- Megan Del Borrello

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- Megan Del Borrello
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• The days of SEO as a separate discipline are over

• What we were doing 5 years ago has no effect or
  if any a harmful effect

• Its now about quality, engagement and social
  proof
• Its no longer enough to just do SEO or to just
  have a website

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The Case for Search Marketing Integration Online
Marketing is a vital part of any organisations
marketing structure

• You need to get people to know your business
  better online
• Changes in Google algorithms have rendered many
  traditional SEO (Search Engine Optimisation)
  techniques redundant or less effective.
• SEO is fast evolving into a more creative,
  diverse and finally integrated service that needs
  to cooperatively work together
• To get Top Google Rankings user engagement x
  on-page quality x off-page linking factors x
  on-page factors x social signals

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This doesnt mean SEO is dead!

• Someone is always declaring SEO is dead! It isnt
  the landscape is merely changing.
• Search Engines AND consumers want quality,
  engagement and social proof.
• Search engines will measure content quality,
  brand sentiment and relevance.
• One key element in Google's Penguin update was
  the inclusion of an organisation's brand reach as
  a factor in SERPs.

Some things never die!

• Good domain name (domains with keywords were made
  redundant by Google ages ago)
• Quality SEO friendly CMS (Content Management
  System)
• Quality hosting (in the country you are
  targeting!)
• www resolved. Your website without the www
  doesn't redirect to www. (duplicate content)
• Lower case, hyphenated, structured URL address
  strategy
• Well structured, clean lthtmlgt code that passes
  W3C Validation
• Fast loading page code/design
• Google/Bing webmaster verification
• Geo positioning location code (particularly for
  local search)
• Actual well-written content
• Avoid use of flash
• Inclusion of robots.txt file and sitemap.xml file

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• Its about creating value through multiple online
  mediums
• and having it direct back to your website.
• Social
• Blogs
• Offline media
• PPC Advertising
• Content
• Video

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Social media and SEO are also becoming more
entangled.
Consumers are more and more wanting social proof
such as reviews, likes and ratings.
Search engines are now measuring social signals
in their algorithms, based on brand sentiment.
You must maintain your Social Media for it to be
effective.
Its a springboard of information that can direct
back to your website.
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• Add the user numbers in multiple social platforms
• The social platforms you have a presence on must
  suit your business. (eg. A Funeral Director
  wouldnt go on Twitter)
• Google is not the only place to be found go
  where the numbers are!
• Facebook - 12,000,000
• YoutTube 11,750,00
• LinkedIn 3,400,000
• Wordpress 5,000,000
• Tumblr 4,200,000
• Twitter 2,167,849
• Pinterest 1,629,564
• Instagram 1,469,000
• TripAdvisor - 830,000
• Google - 340,000

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How Social Signals Help

• Social media values such as likes, shares,
  retweets and 1s, are becoming more influential
  in terms of garnering search results.
• Google is interested in rewarding sites that have
  good social signals.
• Social media injects a valuable human element
  into the search landscape to balance out spiders,
  algorithms and technology.

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• Familiarity Biases Behaviour
• In Googles Penguin update it included a
  companies brand reach as a factor in Search
  Engine Rankings.
• Brands searchers know will get clicked more often
• Put simply, the more popular your brand is the
  more likely you will to be on the 1st page of
  SERPS.

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One of the most influencial factors in Search
Engine Marketing.
Videos are now outranking organic page listings,
this is because Google sees them as more
relevant to a search query
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Websites with videos on them are actually 53 more
times likely to feature on 1st pages in search
engines.
Viewers of videos are also 64 percent more likely
to purchase after watching a product video.
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How do I use Video to Promote my Website?

• The longer the video the less likely it is to be
  watched
• Video topics should be interesting! Otherwise
  people wont watch them
• Add some keywords into your video title
• Optimise your video
• Upload it to youtube and Vimeo.
• Advantages of Video Promotion
• Low competition so far surprisingly not many
  companies are using video to promote their
  websites
• Creating a video is not difficult and is not as
  expensive as it may seem
• People readily share links to good videos

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Case Study for Video

• Island Spice Accessories How to Tie a Scarf
• Fun tutorial on different ways to tie a scarf
• Posted on website, YouTube and Facebook
• Promoted with Facebook ads for a period of 2 weeks

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Case Study for Video

• Results
• 164 views on Youtube
• 13 new page likes on Facebook
• 28 new visits to website direct from Facebook
  advertising of video
• 8.17 average page visits when sourced from
  Facebook
• 1 sale
• Average time on site 834 minutes after watching
  video.

