1/7/2015
1
The Convergence of Search (SEO) & Social MediaJANUARY 21, 2015 || 1:00 – 2:00 PM
Presenter:
Chris Behan || Tampa, FL
The Brontosaurus…
…is actually an Apatosaurus!
1/7/2015
2
Al Gore invented the Internet!
The Al-Gore-osaurus
SEO (What Works)
Content is King & Size Matters
Dispelling SEO Myths• Blogs• Duplicate Content• Links • Google’s Algorithm
Social Media• Points of Convergence: On-Site & Off-Site Evidence• Facebook’s Promoted Posts & Paid Ads• Lookalike Audiences
Presentation Recap
Presentation Overview:
1/7/2015
3
Search Engine Optimization(What Works)
Organic Results80%
PPC Ads20%
Google’s Data Centers
Did You Know?When you conduct a search in Google, you’re actually searching their copy of saved (aka cached) sets of information.
Google’s Stated MissionTo organize the world’s information (content) and make it universally accessible and useful (relevant).
1/7/2015
4
1/7/2015
5
Make sure your content is prominently placed and descriptive of W W W W !
Make sure your content is prominently placed and descriptive of W W W W !
1/7/2015
6
Builder KeywordsSearch Volume
Construction Company 1,220,000
Home Builder 823,000
Home Designer 368,000
New Home Builder 135,000
Home Designs 110,000
Custom Builder 90,500
House Designs 74,000
Home Addition 60,500
House Plans 60,500
House Additions 54,000
Home Repairs 49,500
Room Additions 27,100
New Homes 22,200
Licensed Contractor 18,100
Remodeler KeywordsSearch Volume
Home Windows 673,000
Replacement Windows 368,000
Bathroom Remodeling 301,000
Metal Roofing 301,000
Home Remodeling 246,000
Vinyl Siding 246,000
Roofing Companies 201,000
Kitchen Remodeling 201,000
Kitchen Design 165,000
Remodeling Contractor 110,000
Cabinet Refacing 90,500
Remodeling Contractors 74,000
Home Remodeler 74,000
Kitchen Refinishing 40,500
Builder KeywordsSearch Volume
Construction Company 1,220,000
Home Builder 823,000
Home Designer 368,000
New Home Builder 135,000
Home Designs 110,000
Custom Builder 90,500
House Designs 74,000
Home Addition 60,500
House Plans 60,500
House Additions 54,000
Home Repairs 49,500
Room Additions 27,100
New Homes 22,200
Licensed Contractor 18,100
Remodeler KeywordsSearch Volume
Home Windows 673,000
Replacement Windows 368,000
Bathroom Remodeling 301,000
Metal Roofing 301,000
Home Remodeling 246,000
Vinyl Siding 246,000
Roofing Companies 201,000
Kitchen Remodeling 201,000
Kitchen Design 165,000
Remodeling Contractor 110,000
Cabinet Refacing 90,500
Remodeling Contractors 74,000
Home Remodeler 74,000
Kitchen Refinishing 40,500
3.11 million searches
every month
3.09 million searches
every month
1/7/2015
7
Content is King!Content is King!
Content is King & Size Matters
1/7/2015
8
Size of Home Builder Websites # of pages
MiHomes.com 35,900
Beazer.com 10,700
KbHome.com 10,100
FischerHomes.com 3,000
GehanHomes.com 1,870
DanRyanBuilders.com 1,570
SimmonHomes.com 1,370
ParamountBuilders.com 356
Size of Remodeling Websites # of pages
ChampionWindow.com 1,530
DkiServices.com 1,450
Basments.com 1,140
Alure.com 1,120
ThompsonCreek.com 904
PowerHrg.com 739
TemoSunrooms.com 576
AmericanHomeDesign.com 547
X =
In order for your website to compete online, you need to have different pages containing relevant information that matches what people are searching for online.
Let’s do the math…
SEO Formula – Size Matters
1/7/2015
9
Think of the various ways people search for your products/services.
X
X
Think of the areas your company
operates in and where you
want to generate
leads from.
=
=
X
X
1/7/2015
10
=
=
X
X
For Example:
10 services x 10 areas = 100 different pages
There needs to be separate pages for each of these unique combinations.
Where Do All of These Pages Go?
Dropping Navs at the Top of Your Site
1/7/2015
11
Or Create a Bottom Dropping Nav
Articles, Additional Info, Service Areas, etc.
Dispelling SEO Myths
1/7/2015
12
If content is king, then blogs will help my site rank, right?
If content is king, then blogs will help my site rank, right?
Blogs Don’t Rank Well
www.example.com/blog or blog.example.com/
1/7/2015
13
Builder KeywordsSearch Volume
Construction Company 1,220,000
Home Builder 823,000
Home Designer 368,000
New Home Builder 135,000
Home Designs 110,000
Custom Builder 90,500
House Designs 74,000
Home Addition 60,500
House Plans 60,500
House Additions 54,000
Home Repairs 49,500
Room Additions 27,100
New Homes 22,200
Licensed Contractor 18,100
Remodeler KeywordsSearch Volume
Home Windows 673,000
Replacement Windows 368,000
Bathroom Remodeling 301,000
Metal Roofing 301,000
Home Remodeling 246,000
Vinyl Siding 246,000
Roofing Companies 201,000
Kitchen Remodeling 201,000
Kitchen Design 165,000
Remodeling Contractor 110,000
Cabinet Refacing 90,500
Remodeling Contractors 74,000
Home Remodeler 74,000
Kitchen Refinishing 40,500
We searched all of these keywords and no blogs ranked on the 1st page of Google.
