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Milestone Confidential
Re-Assess the Impact of Social
Media on your Online Visibility
and Search Strategy
Anil Aggarwal
#milestonemktg
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Milestone at a glance
Drive online revenue and profitability for our clients Silicon Valley ~ Chicago ~140 employees ~ 1400 hotels
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Search and social marketing trends
1. Content - engaging, relevant, freshness
2. Schemas - mark up your site
3. Robust mobile strategy
4. Website usability and conversions will impact SEO
5. Personalization of search will continue
6. Links – relevance and quality over quantity
7. Robust social content marketing strategy
8. Social media signals – key for successful SEO strategy
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Business’ online assets and web equity
SoLoMo (Social Local Mobile)
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•Flickr
•YouTube
•Foursquare
•Google+
Social
Blog
Website
Conversions
How it influences online marketing: conversion funnel
Creating
conversion
opportunities
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Social content marketing
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Robust content marketing strategy
Social media & blogging (content marketing) contribute significantly
to a website content authority
Visuals are vital in content. Engagement generated on
Facebook posts with media
increased by:
180% with photo album
120% with picture
100% with video
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Content marketing initiatives
Enhance engagement and creativity of
content across blogs and social channels
Increasing image and media-use
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Use of “User Generated Content” for
content marketing Foursquare tips
Keywords used
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Content freshness and
engagement –calendars
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Find trending topics
Checking for fresh content ideas for blog, package, social posts.
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Content freshness and engagement –
local events calendar
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Social signals
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Social signals key for SEO
Social signals are key influencer in SEO Emergence of Google+
Facebook’s Graph Search
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On-page social sharing features
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Google+ Business Page
Serves as central hub of online ecosystem
Triggers recognition of new or fresh content
Acts as citation and builds valuable content directly associated with brand
Allows you to connect with the SSL Searchers
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Google+ influence on SEO
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Summary
Search is evolving - its becoming local, social, mobile
Content marketing across website and local and social
channels
Social signals will play an increasing role in search engine placement
Universal marketing approach
Seamless integration of marketing on all online channels – web, local, social,
reviews, mobile, etc.