1. Social Media and Search:Tying It All Together for Increased ROI Sanger & Eby24 May 2011

2. About Sanger & Eby Strategic design & technology firm focused on specializedbusiness communications Services Include: Strategic planning and research Social media strategy and execution User experience planning Print and interactive design Interactive and multi-channel marketing Content development Search marketing (SEO & SEM) Website development Custom business and web applications Mobile applications Social Media and Search24 May 20112 Copyright 2011 Sanger & Eby All Rights Reserved 3. Sanger & Eby Fast Facts Founded in 1988 by Lisa Sanger & Donna Eby Certified Womens Business Enterprise (WBE) Staff of 21 Employees All strategy, design, programming done in-house 15 years experience creating websites 700+ Sites designed and developed 95% client retention rate year over year Clients include: Macys Fifth Third Bank Luxottica AT&T RotoRooter Crayons to Computers Childrens HospitalSocial Media and Search24 May 2011 3Copyright 2011 Sanger & Eby All Rights Reserved 4. What is Search Engine Optimization (SEO)? The process of improving the visibility of a website or specificpage in search engines through natural or organic search Utilizes search engine algorithms to elevate a site to toprankings in search results Considers how search engines work and what people search for Ongoing process (search engines continually refine algorithms) Key techniques include: Editing content and HTML within a site Increasing relevance for specific keywords and phrases Removing barriers to search engine indexing Building link popularity And now, social media and social search Related negative category: Black Hat SEOSocial Media and Search24 May 2011 4Copyright 2011 Sanger & Eby All Rights Reserved 5. Some Key Facts on Search SEO drives 75%+ of all search traffic 50% of consumers start buying cycle with online research 63% of B2B buyers start with online research 85% do online research during buying cycle To buy from you, they have to find you 75% dont look beyond the first page (~10 listings) Rankings 1-5 are 10 times more likely to be clicked Yields the highest ROI of all online marketing Social Media and Search24 May 20115 Copyright 2011 Sanger & Eby All Rights Reserved 6. Benefits of SEO Powerful branding and messaging to target audience Increased targeted traffic to your website Increased visibility and awareness for products & services Perception of leadership & increased credibility Improved quality of leads Increased conversion rates for call to action Drives more sales Decreased cost per sale Take market share from competitors Long-term visibility (SEO) MeasurableSocial Media and Search24 May 2011 6Copyright 2011 Sanger & Eby All Rights Reserved 7. How Search Engines Work Automated site crawlers (AKA spiders or bots) Index content in database Thousands of factors involved in algorithms Algorithms differ by search engine High level of complexity Continually evolves based on market, competitiveness,technology and new engines Better user experience More relevant search results Personalized search results Level playing field Social Media and Search24 May 20117 Copyright 2011 Sanger & Eby All Rights Reserved 8. So, How Does Social Media Affect SEO? 9. Search Behavior Is Changing 61% of consumers rely on traditional search to find websites Down from 83% in 2004 Following the content to new engagement platforms Social sites Peer recommendations, likes, shares Apps Search engines leverage social media to remain relevant Provide an increasingly personal search experience Savvy marketers are including social touchpoints in their searchand marketing strategies Social Media and Search24 May 20119 Copyright 2011 Sanger & Eby All Rights Reserved 10. Driving Referral Traffic: Social v. SearchSocial Media and Search24 May 2011 10Copyright 2011 Sanger & Eby All Rights Reserved 11. The Impact of Social Media on Search Search engines are indexing social media content Facebook Twitter LinkedIn (particularly Groups and Answers) Social media influences search rankings Impact is increasing Increases visibility and inbound links Generates multiple and unique listings New Category: Social Search Google +1 Initiative Bing Facebook Social Graph Tie-In (Universal Like Button) More personalized search results Shows users content friends have liked From page 89 to page 1Social Media and Search24 May 2011 11Copyright 2011 Sanger & Eby All Rights Reserved 12. The Best Social Media Platforms for Search Blogs Twitter LinkedIn Flickr YouTube Social bookmarks Social Media and Search24 May 201112 Copyright 2011 Sanger & Eby All Rights Reserved 13. Blogs Platform for sharing expertise Continual source of fresh, updated content Content rich Strong opportunity to showcase keywords Search-friendly Tagging Social Media and