aima search sig event 8/2015: search, social, content & local

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Search, Social, Content & Local: SEO Strategies

for Content Generation


August 2015 AiMA Search Marketing SIG Event

Search, Social, Content & Local: SEO Strategies for Content Generation: For years we've been hearing the cliché "Content is King!" Is it still true? What kinds of opportunities and new trends exist for great content strategy - with actual results in search analytics? Is it even fair to apply search marketing expectations and analytics to social media marketing activities? For years geo-local directories have been "messy," featuring a strange hybrid of activity between SEOs and social media marketers. Where is it all going now? And what about content curation? Finally – the big question:Is Google+ "the walking dead?”


AiMA Agenda: Breakfast Event7:00 AM Events set up 7:45 AM Committee and Speaker arrival 8:00 AM Attendees start to trickle in and breakfast is served pick up style

Announcements will rotate on all displays 8:30 AM Welcome and Announcements – Sydney Sullivan or Laura Berkobin8:35 AM Hand off to Moderator or SIG Director to kickoff panel and introduction

9:15 AM Q&A from the audience and/or Twitter

9:25 AM Giveaways for top tweeters – Sydney Sullivan or Laura Berkobin

9:30 AM Break and move to break outs

9:35 AM Optional break outs

10:00 AM End


Search, Social, Content & Local: SEO Strategies for Content Generation

Moderator:Jake Aull - Professor of Social Media Marketing/SEO, GSU; Head Honcho, ZenFires Digital Marketing; Author, WordPress SEO Success; Chair of AiMA Search Marketing SIG

Panelists:Amy Voss - SEO Manager, IHGBrian Easter – Co-founder & CEO, Nebo AgencySherry Heyl – CEO & Social Media Consultant, Concept Hub & The Sensei Project


Moderator: Jake AullJake Aull wrote and started teaching Georgia State University's first course in Social Media Marketing in 2010/2011, which he continues to this day. He has also written books for Pearson-Prentice Hall, including WordPress SEO Success (currently in Barnes and Noble bookstores) and the Instructors’ Manual to Pearson’s first Social Media Marketing text book. He has been a leader and speaker in social media marketing and SEO in the southeast. Jake is Head Honcho of ZenFires Digital Marketing in Atlanta, GA, providing Search Marketing services and consulting to various clients and companies across the U.S. Jake has also been published and cited in publications such as Atlanta Business Chronicle and OZ Magazine and is Chair for Atlanta Interactive Marketing Association Search Marketing SIG 2015.

Jake Aull Head Honcho, ZenFires | @jakeaull zenfires.com | slideshare.net/jakeaull


Panelist: Amy VossAmy Voss is the SEO Manager for IHG’s Content Marketing department. She supports theAmericas regional team, bringing 6 years of agency experience, working with companies suchas TruGreen, Spanx, Northern Westchester Hospital, The Cleveland Clinic, and Hoveround.She earned her Journalism degree from Kennesaw State University and lives in Berkeley Lakewith her husband, Zach, and their cat, Nidalee. Amy is an avid Atlanta sports fan. She enjoysbeing outside by the water almost as much as she loves eating cheese.

Amy VossSEO ManagerIHG


Panelist: Brian EasterAs CEO of Nebo, Brian Easter brings a human-centered philosophy to digital marketing. Under his leadership, Nebo has enjoyed 11 straight years of growth, has never laid a single employee off, and has won over 100 digital awards in the just the past two years.

Brian is known for being a fierce advocate for the end user, a vocal and avid supporter of animal welfare, and writing and speaking about weighty and controversial subjects. An energetic and passionate speaker, Brian has presented at AiMA, SES, SEMPO, AMA, the Inc. 5000 Speaker Series, and many other industry events. He has also been published in publications such as Ad Age, iMedia, Mobile Marketer, and Social Media Today.

Brian is an Appalachian State University alumnus with 15+ years of experience in digital marketing. In the beginning stages of his career (or about a millennium in internet time), he even wrote code in primitive coding languages like ASP and Visual Basic, as well as helping organizations optimize for pre-Google, archaic and dinosaur-like platforms, such as Alta Vista and Lycos.

Brian Easter,Co-Founder & CEONebo Agency


Panelist: Sherry HeylSherry started working exclusively on social media projects in 2005 (before Facebook was open to the public). She has worked with brands large and small in a variety of industries. Sherry is the Co-Founder of SoCon, Metro Atlanta's first social media conference. She was also the Co-Founder of the TAG Enterprise 2.0 society (renamed TAG Social Business) and the Co-Founder of The Change Challenge, a 6 month competition that paired volunteers with nonprofits to launch a sustainable social media program. Sherry currently leads the social media agency, Sensei Project, working with leading brands and small organizations to optimize their online efforts to connect with clients and amplify their messages.

