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© 2011 Site-Seeker, Inc. www.site-seeker.com
Social Media – Bootstrap Marketing
Brian Bluff President & Co-Founder Site-Seeker, Inc. \\ @BrianBluff [email protected] 315.732.9281 x 11
© 2011 Site-Seeker, Inc. www.site-seeker.com
© 2011 Site-Seeker, Inc. www.site-seeker.com
Promo Place
Price
Prod
People
Source: Romanelli Communications
© 2011 Site-Seeker, Inc. www.site-seeker.com
• The conversation is
happening… now!
• Next-day answers are not
acceptable
• Information and
responsiveness is expected
• Customers will tell you what
they want
Why you should care
© 2011 Site-Seeker, Inc. www.site-seeker.com
• Listen, then listen more…
• Attract and reward rock
stars
• Control… get over it!
• Be truthful and real
• Strategy first, tactics
second
Social Media Rules
© 2011 Site-Seeker, Inc. www.site-seeker.com
You
r We
bsit
e
Your website is a machine….
Vertical Websites
Social Media Drive
Convert
Measure and improve
© 2011 Site-Seeker, Inc. www.site-seeker.com
You
r We
bsit
e
Vertical Websites
0.75%
75
10,000
More Money
0.75%
94
12,500 25%
25%
1.0%
125
12,500
0.25%
67%
Social Media
© 2011 Site-Seeker, Inc. www.site-seeker.com
© 2011 Site-Seeker, Inc. www.site-seeker.com
© 2011 Site-Seeker, Inc. www.site-seeker.com
Google is the King
© 2011 Site-Seeker, Inc. www.site-seeker.com
Participating in Social Media and ignoring Search marketing and Website Analytics is
a bad idea
© 2011 Site-Seeker, Inc. www.site-seeker.com
© 2011 Site-Seeker, Inc. www.site-seeker.com
Blogs Support Your Search Engine Marketing Plan
Social Properties
Distrib
ute
Prospects Interaction
Branding
Search Engines
Website (blog)
Content Rank
Ne
ed
Original Thought/ Content
Repurpose
© 2011 Site-Seeker, Inc. www.site-seeker.com
SEO: What does it take to rank (organically)?
Relevance • Title tag • Keywords and
description • H tags • Content • Alt tags
© 2011 Site-Seeker, Inc. www.site-seeker.com
SEO: What does it take to rank (organically)?
Credibility • PageRank • Incoming links are
votes of confidence
• Links from related pages or sites
• Related anchor text
© 2011 Site-Seeker, Inc. www.site-seeker.com
SEO: What does it take to rank (organically)?
Credibility • Social Signals (Author /
Human/Social Authority) • Twitter – authoritative people
lend their authority to pages they tweet
• ReTweets are the new links • Facebook ? • LinkedIn ?
© 2011 Site-Seeker, Inc. www.site-seeker.com
What has a combined Search (SEO) and Social Media strategy meant to Site-Seeker?
© 2011 Site-Seeker, Inc. www.site-seeker.com
• Influenced by: • Quality of content • Number of followers • Tweet volume
© 2011 Site-Seeker, Inc. www.site-seeker.com
• Influenced by: • Number of connections • Profile updates • Discussions created • Popularity of discussions (comments)
© 2011 Site-Seeker, Inc. www.site-seeker.com
May-June Search Terms
“Name" “Non-Name”
Old Site 394 861
New Site 396 1674 Additional
Traffic (Visitors)
2 813
% Increase 0.5% 94.4%
# of Visitors that searched by NAME – stayed the same
Client Found for “Name” Searches
© 2011 Site-Seeker, Inc. www.site-seeker.com
Visitors that searched by name are now finding more value and staying on site longer.
May-June
Sticky Rate Visitors Staying On Site
“Name" “Non-Name” “Name" “Non-
Name”
Old 43.40% 20.30% 170 175
New 54.3% 28.7% 215 481
Additional Visitors Staying On Site 45 306
% Over Pervious Year 26.5% 174.9%
Stickiness
© 2011 Site-Seeker, Inc. www.site-seeker.com
Short Form Submission
October 2009
120 Long Forms Submitted 142 Short Forms Submitted
262 Total
114.75%
© 2011 Site-Seeker, Inc. www.site-seeker.com
Summary
1) Social Media increases Search Engine brand visibility 2) Search Marketing is easier when leveraging the
content distribution and link power of Social Media 3) You generate more traffic and become the expert by
promoting quality content through SEO and Social Media
Brian Bluff President & Co-Founder Site-Seeker, Inc. \\ @BrianBluff [email protected]