icc12 convergence of search social and content
DESCRIPTION
Arnie Kuenn's presentation of the Convergence of Search, Social and Content Marketing at the 2012 Intelligent Content Conference in Palm SpringsTRANSCRIPT
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About Your Presenter…
• President of Vertical Measures - Offering SEO, Link Building, Social Media & Content Development Services
• Instructor for the Content Marketing Institute & Online Marketing Institute
• Author of Accelerate! Move Your Business Forward Through the Convergence of Search, Social and Content Marketing
Available on Amazon
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Why Focus on Search?• 93% of all buyers
online or in stores use search prior to making a purchase
• 86% of searchers conduct non-branded queries.
• 94% of buyers click on organic links versus 6% on paid links for branded queries.
Sources: GroupM, Did-it, Enquiro, and Eyetools.
Twitter: @ArnieK
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Universal Search Results
61% of all search results
Twitter: @ArnieK
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Twitter: @ArnieK
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Develop Your Strategy
• Why are you creating the content you are creating? • Who is your audience and who are you?• Where do you plan to publish your content?• What will you measure? • What is different a year from now?
Twitter: @ArnieK
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Twitter: @ArnieK
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Start With Keyword Research
• Keyword research should be the foundation
• What keyword phrases do your customers use? (Analytics)
• Use tools like….
Twitter: @ArnieK
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Soovle.comTwitter: @ArnieK
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Question & Answer Sites
1618 results
Twitter: @ArnieK
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Google’s Discussions in SearchTwitter: @ArnieK
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What Works For Your Competitors?Twitter: @ArnieK
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Long Tail is the Key!Twitter: @ArnieK
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Content Ideas in a SpreadsheetTwitter: @ArnieK
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Twitter: @ArnieK
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Create Great Content
Twitter: @ArnieK
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Twitter: @ArnieK
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All Different – But Core Items
• Content is found through social media and search engines – so optimize it!
• Web pages, News, Local, Images & Videos1. Links pointing to your content2. Titles & title tags (viewed in results)3. Description meta tag (viewed in results)4. Image alt text tags 5. H1 Tag (headline tag – only one!)6. URL structure (short & include KW’s)7. Page load times
Twitter: @ArnieK
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Search Optimization Elements
Twitter: @ArnieK
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Twitter: @ArnieK
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Promote Your Content• Understand who your customer is and where they are
online.• Conduct PR and blogger pitches• Develop relationships & build partnerships• People share your ideas, link to your content.• Those references and citations will help with rankings
Twitter: @ArnieK
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Twitter: @ArnieK
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Distribute or Repurpose Content
• RSS feeds• Email Campaigns• Social Media Sites• Video, Photo, Presentation & Podcasts sites• These links will help your rankings!
Twitter: @ArnieK
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Twitter: @ArnieK
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Build Links to Your Content
• Identify low hanging fruit– Internal links– Blog & forum participation
• Targeted Links via…– Competitive research for similar content– Use search operators to find opportunities
• Ask your clients & suppliers for links!– Offer t-shirts, gift cards, discounts, etc. – Or even a good old fashion reciprocal link
• When all else is equal, links win!
Twitter: @ArnieK
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Twitter: @ArnieK
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Measure!
• Measure for successes… and failures
• Check your rankings, traffic, conversions and other key metrics
• Focus on the strategies that are providing the best ROI and keep rolling out the content
Twitter: @ArnieK
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Success Like This…Twitter: @ArnieK
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For the Convergence All 8 Steps Matter
Twitter: @ArnieK
Free 24 page guide at VerticalMeasures.com
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Thank You!
PAID FOR BY THE COALITION FOR BETTER WEB CONTENT
APPROVED BY ARNIE KUENN
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Questions?
Contact: 888-476-1881 www.VerticalMeasures.com
More Traffic. More Leads. More Business.