The Future of Search in a Social World, by Alison Groves

The Future of search in a social world

SEO + Social + PR

Alison Groves, Customer Champion

SEO

“The before times”

Stuff those keywords, son!

Yeah, those links are relevant. #YOURETHEWORST

Resource: JCPenny SEO penalty

Everybody have fun tonight! and link to each other….

!

Where do I rank?!

PR

I’m going to submit my content to THE ENTIRE INTERNET!

More mail, please!!!!

Press releases and

phone calls! Oh my!

But, now….

Who knows you better than your friends?

Google’s animals, shutting it down.

Resource: Animal proof your site

Our new search reality

y u not the same? y u not be manipulated?

Birmingham coffee search in Birmingham

SEO + Social + PR = the “new” marketing

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

Social contains…

• Listening and sharing

• Relationship building

• Managing both (community!)

PR contains…

• Brand storytelling (or content creation!)

• Relationship building

• Relationship nurturing (community!)

Relationships are the key to the “new” marketing.

Are you a trusted person?

Is your story relevant?

How do we gain trust?

AuthorshipHow Google determines

(and trusts!) that you are an authority.

Resource: Set up authorship

Become a thought leader

How do we create relevant stories?

• Pay attention to the conversation

• Participate!

• Answer every question your audience has, even the ones they don’t know they have.

• Be authentic

Because you’re an authority….

Your content is discovered.

Marcus Sheridan: YouTube

Because your content is great…

someone shares it.

Because they share it…

you find them.

Because you find them

and build a relationship….

they become a lifelong customer…

word spreads.

Because word spreads…

the cycle begins again.

This product was really good....

Tell your own story.

Tell it well.

People will share.

Relationships will be built.

Your product will be found.

Alison Groves Customer Champion, Zapier alison.groves@zapier.com

@alisongroves