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Social Media & Search Engines Presentation by Xavier Buck 17.03.2011 How did/do Search Engines influence my businesses and how do I influence them. Today we will cover • Social Media – Stats & Trends – Key Players – Benefits, Risks & How to • Drive Traffic to your Website – Search engines, PPC Ads, Organic Indexation • SEO abc, Domain, Backlinks, – Affiliate – Social Media The big three Unique Visitors to social media sites Video on Facebook Stats Social Media & Search Engines Presentation by Xavier Buck 17.03.2011 Twitter (max 140 characters messages) Like Button on website Business Benefits • Cost effective web updates • Greater control of your web content • Boosted organic Google listings • Cost reduction on printed materials • Strengthens networked connections • Collaborative knowledge sharing What can it do? • Greater access marketing materials • Greater reach marketing materials • Facilitates word of mouth sharing • Enables viral sharing • Increases repeat business Should you & what are the Risks • Not enough followers / friends harm your brand • Globalisation of information moving faster than you can. • Uncontrolled and inappropriate pro-active posts (Chose your advocates carefully) • Inefficient reactive posts • Inability to identify and react to key stakeholders Where to start? Listen - Google Alerts - Tweetdeck - RSS - Create a process - Follow through Drive Traffic to your site… Traffic Pay Per Click the fastest, most measurable way to drive traffic to your website Paid Search “PPC” Top and Right Paid Search “PPC” focus on conversions 72% of People prefer to click on the ‘free’ or ‘natural’ search results Search Engine Optimization “SEO” The ABC’s of SEO A = Architecture Clean code, internal links, add a ‘site map’ B = Backlinks 60,352 Links TO the site Ron Jackson Lists = great ‘Link Bait’ a reason for people to link to your site C = Content Keyword Research Google, Word Tracker or Keyword Discovery Search Engine Optimize pages on your site. Add Keyword Phrases to First Paragraph, Middle and End Add Meta Tags: Title, Description, H1, Alt Tag (‘view source’ reveals code) SEMRush.com Measures Search Success Terms listed on the first 2 pages of Google SEO “Affiliate Marketing” affiliates send traffic to your site as a virtual sales force Amazon ‘affiliate’ code “Affiliate” Marketing Solutions SEO Banner Advertising and eMail Banner Advertising (Test this through Google AdSense) eMail Marketing Groupon.com is a huge success SEO Social Media Facebook ‘Fan Pages’ business profiles. Also come up in Google search results. Protect your Facebook ‘Domains’ Dolphin Encounters fan page is at www.Facebook.com/DolphinEncounters Facebook Advertising It is simple to set up Facebook Advertising Target by demographics and ‘likes’. Go from 500 Million to precise target Test different ads .043% .021% .039% Twitter.com/DellOutlet has sold millions of dollars of refurbished computer goods YouTube is the #3 Website and #2 Search Engine! Blendtec has had 100 Million video views! AskTheBuilder.com’s Tim Carter has used YouTube search results to drive traffic! Conclusion on How to Benefit from Search Engines and Social Media • Build it , by thinking in Keyword •Domain Name •Content •Backlinks • Drive traffic (Search, Affiliate, Social) • Create a ‘relationship’ •RSS, Social Media, Facebook Likes Tip: Domain Name & Backlinks Keyword Domain Name (analyze what people search for and get the domain) Backlink Structure (use your industry keywords in Backlinks) Tip: Tools Find out how people search! https://adwords.google.com/select/KeywordToolExternal http://SEMRUSH.com See if domain available (primary or secondary market) http://Domaintools.com http://sedo.com Check your international Google ranking via http://SEMRUSH.com Tip: Books Rework (author: Jason Fried & David Heinemeier Hansson) Marketing in the Age of Google (Vanessa Fox) “ Don't add technology to the way you do things; Change the way you do things when you see what the technology can do. ” Thank you Presentation available under: http://bit.ly/xbuck17 Xavier Buck [email protected] xavierbuck.com