search & social 101
DESCRIPTION
As the relationship between search and social continues to grow, it’s important for businesses to start taking one integrated approach to online strategy that considers how search and social media can work together to meet overall business objectives. This presentation gives an overview of how search and social media influence one another and also includes a few tactics to consider when taking an integrated approach to online strategy.TRANSCRIPT
SEARCH&SOCIAL101AUGUST2011
DefiningSEM
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Search Engine Marketing (SEM) typically refers to pay-per-click search advertisements ran through Google AdWords or Microsoft AdCenter. In reality, SEM involves all acts
associated with researching, submitting and positioning a website in search engine results, including SEO.
Source: www.orbitalmarketing.ca/services.html
PaidSearchEngineResultsonGoogle
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Paid Search Results Paid Search Results
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WhereCanYouAdverGseWithPaidSearch?
Keyword Targeting Contextual Targeting
The Google Network – 70% Share of the Search Market
Image Sources: www.netbooster-agency.co.uk/ www.quinncom.net/
Sear
ch
Part
ners
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WhereCanYouAdverGseWithPaidSearch?
Bing & Yahoo! – 30% Share of the Search Market
Search and Contextual Targeting
YOUCANEFFECTIVELY…• IncreaseWebsiteTraffic
• BuildBrandAwareness
• Drive&TrackE‐CommerceSales
• PromoteaFacebookPage
• MarketaMobileApp
• PromoteaYouTubeChannelorVideo
• ManageBrandReputaHon&CrisisSituaHons
• AndMore!
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REACHSEARCHUSERSTHROUGHTEXT,IMAGE,VIDEO,RICHMEDIAORMOBILEADS
WhyRunaPaidSearchCampaign?
SoThat’sSEM…What’sSEO?
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Search Engine Optimization (SEO): The process of improving the quality and volume of traffic to a website by employing a series of proven techniques to help the website achieve
a higher “organic” ranking with major search engines.
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OrganicSearchResultsonGoogle
Organic Search Results
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WhyIsSEOImportant?
Sources: * - Chitika, Inc. ** - JupiterResearch
• Arecentstudyonsearchbehaviorshowed:
94%ofuserstestedclickedonafirstpagesearchresult.*
Only6%ofusersclickedtothesecondpageofsearchresults.*
The#1rankingresultgarneredaround33%ofthetotalclicks.*
• Aseparatestudyshowedthat39%ofsearchuserslinksearchrankingtocompanyprominence.**
• So,rankinghighlyinsearchresultshasbecomeveryimportantforbothsitetrafficandbrandreputaHon!
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WhatDeterminesOrganicSearchRanking?
• ≈200signalsareconsideredwhenGooglerankssearchresults.*
• Afewofthesignalsmostheavilyweighted:
InboundLinks(linkstoyourwebpage)
Quality,QuanHty,OriginalityandFreshnessofContent
Content’sRelevancytoUser’sSearchQuery
• Socialmediaisbecomingmoreofafactorinsearchranking.
Sources: SearchEnglineLand.com DailyBlogTips.com
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TheIntegraGonofSearch&Social
• TwowaysusersfindinformaHononline:Search&SocialNetworks
• Whenrankingpages,searchenginesnowcountlinkssharedonTwi_er,YouTube,blogs,socialbookmarkingsitesandpublicFacebookpages.
• Searchenginesarealsotryingtotakesocialauthorityintoaccount.
• SocialengagementonlineisalsoimportantinrelaHontosearch:
Socialmediamessagingcontainingkeywordscaninfluencesearchvolumearoundspecificterms.
Whenthemessagingspreads,userswhosearcharethenledtoapageyouopHmizedforthosekeywords.
Image Source: www.madcheapseo.com
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Sharability,Embeddability&SyndicaGon
• Alongwithlinks,socialacHons(i.e.“Likes”,retweetsor+1’sofawebpage)arenoweffecHngsearchresults.
• Tosearchengines:“Likes”,Retweets&Recommenda4ons=Popularity=QualityContent
• So,it’snowveryimportanttomakeiteasyforuserstoshareorrecommendyourcontent.
Addbu_onsorwidgetsallowingfor“Likes”,retweets,+1’sandsocialbookmarking.
ConsidersyndicaHngcontenttoothersitesthroughanRSSfeed(canincreaselinks).
Provideanembedcodeforanyvideosposted,sootherscanreposttotheirsites.
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Sharability–Bing&Facebook
• FromsearchenginetorecommendaHonengine?Social’snowinfluencingwheresearcherswillclick!
