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.

1. The Growing Impact of Social Media….
…on Search Marketing
Presented by: John Heffernan
Business Development Manager
MediaCo (UK) Ltd
John.heffernan@media.co.uk
07977 440690
http://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 Integration
Introducing MediaCo

3. Stop Chasing the Algorithm!!!!!

4. Traditional SEO:
Link Wheel
Directories / Paid Links
Article Marketing
Content Marketing
Blogging Authority
Content Authority
Interactive Content
InfoGraphics
Asset Building
Old and Outdated tactics offer an
uncertain future

5. SEO Components
KEYPHRASES COMPETITORS
Accessibility
Relevance
Credibility
ON SITE
OFF SITE ON PAGE

7. Online Competition
Research - Based on your search terms
 Identifies competing websites that have online visibility.
 Determine coverage across all phrases.
 Market intelligence of actual online competitors

8. Social.Media.co.uk
Off Site Optimisation
ON SITE
ON PAGEOFF SITE
Link earning
…….Not
Link Building!
Deep
Links
Internal
Links
Link
text

9. All Clear?.......................

10. SEO & Social Content Optimisation

11. If you think you need to be
everywhere at once………..
You’re headed in the right direction
Matt Cutts: Google
A New Way of Looking at SEO…..

12. Content Marketing: SEO
Content Marketing
Social.Media.co.uk
Deep
Links
Link
text
Search
ContentBlog engagement
Social Networks
Article
Marketing
Social Mentions
Embedded Video
Web Links
Internal
Links

13. A new way of thinking –
- or doing it “right” all along?
Panda – Bad Content
Penguin – Bad Links

14. Significant changes in
Google’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.

15. Social Media Content has an ever-increasing influence on
Search Ranking / Visibility

16. More than just …

17. Presence, Participation & Promotion
Presence:
• Originate / Customise / Connect Channels
Participation:
• Saying the right thing in the right way in the
right channel – Engagement!
Promotion: Content is still King!!
• Share – Syndicate – Become “Findable”
People Buy People!

18. Social Media Content
Either:
write something worth reading about
or
do something worth writing
about................
..................Ben Franklin
Tell your story OR
Have it told for you!!!
I’m sorry for
writing such
a long letter
…
… but I didn’t
have time to
write a short
one …
Become an
Authority!

19. 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

20. Pinterest for Business

21. http://uk.linkedin.com/in/johnheffernanseomarketinguk/
LinkedIn - Profile

22. Social Media
Interaction:
“Supports” SEO
Improves:
Authority
Positions
Traffic
Click Through
and
Conversions!

23. Give yourself the advantage over your
Competitors!

24. 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

25. Benefits of Social Engagement
• Build authority
―Improve SEO rankings
• Build relationships with customers
and prospects
• Customers become brand advocates
―When they share content
• Reputation management
―Respond quickly to criticism

26. Be Involved – Engage with your Audience!
Stop – Look – Listen!

27. Time & Resource........

28. Manage Expectations!
Be prepared to fail!
…….But don’t make the
same mistake Twice!

29. Social Media Planning ...
Where are their moderators?
Why is there no response?
Why are they allowing these comments to stay on their profile page?
********

30. Google & Content……
“ ..you will
rank well.”

32. Presented by:
John Heffernan
John.heffernan@media.co.uk
07977 440690
http://uk.linkedin.com/in/johnheffernanseomarketinguk
Questions?