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. …

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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  • 1. San Francisco • September 10–13, 2013 • #SESSF @SESConf Mastering Social SEO Integration Dan Cristo Director of SEO Innovation
  • 2. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo How can social media improve organic rankings?
  • 3. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo Top Ranking Factors 2013 Sources: SearchMetrics 2013 US Ranking Factor Study
  • 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. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo Correlation is not Causation Sources: SearchMetrics 2013 US Ranking Factor Study
  • 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. 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. 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. 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. 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. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo 1 Tell a Story
  • 12. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo What Story is RedBull Telling?
  • 13. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo What Story is Rockstar Telling?
  • 14. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo What Story is NOS Telling?
  • 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. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo Wealth In America Study 2 Whitepaper
  • 17. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo 2 Blog Post Wealth In America Study
  • 18. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo 2 Infographic Wealth In America Study
  • 19. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo 2 Podcast Wealth In America Study
  • 20. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo Video 2 Wealth In America Study
  • 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. 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. 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. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo 4 Triberr Sources: http://triberr.com
  • 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. 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. 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. 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. 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. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo Google Pushing Organic Down
  • 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. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @dancristo Thank You