On Monday, November 7th, Katherine Watier, Ketchum Vice President, Social Media, and Janet Driscoll-Miller, President and CEO of Search Mojo hosted a day-long event, featuring a panel discussion and workshop on SEO and Social Media. Search+Social Integrated: Best Practices for Applying These Two Powerful Strategies Today Social media is now a part of our everyday lives. We use it to talk to our friends, family and even our favorite brands. But, have you stopped to think about how the widespread adoption of it is changing search and online marketing in general? Search results are now becoming more personalized to you, and your social media habits have a lot to do with it. Knowing that and learning how to apply to your own online marketing effort is the wave of the future in search and social. At this session, experts from Ketchum PR and Search Mojo will outline how to create a social media strategy that includes SEO, thus creating an even more effective online marketing strategy. In addition, our experts will provide insights on where they think search will be in the future.

1. DIGITAL CAPITAL WEEK
SEARCH & SOCIAL
KATHERINE WATIER, VP, SOCIAL MEDIA, KETCHUM PR
JANET DRISCOLL MILLER, PRESIDENT AND CEO, SEARCH MOJO
MONDAY, NOVEMBER 7, 2011

2. TOPICS FOR TODAY!
 Overview of SEO & PPC
 Search + Social – They are combining!
 Facebook like button
 Online Reputation Management
 Rel = Author
 Mobile Search
 Analytics of this stuff
 Future of Search & Social
 Key takeaway – What should I do today?
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3. OVERVIEW

4. ORGANIC VS. PAID RESULTS
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5. THE 4 STEP PROGRAM FOR SEO
1. Choose the keyword phrases your audience uses
2. Label site content to match those words
3. Gain inbound links (like votes)
 Other people link to your content from blogs, social media profiles,
other websites
 Each piece of online content needs its own links
4. Socialize!
 Social media tactics for inbound links and brand search domination
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6. SOCIAL CIRCLE
http://www.google.com/s2/search/social
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7. THE ?? AFFECTS OF SEARCH/SOCIAL
INTEGRATION
 Brand search results
 Universal search and strategy to claim your page
 “Socialized” and personalized search results
 Strategies to get the social “links” that really matter
 Trending Topics search results
 How to coordinate outreach efforts to ride the Google trends
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8. BRAND SEARCH RESULTS
& how to use Universal Search to claim the front page

9. DOMINATE BRAND RESULTS
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10. UNIVERSAL SEARCH
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11. STRATEGY TO CLAIM THE FIRST PAGE
 Your website
 Wikipedia
 Social Media profiles & updates
 News
 Video
 Books
 Q & A sites
 Images
 Event listings
 Shopping
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12. “SOCIALIZED” & PERSONALIZED
SEARCH RESULTS
How to get those social links

13. GOOGLE PERSONALIZED RESULTS
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14. BING PERSONALIZED RESULTS
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15. TRENDING TOPICS AND SEARCH/SOCIAL

16. QUERY DESERVES FRESHNESS (QDF)
 Around since 2007
 Unique to Google
 Part of the algorithm
 Determines which topics are hot
 Examines news, blog stories, social content
 Examines queries in Google
 NYTimes article:
http://www.nytimes.com/2007/06/03/business/yourmoney/03google.h
tm?_r=1
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17. QUERY DESERVES FRESHNESS (QDF)
 With QDF, blog
posts and social
content can
outrank
traditional
websites when
content is fresh
regarding “hot”
topics
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18. QUERY DESERVES FRESHNESS (QDF)
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19. COORDINATING SEARCH & SOCIAL
We knew the anniversary of Yuri Gagarin’s first flight into space was around the corner,
and we wrote a blog post1 and uploaded a Scribd document2.
On the anniversary date, Google created a custom logo.
The Russian Space Program Scribd doc had
11,416 total reads!
1 90 pageviews to the blog post
2 3,158 reads in one month
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20. EVEN FASTER QDF
 Launching now
 Designed to produce more timely results
 Perfect for blogs
 QDF on the next level
 http://insidesearch.blogspot.com/2011/11/giving-you-fresher-more-
recent-search.html
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21. REL=AUTHOR
 Markup article to designate the author
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22. IMPLEMENTING REL=AUTHOR
Step 1: From author name on blog post, link to author page of blog.
Add rel=“author” to link.
Example: <a href="http://blog.search-mojo.com/author/jmiller/"
title="Posts by Janet Driscoll Miller" rel="author">
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23. IMPLEMENTING REL=AUTHOR
Step 2: On author page, create a link to your Google+ profile.
Tag the link with rel=“me”.
Example: <a rel="me"
href="https://plus.google.com/102693940581942420283">Google+</a>
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24. IMPLEMENTING REL=AUTHOR
Step 3: On your Google Profile, create a link to your author page of
your blog. Tag the link with rel=“me” by checking “This page is
specifically about me.”.
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25. BUTTONS AND NETWORKS

