By publishing and then pulling content from social media, you
increase the number of brand searches and drive more traffic to
Once defined as the sum of all customer experiences, brand in
the age of social and search may be better described as the sum of
all experiences and conversations.
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Achieving search marketing results in 2012 requires more
strategic execution than ever before. And, assessing those results
requires more sophisticated reporting than just traffic and
rankings alone. Optimization - and integration - of search, social
media, and PR 2.0 channels is now essential for generating and
measuring the ultimate campaign outcome: targeted, right-fit
How best to calibrate social media investment (time, talent,
resources)? This diagram shows the basic social media building
blocks of success — underlying strategy in support of
frequency-minded posts (daily pulse), search-engine minded
injections (social signals) and longer-range, brand-sensitive
Any good search marketing campaign has a multi-pronged approach
to achieving top rankings. Blending such factors as site structure,
content relevance, and online press releases will influence your
site’s chances for success. Starting in 2011, engagement is a key
metric that can be measured by activity in the social networks and
how much time is spent by users on your site.
In the beginning being online and having a presence was enough.
Then search introduced a new way of organization of the content
found on the web. Today all sites must account for the way people
use the web to find what they are looking for.
Gap still wide between where marketers spend
their money and consumers spend their time.
Search Engine Marketing turns traditional advertising efforts
into online conversions and sales.
There are many ways known to gather information as to what is
working for your search marketing efforts. By classifying them into
easy to maintain categories, it's easier to take a methodical
approach to realizing your conversions.
Tapping into what already exists online such as photos on Flickr
and reviews on Yelp gives users a richer experience. From a search
perspective, this infographic illustrates how including all the
social media content on your site could also prompt other sites to
link to your site. This in turn will help drive up your rankings in
the search engines.
Once an SEO gets to a certain level of expertise, he or she can
typically select a list of key phrases and map out exactly what
steps are necessary to get those phrases ranked. This week's
infographic demonstrates what that equation for ranking success may
look like for a long-tail phrase.
Most likely, you've said it and heard it a thousand times. When
it comes to SEO, content is king. But, have you ever really thought
about how many touch points a well-written and well-optimized piece
of content encounters on the web? This week's infographic
demonstrates exactly how an optimized article can find its way to
your target audience.
The strategy behind the addition of articles to a website is
typically twofold: provide insightful information for current /
potential clients and create valuable content for search engines.
This week's infographic illustrates some simple tips for making
certain your articles have the best potential for being found both
by readers and search engines.
Getting your site ranked and persuading customers to click on
your search result are just the first two steps towards achieving
the end goal: getting the sale. This week's infographic details
some quick tips for turning that click into a conversion.
As the opportunities to reach customers grow with new
technology, so do touch points with your brand. When consistent
messaging is developed, remember that search is an important
component of that branding initiative. This week's infographic
shows how search fits into the customer influence line-up.
Linkbait comes in various forms that can be used in creative
ways to drive traffic to your site.
A lot of times paid and organic search campaign results can look
very different. Especially at launch, organic conversion cost will
seem much higher as rankings and, consequently, ROI take time to
surface. This week's infographic demonstrates how organic search
campaigns can show more cost-effective long-term performance.
A common misperception about search marketing is that it
consists only of on-page optimization. In reality, SEM touches
countless online channels with the ultimate goal of bringing
targeted traffic to a web site. This week's infographic illustrates
the number of channels that search marketing taps into - in
addition to search engines - to deliver the right people to your
Perhaps the greatest benefits of organic SEO are the unexpected
rankings a site can get by earning a top spot in the engines. This
week's infographic demonstrates how, through solid search
marketing, related phrases can get ranked without additional or
Organic optimization brings more than just results in the search
engines. This week's infographic illustrates the additional
benefits and return on investment that comes along with properly
optimizing a site and pursuing targeted keywords.
Don't make the mistake of thinking content that isn't html-based
can't be optimized. A PDF document gives SEOs one more chance at
ranking for targeted keywords. This week's infographic illustrates
some simple tips for optimizing PDFs.
A search engine marketing campaign isn't complete without
including some elements of social media. While engaging in social
media alone can provide impressive results, this week's infographic
illustrates how properly planned tactics can have a positive impact
on your search results.
Search marketing strategies for large ecommerce sites can, at
times, seem overwhelming, and important details can get lost in the
shuffle. This week's infographic provides a reminder of which page
elements shouldn't be overlooked in optimizing an ecommerce product
Search marketing campaigns for business-to-consumer websites
need to address the issues of trust in the brand name as well as
confidence in making a purchase. Third-party validation and "wisdom
of the crowds" mentality rule the day. This week's infographic
illustrates various pieces of content that can be created and
optimized in order to build B2C credibility.
Search marketing campaigns for business-to-business websites
can, at times, seem limited compared to business-to-consumer sites.
But, optimization is just as critical and options are just as
plentiful for a B2B site. This week's infographic illustrates
various pieces of content that can be created and optimized in
order to build B2B credibility.
