Social SEO- Enhancing Social Signals to Increase                    Search Traffic| 02.07.2013
Francis SkipperVP of Digital Marketing     617-259-1605     francis@451marketing.com     linkedin.com/in/francisskipper   ...
Search engine popularity has increased Worldwide, 1,722,071,000,000searches conducted on Google last year.                ...
Search Engine Results Page (SERP)SearchQuery PaidResultsOrganicResults
SEO: The Three C’sCode             Content    Connections
Concept: Digital Shelf Space                              YOUR                             BRAND YOURBRAND         YOUR   ...
1 Billion Users             500 Million Users
Social Media and Search: A Brief HistoryIndirect                          Queries           Social Media              Sear...
Social Directly Affects Search Resultsand Rankings                                     90mm+                              ...
Google+ Part of Logged-out Results
Tweeted URLS Earn Direct Links
Bing Results Show Posts by Facebook Friends
Digital Shelf Space: Expansion         YOUR                              YOUR        BRAND                             BRA...
Universal Search
Universal Search
Universal Search
Universal Search
Google No Longer Search Engine– Suggestion Engine
Facebook Graph SearchTaking Social Search to a New Level
Facebook Graph SearchTaking Social Search to a New Level
Facebook Graph SearchTaking Social Search to a New Level
How We Consume Information       Third Screen
Digital Shelf Space: Maximized         YOUR                              YOUR        BRAND                             BRA...
Ranking Variables
Link BuildingKeyword Research & TargetingContent Quality & Accessibility
Traditional Ranking Factors
Traditional Ranking Factors
Social         Link BuildingKeyword Research & TargetingContent Quality & Accessibility
AUTHORITY                                 external linking                               audience sentiment               ...
Social Ranking Factors• How many social followers/fans you have• How many re-tweets, likes, shares, +1s• Who is sharing yo...
Social Signals
Social Signals
How To:Optimize Social Properties and     Content for Search
Social Keyword Strategy
Choosing Social Keywords• Come up with a list of 10 keywords that  includes:    • 5 static terms you would like to rank   ...
Choosing Social KeywordsIn Google’s (free) Keyword Tool, we canenter general terms that relate to themain theme. The tool ...
Choosing Social Keywords• Before you solidify your list, you should  enter your keywords into the Google Trends  tool.• If...
Using Social Keywords
Optimize URLs
Optimize Blogs
Optimize Posts and Updates
Content Portability
Increase Social Signals Linking  Back to Your SiteASK!
Develop a Content Strategy
Portable ContentAnswers Popular  Questions –   “How To”
Portable ContentNewsworthy
Portable Content“Ride the News” – Trending Topics
Portable Content  Top 10s,  Best ofs,    andCountdowns
Make Sharing Simple!Links to social properties on website                                    Share buttons with content
Reward Social Sharing
Measure Social SignalsSegment social trafficin Google Analytics
Measure Social Signals
Optimize: Low Hanging Fruit
Facebook Open Graph
Likes,                                Shares,Social Signals                  Follows                 Social Media         ...
Using Paid to Enhance Social Signals
Takeaways:  1. 2013 is Year of Social Signals    Research keywords and social topics to inspire a social content plan  2. ...
Questions?
About 451 Marketing• Founded in 2004• National communications agency based  in Boston and representing Los Angeles,  New Y...
Integrated CommunicationsThe experienced team at 451 Marketing specializesin integrating public relations, social media, a...
2.7.13 Workshop: Social SEO
2.7.13 Workshop: Social SEO
2.7.13 Workshop: Social SEO
2.7.13 Workshop: Social SEO
Upcoming SlideShare
Loading in...5
×

2.7.13 Workshop: Social SEO

263

Published on

0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
263
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
7
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

