SEARCH MARKETING EVOLVED

® Searchmetrics GmbH 2011

How social media is impacting SEO marketing and how you measure the results

By:

Kevin Thiele, UK Sales DirectorSearchmetrics

How social media is impacting SEO marketing and how you measure the results

About Searchmetrics

 

• Established 2007

• 100 Staff in Berlin, London, New York

• Pioneered next generation Search Analytics in 2008

• Developer of Searchmetrics Suite and Searchmetrics Essentials

• Enterprise Grade German Engineering

• Impressive references, e.g.

How social media is impacting SEO marketing and how you measure the results

Effects of Social Media on SEO

Direct: Not yet. Search Engines cannot crawl closed social networks

Indirect: Yes – Social Media Marketing leads to higher visibility higher traffic more links better rankingsVisibility:

Within popular Social Networks (Facebook, Twitter, YouTube or at Digg, Stumbleupon)

Your “Public Profile” may appear on brand / product search engine results pages

Coroporate Blogs in SERPSUniversal Search Integration

How social media is impacting SEO marketing and how you measure the results

Effects of Social Media on SEO

More Traffic:Universal Search

Live SearchBlog SearchVideo Search etc.

How social media is impacting SEO marketing and how you measure the results

Where to invest - SEO or SEM?

How social media is impacting SEO marketing and how you measure the results

Effects of Social Media on SEO

Types of SearchBrand searches (e.g. Apple)Product name Searches (e.g. Apple ipod) Campaign Searches (e.g. win free Apple ipod)Brand + Product Searches (e.g. Apple mp3 player)

LinksBe visible where people may blog / write about you: People who

write about your brand, product or campaign may link to youSocial Media Campaign can be designed for link bait or trust bait Corporate Blogs more likely to be linked to than personal Blogs

How social media is impacting SEO marketing and how you measure the results

Visibility on Search Engine Results Pages

“Public Profile” in SERPSBing.com: Barack Obama Facebook (7th organic

position)MySpace, Linkedin, Bebo, Friends ReunitedUse a Youtube Channel or Twitter ProfileYou can link to your profiles to “own” the SERP related to

your brand Live Search Integration

Realtime Results on Universal Search Websites (Results from Twitter, Facebook etc.)

Video Search Integration

How social media is impacting SEO marketing and how you measure the results

How1 to measure the results from SEO?

Depends on the goals of the Social Media Campaign:Marketing / Reputation

Brand searches / brand trafficOnline Reputation AnalysisUser generated Content on your website (do you

have social media elements on your website? Do you already pursue a SMO strategy?)

Identify the 3 or 4 keywords that are most importantLink Bait / Trust Bait:

Amount of new links (from authorities)Better RankingsMore Traffic

How social media is impacting SEO marketing and how you measure the results

How to measure the results from SEO?

Volume of TrafficCampaign KeywordsBrand KeywordsProduct Keywords Traffic via Social Networks

Value of TrafficCPO / CPL SEO Traffic vs. CPO / CPL Social Media TrafficCPO / CPL SEO Traffic (before Social Media Campaign) vs. CPO / CPL SEO Traffic (after Social Media Campaign) More Good Quality Traffic = More Business

How social media is impacting SEO marketing and how you measure the results

How to measure the results from SEO?

• Use Web Analytics for Traffic Evaluation • Use Search Analytics for SEO and Social Media:

• Campaign Planning• Campaign Monitoring• Campaign Analysis• Campaign Optimization

How social media is impacting SEO marketing and how you measure the results

How to measure the impact on SEO?

• Successful Social Media Marketing leads to higher visibility within Social Networks.

• You increase your marketing reach to people who:• Might write about you• Might link to you• Might search for you

• You increase your brand reputation and the amount of links. This leads to higher visibilty.

• But: more revenue through a higher visibility and improved rankings? Compare historical CPOs and the channels‘ CPOs

How social media is impacting SEO marketing and how you measure the results

Search Analytics – helping people to find us.

• Identify keywords and hot topics, Backlink analysis to find "by chance" links from social media – drill in and expand

• Your search analytics tool should provide:• Backlink Analysis: identify and analyze your backlinks

and those of your competitors• Keyword Analysis: which are relevant Keywords for Links

and Campaigns?• Market Analysis: which are my competitors? What are

they doing and how are they doing it?• Domain Analysis: which are relevant websites or

networks? Where is traffic and trust (regarding potential backlinks)?

• Monitoring Tool: monitor rankings, visibility, traffic (API to Web Analytics), backlinks etc...

How social media is impacting SEO marketing and how you measure the results

Summary

Identify your goals for the SMO planDevelop good content your readers think is

interestingProvide clear structure and appearanceBuild sensible internal linkingBuild strong links from outsideMeasure volume and valueRemember Universal SearchOptimize frequent and relevant search terms

How social media is impacting SEO marketing and how you measure the results

Kevin Thiele

Email: k.thiele@searchmetrics.com

Phone: +441344 393 056

www.searchmetrics.com