Social Media and Its Effects on Search Engine Marketing

transcript

Social Media and Its Effects on SEM

The Power of eMarketingBaltimore, MD

October 20, 2010

What I’ll Cover

• How social media affects:• Search engine marketing

• Search engine optimization

• Pay-per-click (paid search)

• When you get back to your desk… (key takeaways)

• Q&AIf you’re a Twitter user, please include

@ProminentPlcmnt and #ema – thank you!

This presentation will be available on my blog, www.SearchAdvisory.net, as well as

www.Slideshare.net/StacyWms

How Social Media AffectsSearch Engine Marketing

• Increased brand searches

• Keyword research

SEM: Keyword Research

Sofabed

Cement truck

Search marketing

Retirement home

Business continuity

Cell phone

Soft drink

Pull-out couch

Concrete mixer

Website optimization

Senior living

Disaster recovery

Mobile phone

Soda pop

SEM: Keyword Research

Source: Business.com & B2B Online’s study of 450 B2B

marketers, 9/21/10

How Social Media AffectsSearch Engine Optimization

• More optimizable content to show up in SERPs

• Search engine reputation management

• Link-building

• Increased organic rankings

• Increased search engine traffic

• Increased conversions from organic traffic

• Searching on social media sites

Source: MarketingSherpa’s 2010 Social Media Marketing Benchmark Report, 4/13/10

SEO: More Content

• Ways social media content can show up in the SERPs:• Regular results: profiles & posts

• Consumer-generated media on your site

• Universal results: videos, photos, music, press releases & more

• Real-time results

• Social Circle (Google), Liked Results (Bing)

Content: Regular Results:Profiles & Posts

Content: Universal Results: Videos, Photos, Music & News (PR)

53x easier to get a video ranked than a website

(maybe!) (Source: Forrester

employee blog)

Content: Real-Time Results

Content: Social Circle& Liked Results

Search Engine Reputation Management

SEO: Reputation Management

SEO: Link-Building

•Directly• Profiles

• Posts

•Indirectly• Viral – increased

visibility

• Requested through social media

SEO: IncreasedOrganic Rankings

Source: MarketingSherpa’s 2010 Social Media Marketing Benchmark

Report, 4/13/10

SEO: IncreasedSearch Engine Traffic

Source: Business.com & B2B Online’s study of 450 B2B

marketers, 9/21/10

SEO: Increased Conversions

SEO: Searching OnSocial Media Sites

If you consider YouTube to be a search engine…it’s been the second most-used search engine (after

Google) for the past two years. (comScore)

Source: John Kennedy, Silicon Republic, 5/17/10

People spend 3x more time on Facebook than Google

(Source: Nielsen Online, 10/09)

Twitter:• 160 million

accounts

• 100 million tweets/day

• 370,000 new users/day

(Source, AdAge, 9/27/10)

How Social Media AffectsPay-Per-Click (Paid Search)

• Brand-building

• Higher CTR• Hence, higher quality score

• Dayparting

• PPC on social media sites

PPC: Brand-Building

Relevant SocMed +

Influenced SocMed +

PPCOnly Influenced SocMed +

PPCPPCOnly

“Relevant” social media = relevant to brand’s category only“Influenced” social media = specific to the brandSource: GroupM Search & comScore, 10/09

PPC: Brand-Building

• Consumers exposed to a brand’s influenced social media and paid search programs are 2.8 times more likely to search for that brand’s products compared to users who saw only paid search.

• Consumers using social media are 1.7 times more likely to search with the intention of making a list of brands or products to consider purchasing compared to the average Internet user.

• Consumers exposed to influenced social and paid search exhibit 223 percent heavier search behavior than consumers exposed to paid alone .

• Fifty percent of social media-exposed searchers search daily for product terms, compared to 33 percent of non-exposed searchers .

• In organic search, consumers searching on brand product terms who have been exposed to a brand’s social marketing campaign are 2.4 times more likely to click on organic links leading to the advertiser’s site than the average user seeing a brand’s paid search ad alone.

Source: GroupM Search & comScore, 10/09

PPC: Higher CTR

PPC: Dayparting

PPC: Direct on Social Sites

When You GetBack to Your Desk

• Monitor online conversations for keyword research as well as reputation management purposes

• Create and optimize social media content• Profiles, posts, CGM if appropriate, videos, photos, music,

press releases, etc.

• Build links pointing to the corporate site wherever possible (and appropriate)• Include keywords in link text when possible, be aware of

“nofollowed” links

• Start building an authoritative reputation on Twitter

• Search your company and brand names to see what’s showing up in the SERPs• Leverage social media to take up more real estate if needed

• Compare data on the timing of social media engagement with your PPC dayparting

• Test PPC advertising on LinkedIn and Facebook• CTRs will be much lower than search – tailor copy & landing

pages accordingly

• Measure the impact of social media on your SEM:• Searches for your brand name

• Website traffic from search engines (organic & paid)

• PPC impressions

• PPC clicks

• PPC click-through rate

• PPC quality score

• Conversions from search engine traffic

• Revenue from search engine traffic

• Your big, fat quarterly bonuses for reaching success!

Staying in touch

• “Like” us on Facebook: www.facebook.com/ProminentPlacement

• Follow us on Twitter: @ProminentPlcmnt

• Follow us on LinkedIn: www.linkedin.com/company/148184

• Read our blog (RSS & e-subscriptions available): www.SearchAdvisory.net

• Subscribe to our monthly enewsletter on our site or by emailing me at stacy@prominentplacement.com

• View this presentation again on our blog or at www.slideshare.net/StacyWms

See also “Leveraging Social Media for SEO Purposes” for

more tactical tips (06/09)