Search Engine Marketing & Social Media Overview

S EA R C H E N G I N E O PT I M I Z AT I O N
&
S O C I A L M E D I A M A N AG M E N T

U N D E R S TA N D I N G T H E K E Y E L E M E N T S O F
O N L I N E M A R K E T I N G T H AT G E T YO U R
C O M PA N Y F O U N D O N T H E W E B

™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved

Workshop Objectives
2

Keys Focus on ORGANIC marketing elements:

o Search Engine Optimization (SEO)
- Website Architecture
Take Notes
- Content Management
- Link Building Strategies
o Video Syndication
o Social Media Optimization (SMO)

Terminology
You will gain a better understanding of what constitutes
effective SEO and how to utilize social media & video to
manage consumer interaction & cost effectively build brand
Homework awareness.

™GibSEM & ™ Silver Dove Productions are protected Trademarks. All rights reserved 8/24/09

About GibSEM Group
3

Areas of Expertise:

o Search Engine Marketing (SEM)
o Serve SMB Clients
o Search Engine Optimization (SEO)
o Internet, Telecom, Real Estate,
o Social Media Optimization (SMO)
MLM, Retail
o Cause Marketing
o About Jim Gibson
o Online Community Development
o Company/User Reputation Management
o User Generated Content (UGC) Management

ARCC Acquisition
Retention
Conversion
Community


Online Marketing 101
4

SEO: Search Engine Optimization strategies and tactics undertaken
to influence the organic rankings of web pages in the search
engines. Search Engine Optimization involves the 3 steps of SEO
including site optimization (architecture), content optimization
and link building strategies.

SEM: Search Engine Marketing promote websites by increasing
their visibility in search engine result pages (SERPs) through the
use of paid placement, contextual advertising, and paid inclusion.

SMO: Social Media Optimization is a viral marketing strategy that
leverages social media sites to personalize communications, build
brand awareness and drive traffic to your site.


SEO: On-Page Optimization
5

o Architecture
o Content
o Links


SEO: Off Page Optimization
6


Popular Traffic Generating Techniques
7

o Search Engine Optimization

o Pay Per Click

o Link Building

o Banner Ads

o Article Syndication, Blogging

o Social Networking

o Video Syndication


How Search Engines Find You
8

FACT: These 5 methodologies are broadly adopted
by Search Engines.

o Crawling the web (slowest)
o Page/Site Submission (expedited benefits)
o Paid Inclusion
o Directed Crawl (XML Sitemap, Feeds)
o Incoming Links

Search engine process: Crawling, Indexing & Ranking

Submit your URL to Google, Bing & Yahoo!


The Golden Pyramid
9

There is no mystery when it comes to marketing your business online.
And, there’s no such thing as overnight success!

Social
Media

Keywords

Content Management System

Architecture

Website Architecture
10

FACT: Your website structure is the foundation of all SEO efforts!

o Site Architecture
o URLs
o Content
o Meta Tags
o Clean Code
o Text Links (inbound, outbound)
o Site Maps
o Robots.txt SEO

Evaluate your site structure
for these elements


The 5 Second Rule
11

Your Website Must Have:

o Crawl-ability
o Read-ability
o Link-ability
o Use-ability
o Convert-ability

You have 5 seconds to get your website message across to your visitor!


SEO Management Tools
12

Set up Google Analytics and Webmasters Tools for your
website

Content is King!
13

Build content for user 1st – Search Engines 2nd!

o Most important keywords first
o Content must be unique!
o Limit repetitive content
o 200 words or greater a good target
o Mention keywords 2-3 times
o Keyword density 4% - 12%
o Content should be well written
o Limit the use of automated content generators
o No hidden text (spam!)
o Keep it fresh!

Evaluate your site content for keyword placement


5 Step Content Development Process
14

Who is Your Target Audience?

What do they want/need?

Use of Dynamic Content?

Competitor Analysis
Evaluate/
Keyword Analysis Re-Write/Add
New Content

Develop
Content

Create an off-line version of your homepage using
The 5 step process.

Content: Drive to the Goal!
15

Design every page with your goals in mind!


Keywords & Search
16

Keywords are the specific terms that people use to search for
things on the web. The advantage of keyword marketing lies
in the potential to reach the right people at the right time.

Pay Per Click Keywords:

Used in paid advertising
SEO Keywords: Appear in SE’s sponsored listings

Used in meta tags on site
Appear in SE’s organic listings

Do a search for your keywords to see where you fall in
the search engines

Keyword Analysis
17

CLIENT: Software Company
KEYWORD: “Tax Software”
GOOD: “Inexpensive Tax Software”
BETTER: “Small Business Tax Software for $99”

It’s not the words you use to describe
your business rather it’s the words your SEO
Customers use to describe your business.

