Koen Verbrugge (Wijs) - Search and Social grow towards each other. 5 essential Focus Points for the SEO- & Online Marketeer

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Search and Social grow towards each other. 5 essential Focus Points for the SEO- & Online Marketeer. Koen Verbrugge at Search University

Search and Social grow towards each other. 5 essential Focus Points for the SEO- & Online Marketeer. Koen Verbrugge at Search University

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  • 1. 1
  • 2. HI! I am Koen, Consultant @ Wijs.
  • 3. But!The little blue bird calls me @Koen_Verbrugge
  • 4. SEO & itSocialHow to make to the serps? 14h – 14h20
  • 5. On the menu: Social, since 2009 ‣ What hurdles? Why? 2012 & beyond ‣ How to adapt your work? Do it for the people ‣ Google screws agencies who screw people!
  • 6. 1 ‣ Why some SEO’s got stuck: 3 reasons to not stay behind 6
  • 7. 1 ‣ Why the nostalgia? Universal VS Personal 7
  • 8. ‣ Does my keyword rank? Popularity Relevance } Reliable rankings: Volume x Position x conversion % = $€££ 8
  • 9. ‣ Does my keyword rank? Popularity Relevance } Reliable rankings: Volume x Position x conversion % Location = $€££ Language Previous searches } Contextual rankings: ok, It still kinda works... Topicality + I can use this to win from giants. 8
  • 10. ‣ Does my keyword rank? Popularity Relevance } Reliable rankings: Volume x Position x conversion % Location = $€££ Language Previous searches } Contextual rankings: ok, It still kinda works... Topicality + I can use this to win from giants. Preference Patterns Social Sphere } Social rankings: Aargh Google changed the game on me! 8
  • 11. ‣ Does my keyword rank? g s Popularity Relevance } i Reliable rankings: k n Volume x Position x conversion % Location a = $€££ n Language Previous searches } e R Contextual rankings: Topicality B y ok, It still kinda works... + I can use this to win from giants. y e PreferenceB Patterns Social Sphere } Social rankings: Aargh Google changed the game on me! 8
  • 12. 1 ‣ Why the nostalgia? Privacy VS Keywords 9
  • 13. ‣ What’s that search volume like? Keyword not provided: 3-30% not provided? Easily Male? Up to 3X more secretive B2B sites? -20% of keywords Not prov ided 10
  • 14. ‣ What’s that search volume like? Keyword not provided: 3-30% not provided? Easily Male? Up to 3X more secretive B2B sites? -20% of keywords + Firefox update Default privacy setting = 25% Market share! Not prov ided 10
  • 15. ‣ What’s that search volume like? Keyword not provided: 3-30% not provided? Easily Male? Up to 3X more secretive B2B sites? -20% of keywords + Firefox update Default privacy setting = 25% Market share! Not prov ided + Cookie law coming... 10
  • 16. ‣ What’s that search volume like? rd s o Keyword not provided: w y 3-30% not provided? Easily K e Male? Up to 3X more secretive B2B sites? -20% of keywords y e + Firefox update e B Default privacy settingB y Not prov ided = 25% Market share! + Cookie law coming... 10
  • 17. 1 ‣ Why the nostalgia? Authority VS Recency 11
  • 18. ‣ Why are the newbies above me?Authority does not help when competitionis:1. Fast: QDF: Query deserves freshness2. Lean: Newsjacking3. Popular: Social shares 12
  • 19. ‣ Why are the newbies above me? taAuthority does not help when competition sis: S i ë e1. Fast: QDF: Query deserves freshness y B2. Lean: Newsjacking e y3. Popular: Social shares B 12
  • 20. 13
  • 21. No moreKeywords X Rankings =Traffic 13
  • 22. No moreKeywords X Rankings =TrafficNo moreContent that doesn’tspeek for the brand (buthas a clear keyword). 13
  • 23. We need to be1. More relevant2. Less keyword focussed3. More continuous 14
  • 24. We need to be1. More relevant2. Less keyword focussed3. More continuous 14
  • 25. We need to be1. More relevant2. Less keyword focussed3. More continuous Social Media Optimization anyone? 14
  • 26. ‣ Edgerank hijacked Did you know: Brands reach only 7.49% of fans? X X =Relevance Engagement Timing Results Friends Comments Since post Clicks/comment: 14 Fans Since interaction Likes Clicks/like: 3 Viral Impression Clicks/impression: 0,005 15
  • 27. ‣ Edgerank hijacked FB shares & page authority have same correlation. X X =Relevance Engagement Timing Results Topics, Social Shares, Launch, G+ > FB Share > TwitterInfluencers, Link, CTR&Bounce. Audience. Maintain. 16
  • 28. 2 ‣ 2012 & BeyondHow to make it work? 17
  • 29. 2 ‣ How to make it work? Needs before keywords “I love the keyword, but it doesn’t actually match my product” 18
  • 30. ‣ Research relevant topics 1. Brand identity + Product portfolio = Tone of voice + Basic proposition + Product-priorities 19
  • 31. ‣ Research relevant topics 1. Brand identity + Product portfolio 2. Market research = User needs + Perception + Product use 19
  • 32. ‣ Research relevant topics 1. Brand identity + Product portfolio 2. Market research 3. The topics that unite client & visitor 19
  • 33. ‣ What kind of topics?Segment topics: Map topics to goalsComparable to SEA Campaigns: Comparabel to communication strategies: •Targeted on specific needs • On category needs •For maximum conversion. • On competitive advantages •Warning; Content can have more purposes • On Conversions • On Testimonials & advocacy • On earned media
