Jeff Riddall – Director of Product Strategy

www.gshiftlabs.com

@gShiftLabs

How SEO Can Impact Your Social Media Marketing

(and Vice Versa)

hello

• Director of Product Strategy at gShift

• 15+ years of Web marketing experience

• 7 years with gShift• Blogger • Social Media Addict• Hockey Dad

jeff.riddall@gshiftlabs.com@JRiddall on Twitter

about gShift

SaaS SEO, Content Performance and Influencer Marketing Platform for Brands and Agencies

We gather billions of data points for thousands of web presences across 25+ countries.

To be the platform marketers rely on to execute on owned and earned digital strategiesproving ROI on content investments from keywords, through multiple channels,

complete to customers.

We strive to make your marketing life easier by bringing all of the data, insights and reporting you need under one umbrella.

@JRiddall @gShiftLabs

agenda

• What is a Web Presence?• The Modern Marketers Growing Dilemma• Where and Who is Your Audience?• SEO vs. Social?• Content is Still King• Optimize Your Content• Distribute Your Content• Measuring Content Engagement

@JRiddall @gShiftLabs

what is a web presence?

• Encompasses all of your brand’s digital points of presence:

– Your website– Off-site content – blog posts,

articles, press releases– Social media accounts and posts– YouTube and other video networks– Social local – Yelp, TripAdvisor– Review sites– Directory listings – Paid Ads– Influencer generated content– Dark Social - email, messaging apps

@JRiddall @gShiftLabs

marketers growing dilemma

“Customers have moved from a discrete linear purchase path to moving at their

pace when and wherever they want”

Gartner 2015

“70% of the buyers journey is complete before a buyer even reaches out to sales”

Sirius Decisions

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myth of the buyer’s journey

@JRiddall @gShiftLabs

in travel, the funnel is a pretzel

Research conducted by Nielsen for Google in 2014 showed customers spend an average of 53 days booking their trip, during which they view 28 different sites over 76 sessions, while more than half of travelers use social media for travel tips.

http://www.traveltrends.biz/ttn555-consumers-overwhelmed-as-funnel-turns-to-pretzel/

@JRiddall @gShiftLabs

it all starts with searchSearch and social play an important role for customers throughout the

customer life cycle. People turn to both search and social channels throughout the stages of their journey – with over 90% of customers report they use

search at every stage of their customer lifecycle, and over 85% of customers saying they use social channels for discovery and consideration or purchase.

Forrester, April 2016

@JRiddall @gShiftLabs

optimize your content for search• SEO still matters, but it’s

changed too

• research and incorporate the right keywords to build your authority in the eyes of Google• what are you ranking for• what are your competitors

optimizing/ranking for

• create helpful, relevant content

• include clear Calls to Action

• encourage social sharing which increases CTR and can lead to backlinks

@JRiddall @gShiftLabs

who and where is your audience?

Renowned Marketing Consultant and Author, Mark Schaefer says “Leaders should answer two primary questions:

1. What social media platforms should be in their “information ecosystem.”

2. What metrics should they use to determine if they are connecting to their customers in the right places.

@JRiddall @gShiftLabs

who is your audience?

@JRiddall @gShiftLabs

where is your audience?

@JRiddall @gShiftLabs

where is your audience?

https://www.socialbeat.in/2017/05/26/5-digital-marketing-trends-transforming-travel-industry/

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“Random social media tactics lead to random results. You

need a strategy.”

-Stephanie Sammons, CEO, SammonsWealth

@JRiddall @gShiftLabs

content is still king“If the social web were a living organism, content would be the air that it breathes.”

“You must have at least one source of original rich content and you have 3 viable options: a blog, a podcast or a video series.”

“A source of rich content provides something that is shareable, conversational and engaging for social platforms.”

@JRiddall @gShiftLabs

optimize your social posts• social content is indexed and

can appear in search results too

• optimize social posts using topical, related keywords from blog or site content

• incorporate relevant keywords as hashtags, which are the basis of social search

• include visible social follow buttons on your site and social sharing buttons within your content

@JRiddall @gShiftLabs

establish connections

• identify and establish human connections with relevant social users Tip: User Twitter search to see who’s using keywords/#hashtags you want to be found for

• curate and share relevant content from others in hopes of reciprocation

• build your social community focused on trust and relationships

Image via richardborges.com

@JRiddall @gShiftLabs

“Content builds relationships. Relationships are built on

trust. Trust drives revenue.”

-Andrew Davis, Bestselling Author and Speaker

@JRiddall @gShiftLabs

distribute your content

• publish & distribute content wherever you’ve determined your audience is and have established a following

• identify and build connections with relevant influencers who can help share your content with their trusting audience

@JRiddall @gShiftLabs

validate your listings content

• Identify and validate all of your points of presence in off-site sources such as directories, local social networks (i.e. Yelp) and review sites

• Where possible, incorporate trackable links (Smart URLs) to relevant pages on your website e.g. specific product or services pages

• Monitor engagement with and the relative effectiveness of all distribution channels

@JRiddall @gShiftLabs

measuring content engagement

• Leverage Smart URLs

• Measure and monitor engagement by channel, by influencer, by content type, by geography

• Define and monitor conversion paths, which may cross on-site and off-site content

• Optimize content distribution for maximum engagement

@JRiddall @gShiftLabs

“There are three objectives for content marketing: reach engagement, conversion.

Define key metrics for each.”

-Michael Brenner, CEO, Marketing Insiders Group

@JRiddall @gShiftLabs

key takeaways

• Today’s buyer’s journey is a pretzel

• Almost every journey starts with Search

• Identify who and where your audience is then connect with them

• Create, publish, distribute and measure keyword rich, optimized content via targeted channels

• Validate, update and track owned off-site content

• Use Smart URLs to monitor engagement, optimize conversion paths, measure results

@JRiddall @gShiftLabs

Thank Youwww.gshiftlabs.com

gShift Resources

http://gshift.it/ELU-Resources

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jeff.riddall@gshiftlabs.com