How to Create a Dynamic Social Keyword Strategy 2.19.13

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When you’re planning marketing communications, it is increasingly important to optimize every outlet that might populate or affect your company’s search results or “digital shelf space.” As social …

When you’re planning marketing communications, it is increasingly important to optimize every outlet that might populate or affect your company’s search results or “digital shelf space.” As social signals become more and more prevalent in determining organic search results and rankings, it’s essential for companies you to create a dynamic keyword strategy for social media campaigns.

Join Max Silver, Social Media Marketing Specialist at 451 Marketing, as he outlines:
The increasing impact of social media on search engine results
How to define the top keywords for your social media campaigns
How to craft and execute your brand’s strategy to enhance posts’ rankings in search engines

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  • Build out this concept verbally
  • Intro to 451 Marketing
  • Intro to 451 Marketing

Transcript

  • 1. Social SEO- Enhancing Social Signals to Increase Search Traffic| 02.07.2013
  • 2. Max SilverSocial Media Specialist 617-329-9835 msilver@451marketing.com www.linkedin.com/in/maxesilver @maxesilver www.451Marketing.com
  • 3. Search engine popularity has increased Worldwide, 1,722,071,000,000searches conducted on Google last year. (Yes, that’s trillion) 4,717,000,000 Per Day
  • 4. Search Engine Results Page (SERP)SearchQuery PaidResultsOrganicResults
  • 5. SEO: The Three C’sCode Content Connections
  • 6. Concept: Digital Shelf Space YOUR BRAND YOURBRAND YOUR BRAND YOUR BRAND
  • 7. 1 Billion Users 500 Million Users
  • 8. Social Media and Search: A Brief HistoryIndirect Queries Social Media Search TrafficDirect SEO Social Media Search Results Likes, Shares,Social Signals Follows Social Media Page Ranking
  • 9. Social Directly Affects Search Resultsand Rankings 90mm+ Google users see personalized SERPS
  • 10. Google+ Part of Logged-out Results
  • 11. Tweeted URLS Earn Direct Links
  • 12. Bing Results Show Posts by Facebook Friends
  • 13. Digital Shelf Space: Expansion YOUR YOUR BRAND BRAND YOUR YOUR BRANDBRAND YOUR BRAND YOUR BRAND YOUR BRAND YOUR YOURBRAND BRAND YOUR BRAND
  • 14. Facebook Graph SearchTaking Social Search to a New Level
  • 15. How We Consume Information Third Screen
  • 16. Digital Shelf Space: Maximized YOUR YOUR BRAND BRAND YOUR YOUR BRANDBRAND YOUR BRAND YOUR BRAND YOUR BRAND YOUR YOURBRAND BRAND YOUR BRAND
  • 17. Social Ranking Factors• How many social followers/fans you have• How many re-tweets, likes, shares, +1s• Who is sharing your content, their authority, their reputation• Popularity and quality of content• Timeliness and “trust” of content• Patterns
  • 18. Social Keyword Strategy
  • 19. Choosing Social Keywords• Come up with a list of 10 keywords that includes: • 5 static terms you would like to rank for throughout the year • 5 flexible terms that change with the content on your site or blog.• Start this process by checking your Google Analytics account and finding your top keywords• Round off your list with “must win” keywords. These are terms you would like to consistently rank higher.
  • 20. Choosing Social KeywordsIn Google’s (free) Keyword Tool, we canenter general terms that relate to themain theme. The tool will then listsuggestions for related keywords as wellas their search volumes.
  • 21. Choosing Social Keywords• Before you solidify your list, you should enter your keywords into the Google Trends tool.• If the graph shows very little activity for “head” terms, you may want to reconsider using them.• Low activity on “long tail” terms may be an avenue of opportunity
  • 22. Using Social Keywords
  • 23. Using Social Keywords
  • 24. Optimize URLs
  • 25. Optimize Blogs
  • 26. Optimize Posts and Updates
  • 27. Success Stories
  • 28. Success Stories
  • 29. Success Stories
  • 30. Success Stories
  • 31. Takeaways: 1. 2013 is Year of Social Signals Research keywords and social topics to inspire a social content plan 2. Define a Social Keyword Strategy Build out both static and flexible keywords to use across social platforms 3. ABO: Always Be Optimizing Constantly be using your social keyword strategy, as well as updating your flexible keywords based on trends
  • 32. Questions?
  • 33. About 451 Marketing• Founded in 2004• National communications agency based in Boston and representing Los Angeles, New York, San Diego, and Las Vegas• Managing Partners Nicholas Lowe, AJ Gerritson, and Tom Lee• Named a 2011 and 2012
  • 34. Integrated CommunicationsThe experienced team at 451 Marketing specializesin integrating public relations, social media, andsearch marketing tactics into dynamiccommunications campaigns.We work with brands to build awareness, engagecustomers, and drive business using custom,integrated communications campaigns.