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Posts Tagged ‘Paid Media and Owned Media Marketing’

How Earned, Paid and Owned Media Helps to Get Better SEO Results Faster

Friday, July 19th, 2013



Due to some crazy reasons, marketers and others tasked with the work of increasing brand awareness, have started believing that investments in search engine optimization (SEO), public relations (PR), outbound marketing, or advertising, work independently. In fact, there are many such brands which are managing these functions without any integrated planning and execution. Due to this, most of the enormous opportunities for effectively orchestrate these efforts for maximum impact get lost,most especially organic search.


Because it has been proved by many studies theeffectiveness of organic search in reaching new audiences, many will neglect the integrated approach for putting all their eggs in the SEO basket and thus, missing out on the most crucial way to leverage that investment.

Owned media and SEO:

Here, owned media encompasses of varied assets the brand maintains control and management of. Like, website, blogs, social media profiles, mobile applications, guest blogs, etc. So, anything which you can ‘put out there’ without grabbing eyeballs qualifies as owned media.

Optimization of owned media is crucial:

If any of these assets isn’t optimized for search then it means you are going on the wrong path. Why? Web users (your clients) do the searching in places beyond the changing environment of search engines google, yahoo and bing, where the brand is competing for visibility. They also find you on Twitter, LinkedIn, Google+, Pinterest, etc., where it is important that your brand should engaged in those topics which are relevant to your unique selling proposition.

Key point- The more places where the search engines find your brand, the more authority you will earn, which helps in increasing visibility and also contributes in search engine ranking.

Social media and search:

Social plays an imperative role in search. Search engines, especially Google, do not disclose exactly what queues their algorithms take from varied factors. The expert SEO professionals are continually testing, observing, and validating in order to come up with proactive search engine optimization methods, not just following other’s rule book.

Search engines have each published enough about how they see the “quality website”, social media and content in order to justify an integrated approach. We can thus take help from these entities.

Lead and not act as a follower:

In search, it is important to be a leader, rather than a follower. Those people who are actively finding opportunities in search, they will always be ahead of others when it comes about searching.

If you are engaged into the business of developing, testing, and analyzing performance trends of varied SEO methods, it pays to align yourself with those who are on the leading edge of the industry.

You have to determine that whether you will abide to white hat SEO techniques or take risks by following black hat SEO. Either way, the search will continue to include all digital assets and behaviour.

Earned media:

Majority of consumers around the world say that they rely on earned media, like recommendations received from friends and family. The more love you can attract from your customers, the more authoritative your brand becomes to clients and to search engines.

Social sentiment is quite a serious business:

Many times, you’ve heard this old adage, ‘ “It doesn’t matter what they are saying as long as they are spelling my name correct.” This may you find true in the public relations world, if you only want to attract eyeballs. And at the same times, it is true in search also. But nowadays, time has recently changed.

What your audience is saying about your brand is as important as who is saying it. How search engines leverage sentiment in search remains is still not clear. However, you can be assured that sentiment is important.

Optimization is important:

Social media may be known to be one of the most crucial channels to earn favor with audiences. However, the relation between social media and owned assets greatly influence search the most.

On-site reviews, comments, photo sharing, conversations along with Facebook Likes, Google +1′s, and bookmarking of the website and its content (owned media) will have major impact on the quality of a website in the eyes of search engines. It is important to write good content to get maximum exposure from social platforms. It is also needed to tightly integrate and strategically planned in order to extract benefits and gain top position in search.

People usually overlook the aspects of social media optimization (SMO). Usually, most of the marketers are either un-informed or un-interested and therefore, are not tapping benefits of social to build qualified audiences. This needs the social media marketer to think like an SEO and makes use of right keywords and phrases to benefit the brand. Since most marketers have insufficient information on SEO, they miss this opportunity.

Optimization is a crucial part of each social media profile, posts and comments which are there on social platforms. It is incumbent upon the brand to clearly detail the conversation and tone, generating the content for audiences that sparks engagement, favorable reaction and sharing.

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