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More About This Title Search and Social: The Definitive Guide to Real-Time Content Marketing
English
Search and Social is a detailed, hands-on guide to building a successful real-time content marketing platform. Real-time content marketing is the emerging practice of using both search marketing and social publishing tactics to help your audience find you and you them in order to attract and engage customers to ultimately increase revenue. It requires both traditional SEO publishing and social engagement principles, and most importantly, it requires the marketer to be active and present in a synaptic digital world that keeps going 24/7. This book shows you how to develop, implement, monitor, and optimize strategies and tactics for developing a strategic plan that encompasses content, platform, and community management, emphasizing the interdependent elements of search and social together. Including all up-to-date tools and technologies, this practical guide explains how to use the right tools for everything from creating search and social content to effectively using social media platforms.
This book is a must-read for SEOs, social media marketers, content marketers, Internet marketing practitioners, marketing executives, and CMOs. SEO and social media can no longer operate in silos, as each discipline is now reliant on its counterpart to achieve its greatest potential. The bottom line is that social marketers must understand search marketing and SEO to extend the value of their efforts, and search marketers must understand the elements of social to succeed in becoming more visible. “Search and Social” cuts to the chase and shows you the exact areas where search and social overlap, and how this synergy creates the imperative for marketers to shift to a real-time and participatory approach with their publishing efforts. Real-time marketing and publishing leverages social and search strategies and technologies, but also emphasizes the element of being present in your marketing efforts, in a digital world where your customers never sleep.
The book includes details on the combined "search and social" elements of blogs, video, images, forums, keyword research, market research, press releases, social copy writing, content strategy, social media platforms, schema.org, among many others. Some of the new topics that will be discussed and introduced include the share graph, 2nd-tier search visibility, recency as the new relevancy, social relevancy, the living natural language of search and social users, establishing authority and trust with people and search engines, connectedness, acting authentically in the spirit of the target audience, and participatory publishing techniques. The book also provides the follow ways to think and execute on search and social strategies in real-time:
Outlines how combined search and social technologies have changed the digital publishing landscape foreverOutlines a process for preparation to act "in-the-moment" with your digital content marketing effortsShows how to optimize social profiles and spaces for extended search engine visibility, and extended visibility in networksProvides a new framework for understanding how search engines are becoming more social, and how social networks are becoming more algorithmicIllustrates how to use the social graph to build your link graph for search engines, using likes, +1s, Retweets, and more.Offers an up-to-date guide for developing, implementing, monitoring, and measuring real-time content marketing effortsProvides insight into using social keyword research techniques to better communicate with and find your audience in networks Illustrates how networks use traditional search concepts to extend and trigger content, and how to take advantage of these systems in a relevant way Features many illustrative, real-world case studiesIncludes the nitty-gritty technical details, like how to set up RSS feeds for content, integrating Twitter, and moreIllustrates how a robust real-time and participatory social content strategy can extend visibility in search engines Interviews with some of the leading experts in search, social, and real-time content marketingWritten by a leader in the search and social marketing industryPraise forSearch and Social
Rob Garner is a search marketing stalwart and long time industry commentator. His new book provides revealing insights into real-time marketing and how practitioners can take advantage of tools and techniques to maximize ROI. These days you can't say ‘search’ without saying 'social.' So read the book that explains it all and glues the two together.
—Mike Grehan, Publisher: ClickZ, Search Engine Watch and producer SES Conference & Expo
Rob Garner has been one of my favorite authors for online marketing topics for the past few years. I consider his views and thought leadership to be very valuable and relevant. His book is no different than his articles. This is a must read for anyone who is serious in this space.
—Joe Laratro, President, Tandem Interactive
As an author myself, I realize the effort and pain that goes into writing a book. And the approach Rob has taken is excellent. This book covers all of the key elements of search and social with explanations, examples, common issues, bulleted lists and more. It questions and explains the common concerns of anyone trying to succeed in this rapidly changing space. My best comment is that I will buy copies for my staff.
