Social media and content marketing is as relevant to industrial companies as it is to consumer-oriented businesses in achieving high search engine rankings. The presentation outlines what businesses should know about SEO, content marketing and social media as they plan their 2014 Internet marketing strategy.

1. Google, Blogs, YouTube and You
How Industrial Companies can use Social
Media to Improve their SEO
Angela Charles
President
Pilot Fish
4000 Embassy Parkway, Ste 400
Akron, OH 44333
Tel. 877-799-9994
www.pilotfishseo.com
Insert 1
Company
Logo Here

2. Overview
• Getting your site ranked on Page 1 of
Google requires use of social media
• Why is ranking on Google important?
• What factors determine ranking?
• How can your company implement SEO
and social media?

3. It starts
and
ends
with
Google

4. Top ranking on Google is vital to your
website for traffic, lead generation
Source: comScore

5. Sites not on Page 1 of Google lose out on
significant traffic
-- #1 position gets 33% of traffic
-- Page 1 results
combined get 92% of
traffic
-- Page 2 results get
5% of traffic
-- Rest of results split
remaining 3%

6. Google makes it intentionally hard to
rank high, which is why you need SEO
Source: Search Engine Land

7. SEO factors break down to three main
categories
Source: Business2Community.com

8. Search engines
measure relevance
and popularity to
decide which sites
will rank on top
Boiled down further…

9. If your site no longer performs on Google,
it’s because you’re not keeping pace
• 500 changes to Google algorithm in last 2 years
• More competition for higher rankings
• Sites that don’t update will lose SEO ranking over time

10. SEO Part 1: Site architecture is the
easiest piece of the SEO puzzle
• Rules are well defined;
just takes a web designer
with knowledge of them to
implement them properly
• But, done incorrectly,
fixing problems can be
costly

11. SEO Part 2: Content – Is your site
relevant to search engines?
• Mechanics of setting up content for SEO
• Create appropriate content for site
visitors and search engines
• Develop enough relevant content on and
off your site

12. Getting the mechanics of SEO right goes
a long way
• Keywords
• Page URL
• Meta tags
– Page Title
– Meta Description
– H1
• Text
• Image alt tags

13. Find the most
targeted
keywords that
generate the
most traffic and
optimize the hell
out of them
Key to SEO success

14. Keywords define your site for search
engines and help it to be ranked

15. But, focusing on the wrong keywords can
prevent your site from performing
A business
manufacturing trophies
and awards will
compete with non-
relevant results when
focusing on “awards”

16. Keyword research determines most
relevant terms within reach with SEO
Keyword # Searches
Google
# Results
Google
Relevant?
Awards 14,800 244 million Mixed
Corporate
awards
720 284 million Yes
Crystal awards 1,600 61.8 million Yes
Trophies 27,100 50.8 million Yes

17. Once you’ve identified target keywords,
work them into your site
• Page URL
• Page meta title
• Meta description
• Main headline (H1)
• Alt image tags
• Multiple pages of useful content

18. “Content is King” -- legitimate phrase to
use to prioritize SEO activities
• Company, product info
• Images and media
• Testimonials
• Resource lists
• Blogs
• Articles
• Presentations
• Press releases
Learn more about content marketing.

19. SEO Part 3: Links – Google changes require
thoughtful, balanced, comprehensive approach
HOT NOT
Implementing content marketing Relying on link marketing
Obtaining links on a few high-value
sites
Adding thousands of links through
link networks
Creating content for social media
sites
Offering reciprocal links
Re-purposing content in different
ways
Using article marketing sites
Driving traffic to your site via links
from third-party sites
Driving traffic away from your site by
putting links page on your site
Keeping site fresh by blogging, SM Keeping site fresh by updating
calendar

20. The more your site is linked, the more
popular it is considered
Good
content
(Relevance)
Higher
search
engine
rankings
Many
high
quality
links
(Popularity)

21. SEO content refers to material on your
site and on other sites
Google+
Facebook
SlideShare
Twitter
PRWeb
Website
LinkedIn
Flickr
Pinterest
Blogs
Trade media

22. Create marketing initiative that repurposes
content for multiple channels, including SM
• Example: Write press release
– Distribute via PRWeb
– Post on company blog
– Link from bookmarking sites
(StumbleUpon, BlinkList, FriendFeed, Reddit, etc.)
– Link from Facebook, Twitter, LinkedIn, Google+
– Add photos to Pinterest, FlickR
– Upload video to YouTube
– Upload presentation to SlideShare

23. Added benefit of this approach: More
content to rank

24. Types of high-value Social Media content
that will help your SEO
• Videos
• Presentations
• Photos
• Infographics
• Guest articles on blogs, trade pub sites

25. Content marketing: Create locally, then
promote on social media sites
• LinkedIn
• Google+
• Facebook
• Twitter
“Hey, I just sent out a press
release – come see it on our
blog at
www.company.com/blog/pres
s-release”

26. Optimizing your site and using social
media generates results
Client #1 Twitter Facebook Google+ #
Backlinks
to Client
Site
# 1st Page
Results
on
Google
Feb. 2013 28 32 3 2,962 43
Sept. 2013 50 63 23 5,068 82
Client #2 Twitter Facebook Google+ #
Backlinks
to Client
Site
# 1st Page
Results
on
Google
Sept. 2012 5 21 0 3,996 1
March 2013 15 43 18 8,270 13

27. How do we do this without sucking the
life out of our staff?
• Divide and conquer
• Create editorial
calendar and stick
to it
• If necessary,
partner with an
SEO firm that can
handle tasks
outside your team’s
capabilities

28. Conclusion
• Google uses more than 200 factors to rank
sites
• These factors fall under Site Architecture,
Content and Links
• Adding optimized content to your site and
developing a content marketing strategy that
uses social media sites to build links is best
way to secure better search rankings

29. Angela Charles, President
John Inama, Director of Sales
Pilot Fish
www.pilotfishseo.com
877-799-9994
Learn more about industrial SEO
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