere launched the magazine, “The Furrow”, informative articles for farmers how to become more profitable.

• 1895 – John Deere’s magazine considered the first custom publication, is still in circulation today. 1.5 million readers in 40 countries and in 12 different languages.

• 1900 – Michelin publishes the Michelin Guide, offering drivers information on auto maintenance, accommodations and other travel and driving tips. 35,000 copies of the first issue were distributed for free and became the precedent for content marketing.

• 1904 – Jell-O salesmen went door to door, distributing their cook book for free. Touting the dessert as a versatile food, the company saw its sales multiply and by 1906 virtually destroy their competition.

Early examples of Content Marketing


• Consumers are leaning to brands that provide useful information about their services.

• Build your travel brand with the consumers experience in mind.

• This provides an edge over the competition and builds loyalty.

• Travel brands should build detailed, useful and informative content.

• Optimize the information, so it is easily found on search engines.

• Understand what your clients are searching when looking for your service.

• Adapt your Internet marketing around solid research.

• Remember to be consistent with your business philosophy & brand.

• The key to driving success will always be your Web site’s content.

Building Brands through Content Marketing


• Quality Content will stimulate the marketing AIDA model Attention • Interest • Desire • Action

• Keep your Brand in the Public eye. Absence does not make the heart grow fonder.

• Tell the marketplace what you have been doing; Promotions, innovations, news and your successes.

• Share your knowledge, get it written down into a story or a simple blog post.

• Start an ideas document, and start building an editorial schedule.

• Content Curation is a Hot topic in Social media circles and the Travel & Tourism industry is ripe to exploit this trend.

• Start sharing and distributing your content through Social Media

• Start Curating interesting relevant content on your Web Site and your social media platforms.

Conclusion on Content Marketing Leads us nicely into Social Media …


• The Golden rule is Quality over Quantity.

• Only start as many profiles on as many sites as you can run well.

• The Top 4 are still = Facebook, Twitter, LinkedIn and Pinterest.

• The Top 3 Goals are: 1. To engage, delight and build loyalty with fans and followers. 2. To bolster a brand’s rank in search engines through backlinks. 3. To gain exposure for a brand through social discovery and

amplification.

Introduction to Social Media Getting Started and the Basics…


• Engagement, “Likes”, “Comments” and “Shares”.• Engagement on steroids, Users posting their own content.• Contests are a great way to get people talking, sharing and

creating content for you.• Your Posts should be visual, include a photo, graphic or video.• Positive posts receive more engagement.

Facebook


Case Study how GoPro Sports Cameras used Social Media


• Posting questions, fill in the blank _____ or surveys. Also a source for more content, as survey results are released.

• Most experts suggest 2-3 times a day when possible.

• More importantly, post consistently, Once per day, 2-3 times per week, or even once per week as a minimum for small to medium sizes businesses.

• Be consistent and stick to it. Remember Quality over Quantity.


• Keep it short, 140 characters is the limit, not a goal

• Tweets should be more frequent than, Facebook.

• They can be really informal, simple thoughts.

• Make sure your tweets are on brand, don’t forget your goals.

• It is also ok to post the same tweet multiple times to avoid being drowned out.

• Network with other users, replies and re-tweets, they’ll return the favour.


• Pinterest is all about the lifestyle of users, little room for commercialism here.

• Posting beautiful lifestyle & experience type photographs and videos should come easily for those of us in the travel industry.

• Beautiful images of our destinations, attractions, hotels & activities.

• One of the easiest social media platforms to manage.

• A picture is worth a thousand words – is the idea here.

• Only use images that are extraordinary – almost professional!

• You can re-pin images that support your brand.

• Share travel tips, destination highlights, must sees and dos.

Pinterest


• Win friends so you can influence people.

• LinkedIn is all networking – So do it!

• These Audiences tend to be tack savvy and entrepreneurial.

• Join, create and participate in groups that are relevant to your products or services.

• Set up a business page on LinkedIn.

• Post engaging updates about 20 times per month.

• Keep it short and to the point.

• Sync your LinkedIn with your Twitter.

• Share interesting content you have read, researched, your contacts content, your own content such blog posts and white papers.


• Create an editorial calendar to help you stay on track.

• Jot down interesting subject ideas as they come to mind.

• Cut and paste interesting URLs of sites you’ve visited.

• Record news that is relevant to your organization, at your organization, new destinations, new itinerary, new attractions, special festivals, new expansions, new hotel or a new services!

• Schedule posts you would like to feature in the next week or weeks to come.

• Use services such as www.pagemodo.com

Now put it all together!


Standing out in the Newly connected World through

Content Marketing & Social MediaPresented by Edward Radonic, Managing Partner

Thank you!Sources:

Eran Ketter | eketter.com • Lyndi Lawson | gottaquirk.com • Michael Komodromou | mkg-group.com Plainjanes.com • Pagemondo.com • RadonicRodgers.com • Tourism-review.com • Wikipedia.com


SEO, Content Marketing & Social Media

Marketing

Transcript of SEO, Content Marketing & Social Media