social media and its effects on search engine marketing
DESCRIPTION
How does social media affect search engine marketing (SEM), search engine optimization (SEO), and pay-per-click (PPC, paid search)? Stacy Williams of Prominent Placement outlines numerous points of impact that marketers should know about, as well as providing a list of tactical takeaways that the audience can implement. Presentation given at the eMarketing Association's "The Power of eMarketing" conference in Baltimore, MD on Oct. 20 2010.TRANSCRIPT
Social Media and Its Effects on SEM
The Power of eMarketingBaltimore, MD
October 20, 2010
What I’ll Cover
• How social media affects:• Search engine marketing
• Search engine optimization
• Pay-per-click (paid search)
• When you get back to your desk… (key takeaways)
• Q&AIf you’re a Twitter user, please include
@ProminentPlcmnt and #ema – thank you!
This presentation will be available on my blog, www.SearchAdvisory.net, as well as
www.Slideshare.net/StacyWms
How Social Media AffectsSearch Engine Marketing
• Increased brand searches
• Keyword research
SEM: Keyword Research
Sofabed
Cement truck
Search marketing
Retirement home
Business continuity
Cell phone
Soft drink
Pull-out couch
Concrete mixer
Website optimization
Senior living
Disaster recovery
Mobile phone
Soda pop
SEM: Keyword Research
Source: Business.com & B2B Online’s study of 450 B2B
marketers, 9/21/10
How Social Media AffectsSearch Engine Optimization
• More optimizable content to show up in SERPs
• Search engine reputation management
• Link-building
• Increased organic rankings
• Increased search engine traffic
• Increased conversions from organic traffic
• Searching on social media sites
How Social Media AffectsSearch Engine Optimization
Source: MarketingSherpa’s 2010 Social Media Marketing Benchmark Report, 4/13/10
How Social Media AffectsSearch Engine Optimization
How Social Media AffectsSearch Engine Optimization
SEO: More Content
• Ways social media content can show up in the SERPs:• Regular results: profiles & posts
• Consumer-generated media on your site
• Universal results: videos, photos, music, press releases & more
• Real-time results
• Social Circle (Google), Liked Results (Bing)
Content: Regular Results:Profiles & Posts
Content: Universal Results: Videos, Photos, Music & News (PR)
53x easier to get a video ranked than a website
(maybe!) (Source: Forrester
employee blog)
Content: Real-Time Results
Content: Real-Time Results
Content: Social Circle& Liked Results
Search Engine Reputation Management
SEO: Reputation Management
SEO: Link-Building
•Directly• Profiles
• Posts
•Indirectly• Viral – increased
visibility
• Requested through social media
SEO: IncreasedOrganic Rankings
Source: MarketingSherpa’s 2010 Social Media Marketing Benchmark
Report, 4/13/10
SEO: IncreasedSearch Engine Traffic
Source: Business.com & B2B Online’s study of 450 B2B
marketers, 9/21/10
SEO: Increased Conversions
SEO: Searching OnSocial Media Sites
If you consider YouTube to be a search engine…it’s been the second most-used search engine (after
Google) for the past two years. (comScore)
Source: John Kennedy, Silicon Republic, 5/17/10
SEO: Searching OnSocial Media Sites
People spend 3x more time on Facebook than Google
(Source: Nielsen Online, 10/09)
SEO: Searching OnSocial Media Sites
Twitter:• 160 million
accounts
• 100 million tweets/day
• 370,000 new users/day
(Source, AdAge, 9/27/10)
SEO: Searching OnSocial Media Sites
How Social Media AffectsPay-Per-Click (Paid Search)
• Brand-building
• Higher CTR• Hence, higher quality score
• Dayparting
• PPC on social media sites
PPC: Brand-Building
Relevant SocMed +
PPC
Relevant SocMed +
PPC
Influenced SocMed +
PPC
PPCOnly Influenced SocMed +
PPCPPCOnly
“Relevant” social media = relevant to brand’s category only“Influenced” social media = specific to the brandSource: GroupM Search & comScore, 10/09
PPC: Brand-Building
• Consumers exposed to a brand’s influenced social media and paid search programs are 2.8 times more likely to search for that brand’s products compared to users who saw only paid search.
• Consumers using social media are 1.7 times more likely to search with the intention of making a list of brands or products to consider purchasing compared to the average Internet user.
• Consumers exposed to influenced social and paid search exhibit 223 percent heavier search behavior than consumers exposed to paid alone .
• Fifty percent of social media-exposed searchers search daily for product terms, compared to 33 percent of non-exposed searchers .
• In organic search, consumers searching on brand product terms who have been exposed to a brand’s social marketing campaign are 2.4 times more likely to click on organic links leading to the advertiser’s site than the average user seeing a brand’s paid search ad alone.
Source: GroupM Search & comScore, 10/09
PPC: Higher CTR
PPC: Dayparting
PPC: Direct on Social Sites
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When You GetBack to Your Desk
• Monitor online conversations for keyword research as well as reputation management purposes
• Create and optimize social media content• Profiles, posts, CGM if appropriate, videos, photos, music,
press releases, etc.
• Build links pointing to the corporate site wherever possible (and appropriate)• Include keywords in link text when possible, be aware of
“nofollowed” links
• Start building an authoritative reputation on Twitter
When You GetBack to Your Desk
• Search your company and brand names to see what’s showing up in the SERPs• Leverage social media to take up more real estate if needed
• Compare data on the timing of social media engagement with your PPC dayparting
• Test PPC advertising on LinkedIn and Facebook• CTRs will be much lower than search – tailor copy & landing
pages accordingly
When You GetBack to Your Desk
• Measure the impact of social media on your SEM:• Searches for your brand name
• Website traffic from search engines (organic & paid)
• PPC impressions
• PPC clicks
• PPC click-through rate
• PPC quality score
• Conversions from search engine traffic
• Revenue from search engine traffic
• Your big, fat quarterly bonuses for reaching success!
Staying in touch
• “Like” us on Facebook: www.facebook.com/ProminentPlacement
• Follow us on Twitter: @ProminentPlcmnt
• Follow us on LinkedIn: www.linkedin.com/company/148184
• Read our blog (RSS & e-subscriptions available): www.SearchAdvisory.net
• Subscribe to our monthly enewsletter on our site or by emailing me at [email protected]
• View this presentation again on our blog or at www.slideshare.net/StacyWms
See also “Leveraging Social Media for SEO Purposes” for
more tactical tips (06/09)