Published on November 5, 2013
The Future of SEO in a Social Content World @LeeOdden -‐ @TopRank TopRankMarke1ng.com Image: Shu;erstock
@leeodden #omweek Integrated: Content Search Social PR 1.2 Million Words TopRankBlog.com #1 Content Marke1ng Blog 3x
@leeodden #omweek SEO is More Than Keywords & Links Change is Constant SEO’s Adapt
@leeodden #omweek Successful SEO is Art + Science Why?
@leeodden #omweek 90% of all data in the world has been created in the last 2 years. IBM: “Understanding Big Data” 10B Internet connected devices NOW Source; ABI Research Image: Shutterstock ©2013 WhitePaperSource Publishing• Do NOT distribute
@leeodden #omweek Ubiquitous Connectivity Create Consume Publish Interact Transact
@leeodden #omweek Ubiquitous Interconnectivity Image: Duane Forrester, Bing
@leeodden #omweek How Can We Possibly Optimize That? It’s Time for A Shi8 in Thinking That Shi8 Has Already Been Underway for Years
@leeodden #omweek Facts Tell, Stories Sell
@leeodden #omweek In 1997 I began selling/making websites Customers asked, where’s the traffic? Image Credit: wallsdekstop Started on a SEO journey
@leeodden #omweek In 2001 Our PR agency was born We optimized to attract new business & journalists, employees, customers TopRankBlog.com Started 2003 Image: Shu;erstock
Pontification gave way to answering customer questions 2005: social bookmarks then Flickr, Facebook, LinkedIn, Twitter, YouTube Google Universal SERPs included more digital assets
@leeodden #omweek The seeds of search, social media and content as tactics were planted. And then this happened…
@leeodden Hey Facebook & Twi;er, any sugges1ons for kid-‐friendly things to do in New York? Bronx Zoo FAO Schwartz Metropolitan Museum of Art Yankees Game Subway Helicopter Ride over Manha;an #omweek
@leeodden #omweek It Worked! Experience Achieved And Shared
@leeodden Customer Journey Madrid #omweek
@leeodden #omweek Social Discovery – Search Validates
@leeodden #omweek Information Journey - Spain Discover Global: 191% of online adults use search engines to ﬁnd informa1on on the web Spain: 150% on social networks 191% of 18-‐29 Top socnets: Facebook, Tuen1, Twi;er Consume Spain: 5100% own mobile phone 586% laptop -‐ 523% tablet 464% of mobile users access social networks via phone 543% tablet owners access social networks daily 352% of all internet users in Spain visited a travel site in May 2013 Act Spain: 240% of travelers are inﬂuenced by travel content on social networks 250% of travelers actually base their planning on other people Travel > Tablet & Mobile Op1mized > Social & UGC 1. Pew Global Internet 2012 2. ETC Digital Portal 2013 3. comScore via eMarketer 2013 4. comScore MobiLens 5. eMarketer
@leeodden #omweek Op1mize the Customer Journey PPC Newsle;er Social Ads Email Media consideration Word of Mouth PR Social Networks Blog Online Ads awareness Community Forum Reviews Website purchase Direct Mail Email Store Blog retention FAQ Knowledge Base Ecommerce Radio TV Print PR Social Search advocacy Promo1ons
@leeodden #omweek BIG Changes in Search
@leeodden #omweek Optimization is Alive Topics Content Media Customer ACract Engage Convert Share Interact Conversion Community
@leeodden #omweek What’s the Shift? Stop Lelng Tac1cs Determine Your Strategy Start Focusing More on Crea1ng Relevant, Findable and Shareable Content Experiences
@leeodden #omweek Solve for Customers Across Lifecycle awareness interest Hey Facebook, I need a vacation! Great suggestions, I’ll check them out (Googles vacay spots) consideration purchase Thanks for the tip @TwitterVacations Provide resources easy to share Monitor & engage Hey Facebook, I’m trying to decide, BeachesRUs or SkyHighSki Grow community Consistent experience Look at that, an ad for BeachesRUs. There’s some interesting reviews here, nice photos & videos (tweets link) advocacy Incentivize sharing Curate shares Booked! I’m going to the beach! (Update & Tweets) Recognize advocates
@leeodden #omweek I Wrote A Book About It
@leeodden #omweek Optimized Planning: What & Why 1. View Search, Social & Content from 360 Degrees -‐-‐ Holis1cally 2. Op1mize Everywhere: Marke1ng & PR, B2B or B2C, SME or LE 3. Research, Audit & Listen 4. Set Goals, Create a Roadmap
@leeodden #omweek Optimized Implementation: How Audience & Personas Keyword & Topic Research Content Plan CreaSon & CuraSon Content OpSmizaSon Social Networking PromoSon Measure & Reﬁne
@leeodden #omweek Where Does SEO Fit in the Mix?
