SEO Salaries, Are You Measuring Up?

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The demand for SEO professionals continues to rise across the country, but what markets really provide the best opportunity? The SEO Salary Guide presented by Onward Search offers a look at what cities have the highest volume of SEO jobs, which titles are in the highest demand, and what the earning potential is for each segment. Download the guide here to focus your job search efforts or share with fellow SEOs.


Measuring your Social Media Results: ROI

I’ve recently been asked by one of my clients to send them the ROI for our Social Media Campaign that’s been running since the beginning of the year. Phew! Ok, where to begin? The ability to align social measurement with the same metrics you use to measure your other marketing channels is a powerful tool to have. Now finding the numbers and standing behind those numbers are little difficult to find.

I’ve got Google Analytics, Facebook Insights, and Hootsuite analytics. Some of the numbers don’t aligh and some do. That’s where I see the problem. There are so many different ways to enter into a site, to navigate through the site, to engage on the site and then exit or even share the sites. How are all of these different tools I’ve got going to align so that I can show my client what they are getting for the money they are spending.

Last year I read that a facebook fan who likes a business page is worth $134 for the whole year. Now, that number is down to about $8-$12 per “like”. Now a typical Facebook tile ad that I create costs about $0.89 per click. Social media software publisher Vitrue ran some numbers. According to their research, if a brand had one million “likes”, posted twice a day and applied a conservative CPM estimate of $5, then an individual fan was worth $3.60 per year. Research firm, Hotspex, issued a study that estimated an earned media value of $6.79. Those reports mainly examined consumer-facing brands.Again, how do I measure how much profit my client will actually make via having a facebook page?

My head starts to spin when I read all the white papers that are out there. My BIGGEST suggestion to those that are int his same quandry is to IGNORE any article that is more than 3 months old. I’m sorry, but if you read something that was published in 2009 or even in January of 2011, you’re already way behind. Social Media is like a wildfire, it catches so much momentum that its spread so far beyond our capabilities to slow it down. If youa re not constantly learning and reading about what is going on right now in social media, you are already behind.

Now, Facebook JUST changed its Ads Manager and insights page again, this time I love it. It’s got improved performance graphs, new, real-time measurements and inline ad management. I can even see all of the ad creative that I’ve uploaded since the beginning of any campaign.

Check out the new Facebook Ads Manager, it won’t disappoint and I suggest you take a look at it SOON, because it just might change AGAIN soon.

So, how are you measuring social media? Are you using any new tools? I’d love to know! I’m still researching for the best ones out there.

Local Business Directories

For those who wonder…how does that information about my business / person get into a search engine…here’s some food for thought.  Local business directories play a critical role in feeding information to the search engines.

The hottest area of search is that “Local results” are critical.  This has carried through to the big search engines like Google and Yahoo.  Google spiders – or investigates, local and statewide business directories.   This is why it is so important to not only be listed in these various directories, but to have a full detailed listing with correct phone and address information.

Most of these directories are free, although some require a small fee.  I’d advise against paying unless it is a very targeted, specific directory for your business.

These directories play into the whole SEO scenario. It’s really more of getting your name, business and information out to consumers the fastest way possible. Monitoring and maintaining Profile Management on all of these local sites will help Google’s little crawlers grab your information and push you further to the top, which is where you want to be!

Like Ricky Bobby used to say:

“if you’re not first- you’re last!”

Get Listed With Local Search Engines, Directories and Providers

Remember to:

  • Add all information that is pertinent to your customer
  • Create a well balanced listing
  • Claim your listings if they are already on the site
  • Add photos
  • Add Links
  • Check what your competitors have on their sites as well as other sites that they are linked to via their back links

Here’s an Example from of a pizza company in New York. They’ve done an excellent job of creating buzz around their listings on more sites than just Yelp or Google.


Social Media Trends

Thanks Nick from Fox CT for this great find and read…

Social Media Trends from 2010

The escalating, evolving social media landscape is being driven largely by two interconnecting ubertrends: social monetization and social ubiquity. We define social monetization as social applications, programs, platforms, and features that drive revenue and ROI. Social ubiquity is the proliferation and convergence of the social web across platforms, devices, and channels. Privacy matters are also a critical trend to watch; as the web becomes more social, more personal data are being captured and shared with marketers eager to apply social data and profiles to marketing efforts — which, in turn, could be cause for increased attention and concern.

Ubertrend: Social ubiquity
Social media is becoming ubiquitous across channels, platforms, programs, and all else digital. It will continue to converge across digital platforms, from websites to search, mobile, display media — even TV and in-store. Partnerships and technology that can be integrated across platforms and within existing channels will fuel this continuance.

