The Connection Between Search and Social

The Connection Between Search and Social

Lori Creighton, Homestead Media, LLCHomesteadMediaMarketing.com

HOMESTEAD MEDIA, LLC

People are moving themselves through the sales process.

They are looking for solutions to their problems and answers to their questions.

They want to develop trust in the solution providers they find.

The buying process has changed

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The buying journey starts with search. Buyers use search in different ways, in

different places in the sales process. Businesses need to be visible in search

throughout the sales process.

It starts with search

SEO = VISIBILITY

Search is always changing

THEN NOW

Keywords Content Links

Topic Content Engagement

Google has made changes that help the search engine to better understand a web page and to better understand a search query. That means that search is now more semantic or topic related.


Semantic search

Even though all my search words are not in the snippet, Google understands that I want to learn about birds and that this site provides relevant information about birds.


Content• Web pages• Blogging• Video• Photos• Infographics• eBooks• Presentations

You’re in the publishing businessThe constant in search is content because search activity has to lead to somewhere, and that somewhere needs to provide the information that will guide the searcher onward in their buying process.


Knowledge Graph Google Instant News Answers Videos Images Shopping Maps Books Flights Apps

Results in a variety of forms

Coming to you in 1/8th of a second


On-site• Crawlable with clean code• Mobile optimized• User experience

Keywords still matter• Searchers use words to search• Search engines use words to understand web

pages• Create a library of content around a topic

Links still matter• That’s how the web works• They still signal authority

Basic elements of SEO still matter


Evolution of Social Media Social media has

evolved the original purpose of the internet to share and interact.

The best and most valuable interaction occurs in niche groups.


People are constantly connected.

They often use multiple devices throughout their buying journey.

Social media is the way that many people choose to engage with businesses.

Technology has changed human behavior


The search for trust continues The issue of trust applies to social media

as much as it does to websites. Social media can develop trust:• Backlinks to your site from engagement• Humanize or put a face on your organization• Show how you handle good and bad feedback• Encourage regular contact• Differentiate you from your competitors


What social media channels are right for my business?• What are your goals?• Where is your

audience?• What is your niche?

Choose wisely

Are you blogging yet?Blogging can feed your social mediaHow? Creating and sharing your unique content


Recognize opportunities within the buying process.

Develop the content and use tools to plan and organize

Optimize to help people and search engines find your content.

Publish in multiple places Amplify by sharing with

your social networks.

Content is how you do social media


Create and share information that answers people’s questions and makes them smarter.

Increase the number of interactions with people to develop a relationship.

Relationships will help you to amplify your message from your network to theirs.

Drive profitable customer actions.

The bridge between social media and SEO

CONTENT MARKETING


Paradigm shift?

https://moz.com/blog/how-google-s-evolution-is-forcing-marketers-to-invest-in-loyal-audiences-whiteboard-friday-32200

“How do I earn a loyal audience and then use their amplification to help me perform in search?” Rather than, “How do I do SEO for my website to earn visitors that I can convert into a loyal audience?”Rand Fishkin of MozApril 2015


Virtual Marketing Department• Brings expertise into your organization• Makes your marketing more –

efficient, focused and consistent• Allows you and your team

to do what you do best• Gets better results

Homestead Media, LLC

http://homesteadmediamarketing.com/marketing




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Thank youLori Creighton, HOMESTEAD MEDIA, LLC

http://homesteadmediamarketing.com

http://homesteadmediamarketing.com/

The Connection Between Search and Social

Marketing

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