Social SEO & Content Marketing ad tech San Francisco
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Presentation by Lee Odden of TopRank Online Marketing at ad:tech San Francisco 2011 on Holistic SEO - The integration of SEO, Social Media and Content Marketing combined with process and training is how companies are winning the online marketing game. This presentation provides a great overview on the importance of a holistic approach to search, social and content marketing. Process and workflow models for leveraging search and social optimized content are provided, giving companies insight into operationalizing their Social SEO.
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Social SEO & Content Marketing ad tech San Francisco
- 1. Holistic SEO @LeeOdden TopRankMarketing.com TopRankBlog.com
- 2. About TopRankMarketing.com Consulting Speaking Publicity
- 3. Where Does SEO Fit? Content Marketing Advertising HR SEO Public Email Relations Customer Social Service Media Interactive
- 4. Customer Life Cycle - Content If it can be searched, it can be optimized!
- 6. Keywords: Types of fabric & uses
- 7. Content: How to, Seasonal
- 9. Optimized existing & all new content
- 10. Added a blog, optimized, cross links
- 12. 70% of traffic via organic search
- 13. Online sales increased significantly
- 15. How Are Your Customers Discovering? Social 1% Search 51% Search & Social 48% Google handles 11 billion queries per month (comScore Feb 2011)
- 16. Social SEO Content & Media
- 17. 2005 The SERP Has Changed 2011
- 19. Blog
- 20. News blog
- 21. Articles, guest posts off-site
- 24. Webinars
- 25. Press Releases
- 28. Social content: video, images
- 29. Social participation: Facebook, Twitter Delicious, LinkedIn, StumbleUpon +++
- 31. 1.5m+ links to blog: #1 Content #2 Social
- 32. Attracts $5-8k/mo media coverage
- 33. Attracts talent, speaking gigs, partners
- 35. Blog
- 36. News blog
- 37. Articles, guest posts off-site
- 40. Webinars
- 41. Press Releases
- 44. Social content: video, images
- 45. Social participation: Facebook, Twitter Delicious, LinkedIn, StumbleUpon +++
- 46. Distribution Channels Buyer Needs Business Goals Optimized Content & Digital Assets SEO Distribution Channels RSS Email Blogging Contributed Social Media/PR
- 47. What Do You Have to Find? Web pages Media: Video, Audio, Images MS Office docs PDF files Ad Assets Offline digital content Products Services Corporate News, PR Help, FAQ Blogs Microsites Landing Pages Interactive pages
- 48. Findable Marketing Content Ebooks Newsletters Events Press Releases Video Articles Website Email Blog Social Media White Papers Webinars
- 49. SEO for Marketing & PR SEO PR Keyword Glossary Corporate Web Site Optimization Newsroom Products Releases Newsletters Demo White Papers Freemium Consumers Journalists Case Studies Sales/Offer Sales Media
- 50. Traffic & community help research, develop & further grow soc networks for content & SEO. Create & promote optimized content. Content is noticed, shared & voted on. Grows visibility. Cycle of Social & SEO Increased links & social exposure grow search & referral traffic. Exposure attracts more subscribers, fans, friends, followers & links.
- 51. Hub and Spoke Publishing Social Content Blogs
- 52. Socialize & Be Useful Slideshare News Sources Blog Off site Comments TR Website Facebook Twitter LinkedIn Paper.li Delicious YouTube
- 53. Social SEO & Content Promotion Content PlanKeywords Blog Post RSS Niche Blog Media YouTube News Blog Twitter Niche Blog Facebook Curator StumbleUpon Scraper Niche Blog Digg Links & Traffic
- 54. 3 SEO Strategies Audit existing content & focus on refining current content & digital asset optimization Optimize priority content and add new content according to marketing/PR purposes following SEO best practices. Develop new site content & editorial plan for adding content according to keyword/persona targets. Train all content producers on SEO corporate wide and implement SEO at template and process level.
- 55. Thanks – Free SEO Guide @LeeOdden TopRankMarketing.com TopRankBlog.com 1-877-872-6628 100+ SEO Resources: http://tprk.us/seo100 Download: Content SEO Guide http://tprk.us/cmgat11
Editor's Notes
- Advertisersworld-wide are struggling to understand where SEO fits with their business.
- They want to be educated and their behaviors for information discovery, consumption and sharing have changed
- Social Media and SEO fit together like peanut butter and jelly then content is the bread
- Take inventory of your content and media. Anything digital published online can be optimized for findability.
- Variety of options for customer marketing and engagement ranging from social media to SEO to email marketing to online advertising can be overwhelming
- Cycle of Social Media Interaction10:15 - 25 min - 23 slides Essential social content developmentSocial media optimization tipsSocial network developmentSocial content promotionLink building through social mediaMining social data for keywords and editorial
- http://goo.gl/IVHbn