• Pages“Liked”byFacebookfriendsaregivenmoreweightonBingandappearfirstinsearchresults.
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Sharability–Google+1
• Similareffect‐Googleisnowshowingresultsthathavebeenfrequently“+1’d”
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SocialMediaOpGmizaGon(SMO)
• Likenormalwebpages,socialmediaproperHescanalsobeopHmized…
Facebook–IncludingkeywordsintheURL,“about”box,“info”tab,photo&videocapHons,eventdescripHons,discussionforumandstatusmessages.
Twi_er–Placingkeywordsinusername,bios,pictures,tweetsand“favorited”tweets.
YouTube–InserHngkeywordsintovideoHtles,descripHons,tags,capHons,transcriptsandcomments.
• Anddon’tforgetaboutengagement!
FacebookpageswithmoreinteracHonandYouTubevideoswithmorecommentsandraHngswillrankhigher.
Image Source: www.optisourceblog.com
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SocialContentOpGmizaGon(SCO)
• SimilartoSEO&SMO,butopHmizingalldigitalassetsinsteadofjustwebtextorsocialmediaembassies.
• SCOincludesopHmizing:
Documents/PDFs
Images
Videos
PressReleases
Blogs
Recipes
AndMore!
• SCOcaninvolvesimplytaggingimageswithkeywordsorcanbemorecomplex(e.g.RestructuringarecipesecHonsoitemsappearinsearchwithrichsnippets).
• SeeEdelmanDigital’sSCOplanoutlinedinthefollowingslide.
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ContentOpGmizaGonPlan
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StructuredData
• Considerstructureddataasawaytoimprovesearchvisibility.
• Thisisawaytomarkuplanguageontheback‐endofyoursitetomakeiteasierforenginestorecognizewhatyourcontent’saboutandprovidehighqualityresults.
• Structureddataisrewardedandgivenhigherpriorityinsearchresults.
• IthasbeenveryimpacmulinimprovingorganicsearchvolumeforcompaniessuchasBestBuy.
• Products,reviewsandrecipescanallbemarked‐uptocreaterichersearchresultsandincreaseorganictraffic.
Recipe and Product rich snippets taken from Google.
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VideoSEO
• Videosnowonenappearatthetopofsearchresults.
• GetaheadofthegamebyopHmizingyourvideos.
• FindkeywordsusingtheYouTubekeywordtool.
• Addthekeywordstoyourscripts,videoHtles,descripHonsandtags,anduploadtranscriptsofthedialogue.
• EngageonthesiteasyouwouldanyothernetworkandencourageraHngs.
• LinktoothervideosorwebsitesinvideodescripHons.
• Chooseagreatthumbnailimagethatwilldrawclicks.
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SEOMeetsTradiGonalMedia
• TryandopHmizepressreleaseswheneverpossible.
• Don’tuseindustryjargon!
• Instead,findhighqualitykeywordsandplacethemintheHtleandbodyoftherelease
• Youcanalsoboldkeywordsorstrategicallyincludetheminlinkanchortext.
• Butdon’tsacrificeitsqualityorreadability!
• LinkbacktoyourwebsiteorsocialmediaproperHesintherelease.
• DrivepeopletosearchforthekeywordsyourpressreleasehasbeenopHmizedforviasocialmedia.
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SEOTips:MakingaSiteSearchEngineFriendly
• Givesearchenginesplentyoftexttocrawlandnotjustimages.
FYI–Textembeddedwithinimagesorlogoscan’tbecrawled!
• AvoidahighadverHsementtocontentraHo.
• TrytoavoidusingfancyfeatureslikeJavascriptandFlashthatsearchenginescanhavetroublecrawling.
• Makesureeachpageislinkedtofromatleastoneotherpageifyouwantitindexedbysearchengines.
• Don’trequireuserstologininordertoaccesscontent.Searchenginescan’tgetpastthatloginpoint,sotheywon’tseethatcontent.
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SEOTips:TakeAdvantageofYourDigitalEcosystem
• Ifyouhavealargenumberofwebsitesandsocialmediaembassies,thenusethemtoyouradvantage!
• MoresitesmeansmoreopportuniHestobuildlinkstodifferentbrandpages.
• Whenappropriate,youcanalsouseallyourdifferentsocialproperHestospreadthemessageaboutaproductorevent.
• TakeadvantageofopportuniHestoincreasevisibilityonsocialnetworks.
