Author Lee Odden discusses his new book, Optimize: How to Attract and Engage More Customers By Integrating SEO, Social Media and Content Marketing with members of Social Media Club.
6. Trust: Product Recommendations
Newspaper Blogger Social Network Contact
TV Radio Microblog Content
Global Web Index Annual Report 2011
@leeodden - #OptimizeBook
7. Paths to Purchase
1% Social Alone
51% Search Alone
48% Search & Social
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8. Google sites handle 88 billion
searches per month worldwide
Source:
comScore
At any given time there
are 50-200 different
versions of Google’s core
algorithm in the wild
*Google Inside Search
What are you
optimizing for?
@leeodden - #OptimizeBook
9. SEO Basics
Products Tech SEO Audit
Topical Focus
Services
Keyword Glossary
Category Search Words
Keywords
Keywords Social Topics
Keywords
Category Blogs
Keywords
Keywords Social Topics
Keywords
Keywords
@leeodden - #OptimizeBook
10. What About Customers?
Customers Experiences Outcomes
Optimizing for consumers, experiences &
outcomes transcends Google, Social or Content.
@leeodden - #OptimizeBook
12. Shift
Customer Focused Optimization
Audience Discover Consume Share/Act
Optimize Attract Engage Inspire
Interests Content Share
Needs Media Buy
Pain Points Social Refer
Search Device
Social
@leeodden - #OptimizeBook
13. Optimized & Socialized Framework
Awareness > Interest > Consideration > Purchase
Research Keywords Content & Optimize
Customer Topics Promotion Socialize
Segments Message Plan Promote
Preferences Search & Topics, SEO Social & SEO
Pain Points Social Data Calendar, Networking,
Behaviors Sources Repurpose Link Building
@leeodden - #OptimizeBook
14. Shift
Optimizing Robots
ZRobot – Goals:
• Increase product Automate your cleaning with ZRobot
awareness All New
Get Mean With Your Clean!
• Grow networks ZRobot Dirt Terminator
New series of dirt zapping robot.
• Increase citations Available May 5, 2012:
Small Business
Pre Order
Ninjas Clean
Stressing Out
over Dirt?
in media & social Owners
Save Money
Without being
seen!
Bring in
ZRobot
Go Shopping Scientifically
Special Offers
• Increase sales
Whlle Zrobot Tested
Buy Now
cleans for you On real dirt!
@leeodden - #OptimizeBook
15. Shift
Consumer Personas: Goals
Carrie Stan Sara
Small Biz Owner Single Professional Tech Savvy Mom
Low cost cleaning Easy cleaning Efficient cleaning
Save on office costs New tech/gadgets Save time
@leeodden - #OptimizeBook
16. Shift
Customer & Content Optimization
Maria: Tech Savvy Mom
Buying
Keywords Social Topics Content Type
Cycle
Time Saving Housekeeping, Blog post, articles in
Awareness housekeeping tips
Naptime Cleaning relevant magazines
robot cleaners,
What types of automated
Interest automatic Demonstration video
cleaners are there?
cleaning
Sara Product feature/benefit
Mom robot cleaner What are the best robot
Consideration list. Comparison to
reviews cleaners?
competitors
robot , Zrobot
Store locator, geo-specific
Customer Pain Points Purchase how to buy, Where can I buy a Zrobot?
store pages, FB fan pages
Zrobot prices
• No time to clean
• 5 small children who spill and make Retention
Zrobot cleaning How to get more uses from Blog posts, guest posts,
messes tips your Zrobot video
• Cannot afford a weekly maid Zrobot fans,
Zrobot mom user group Q Facebook Fan page,
Advocacy Zrobot
and A, tips Forum, Zrobot Newsletter
accessories
@leeodden - #OptimizeBook
17. Shift
Optimized Editorial Plan
ZRobot Content Calendar
Suzy
Business
Owner
Sara
Mom
• Planned topics • Media
• Dates • Promotion channels
• Titles • Repurpose plans
• Categories • Cross linking
• Keywords
@leeodden - #OptimizeBook
19. Hub & Spoke Publishing
How to
Auto
Clean
Videos Demonstration
Enewsletter
Microblogging
Blog
Industry Pub
Testimonials
Article
Buying Guide Case Study
@leeodden - #OptimizeBook
20. Download the template at optimizebook.com
Keyword Glossary
Competitors Keywords Popularity Categories
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22. Optimize for Awareness
Awareness > Interest > Consideration > Purchase
I need a clean
office but my
budget is small. Blog subheadings are prime for keywords.