The bulk of searches occur in the *Long Tail PPC

* Closest to Purchase Decision!


Think Like a Searcher!
18

“Tax Software”

“Small business tax software
for under $99 “

Using Keyword Research Tools, Make a List of 300 Keyword Phrases
That Best Describe Your Business.

The Buying Cycle
19

Interest

Purchase Gather
PPC SEO
Branded
Long Tail
Keywords
Keywords

Exclude Research


Meta Tags = On-Page Optimization
20

Meta Tags: The words you use to describe your business that you want
the search engines to use to help people find you online.

o Meta Tags
o Title Tags
All should contain critical keywords
o H1 Tags
o Meta Keywords
o Meta Description
o Alt IMG Tags
o Anchor Text

Look for ways to include important keywords in
these areas


Meta Tags
21

TurboTax Business Software

Go find your site’s Meta Tags and make sure they
explain what your business is about

Links
22

Quality vs Quantity!

o All links are not created (or valued) equally
o Links should be descriptive & use keywords!
o Use text based links in lieu of graphic button links

…for more information

…find out more about our $99 small business tax software …

Links signal to Search Engines your sites relevance and credibility!

Review Your Site Content For Keyword Rich Link Opportunities


Inbound Links – The Holy Grail!
23

The 4 Levels of Link Building for Success:

LEVEL 1 – Low Hanging Fruit LEVEL 3 – Relationship Building
o Submit URL to directories (ex. o Network with webmasters
Yahoo, DMOZ.org, Joeant, o Become a resource for people in your
Aboutus.org) industry
o Social Media Sites
LEVEL 4 – Become the go to person
LEVEL 2 – Start Writing! o Churn out content!
o Launch a blog o Stake your claim in your area of
o Article syndication, PR expertise

Set up a fan page on FaceBook, a company profile
on LinkedIn and a YouTube video page.

Blogs - The Centerpiece of Social Media
24

Blogs provide your small business with a chance
to share your expertise and knowledge with a
larger audience.

o Communicate & share ideas directly with customers
o Have an ear on the street
o Opportunity to answer critics in a controlled forum
o Generates trust with audience
o Drive traffic to your site through keyword rich links
o Increase search engine rankings
o Establish writer as industry thought leader
o Personalizes company
o Cost effective communications channel

Make it a goal to become a Thought Leader by actively
contributing to a blog that focuses on your industry

Article Syndication
25

Writing articles and submitting them to
other sites is a valuable way to drive relevant
traffic to your site. Some benefits include:

o Build brand awareness
o Attract visitors to your site
o Increase page rank on SE’s
However, there are some things you need to consider:
o Obsolescence
o Unauthorized modifications
o Mirroring problems
o Association with spam

Pick a subject related to your industry and write a
piece for submission in an article directory


Video
26

Use Video To Promote You & Your Business!

Pictures Say A Thousand Words
Videos Say A Billion - Literally!

Video
27

If you don’t use video, you are missing out!
30,000 Video’s Uploaded Daily
40,000 Daily

Stand Out From Your Competitors
Reach New Audiences
Show Customers You Are Their Best Choice
Tell Them Your Way

Video
28

The Video Possibilities Are Endless
• Advertisement • Infomercials
• A Promotion • A Mini-Documentary

Video Components
• Home Page Introduction
• About Us
• Testimonials
• Landing Pages
• Product Demonstrations


Video
29

“Adding video to my website
was one of the best decisions
I have ever made. Now
visitors to my site can quickly
get information that they
need in real time. I'm also
noticing my website is getting
much better placement in
Google searches since video was added. In today’s marketplace,
having video on your website is a must if you want to stay
competitive!” – Dr. Michael Kosdon


Video
30


Video
31

Research Shows People Prefer To Watch Video
Then Read About Your Company.

Average Conversion Rate For Text
Only Sites - 1%

Average Using Video - 12%


Video
32

Stand Out From The Crowd
Get More Business!


Video
33

Internet Marketing

Get Opt In Email Subscribers


Video
34

Make The Video Simple Or Fancy As You’d Like
• Photo’s, Music, & Text
• Add Voice Over
• Be On-Camera or Hire A Professional
• Use A Teleprompter
• Film On Location or Use Green Screen


Video
35

Creating High Quality Video Gets You More Viewers
Create Branding – add company website throughout
End with your logo and contact information

Create a way for people
to share your video
www.addthis.com

YouTube Share Option


Video Optimization
36

More People Will Find Your Video if it is Properly Optimized

__________


Video Optimization
37

Videos are primarily search
based on user-given title,
descriptions and tags.


Video Optimization
38

Tags
1. Use Relevant Tags - Make sure your tags are relevant to
your content.
2. Include YouTube Category Tags - This will help pin your
video to a category.
3. Use Tag words in the title and description.
4. Match Tags in Title and Description - Use tags as you
would primary keywords in a page optimization.
TIP - Tags are not long sentence like phrases.


