PRESENTATION ON
Integrating SEO & Social Media
Blurring Lines Between
SEO &Social Media
January 21, 2009

SEO & SOCIAL MEDIA
ARE BUDDIES!

Social Media on
the Search page
1.
1 Video on YouTube
et al
2. Wikipedia
3. Blogs
4. Social Media
Sharing Sites
1. Reddit
2. Digg
3 Slid h
3. Slideshare
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SEO & Social Media:
Each Other’s Half
Other s
• Successful • Successful
Social Media SEO
means Buzz Social Means
SEO “Relevancy”
1. Links
People Media 1. Content
Linking To Having What
You People Are
2. Content Looking For
People Writing 2. Links:
About You People
Talking About
T lki Ab t
You
4

How Social Media fits with SEO
Word of Social Link
SEO
Mouth Media Building
Word of Mouth via Social Media helps build massive
buzz and li k f
b d links from bl
bloggers other social websites.
th i l b it
Since buzz spreads virally, it is generally more scalable
and cost-effective than traditional link building, which
cost effecti e b ilding hich
requires a one-on-one pitch to each website publisher.
5

HUH? THERE’S SOCIAL MEDIA
IN MY SEO?

Search Results can
overflow ith
o erflo with
Social Media Content
Beyond Regular Websites
B dR l W b it
• Search Engines look for online
content – not just traditional
websites
“MC Hammer” search returned:
• Videos from YouTube &
DailyMotion
• Twitter.com
• VentureBeat Blog
• Engaget Blog
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You can use Social
Media Websites to
Rank for Tough
Terms
Situation
• My blog was not strong
enough to rank for “Facebook
Demographics”…
• …But my Powerpoint on
“Facebook Demographics” is
#1 on Google because of
SlideShare.net
Take Away:
• If your website is not strong
enough to rank well consider
placing content on places
where it will
• You still achieve the goal of
getting in front of your
audience
8

Placing Content
on Kaboodle
Background
• Kaboodle is a
social shopping community
• Behr is one of the largest
paint companies in the US
Opportunity
• Short Term:
Short-Term:
Optimize title, description of
Behr’s “Explore Color” on
Kaboodle
• L
Long-Term:
T
Participate as a member of
the Kaboodle shopping
community
9

Wedding Paper
Diva’s “Linkbait”
Situation
• Wedding invitation maker
website
• Created webpage called
“Geeky Wedding Photos”
y g
• Collection of “Geek”
themed weddings
SEO Results
R lt
• WeddingPaperDivas.com
ranks #3 for “wedding
invitations
• Over 1,440 links pointed to the
webpage
10

Blog Outreach for Farecast.com Launch
Traffic Activities Number of Links
Blogging Outcome
– 195,844 visits after only 2 months
(estimated from Hitwise, various)
– 50% of “Launch” Traffic from Blogs
– 200 Blog Posts in 3 Weeks
SEO Outcome
– Top two pages for competitive
phrase
• “cheap airline tickets”
• “cheap airline ticket”
11

Where can I share my content?
How do I optimize to make it searchable?
12

WHY SOCIAL MEDIA NEEDS
SEO COLLABORATION

Missed Opportunity:
GE s
GE’s Imagination
Cubed
Situation
• GE launched an webapp
called “Imagination Cubed” for
Branding Purposes
• g
Has enough links that the *All
Flash* website ranked within
the top 5 for “imagination”
• Missed opportunity to direct
links to GE’s website for SEO -
build th it
b ild authority
Take Away
• Work with the SEO team to
see how new initiatives can
benefit SEO
14

Missed Opportunity:
Voices of the
Olympic Games
Background
• Lenovo partnered with +100
Olympic Athletes to blog about
the 2008 Games
Issues
• AJAX-based website was not
crawlable or easily linked to
Missed Opportunity
• Have website visible by search
engines
g
• Bring more links pointing to
Lenovo.com website
15

Sharing SEO
Analytics with
Social Media
What SEO/Analytics can share with Social
Media:
1. How People Search/Describe Things?
• Understand how people describe and
*not* describe what your website
offers – and the link to that and the
conversion cycle
2. Where did they come from?
• Referral information can reveal what
social media websites your audience
is already using and should leverage
3. What type of content they reading most
on your website?
• Viewing the top content category can
help identify the type of content y
p y yp your
social media campaigns should focus
on
4. Where they live?
• Ability to understand the background
of your visitors and how to
engagement them.
16

SUMMARY

The Three Take Aways
1. Optimize Your Content (not just website)
Place content on social media websites to get your
content ranked well on their website. (Check out
(
Brian Solis’ “Social Media Prism” for ideas)
2. Think beyond Google
Be searchable wherever people search e g e.g.
Kaboodle
3. Share Analytics
SEO Team usually have great experience
analyzing analytics – use it for Social Media
4. Buzz & Blog Outreach (PR Integration)
Work with the PR team to participate online and
create buzz for more links
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THE END. THANK YOU!

Thank You!
Daniel Riveong Credits – Photos & Case Studies
“Integrating SEO & Social Media” • mindluge, “holding hands”
http://www.flickr.com/photos/mindfire/316194
Social Media Club SF/SV, Jan 21, 2009 679/
• Jemsweb, “Shocked”, link:
http://www.flickr.com/photos/jemsweb/22828
Who? 59606/
SEO, Social Media Guy (Bourbon Drinker) • Briansolis, “The Conversation Prism”,
Head of SEO, e-Storm International SF http://www.flickr.com/photos/briansolis/27354
http://www flickr com/photos/briansolis/27354
01175/
• Quinn.anya, “Collaboration”,
Where? http://www.flickr.com/photos/quinnanya/1112
San Francisco, California
Francisco 01180/
• Jennifer Laycock, “Why the Social Media
World Needs to Understand SEO”,
Contact for Questions? http://www.searchengineguide.com/jennifer-
laycock/why-the-social-media-world-needs-
S S e t
SMS: Text “Riveong” to 50500
eo g to unde.php
to-unde.php
Blog: http://emergence-media.com
LinkedIn: http://www.linkedin.com/in/danielr
Twitter: http://twitter.com/danielriveong
p g
Email: Daniel@e-Storm.com
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