Now is the time to integrate your social media and search marketing efforts. A presentation I delivered to Social Media Club Columbus on July 19, 2011.

2. Sites
Engaging Branding | Top Technology | Easy Manageability
> Sites that perform & convert visitors to customers
Holistic Web Marketing | Organic + Paid + QOV Metrics
> Continually-managed, for traffic and conversion
Connect | Convey | Converse With Audiences
> Active dialog that creates a bond and advocacy

3. The Perfect Storm
The Rise of SEO & Social Media

4. Search Engine Marketing Spending in North America, 2007-2013 (billions)
2008 $13.5
2009 $14.7
2010 $16.7
2011 $19.8
2012 $23.1
2013 $26.1
Source: Emarketer.com, Search Engine Marketing Professional Organization (SEMPO), Marketing 2009

5. 10.9 Billion
Searches Per Month

6. From which marketing programs are you shifting budget away and moving it to
your search marketing and/or social media programs
53%
29%
22%
21%
20%
18%
16%
15%
14%
12%
Source: Econsultancy Digital Marketers United, State of Search Marketing Report 2011

7. When researching branded products online prior to purchase, where would you
begin?
Search Engine 57%
Brand Site 20%
Online Retailer 18%
Ask Facebook 3%
Ask Twitter 2%
Source: Etailing/PowerReviews Social Shopping Survey 2.0, March 2010

8. Most effective online marketing tactics for generating conversations according to
US senior-level marketing executives, February-March 2009
SEO 53%
Email & Newsletter 39%
Pay-per-click/search 32%
Behavioral Targeting 27%
Site Sponsorship 14%
Viral Marketing 12%
Ad Networks 10%
Forbes, 2009 Ad effectiveness Survey, June 1, 2009

10. Social + SEO
An ideal marketing
marriage

11. Silo Marketing Is Dead

12. Stop working your tactics against each other

13. Use them to help each other

14. The Basics
of Search

15. Don’t obsess over every detail

16. Instead,
understand the basics...

17. Keywords

18. Quality content

19. Backlinks

20. Where to get started?

21. Keywords:
adwords.google.com (free) or spyfu.com (not free)

22. Develop a content strategy

23. Link Review:
siteexplorer.search.yahoo.com

24. Use SEO as your foundation

25. Source: Rand Fishkin for SEO Moz

26. So, where does social media come in?

27. How can social media & SEO
support each other?

28. Fresh Content

29. Quality Links

30. Traffic

32. Site Traffic Spikes
Over 8,000
inbound links!
1st Page Ranking for “blender” Social pages rank for brand search

33. Source: Adam Singer – www.thefuturebuzz.com

34. 3 Ways to
Optimize Your Social Media

36. Optimized Blogs
1. Keyword Integration
 Post title
 Categories
 Body copy
 Anchor text links
 URLs
 Image, video and alt text
 Title tags
2. Post great content regularly
3. Link the recent posts to your homepage
4. Consider the “long tail”

38. Use blogging tools like Innoblogs to
help you and your team create search
engine friendly content

40. Optimized URLs
1. Secure vanity URLs on all profiles
2. Link your profiles to your website
3. Use keywords in your URL that you post (Lose the
“http://t.co/6H47Seh” when possible)
Now go Google
“candleistric”

42. Optimized Profiles and Updates
1. Use keywords in all titles (Facebook, YouTube, LinkedIn, Flickr, etc.)
2. Use keywords in “About” area across
all social profiles

43. 5. Data
Last Thing

44. Write quality
content.
Without it, all these tips are a waste.