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Arnie Kuenn shows you how to conduct research using tools such as question and answer sites to find out what your audience is searching for and create content that will meet their needs.
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Vertical Measures
Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@ArnieK
The Convergence of Search, Social & Content Marketing
About Your Presenter…
Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@ArnieK
• President of Vertical Measures - Offering SEO, Link Building, Social Media & Content Development Services
• Instructor for the Content Marketing Institute & Online Marketing Institute
• Author of Accelerate! Move Your Business Forward Through the Convergence of Search, Social and Content Marketing
Available on Amazon
Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@ArnieK
Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@ArnieK
When someone types a keyword phrase into the search box, there are only two possible outcomes:– They will find you.– They will find your competitor.
Why Focus on Search?
Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@ArnieK
• 93% of all buyers online or in stores use search prior to making a purchase
• 86% of searchers conduct non-branded queries.
• 94% of buyers click on organic links versus 6% on paid links for branded queries.
Sources: GroupM, Did-it, Enquiro, and Eyetools.
Universal Search Results
Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@ArnieK
61% of all search results
Start With Keyword Research
Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@ArnieK
• Keyword research should be the foundation
• What keyword phrases do your customers use? (Analytics)
• Use tools like….
Soovle.com
Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@ArnieK
Ubersuggest.org
Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@ArnieK
Google Adwords Keyword Tool
Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@ArnieK
Question & Answer Sites
1618 results
Then Do Online Market Research
Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@ArnieK
Trending Topics
Check Voting Sites
Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@ArnieK
Google’s Discussions in Search
Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@ArnieK
What Works For Your Competitors?
Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@ArnieK
Determine Types of Content to Create
Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@ArnieK
Content Ideas in a Spreadsheet
Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@ArnieK
Put Together A Calendar
Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@ArnieK
• Who is your audience and who are you?• What is different a year from now?• Where do you plan to publish your content?• Create a calendar and commit to it!
Long Tail is the Key!
Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@ArnieK
Success Like This…
Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@ArnieK
Thank You!
Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@ArnieK
PAID FOR BY THE COALITION FOR BETTER WEB CONTENT
APPROVED BY ARNIE KUENN
Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@ArnieK
More Traffic. More Leads. More Business.
Contact: 888-476-1881 www.VerticalMeasures.com
