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San Francisco • September 10–13, 2013 • #SESSF @SESConf
Mastering Social SEO Integration
Dan Cristo
Director of SEO Innova...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
How can social media
improve organic
rankings?
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
Top Ranking Factors 2013
Sources: SearchMetrics 2013 U...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
7 Out of Top 8 are Social Signals
Sources: SearchMetri...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
Correlation is not Causation
Sources: SearchMetrics 20...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
High quality content
as measured by social interaction...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
How do we create the
highest quality
answers to consum...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
Planning
Research, ideation
and strategy
Measurement
L...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
1
Planning
Brands must become storytellers
• Everythin...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
1
Storytelling Principals
Every story must have at lea...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
1
Tell a Story
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
What Story is RedBull Telling?
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
What Story is Rockstar Telling?
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
What Story is NOS Telling?
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
Development 2
Move Beyond Text
1. Articles with images...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
Wealth In America Study 2
Whitepaper
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
2
Blog Post
Wealth In America Study
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
2
Infographic
Wealth In America Study
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
2
Podcast
Wealth In America Study
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
Video
2
Wealth In America Study
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
Optimization
3
Cross-Platform Optimization Principals
...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
Distribution
4
Comedy
Central
45k viewers
15k viewers
...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
Your
Content
Followers
Followers
Fans
Loyal
consumers
...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
4
Triberr
Sources: http://triberr.com
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
Content is created
Initial shares
Content is ranked
Sy...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
Measurement
5
Was our content successful?
• Awareness
...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
0
1
2
3
4
5
6
BrandKeywordSearchIndex
Google Trends LP...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
Planning
Research, ideation
and strategy
Measurement
L...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
2014 & Beyond
In 2013, organic CTRs have dropped minim...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
Google Pushing Organic Down
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
Search Beyond Google
Emerging Destinations
These searc...
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
Thank You
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Mastering Social SEO Integration at SES San Francisco

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Dan Cristo, Catalyst's Director of SEO Innovation, discusses the integration of Social Media and SEO in his presentation at SES San Francisco session: Developing an Integrated Social-Search Strategy. Learn more here: http://www.prweb.com/releases/2013/9/prweb11091791.htm

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Transcript of "Mastering Social SEO Integration at SES San Francisco"

  1. 1. San Francisco • September 10–13, 2013 • #SESSF @SESConf Mastering Social SEO Integration Dan Cristo Director of SEO Innovation
  2. 2. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo How can social media improve organic rankings?
  3. 3. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo Top Ranking Factors 2013 Sources: SearchMetrics 2013 US Ranking Factor Study
  4. 4. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo 7 Out of Top 8 are Social Signals Sources: SearchMetrics 2013 US Ranking Factor Study “Pages from brands often lack perfect page optimisation, but on average they have a lot of very good links and in most cases strong social signals, and rank in top positions.”
  5. 5. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo Correlation is not Causation Sources: SearchMetrics 2013 US Ranking Factor Study
  6. 6. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo High quality content as measured by social interactions and backlinks The real cause is…
  7. 7. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo How do we create the highest quality answers to consumers questions? The key to SEO then is…
  8. 8. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo Planning Research, ideation and strategy Measurement Listening, tracking and performance analysis Development Content creation and asset management Distribution Content placement and syndication Optimization Search, Social and usability optimization 1 2 3 4 5 Content Development Framework
  9. 9. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo 1 Planning Brands must become storytellers • Everything you say from the first word to the last is leading to a singular goal • Provide an over arching theme • Make the reader care • Promise the story will lead somewhere that matters • Deepen our understanding of who we are • Evoke wonder • Share a truth from your experience • Express values you feel at your core • Make them work for their meal • Create a knowledge gap • Introduce drama (anticipation mingled with uncertainty) • Create a conflict with doubt of outcome Credit: http://www.youtube.com/watch?v=KxDwieKpawg
  10. 10. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo 1 Storytelling Principals Every story must have at least these three things 1. A setting 2. Signature elements that are unique and defining 3. Conflict – emotions, drama, struggle or tension
  11. 11. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo 1 Tell a Story
  12. 12. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo What Story is RedBull Telling?
  13. 13. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo What Story is Rockstar Telling?
  14. 14. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo What Story is NOS Telling?
  15. 15. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo Development 2 Move Beyond Text 1. Articles with images get 94% more total views 2. Engagement rate on Facebook for photos averages 37% higher level of engagement for photos 3. Including a photo and a video in a press release increases views by over 45% 4. 60% of consumers are more likely to consider or contact a business when an image shows up in local search results 5. In an online store, quality images are more important than product-specific information (63%), a long description (54%) and ratings and reviews (53%) Scale content creation by converting existing content into different mediums Sources: National Retail Federation/Brightlocal/PR Newswire/Skyward/Web Liquid/Alexa/New York Times Scalability Tip
  16. 16. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo Wealth In America Study 2 Whitepaper
  17. 17. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo 2 Blog Post Wealth In America Study
  18. 18. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo 2 Infographic Wealth In America Study
  19. 19. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo 2 Podcast Wealth In America Study
  20. 20. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo Video 2 Wealth In America Study
  21. 21. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo Optimization 3 Cross-Platform Optimization Principals • Choose 1 broad theme with 1-3 specific keyword phrases • Select the appropriate category • Write a compelling, click-worthy description • Tie your content to other content sharing the same theme • Provide the highest quality resolution • The shorter the better
  22. 22. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo Distribution 4 Comedy Central 45k viewers 15k viewers 55k viewers TV Land Telemundo USA Networks 40k viewers Sources: These are fictitious numbers for example purposes only How syndication works
  23. 23. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo Your Content Followers Followers Fans Loyal consumers Friends Family Employees Peers Industry Content shows in search results 4 Syndication Tribe
  24. 24. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo 4 Triberr Sources: http://triberr.com
  25. 25. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo Content is created Initial shares Content is ranked Syndicated Shares Users discover content through search Users like content and follow Growing the tribe 4 Social -> SEO Cycle
  26. 26. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo Measurement 5 Was our content successful? • Awareness • How many impressions? • How many visits/views? • Do brand searches increase? • Engagement • Average time on page? • Did they share the content? • Did they view similar content afterwards? • Action • Did they comment? • Did they follow or subscribe? • Did they convert into a lead or sale?
  27. 27. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo 0 1 2 3 4 5 6 BrandKeywordSearchIndex Google Trends LPL 90% UPL 90% SocialMedia Engagement Begins +20% Brand searches +15% Online sales 20% lift in search behavior, because of social media engagement Social Driving Search 5
  28. 28. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo Planning Research, ideation and strategy Measurement Listening, tracking and performance analysis Development Content creation and asset management Distribution Content placement and syndication Optimization Search, Social and usability optimization 1 2 3 4 5 Content Development Framework
  29. 29. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo 2014 & Beyond In 2013, organic CTRs have dropped minimally for all positions, with mid- range rankings (positions 3, 4, and 5) showing slightly higher CTRs. Full CTR study available in October on CatalystSearchMarketing.com
  30. 30. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo Google Pushing Organic Down
  31. 31. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo Search Beyond Google Emerging Destinations These search algorithms are even more heavily dependent on social activity than web based engines
  32. 32. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo Thank You
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