Advanced SEO And Social Media Integration
1 like1,527 views
The document discusses the integration of SEO and social media, highlighting the shift from a search-based to a social-based online environment. It emphasizes the importance of content marketing, social sharing, and the role of social signals in influencing search engine rankings. Marketers are encouraged to optimize their content for sharing and build a trusted presence in social media to enhance visibility and engagement.
Advanced SEO And Social Media Integration
- 1. Advanced SEO And Social Integration Social Fresh Charlotte 2011
- 2. Presented By Roy Morejon, President Brandon Uttley, CEO http://commandpartners.com
- 3. Quick Intro SEO is about reaching customers in organic search Organic search is one spoke in the hub Organic search, like all the other hubs, requires outstanding relevant content Content marketing is the foundation of all marketing channels today
- 4. Social media is about sociology and psychology rather than technology. —Brian Solis
- 5. Social Sharing Is Driving Growth We are in the midst of a massive shift online from a search and intent-based world to a social, people based world Social represents a huge opportunity for brands and websites to get increased exposure at a fraction of the cost of other methods
- 6. Social Proof Pages That Display Tweet Buttons See 7x More!Social!Mentions (BRIGHTEDGE) Sites that featured social sharing for products experienced 3.6% growth in site traffic, versus 0.3% for those that have yet to adopt (L2 Think Tank) Google reports that the average consumer is discernibly influenced by 10.4 discrete pieces of information—up from 5.3 sources a year ago (Google Insights)
- 7. Diversity of Search Experience Think about the richness of the search experience today Compared to bland search results made up mostly of just web pages several years ago With Google in particular, Universal Search, Personalized Search, Social Search, Instant Search, Local/Mobile, Preview and even the currently suspended Real-Time Search all factor together to!give users what they’re looking for
- 8. Competing With Strong Sites Source: SEOMOZ
- 9. Web Page Anatomy Source: SEOMOZ
- 11. SEO is an amplifier and catalyst to Social Media and Content Marketing Smart marketers know how and when to apply SEO best practices to extend the reach of their social media efforts Make all your content searchable—but more importantly, shareable
- 12. Where to start?
- 14. Google Social Analytics Social Engagement Social Actions Social Pages Compare visitor behavior How many clicked on Which site pages sharing buttons within a received social-sharing Those who click on specified date range clicks in a given period sharing buttons vs. those who do not Compare for each social Determine your best/ source and social source- most shared content Do they convert higher? action combination
- 15. Google Social Analytics http://bit.ly/gasocial
- 17. Google Social Content & Connections www.google.com/s2/search/social
- 20. What’s Working?
- 21. Most Important Social Media Factors Source: SEOMOZ
- 22. Trust Factors Everything you do online should be done to increase the trust that others have in you “Others” includes both human visitors and search engine spiders When you have the trust of those two audiences, you’re perfectly positioned for long-term success On the social web you have to participate and not just listen to others
- 23. Google
- 24. Social Authority An author’s authority on social networking sites is influencing traditional SEO Social shows authority—not relevance !Social signals at best will show that something is “rank worthy”
- 25. What Are Social Signals? How Google and others are quantifying social networking authority as a ranking factor within traditional search engine results page Trusted endorsements—Just like in real life, the opinions of people in their "circles" influence the decisions they make
- 27. Google+ An identity service Annotations from your networks Ratings, reviews New sharing features for sites
- 28. Google+ A social network made by Google impacts search (Chris Brogan) Google has all the data necessary to change search engine results based on social media
- 29. Google+ Social connections may improve click-through rates on search ads and organic listings Traffic is pre-qualified and may increase the engagement of the person on a site! Search engines trust the “social web”
- 38. Facebook Evidence that some Page content gets crawled Good news: everything (just about) is potentially indexable via Open Graph
- 39. Facebook Open Graph Activities People Businesses Places Groups Products/Entertainment Organizations Websites http://graph.facebook.com
- 40. { "id": "36603131", "name": "Jason Keath", "first_name": "Jason", "last_name": "Keath", "username": "jasonkeath", "gender": "male", "locale": "en_US" } http://graph.facebook.com/jasonkeath
- 42. Facebook Optimization Fill out all Page profile information Choose your page title and URL carefully Use best practices for sharing (photos, videos, comments, likes)
- 43. Twitter Tweeted links get discovered and indexed more quickly Tweets from high-authority accounts that get lots of RTs act as links (Google & Bing)
- 47. Slideshare Very good for long-tail keywords Multiple opportunities for keyword placement Content/text transcription
- 52. Well indexed for keywords Good opportunities for keywords in URLs Quora annotations shown in search results
- 55. Goals of Online Marketing Who: The customer 2.0 What: Conversions and brand loyalty Where: Online and on the street When: Today and the days to come Why: To make sales and build brand awareness How: Content, conversation, positive (trans/inter) actions and actionable measurement How Not: Explicit sales or advertising or online social behaviors Source: TopRank Online
- 56. To Sum Up Social media is impacting search results You need to build an active, engaged presence on social media sites Optimize your site(s) for social media sharing Encourage users to share your content Don’t give up on traditional SEO!
- 57. Any questions?
- 58. Thank You! http://commandpartners.com @RoyMorejon @BrandonUttley @CommandPartners facebook.com/commandpartners linkedin.com/company/command-partners