(e.g.CompanyXhasFacebookpagesforbrandsA,B&C.BrandAaddsthepagesofBrandBandCtoitspubliclistoffavoritesandviceversa)
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SEOTips:IntegrateSEOEffortsWithPaidSearch
• NeitherapaidsearchnoranSEOapproachisbe_erthantheother.Anintegratedapproachisbest!
• ApaststudydonebyNielsenResearchshoweda32%increaseinclick‐through‐ratewhenabrandappearedhighlyinbothpaidandorganicresults.
• Paidsearchhasmanycomplimentaryadvantages:
Itgivesyouanimmediatepresenceinsearchresults(incaseanewproductlaunchesorthere’sasuddenPRcrisis).
Itletsyoudirectuserstothepageofyourchoice.
DataandkeylearningscanbetakenfrompaidcampaignsandhelpyouprioriHzewheretofocusyourSEO.
Source: www.blizzardinternet.com
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HelpfulSearchTools:GoogleKeywordTool
Find keywords and search volume for brand-related queries
www.adwords.google.com/select/KeywordToolExternal
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HelpfulSearchTools:YouTubeKeywordTool
https://ads.youtube.com/keyword_tool
Find keywords for video SEO and ideas for new content
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HelpfulSearchTools:OpenSiteExplorer
www.opensiteexplorer.org
Quickly see how many links you have to your site and who is
linking to you
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SEOChecklist
Isyourcontentindexable?(i.e.IsitinHTMLformatandiseverypagelinkedto?)
Isthereplentyoftextforsearchenginestocrawlandfigureoutifyourpageisrelevant?
ArekeywordsusedinpageHtles,URLsorinthefirst250wordsofeachpage’scontent?
AreallpossiblelinkingopportuniHesbeingtakenadvantageof?
Doawwwandnon‐wwwversionofyoursitebothexist?(Checkforduplicatecontent)
Areyourassets(videos,imagesorpressreleases)opHmizedforsearchandaretheysharable?
Areyoukeepingsearchinmindwhenengagingonsocialnetworks?AreyourembassiesopHmized?
Cancontentbefurtherdefinedthroughuseofstructureddata?
Haveyouconsideredhowpaidsearchcanhelpyouachieveyourbusinessgoals?
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Glossary
SearchEngineOpGmizaGon(SEO):Theprocessofimprovingthequalityandvolumeoftraffictoawebsitebyemployingaseriesofproventechniquestohelpthewebsiteachieveahigher“organic”rankingwithmajorsearchengines.
SearchEngineMarkeGng(SEM):SearchengineopHmizaHonisjustapartofsearchenginemarkeHngwithinvolvedallactsassociatedwithresearching,submitngandposiHoningawebsiteinsearchengineresults.TypicallySEMreferstopaid,cost‐per‐clicksearchadverHsementslikeGoogleAdWordsads.
OrganicSearchResults:TheunpaidlisHngsinsearchengineresults.ResultsarerankedaccordingtoalargecombinaHonofrelevancyfactorsincludinglinkagedata,originalpagecontent,keywordusageandmanymorefactors.
Crawling:Whensearchenginessearchforpagestoincludeintheirindex.Whenasearchisperformed,searchenginesthencrawlindexedpagesforrelevantcontentandthendeliversearchresults.
Indexing:Anersearchenginescrawlyoursite,theywillindexorstoreyourcontentsotheycanrecallitatalaterHmeandreturnitasasearchresult.Somethingscankeepyourcontentfrombeingindexedsuchasapoorlinkingstructure,non‐HTMLtextthatisinvisibletosearchengineorarequireloginthatenginescannotsurpass.
Keywords:Awordorphrasewhichimpliesacertainmindsetordemandthattargetedprospectsarelikelytosearchfor.
InboundLinks:Linkscomingintoawebsitefromotheronlinesources(powerfulindeterminingwhereapageranksinsearch).
SocialAuthority:Searchenginesnowtakeintoaccountlinkscomingtoasiteviasocialmedia.Theyalsolookattheuser’ssocialauthoritywhichcanincludethingslikenumberoffollowersornumberoftweets.
StructuredData:Structuringyourdatainaspecificwayinordertobe_erexplaintheobjectsonyoursiteinmoredetailtosearchengines.SearchengineshavebandedtogethertocreateSchema.org,asitethatprovideslanguageonhowtomarkupyourwebcontenttomeettheircriteriaandmakeiteasierforthemtoprovidehighqualityresults.