20 February 2012
A content strategy is crucial for social search
Search Engine Strategies (SES London), which started today, runs over five days and covers four key areas: Local / Mobile, Social Media, SEO and Paid Search. Top and tailing the event is an onsite training day (starting today) and a Social Media Summit on Friday.
On Wednesday, I’ll be speaking at SES London about how a content strategy plays an important role in social search (and therefore the bigger search picture). Alongside two search marketers, Chris Boggs from Rosetta in the US and Krista LaRiviere from gShift Labs in Canada, my role on the panel will be very much geared along the communications route, focusing on how content strategy and social search fit into a wider marketing and PR plan.
Content strategy is a bit of a buzzword at the moment, however it’s not a new practice. Just like social media really…
Content, which incorporates written words, audio, video and images, is what makes the internet rich. Well, it’s what makes the internet full stop. If you have a website (and who doesn’t), then you are a publisher of content and should be thinking, planning and implementing that content in a strategic way alongside wider business objectives.
But, how does that play into social search? Which is after all, what the session at SES London is about. The main search engines, Google, Bing and Yahoo! all integrate social media into organic search results to some extent. At one point, Google did have a very important relationship with Twitter where tweets were displayed in search results in real time, however Twitter has since decided not to renew that agreement and keep that data to itself. However, you will still see Twitter profiles, Facebook content, Flickr pictures, YouTube videos and so on displayed in search results. It’s these rich listings that are more likely to grab a users attention and entice a click-through than a generic plain text search result.
Then you also have to consider resources you wouldn’t normally think of as a search engine. Did you know that YouTube (owned by Google) is the second biggest search engine in the world? People also search for content in iTunes (audio and video content), on Facebook, in Google images etc.
These are all dynamic ways of getting your brand to new and returning customers, and this is why a content strategy is crucial for social search.
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