Recent notable developments include the convergence of social and search. Social media has for some time influenced search results, but the recent Facebook and Bing partnership takes it a few steps further to bring “like” data and profile searches to Bing (which, in turn, makes “like” campaigns that much more valuable).

Currently (where relevant), search results will feature a Facebook module that shows you what your friends have liked as it relates to that search. For marketers, this enhances and extends the value of the “like” to search, increasing the importance and focus on driving “likes.”

The ability to parse social data into more relevant and useful search results will improve the value of social search, as well as drive new innovations and entries into this market. It is an interesting extrapolation and marketing enablement of the power of word of mouth.

This parsing of social data as it applies to digital marketing and advertising has also been seen in applying the social graph to display advertising targeting from such companies as Media6Degrees and XGraph.

Social is also converging in the display ad category, and we will see more socialization features and applications in creative and interactive executions. An example of this is in a recent Mountain Dew campaign featuring display ads that incorporate Facebook’s “like” icon.
Email is also not excluded from this convergence. At some point, forward-to-a-friend and other sharing mechanisms became basic email marketing components. However, these functionalities have now escalated to enable further integration and connection with social networks and platforms. This can be particularly effective if tied to some incentive or promotion. For example, a recent campaign of ours included an email that went out to registrants about entering a sweepstakes. To enter, they simply click on a Facebook or Twitter “share” button in the email. Then, the sweepstakes can be further promoted via their friends and followers.
Another example of what convergence can bring is demonstrated by Premier Retail Networks’ (PRN) recent partnership with LocaModa to create a cross-channel, place-based social media platform in supermarkets. This effort integrates social, mobile, and in-store, as well as the other potential channels used to promote it.

The result of all this is that there is almost no digital marketing effort where social media integration will not have an impact, from the upfront planning to execution and measurement. Indeed, social media will become so ubiquitous that it will struggle to be defined singularly. Media and marketing will be social.

Gen Y Affluent Influences Marketing Dollars

Some 81 percent of affluent Generation Y adults logs on to Facebook daily.

That comes from an L2 Think Tank report released last week about how this demographic consumes media.

This group appears to pay more attention to Facebook than any other type of media. Those who log on to the site every day amounted to nearly double those who on watch television on a daily basis.

The same goes for how Facebook compares to blogs and newspapers, which seems like less of a surprise, given the age group of the study.

L2 surveyed 535 people, with an average age of 27 and an income that the researcher calls “on a trajectory to earn more than $100,000 in the short term and double their income within the next five years.”

Knowing their income potential makes the following statistics very juicy for marketing types: 63 percent of the survey respondents use social media to interact with brands. More than half of them say that Facebook — plus blogs and brand videos — impacts their opinions of products.

This group does have some fans of the written word, and four out of five of those who read news on a daily basis get it from digital sources. Almost half of the survey respondents read blogs every day.

Social Media for Businesses

In our web 2.0 world, the business landscape has changed. Consumers refuse to be interrupted anymore – demanding that brands engage with them. People do business with people they like, know, and trust. By utilizing the social media tools available to all of us, businesses can become human. By creating valuable content and engaging with customers where they are, businesses are creating real relationships, resulting in real trust. This presentation offers a high-level overview to where we’ve been, where we are, and we’re we are going in social media. It gives simple-to-follow steps to start implementing social media into a business. It’s not comprehensive, but can help a business…

This is definitely one of my favorite slides! Take a look and try some of these tips out for yourself.

Facebook Ad Glossary

Facebook ads- Let’s start with the basics! Here is a list of keywords Facebook has put together to help you navigate posting and monitoring your ads.

Campaign: The title you’ve given your ad campaign.

Status: Your campaign can be “active” (running), “paused” (temporarily stopped but able to be restarted), or “deleted” (permanently stopped).

Budget: The amount you’ve indicated you’re willing to spend on that campaign per day. You’ll never be charged more than this amount.

Impr.: Impressions, or the number of times the ads in this campaign have been shown to users on the site.

Social %: The percentage of impressions where the ad was shown with a “social story” about one or more friends who were associated with the content you’re advertising (e.g. Jane Smith likes this Page).

Clicks: The number of times users have clicked on the ads in this campaign.

CTR (%): The click-through rate for your campaign. This is calculated as the number of clicks received divided by the number of impressions.

Avg. CPC: The average cost per click for this campaign. This is calculated as the amount spent divided by the the number of clicks received.

Spent: The total charges accrued by this campaign.