AiMA Search SIG Event 8/2015: Search, Social, Content & Local

#atlantaima www.atlantaima.org
Search, Social, Content & Local:
SEO Strategies
for Content Generation

August 2015 AiMA Search Marketing SIG Event
Search, Social, Content & Local: SEO Strategies for Content Generation:
For years we've been hearing the cliché "Content is King!" Is it still true? What
kinds of opportunities and new trends exist for great content strategy - with
actual results in search analytics? Is it even fair to apply search marketing
expectations and analytics to social media marketing activities? For years geo-
local directories have been "messy," featuring a strange hybrid of activity
between SEOs and social media marketers. Where is it all going now? And
what about content curation?
Finally – the big question:
Is Google+ "the walking dead?”

AiMA Agenda: Breakfast Event
7:00 AM Events set up
7:45 AM Committee and Speaker arrival
8:00 AM Attendees start to trickle in and breakfast is served pick up style
Announcements will rotate on all displays
8:30 AM Welcome and Announcements – Sydney Sullivan or Laura Berkobin
8:35 AM Hand off to Moderator or SIG Director to kickoff panel and introduction
9:15 AM Q&A from the audience and/or Twitter
9:25 AM Giveaways for top tweeters – Sydney Sullivan or Laura Berkobin
9:30 AM Break and move to break outs
9:35 AM Optional break outs
10:00 AM End

Search, Social, Content & Local: SEO Strategies for Content Generation
Moderator:
Jake Aull - Professor of Social Media Marketing/SEO, GSU; Head Honcho,
ZenFires Digital Marketing; Author, WordPress SEO Success; Chair of AiMA
Search Marketing SIG
Panelists:
Amy Voss - SEO Manager, IHG
Brian Easter – Co-founder & CEO, Nebo Agency
Sherry Heyl – CEO & Social Media Consultant, Concept Hub &
The Sensei Project

Moderator: Jake Aull
Jake Aull wrote and started teaching Georgia State
University's first course in Social Media Marketing in
2010/2011, which he continues to this day. He has also
written books for Pearson-Prentice Hall, including
WordPress SEO Success (currently in Barnes and Noble
bookstores) and the Instructors’ Manual to Pearson’s first
Social Media Marketing text book. He has been a leader
and speaker in social media marketing and SEO in the
southeast. Jake is Head Honcho of ZenFires Digital
Marketing in Atlanta, GA, providing Search Marketing
services and consulting to various clients and companies
across the U.S. Jake has also been published and cited in
publications such as Atlanta Business Chronicle and OZ
Magazine and is Chair for Atlanta Interactive Marketing
Association Search Marketing SIG 2015.
Jake Aull
Head Honcho, ZenFires | @jakeaull
zenfires.com | slideshare.net/jakeaull

Panelist: Amy Voss
Amy Voss is the SEO Manager for IHG’s Content
Marketing department. She supports the
Americas regional team, bringing 6 years of agency
experience, working with companies such
as TruGreen, Spanx, Northern Westchester Hospital,
The Cleveland Clinic, and Hoveround.
She earned her Journalism degree from Kennesaw
State University and lives in Berkeley Lake
with her husband, Zach, and their cat, Nidalee. Amy is
an avid Atlanta sports fan. She enjoys
being outside by the water almost as much as she
loves eating cheese.
Amy Voss
SEO Manager
IHG

Panelist: Brian Easter
As CEO of Nebo, Brian Easter brings a human-centered philosophy to
digital marketing. Under his leadership, Nebo has enjoyed 11 straight
years of growth, has never laid a single employee off, and has won over
100 digital awards in the just the past two years.
Brian is known for being a fierce advocate for the end user, a vocal and
avid supporter of animal welfare, and writing and speaking about
weighty and controversial subjects. An energetic and passionate speaker,
Brian has presented at AiMA, SES, SEMPO, AMA, the Inc. 5000 Speaker
Series, and many other industry events. He has also been published in
publications such as Ad Age, iMedia, Mobile Marketer, and Social Media
Today.
Brian is an Appalachian State University alumnus with 15+ years of
experience in digital marketing. In the beginning stages of his career (or
about a millennium in internet time), he even wrote code in primitive
coding languages like ASP and Visual Basic, as well as helping
organizations optimize for pre-Google, archaic and dinosaur-like
platforms, such as Alta Vista and Lycos.
Brian Easter,
Co-Founder & CEO
Nebo Agency

