Social Media Management and Search Engine Optimization

SEO and Social Media Marketing

Social Media Management

Simpson Square has been at the leading edge of SEO and new media marketing since our founding. We believe branded content—creative developed for and delivered directly to our clients’ target audience—is the most effective use of their resources. Not only is it measurable with hard data, but it also provides the greatest return on investment.

When it comes to social media management, we believe planning and process are important…but not at the expense of production. Simply put, social media is fast paced and interactive. Purpose trumps plan. Engagement is action. And evolution is a necessity. As such, our approach to managing effective social media campaigns is clear and focused:

• Understand our client
• Define desired outcomes
• Develop action Items
• Do the work
• Measure results
• Respond and adapt to trends

Common deliverables of our social media management services include: measurement of existing social media efforts and online visibility; assignment of roles and responsibilities; development of an editorial calendar; improving visibility of key spokespeople; increasing the number “Friends,” “Likes,” “Follows,” and “Connections” on social media channels; social media training; documentation of protocol for responding to negative posts; regular tracking of social media activity, with monthly reports; content development; consulting on integrating current and future public relations and marketing initiatives into social media efforts for broader reach and greater value (e.g., videos, collateral, press releases, event promotion, etc.); and identification of online partnership opportunities.

Search Engine Optimization

There are two components of SEO: onsite SEO and offsite SEO. Onsite SEO ensures that your site is populated with words and terms that improve the site’s performance with search engines. Factors range from content relevancy to on-page keyword ratio, keyword appropriate title tags, meta descriptions, page element tags, and minimizing HTML elements. Offsite SEO includes PPC advertising and generating influential inbound links. As part of any SEO program Simpson Square continually tracks keyword efficacy and updates the client website to ensure that proper keywords are being weighted and utilized effectively to maximize organic search positioning. We also drive inbound links by creating listings in directory websites and, when appropriate, distributing content through other reputable websites through guest posts and wire services.

Pay Per Click Advertising

When done correctly, pay-per-click (PPC) advertising, whether through Google AdWords, Facebook, or some other service, is the most cost efficient way to attract new clients and obtain a higher ranking in search results. Google AdWords is the most popular of the PPC programs. The goal of Simpson Square’s PPC Management Program is to generate the best ROI for clients by targeting the proper keywords, generating effective lead capture pages, and leveraging the relationship between paid search, organic search, and a well-optimized website. Routine tasks will include:

• Ad creation
• Ad group development
• Conversion tracking
• Daily spend analysis
• Daily campaign monitoring

AdWords management is a fluid process that requires daily maintenance to ensure that we can effectively achieve the lowest rates per bid available for our clients. AdWords campaigns are also very measurable. Simpson Square works with all of our clients to classify a successful “conversion,” which will allow us to continually update benchmarks throughout the contract.

Blog Creation and Maintenance

For companies looking to raise their visibility and build more meaningful relationships with existing and prospective clients, blogs represent a fresh, engaging opportunity to share a broader range of content in a way that can appeal to a wider audience. They are also a great way to control your message and share news and industry knowledge.

From an SEO standpoint, blogs are page-generating powerhouses that create searchable content and help build your website rank with major search engines, such as Google and Bing. That’s why we make sure our writers are skilled at writing search-engine friendly (SEF) content that not only resonates with readers but is also relevant to them. But writing good posts and running an efficent campaign that gets results are different things, which is why we work with clients to draft an editorial calendar for generating focused blog content that aligns with your business goals while still appealing to your target audience.