Search engine results aren't realized simply from optimizing
your website anymore. Gaining an understanding of the multi-channel
nature of the Internet is key to successful online marketing
With so much effort that is focused on writing great content,
acquiring links and social networking, the search spiders are
sometimes overlooked. If a site can't get indexed, it can't get
ranked. This week's infographic displays some of the common ways
the spider can get trapped and unable to maneuver through your
When brand awareness is the goal, it's sometimes easy to
implement PPC as a "go to" for increasing awareness quickly and
effectively. But, paid search is just one part of a broader,
long-term brand awareness campaign. This week's infographic
explores how SEMs can utilize all facets of search to achieve
increased brand awareness.
With so much good content on the web, it's inevitable that the
same information will be displayed many times over. Whether it's a
blog post pointing to good statistics, an RSS feed pulled into a
complementary site, or blatantly copied material, duplicate content
can be an issue. This week's infographic shows how search engines
make distinctions between original and duplicate content.
Redirects always inspire questions. Which type should I use?
What will happen to all my links? Are they permanent or temporary?
This week's infographic illustrates the differences between 301 and
The Algorithm. If an SEO had a nickel for every time that phrase
was mentioned in a day. Over time we've become more comfortable
with the main triggers that affect search rankings. But, it's
leveraging the sum of all factors that can really give you an
advantage over the competition. This week's infographic explores
the lengthy list of both well proven and somewhat subjective
factors that go into a ranking algorithm.
Search engine optimization can extend far past domestic versions
of the major search engines. Some globally-focused companies want
increased visibility in country-specific search engines outside of
the U.S. market. This infographic illustrates some tips and best
practices associated with successful international
There are many aspects of the blogosphere that make it
attractive to search marketers: the sharing and distribution of
content, the potential for viral marketing and link bait, and the
associated linking opportunities. But, so much more goes into the
relationship we have with blog communities. This infographic
describes both the tangible and intangible benefits of engaging
with the blogosphere.
Not all links are created equal. Most search marketers already
know the answer. But, how do you differentiate between links to
figure out which ones are better than others? The above infographic
visualizes the various site and link components that combine to
form link juice.
There are many places and ways to get links to your site. While
some are easier than others, it takes time to earn quality links.
This infographic visualizes two link paths: one to the good
neighborhood and one to the bad.
Just like you choose to buy products from companies you trust,
search engines factor in levels of trust when determining which
websites to include in their search results. Whether it's an issue
of security, privacy, or just easily-accessible information, every
little bit helps when it comes to the search algorithm.
Although occasionally used on its own, paid search can be a
great complement to an organic optimization strategy. Research has
shown that having a presence in both natural and paid results
increases the overall likelihood of receiving a click. This
infographic breaks down some of the main ways in which PPC
advertisers can positively affect campaign click-through rates.
Search marketers know it's important to optimize company
websites in order to be found on search engines. But, customers'
trust can be grown through so many additional avenues. This
infographic demonstrates how various SEM tactics - in addition to
just SEO - allow buyers to find out about products, not only on
companies' websites but also on other popular sites throughout the
As SEOs we know that a little creative thinking goes a long way
in using social media sites to promote a business. In one way or
another, these collaborative communities provide endless
opportunities for viral and word-of-mouth marketing. This
infographic provides a handy snapshot of the top social media
sites, what purpose they were designed to serve, and what other
types of user interaction they support.
Many cases can be made for different types of effective
advertising. But what makes search engine marketing stand out from
the rest? This infographic demonstrates the mindset of the buyer
and their ability to easily convert while in the medium.
So much discussion in the SEO community today centers around
social media because of its potential to drive traffic, increase
awareness, and build links. The challenge of this new medium,
though, is to marry social media tactics with real business goals.
Here we explore some ways that a business can leverage specific
social sites to achieve departmental goals.
It's hard to dispute that the Long Tail is an important concept
in Search. A lot of times, though, we tend to think of the long
tail as being a B2C concept by relating it to specific product
names in ecommerce situations. But, it's just as relevant in the
B2B world. One-word phrases bring businesses up against a lot of
competition, but the benefit of increased traffic may outweigh the
expense of ranking. On the flip side, credibility-building site
assets like case studies can be optimized with longer-tail phrases
in order to boost the probability of conversion. Where does your
SEM campaign fit into the curve?
Having relevant keywords as the anchor text of a link is
extremely beneficial to an SEO campaign. Because search engines
depend on links as a sort of pathway around the Internet, anchor
text helps categorize what a destination page will be about as well
as what it may be relevant for in a search result.
When it comes to SEO, there are certain elements that need to be
in place for any newly-designed or updated website. Have 301
redirects been put into place? Is the robots.txt file authored to
allow adequate crawling? This infographic depicts a handy checklist
that will help get you through any new site launch or
With so many tactical options available to today's search
marketer, it can sometimes be difficult to determine which
approaches are best for achieving specific goals. Should press
releases be optimized for increased brand awareness? Or, will a PPC
campaign achieve better results?
