Yahoo: Social Media and SEO

Social Media & SEO Get Traffic Now!! Tony Adam February 25, 2009 YAHOO! CONFIDENTIAL

Overview
Clearing up the rumors and myths
Social Media
How to Approach Social Media
What type of content does well in Social Media
What sites to target in Social Media and the tools/plugins
SEO
Research
Site Architecture
Content is King
Links can make you a King
Wrapping it all up

What Social Media Marketing is not.
Social Media Marketing is NOT just a project, it is a dedicated Marketing Program.

Let’s get some things straight about SEO!

Don’t put all your eggs in one basket, Diversify!
Facebook and Twitter are great for Branding, not for large quantities of traffic
Digg and Reddit are great for bursts of traffic, but not constant bursts of traffic like StumbleUpon
Focus on ALL FORMS of Social Media, not just Social Networks and Social News.

Social Media isn’t ONLY about Traffic! Visibility

What does the Visibility Translate into?
Branding & Mindshare
Traffic
Quick Bursts of Traffic over 24 hours
Links
Bloggers, Writers, Journalists look to Social Media for Resources
Articles are picked up and linked to.
Powerful Resources are consistently linked to within Article Content.

Resourceful Content

Newsworthy Content

Controversial Content

Humorous Content

Odd & Outrageous Content

It’s all about the Sales Pitch!
A good Title and Description can Make or Break your Social Media Submission.
See: http://www.seomoz.org/blog/how-a-good-title-and-description-can-make-or-break-your-social-media-submission

Which Social Media Site do I target for my audience

So what site should I target?!
It’s all about your target audience

Buttons, Widgets, Upvotes, Ahhh!!

What are some good resources and tools?
Ultimate resource for Social Media Buttons, Tools, etc. by 10e20: http://zi.ma/smbtr
StumbleUpon Toolbar: http://www.stumbleupon.com/download.php
Social Media Toolbar: http://www.97thfloor.com/social-media-for-firefox/
Delicious Bookmarks: https://addons.mozilla.org/en-US/firefox/addon/3615

Case Study: Think you don’t need Social Media?!

Who is ready for some SEO Hotness?!

Where does SEO start? It’s all in the Research!
Keyword Research
TARGET keywords that make the most sense
Competitive Research
Look at competitors and what they are targeting.

Applying the research to your Content
Title Tags
Meta Tags
Headings
URL structures
ALT Tags

Title Tags, Meta Tags, Headings, ALT Tags

You’ve heard it before, Content Is King!
Create Fresh , Compelling , and Resourceful content that will bring people back for more!

Consistently Fresh User Generated Content

What kind of content?
Blogs and User Generated Content are important for both SEO and Social Media.

URL Structures are extremely important.
Create a Flat URL structure that is short and keyword rich.

Example URL Structures
Yahoo! Games
http://games.yahoo.com/
http://games.yahoo.com/free-games
http://games.yahoo.com/arcade-games
http://games.yahoo.com/board-games
http://games.yahoo.com/card-games
…etc...

Duplicate Content is Bad!
One Piece of Content = One URL

Links can make you a King!
Links are the most important ranking factor. The key is ensuring you have Keyword Rich Anchor Text.

Internal Linking

It’s a Popularity Contest people!!
External Links are like votes from other sites telling Search Engines your content is Important.

Down the stretch we come!
Create a Social Media Marketing Program for both Traffic and Visibility
Gain an understanding of where your Audience lives and what they are looking for, for both Social Media and SEO
Don’t worry about competitors, but keep an eye on them.
Be sure to have a consistent and clean SEO Site Architecture (title tags, urls, etc.) and leverage keywords
Leverage Social Media for your SEO Efforts:
Create compelling content and allow for UGC that does well on Social Media and drives links for SEO
Win the popularity contest in SEO by getting the most votes through External Links from Authority sites.

Resources:
Message Boards and Forums: http://www.big-boards.com
Complete Web 2.0 Sites Directory: http://www.go2web20.net/
SEOMoz Beginners Guide to SEO http://www.seomoz.org/article/beginners-guide-to-search-engine-optimization
SEO Toolbar by SEO Book: http://tools.seobook.com/seo-toolbar/
SEO for Firefox by SEO Book: http://tools.seobook.com/firefox/seo-for-firefox.html

THANK YOU!
Tony Adam
Manager, Search Traffic Acquisition
Yahoo! Audience Marketing
[email_address]
http://tonyadam.com/blog
http://twitter.com/tonyadam (@tonyadam)

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Yahoo: Social Media and SEO

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