Marketing Content Through SEO and Social Media

thumpinsplishInternet and Web Development

Nov 18, 2013 (3 years and 8 months ago)

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Marketing Content Through SEO
and Social Media

Presentation Agenda


Uncovering SEO Opportunities Through Content
Marketing



The Landscape: SEO & Social Media



Social Media Communities & Link Building
Strategy






2

Uncovering SEO Opportunities
Through Content

White Paper/Case Study


Landing Pages

Improving White Paper Visibility

Tizor Systems

Site Objective:
Generate
interest from peers in the
educational resources of this
technology startup

Strategy 1:

Create more
content available to be indexed
by search engines

Tactic:
Creation of individual
white paper landing pages to
unlock long
-
tail keyword
phrases

We added hyperlinks that
connected users (and search
engines) to each applicable
White Paper Executive
Summary Page

6

Improving White Paper Visibility



Strategy 2:
Enhance landing
pages so there is both PPC
and SEO value

Simplified the conversion
process by adding a request
form to each landing page.

RESULTS



Organic search engine
traffic increased by 225%
from Q1 to Q4 of that year




Cost per lead went was
cut by 50% in that same
time period

7

Guidon Performance Systems

We’ve implemented a similar
strategy for a new client, Guidon
Performance Solutions


Approximately
100 case studies
broken down into individual landing
pages


To aid lead generation efforts, we
added an additional call
-
to
-
action
and cross
-
links at the bottom of the
page

33% growth in unique keywords
sending traffic during the second
month of the program


We
cut the cost/lead by 50%

in
the first 60 days

Improving White Paper Visibility

Landing Page Considerations

Remember that every page is an opportunity to be found in
search, particularly for long
-
tail keywords



Keep landing pages simple, particularly when referencing a
more in
-
depth piece.



Illustrate key points and the value to the reader



Consider blending SEO and PPC strategies together by
incorporating form registrations to capture key visitor data as
well

8

Blended Search

Search Engine Optimization

Blended Search Results

The integration of blended
search (Google’s Universal
Search) means that more
vertical search elements
are being integrated into
traditional Google.com
search


Reference:

http://searchengineland.com/070
516
-
143312.php

The Key
to knowing if you
should be investing in
blended search is in keyword
research and evaluating
search results

News Feed Optimization

12

180+ links
acquired through content
optimized for news

News Feed Optimization


News Requirements & Best Practices


Fresh Content:
Priority is given to articles that are recent, substantial,
original and focused on the topic.



Date Requirement:
Dates should be placed between the title and body



Author Requirement:
Multiple authors are required


either credit
authors in individual news articles or create an author “bio page”



Use of Sitemap:
XML news sitemaps are preferred



URL Requirement:
Articles must be on unique, permanent URLs with at
least 3 digits (waived if using a XML news sitemap)



Image Best Practice:
Use large image sizes with good aspect ratios



From the Google Webmaster Central Blog:
http://googlewebmastercentral.blogspot.com/2009/09/tips
-
for
-
news
-
search.html

13

Press Release Optimization


Press release optimization for
competitive keywords



The objective is to achieve immediate visibility for a term that people are searching for in high
volume









Press release optimization for long
-
tail keywords


14

The objective is to sustain
visibility for niche keywords
which may not have a large
volume of search activity but will
allow a company to maintain
rankings for a longer duration


Approximately 18,000
searches/month

Approximately 40,000
searches/month

Press Release Optimization


Make sure that your
keywords are visible within
the press release



Places to target keyword
visibility:



Browser Title



Press Release Headline



First paragraph of the
press release



As appropriate within the
body of the press release




Make sure to add the http:// to the beginning
of all web addresses


Websites may pick this up and automatically
generate links to your website

Video Search Engine Optimization

Strategies for Video SEO


Create comprehensive
keyword
-
centric video
details (Titles, Descriptions,
Tags, etc)

Embed & Link to
YouTube/Third Party Video
destinations on your site
(and vice versa)

If video is on the site, submit
both video files and web
pages via XML sitemap (use
the same title structure for
page & video)

Google Guidelines

http://www.google.com/supp
ort/webmasters/bin/answer.p
y?hl=en&answer=80472

SEO & Social Media

SEO Landscape: The Core Components

18

Historically, an effective SEO
strategy involved:




Keyword Research & Application
in Content (HTML Titles, Page
Headings, META Descriptions, etc)




Creating an “SEO Friendly”
website (IE, making certain search
engines are able to understand the
site once they get to it)



Building Inbound Links

(Partners, Directories, Blogs, etc)

SEO Landscape: The Next Level

19

Social Media has become a critical component of SEO Strategy
-

Reasons:

Social media users are more savvy online consumers, who tend to
link back
to sites/content they find of
value; necessary for targeting link building strategies

Social media provides an opportunity to
evaluate & research
what types of content will resonate with an
audience

Social communities have become important tools for
developing relationships
with site owners,
marketers, and publishers of content; necessary for targeting link building strategies

Link Building Observations w/Social Media


Be on the lookout for easy
-
to
-
find places that links can be
created (profiles, submissions, updates, etc)