Most Search Engine Marketers know how important inbound links
are to a successful search marketing campaign. After all, links are
widely considered to be the backbone of Google's ranking algorithm.
However, inbound links can carry many different meanings beyond
just a top ranking.
Google, Yahoo, and MSN have all agreed to support one method of
submitting a site's pages: through an XML map placed on the root of
a website. Search engine sitemaps provide a quick and easy road map
for crawlers to follow in order to locate and index each of the
pages on your site.
Compelling video content can potentially open the door to site
traffic, targeted visitors, and increased brand awareness. Here are
some basics that you should follow in order to enhance your
rankings in the search engines for your videos.
Optimizing your audio files takes more than just recording your
message. Be sure to follow these steps to ensure your podcasts have
the best potential of being found by the listeners and search
Keyword research involves so much more than just looking up
search frequencies. Critical factors such as budget restrictions,
competition levels, and business strategy must be considered in
order to develop a results-driven search marketing plan.
Part 2 of our 3-part series infographic details an essential
element of keyword research: exploring conversations that are
happening on the web. By combing through competitive and industry
websites, relevant blog postings, and popular tag sites, new
phrases are discovered and search frequencies can be
When you begin the process of keyword research, the first step
is to think like your target audience and how they would enter the
phrases for what they are searching for.
Collectively, segmented marketing initiatives will help increase
your baseline traffic over time. The traffic bump infographic
demonstrates the potential of gaining loyal readers with every
Once you've identified and defined the target markets for your
search marketing strategy, you can employ a number of different
optimization approaches to reach those customer groups. Whether
it's making use of individual press releases, case studies, or blog
postings, utilize a page-level localization approach to reach
Depending on your search marketing strategy, the keywords you
select should align with the areas that you are targeting.
The geo targeting search strategy you decide to use will impact
your overall SEM campaign. By going after selected areas, your
efforts will be guided by the areas you want to market your site
Local Optimization is a powerful way to leverage your presence
in the real world to web search results.
The seo power of RSS feeds is realized through many channels,
but it's greatest impact is the ease of use to the reader.
Image optimization is a powerful way to visually display your
products in the results of search engine queries.
The Optimized Press Release provides multiple benefits to your
site. From a traffic perspective, you gain a boost on the day of
your release, and in the long term you'll increase your daily
visitor count to your site by a few readers per day. From a search
perspective, you can gain in-bound links, "buzz" and long-term
rankings for less competitive phrases.
Cloaking is often used to gain rankings in the search engines by
providing false sites to the engines. Humans see the real site, but
the search engines see an entirely different version.
Most people still prefer listings found on the first page of
results, but as users become more savvy, they realize that
sometimes better results can be found by looking further into the
search result pages.
Google uses 2 distinct "bots" to help index the Internet. The
Deep Crawl bot comes about once a month and looks at all the known
pages of a web site. The fresh bot comes on a more frequent basis,
but only to the pages that are considered most important for a
Search Engine Marketing has many ways to impact the search
results. When a web site offers a product or service, people tend
to have different trigger points that they are looking for - and
therefore use different phrases when they search based on their
301 Redirects are used when you want to permanently retain the
value of all the links pointing to an old site and guide them to a
Launched on May 16, 2007 Universal Search from Google includes
the most relevant content from the web, whether it's a podcast,
video, news release, image or web site in the search results
Link Baiting is used to get many in-bound links pointed to your
site. Through great content or some humorous hook, you can create a
viral marketing affect using this technique.
Strong SEO positions can be achieved by paying careful attention
to three main areas: on-page factors, off-page factors, and URL
factors. These forces, in combination, push pages towards the top
of results pages.
Smart search marketers utilize eCommerce optimization to make
every web page instantly accessible to searchers.
Tagging allows the user to label content they find on the web in
a way that will be easy for them to remember.
Robots.txt file simply tells the search engine crawlers the
places they are not allowed to index on your site.
When optimizing for highly-competitive terms, strategically
clustering related phrases around the main keyword can cause a halo
effect in the SERPs.
As a visitor refines their search criteria, there are certain
patterns that emerge in their queries.
Google assigns a numeric weighting from 0-10 for each webpage on
the Internet; this PageRank denotes your site’s importance in the
eyes of Google.
Any good search marketing campaign has a multi-pronged approach
to achieving top rankings. Blending such factors as site structure,
content relevance, and online press releases will influence your
site’s chances for success.
The strongest search marketing campaigns pursue rankings for a
combination of high-traffic phrases that are likely to bring many
visitors to the site as well as highly-specific, 3- or 4-word
phrases that are more likely to convert a targeted buyer.
When it comes to the U.S. search engine market share, Google is
the most dominant force, followed by Yahoo! and MSN. All other
engines (AOL, Ask, etc.) make up the remainder of the industry.
The majority of search engine results pages (Google shown here)
are made up of a combination of paid and organic listings. Heat map
studies reinforce the value of top rankings by demonstrating where
searchers' eyes land most frequently.