—Bruce Clay, President, Bruce Clay Inc., author of Search Engine Optimization All in One for Dummies
English
Rob Garner is VP of Strategy at iCrossing, a Hearst Company, and is a widely recognized expert on the topic of interdependent search and social strategies and real-time content marketing. A MediaPost columnist since July 2006, Rob has been quoted in many major business and industry publications, including Reuters, Mashable, Dow Jones, Forrester Research, eMarketer, Adweek, and Ad Age. He is an active educator and speaker, and has spoken at SMX, SES, SXSW, Content Marketing World, and ad:tech, among many others.
English
Introduction xxi
Chapter 1 Real-Time Publishing and Marketing 1
Introduction to Real-Time Content Marketing 2
What Is Real-Time Marketing? 3
What Is Real-Time Publishing? 6
Apply Immediacy to Your Approach 6
Be As Fast As Your Audience 6
A Real-Time Approach 7
Setting the Stage for a Search- and Social-Enabled
Real-Time Publishing Platform 8
Dr. Manuel Castells and the Space of Flows 8
The “Resource-Discovery Problem” 10
The Web Gets a Robust Search Engine and Network Map 11
Social Emerges as a Description of Network Behavior 12
Engage One Bird, and You Might Attract the Whole Flock (and Flocks of Flocks) 12
Connectedness 13
Flows 13
Universally Identifi able, Shareable, and Networked Content 13
Making It Easy for People to Distribute Your Content via Networks 14
Social and Search Algorithms 14
Universal Search and Digital Asset Optimization 14
Understanding Delivery Frameworks Across Multiple Platforms 15
The Power of Reciprocation 15
Trust and Authority in Search and Networks 17
Listening to Your Audience, Data, and Your Competition 19
Brands and Marketers As Real-Time Content Publishers 21
Chapter 2 Understanding Search and Social 23
Defi ning Search and Social 24
Natural Language Connects Search and Social Together 25
Interdependent Search and Social Strategy Is a New and Evolving Discipline 25
Social Signals and Search 26
How Search Impacts Social 32
The Value of Approaching Social with a Search Frame of Mind 36
The Power of the Networked Link 37
A Second-Tier SERP Strategy for Increasing Your Visibility 38
Active and Passive Distribution in Networks 40
List of Social and Search Signals and Synergies 43
Chapter 3 Ramping Up for a Real-Time Content Marketing Strategy 47
Answering the Question “Why?” 48
Basic Elements of Your Real-Time Content Marketing Strategy 48
Considering the Real-Time User Experience As Engagement and CRM Strategy 51
Developing a Real-Time Presence Online 52
Bringing Consistency to Your Engagement Strategy 53
Establishing Your Goals 54
Valuing Real-Time and Social-Media Efforts 55
Formulating Your Real-Time Search and Social Strategy 57
Developing Your Market-Research Strategy 57
Developing Your Content Strategy 59
Developing Your Platform Strategy 61
Developing Your Community-Outreach and -Engagement Strategy 67
Some Final Thoughts About Real-Time-Strategy Development 68
Chapter 4 Market Research and Content Types 69
Keyword and Market Research 70
Keyword Research and the Living Language of Your Audience 70
Keyword, Social, and Demographic Research Tools 71
How to Apply Keyword Research to Social Strategy 78
Keyword and Conversation Buzz Tools for Content and Search 79
Questions for Your Audience Assessment 83
Types of Digital Assets 84
Chapter 5 Content Strategy: Auditing, Assessment, and Planning 89
How to Think About Strategy, Planning, and Assessment 90
Be Creative, Think Critically, and Learn to Solve Problems 90
Think Big: Approach Content Strategy Like a Forest, Not a Weed 91
Understanding Keyword Demand 93
Understanding Conversational Demand 93
A Factual Content Approach to Conversational Demand 96
Targeting Unpredictable Real-Time Search Queries 98
Content Auditing, Strategy, and Assessment 99
Performing a Content Audit 99
Content Assessment 100
Creating a Visual Site Map for Your Content Inventory 102
When to Spend More Time Finding Out What You Already Have 102
