miley cyrus & silicone rubber
TRANSCRIPT
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Miley Cyrus & Silicone Rubber
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• SEO vs. SEM
• Search intent
• How search engines work
• Strategy
WHAT WE’LL COVER
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SEO vs SEM
SEM – “usually attributed to paid advertising for
keywords and sponsored links”
SEO – “the process of building pages in a
manner that enables the pages to rank highly in
algorithmically determined search results”
- “The Aftermath of SEO’s Death This Summer”, Forbes.com
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DISTRIBUTION OF SEARCH INTENT
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RELEVANCE AND IMPORTANCE
Search engines are driven by 2 factors, relevance of
content, and importance of content
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A CHANGE OF VENUE
In 2013, Miley Cyrus left Disney’s Hollywood Records and
signed with RCA records. But they faced a dilemma:
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A NEW IMAGE?
How to transition from her
Disney self...
to her new self ?
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BE INTERESTING
Interesting means being talked about
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CHANGE THE CONVERSATION
Miley Cyrus’s VMA performance changed the story of who
she was in people’s minds…
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BE INTERESTING
…and across the internet
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“GREAT ARTISTS STEAL”
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WHAT THE HELL IS “TWERKING”?
"Twerking" was an especially powerful edge to Miley
Cyrus's SEO
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IT WORKED
As Hannah is forgot as Miley reaches her greatest
popularity ever.
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MORE POPULAR THAN HER WORK
Miley is the popular product
Bangerz[46]
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MARTHA STEWART!
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SMOOTH-ON IS SELLS SILICONE
If you type in "silicone rubber", Smooth on is your second
organic result after Wikipedia's silicone rubber entry.
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SMOOTH-ON IS RELEVANT
Their site is insanely relevant.
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MARTHA USES SILICONE
Martha Stewart helps generate interest.
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SMOOTH-ON IS IMPORTANT
Smooth-on is referenced across the web
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BE INTERESTING
Get people talking on and off the web
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END
Thank you