The Future of Search in a Social World
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The document discusses the future of search and how search engine optimization (SEO), social media, and public relations (PR) are converging. It emphasizes that relationships are key in this new marketing landscape and that creating relevant content and stories, building trust as a thought leader, and participating in conversations where an audience is present are important. When companies become authorities by doing these things, their content gets discovered organically as it gets shared and relationships are built.
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The Future of Search in a Social World
- 1. THE FUTURE OF SEARCH IN A SOCIAL WORLD SEO + Social + PR Alison Groves Raven Internet Marketing Tools
- 3. STUFF THOSE KEYWORDS, SON!
- 4. I’M GOING TO SUBMIT MY CONTENT TO THE ENTIRE INTERNET! (No, really, don’t. Seriously, stop. Don’t.)
- 5. YEAH...THOSE LINKS ARE RELEVANT. #YOURETHEWORST JC Penny: http://raven.im/NYTpenney
- 6. EVERYBODY HAVE FUN TONIGHT! AND LINK TO EACH OTHER….
- 7. WHERE DO I RANK?!
- 10. BUT....NOW.....
- 11. WHO KNOWS YOU BETTER THAN YOUR FRIENDS?
- 12. GOOGLE’S ANIMALS, SHUTTING IT DOWN. Resource: Animal proof your site
- 13. OUR NEW SEARCH REALITY
- 14. Y U NOT THE SAME? Y U NOT BE MANIPULATED?
- 15. BIRMINGHAM COFFEE SEARCH IN BIRMINGHAM
- 16. SEO + SOCIAL + PR = THE “NEW” MARKETING
- 17. SEARCH CONTAINS… • Creating relative content • Acquiring links (really, mentions), and building relationships with site owners • Technical website code or markup (schema.org) Resource: http://schema-creator.org
- 18. SOCIAL CONTAINS… • Listening and sharing • Relationship building • Managing both (Community!)
- 19. PR CONTAINS… • Brand storytelling (or content creation) • Relationship building • Relationship nurturing (community!)
- 21. Relationships are the key to the “new” marketing.
- 22. ARE YOU A TRUSTED PERSON? ! IS YOUR STORY RELEVANT?
- 23. HOW DO WE GAIN TRUST? (Not this trust fall, I assure you.)
- 24. AUTHORSHIP How Google determines (and trusts!) that you are an authority. Resource: raven.im/relauth
- 26. HOW DO WE CREATE RELEVANT STORIES? • Participate in the conversation wherever your audience is • Pay attention to social media • Answer every question your audience has, even the ones they don’t know they have. • Be authentic
- 27. BECAUSE YOU’RE AN AUTHORITY…. YOUR CONTENT IS DISCOVERED. Marcus Sheridan: YouTube
- 28. BECAUSE YOUR CONTENT IS GREAT… SOMEONE SHARES IT.
- 29. BECAUSE THEY SHARE IT… YOU FIND THEM.
- 30. BECAUSE YOU FIND THEM AND BUILD RELATIONSHIP…. THEY BECOME A LIFELONG CUSTOMER, WORD SPREADS.
- 31. BECAUSE WORD SPREADS… THE CYCLE BEGINS AGAIN.
- 32. THIS PRODUCT WAS REALLY GOOD.... So good in fact, I’m going to take a photo of it and share it with everyone I know. And maybe even a few I don’t.
- 33. TELL YOUR OWN STORY. TELL IT WELL. PEOPLE WILL SHARE. RELATIONSHIPS WILL BE BUILT. YOUR PRODUCT WILL BE FOUND.
- 34. ALISON GROVES PRODUCT COORDINATOR RAVEN INTERNET MARKETING TOOLS ALISON@RAVENTOOLS.COM @RAVENALISON