Breadcrumbs > Are > Beautiful
All New Robot
Low Cost Clean! Terminator
Watch a Demo
Video
The content of
the blog post appeals to the
Categories:
Sara
interests of the consumer Robot Cleaning
Mom
Robot using language that is search Cleaning Tips
cleaners? I and social media friendly. Save Time
never thought Save Money
of that. Efficiency Tips
Tags: Keyword, Word, Key
@leeodden - #OptimizeBook
23. Optimize for Interest
Awareness > Interest > Consideration > Purchase
#Optimize Video Tips:
Demo Videos: • Shoot video with promotion
channels in mind
• Host with YouTube, Vimeo
• Embed video on blog, site
• Optimize with keywords
• Promote video via relevant
Sara
social channels
Mom
• Give the viewer options:
Share, Refer, More Info,
Purchase
@leeodden - #OptimizeBook
24. Optimize for Consideration
Awareness > Interest > Consideration > Purchase
Reviews & Product Pages
Have you ever heard of ZRobots or robots for
cleaning offices?
Sara #Optimize Reviews Tips:
Mom
Clean Times Mag • Pitch your product for reviews
• Monitor for organic reviews
Robot Invasion!
Top 10 Robot Cleaners for Your Office
• Build links to positive reviews
1. ZRobot • Socially share reviews
Product descriptions are good for keywords.
• Promote reviews from social
2. Roombot
Product descriptions are good for keywords. • Make your own product
3. Officebot comparison page
Product descriptions are good for keywords.
4. Click Clean
Product descriptions are good for keywords.
5. Biz Bot @leeodden - #OptimizeBook
25. Optimize for Purchase
Awareness > Interest > Consideration > Purchase
Offers, Store Locator
Special Offer!
Store Locator
Sara
Mom
Optimize for more
specific topics:
Order
• Location
• Product Special Offers
Buy Now
Go Shopping
Whlle Zrobot
Scientifically
Tested
• Outcomes cleans for you On real dirt!
@leeodden - #OptimizeBook
26. What Would Your Hub Look Like?
? ?
?
?
?
?
?
?
?
@leeodden - #OptimizeBook ?
27. Social KPIs - Business Outcomes
Social SEO KPI’s Business Outcomes
• Fans • Share of Voice
• Friends • Improve Service
• Followers • Shorter Sales Cycles
• Comments • Increased Order
• Likes Quantity, Frequency
• Google Plusses • More Referrals
• Links • Lower Marketing
• SERPs Costs
• Search Traffic • Grow Revenue
• Improve Profits
Tools:
Social Media Monitoring
Web Analytics
Social Media Marketing Management
@leeodden - #OptimizeBook
28. Just Say No to Silos
To scale, companies need to look beyond social for marketing,
PR & service & look at evolving a social business.
Marketing Marketing
Community
Customers
Customers
Public Relations Public Relations
Sales VS Sales
Customer Service Customer Service
Human Resources Human Resources
@leeodden - #OptimizeBook
29. Takeaways
• Segment customers
• Develop an editorial plan
• Optimize & socialize
content
• Monitor KPIs
• Measure business goals
• Refine. Repeat. ABO!
• Get #Optimize
@leeodden - #OptimizeBook
Optimize – How to Attract and Engage More Customers By Integrating SEO, Social Media and Content MarketingBy Lee Odden @leeodden CEO of TopRank Online Marketing
Google disappearing from the web has a similar effect as your site(s) disappearing from Google, doesn't it? Of course, I don't mean just Google, but any algorithmic search engine.Focusing SEO efforts specifically on a search engine like Google, achieving great visibility and the ensuing traffic and hopefully sales is a beautiful thing. Until it goes away. If it goes away.
What happens in 60 seconds on the internet?
Which media do consumers trust for product recommendations?
http://www.comscore.com/Press_Events/Press_Releases/2010/1/Global_Search_Market_Grows_46_Percent_in_200970% of brands social media content (FB or Twitter) doesn’t rank in top 20 on Google for brand namehttp://www.brightedge.com/2011-04-18-brightedge-study-social-media-seo-optimization
The intersection of SEO, Social Media and Content Marketing arms marketers with a 360 degree opportunity to attract, engage & retain customers online.
framework for content marketing strategy and practical optimization and social media marketing tips to grow business online.
Show a company website screen shot with details on a marketing "problem". Something simple like increase online sales of their product
Example: LO approved Concept Date: 12/22/2011Copy Approved By LOGraphic Ready for DesignerGraphic Sent to DesignerFinal Graphic Sent to WileyFeedback:
Example: LO approved Concept Date: 12/22/2011Copy Approved By LOGraphic Ready for DesignerGraphic Sent to DesignerFinal Graphic Sent to WileyFeedback:
mix of content types, optimized)
Creating great content helps us reach our social goals
By creating a silo for your social media across your organization you cannot effectively target your customers via social media