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Search Marketing & SEO in a Social World

R2integrated, The Acceleration of Connection

At this year’s Washington, D.C. Mid-Atlantic Marketing Summit held at the Gannett/USA Today headquarters, r2i’s Director of Search, Missi Carmen joined a panel of fellow search professionals to discuss the impacts of social media on search engine optimization as well as important considerations marketers should keep in mind when developing SEO campaigns. The panel was moderated by Geoff Livingston, professional blogger and marketer and Missi was joined by Kari Rippetoe, Content Marketing Manager at Search Mojo, Chris Mechanic, co-founder and CEO of WebMechanix and Josh Greene, VP of Marketing at 1.800.PACK.RAT. The panel fielded questions from Geoff as well as the audience and key areas of focus were on the type and frequency of content that should be created for social communities; how and why to use Google+; the possibility of Facebook as a search engine; how to engage with communities of interest; and the critical use of analytics to optimize mobile campaigns.

Search in a social world

Q&A highlights from the session include: What makes good content?
  • Quality content is content that answers a question. Regardless if the content is copy being optimized for your site or if you are working on content for your social channels, make sure you have first listened to your audience and design your content so that it answers a question or need of the audience.
  • Keywords in content are useful but make sure they’re relevant.
  • Content, particularly content for social channels, should be written intentionally as shareable content.
  • Write content that your customers will like.
How important is frequency with regard to content marketing?
  • Fresh content will help you rank well but producing frequent content requires resources. You also need to know your audience and their comfort level for content frequency. It helps to define a rule of thumb for publishing consistency for your audience (twice a week, once every other week, three times a month). Regardless of frequency, it’s critical that you publish relevant, quality content.
  • You can overcome resource challenges by creating one piece of content that you can leverage in different ways to show customers you are engaged (i.e., summarize a blog post in an email campaign that then drives your audience to a social channel where they can connect with you).
What should marketers do with Google+?
  • Because Google+ is Google’s social network and Google isn’t’ going anywhere, you can’t ignore Google+. Without a Google+ profile you lose an opportunity to be indexed. In particular, make sure all authors of your content have a Google+ profile so that you can benefit from author rank.
  • Author rank is based on credibility, the type of content, the author’s audience, who the author links to, and the response to the author’s content.
If you missed the Summit and still have questions on what marketers should know as it relates to search marketing in a world of social media, share your questions in the comments section or ask us directly at info@r2integrated.com and we’ll keep the conversation going.  
Tim Cooke

About the author: R2integrated

R2i is a full-service digital agency that creates digital solutions that connect and accelerate customer experiences to drive impact for mid-market brands. We have a relentless focus on combining data, insights, and technology with creative design to drive engaging and high-impact digital experiences. 

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