search powerpoint 3/2/11
TRANSCRIPT
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Search Marketing: How and Why to Integrate with Social Media
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• Form of Internet marketing used to promote websites by increasing visibility
• Tools include: SEO (search
engine optimization)
Paid advertising
What is Search Marketing?
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Importance of SEO
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What is social media?
Examples: - content communities - social networking sites - blogs, wikis - internet forums, portals - collaborative projects - social bookmarking
A form of online media where people are talking, participating, sharing, networking and bookmarking online.
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Importance of Social Media 512,080,060 users
10 million “fans” sign up to commercial “brand pages” every day
Facebook accounts for 25% of all web traffic
• 5 billionth picture uploaded September 20th, 2010
• >3,000 images uploaded to Flickr per minute
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SERP = Search Engine Results Page
• List of websites in response to search query• Sponsored listings• Images• Maps• Definitions• News• Videos
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Changing Landscape of SERP Pages
3. Google Personalized Search
1. Google Instant• Shows actual search results in real time• Arrive at the right content faster • Localized, instant feedback = better search, easier to navigate
2. Google Suggest
• Sign in to Google• Search results most relevant to you• Follow interesting trends based on web activity
• Autocomplete, helps user frame search query• Collection of phrases and words based on what others have typed into Google• Predicts queries most users would want to see
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Changing Landscape: Social SearchSocial Search Search becomes more personal to the user
Integrates content from friends & online contacts to query
“Social” added to Google Images (see friends’ pictures)
“Results from your social circle”
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SEO/PR = Public Relations + Search Engine Optimization - Innovative - Combines generating more sales leads, and publicity
by crafting/optimizing press releases and e-zine newsletters
What Is SEO/PR?
Benefits:• Increase website ranking • Increase referrals from search
engines• Position as the subject matter
expert• Catch attention of journalists using
Google and Yahoo as news source• Increase qualified prospects/clients
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Building Gentle Giant’s Search Marketing Strategy:
1. Develop/refine keyword strategy
2. Analyze website
3. Create SEO Strategy Document for website
4. Implement site structure; content modifications
5. Refine/implement keyword PPC strategy
6. Allow for Google to crawl website
7. Measure/document rankings
8. Begin external link building strategy
9. Measure/report results
10.Perform ongoing adjustments
11. SEO/PR
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Site traffic significantly increased from 8,969 visitors/month to 14,912 three months after campaign launch
Organic search traffic nearly doubled three months after optimization ( 4,609 to 9,769 visits)
Search engine keyword rankings continue to climb; local and broad keywords ranked on first page of Google and Bing
Significant increase from 791 “Request for an Estimate” to 2,497 requests four months later!
Gentle Giant: Results
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Who Is 451 Marketing?Founded in February, 2004
Headquartered in Boston with an office in Chicago
A collaboration of 20 industry veterans committed to being best-of-breed public relations, search marketing, and social media specialists
Recently named eMarketer 2009 for the Americas by TRAVELCLICK
Google Adwords certified
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We work with and build great brands:
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Core Strengths
• Search Engine Optimization (SEO)
• SEO Leveraged Public Relations
• Pay-Per-Click Advertising
• Social Media Marketing
• Social Media Strategy Development
• Web 2.0 Design and Implementation
• PR 2.0 (PR through Social Media)
• Public Relations
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Our Team MembersHave represented brands like New Balance, Bank of America, Dunkin’ Donuts,Ralph Lauren - RLX, DestinationWeddings.com, Boston Celtics, RE/MAX, Allstate, SVEDKA, Gentle Giant, Rubbermaid, the Home Entertainment Show, and the Boston Red Sox.
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AJ Gerritson, Founding Partner
451 Marketing100 North Washington StreetBoston, MA 02114
617-259-1605 x 204
www.451marketing.com
www.451heat.com
www.Linkedin.com/in/ajgerritson
@ajgerritson