The relationship between what search engines want, what users want and how users find things that they need online. How SEO, analytics and social media fit into the media landscape.

1. DIGITAL
MARKETING
CONNECTIONS
HOW SEO, ANALYTICS AND SOCIAL MEDIA
FIT TOGETHER

2. WHAT IS WANTED
• People want to do stuff
• Companies want to make
money
• That stuff people want? They
want it to be free

3. PEOPLE WANT TO FIND THINGS
• Local optician
• Meaning of “platano”
• URL for Time-Warner

4. PEOPLE WANT TO LEARN THINGS
• What are the symptoms of flu?
• How many feet in a mile?
• Who is the prime minister of
Canada?

5. A BRIEF DETOUR

6. GOOGLE TIPS
http://google.com/history
It fixes your spelling
Search is not case sensitive
Search ignores punctuation
Search by
Site:
filetype:
related:
define:

7. GOOGLE TIPS - 2
Search for:
Recipes (ingredients, then recipes in left panel)
Numbers in a range (chanel purse $120…$500)
Number conversions (celsius to fahrenheit)
Time (time Sochi)
Currency (usd in rubles)
Weather (weather Elon)
Scores (team name gives scores and schedules)
Package tracking (just put number)
Math answers (put in equation)
Location (put in zip code)

8. PEOPLE WANT TO DO THINGS
• Talk to friends
• Be entertained
• Find a significant other
• Buy things

9. COMPANIES WANT TO MAKE $
• The freemium model – You
get a teaser, full functionality
costs
• The advertising model –
Mass messages for a mass
audience
• The smart advertising model
– Targeted based on user
behaviors

10. HOW TO MAKE MONEY
• Traffic
• Engagement
• Conversion
• Evangelism

11. HOW TO GET TRAFFIC
• Direct traffic
• Habit
• Social media
• Search

12. HOW TO TELL IF YOU SUCCEED
• Analytics
• Surveys
• Goals