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2.7.13 Workshop: Social SEO

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  • 1. Social SEO- Enhancing Social Signals to Increase Search Traffic| 02.07.2013
  • 2. Francis SkipperVP of Digital Marketing 617-259-1605 francis@451marketing.com linkedin.com/in/francisskipper @fskip 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. Universal Search
  • 15. Universal Search
  • 16. Universal Search
  • 17. Universal Search
  • 18. Google No Longer Search Engine– Suggestion Engine
  • 19. Facebook Graph SearchTaking Social Search to a New Level
  • 20. Facebook Graph SearchTaking Social Search to a New Level
  • 21. Facebook Graph SearchTaking Social Search to a New Level
  • 22. How We Consume Information Third Screen
  • 23. Digital Shelf Space: Maximized YOUR YOUR BRAND BRAND YOUR YOUR BRANDBRAND YOUR BRAND YOUR BRAND YOUR BRAND YOUR YOURBRAND BRAND YOUR BRAND
  • 24. Ranking Variables
  • 25. Link BuildingKeyword Research & TargetingContent Quality & Accessibility
  • 26. Traditional Ranking Factors
  • 27. Traditional Ranking Factors
  • 28. Social Link BuildingKeyword Research & TargetingContent Quality & Accessibility
  • 29. AUTHORITY external linking audience sentiment (and the other guys) ENGAGEMENT CONTENT geo-targeted content relevant keywordssocial media interaction unique copy and media
  • 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. Social Signals
  • 32. Social Signals
  • 33. How To:Optimize Social Properties and Content for Search
  • 34. Social Keyword Strategy
  • 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. 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. 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. Using Social Keywords
  • 39. Optimize URLs
  • 40. Optimize Blogs
  • 41. Optimize Posts and Updates
  • 42. Content Portability
  • 43. Increase Social Signals Linking Back to Your SiteASK!
  • 44. Develop a Content Strategy
  • 45. Portable ContentAnswers Popular Questions – “How To”
  • 46. Portable ContentNewsworthy
  • 47. Portable Content“Ride the News” – Trending Topics
  • 48. Portable Content Top 10s, Best ofs, andCountdowns
  • 49. Make Sharing Simple!Links to social properties on website Share buttons with content
  • 50. Reward Social Sharing
  • 51. Measure Social SignalsSegment social trafficin Google Analytics
  • 52. Measure Social Signals
  • 53. Optimize: Low Hanging Fruit
  • 54. Facebook Open Graph
  • 55. Likes, Shares,Social Signals Follows Social Media Page Ranking Likes, Shares,Paid Assists Follows Page Ranking Social Media & Conversions
  • 56. Using Paid to Enhance Social Signals
  • 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. Questions?
  • 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. 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.