Search, Social & Content Marketing

ARNIE KUENN, PRESIDENT, VERTICAL MEASURES - @ARNIEK

About Your Presenter…

• President of Vertical Measures - Offering SEO, Link Building, Social Media & Content 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

2011 Google Panda Update

• Biggest Google Algorithm update in years!• 100% Algorithmic, No Manual Changes• Clobbered Content Farms, Article Sites &

Duplicate content• Even YOUR website could be affected if you

have pages with weak content• More Coming with Respect to Cleaning Up

Spam on the Web

Twitter: @ArnieK

“Sites with original content such as research, in-depth reports, thoughtful analysis and so on, will move up.”

– Matt Cutts & Amit Singhal (WSJ – 2/28/11)

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

Ubersuggest.orgTwitter: @ArnieK

Google Adwords Keyword ToolTwitter: @ArnieK

Then Do Online Market ResearchTrending Topics

Twitter: @ArnieK

Question & Answer Sites

1618 results

Twitter: @ArnieK

Check Voting Sites Twitter: @ArnieK

Google’s Discussions in SearchTwitter: @ArnieK

What Works For Your Competitors?Twitter: @ArnieK

Identify Types of Content to be Created

Twitter: @ArnieK

Content Ideas in a SpreadsheetTwitter: @ArnieK

Long Tail is the Key!Twitter: @ArnieK

Twitter: @ArnieK

Create Great Content

Twitter: @ArnieK

Benefits of a Corporate Blog

• Gives you a vehicle to post new content• Allows for internal linking• Keeps the search engines coming back –

have 434% more indexed pages*• Have 2X as many backlinks*• Your site gets 55% more traffic*• You have 79% more Twitter followers*

*Hubspot

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• Article Syndication• Web 2.0 Sites• 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

All 8 Steps Matter

Twitter: @ArnieK

Additional Resources

• SEO Educational Videos:– http://www.verticalmeasures.com/resources/seo-tutorial-videos/

• Content Marketing & Related Webinars:– http://www.verticalmeasures.com/webinars/

• How-To Books– http://www.verticalmeasures.com/books

Twitter: @ArnieK

Questions?

Contact: 888-476-1881 www.VerticalMeasures.com

Available on Amazon ;)

More Traffic. More Leads. More Business.