search marketing pt.1 - independent production fund - digital marketing workshop - dec 2013
DESCRIPTION
An introduction to the power of search marketing for screen media projects.TRANSCRIPT
INTERNET SEARCH MARKETING – Pt. 1(How?)IPF Digital Marketing Workshop
December 7, 2013
WHAT does Internet search look like today?
• Personalized
• Local
• Universal
• Mobile
• Social
WHY is Internet search important?• One of the most popular Internet activities
• Global reach (anywhere/anytime)
• Pre-qualified traffic/audience
• Inexpensive/free advertising
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
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
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
100% Flash sites are problematic
Google wants to own mobile search
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
Text rich site = stronger search presence
http://www.livingdownstream.com
Keyword research tools
https://adwords.google.com/ko/KeywordPlanner & http://www.google.com/trends
Titles & Tagging
• Title & description meta tags
• Blog & social media tags
• Video titles
• Rich snippets & sitemaps
• Link text & URL strings
• Headers & subheaders
Rich snippets for richer search listings
Social media titles, descriptions & tags
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)
YouTube as search engine
Bing & social search
Online reputation affects search performance
Twitter search & hashtags
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)
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
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
You can find me at:
Annelise Larson
@veriatweet
www.veria.ca
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