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Social Media Optimisation; From an introduction to SEO, through to examining some of the changes that have caused search engines to use different signals in ranking the results that they return to......

Social Media Optimisation; From an introduction to SEO, through to examining some of the changes that have caused search engines to use different signals in ranking the results that they return to users.

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  • 1. Social Media Optimisation
    With James Fairweather of Coast Digital.
  • 2. Social Media Optimisation
    Hello. A little bit about me.
    5 Years in search, Agency-side
    Digital Strategy & Online Marketing Consultant
    SEO, Social Media, Paid Search, Conversion Rate Optimisation, Affiliate Marketing
  • 3. Social Media Optimisation
    Who is this for?
    Marketers. Those with in-house marketing teams and those that use an agency (or agencies) for their Online Marketing activity and who want to understand how to use Social media to:
    • Have an impact on their SEO
    • 4. Justify social media investment based on the ROI through SEO.
  • Social Media Optimisation
    Social Media + Search Engine Optimisation = Social Media Optimisation.
  • 5. Social Media Optimisation
    So what is it?
    What is SMO about? Driving traffic to a website using social media.
    Ultimately using search and social media to increase your online sales or leads.
  • 6. Social Media Optimisation
    Social promotion of content generates natural links
    According to Twitter, around 25% of all Tweets contain a URL.
  • 7. Social Media Optimisation
    Social networks drive traffic
    Someone who is engaging with your social profile has already pre-qualified themselves.
  • 8. Social Media Optimisation
    Social networking increases online brand presence
    When you combine your SEO and social media marketing, you’ll create a much more powerful and comprehensive online marketing strategy.
  • 9. Social Media Optimisation
    Social promotion of content generates natural links
    According to Twitter, around 25% of all Tweets contain a URL.
    Social networks drive traffic
    Someone who is engaging with your social profile has already pre-qualified themselves.
    Social networking increases online brand presence
    When you combine your SEO and social media marketing, you’ll create a much more powerful and comprehensive online marketing strategy.
    Social networking increases online brand presence
    When you combine your SEO and social media marketing, you’ll create a much more powerful and comprehensive online marketing strategy.
  • 10. Social Media Optimisation
    SEO
    What is it?
  • 11. Social Media Optimisation
    “Search Engine Optimisation”
    Improving sites, so that they are more visible in the organic results from search engines.
    Increased visibility, generating more of the right kind of traffic.
    In turn, generating more enquiries and more business.
    Ultimately, make more revenue!
  • 12. Social Media Optimisation
    SEO.
    What is it?
  • 13. Social Media Optimisation
    Where do people click?
  • 14. Social Media Optimisation
    UK Search Engine Share – August 2011
  • 15. Social Media Optimisation
    SEO
    How did it work before Social Media?
  • 16. Social Media Optimisation
  • 17. Social Media Optimisation
    SEO.
    How did it work before Social Media?
    Without links, the engines might never find this page
  • 18. Social Media Optimisation
    Google looks at the neighbourhood a site ‘sits in’.
    Looking at the quality of links to the site, Google can assume a level of trust.
    SEO.
    How did it work before Social Media?
  • 19. Social Media Optimisation
    Google look at the neighbourhood a site ‘sits in’.
    Looking at the quality of links to the site, Google can assume a level of trust.
    Source: SEOMOZ
  • 20. Social Media Optimisation
    SEO
    What is changing?
  • 21. Social Media Optimisation
    Google Panda
  • 22. Social Media Optimisation
  • 23. Social Media Optimisation
    Google’s ‘Vince’ Brand Update
  • 24. Social Media Optimisation
    Google’s Brand Update
  • 25. Social Media Optimisation
    Ultimately, Google are looking to improve the results that they present to users.
  • 26. Social Media Optimisation
    Social Media
  • 27. Social Media Optimisation
    Social Media
    You're familiar with the channels already.
  • 28. Social Media Optimisation
    “The term Social Media refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue.”
  • 29. Social Media Optimisation
    What has been changing & how fast?
  • 30. Social Media Optimisation
    Why would social signals be good for search engines?
  • 31. Social Media Optimisation
    Why would social signals be good for search engines?
  • 32. Social Media Optimisation
    Freshness
  • 33. Social Media Optimisation
    Freshness is a valid property of online content
  • 34. Social Media Optimisation
  • 35. Social Media Optimisation
  • 36. Social Media Optimisation
  • 37. Social Media Optimisation
  • 38. Social Media Optimisation
    Into notes:
    Source: Google Trends
  • 39. Social Media Optimisation
    People trust 'human' recommendations and endorsement.
    If relevance is key to keeping Google's search share, they have to adapt.
    53% of people on Twitter recommend companies and/or products in their Tweets, with 48% of them delivering on their intention to buy the product. (ROI Research for Performance, June 2010)
  • 40. Social Media Optimisation
    How social and search are amalgamating.
  • 41. Social Media Optimisation
    200 million twitter users.
    Over 750 Million active Facebook users.
    25 million Google Plus users.
    Search engines would have to be crazy to ignore this volume of usage.
  • 42. Social Media Optimisation
    Social as a Ranking Signal.
    “We do look at the social authority of a user. This can add a little weight to a listing in regular search results.”
    “Yes, we do use it as a signal. It is used as a signal in our organic and news rankings.”
    “The purpose of any ranking signal is to improve overall search quality. For +1’s and other social ranking signals, as with any new ranking signal, we’ll be starting carefully and learning how those signals are related to quality.”
  • 43. Social Media Optimisation
    there are 200 million twitter users.
