I know this guy who…
How to use your content to be found and referred
Sonny Cohen
Director of Internet Marketing Strategy
I KNOW THIS GUY WHO…
We do business with people who we know and trust
"Ideas and products and messages and behaviors spread like viruses do."
I KNOW THIS GUY WHO…
SEO & SMM
�Search engine optimization (SEO) and social media marketing (SMM) are interdependent
�Search engines help you become known (found)
�Social media builds trust (leading to objective)
�Social media drives search engine performance
DO BUSINESS WITH PEOPLE
� Branding is about people, not company names
� Companies need to put faces on the brand in order to win acceptance
� People trust other people to introduce them to brands
� Companies have to put their individual employees
out there and let them become brandsSteve Rubel, Edelman PR Digital Director of Insights
What this means to you:
What name is on the corporate email you send?
Are you blog posts signed by real people?
Tweeting by name and/or company veil?
Edelman Trust Barometer 2009 http://www.edelman.com/trust/2009/
ACHIEVE AWARENESS
What this means to you:
Is your website the answer to someone’s question?
Does your web analytic keywords display queries that led to your site?
ACHIEVE AWARENESS
What this means to you:
Are you being found effectively in search?
How does your search performance trend?
Are you being found for what is important to you?
OBTAIN TRUST
What this means to you:
What is your online reputation?
Where are you rated?
Who is talking about you?
I KNOW THIS GUY WHO…
We do business with people who we know and trust
SEO & SMM
�Search engine optimization (SEO) and social media marketing (SMM) are interdependent
Awareness + Trust = Business
SEARCH ENGINE MARKETING MISSION
� “We want our website to be found on search engines”
� (Beware of trick question)
�True? False?
SEARCH ENGINE MARKETING MISSION
�We want:
– Important content pages
– Product pages
– Program pages
– Industries served
– Biographies of key personnel
– Social media content
– To be prominent on search engines
ONLINE MARKETING MISSION
� We Want:
� (Awareness)
– Important website pages (landing pages)
– To be prominent on search engines (SERPS)
� (Trust)
– And for prospective visitors to click through to these important pages (search engine referral = SUCCESS METRIC)
– And for their site visit to achieve some kind of specific and meaningful objective (business case)
KEYWORDS
� Keywords = Words & Phrases• 2 -3 words are commonly searched
• Natural language search is common
• Questions are frequent
� Relevant to your organization
� Actually Searched
� Not Competitive
USE SEARCHED PHRASES
� Research whether people actually search for your keywords
Results pages from www.wordtracker.com
KEYWORD EVALUATION
Being Found in Search is about:
�Rich website content
�Language of your targeted visitor
�Well linked
�Social media metrics
But Being Found in Search is Not Enough
CONVERSION
� (Trust)
–And for prospective visitors to click through to your important pages (search engine referral = SUCCESS METRIC)
–And for their site visit to achieve some kind of specific and meaningful objective (business case)
ROOFING CONTRACTOR RESPONSE
� Fast Pitch! is an active social network for business professionals to connect with friends, colleagues and customers and share contentabout their business.
� Your one-stop source for building your online brand, marketing yourself on the web and simplifying communications with people.
SOCIAL MEDIA MARKETING & SEARCH MARKETING UNITED
�People do business with people who they know and trust
� (People don’t do business with people they don’t know or don’t trust)
�Search marketing will help you be found
�Social marketing will help you be trusted
�Social marketing drives search marketing
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