Miley Cyrus & Silicone Rubber

• SEO vs. SEM

• Search intent

• How search engines work

• Strategy

WHAT WE’LL COVER

SEO vs SEM

SEM – “usually attributed to paid advertising for

keywords and sponsored links”

SEO – “the process of building pages in a

manner that enables the pages to rank highly in

algorithmically determined search results”

- “The Aftermath of SEO’s Death This Summer”, Forbes.com

DISTRIBUTION OF SEARCH INTENT

RELEVANCE AND IMPORTANCE

Search engines are driven by 2 factors, relevance of

content, and importance of content

A CHANGE OF VENUE

In 2013, Miley Cyrus left Disney’s Hollywood Records and

signed with RCA records. But they faced a dilemma:

A NEW IMAGE?

How to transition from her

Disney self...

to her new self ?

BE INTERESTING

Interesting means being talked about

CHANGE THE CONVERSATION

Miley Cyrus’s VMA performance changed the story of who

she was in people’s minds…

BE INTERESTING

…and across the internet

“GREAT ARTISTS STEAL”

WHAT THE HELL IS “TWERKING”?

"Twerking" was an especially powerful edge to Miley

Cyrus's SEO

IT WORKED

As Hannah is forgot as Miley reaches her greatest

popularity ever.

MORE POPULAR THAN HER WORK

Miley is the popular product

Bangerz[46]

MARTHA STEWART!

SMOOTH-ON IS SELLS SILICONE

If you type in "silicone rubber", Smooth on is your second

organic result after Wikipedia's silicone rubber entry.

SMOOTH-ON IS RELEVANT

Their site is insanely relevant.

MARTHA USES SILICONE

Martha Stewart helps generate interest.

SMOOTH-ON IS IMPORTANT

Smooth-on is referenced across the web

BE INTERESTING

Get people talking on and off the web

END

Thank you