Be a Social SEO & Content Marketing Hero
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#Optimize your online marketing with Social Media and SEO. Competition for attention on the search and social web is exploding and this presentation shares how to attract & engage more customers through the intersection of Social Media, SEO & Content Marketing. Moving from tactical to strategic SEO and Social Media Marketing means being the Social SEO Hero in your organization. Presentation by Lee Odden, CEO of TopRank Online Marketing at SMBMSP39.
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Be a Social SEO & Content Marketing Hero
- 1. Be a Social SEO & Content Marketing Hero @LeeOddenTopRankMarketing.com Online Marketing Blog
- 2. TopRank Online Marketing Search – Social - Content Clients Speaking Media
- 3. What Happens on the Internet…
- 5. Every 2 Days, We Create As Much Information As We Did Since the Dawn of Time To 2003 Source: Eric Schmidt – 8/10 (via TechCrunch)
- 6. 10 Million 2 Weeks 102 Million 200 Million 750 Million (Larry Page) Sources: *LinkedIn **Forbes ***SocialBakers **** Google
- 7. Google sites handle 88 billion searches per month worldwide Source: comScore At any given time there are 50-200 different versions of Google’s core algorithm in the wild *Google Inside Search 70% of Brands Social Content Doesn’t Rank Top 20 for Brand Names *Brightedge SMO Study 04/11
- 8. Social in SERPs for MN Brands 6 out of 10 have a social presence on Google top 20 SERPs for brand name
- 11. Social Rises, Search Dominates Interactive: $76.6 Billion by2016
- 12. Brands Are Betting Big on Social Via MarketingProfs 63% - Social 45% - Email 45% - Content 43% - SEM 36% - Video
- 13. How “Findable” is Your Social Content?
- 14. Content Marketing: Simplified “Aligning customer & brand objectives through online content.”
- 15. We Are Content Marketers Website Google+ Book Twitter White Papers Facebook Articles YouTube Guides Flickr Webinars Blog LinkedIn Guest Posts Slideshare Events Press Releases
- 16. Content Marketing Trilogy: Sharing Discovery Consumption Search Social Email Text Video Image Audio Social Email Publish
- 17. Who cares about great content?
- 18. Customers Do! 53% Of time on the internet is content consumption. AOL Nielsen 5/11 U.S.: 27 million shared per day AOL Nielsen 5/11
- 19. Google Cares Too Panda Source: Search Engine Land 3/11 Google’s POV on Quality Content: http://goo.gl/huekf
- 20. Great Content isn’t “Great”Until it’s Discovered, Consumed and Shared!
- 21. So, If You Have Great Content… Set it free! 92%
- 22. Where Does SEO Fit? Content Marketing Advertising HR SEO Public Email Relations Customer Social Service Media Interactive
- 23. Web Sites News Images Video Local Real-Time Blogs What can be searched, Can be optimized!
- 24. What Content Should Be Findable? Media: Video, Audio, Images Blogs Tweets Status Updates Comments Tags MS Office Docs PDF files Products & Services Corporate Info News, PR Help, FAQ Job Listings Landing Pages Newsletter Fulfillment
- 26. Discovery - Consumption - Sharing Anyone know a good Thai place in Tucson? I just had the best Thai food at XYZ Thai!
- 27. Social Search Which Comes 1st in Your Mix?
- 28. Search & Social Discovery 1% Social Alone 51% Search Alone 48% Search & Social
- 29. Why Not… …improve and extend your investment in social content through SEO?
- 30. Social SEO & Content in Action Identify Topic/Story Research Search & Social Keywords Create an Optimized Social Content Campaign Provide SEO, SMO Guidelines to Social Teams Promote via Social Channels, Build Links Monitor Social References, Search Traffic & KPIs Benchmark and Dashboard Reporting
- 31. Incorporating SEO & Social Content SEO Super Star Says: Optimize for People First! Keywords Glossary Editorial Plan Content Campaign On-Page SEO Social SEO Hub & Spoke
- 32. CMO & SMO Framework Research Customer Segments Keywords Topics Message Content & Promo Plan Optimize, Socialize & Promote Preferences Pain Points Behaviors Search & Social Data Sources Topics, SEO Calendar, Repurpose Social & SEO Networking, Link Building
- 33. Discovery - Consumption - Sharing “I need a digital camera” Asks friends on FB Searches Google SERP: Article Digital camera reviews. Suggested cameras Are they any good? Read our Customer Reviews See Ratings Purchase:Buys a Sony NEX-5 Post to Twitter & FB: “I just bought a Sony NEX-5 from Cameras R Us! Consumer Cameras R Us @THX!
- 34. Let’s Break That Down Article on a digital camera. Previews of digital cameras that show how good tthey are. Article on a digital camera. Previews of digital cameras that show how good tthey are. Article on a digital camera. Previews of digital cameras that show how good tthey are. Article on a digital camera. Previews of digital cameras that show how good tthey are. $ Consumer Cameras R Us @THX!
- 36. Vacations
- 37. Digital Camera
- 39. “How to” Tips
- 40. Photo Sharing
- 41. Value, QualityConsumer Cameras R Us
- 43. Buying guides
- 44. Photo tips
- 46. Customer reviews
- 48. Social presence
- 49. Social promotion
- 51. Social engagementSEO Consumer Profile Cameras R Us
- 52. Search Keywords Social Topics What Do Your Customers Care About?