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The figures dont lie Video Marketing

• Videos get 267 more links than normal posts
• Video keeps prospect customers on site up to 2
  minutes longer
• Viewers retain 58 of what they see, but only 10
  of what they read
• A consumer who views a product video is up to
  144 more likely to add that product to his cart
  than a consumer who watches no video
• These figures show that search visibility and
  performance are directly improved by the
  integration of video and, as a result, video
  should be integrated into all digital campaigns.

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• Blogging is one of the best delivery mechanisms
  for SMI, With a blog you can easily leverage
  images, written text, video and other content,
  with social media sharing capabilities already
  integrated.
• Blogging can tie in with your social media
  strategy and then link back to your website. How?

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• Guest blogging is the best SEO that a site owner
  can implement for a site
• Author Rank is essential for getting a better
  rank in Google
• Author Rank is a new way for Google to rank the
  quality of particular authors
• Its all about discovering great content
• To identify the author of a blog or article,
  Google checks for a connection between the
  content page, and author page and a Google
  profile.
• The more often you share your content on Google,
  the more you increase the popularity of the
  content and its rank

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Organic and paid campaigns should be closely
integrated

• Take the intelligence from SEM campaigns and
• directly apply to organic strategy
• Keywords that generate sales
• Landing page techniques that generate conversions
• Identify trends by testing new phrases or
  products

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A recent Google study suggested theres a strong
relationship between ad click-through rates (CTR)
and the presence of an organic listing on the
first page of results. Put another way If you
have a high organic listing for a particular
search term, your paid ad for that same term is
going to get a much higher CTR than if you didnt.
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Content It all starts here!

• Types of content
• Blog posts
• Articles
• Videos
• Infographics
• Webinars
• Slideshows
• Images
• Reviews
• Website copy
• Product descriptions
• Ebooks
• Digital magazines
• Podcasts
• Case studies
• Enewsletters

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• Quality, relevant and organised content.
• Search Engines have always cared about quality
  content
• And with Google integrating Panda into their more
  regular algorithm updates, its never been more
  important to have relevant, organised content as
  Panda specifically involves website content, how
  your site delivers content to the search index.

Content is King the saying may be old, but it
still rings true.
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Duplicate content will sink your site.

• Does my site have duplicate, overlapping or
  redundant articles on the same or similar topics
• with slightly different keywords?

• Do my pages provide substantial value when
  compared to other pages in search results?

• Would I expect to see this article in a printed
  magazine, encyclopedia or book?

• Are my pages produced with great care and
  attention to detail vs. less attention to detail?

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• Content is at the heart of any
• online marketing strategy.
• Without quality content, you cant execute a good
  social media campaign, a PPC campaign, an email
  newsletter campaign, or an SMI campaign.
• Carrying out an SMI campaign successfully means
  generating quality content at least regularly, if
  not constantly.
• In the end, it all harks back to the age-old web
  adage that Content is King.

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Main differentiating factor between old SEO and
SMI is the transition away from optimising
content for search engines towards optimising it
for people. That means creating quality content
that will inform and entertain consumers, while
also being search integrated and on
message. This means people like to educate
themselves before making online purchases. This
is a key factor in why SMI will be vital in any
future search marketing strategy.
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• Google receives over 2 million search queries
  every minute.
• Facebook users share just under 700,000 pieces
  of content per minute.
• Brands and organisations on Facebook receive
  approximately 34,722 "likes" every minute.
• Twitter handles more search queries per month
  than Bing and Yahoo combined.
• The Google 1 button is used more than 5 billion
  times per day.
• Google adds approximately 625,000 new users
  every day.

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Over the last few years a number of different
factors have changed the way the Internet works.
Old marketing techniques are irrelevant.
Successful SMI requires the full integration of
your whole company.
Creating value through multiple online mediums
and having it direct back to your website.
Social Media and SEO are becoming more Social
media and SEO are also becoming more entangled.
Familiarity biases behaviour.
Video is now one of the most influential factors
in Search Engine Marketing.
Blogging is one of the best ways to implement an
SMI content strategy.
Your organic and paid campaigns should be closely
integrated.
Content is at the heart of any online marketing
strategy. Without quality content, you cant
execute a good social media campaign, a PPC
campaign, an email newsletter campaign, or an SMI
campaign.
The main differentiating factor between old SEO
and SMI is the transition away from optimizing
content for search engines towards optimizing it
for people.
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• Search marketing integration is about so much
  more than simply allowing for crossovers
• between the various digital marketing
  disciplines.
• No two organisations are the same so you need to
  look at your company and your companies online
  marketing as a whole and see how the SMI model
  can be adopted.
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• The bottom line of every marketing campaign is
  to increase conversions/revenue.
• In order to achieve this you need to increase
  Your authority and trust, so people feel
  comfortable Completing a conversion.
• Adopting Search Marketing Integration helps
  achieve this objective.

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