search marketing theatre; seo + social = roi; how they combine to benefit your business!
TRANSCRIPT
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Presented by: John Heffernan Business Development ManagerMediaCo (UK) Ltd – Stand E21
Social Media and Search Marketing
Social Media + SEO= ROI
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Agency Insight
• Online Marketing Agency
• Delivering results since 1999…
• Offices in Dundee, Edinburgh & Singapore– Sales coverage: London, Midlands & Dubai
• Focus on strategic online marketing:– Search Engine Optimisation– Pay-Per-Click Advertising– Email Marketing– Content Copywriting / Development– Social Media Integration
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Keyword List Creation Targeted Messaging Relevant Landing Page
Reach Relevancy Driving Conversions
SEO: you can influence keywords, messaging and control on page content
Search Engines and SEO
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ON PAGEOFF SITE
ON SITE
Internal Links
Linktext
DeepLinks
KEYPHRASES COMPETITORS
SEO Components
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Internal Links
Linktext
DeepLinks
Web LinksSocial Bookmarking
Social Networks
Social Mentions
Embedded Video
RSS Syndication
Online Press Releases
Article Marketing
Blog engagement
Off Site Optimisation – Link Building
ON PAGE
ON SITE
Social.Media.co.uk
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Picture worth a 1000 words
All Clear?.......................
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Off Site Optimisation
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www.yoursite.co.uk
Content Syndication
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Many Different Syndication Channels….
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How the mighty can Fall......
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Content is the bedrock of links
• Content syndication– Boost rankings and traffic & ROI
• To get good Links you need Good Content
• To promote effective Social Mentions you need Good content
• To have good SEO Content – you need target keywords!
• Good Content: – Opportunity to “say” more / create more points of entry – More opportunities to optimise / establish your site
as a content authority
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Use the phrase in the page title
Create well written copy content
Use Phrase repetition and related terms
Define a clear path – Call to Action…….
Minimise distractions – Focus!
Set a measurable goal
Social Media & SEO – Content “Rules”
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Social Media Channels….?
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More than just Facebook, Twitter & YouTube!
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The 3 P’s of Social Media Optimisation
Presence, Participation & Promotion
Presence: •Originate / Customise / Connect Channels
Participation: •Saying the right thing in the right way in the right channel – Engagement!
Promotion:•Share – Syndicate – Become “Findable”
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ConnectIndustry Groups
Easy Content Sharing
Why Use Social Media? - Facebook
Paid Demographic Target Ads
Competitor News
& Fan Pages
TIP: Human Photos have a higher click through rate than Company Logo’s !
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Why Use Social Media? - Twitter
- Brand Recognition
- Discover Industry Trends
- Drive Traffic
- Tweet – ups
- Instant Feedback
- Build Connections
- Reach Prospects
Tip: Add Google analytics Tracking to content promoted via Twitter – or it will be lost in the Direct Traffic Pot!
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Why Use Social Media? – Linked In
Tip:Public Profile URL: personalise your LinkedIn Profile page by using your name in the URL.
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And the latest new kid on the block……
January 2012 – more traffic direct to Websites than LinkedIn, Google+, Reddit and Youtube – Combined!
Facebook without the Whining - But you need an invite!
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STOP – Plan your Strategy!
Planning, planning and more planning!
Integrate : Strategy, aim, objectives, targets....Understand your audience - People Buy People!
Brand Reputation: MonitoringListen and then – Join the conversation!
Content is still KING!
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Time & Resource........
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Social Media Planning .........
Where are their moderators? Why is there no response?
Why are they allowing these comments to stay on their profile page?
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Set your Business goals
• Be seen as an authority
• Get customer insight into your product, marketing & services
• Educate, excite and engage customers
• Differentiate your brand from your competitors
• Reach a new / expanded audience
• Encourage word-of-mouth
• Conduct Activity – Increase Visibility
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Social Media Content
Either: write something worth reading about or do something worth writing
about..................................Ben Franklin
Tell your story ORHave it told for you!!!
I’m sorry for writing such a long letter …
… but I didn’t have time to write a short one …
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How does your Business “fit” with Social Media
Image used from www.athenamedia.ie
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Social Media Business Benefits
Used from the “2011 Social Media Marketing Industry Report”
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MediaCo – SEO & Social Media
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Social Signals and Brand Mentions…..
• Social Signals count towards Search Engine Visibility
• Create interesting Content– Quality not Quantity!
• Video Optimisation– Keyphrase Research
• Social Media Activity
• UGC!– Reviews / Ratings / Photo’s– Videos / Forums / Guest Articles– Hints & Tips / Q & A / Polls / Surveys
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Measuring success
• Traffic growth – client visits, time on site
• Conversion & Sales
• Feedback & Interaction
• General online buzz
SEO “Off-Site” – Content development & SyndicationSocial Media – Content development & Syndication
Social Media interaction – generates Links!
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So.... Into the future?
• Mobile Search – Social, Local, Mobile…..SoLoMo
• Start with Content – Create more Content and finish with Content– One piece of content CAN make a difference!
(but make it interesting………)
• Let Social Media tools do the work
“If you feel the urgent need to be everywhere at once you’re headed in the right direction”
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“..structured well...With quality, unique content…….”
“..if you
produce
great, original content...
On and Off-site…”
Google & Content
“ ..you will rank well.”