.com/Additions .com/AdditionsX2 .com/AdditionsX3
Duplicating content on your website is ok?
Duplicating content on your website is ok?
.com/Additions .com/AdditionsX2 .com/AdditionsX3
1/7/2015
14
Link Building helps give your site power?
Once Upon a Time…
Examples:
In the beginning of 2011, Overstock.com & JCPenney were penalized for link spam.
Google manually adjusted their rankings and the websites fell to an average of page 70.
1/7/2015
15
Google’s algorithm is always changing?
Google’s algorithm is always changing?
There have been two major updates since 2012 and they only affected < 6% of all search queries.
Google doesn’t want you manipulating results!
1/7/2015
16
Recap of SEO
Content is the Key Ranking Variable
On a consistent basis, add original (not duplicate)
& readable content (not an image) to your site
Size Matters
Variants of Keywords
Be descriptive of the different services you offer
Build Pages to Work With Purpose
Who You Are
What You Do
Where You Do It
Whom You Are Trying to Appeal to
Social MediaPoints of Convergence
On-Site & Off-Site Evidence
1/7/2015
17
On-Site Evidence
It’s essential to incorporate social evidence on EVERY page within your website.
Credibility / Evidence That You’re Liked
1/7/2015
18
1/7/2015
19
Off-Site Evidence
When conducting a branded search, the following can rank well:
• Facebook• YouTube• Google+ profile • Yelp• LinkedIn• Twitter• GuildQuality• BBB• Angie’s List• etc.
1/7/2015
20
Social Sites Rank for Branded Searches
Social Media should be used to bridge the gapbetween brand and consumer by building a digital community where clients can be engaged, informed, and connected.
Credibility | Trust | Loyalty | Reputation Management
Increasing Brand Awareness
Facebook’s Promoted Posts
& Paid Ads
1/7/2015
21
Stop Talking to Yourself!
Facebook’s promoted posts and paid ads allow you to boost brand awareness and increase overall engagement.
Promoted posts will only show up in the news feed
Ads show up in the right sidebar or in
the news feed
Promoted Posts & Paid Ads
Grow # of likes/fans/followers Increase Conversions
Increase visibility and broaden reach
Use CTA’s - learn more, sign up, register now, etc.
Promote brand awareness(Credibility, Trust, Loyalty, Rep Mngt)
Encourage clicks to site orspecial landing page(s)
Grow database of contactsSupport sweepstakescampaigns
Influence engagement and responses to posts
Also great for promoting seasonal offers & new homes
Before You Begin, Think About Your Goals:
1/7/2015
22
Step #1 – Use paid ads to increase your FB page likes and build credibility
Step #2 – Use promoted posts to engage/interact with the appropriate audience
Step #3 – Use paid ads to further increase conversions and grow your database
Be Mindful of What to do First
Types of Facebook Demographics
Relationship
Interested inGeneration
Baby Boomers
Status
Parents
All Parents
Education
EDU Level Moms
Field of Study
Schools
Politics
Affiliation
Undergrad years Voter/Non
Work
Employers
Life Events
New Job
Job TitlesNew Relationship
Industries Engaged
Office Type Newlywed
Moved
Financial
Income Birthday
Net Worth
Languages
Home
Home Type English
Ownership Spanish
Home Value French
Dependents
Target Specific Demographics!
1/7/2015
23
• Open houses, community openings, etc.
• Interaction objectives: polls, votes, surveys
• Showcase work and designs
• Community Involvement
• Creative link to website
• Holiday greetings
Types of Promoted Posts
• Quotes
• Testimonials
• Specials
• Seasonal tips
• Events
Actual Results from Promoted Posts
• Company ABC is paying $2/day: On October 1, they had 318 fans;by December 31, their fans grew to 659.106% increase
• Company XYZ is paying $5/day: On October 1, they had 1,099 fans;by December 31, their fans grew to 1,84567.8% increase
Use Paid Ads to Get More Conversions!
1/7/2015
24
Link to a Landing Page with a Form
Tip: After someone fills out the form, create a “thank you” page that they will be redirected to and put a unique tracking code on that page.
• 560,067 impressions
• 1,287 clicks
• $1,563 ad spend
• 350 conversions
• 27% conversion rate
= $4.47 CPL
Actual Results from a Home Makeover Giveaway CampaignData from July 18, 2014 through January 1, 2015
Lookalike Audiences
1/7/2015
25
#1 – Build your database
#2 – Import those contacts into Facebook
#3 – Facebook will then match those emails and create a similar audience (1-5% variant)
#4 – Promote posts and advertise to this lookalike audience to broaden your reach
In Closing…
Presentation Recap
Before you engage in any SEO campaign, consider your web design first.
Content is king and size matters – have separate pages on your website for each product/service and be descriptive of W W W W.
Make sure to have both on-site and off-site social evidence.
Leverage Facebook to boost brand awareness and increase overall engagement… but most importantly, grow your database and generate inexpensive leads.
1/7/2015
26
Don’t Fall
Asleep at the Wheel
More than 50%of your leads can be
generated online!
Chris Behan
Socius Marketing
813.282.8300
2701 N. Rocky Pt. Dr. #410
Tampa, FL 33607
Speaker Contact Info:
Top Related