Auditing Your Domain for Unique Optimized Pages 103
How to Find Out Whether Your Site Has a Page Optimized for a Particular Keyword 104
The SEO Problem with Duplicate, or Repurposed, Content 106
Blocking Duplicate Content in Search Engines 107
Other Considerations for Content Strategy and Planning 108
Defi ning Roles in Content Production and Strategy 108
Creating Your Editorial Plan and Publishing Calendar 110
Creating a Style Guide 111
Chapter 6 Creating Eff ective and Engaging Content 113
Engaging Content Idea Types 114
Five Quick Ideas for Topic Brainstorming 120
Ambient Truth: In Search and Social, the Headline Is the Message 121
Quick-Start SEO Copywriting Guide for Social Marketers 122
The Title Element 124
The Meta Description 125
The Meta Keywords Tag 128
The HTML Heading Element and Body Copy 128
Internal Link Naming 130
Alt Text Attributes 131
Maintaining Keyword Consistency at the Page Level for SEO 132
Chapter 7 Social Network Platforms 137
How to Think About “Search and Social” for the Major Networks 138
Why Top-Tier Networks Are Fundamental to Your Publishing Platform 138
The Basic Interdependencies between Social Engagement and Search Visibility 139
Increasing Velocity for Publishing in Networks 140
The Big-Four Social Networks 142
The Quick Search and Social Guide to Google+ 142
The Quick Search and Social Guide to Twitter 152
The Quick Search and Social Guide to Facebook 161
The Quick Search and Social Guide to LinkedIn 163
Chapter 8 Blogs, Google News, and Press Releases 169
Blogs 170
The Real-Time Elements of Blogs 170
The Interdependent Search and Social Elements of Blogs 171
Blog Basics for Search and Social 172
News 185
The Real-Time Elements of News 185
The Interdependent Search and Social Elements of Online News 186
Determining Whether News Should Be Part of Your Real-Time Content Strategy 187
Google News Optimization 189
Press Releases 192
The Real-Time Elements of Press Releases 193
The Search and Social Elements of Press Releases 193
Press Release-Optimization Basics 194
Chapter 9 Developing and Engaging in Real-Time Communities 201
Introduction to Real-Time Communities 202
Search and Social Reciprocation in Real-Time Communities 202
Forums 203
The Real-Time Elements of Forums 204
The Interdependent Search and Social Elements of Forums 204
Is a Forum Right for Your Business? 205
Selecting a Forum Package and Host 206
SEO Elements of Setting Up a Forum 208
Managing Forum Spam 209
Engaging on Other Forums 210
Answer Marketing 214
The Real-Time Elements of Answer Marketing 214
The Interdependent Search and Social Elements of Answer Marketing 215
Be an Expert, or Just Be a Good Researcher 215
Overview of Selected Answer Sites 216
Use Answer Sites for Content Ideas and Keyword Research 217
General Tips for Answer-Marketing Management 217
Wikis 221
The Real-Time Elements of Wikis 222
The Interdependent Search and Social Elements of Wikis 222
Establishing a Theme and Community 222
MediaWiki Software 223
Managing Spam 223
Examples of Business-Themed Wikis 223
A Few Other Considerations for Wikis 224
Chapter 10 Technical Considerations and Implementation 227
Setting Up a Short-URL Service 228
Third-Party URL-Shortening Services 229
How to Set Up a Vanity URL Shortener on Your Own Domain 230
Schema.org: Integrating Rich Snippets 230
Rich Snippet Types and Examples 231
Optimizing for Rich Snippets and the Semantic Web 236
Top Considerations for Implementing Semantic Attributes 236
Sample Schema.org and Microdata for a Person 237
Author Rank and the rel=author Attribute 239
Author Rank and the Author Graph 240
Establishing Author Information in Google+ Using Links 240
Establishing Authorship with a Verifi ed Email Address 241
Establishing Authorship Using WordPress Plug-ins 241
Adding Social-Network Sharing Buttons to
Digital-Content Assets 242
Individual Share Buttons and Network Buttons 243
Multibutton Share Widgets 246
How to Decide Which Buttons to Use 247
Where to Put Your Sharing and Network Buttons 248
