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SEO & Social Media Internet World 2013

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Growing impact of Social Media on SEO - a rapid overview discussing the merging of social, content, authority and seo visibility development. Presentation delivered at Internet World 23rd April 2013.

Growing impact of Social Media on SEO - a rapid overview discussing the merging of social, content, authority and seo visibility development. Presentation delivered at Internet World 23rd April 2013.

Published in: Technology, Business

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  • 1. The Growing Impact of Social Media….…on Search MarketingPresented by: John HeffernanBusiness Development ManagerMediaCo (UK) LtdJohn.heffernan@media.co.uk07977 440690http://uk.linkedin.com/in/johnheffernanseomarketinguk
  • 2. • Integrated Digital Marketing Agency• Delivering results since 1999…• Offices in Dundee, Edinburgh & Singapore– Sales coverage: London, Midlands & Dubai• Focus on strategic online marketing:– Search Engine Optimisation– Pay-Per-Click Advertising– Content Marketing– Social Media IntegrationIntroducing MediaCo
  • 3. Stop Chasing the Algorithm!!!!!
  • 4. Traditional SEO:Link WheelDirectories / Paid LinksArticle MarketingContent MarketingBlogging AuthorityContent AuthorityInteractive ContentInfoGraphicsAsset BuildingOld and Outdated tactics offer anuncertain future
  • 5. SEO ComponentsKEYPHRASES COMPETITORSAccessibilityRelevanceCredibilityON SITEOFF SITE ON PAGE
  • 6. Online CompetitionResearch - Based on your search terms Identifies competing websites that have online visibility. Determine coverage across all phrases. Market intelligence of actual online competitors
  • 7. Social.Media.co.ukOff Site OptimisationON SITEON PAGEOFF SITELink earning…….NotLink Building!DeepLinksInternalLinksLinktext
  • 8. All Clear?.......................
  • 9. SEO & Social Content Optimisation
  • 10. If you think you need to beeverywhere at once………..You’re headed in the right directionMatt Cutts: GoogleA New Way of Looking at SEO…..
  • 11. Content Marketing: SEOContent MarketingSocial.Media.co.ukDeepLinksLinktextSearchContentBlog engagementSocial NetworksArticleMarketingSocial MentionsEmbedded VideoWeb LinksInternalLinks
  • 12. A new way of thinking –- or doing it “right” all along?Panda – Bad ContentPenguin – Bad Links
  • 13. Significant changes inGoogle’s algorithm.• Some links sources - no longer as influential.• Greater focus on “quality content” that’s useful to the searcher.• Depth of relevant content even more important.• Material that’s “over-optimised” sending negative signals.• More “brand signals” with key phrases & diversity required within third-party links.• More “brand signals” with key phrases required within social references.• Social media engagement becoming stronger influence.
  • 14. Social Media Content has an ever-increasing influence onSearch Ranking / Visibility
  • 15. More than just …
  • 16. Presence, Participation & PromotionPresence:• Originate / Customise / Connect ChannelsParticipation:• Saying the right thing in the right way in theright channel – Engagement!Promotion: Content is still King!!• Share – Syndicate – Become “Findable”People Buy People!
  • 17. Social Media ContentEither:write something worth reading aboutordo something worth writingabout..................................Ben FranklinTell your story ORHave it told for you!!!I’m sorry forwriting sucha long letter…… but I didn’thave time towrite a shortone …Become anAuthority!
  • 18. Google+ Google+1 is simply another social signal Similar to “likes” – will gradually increase relevance Significant over time – Rel:Author! Set-up and optimise your Google+ Business pages Social circles
  • 19. Pinterest for Business
  • 20. http://uk.linkedin.com/in/johnheffernanseomarketinguk/LinkedIn - Profile
  • 21. Social MediaInteraction:“Supports” SEOImproves:AuthorityPositionsTrafficClick ThroughandConversions!
  • 22. Give yourself the advantage over yourCompetitors!
  • 23. Social Media & SEO; Content “Rules” Use the phrase in the page title Create well written copy content Use Phrase semantics and related termsDefine a clear path – Call to Action…….Minimise distractions – Focus!Set a measurable goal
  • 24. Benefits of Social Engagement• Build authority―Improve SEO rankings• Build relationships with customersand prospects• Customers become brand advocates―When they share content• Reputation management―Respond quickly to criticism
  • 25. Be Involved – Engage with your Audience!Stop – Look – Listen!
  • 26. Time & Resource........
  • 27. Manage Expectations!Be prepared to fail!…….But don’t make thesame mistake Twice!
  • 28. Social Media Planning ...Where are their moderators?Why is there no response?Why are they allowing these comments to stay on their profile page?********
  • 29. Google & Content……“ ..you willrank well.”
  • 30. Presented by:John HeffernanJohn.heffernan@media.co.uk07977 440690http://uk.linkedin.com/in/johnheffernanseomarketingukQuestions?