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The importance of using Social Media for Organic SEO

The importance of using Social Media for Organic SEO

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SEOcial SEOcial Presentation Transcript

  • Match: What we stand for? Fearlessness Knowledge Collaboration With Creativity at our core!
  • Katy Daniells: Social Media Strategist for Match Media A bit about Katy Katy has 6 years experience within the social media space and has worked on both the creative agency side and now media side, planning and executing social media strategies for clients. Katy has worked with global organisations such as Pfizer, Campari, Warner Brothers, ASICS, BIG W and Tourism Australia on their social media strategy, planning and execution. Katy works on the entire social process for Match Media clients. Katy’s online presence includes regular blogging for www.digitalbuzzblog.com and speaking events for organisations such as AIMIA, Digital Citizens and Social Media Club Sydney. @KatyDaniells
  • Why Social & SEO?• Google released a major algorithm update aka ‘Penguin’ on April 24, 2012• Targets websites that don’t have high quality content and/or have their ranking signal over optimised (SPAM, link sharing schemes, etc)• There’s some indication that the number of “+1″ votes your articles receive is a factor that’s weighted in the natural search ranking algorithms.• Google & Bing confirmed that they are tracking publicly shared links on FB and twitter• Based on quality and not just follower numbers
  • Global Social Landscape:
  • The Stats• 94% increase in click-through rate when search and social media are used together• 50% of consumers use a combination of search and social media to make purchase decisions• 45% of consumers have no specific brand or business in mind when they begin their search on their desktop or smart phone• 70% of the links search users click on are organic.
  • SEOcial
  • Australia on Facebook• 11,296,400 Australian’s have Facebook• 53.13% of the total population• 66.32% of regular Australian internet users• Only 0.15% lower penetration than the US Source: Socialbakers.com August 2012
  • Facebook in Australia Time Spent on Social Sites
  • People like sharing stories (per month)
  • Twitter in Australia• 2.1million users in Australia• The average user has 115 followers• 40% of Twitter users don’t tweet, but instead use it to keep up to date• 66% of Australian twitter users are male• 34% are aged 45-54
  • Google+ in Australia• 2.2 Australians signed up, 377,500 active users• Two of the biggest user groups on Google+ are college students and software developers• 63% of Google+ users are male• American users spent an average of 3.3 minutes on Google+•
  • Pinterest• 640,000 users• Over 80% of pins are repins• 80% of Pinterests users are female.• Pinterest accounted for 3.6% of referral traffic.• Shoppers referred by Pinterest are 10% more likely to make a purchase than visitors who arrive from other social networks, including Facebook and Twitter. They’ll also spend 10% more on average.• Pinterest referrals spend 70% more than visitors referred from non-social channels, including search, according to industry reports•
  • Blogging in Australia
  • YouTube in Australia
  • SOCIAL and SEO• The more +1s for a page is more likely to boost search results• 23 or more +1s for a URL puts you in top 35% of search results• 63 or more +1s puts you in top 20% of search result• You need 35 likes to be in the top 35%• 160 likes to be in the top 20%• Websites with a Google+ business page yield a 15% rise in search rank• 70 Facebook shares plus 50 Likes give rise to 7% rise in search ranking for websites• On average, a sitethat integrates Facebook sharing into their site sees a 300% increase in referrals from the site.
  • Benefits of Integration• Improve ranking – ASOS is leading the way with Google+ both in terms of enabling +1 on their own site and actively engaging with a Google+ brand page• Genuine Backlinking (Blog Digibuzz) – Use best practice netiquette – Using multiple Social channels• Engagement & Social Sharing (FB – Digibuzz)• Inform content – Making content keyword rich – Using influencers and outside conversations to inform – Interesting content to keep users onsite longer• Re-purpose content (Katy – APG)• Keyword targeting (lonely planet Pinterest)
  • Digital Buzz – Traffic Sources
  • Keyword Targeting
  • Using Existing Content• APG have a wealth of information hidden on their website:– Consumer information– Energy market information– Energy efficiency information• Repurposing this content for social and SEO could have both branding and search benefits.
  • • YouTube Examples (juicyfruit?)
  • Actionable Tips1. Build genuine networks – more relevant people means moreopportunities for link sharing2. Proliferate your blog content through social channels &stagger/repeat posts for global audiences3. Include prominent social sharing buttons at top and bottom ofeach blog post and on your website and encourage readers to sharethrough their networks4. Use Social Media to demonstrate thought leadership through interesting and valuable content - Google and Bing quantify authority as part of a measurement of social signals. When you are recognized as a niche thought leader your site will naturally attract repeat visitors and referrals.
  • Questions?