    <<more stats in here>>
    search engines would be crazy to ignore this kind of volume.
    Source: SEOMOZ
  • 44. Social Media Optimisation
    What are the effects of this cross-over now?
  • 45. Social Media Optimisation
    What are the effects of this cross-over now?
  • 46. Social Media Optimisation
    • Search engines are open about using likes, tweets and social endorsements as ranking signals.
    • 47. New content gets indexed more quickly.
    • 48. If content is relevant in the social space, it can rank much more effectively.
    • 49. More difficult to 'game' - as a result the quality of search results will improve.
    • 50. Google are customising search result to you based on your social circles.
  • Social Media Optimisation
    What will happen in the future?
  • 51. Social Media Optimisation
    • Social media has grown so quickly that Google have to play catch-up to ensure that they are returning users the most relevant content.
    • 52. It is likely that human endorsement factors will overtake traditional 'link based' ranking factors.
    • 53. Results are more likely to be based on real-time 'noise' and activity.
  • Social Media Optimisation
    What can you do now? and why should you do it?
  • 54. Social Media Optimisation
    On your site:
    • Blogging – make content people want to share.
    • 55. Social buttons – make it easy to share.
    • 56. Viral content – create a stir.
  • Social Media Optimisation
    Social Buttons
  • 57. Social Media Optimisation
    Social Buttons
  • 58. Social Media Optimisation
    But don’t overdo it.
  • 59. Social Media Optimisation
    Viral Content
    Over 5000 inbound links resulting in a the top video ranking for “blender”
  • 60. The Infographic
    Mobile app vs. Mobile web.
  • 61. The Infographic
    Where is Google making their money?
  • 62. Social Media Optimisation
    On social networks
    • Optimise your content for visibility & use keyword targets
    • 63. Twitter - hashtags, look at what's trending, and link to relevant content
  • Video Optimisation
    Social Media Optimisation
  • 64. Social Media Optimisation
    What can you do? Takeout tips
  • 65. Social Media Optimisation
    • Register all social profiles. Much easier than trying to reclaim them later
    • 66. Build up the most valuable ones for your brand - for example, LinkedIn is more relevant for many b2b's and service providers than Facebook right now.
    • 67. Inter-link profiles where appropriate. (SEO benefit)
    • 68. Optimise your posts, videos & social profiles with keywords, brand terms and links to your content.
  • Social Media Optimisation
    • Get a blog & social buttons & put together a content strategy. Content is king! It will continue to be!
    • 69. Using social media for link building - target your followers with crafted link-bait. with the right analysis, link building tactics can be much more targeted.
    • 70. Dominate brand search for your own brand name. This is great for reputation management too.
  • Dominate brand and not domaine examples.
  • 71. Dominate brand and not domaine examples.
  • 72. Social Media Optimisation
    Measuring it
    At an early stage, set objectives specifically for SEO alongside your main social objectives.
    • Obtain retweets,
    • 73. Shares,
    • 74. Likes,
    • 75. Generated links,
    • 76. Traffic driven through social channels
    Report, measure and react to how these perform over time.
  • 77. Social Media Optimisation
    Good Search Strategy is all about Engagement
    As you begin to look into Social Media Optimisation more deeply, you start to become a lot more connected with your audience.
    Even if you began with an obsession around search engine rankings, If you do this correctly, you’ll end up being obsessed with your clients wants, needs and thoughts.
  • 78. Social Media Optimisation
    To wrap up...
  • 79. Social Media Optimisation
    As a live example; we’ll use this set of slides as a part of our own marketing campaign.
  • 80. Social Media Optimisation
    • Slides onto SlideShare.
    • 81. YouTube webcast.
    • 82. Post excerpts onto twitter.
    • 83. Publish and share on LinkedIn & through groups.
    • 84. Add posts to our blog on site.
    • 85. Post tweets up with relevant hashtags #socialmedia #SEO #SMO and share with our followers.
    • 86. Support the publication of upcoming guides and whitepapers.
  • Social Media Optimisation
    From this activity, we will be aiming to;
    Generate links back to our site.
    Boost the visibility of our social platforms.
    Gain relevant, targeted traffic to our site.
    Engage in more conversation within the industry.
    Build further recognition for our brand through improved search results.
  • 87. Social Media Optimisation
    One More thing...
  • 88. Social Media Optimisation
    Private LinkedIn group for this session for Q&A, http://linkd.in/nbxXg8
    We've also got a free Social Media guide for business. If you'd like a copy, connect with us online or leave a card with me.
    james.fairweather@coastdigital.co.uk
    linkedin.com/in/jamesfairweather
    twitter.com/j_fairweather (@j_fairweather)
    All these links will go up on our blog on the Coast Digital site later so don't worry if you miss them.
  • 89. Social Media Optimisation
    Sources, References & Credits
    http://searchenginewatch.com/article/2104571/Google-Panda-6-Months-Out-Still-Has-People-Baffled
    http://searchenginewatch.com/article/2080032/Top-5-Google-Panda-Update-SEO-Survival-Tips
    http://www.seomoz.com
    http://www.searchengineland.com
    http://www.seounique.com/blog/google-brand-update-february-2009/
    Nichola Stott at http://www.themediaflow.com
    http://www.seomoz.org/article/search-ranking-factors
    http://www.techcrunch.com
    Will it blend iPad? http://www.youtube.com/watch?v=lAl28d6tbko
    http://www.zabisco.com/blog/?p=2164
    http://www.wordstream.com/blog/ws/2011/07/18/most-expensive-google-adwords-keywords
    www.google.com/trends