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The Future of the Internet 1 - Social & Search = Content Marketing (Feb 2013)
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Transcript of The Future of the Internet 1 - Social & Search = Content Marketing (Feb 2013)
Agenda
IntroductionWhat Social Media isn’tWhat Social Media isThe Blurring of Social & Search Marketing7 Steps to Content MarketingConclusions
Paul Tansey – Intergage
Web Marketing Nerd with the Big Chin
I will never know everything
Slides available later!
Hello, This is Me
Web design
Content management
Online advertising
Social media
Search engine optimisation
My CompanyOnline & offline PR
Video and multimedia
Training and seminars
Our aim
What Social Media Isn’t
OptionalA replacement for offline networkingA replacement for salesmanshipEasyCheapAn opportunity to shout sales messages A place to talk endlessly about youA replacement for a WebsiteWithout challenges
Biggest Social Media Challenges
Finding the timeCreating original contentDeciding what to sayMeasuring ROIEngaging with customers
Pre-Requisites To Social Media Success
Be good at what you doKnow what success looks likeHave your brand guidelines agreed - including keywordsKnow your perfect customerGet to know them better!Join up systems and automate to save time
What Social Media Is
A tool for keeping your ear to the groundA way to have conversationsA way to get discoveredA team gameSomething that needs rulesSomething that needs a plan / tacticsA way to waste a lot of time / moneyA component of your marketing strategy
What Social Media Is
A way to drive traffic to your websiteA great way to stay in touch A great source of advertising opportunitiesA great source of referralsThe best way to use testimonials and recommendationsA highly efficient way to communicateSomething you should do yourselfA way to publish and promote content
Our changed world
Pre Internet Marketing
Diagram adapted from the book “Social Media Marketing – An Hour A Day”, by Dave Evans
Diagram adapted from the book “Social Media Marketing – An Hour A Day”, by Dave Evans
Where Social & Search Impact
Social Media Search Engines Social Media
The Power of Word of Mouth
14% of people trust Ads
70%+ of people trust recommendations from strangers
90% of people trust peer recommendations
The Changing Face of Search
Google hasn’t changed it’s goalsThe importance of keywordsThe importance of linksThe new link landscape
Anchor text links
All links that drive relevant traffic are goodAll links are not equal however
Site A Site BClick Here
More Information
Cheese Click here
Cheese
Smells like cheese
Cheese
Interesting cheese
facts
CheeseMore information
Read more
Search Results now More Diverse
No longer just “blue links to Web pages” PDFs Images Blogs Video results Google Graph results Google+ Shares and Google+ Linked Blog articles Slideshare presentations News articles and press releases
Panda born February 2011
Mission = Kill low quality sites / Reward High Quality Sites
An algorithm built to mimic what humans really like and trust
A unique Machine Learning process
Over 500 updates in 2011 alone
Affected 12-13% of all US/ English websites
Google’s Panda Update
Panda loves:
Expert and enthusiast content
Fast loading
Social shares
Sites you love and spend time on
Interlinked content on pages
Dynamic links
Google’s Panda Update
Panda hates
High bounce rates
Lots of Ads (especially above the fold)
Lots of static links
Broken links
Pages that look like article marketing sites
Google’s Panda Update
Penguin born April 2012
Mission = Kill WebSPAM – Over optimised sites
Affected 3.1% of Websites
A filter to remove junk out of SERPS
Google’s Penguin Update
Penguin hates:
Keyword stuffing in content
Scraped / duplicate content
Sites that rank high and engage low
Suspiciously exact inbound keyword links
A lack of link diversity
Google’s Penguin Update
Content still has to be labelled clearly (meta data etc.)
Domain names still matter (although we are told not as much)
Links important but inbound link profiles need to appear natural not manufactured
New emphasis on user experience and navigation
Design for users not search engines – create “Wow!” content
How users engage BY KEYWORD
Social shares the biggest predictor of success – make sure your content can be easily shared
Search post Panda & Penguin
Search Results now More Authentic
“Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining anonymous, then, might be irrelevance”
Eric Schmidt, CEO, Google, February 2013
Social and Search are not enemies, they are partners
Search engines LOVE likes, shares, comments and recommendations
All kinds of stuff shows up in search if it “Liked, Shared etc.)
If SEO means manipulating search results through old school link creation, then it is dying…
Authorship is absolutely the way forward
Search results can be dominated by successful social media profiles
Can I show you something cool…
Quick Re-Cap
My Linkedin Profile is
Found as No1 result on Google search for UK Web marketing speaker Web marketing expert Bournemouth Bournemouth Web marketing expert Bournemouth internet marketing expert
My Linkedin Profile is
Found on Page 1 on Google search for uk web marketing expert uk linkedin expert uk linkedin expert speaker internet marketing speaker dorset
“Though the consumption of traditional media hasn't declined significantly among the executive audience, various social and digital media have been added to the mix for work-related purposes:
76% watch online video.
71% view webcasts.
65% use professional networking sites
such as LinkedIn
63% read blogs.”
Content Consumption
SummaryProfile your customer in
detail. Understand where they hang out online and how they search to solve
their problems and achieve their goals. Create and
promote optimised content you think
they will LOVE
Content is Liked, shared,
commented on and conversations start
It becomes more visible in search as
this happens
You attract more traffic to your site
through search and referral
Your follower network grows as content is shared
Assess, measure, refine and repeat
Key Conclusions
Social media isn’t a strategy – it’s a collection of tools and tacticsYou need a Marketing strategy that encompasses social mediaLikes (shares, comments recommendations etc.) are the new linksSocial profiles can outrank websitesAuthenticity and expertise are keyFocus on a customer and the how they make a decisionCreate content these people will LOVEDistribute this intelligentlyEngage in conversation Build relationshipsMeasure, adjust and repeat