The Growing Impact of Social Media…. …on Search Marketing

Presented by: John Heffernan Business Development Manager MediaCo (UK) Ltd John.heffernan@media.co.uk 07977 440690 http://uk.linkedin.com/in/johnheffernanseomarketinguk

• Integrated Digital Marketing Agency

• Delivering results since 1999…

• Offices in Dundee, Edinburgh & Singapore

– Sales coverage: London, Midlands & Dubai

• Focus on strategic online marketing:

– Search Engine Optimisation

– Pay-Per-Click Advertising

– Content Marketing

– Social Media Integration

Introducing MediaCo

Stop Chasing the Algorithm!!!!!

Traditional SEO: Link Wheel Directories / Paid Links Article Marketing

Content Marketing Blogging Authority Content Authority Interactive Content InfoGraphics Asset Building

Old and Outdated tactics offer an uncertain future

SEO Components

KEYPHRASES COMPETITORS

Accessibility

Relevance

Credibility

ON SITE

OFF SITE ON PAGE

Online Competition

Research - Based on your search terms Identifies competing websites that have online visibility.

Determine coverage across all phrases.

Market intelligence of actual online competitors

Social.Media.co.uk

Off Site Optimisation

ON SITE

ON PAGE OFF SITE

Link earning …….Not Link Building!

Deep Links

Internal Links

Link text

All Clear?.......................

SEO & Social Content Optimisation

If you think you need to be everywhere at once……….. You’re headed in the right direction Matt Cutts: Google

A New Way of Looking at SEO…..

Content Marketing: SEO

Content Marketing Social.Media.co.uk

Deep Links

Link text

Search

Content Blog engagement

Social Networks

Article Marketing Social Mentions

Embedded Video

Web Links

Internal Links

A new way of thinking – - or doing it “right” all along?

Panda – Bad Content Penguin – Bad Links

Significant changes in Google’s algorithm.

• Some links sources - no longer as influential. • Greater focus on “quality content” that’s useful to the searcher. • Depth of relevant content even more important. • Material that’s “over-optimised” sending negative signals. • More “brand signals” with key phrases & diversity required within third-party links. • More “brand signals” with key phrases required within social references.

• Social media engagement becoming stronger influence.

Social Media Content has an ever-increasing influence on Search Ranking / Visibility

More than just …

Presence, Participation & Promotion Presence: • Originate / Customise / Connect Channels Participation: • Saying the right thing in the right way in the right channel – Engagement! Promotion: Content is still King!! • Share – Syndicate – Become “Findable”

People Buy People!

Social Media Content

Either:

write something worth reading about

or

do something worth writing about................

..................Ben Franklin

Tell your story OR Have it told for you!!!

I’m sorry for writing such a long letter …

… but I didn’t have time to write a short one …

Become an Authority!

Google+

Google+1 is simply another social signal Similar to “likes” – will gradually increase relevance Significant over time – Rel:Author! Set-up and optimise your Google+ Business pages

Social circles

Pinterest for Business

http://uk.linkedin.com/in/johnheffernanseomarketinguk/

LinkedIn - Profile

Social Media Interaction: “Supports” SEO Improves: Authority Positions Traffic Click Through and Conversions!

Give yourself the advantage over your Competitors!

Social Media & SEO; Content “Rules”

Use the phrase in the page title

Create well written copy content

Use Phrase semantics and related terms

Define a clear path – Call to Action…….

Minimise distractions – Focus!

Set a measurable goal

Benefits of Social Engagement

• Build authority

―Improve SEO rankings

• Build relationships with customers

and prospects

• Customers become brand advocates

―When they share content

• Reputation management

―Respond quickly to criticism

Be Involved – Engage with your Audience!

Stop – Look – Listen!

Time & Resource........

Manage Expectations!

Be prepared to fail! …….But don’t make the same mistake Twice!

Social Media Planning ...

Where are their moderators? Why is there no response?

Why are they allowing these comments to stay on their profile page?

********

Google & Content……

“ ..you will rank well.”

Presented by: John Heffernan John.heffernan@media.co.uk 07977 440690 http://uk.linkedin.com/in/johnheffernanseomarketinguk

Questions?