0
#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
OUT...
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 t...
WHAT IS SEO?
QUESTION 2:
Who understands what SEO is, and is
your website optimized for SEO?
LET’S DEFINE:
Search Engine O...
WHAT INFLUENCES SEO?
WHAT USED TO WORK:
• Keywording
• Massive Quantity of Backlinks
• Exact Match Domains
WHAT YOU NEED T...
ANALYZING SEO
GOOGLE ANALYTICS
TERMS TO KNOW:
• Bounce Rate
• Referral Traffic
• Conversions
• Organic Traffic
• Social Me...
ANALYZING SEO
GOOGLE WEBMASTER TOOLS
• How is your site performing on a
technical level?
• How does a search engine view
y...
TIPS WHEN ANALYZING SEO
• Major Pieces to Watch:
Traffic, Bounce Rate, Conversion
Time, Time on Site, Pages Indexed
• Log ...
ANALYZING SEO
HAVE YOU BEEN AFFECTED BY RECENT CHANGES?
• Manual vs. Algorithmic Penalties
• Track & Make Annotations in G...
FOCUSED ON CONTENT PROVIDED TO USERS ON-PAGE
• Algorithmic penalty?
• Do you provide value to users?
WERE YOU IMPACTED?
PA...
Adding content is great, but will also take
time to see improvements!
THE IMPACT:
PANDA UPDATE
• Rankings
• Traffic from o...
EXAMINED THE EXTERNAL REPUTATION FOR YOUR WEBSITE
• Concerned with website backlink profile
• Penalizing sites for poor/sp...
• Have you purchased backlinks?
• Notified in Google Webmaster Tools
• Examine your analytics: are any links pointing to
y...
WHAT ’S NEXT FROM GOOGLE?
REFINING AUTHORSHIP
• PPC & other pay models
COMPETITION IN ORGANIC SERPs
RICHER MEDIA & DIVERSI...
ONE LAST IMPORTANT TIP
ALWAYSCONSIDERTHE USER EXPERIENCE!
Ask yourself: How do my marketing
decisions impact the user expe...
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
follow...
HOW SOCIAL MEDIA INFLUENCES SEO
INDIRECT FACTORS:
Increased
inboundlinks
Increased
positive
reviews
Decreased
bouncerate
a...
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...
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
OUTRE...
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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.

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

    1. 1. #WYSTC2013 #SocialSEO Top of the pile: juggling SEO basics, social media and user review sites
    2. 2. PRESENTEDBY: KAYLA PATTERSON GOMEDIA COORDINATOR kayla.patterson@goabroad.com @kaylapatt | @_GoMedia_ TIFFANY HARRISON OUTREACH MANAGER, GOABROAD.COM tiffany.harrison@goabroad.com @ttmharrison| @GoAbroad
    3. 3. MAIN TOPICS  Understanding SEO  How Social Media Influences SEO  How to Optimize your Social Media  Key Takeaways
    4. 4. Understanding SEO #WYSTC2013 #SocialSEO
    5. 5. 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
    6. 6. 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
    7. 7. 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
    8. 8. ANALYZING SEO GOOGLE ANALYTICS TERMS TO KNOW: • Bounce Rate • Referral Traffic • Conversions • Organic Traffic • Social Media Referrals WHAT IS DATA MINING?
    9. 9. 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
    10. 10. 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
    11. 11. 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
    12. 12. 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:
    13. 13. 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:
    14. 14. 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
    15. 15. • 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
    16. 16. WHAT ’S NEXT FROM GOOGLE? REFINING AUTHORSHIP • PPC & other pay models COMPETITION IN ORGANIC SERPs RICHER MEDIA & DIVERSITY OF SERPs
    17. 17. ONE LAST IMPORTANT TIP ALWAYSCONSIDERTHE USER EXPERIENCE! Ask yourself: How do my marketing decisions impact the user experience of my website?
    18. 18. How Social Media Influences SEO #WYSTC2013 #SocialSEO
    19. 19. HOW SOCIAL MEDIA INFLUENCES SEO WHAT CHANNELS SHOULD YOU BE ON? FACEBOOK TWITTER YOUTUBE PINTEREST GOOGLE+ BLOGS
    20. 20. HOW SOCIAL MEDIA INFLUENCES SEO DIRECT FACTORS: #ofFacebook fans #ofFacebook shares #ofFacebook comments #ofTwitter followers #ofTwitter mentions& links Peoplethathave youincircleson Google+ #ofPinslinking toyouon Pinterest
    21. 21. HOW SOCIAL MEDIA INFLUENCES SEO INDIRECT FACTORS: Increased inboundlinks Increased positive reviews Decreased bouncerate andhigher timeonsite Morerepeat visitors
    22. 22. HOW SOCIAL MEDIA INFLUENCES SEO
    23. 23. HOW SOCIAL MEDIA INFLUENCES SEO GOOGLE SOCIAL SEARCH study abroad
    24. 24. HOW SOCIAL MEDIA INFLUENCES SEO GOOGLE SOCIAL SEARCH Bungee jump in new zealand
    25. 25. Did you know you have a PageRank? HOW SOCIAL MEDIA INFLUENCESSEO Google has confirmed they try to calculate author quality on Twitter & Facebook
    26. 26. How to Optimize your Social Media #WYSTC2013 #SocialSEO
    27. 27. Understand the channels you are using and how Google recognizes them 01
    28. 28. Use great content that people will want to share 02
    29. 29. Create robust profiles 03
    30. 30. Remain active and flexible 04
    31. 31. KEY TAKEAWAYS 10 Steps to Being More Successful with SEO and Social #WYSTC2013|#SocialSEO
    32. 32. Prioritize your website 01
    33. 33. Understand how SEO can help you 02
    34. 34. Become familiar with the main influencers of SEO 03
    35. 35. Analyze your SEO efforts 04
    36. 36. Invest in the user experience 05
    37. 37. Understand social signals 06
    38. 38. Invest in your social strategy in order to promote more social signals 07
    39. 39. Optimize your social channels 08
    40. 40. Create & share great content 09
    41. 41. Watch the magic of SEO happen! 10
    42. 42. QUESTIONS? KAYLA PATTERSON GOMEDIA COORDINATOR kayla.patterson@goabroad.com @kaylapatt | @_GoMedia_ TIFFANY HARRISON OUTREACH MANAGER, GOABROAD.COM tiffany.harrison@goabroad.com @ttmharrison| @GoAbroad
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