  • 34. ‣ Strategic topic-clusters: Brief exampleBenefit: To be exploited Ambitions: To be used Needs: To be used Trigger: To be used in CTA A"ract Acquire Engage Convert Deliver Upsell ReferralProbleem? Op=es? Evalueer? Kies? Koop  /  test Vul  aan Vertel  verder Topic Topic Topic Topic Topic Topic Topic Topic Topic Topic Topic Topic Topic Topic
  • 35. What people need? We place it right where we want them. Now ‘Let them find it’. 22
  • 36. 2 ‣ How to make it work? Words for the Needs “I love how the content tells the brand story, but will it attract traffic?” 23
  • 37. 2 ‣ How to make it work?Words & authors Words for the Needs “I love how the content tells the brand story, but will it attract traffic?” ...attract the potential buyers?” 23
  • 38. ‣ 2012 & Beyond‣ Prepare for maximum (social) search reach 1. We need to speak the same language Use social monitoring & user surveys 24
  • 39. ‣ 2012 & Beyond‣ Prepare for maximum (social) search reach 1. We need to speak the same language 2. We need to communicate through google Broad adwords campaigns help discover keywords 24
  • 40. ‣ 2012 & Beyond‣ Prepare for maximum (social) search reach 1. We need to speak the same language 2. We need to communicate through google 3. You’ll need the power of the people Reach out to influentials for credibility and distribution 24
  • 41. ‣ 2012 & Beyond‣ Prepare for maximum (social) search reach 1. We need to speak the same language 2. We need to communicate through google 3. You’ll need the power of the people Optimised for research & referral 24
  • 42. Is your content mutually beneficial, believable, targeted? 25
  • 43. Is your content mutually beneficial, <- Go Back believable, Go Further -> targeted? 25
  • 44. 2 ‣ How to make it work? Make words sticky “Will it stand out? Is it a viral?” 26
  • 45. ‣ 2012 & Beyond‣ To reach is to multiply: 1. On the result pages? CTR affects rankings, Metadata affects CTR. 2. On social sites? The right image, timing & meta-data cause shares, Shares affect rankings. 3. On the content itself? Is it shareable? Do you ask? Is there any benefit to sharing it? 27
  • 46. Social shares are powerful, but have a short fusebe sure to Jumpstart your subject.
  • 47. ‣ 2012 & Beyond‣ On the result page: Use the backchannel + Make it about ‘us’ 29
  • 48. ‣ 2012 & Beyond‣ On the result page: Use the backchannel + Make it about ‘us’ 29
  • 49. ‣ 2012 & Beyond‣ On the result page: Use the backchannel + Make it about ‘us’ 29
  • 50. ‣ 2012 & Beyond‣ On the result page: Use the backchannel + Make it about ‘us’ Sales 29
  • 51. ‣ 2012 & Beyond‣ On the result page: Use the backchannel + Make it about ‘us’ Sales Links 29
  • 52. ‣ 2012 & Beyond‣ On the result page:Use Markup in your CMS + Let an authority write for you = Be noticed (rich snippet) Use the network (social) 30
  • 53. ‣ 2012 & Beyond‣ On the result page: Gather an audience + Cater to the public = Get testimonials (rich snippet) Enlarge the network (social) 31
  • 54. One validation leads to the next, we call it viral.Viral is never promised but alwaysfacilitated.
  • 55. ‣ 2012 & Beyond ‣ On the social sites:Use FB Markup in your CMS + Make it work for you • High contrasting pictures. • Clear call to interaction/Tease please. (Why/How/would you?) • Use interpunction in micro-copy / It draws attention. • Make it singleminded 33
  • 56. ‣ 2012 & Beyond ‣ On the social sites: Adapt copy if necessary +(fire the copywriter if necessary) Make it work for you • High contrasting pictures. • Clear call to interaction/Tease please. (Why/How/would you?) • Use interpunction in micro-copy / It draws attention. • Make it singleminded 34
  • 57. ‣ 2012 & Beyond‣ On the social sites:Never use on facebook Automatic push: •It lowers visibility. •It makes your message generic Shortlinks •It takes away SEO-worth •It makes link less trusted But it’s ok on Blogspot,.. 35
  • 58. your siteLast but not least,should not suck.
  • 59. I do hope you knew that 37
  • 60. ‣ 2012 & Beyond‣ They won’t share: • Advertising space with content. But they might share a jpeg - without link. • Why you are so important text. Remember me saying mutually beneficial? • This is so not who I am design. What you share speaks volumes about te sharer, Would you like to be affiliated with user-unfriendliness? 38
  • 61. ‣ 2012 & Beyond‣ Sharebait won’t work: • If your link has parameters. Pro-tip: Force a ‘/’ at the end. • If you 301 redirect the page. Social does not bend that way • If the sharer is a fraud. There’s a reason low-quality links are dropping out. Don’t go there again! 39
  • 62. 2 ‣ How to make it work?Measure for Optimisation “What to measure when content serves for inflow, engagement & amplification?” 40
  • 63. ‣ Start to measure like a publisher 1. Segment your content per topic Analyse topic clusters & landingpages - don’t miss the keyword data. Check if clusters serve their purpose/are leveraged. 2. Implement social tracking/Conversions What is shared? When is it shared? What content-type works for you? On- & off site? 3. Measure you’re distribution channels Do you have a loyal audience that awaits content? What are the loyalty rates? What topics work best & can you optimise? 41
  • 64. 3 ‣ ConclusionsDo you see SEO in 3D? 42
  • 65. Contentwise:There is no social or SEO. (technically you could try to be non-competitive) 43
  • 66. Do you know? Dead weight % Loyalty rates? Social conversion% Start tomorrow 44
  • 67. Thank you for listening,Let’s make search even better.
  • 68. Visit me @ Twitter Wijs Linkedin