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TOP SOCIAL TACTICS FOR THE SEARCH MARKETER CHECKLIST A Checklist to Integrate Search & Socialby Lisa Williams, Lisa Buyer, Ric Dragon and Jen Lopez
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TOP SOCIAL TACTICS FOR THE SEARCH MARKETER CHECKLIST A Checklist to Integrate Search & Socialby Lisa Williams, Lisa Buyer, Ric Dragon and Jen Lopez
BLOG/ARTICLE OPTIMIZATION CHECKLIST
Keyword Research Identify 1–3 relevant keywords Filename / URL Limit to 255 charactersUse lowercase characters onlySeparate words with a single dashInclude, at a minimum, one of the keywords
selected that best describes the page Do not include special characters
CONTENTDedicate each page to a single topicWrite unique, non-duplicative content250 words minimum Use each keyword twice (exactly as written) and its
synonym once Try to use at least one keyword within the first sentenceConclude with a clear call to action
LINKINGLink at least two times within the copy to similarly
themed pages on the siteDo not link to other pages with target keywords
from the current pageAnchor text should describe the page to which you
are referring
TAGSPage TitleInclude a unique title tag on all pagesLimit to 70 charactersAdd descriptive keywords in the beginning of the
title tag
META DESCRIPTIONInclude a unique meta description Limit to 155 charactersInclude target keywords once when possibleInclude a call to action at the beginning or end
META KEYWORDSInclude each keyword for which the page is
optimized Limit to the 3 selected keyword phrases, separated
by commas
HEADINGSH1 must fully describe the page’s contentInclude a single, unique H1Use target keywords in headings when possibleDo not repeat keywords in headingsHeadings should be implemented in semantically
correct, outline form
CHANNEL INTEGRATION CHECKLIST
Inventory/auditPersonas/segmentation identificationContent mapDefine gapsChannel integration planChannel segmentation grid
AUTHORING & AUTHORSHIP CHECKLIST
Topic/theme focus Google+ Profile CompletionTaglineDescriptionDocumented strategyDefine circlesGive something back to the community
INFLUENCER IDENTIFICATION CHECKLIST
Topic/theme focusIdentify top influencersDefine outreach planTrack outreachTrack increaes in reach from influencers
CONTENT, SEARCH & SOCIAL MEASUREMENT
Creation & consumptionMissed & captured market shareIdentify & track macro outcomesDefine compound measurement
SEO influence Endorsement (linking, sharing, liking)Cost savingsLead quality
How to Optimize, Socialize and Publicize Your Brand’s News
by Lisa Buyer
TODAY’S MEDIA RELATIONSWhat’s In:
Mingle and pitch media on social news networksSharing third party contentVisual storytelling that is mobile friendlyGoogle+ Hangouts with the media, customers and prospectsTwitter Chats
What’s Out:Dated newsrooms showing old newsPress releases without imagesPress releases for SEOSharing buttons not brandedBlogs without real authors
TODAY’S NEWS RELEASESPR Do’s:
Break news in tweetsCreate visual PR with a headlineExclusive news via Google CircleSocial, paid and blog versionsBrands act like publishers
PR Don'ts:Post it as a PDFPublish it and forget itText onlySame content on all channelsForget to put media contact
Brand Newsrooms Top 20 Features
Make sure your brand’s online newsroom has these features that journalists and customers request and expect when they visit your website.Search PR ContactsNews ReleasesEmail AlertsPhotos Breaking NewsCrisis Communications
BRAND NEWSROOMS TOP 20 FEATURES
Company Background HistoryInformation/Interview RequestsExecutive Bios/SMEsEvent CalendarsAccess to Product InformationAccess to Financial InformationLinks Social Media SitesAccess to VideoRegister for Media CredentialsAccess News Coverage From Other OutletsMobile-friendly newsroom - Use Wireless to Access NewsURL that is Easy to RememberRSS Feeds
MEASURING CHECKLISTUse Google Social ReportingSocial Network ReferralsSet up Conversion TrackingCheck Conversion PathsMonitor Email Address Sign up
KPI & ROI CHECKLISTLead generationRelationship buildingCredibilityMedia coverage
SOCIAL KPIS CHECKLISTConversation RateAmplification RateApplause RateEconomic Value
Social Meta Tags for the Search Marketerby Jennifer Lopez
SEARCH & SOCIAL META TAGS
SEOs Focus: Title Tag & Meta descriptionExample SERP & how they’re usedKeywords
Social uses the same title/descriptionExample FB post using defaultsExample Pinterest post using defaultsBut Social != Search - so how can you make them
different?
OPEN GRAPHMake your Social sharing more enticingOG Examples - FB & G+OG CodeFacebook Debugger
TWITTER CARDS
What different cards look like (images and sizing)
Twitter card codeHow to add your siteTwitter card analytics (new!)Twitter card testerPinterest Enhanced PinsRecipe example
CODE & TYPES
Authorship!ExamplesDifferencesCodeAuthorship checker
Deep Web & Relevance Checklistby Ric Dragon
FIGURE OUT YOUR GAMEDevelop a social media marketing modal mixFind the way that your content can mean
somethingBrand maintenanceCommunityInfluencersThought leadership