26. GOOGLE+ AND +1
+1 Button
 +1 is Google’s version of Facebook’s “like” button
 Will be used soon (some believe already) as a factor in organic
rankings
 Will likely also be integrated into ad quality score in the future
 Measure +1s in Google Webmaster Tools
 http://www.google.com/webmasters/+1/button/
Google+
 Google’s new social network
 Look to it to replace most of the social circle we just reviewed
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27. FACEBOOK LIKE BUTTONS REALLY DO
INCREASE TRAFFIC
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28. THE FUTURE OF SEARCH + SOCIAL

29. FUTURE OF SEARCH & SOCIAL
 Hyper-personalized
 Metrics and connections are going to matter
 You need to be authentic and product quality content that is 100%
targeted to your audience
 You need to engage to be found
 Mobile will be the new desktop – are you ready?
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30. MOBILE

31. MOBILE SEARCH
 Today, nearly 40% of U.S. subscribers regularly browse the web on
their mobile phones.
 By 2013, Google predicts mobile web traffic will surpass
PC web traffic.
 Results: Your mobile website will attract more daily visitors and
generate more sales than your desktop site.
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32. 4X INCREASE IN MOBILE SEARCHES
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33. INCREASE IN MOBILE AD SPENDING
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34. MOBILE QUERIES BY INDUSTRY
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35. CREATE A MOBILE LANDING PAGE
 Google is defaulting to showing mobile pages in mobile search.
 http://www.howtogomo.com
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36. CONSUMERS: SEEKING SEEK LOCAL INFO
ONLINE
“Hot” results above come from
Google Maps/Places
Order a
pizza
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37. MORE PERSONALIZATION

38. ADS PERSONALIZED TO YOU https://www.google.com/dashboard
http://www.google.com/ads/preferences
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39. MEASURING THE IMPACT OF SEARCH + SOCIAL

40. ONLINE CAMPAIGNS NEED GOALS
Are the goals of your campaign:
 Increase impressions across the web?
 Increase impressions to particular
sites/properties?
 Generate actions on a website or
social media property?
 Change the online discussion?
 Change online behavior?
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41. HOW DO YOU MEASURE THOSE GOALS?
Behavior How to Measure?
Increase impressions across the Tracking search rankings over time
web? for client’s assets (SEOMoz)
Increase impressions to particular # of impressions – measured in
sites/properties? Google Analytics or social media
profile
Generate actions on a website or Goals in Google Analytics, social
social media property? media actions (Google Analytics
campaign tagging)
Change the online discussion? Social media monitoring
Change in online behavior? Google search trends/ change in
keyword usage
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42. REVIEW YOUR SOCIAL SHARING DATA
AddThis:
Scribd.com: Social Sharing in Google Analytics:
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43. MEASURING +1’S
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44. MEASURING +1’S
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45. FINAL THOUGHTS…

46. KEY TAKEAWAYS
 Get your social profiles! (especially Scribd)
 If you don’t have a blog, GET ONE.
 Expand your social reach and network
 Put a Facebook Like button (and Google +1 button) on your pages
 Set up a free mobile landing page
 If possible, implement schema.org
(especially if you’re planning a redesign)
 Sign up for Google Maps
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47. LEARN MORE
 Google Webmaster Central
http://www.google.com/webmasters
 Google Webmaster Tools
 Bing Webmaster Tools
www.bing.com/toolbox/webmaster
 Google’s Analytics “Guru”
http://www.kaushik.net/avinash/
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48. QUESTIONS/ DISCUSSION
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49. CONTACT
Katherine Watier
VP, Social Media
Ketchum
202-729-8355
Katherine.watier@ketchum.com
@kwatier
Janet Driscoll Miller
President and CEO
Search Mojo
jmiller@search-mojo.com
434.975.6656 x101
@janetdmiller
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50. REQUEST A SITE AUDIT
www.search-mojo.com/dcweekaudit
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