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Branding, Social Media and SEO. This presentation talks about their importance for business and how they work together in marketing communications. What makes a strong brand? Where do businesses need to be online? Website, Blog, Twitter, Facebook, YouTube, LinkedIn, SlideShare, Flickr, Delicious: these are a few of the most notable and important online channels.We cover other places you should be, like business directories and industry and association listings. Social Media Marketing. We talk about a seminal work known as the Cluetrain Manifesto: "Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed." Social Media Marketing 101: broadcasting vs. conversation. Social media analytics and management - do they really exist?Search Engine Optimization. What is SEO? Branding, consistency, research, analysis. What are the most important Search Engine Ranking Factors? We list the Top 5 from SEOmoz.org - the essentials - almost all about inbound links. Plus other important ranking factors.Social media is a great way to create new inbound links. It's an increasingly important part of any good search engine optimization strategy.
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Branding, Social Media, and Search Engine Optimization
Mark McLarenMcBuzz Communications
www.mcbuzz.com @mcbuzz
What Makes a Strong Brand?
• Identity
What Makes a Strong Brand?
• Identity• Image
What Makes a Strong Brand?
• Identity• Image• Design
What Makes a Strong Brand?
• Identity• Image• Design• Recognition
What Makes a Strong Brand?
• Identity• Image• Design• Recognition• Reputation
What Makes a Strong Brand?
• Identity• Image• Design• Recognition• Reputation• Equity
Fundamental to a Strong BrandConsistency
Where is Your Brand?
Where do people interact with your brand?
Online Presence
Where do businesses need to be online?
Online Presence
• Twitter• Facebook• YouTube• LinkedIn• SlideShare• Flickr• Delicious
• Website• Blog• Blogger?• WordPress.com?• Subdomain/Subdirectory?
• Specialized Sites & Directories
Online Presence
Directories• dmoz• Google (from dmoz)• Yahoo! Directory• YellowPages.com• WhitePages.com … and others
Online Presence
More Opportunities• Industry Organization and Association Sites• Chambers of Commerce Sites• Government Sites• Education Sites
Online Presence
Local Business Listings• Google Local Business Center• Yahoo! Local Listings• MSN / Live / Bing Local Listing CenterRating Sites• Yelp• Avvo
Online Presence
Event Sites• Eventbrite• Upcoming• Local Event Listing Sites• Neighborhood Blogs
Online Presence
Wild Cards• Wikipedia (nice if you can get it)• Digg• Reddit• StubleUpon• FriendFeed• Google Account Profile
Online Presence
Creativity & Freshnessvs.
Industrial-strength Branding & Consistency
Social Media Marketing
• Cluetrain Manifesto• Mass production, mass media• Broadcast message vs. conversation
Social Media Marketing 101
• Pick a channel(Your customers’ favorite, and yours)
• Do something creative• Get good at it
Social Media Marketing 101
• Networking sites are for fun, not businessTrue?
• Blogs• Websites
Social Media Marketing 101
Facebook App vs. Facebook Fan Page
Social Media Marketing 101
• Pages, profiles, participation
Social Media Marketing 101
• Pages, profiles, participation• Be present
Social Media Marketing 101
• Pages, profiles, participation• Be present• Be consistent
• Pages, profiles, participation• Be present• Be consistent• Offer something people
want (more than a carrot)
Social Media Marketing 101
• Pages, profiles, participation• Be present• Be consistent• Offer something people
want (more than a carrot)• Make it easy to share
Social Media Marketing 101
• Tools - Listening? Monitoring?http://wiki.kenburbary.com
Social Media Marketing 101
• Tools - Listening? Monitoring?http://wiki.kenburbary.com
• Integration http://www.tweetdeck.com
Social Media Marketing 101
• Tools - Listening? Monitoring?http://wiki.kenburbary.com
• Integration http://www.tweetdeck.com
• Real-time analytics, real-time searchhttp://optify.net
Social Media Marketing 101
• Tools - Listening? Monitoring?http://wiki.kenburbary.com
• Integration http://www.tweetdeck.com
• Real-time analytics, real-time searchhttp://optify.net
• Analytics Tools – The ROI has no clothes?
Social Media Marketing 101
Social Media Marketing 101
Social Media Marketing 101
Search Engine Optimization
Good SEO is about:• Branding
Search Engine Optimization
Good SEO is about:• Branding• Consistency
Search Engine Optimization
Good SEO is about:• Branding• Consistency• Research
Search Engine Optimization
Good SEO is about:• Branding• Consistency• Research• Analysis
Search Engine Optimization
Good SEO is about:• Branding• Consistency• Research• AnalysisIt’s not a mystery.
Search Engine Ranking Factors
Top Five
Search Engine Ranking Factors
Top Five1. Anchor Text from Inbound Links
Anchor text looks like this …more info click here.
The HTML looks like this:…more info <a href=“example.html”>click here</a>.
Search Engine Ranking Factors
Top Five1. Anchor Text from Inbound Links2. Quantity and Quality of Inbound Links
Search Engine Ranking Factors
Top Five1. Anchor Text from Inbound Links2. Quantity and Quality of Inbound Links3. Diversity of Sources of Inbound Links
Search Engine Ranking Factors
Top Five1. Anchor Text from Inbound Links2. Quantity and Quality of Inbound Links3. Diversity of Sources of Inbound Links4. Keywords in the Page Title
The page title
Search Engine Ranking Factors
Top Five1. Anchor Text from Inbound Links2. Quantity and Quality of Inbound Links3. Diversity of Sources of Inbound Links4. Keywords in the Page Title5. Trustworthiness of the Domain Based on
Inbound Links
Search Engine Ranking Factors
Site Content1. Keyword strategy / keyword theme2. No duplicate content3. Visible factors – text, h1, bullets, em, alt, title4. Meta factors5. Freshness
Search Engine Ranking Factors
Additional Factors• Age of domain• Site structure and
internal links• Clean HTML• No broken links
• Keywords in domain• Keywords in URL• Server downtime• Page load time• Directory listings
Search Engine Optimization
Tools• Google Analytics• Google Webmaster
Tools• Webtrends• Omniture
• SEOmoz• Hubspot• Optify• Digital Point
Desirable: Real-Time & Social Media Integration
Branding, Social Media, and Search Engine Optimization
Mark McLarenMcBuzz Communications
www.mcbuzz.com @mcbuzz
Thank you!
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