Top of the pile: Juggling SEO basics, social media and user review sites
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Top of the pile: Juggling SEO basics, social media and user review sites

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These slides were presented by Kayla Patterson and Tiffany Harrison at the WYSTC 2013 Conference in Sydney, Australia.

These slides were presented by Kayla Patterson and Tiffany Harrison at the WYSTC 2013 Conference in Sydney, Australia.

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Top of the pile: Juggling SEO basics, social media and user review sites Top of the pile: Juggling SEO basics, social media and user review sites Presentation Transcript

  • #WYSTC2013 #SocialSEO Top of the pile: juggling SEO basics, social media and user review sites
  • PRESENTEDBY: KAYLA PATTERSON GOMEDIA COORDINATOR kayla.patterson@goabroad.com @kaylapatt | @_GoMedia_ TIFFANY HARRISON OUTREACH MANAGER, GOABROAD.COM tiffany.harrison@goabroad.com @ttmharrison| @GoAbroad
  • MAIN TOPICS  Understanding SEO  How Social Media Influences SEO  How to Optimize your Social Media  Key Takeaways
  • Understanding SEO #WYSTC2013 #SocialSEO
  • WHAT IS SEO? QUESTION 1: Do you consider your website to be one of the most important pieces of your business? WHY? 9/10 times, a student is researching you online before calling you
  • WHAT IS SEO? QUESTION 2: Who understands what SEO is, and is your website optimized for SEO? LET’S DEFINE: Search Engine Optimization (SEO) ALGORITHMS: One [online] recipe to rule them all
  • WHAT INFLUENCES SEO? WHAT USED TO WORK: • Keywording • Massive Quantity of Backlinks • Exact Match Domains WHAT YOU NEED TO KNOW NOW: • 200+ Ranking Factors of Google • User Experience • Quality vs. Quantity • Social Media
  • ANALYZING SEO GOOGLE ANALYTICS TERMS TO KNOW: • Bounce Rate • Referral Traffic • Conversions • Organic Traffic • Social Media Referrals WHAT IS DATA MINING?
  • ANALYZING SEO GOOGLE WEBMASTER TOOLS • How is your site performing on a technical level? • How does a search engine view your website? MAJOR THINGS TO UTILIZE: • Site Errors • Sitemaps • Generic Info • Manual Penalty Check, Disavow Tool, Reconsideration Request
  • TIPS WHEN ANALYZING SEO • Major Pieces to Watch: Traffic, Bounce Rate, Conversion Time, Time on Site, Pages Indexed • Log Out When Checking Rankings • Document Changes to Website & Marketing Efforts • Google Rich Snippet Tool • Ranking Isn’t Everything • Heatmaps
  • ANALYZING SEO HAVE YOU BEEN AFFECTED BY RECENT CHANGES? • Manual vs. Algorithmic Penalties • Track & Make Annotations in Google Analytics HOW TO TRACK CHANGES • Panda • Penguin FOCUSING ON TWO MAJOR UPDATES
  • FOCUSED ON CONTENT PROVIDED TO USERS ON-PAGE • Algorithmic penalty? • Do you provide value to users? WERE YOU IMPACTED? PANDA UPDATE • Higher value-added content = higher weight • Content audit: quality over quantity • Include a larger variety of content • Use data! HOW TO CORRECT:
  • Adding content is great, but will also take time to see improvements! THE IMPACT: PANDA UPDATE • Rankings • Traffic from organic searches • Exit rate • Time on site WHAT TO WATCH FOR:
  • EXAMINED THE EXTERNAL REPUTATION FOR YOUR WEBSITE • Concerned with website backlink profile • Penalizing sites for poor/spam-like backlinks • “Link Farms” = poor indicators to Google = devalued search results • Rel = Follow vs. Rel = Nofollow PENGUIN UPDATE
  • • Have you purchased backlinks? • Notified in Google Webmaster Tools • Examine your analytics: are any links pointing to your site suspicious? WERE YOU IMPACTED? • Identify links with Google Webmaster Tools • Disavow them • Request for reconsideration HOW TO CORRECT: PENGUIN UPDATE
  • WHAT ’S NEXT FROM GOOGLE? REFINING AUTHORSHIP • PPC & other pay models COMPETITION IN ORGANIC SERPs RICHER MEDIA & DIVERSITY OF SERPs
  • ONE LAST IMPORTANT TIP ALWAYSCONSIDERTHE USER EXPERIENCE! Ask yourself: How do my marketing decisions impact the user experience of my website?
  • How Social Media Influences SEO #WYSTC2013 #SocialSEO
  • HOW SOCIAL MEDIA INFLUENCES SEO WHAT CHANNELS SHOULD YOU BE ON? FACEBOOK TWITTER YOUTUBE PINTEREST GOOGLE+ BLOGS
  • HOW SOCIAL MEDIA INFLUENCES SEO DIRECT FACTORS: #ofFacebook fans #ofFacebook shares #ofFacebook comments #ofTwitter followers #ofTwitter mentions& links Peoplethathave youincircleson Google+ #ofPinslinking toyouon Pinterest
  • HOW SOCIAL MEDIA INFLUENCES SEO INDIRECT FACTORS: Increased inboundlinks Increased positive reviews Decreased bouncerate andhigher timeonsite Morerepeat visitors
  • HOW SOCIAL MEDIA INFLUENCES SEO
  • HOW SOCIAL MEDIA INFLUENCES SEO GOOGLE SOCIAL SEARCH study abroad
  • HOW SOCIAL MEDIA INFLUENCES SEO GOOGLE SOCIAL SEARCH Bungee jump in new zealand
  • Did you know you have a PageRank? HOW SOCIAL MEDIA INFLUENCESSEO Google has confirmed they try to calculate author quality on Twitter & Facebook
  • How to Optimize your Social Media #WYSTC2013 #SocialSEO
  • Understand the channels you are using and how Google recognizes them 01
  • Use great content that people will want to share 02
  • Create robust profiles 03
  • Remain active and flexible 04
  • KEY TAKEAWAYS 10 Steps to Being More Successful with SEO and Social #WYSTC2013|#SocialSEO
  • Prioritize your website 01
  • Understand how SEO can help you 02
  • Become familiar with the main influencers of SEO 03
  • Analyze your SEO efforts 04
  • Invest in the user experience 05
  • Understand social signals 06
  • Invest in your social strategy in order to promote more social signals 07
  • Optimize your social channels 08
  • Create & share great content 09
  • Watch the magic of SEO happen! 10
  • QUESTIONS? KAYLA PATTERSON GOMEDIA COORDINATOR kayla.patterson@goabroad.com @kaylapatt | @_GoMedia_ TIFFANY HARRISON OUTREACH MANAGER, GOABROAD.COM tiffany.harrison@goabroad.com @ttmharrison| @GoAbroad