Video Optimization
39

• YouTube is a
community
• Have a Channel
• Add new video’s
• Make your featured
video a welcome video
• Watch other video’s
• Add favorites


Video Optimization
40

Social Networking Sites, Blogs & Forums

Upload your video to Facebook and MySpace.
Tell those following you on Twitter.
Blog about your video and link to your video.
When allowed post on forums.


Video Optimization
41

The Benefits?


Social Media Optimization
42

What can your business
do to succeed?

Social Media:

It’s about building relationships by providing valuable content!


Why People Use Social Networks?
43

People use social networking for a variety of reasons:

o Get back in touch
Have online profile
Statistics:
o Share information in a common channel Age 18-24 75%
Age 25-34 57%
Age 35-44 30%
o Find new friends Age 45-54 19%
Age 55-64 10%
Age 65+ 7%
o Networking (e.g., interests, business, jobs)

2008 Statistic:
35% of adults online manage one or more social network profiles


Why Businesses Use Social Networking
44

Businesses use social networking for a variety of reasons:

o Build relationships
o Branding opportunities
o Attracting traffic
o Cost effectively communicate with customers
o Identify new sales channels
o Give customers a voice
o Build link popularity

If you start using social networking you have to do
it right, and do it consistently to succeed!

Social Web Behaviors
45

The Social Web is Dominated by Member Communities and
Consists of 4 Behaviors:

o Content Creation – Knowing what to create
o Content Distribution – Understanding how
to get content out there
o Content Consumption - Must love to consume content
o Transactions – buy, convert

The Social Web is no longer just about creation, distribution &
consumption; in the future, the highest priority will be placed on the
value of the content.

4 Ways Social Media is Changing Business
46

Social media is helping to forge a new era in business
transparency and consumer engagement:

o From “Trying to Sell” to “Making Connections”
o From “Large Campaigns” to “Small Acts”
o From “Controlling our Image” to “Being Ourselves”
o From “Hard to Reach” to “Available Everywhere”

Social Media allows companies to opportunity to develop more
genuine and direct connections with their customers.


Leveraging Social Networks for Business
47


Social Media Comparison
48

Social Media Unique Visitors Monthly Growth
FaceBook 68.5m 1.2m
MySpace 58.5m 810k
Source: compete.com
Twitter 6m 54m 1/09

Twitter Growth:
283% since 1/09

4,500% since 1/08


Twitter Tools
49


Social Networking Conduct (Do’s)
50

Social Networking online is no different than face-to-face interaction.
Here are the 6 basic rules:

o Listen
I’m Listening
o Engage
o Contribute
o Build relationships
o Follow-up
o Represent yourself & your brand

Join an online discussion and practice these habits


Social Networking Conduct (Don’ts)
51

How you conduct yourself online is a direct reflection of not only
you but your company as well! Whatever you do, don’t:

o Be careless
o Be inappropriate
o Be aggressive
o Be self centered

Important: It’s not a race to be the most popular! Building
relationships takes time and sincere effort.


Making Social Networking Pay Off
52

Get into the CONTENT MINDSET!

o Focus, Focus, Focus!
o Build your contacts (Intelligently!)
o Know your target market & what they are looking for
o Join groups and contribute meaningful content
o Balance “distribution” & “contribution”

Building relationships via social media
takes time and effort. There’s no overnight
solution to achieve success!


Summary
53

Must Do’s: The following basic steps are important for any
business to ensure a proper online marketing foundation:

o Analyze & optimize site structure
o Develop great content around relevant/strategic keywords
o Ensure meta tags on every page
o Install analytics software
o Create Google Webmasters account
o Create robots.txt
o Build XML sitemap & upload to Google
o Submit your site to the 3 major search engines
o Develop & implement a social media strategy


Resources
54

o Analytics: www.google.com/analytics
o Webmaster tools: www.google.com/webmasters
o Keyword tools: https://adwords.google.com/select/KeywordToolExternal
o URL Submit: Google - http://www.google.com/addurl/
Bing: http://www.bing.com/docs/submit.aspx
Yahoo: http://searchmarketing.yahoo.com/srchsb/ssb.php
DMOZ: http://www.dmoz.org/
o Site Analysis: www.websitegrader.com/
o Sitemaps: www.sitemaps.org
o Market Data: www.comscore.com
o Online Marketing Associations: www.the-dma.org
o Social Media Trends: www.mashable.com
o Online Marketing Publications: http://www.onlinemediatoday.com


Tonight’s Event Sponsored By:
55

www.GibSEM.com www.SilverDoveProductions.com

www.VoiceIcon.com


Search Engine Marketing & Social Media Overview

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