Massive search engine optimization efforts have, ironically, made search less important. That's driving online users to social networks of “human search engines.” In this session, you'll learn to help these content curators gather, refine and serve up your information to their communities of interested readers, subscribers, followers or friends.

1. Read it!
Grab it!
Share it!
Optimize Content for Curators
Digital Impact
Rachelle Spero, Partner Brunswick Group
May 5, 2011
2:00-3:00 p.m.

2. Introduction
• The fall of search
• The rise of sharing
• Content creators
• Curators of content
• Optimizing for search
and sharing
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3. The fall of search
• Massive search engine optimization efforts
have, ironically, made search less valuable
Search Engine Optimization
• Target keywords
• Link building
• Title attributes
• Keyword density
• Sitemap Search Engine Marketing
• Strategy and management
• Google AdWords
• Facebook Ads
• Yahoo Search Marketing Social Media
• Microsoft adCenter
Optimization
• Instant tagging and bookmarking
• Link building
• Inbound link incentives
• Shareablity
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4. Search has become time consuming

5. Rise of sharing
social media referrals were less engaged than
those from search or other content sites
(source eMarketer.com April 15, 2011)
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6. Where did you hear the news first?

7. Sharing
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8. Content Creators

9. News Media
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10. Companies

11. Portals

12. Curators of Content

13. Content Curators
• Curators are social networks of “human search engines”
• Content curators gather, refine and serve up information
GRAB IT
READ IT
SHARE IT
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14. Experts and Trusted Sources
FINANCIAL AUTHOR, NY TIMES
JOURNALIST
SOCIAL BUSINESS EXPERT
SOCIAL MEDIA EXPERT
REGIONAL EXPERT
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15. Consumers of Media
• Communities of
interested readers,
subscribers, followers
or friends.
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16. Curator tools
Aggregating
Sharing Platforms
Storytelling
Audio/Video/Keywords
Social Measurement

17. Optimizing Content

18. Content
• Optimize content for search
and sharing by using links,
keywords, meta tags and
social media sharing tools
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19. Digital Footprint
• Link to all your online profiles
from one central profile
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20. Presentation Decks
• Post on presentation
sharing sites such as
SlideShare, Scribd
and Docstoc
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21. Events
• Link to events
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22. Networks
• Share content across your
associations, groups and
professional networks
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23. Be part of the conversation
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