Even if a link is not “SEO Friendly”, there still can be value



Just because you can submit a link; does not mean it will be
appropriate (watch and observe first)



Keep a record of the communities, social sites, and blogs that
matter to you/your business objectives



Even though the network is important, your content has to speak
for itself

Link Building & Social Media
Communities

YouTube

YouTube

YouTube

550 Visits over 30 day
period + 3 search engine
friendly links to blog posts

25

Twitter

26

Twitter Messaging

Hashtags
:

Utilize
hashtags

that label updates in a manner that people/companies might
search Twitter with as well as to brand company initiatives



Use Twitter Search (http://search.twitter.com/) to determine how “popular” a particular
hashtag

is (based on number and frequency of updates



Tie company & business related status updates to broad
-
based
hashtag

topics when
appropriate



Promotion of Network/Community: Bring visibility to peers, colleagues, and possibly
competitors by citing sources & using @reply to acknowledge network



27

Twitter

Search.Twitter.com allows
users to search for
profiles and conversations
related to strategic
keywords


Evaluate popularity
by
observing the number,
frequency and rate to
which new updates
appear


Subscribe to RSS feeds
of the most important
queries to keep an up
-
to
-
date record of information

28

Twitter

Twitter’s own list functionality can be a powerful way to organize a network and
potential markets


Public Lists


Create lists of people/companies in your network using keywords and themes that help
support their initiatives and describe their business expertise









Private Lists


Create private lists to help segment specific target audiences based on industry, sales
opportunities, or people you want to make certain to pay attention to

29

Twitter

30

LinkedIn

LinkedIn

32

LinkedIn

Add Applications


applications enhance the
interactivity of your profile and also bring visibility to
content and information from your other social media
websites



Recommended Applications



Twitter



Twitter can now be integrated directly in
profile administration



SlideShare Presentations

or Google Presentations


For presenting Guidon presentations and favorite
presentations from third parties



WordPress or BlogLink

For presenting personal/professional/company blog
posts in your profile



Additional Applications
based in preference: Events,
Company Buzz, and Polls

33

LinkedIn

Key Initiatives in LinkedIn Groups




Participate in or Start Discussions (pay
attention to how active discussions are
actually maintained in the groups




Submit News Articles and Links to sites
members of the community might find of
interest




Try to “Thank” people for interesting or
valuable comments




Use LinkedIn Status Updates to showcase
valuable information found in groups

Blog Post Development & Blog
Outreach

Blog Outreach & Strategy

Blog Outreach & Strategy

http://www.postrank.com/topic/automotive

Blog Outreach & Strategy

30+ Different sites linked
to the post
based on our outreach and information
generating 3,200+ page views

Social News & Bookmarking Sites


A great opportunity for increasing brand awareness and acquiring inbound links
for SEO



Challenge
: Different types of content resonate across each community



Challenge:

Having a network (within each community) is important (critical)

Fortunately, many influential members of these social media communities
are also accessible via Twitter, LinkedIn, and other social networking
websites

Social News & Bookmarking Sites

“MrBabyMan” (IE, Andrew
Sorcini)


Most successful user in the
Digg community (with respect
to stories making the Digg
Front Page)


Also can be reached on
Twitter, IM, and through his
blog/weekly podcast

http://twitter.com/scaryinternet/digg
-
s
-
top
-
100
-
users

Social News & Bookmarking Sites

Example of Successful Blog Content

41

Social Media Influences




StumbleUpon Research



Links from similar posts
referenced in online forums



Feedback from Community
based on previous posts

http://blog.machinefinder.com/1104/tractor
-
art

This Post: “
30 Examples of Tractor
Art & Art from Tractors”
drew the
following results:




2,300+
Page Views



1,100+

Referrals from social
bookmarking sites



Approximately
600+ referrals
from
RSS, social networking sites &
Twitter



49 Links

Example of Successful Blog Content

42

http://wikibon.org/blog/data
-
storage
-
professionals
-
on
-
twitter/

Social Media Influences




Successful Blog Posts in similar
industries



Rapid adoption of Twitter

This Post: “
80+ Storage
Professionals to Follow on
Twitter”
drew the following results:




2,000
Page Views



1,000+

Referrals from social
media sites



30+ Comments
to post



10+ Links

Final Wrap Up


Every content asset can be an opportunity to be found in search



Social media provides tremendous opportunities on its own but also as a way
to improve your overall SEO strategy



Social media provides an opportunity to
evaluate & research
what types of
content will resonate with an audience



Social communities have become important tools for developing relationships
with site owners, marketers, and publishers of content; necessary for
targeting link building strategies



Even though the network is important, your content has to speak for itself



Questions?

Thank You!

45

KoMarketing Associates, LLC

240 Bear Hill Road, Suite 103

Waltham, MA 02451

office: (781)209
-
1989

www.komarketingassociates.com


Derek Edmond, Managing Partner

Twitter
-

http://twitter.com/DerekEdmond


LinkedIn


http://www.linkedin.com/in/dedmond29


FriendFeed


http://friendfeed.com/dedmond29


E
-
Mail


derek@komarketingassociates.com