The document discusses the future of search and how search engine optimization (SEO), social media, and public relations (PR) are converging. It emphasizes that relationships are key in this new marketing landscape and that creating relevant content and stories, building trust as a thought leader, and participating in conversations where an audience is present are important. When companies become authorities by doing these things, their content gets discovered organically as it gets shared and relationships are built.

1. THE FUTURE OF SEARCH IN A
SOCIAL WORLD
SEO + Social + PR
Alison Groves
Raven Internet
Marketing Tools

2. “THE BEFORE TIMES”

3. STUFF THOSE KEYWORDS, SON!

4. I’M GOING TO SUBMIT MY CONTENT
TO THE ENTIRE INTERNET!
(No, really, don’t. Seriously, stop. Don’t.)

5. YEAH...THOSE LINKS ARE RELEVANT.
#YOURETHEWORST
JC Penny: http://raven.im/NYTpenney

6. EVERYBODY HAVE FUN TONIGHT!
AND LINK TO EACH OTHER….

7. WHERE DO I RANK?!

8. MORE MAIL, PLEASE!!!!

9. PRESS RELEASES
AND
PHONE CALLS!
Oh my!

10. BUT....NOW.....

11. WHO KNOWS YOU BETTER THAN
YOUR FRIENDS?

12. GOOGLE’S ANIMALS,
SHUTTING IT DOWN.
Resource: Animal proof your site

13. OUR NEW SEARCH REALITY

14. Y U NOT THE SAME?
Y U NOT BE MANIPULATED?

15. BIRMINGHAM COFFEE SEARCH
IN BIRMINGHAM

16. SEO + SOCIAL + PR =
THE “NEW” MARKETING

17. 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

18. SOCIAL CONTAINS…
•
Listening and sharing
•
Relationship building
•
Managing both (Community!)

19. PR CONTAINS…
•
Brand storytelling (or content creation)
•
Relationship building
•
Relationship nurturing (community!)

21. Relationships are the key to
the “new” marketing.

22. ARE YOU A TRUSTED PERSON?
!
IS YOUR STORY RELEVANT?

23. HOW DO WE GAIN TRUST?
(Not this trust fall, I assure you.)

24. AUTHORSHIP
How Google determines (and trusts!)
that you are an authority.
Resource: raven.im/relauth

25. BECOME A
THOUGHT
LEADER
Build relevancy.
Built trust.

26. HOW DO WE CREATE RELEVANT
STORIES?
•
Participate in the conversation wherever
your audience is
•
Pay attention to social media
•
Answer every question your audience
has, even the ones they don’t know they
have.
•
Be authentic

27. BECAUSE YOU’RE AN AUTHORITY….
YOUR CONTENT IS DISCOVERED.
Marcus Sheridan: YouTube

28. BECAUSE YOUR CONTENT IS GREAT…
SOMEONE SHARES IT.

29. BECAUSE THEY SHARE IT…
YOU FIND THEM.

30. BECAUSE YOU FIND THEM AND BUILD RELATIONSHIP….
THEY BECOME A LIFELONG CUSTOMER,
WORD SPREADS.

31. BECAUSE WORD SPREADS…
THE CYCLE BEGINS AGAIN.

32. THIS PRODUCT WAS REALLY GOOD....
So good in fact, I’m going to take a photo of it and share it with everyone I know. And
maybe even a few I don’t.

33. TELL YOUR OWN STORY.
TELL IT WELL.
PEOPLE WILL SHARE.
RELATIONSHIPS WILL BE BUILT.
YOUR PRODUCT WILL BE FOUND.

34. ALISON GROVES
PRODUCT COORDINATOR
RAVEN INTERNET MARKETING TOOLS
ALISON@RAVENTOOLS.COM
@RAVENALISON