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Search engine optimization and social media marketing converge for one holistic digital strategy that will work for your brand.
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The Convergence of
Search and Social
STANDING DOG INTERACTIVE
Mike Wylie – CEO - @MikeWylie
Christopher Miller – VP, Client Services - @TophMiller2
About Standing Dog
History
Founded in 2005
Based in Dallas, TX
Office in Houston, TX
Over 50 employees strong
Recognition/Clients
Three consecutive Inc. 5000
appearances
Clients include Marriott Hotels and
Resorts, Omni Hotels and Resorts,
CafePress, Allie Beth Allman, Greystar
Real Estate Management, Knox Dallas,
Medical & Surgical Center of Irving
Digital Strategy
A digital strategy is a plan to accomplish and
execute an organization's vision, initiatives,
goals and opportunities with the benefit of
digital tools, technology and marketing.
A Digital Strategy should be a living document.
The marriage
of search and
social is
causing a
major
strategic shift.
Search
Engine
Optimization
+
Social
Media
Optimization
SEO
SMO
Soon, more of
your customers
will be
performing
searches on a
mobile device
rather than a
desktop.
What’s on the
Agenda?
► History of Search & Social
► Google Changes the Game
► What Does it Mean?
► Local and Personal Search
► Google Authorship
► Facebook and Bing
► Content
► Social Signals
► Key Takeaways
Search In The Beginning
Social Media
…But Microsoft / Bing Share Will Grow
Google Remains on Top
66.70%
17.40%
11.90%
2.70% 1.30%
Microsoft
Yahoo!
Ask Network
AOL, Inc
Changes
Everything
The Panda Update
Devalues Low Quality
Websites
Increases Visibility for
Websites with:
Quality Content
Strong Design
User Trust
Stickiness
Speed
Changes
Everything
The Penguin Update
Devalues Websites with
Spammy Links
Penalizes Websites with
Keyword-Stuffed Links
Penalizes Websites that Pay
for Links
Defined How Advertorials
and Press Releases Should
be Done
Local and
Personalized
Search-Google
Search Results are
Personalized and Geared
Toward the User
• Search Engines Are Now
Gearing Results Toward the User
• The More Personalized the
Results, the More Likely the Click
• Google+• Google+ Authorship
• Google+ Business
• Google+ Local
• Obtain Local Citations• Consistent NAP Data
• Claim Directory Listings
Local and
Personalized
Search-Google
Google+
Google+ Authorship
Google+ Business
Google+ Local
Obtain Local Citations
Consistent NAP Data
Claim Directory Listings
Google+ isn’t just a social network. It is a way to
validate and understand relationships and establish
identity on the Web across all Google products.
Authorship
Allows Authors to
Personalize Content
Ties All Content to Google
Authorship Profile
Image and Name Next to
Search Results, which
Increases Click-Through
Rate
Local and
Personalized
Search - Bing
Bing Results Tied into Facebook
Four Paid-Search Results Dominate the Search Real Estate
Bing Local Takes Up Second Most Real Estate
Only Two Traditional Organic Listings Above the Fold
Local and
Personalized
Search - Bing
See What Friends Have “Liked” Directly in Your Search Results
Allows Direct Posting to Facebook from Search Results
Below the Fold Includes:
“From Social Networks” with Twitter Integration from Local Authors and Relevant Twitter Accounts
• Takes Personalized Results to the
Next Level
• Search Results Based on Friends’
Activities and “Likes”
• Not Intended to Be a Series of
Links Off of the Website
Graph Search
Takes Personalized Results
to the Next Level
Search Results Based on
Friends’ Activities and
“Likes”
Not Intended to Be a
Series of Links Off of the
Website
What Does It Mean?
Content is Still King
Search Engines Feed on Fresh Content
Quality Content is Shareable Content
Our Client Used 2013 to Create
Content and Increased Pageviews
92%, Time on Site Increased 28% and
Bounce Rate Decreased 18%
Content Promotion
The Facebook Power Editor
The Most Powerful Way to Target Your
Audience
Get Extremely Precise Targeting to Users Who Actually Match Up with Your Business Needs
Custom Audiences Allow Businesses to Upload Their Customer Database and Create Look-Alike Audiences to Target
Promote Fresh Content to Bring
Qualified Visitors to Your Post
Using Social Signals
Using Social Signals
By Integrating Quality Website Content and Social Media, Our Client Has:
Increased Social Referral Visits by 120%
Social Now Accounts for 5% of Total Traffic (1% in 2012)
Social Referrals are Now Routinely in the Conversion Funnel
Gained Thousands of Links from Pinterest, Shares on Facebook and Retweets on Twitter
Quickly Turned Attention to Google +1s as Platform Evolves
It Twerked –
Mentions and
Citations
The More Mentions a Website gets the More Worthy It Is
Consider What Twerking on MTV Could Do for Your Brand
► Top of Google’s Hot Searches
► Added 100,000 Instagram Followers
► Added 50,000 Facebook Followers
► 300,000 Twitter Mentions/Minute
► (2nd Most All time After the 2012 Election at 327,452 per minute)
► Coincidentally, Miley Cyrus’ 2nd
Single Dropped the Next Day
Key Takeaways
Evaluate Who is Linking to You and Who You are Linking to From Your Website
Only the Good Inbound Links Survive
Nofollow Links from Your Website
Build Local Reviews and Citations
Use Google +, Bing Local, Yelp, Local Directories
Make Sure Your Website has a Consistent Company Name, Local Phone Number and Local Address
Get to know your Customers
Build Relationships on Facebook, Google+, Twitter, etc. and Drive Users Back to Your Website
Begin Developing and Sharing Your Content
Publish Quality Content that Connects to Your Audience
Most Importantly, Develop a Holistic Digital Strategy