Setting Up RSS Feeds for SEO and Social Spaces 249
Methods of Implementing RSS Feeds 250
Software with Built-in RSS Feeds 251
RSS Feed-Creation Software and Apps 251
How to Promote Your RSS Feed 254
Google Webmaster Tools and Bing Webmaster Tools Account Setup 254
Google Webmaster Tools 255
Bing Webmaster Tools 257
Google and Bing XML Site Map Feed Setup 258
Chapter 11 Video and Images 261
Video and Image Strategy Development 262
Video Optimization for Search and Social Channels 263
The Real-Time Elements of Video 265
The Interdependent Search and Social Elements of Video 265
Creating and Distributing Video Assets 266
Video-Optimization Elements 266
Image Optimization for Search and Social Channels 272
The Search and Social Elements of Images 273
Chapter 12 More Considerations for Real-Time Content Marketing, Search, and Social 279
Social Link Signals for Search Benefits More on How Social URL-Sharing Democratizes the Link Graph 281
Social Bookmarking 287
Tips and Considerations for Bookmarking Sites 288
Delicious 289
Pinterest 290
Reddit 291
Digg 291
StumbleUpon 291
How to Set Up and Utilize Alerts 293
How to Use Alerts for Your Real-Time Search and Social Strategy 293
Google Alerts 293
Yahoo! Alerts 294
Social Alerts Using Email and Private-Message Systems 294
How to Make Your Website Come Alive 294
Using the Creative Commons License to Distribute Your Digital Assets 296
Email as a Real-Time Marketing Function 299
Chapter 13 Social Media Management 301
Considerations for Integrated Search, Social, and
Real-Time Content Strategy 302 Keywords Are Connections to People 302
Specifi c Considerations for Your Real-Time Social Content Approach 303
Using Common Sense in Social Spaces 307
Social Media Managers Are the Curators of the Living Keyword Language of Their Audience 308
Keyword History vs. Keyword Recency, and the Balance Between the Two 308
The Role of Social Keyword Research in Paid Media 309
Think and Act Like a Human Social Search Engine 309
Amplifying Content: Developing Your Distribution Network and Influencer Network 310
Integrating Your SEO and Social Teams 313
Engagement Strategy 315
Commenting Strategy 316
Empowering Your Networks, Both Internally and Externally 320
How to Determine the Authentic Voices in Your Organization 320
Defi ning and Developing Your Voice 322
Personality-Driven Media: Developing Social Personas to Inform Your Voice and Refl ect Your Audience 322
Job Description and Skill Sets for the Search-Informed Social Media Manager 323
When to Bring in Outside Talent 324
How Your Internal Teams and Disciplines Can Work Together Through Audience Outreach 324
Common Types of Social Interaction and Engagement 325
Chapter 14 Metrics and Measurement 329
Considerations for Measuring Content Success in Search and Social 330
The Business Effects of Real-Time Content Marketing Are Long-Term 330
Setting Up Measurement Early On Prepares You for Sound Business Decisions in the Future 331
A Few Key Considerations for Search and Social Measurement 331
Thinking About Data from Both a Quantitative Aspect and a Qualitative One 333
Your Data Is a Refl ection of the Content and Activity on Your Site and in Social Spaces 333
Why You Should View Certain Metrics Within a Short Frame of Recency 334
Using Real-Time Data to Measure Lift from Planned and Serendipitous Events 334
How Timely Data Can Inform Your Strategy for Actionable Response 335
The Importance of Assigning a Monetary Value to Various Actions and Events 336
Establishing a Media Value to Both On-Site and Off-Site Traffic 337
Establishing a Monetary Value for Search and Social Equity 338
Key Performance Indicators and Metrics 339
Don’t Over-Obsess About a Single Data Point 340
Don’t Hold Your Branding and Direct-Response Goals to the Same Standards 340
Common Metrics and KPIs 341
Insights 345
Analytics and SEO-Tool Providers 347
Using SEO Analytics for Measuring Content Performance 347
Other Real-Time Analytics Tools 351
Appendix Additional Reading and Resources 359
Index 365