Sherry HeylManaging Director, PartnerThe Sensei Project


Search, Social, Content & Local: SEO Strategies

for Content Generation


“Social and search are merging. This is no longer pie-in-the-sky conjecture.

It is the reality of the here-and-now.”

- Neil Patel, blog.kissmetrics.com, Aug. 2015



Topics: • Is ‘content still king’? • What kinds of opportunities and new

trends exist for content and results in search analytics?

• Is it fair to apply search marketing expectations and analytics to social media marketing activities?

• For today, what are geo-local trends? A strange hybrid of activity between SEOs and social media marketers?

• And what about content curation? • Is Google+ "the walking dead?”• Google and Twitter• How does social media meet SEO in

analytics?



Social Media meets SEO in analytics:• How Pinterest embeds website

code for analytics

• Social media integrations and analytics grow in Google Analytics

• HubSpot

• Tools: Simply Measured, Twitter/hashtag measurement tools

• Subdomains or subfolders



Location-based directories: SEO or Social Media? • For years we’ve all been watching them grow – Yelp, Google

Local/Maps, YP… • Not to mention market-specific directories such as UrbanSpoon

and TripAdvisor. • SEOs value website mentions, links and search results. • Social media marketers emphasize the reviews (and let’s not even

get started on advertising…). • Who’s job is it and what does the future hold?• Where does NFC (near-field communications) fit?• How to treat regional local directories & SEO for national

organizations?



• Wazzup with Content Curation?

• Rationale and Strategies for Content Curation– Blogging and inspiration – Press Releases– Social sharing

• Are these channels

still valid?– RSS– Digg– Paper.li– RebelMouse – Reblog



• Is "Content is King" still true? Of course, but it's so implied now. What else could possibly be “king?” The way that searchers and consumers are using the internet today has shaped as internet products have changed (engines, social media, mobile), so it makes sense that nothing else could be king.

• How does that apply to mobile? Right now the conversation/buzz should shift to "Mobile Content is King" to help companies understand that they need to improve their mobile strategy and assess their mobile experiences.

• Google said for so many years that mobile searches would surpass desktop "soon,” they said that finally happened this year in 10 countries (though ComScore and Google show conflicting data). It's the era of mobile.

(Thanks to Amy Voss)



• Content strategy and search analytics results There is a BIG opportunity to measure search analytics in content strategy, but Content Marketing is bigger than SEO. There are so many metrics and performance indicators that lie within CM, SEO is only a portion of those (albeit a big portion).

• SEO has the potential to be the foundation of any content strategy. What those metrics are for each depends on the campaign or the goal. Start with your goals and frame what you measure, and how you measure it, around them.

• Is Google+ the walking dead? Totally. Of all the developments that have happened around G+ (separating Photos, no longer clickable from Gmail, Authorship getting killed, separating from YouTube), I think it's obvious that they're letting G+ die a slow and natural death.

• A headline among all the G+ news this year was from when they removed the photos product. Someone said "Google Just Ripped the Gold Teeth Out of the Rotting Corpse that is Google Plus." Great description! But how they're treating it in the meantime with G+ Collections -- a way to group topical conversations -- actually makes it more interesting than before when it felt much more forced. It feels like an actual social sharing platform finally!

(Thanks to Amy Voss)



• Google: Why the Twitter Love? – Ongoing digital world war of Facebook vs. Google?

– Realtime data share?

– The continuously growing role of #hashtags and keyword search? (Don’t believe me? Search for a #hashtag in Google.)*

– If at first Google+ fails, Tweet, Tweet again?

*for more on Google, Twitter and hashtags: https://blog.kissmetrics.com/take-advantage-google-twitter-partnership/



• Bonus Questions: • How much does Google require that mobile

responsive website prior to penalization?

• Classic website/blog architecture questions: – Subdomains or subfolders?– HTTP:// or HTTPS:// ?


Questions& Breakouts



Breakout Sessions:• (25 min; let attendees talk to others about the topic) • 3 groups:• Keyword phrase search volume & blog search engine results• #Hashtag usage volume • Pinterest & Google Image search results• (Add’l: What challenges based on above do you deal with in

your org?)


Thank You!

aima search sig event 8/2015: search, social, content & local

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