Panelist: Sherry Heyl
Sherry started working exclusively on social media
projects in 2005 (before Facebook was open to the
public). She has worked with brands large and small in a
variety of industries. Sherry is the Co-Founder of SoCon,
Metro Atlanta's first social media conference. She was
also the Co-Founder of the TAG Enterprise 2.0 society
(renamed TAG Social Business) and the Co-Founder of The
Change Challenge, a 6 month competition that paired
volunteers with nonprofits to launch a sustainable social
media program. Sherry currently leads the social media
agency, Sensei Project, working with leading brands and
small organizations to optimize their online efforts to
connect with clients and amplify their messages.
Sherry Heyl
Managing Director, Partner
The Sensei Project

“Social and search are merging.
This is no longer pie-in-the-sky conjecture.
It is the reality of the here-and-now.”
- Neil Patel, blog.kissmetrics.com, Aug. 2015

Topics:
• Is ‘content still king’?
• What kinds of opportunities and
new trends exist for content and
results in search analytics?
• Is it fair to apply search marketing
expectations and analytics to social
media marketing activities?
• For today, what are geo-local
trends? A strange hybrid of activity
between SEOs and social media
marketers?
• And what about content curation?
• Is Google+ "the walking dead?”
• Google and Twitter
• How does social media meet SEO in
analytics?

Social Media meets SEO in analytics:
• How Pinterest embeds website
code for analytics
• Social media integrations and analytics grow in Google
Analytics
• HubSpot
• Tools: Simply Measured, Twitter/hashtag measurement tools
• Subdomains or subfolders

Location-based directories: SEO or Social Media?
• For years we’ve all been watching them grow – Yelp, Google
Local/Maps, YP…
• Not to mention market-specific directories such as UrbanSpoon and
TripAdvisor.
• SEOs value website mentions, links and search results.
• Social media marketers emphasize the reviews (and let’s not even
get started on advertising…).
• Who’s job is it and what does the future hold?
• Where does NFC (near-field communications) fit?
• How to treat regional local directories & SEO for national
organizations?

• Wazzup with Content Curation?
• Rationale and Strategies for Content Curation
– Blogging and inspiration
– Press Releases
– Social sharing
• Are these channels
still valid?
– RSS
– Digg
– Paper.li
– RebelMouse
– Reblog

• Is "Content is King" still true?
Of course, but it's so implied now. What else could possibly be “king?” The
way that searchers and consumers are using the internet today has shaped
as internet products have changed (engines, social media, mobile), so it
makes sense that nothing else could be king.
• How does that apply to mobile?
Right now the conversation/buzz should shift to "Mobile Content is King"
to help companies understand that they need to improve their mobile
strategy and assess their mobile experiences.
• Google said for so many years that mobile searches would surpass desktop
"soon,” they said that finally happened this year in 10 countries (though
ComScore and Google show conflicting data). It's the era of mobile.
(Thanks to Amy Voss)

• Content strategy and search analytics results
There is a BIG opportunity to measure search analytics in content strategy, but Content Marketing is
bigger than SEO. There are so many metrics and performance indicators that lie within CM, SEO is
only a portion of those (albeit a big portion).
• SEO has the potential to be the foundation of any content strategy. What those metrics are for each
depends on the campaign or the goal. Start with your goals and frame what you measure, and how
you measure it, around them.
• Is Google+ the walking dead?
Totally. Of all the developments that have happened around G+ (separating Photos, no longer
clickable from Gmail, Authorship getting killed, separating from YouTube), I think it's obvious that
they're letting G+ die a slow and natural death.
• A headline among all the G+ news this year was from when they removed the photos product.
Someone said "Google Just Ripped the Gold Teeth Out of the Rotting Corpse that is Google Plus."
Great description! But how they're treating it in the meantime with G+ Collections -- a way to group
topical conversations -- actually makes it more interesting than before when it felt much more
forced. It feels like an actual social sharing platform finally!
(Thanks to Amy Voss)

• Google: Why the Twitter Love?
– Ongoing digital world war of Facebook vs. Google?
– Realtime data share?
– The continuously growing role of #hashtags and keyword search?
(Don’t believe me? Search for a #hashtag in Google.)*
– If at first Google+ fails, Tweet, Tweet again?
*for more on Google, Twitter and hashtags:
https://blog.kissmetrics.com/take-advantage-google-twitter-partnership/

• Bonus Questions:
• How much does Google require that mobile
responsive website prior to penalization?
• Classic website/blog architecture questions:
– Subdomains or subfolders?
– HTTP:// or HTTPS:// ?

Questions
& Breakouts

Breakout Sessions:
• (25 min; let attendees talk to others about the topic)
• 3 groups:
• Keyword phrase search volume & blog search engine results
• #Hashtag usage volume
• Pinterest & Google Image search results
• (Add’l: What challenges based on above do you deal with in
your org?)

Thank You!

AiMA Search SIG Event 8/2015: Search, Social, Content & Local

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