search marketing pt.1 - independent production fund - digital marketing workshop - dec 2013

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INTERNET SEARCH MARKETING – Pt. 1 (How?) IPF Digital Marketing Workshop December 7, 2013

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An introduction to the power of search marketing for screen media projects.

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Page 1: Search Marketing Pt.1 - Independent Production Fund - Digital Marketing Workshop - Dec 2013

INTERNET SEARCH MARKETING – Pt. 1(How?)IPF Digital Marketing Workshop

December 7, 2013

Page 2: Search Marketing Pt.1 - Independent Production Fund - Digital Marketing Workshop - Dec 2013

WHAT does Internet search look like today?

• Personalized

• Local

• Universal

• Mobile

• Social

Page 3: Search Marketing Pt.1 - Independent Production Fund - Digital Marketing Workshop - Dec 2013

WHY is Internet search important?• One of the most popular Internet activities

• Global reach (anywhere/anytime)

• Pre-qualified traffic/audience

• Inexpensive/free advertising

Page 4: Search Marketing Pt.1 - Independent Production Fund - Digital Marketing Workshop - Dec 2013

HOW can Internet search helpyour screen media project?• Get data on the current level of interest in your film, brand

& subject matter (and track how it evolves over time)

• Prove there is a “need” and an online market for the story you want to tell

• Learn what attracts your audience and how to “speak their language”

• Connect with and grow your project’s online network & community throughout the world

Page 5: Search Marketing Pt.1 - Independent Production Fund - Digital Marketing Workshop - Dec 2013

HOW can you be Internet search friendly?• Get technology out of the way

• Have a great content strategy

• Optimize titles & tagging

• Be aware of the wider social media and online reputation contexts

• Establish your online authority

Page 6: Search Marketing Pt.1 - Independent Production Fund - Digital Marketing Workshop - Dec 2013

Technology

• Search bots catalogue text and crawl links

• Splash pages, flash, JavaScript and other programming can get in the way

• Penalties for slow page load times

• Importance of being mobile friendly & device responsive

• The simpler, the better

Page 7: Search Marketing Pt.1 - Independent Production Fund - Digital Marketing Workshop - Dec 2013

100% Flash sites are problematic

Page 8: Search Marketing Pt.1 - Independent Production Fund - Digital Marketing Workshop - Dec 2013

Google wants to own mobile search

Page 9: Search Marketing Pt.1 - Independent Production Fund - Digital Marketing Workshop - Dec 2013

Content

• Content is king more than ever

• Understand your language ecosystem & core topics/themes

• Pick the right keywords to reflect your core topics/themes

• Put them in the right places

• Provide the proper context

Page 10: Search Marketing Pt.1 - Independent Production Fund - Digital Marketing Workshop - Dec 2013

Text rich site = stronger search presence

http://www.livingdownstream.com

Page 12: Search Marketing Pt.1 - Independent Production Fund - Digital Marketing Workshop - Dec 2013

Titles & Tagging

• Title & description meta tags

• Blog & social media tags

• Video titles

• Rich snippets & sitemaps

• Link text & URL strings

• Headers & subheaders

Page 13: Search Marketing Pt.1 - Independent Production Fund - Digital Marketing Workshop - Dec 2013

Title & description tags

http://www.space.ca

Page 14: Search Marketing Pt.1 - Independent Production Fund - Digital Marketing Workshop - Dec 2013

Rich snippets for richer search listings

Page 15: Search Marketing Pt.1 - Independent Production Fund - Digital Marketing Workshop - Dec 2013

Social media titles, descriptions & tags

Page 16: Search Marketing Pt.1 - Independent Production Fund - Digital Marketing Workshop - Dec 2013

Social media & online reputation

• Link building & voting on social networks

• Real time search & Twitter

• Social media as search engine

• Online reputation management (there is such a thing as bad publicity)

Page 17: Search Marketing Pt.1 - Independent Production Fund - Digital Marketing Workshop - Dec 2013

YouTube as search engine

Page 18: Search Marketing Pt.1 - Independent Production Fund - Digital Marketing Workshop - Dec 2013

Bing & social search

Page 19: Search Marketing Pt.1 - Independent Production Fund - Digital Marketing Workshop - Dec 2013

Online reputation affects search performance

Page 20: Search Marketing Pt.1 - Independent Production Fund - Digital Marketing Workshop - Dec 2013

Twitter search & hashtags

Page 21: Search Marketing Pt.1 - Independent Production Fund - Digital Marketing Workshop - Dec 2013

Online authority

• Theory is good content comes from good authors

• Claim your online identity (on Google & on Bing)

• Optimize your online footprint/brand

• Establish connections to other authorities in your target market

• Regularly create relevant, quality, unique content about your core topics (i.e. blog)

Page 22: Search Marketing Pt.1 - Independent Production Fund - Digital Marketing Workshop - Dec 2013

Claim your Google Authorship

https://plus.google.com/authorship

Page 23: Search Marketing Pt.1 - Independent Production Fund - Digital Marketing Workshop - Dec 2013

Claim your Bing/Klout Snapshot

http://klout.com/snapshot/signup

Page 24: Search Marketing Pt.1 - Independent Production Fund - Digital Marketing Workshop - Dec 2013

Top 10 do’s & don’ts1. Don’t put your entire site in flash, images and

video

2. Do comprehensive keyword research (know your search market)

3. Do pay extra attention to your title, meta, rich snippets and other tags

4. Do focus on the right pages/places

5. Do create fresh content relevant to your core topics/target audience

Page 25: Search Marketing Pt.1 - Independent Production Fund - Digital Marketing Workshop - Dec 2013

Top 10 do’s & don’ts

6. Do be aware of your page load times

7. Do be mobile friendly

8. Do take advantage of social media

9. Do keep track of your online reputation

10. Do claim your online identity & support it with content that can make you an authority

Page 26: Search Marketing Pt.1 - Independent Production Fund - Digital Marketing Workshop - Dec 2013

You can find me at:

Annelise Larson

[email protected]

@veriatweet

www.veria.ca

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