@leeodden #omweek Blog Posts Tips & Examples eBook Website Category Email Newsle;ers Industry Media Coverage Press Releases Prospect Brand Networking Guide to B2B Social Social Networking Community Exper1se (Topic -‐ Keyword) Contributed Ar1cles Guest Posts Topical Survey “2013 Topic XYZ Survey” SEO Co-‐Created Visual eBook w/ Conferences Oﬀ Site Commen1ng Topical Resource Lists Speaking at Conferences
@leeodden #omweek What is Content Marketing? “Content Marketing is the planning, creation, and ampliﬁcation of brand and customer focused narratives that drive measurable business outcomes. Image: Shu;erstock
@leeodden #omweek Content Marketing Maturity Model Stasis Focus: status quo Sta1c Few resources Ini1al experiments Brand centric Production Focus: quan1ty Strategy Process Crea1on “More is Be;er” SEO centric Utility Focus: quality Func1onal, useful Customer focused Reﬁned process Social centric Storytelling Monetization Focus: experience Seek to dominate USP Brand leadership Op1mized buy cycle Integra1on Mul1 & Omni Channel Focus: ecosystem Marke1ng ROI Content Publishing ROI Syndica1on ROI Services ROI Scale
@leeodden #omweek Owned Media Earned Media Paid Media Shared Media
@leeodden #omweek Storytelling: Omni-‐Channel, Transmedia Source: Gary Hayes
@leeodden #omweek Integrated MarkeSng means your brand is the best answer when & where buyers need it.
@leeodden #omweek Customer Optimization Discover Search Keywords Social Topics Advertising Publications Events Word of Mouth Consume Text, Images, Audio, Video Mobile, Tablet, Computer Formal, Funny, Long, Short Act Social Share Engage Subscribe Register Inquire Buy
@leeodden #omweek Path to Purchase B2B Retail Source: Google Analy1cs, Q4 2012 Source: Google Customer Journey to Online Purchase
@leeodden #omweek Action: Plan, Create, Optimize Who are you writing for? Preferences Pain Points Behaviors awareness What do they care about? Search & Social Data Sources consideration What stories will connect you? Editorial Calendar, Repurpose purchase retention Make it easy to find & share Social & SEO Networking, PR, Linking advocacy
@leeodden #omweek Optimize For Customers Maria: Tech Savvy Mom Buying Cycle Keywords Social Topics Awareness housekeeping 1ps Time Saving Housekeeping, Nap1me Cleaning Blog post, ar1cles in relevant magazines Interest robot cleaners, automa1c cleaning What types of automated cleaners are there? Demonstra1on video ConsideraSon robot cleaner reviews What are the best robot cleaners? Product feature/beneﬁt list. Comparison to compe1tors Purchase robot , Zrobot how to buy, Zrobot prices Where can I buy a Zrobot? Store locator, geo-‐speciﬁc store pages, FB fan pages RetenSon Zrobot cleaning 1ps How to get more uses from your Zrobot Blog posts, guest posts, video Advocacy Zrobot fans, Zrobot accessories Zrobot mom user group Q and A, 1ps Facebook Fan page, Forum, Zrobot Newsle;er Maria Mom • • • • Customer Pain Points No 1me to clean 5 small children who spill and make messes Light colored carpet Cannot aﬀord a weekly maid Content Type
@leeodden #omweek Takeaways 1. Understand who your major customer segments are and how they buy – op1mize for discovery, consump1on, ac1on 2. Shi8 SEO focus to crea1ng content experiences that are easy to ﬁnd and share – op1mize performance 3. Find out the ques1ons customers have during the buying cycle and use them to inspire your content plan 4. OpSmized, Integrated markeSng is “being the best answer” where and when your customers need it
@leeodden Gracias! PresentaSon: h;p://slideshare.net/toprank Free Download h;p://tprk.us/cmsmarts13 #omweek Lee Odden firstname.lastname@example.org 952 400 0190 TopRankMarkeSng.com TopRankBlog.com Op1mizeBook.com
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