Search24 May 201113 Copyright 2011 Sanger & Eby All Rights Reserved 14. How to Leverage Blogs for Search Make content value-added and compelling Use strategic keywords in blog posts and tags Use HTML header tags (H1, H2) Find and include relevant links Provide permanent links Share across social media platforms Social Media and Search24 May 201114 Copyright 2011 Sanger & Eby All Rights Reserved 15. Twitter Used by Google and Bings social components Google indexes Tweets 140 character limit (including spaces) Breaking news platform 165 million users 95 million Tweets per day (up 250% from 2010) 51% of Twitter users follow brands 3x higher than for other social media platforms Social Media and Search24 May 201115 Copyright 2011 Sanger & Eby All Rights Reserved 16. How to Leverage Twitter for Search Memorable, relevant handle & account name Optimize Twitter bio Integrate Twitter presence into website Make it stand out! Users scan results quickly Only the most eye-catching get clicks Opening words are the most important Integrate keywords into Tweets and hashtags Include links to drive traffic to your site Make sure youre adding value Users will tweet content thats useful or entertaining Social Media and Search24 May 201116 Copyright 2011 Sanger & Eby All Rights Reserved 17. LinkedIn Very high page rank(1st Page Results) Company and individual name searches Worlds largest professional networking site 100 million+ users 1 million new members per week 2 million company pages Members in 200 countries Members and executives from all Fortune 500 companies Affluent, influential membership 2 billion people searches in 2010Social Media and Search24 May 2011 17Copyright 2011 Sanger & Eby All Rights Reserved 18. How to Leverage LinkedIn for Search Use strategic keywords in profile Company Individual Participate in LinkedIn Answers Join LinkedIn Groups (or start your own!) Start and maintain conversations in groups Use your status updates Share value-added content Social Media and Search24 May 201118 Copyright 2011 Sanger & Eby All Rights Reserved 19. Flickr Online photo and video sharing site and community platform Community tools allow browsing, comments, tagging of photos Very highly indexed in search engines Major factor in Google & Bings social component Photos liked by individuals rank higher in friends search results Bloggers use to host images they embed in blogs, social media Great way to showcase company photos Social Media and Search24 May 201119 Copyright 2011 Sanger & Eby All Rights Reserved 20. How to Leverage Flickr for Search Categorize and tag photos with keywords Optimize images and videos for search Filenames and file types (.JPG or .GIF) Include ALT Text (but dont overdo it) Caption images with your strategic keywords Watch image size (fast downloads rank higher) Social Media and Search24 May 201120 Copyright 2011 Sanger & Eby All Rights Reserved 21. YouTube Second largest search engine 20 billion searches per month Great for link building Videos rank very well (Google owns YouTube) YouTube channelSocial Media and Search24 May 2011 21Copyright 2011 Sanger & Eby All Rights Reserved 22. How to Leverage YouTube for Search Establish a YouTube channel for your business Title your videos and include your keywords Use descriptions and tagging Link back to your website Encourage likes and shares Social Media and Search24 May 201122 Copyright 2011 Sanger & Eby All Rights Reserved 23. Social Bookmarks: Share and Like Most popular: Facebook, digg, StumbleUpon, Tumblr,Del.icio.us Like and Share work together Like an object (I like peonies) Share an action (I bought peonies from dutchbulbs.com) Likes are published to a users Facebook feed (drivingreferral traffic) Share provides a way to express something when its notappropriate to like it e.g., Joplin, MO tornado or Japan tsunami) Both increase search visibility Crowdsourcing relevant and interesting content Social Media and Search24 May 201123 Copyright 2011 Sanger & Eby All Rights Reserved 24. How to Leverage Social Bookmarks for Search Make it easy: Add single click sharing tools to pages Ask for it! If a user has taken the time to do something on yoursite, theyre likely to share it with their networks Provide multiple options (and to multiple feeds at once) Optimize content and make it value-added Shorten links (do the legwork for them) Do it nowwhile theyre on your site! Social Media and Search24 May 201124 Copyright 2011 Sanger & Eby All Rights Reserved 25. How to Track It Google Alerts Social Mention Twitter Search Facebook Search Hoot Suite Tweet Deck Radian 6Social Media and Search24 May 2011 25Copyright 2011 Sanger & Eby All Rights Reserved 26. Want to Know More?Kat JenkinsVice President of Strategic Planningkjenkins@sangereby.com513.784.9046Twitter: sangerebyLinkedIn: Sanger & Eby7 March 2011Presentation Title 26