- 53. Customer Keywords & Topics Do widgets impact the environment? How to save money on widgets? Company XYZ “widget” Round Widgets Eco-Friendly Value Priced
- 54. Keyword Glossary Competitors Categories Keywords Popularity
- 55. Map Keywords to Content Editorial Plan Keywords Web Content Keywords Social Content
- 56. Editorial Guide for Web & Social Content Plan
- 58. Keyword 2
- 59. Keyword 3Web Page Blog Posts Infographics Images Press Release Videos Contributed Articles Industry Media PPT Guest Blog Posts PDF
- 60. Make Your Content Findable in Search Keyword Optimize: Titles File names Descriptions Categories Anchor text Annotations Show Notes, Transcriptions
- 62. Facebook Updates
- 63. Google+ Updates (public)YouTube Videos Flickr Images StumbleUpon, Delicious Tags
- 64. Social Signals = SEO Outcomes Blogs
- 65. Dominate With Hub & Spoke IndustryPublications
- 66. Extend Hubs & Communities
- 67. Evolve Hub Into A Constellation Topic B Topic C Social Hub Topic A Topic D Topic E
- 68. Hub & Spoke Content Videos Webinars Enewsletter Microblogging Blog White Paper Testimonials Article Case Study eBook
- 69. What Would Your Hub Look Like? ? ? ? ? ? ? ? ? ? ?
- 71. Keywords: Broad & Category
- 72. Content: Resource Center, Blogs, Social Content, Media
- 73. Optimize: Corp Site, Articles, Blogs, Digital Assets, Social
- 74. Socialize: FB, LinkedIn, Slideshare, Twitter, YouTube
- 75. Integration: Marketing & PR
- 77. 700% revenue growth past 2 years*
- 78. Fastest growing SaaS after salesforce.com(Jon Miller, VP Marketing)
- 80. 50%+ of traffic via organic search
- 81. Online sales increased significantly
- 82. Lowered overall marketing costs
- 84. Thank You! – Social SEO Hero Manual @LeeOdden TopRankMarketing.com TopRankBlog.com lee@toprankmarketing.com OptimizeBook.com 2012 Wiley
Editor's Notes
- TopRank Online Marketing is a specialist at helping companies attract and engage more customers through the intersection of Search, Social Media and Content Marketing. In combination with Email Marketing and Social Advertising, TopRank’s Online Marketing pros have helped B2B and B2C companies increase traffic, sales and brand visibility online since 2001. This presentation provides insights into the Convergence of Search, Social & Content Marketing.
- Lee Odden is CEO of TopRank Online Marketing and editor of Online Marketing Blog: Rated the #1 content marketing blog by Junta42 and a top 10 blog by Advertising Age. A 14-year online marketing veteran, Lee has been cited by numerous industry publications and books including The Economist, DM News and ‘Marketing in the Age of Google’ by Vanessa Fox. Lee speaks internationally on Social Media SEO and Content Marketing for top conferences including ad:tech, Intel’s Social Media Summit and SES, where he serves on the board of advisors. His first book, ‘Optimize’ will be published by Wiley in 2012.
- What happens in 60 seconds on the internet?
- http://techcrunch.com/2010/08/04/schmidt-data/
- http://www.socialbakers.com/blog/171-facebook-is-globally-closing-in-to-700-million-users/https://plus.google.com/117388252776312694644/posts/1k85ZNPCu1A
- http://www.comscore.com/Press_Events/Press_Releases/2010/1/Global_Search_Market_Grows_46_Percent_in_200970% of brands social media content (FB or Twitter) doesn’t rank in top 20 on Google for brand namehttp://www.brightedge.com/2011-04-18-brightedge-study-social-media-seo-optimization
- As marketers gear up for the fourth quarter, the busiest time on their marketing calendars, nearly two-thirds (63.4%) say they are planning to increase focus on social media over the next 12 months, while nearly one-half plan to increase focus on email (45.5%) and content marketing (45.3%), according to a new survey from Bizo.Moreover, among those who conduct social marketing, most (97%) say social media is now more or equally important to the marketing mix than it was in the previous year.http://www.marketingprofs.com/charts/2011/5786/brands-betting-big-on-social-email-content-marketing?adref=nl082511
- Who cares about great content?
- Customers do53% of time spent on the Internet is directly attributable to content consumption. AOL Nielsen May 2011
- In an interview with Wired Magazine, Udi Manber, Google’s head of search, said that Google will make as many as 550 changes to its search algorithm this year
- http://www3.emarketer.com/Article.aspx?R=1007647
- Advertisersworld-wide are struggling to understand where SEO fits with their business.
- Take inventory of your content and media. Anything digital published online can be optimized for findability.
- framework for content marketing strategy and practical optimization and social media marketing tips to grow business online.
- They want to be educated and their behaviors for information discovery, consumption and sharing have changed
- They want to be educated and their behaviors for information discovery, consumption and sharing have changed
- They want to be educated and their behaviors for information discovery, consumption and sharing have changed
- They want to be educated and their behaviors for information discovery, consumption and sharing have changed
- Search Keywords – what are people searching for, what words are in demand relevant to your content?Social Keywords – what are people talking about on social networks? What topics are hot, trending and relevant?
- Content: Assets, Editorial, Mapping, Operationalize
- https://www.marketingsherpa.com/barrier.html?ident=31928
- Optimize: How to Attract and Engage More Customers Through the Intersection of Search, Social Media and Content Marketing (To be published by Wiley 2012) http://optimizebook.com