2.7.13 Workshop: Social SEO

  1. 1. Social SEO- Enhancing Social Signals to Increase Search Traffic| 02.07.2013
  2. 2. Francis SkipperVP of Digital Marketing 617-259-1605 francis@451marketing.com linkedin.com/in/francisskipper @fskip www.451Marketing.com
  3. 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. 4. Search Engine Results Page (SERP)SearchQuery PaidResultsOrganicResults
  5. 5. SEO: The Three C’sCode Content Connections
  6. 6. Concept: Digital Shelf Space YOUR BRAND YOURBRAND YOUR BRAND YOUR BRAND
  7. 7. 1 Billion Users 500 Million Users
  8. 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. 9. Social Directly Affects Search Resultsand Rankings 90mm+ Google users see personalized SERPS
  10. 10. Google+ Part of Logged-out Results
  11. 11. Tweeted URLS Earn Direct Links
  12. 12. Bing Results Show Posts by Facebook Friends
  13. 13. Digital Shelf Space: Expansion YOUR YOUR BRAND BRAND YOUR YOUR BRANDBRAND YOUR BRAND YOUR BRAND YOUR BRAND YOUR YOURBRAND BRAND YOUR BRAND
  14. 14. Universal Search
  15. 15. Universal Search
  16. 16. Universal Search
  17. 17. Universal Search
  18. 18. Google No Longer Search Engine– Suggestion Engine
  19. 19. Facebook Graph SearchTaking Social Search to a New Level
  20. 20. Facebook Graph SearchTaking Social Search to a New Level
  21. 21. Facebook Graph SearchTaking Social Search to a New Level
  22. 22. How We Consume Information Third Screen
  23. 23. Digital Shelf Space: Maximized YOUR YOUR BRAND BRAND YOUR YOUR BRANDBRAND YOUR BRAND YOUR BRAND YOUR BRAND YOUR YOURBRAND BRAND YOUR BRAND
  24. 24. Ranking Variables
  25. 25. Link BuildingKeyword Research & TargetingContent Quality & Accessibility
  26. 26. Traditional Ranking Factors
  27. 27. Traditional Ranking Factors
  28. 28. Social Link BuildingKeyword Research & TargetingContent Quality & Accessibility
  29. 29. AUTHORITY external linking audience sentiment (and the other guys) ENGAGEMENT CONTENT geo-targeted content relevant keywordssocial media interaction unique copy and media
  30. 30. 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
  31. 31. Social Signals
  32. 32. Social Signals
  33. 33. How To:Optimize Social Properties and Content for Search
  34. 34. Social Keyword Strategy
  35. 35. 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.
  36. 36. 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.
  37. 37. 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
  38. 38. Using Social Keywords
  39. 39. Optimize URLs
  40. 40. Optimize Blogs
  41. 41. Optimize Posts and Updates
  42. 42. Content Portability
  43. 43. Increase Social Signals Linking Back to Your SiteASK!
  44. 44. Develop a Content Strategy
  45. 45. Portable ContentAnswers Popular Questions – “How To”
  46. 46. Portable ContentNewsworthy
  47. 47. Portable Content“Ride the News” – Trending Topics
  48. 48. Portable Content Top 10s, Best ofs, andCountdowns
  49. 49. Make Sharing Simple!Links to social properties on website Share buttons with content
  50. 50. Reward Social Sharing
  51. 51. Measure Social SignalsSegment social trafficin Google Analytics
  52. 52. Measure Social Signals
  53. 53. Optimize: Low Hanging Fruit
  54. 54. Facebook Open Graph
  55. 55. Likes, Shares,Social Signals Follows Social Media Page Ranking Likes, Shares,Paid Assists Follows Page Ranking Social Media & Conversions
  56. 56. Using Paid to Enhance Social Signals
  57. 57. Takeaways: 1. 2013 is Year of Social Signals Research keywords and social topics to inspire a social content plan 2. Incorporate SEO Across Platforms Optimize and socialize all content production (and integrate analytics) 3. ABO: Always Be Optimizing Establish organizational and interdepartmental goals. Cross train on SEO, social, and content posting
  58. 58. Questions?
  59. 59. 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
  60. 60. 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.
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×