icc12 convergence of search social and content
DESCRIPTION
Arnie Kuenn's presentation of the Convergence of Search, Social and Content Marketing at the 2012 Intelligent Content Conference in Palm SpringsTRANSCRIPT
About Your Presenter…
• President of Vertical Measures - Offering SEO, Link Building, Social Media & Content Development Services
• Instructor for the Content Marketing Institute & Online Marketing Institute
• Author of Accelerate! Move Your Business Forward Through the Convergence of Search, Social and Content Marketing
Available on Amazon
Why Focus on Search?• 93% of all buyers
online or in stores use search prior to making a purchase
• 86% of searchers conduct non-branded queries.
• 94% of buyers click on organic links versus 6% on paid links for branded queries.
Sources: GroupM, Did-it, Enquiro, and Eyetools.
Twitter: @ArnieK
Universal Search Results
61% of all search results
Twitter: @ArnieK
Twitter: @ArnieK
Develop Your Strategy
• Why are you creating the content you are creating? • Who is your audience and who are you?• Where do you plan to publish your content?• What will you measure? • What is different a year from now?
Twitter: @ArnieK
Twitter: @ArnieK
Start With Keyword Research
• Keyword research should be the foundation
• What keyword phrases do your customers use? (Analytics)
• Use tools like….
Twitter: @ArnieK
Soovle.comTwitter: @ArnieK
Question & Answer Sites
1618 results
Twitter: @ArnieK
Google’s Discussions in SearchTwitter: @ArnieK
What Works For Your Competitors?Twitter: @ArnieK
Long Tail is the Key!Twitter: @ArnieK
Content Ideas in a SpreadsheetTwitter: @ArnieK
Twitter: @ArnieK
Create Great Content
Twitter: @ArnieK
Twitter: @ArnieK
All Different – But Core Items
• Content is found through social media and search engines – so optimize it!
• Web pages, News, Local, Images & Videos1. Links pointing to your content2. Titles & title tags (viewed in results)3. Description meta tag (viewed in results)4. Image alt text tags 5. H1 Tag (headline tag – only one!)6. URL structure (short & include KW’s)7. Page load times
Twitter: @ArnieK
Search Optimization Elements
Twitter: @ArnieK
Twitter: @ArnieK
Promote Your Content• Understand who your customer is and where they are
online.• Conduct PR and blogger pitches• Develop relationships & build partnerships• People share your ideas, link to your content.• Those references and citations will help with rankings
Twitter: @ArnieK
Twitter: @ArnieK
Distribute or Repurpose Content
• RSS feeds• Email Campaigns• Social Media Sites• Video, Photo, Presentation & Podcasts sites• These links will help your rankings!
Twitter: @ArnieK
Twitter: @ArnieK
Build Links to Your Content
• Identify low hanging fruit– Internal links– Blog & forum participation
• Targeted Links via…– Competitive research for similar content– Use search operators to find opportunities
• Ask your clients & suppliers for links!– Offer t-shirts, gift cards, discounts, etc. – Or even a good old fashion reciprocal link
• When all else is equal, links win!
Twitter: @ArnieK
Twitter: @ArnieK
Measure!
• Measure for successes… and failures
• Check your rankings, traffic, conversions and other key metrics
• Focus on the strategies that are providing the best ROI and keep rolling out the content
Twitter: @ArnieK
Success Like This…Twitter: @ArnieK
For the Convergence All 8 Steps Matter
Twitter: @ArnieK
Free 24 page guide at VerticalMeasures.com
Thank You!
PAID FOR BY THE COALITION FOR BETTER WEB CONTENT
APPROVED BY ARNIE KUENN
Questions?
Contact: 888-476-1881 www.VerticalMeasures.com
More Traffic. More Leads. More Business.