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

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.

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.

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.

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

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

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

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.

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

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!

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.

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.

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...

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

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.

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.

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.

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

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)

Tony Adam

Manager, Search Traffic Acquisition

Yahoo! Audience Marketing

[email_address]

http://tonyadam.com/blog

http://twitter.com/tonyadam (@tonyadam)