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AAF Flint Presentation May 2013
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AAF Flint Presentation May 2013

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  • 1. Social Media is SEO’s BFF15/16/13
  • 2. 2
  • 3. Sharing with you Today•  What is SEO and Social•  How Social effects SEO•  Why you need to Care•  How to Analyze your Social Results3
  • 4. WHAT IS SEO AND SOCIAL4
  • 5. Rented vs Owned5
  • 6. HOW SOCIAL EFFECTS SEO6
  • 7. Social media gives a little…•  Linking juice•  Keyword and topic discovery•  Fresh content•  Authority to your site•  Trust•  Helps Google understand your content•  Audience expansion7
  • 8. SEO gives a little…•  Foundation to the entire experience•  Technical backbone to the site•  Power to all marketing efforts•  Metrics $$$•  Long term strategy insurance•  Relevance to social signals8
  • 9. Sometimes it doesn’t workWhen big brand social strategy does nothelp geo – local search results9
  • 10. Sometimes it works…Strategy•  Twitter = Prospective•  Facebook = Current•  LinkedIn = Alumni10
  • 11. Insights•  Revamped course offerings based ononline discussions.•  We discovered that social media traffic ismade up of mostly returning visitors.Adjusted content for their needs.•  Social Media visitors are 600% more likelyto use mobile devices, so the clientcreated a mobile site•  Social visitors spent less time on the site.11
  • 12. And More Insights•  Social media visitors are curious about aspecific subject, view a single page, andleave.•  Words in the natural language were usedin SEO and Paid search efforts increasingconversion rates.12
  • 13. WHY YOU NEED TO CARE13
  • 14. Matt Cutts: SEO predictions14
  • 15. Summer updates15
  • 16. HOW TO ANALYZE YOUR SOCIAL RESULTS16
  • 17. Avinash’s Social Media POV“What matters iseverything thathappens AFTER youpost/tweet/participate!”17
  • 18. 3 Ways to Analyze ResultsKeywordModelingTrendsIdentifyOpportunityGaps18
  • 19. Keyword Modeling19
  • 20. Identify Opportunity Gaps20
  • 21. Follow Trends to take ActionGeographic DemographicDevicesAnalytics:socialtracking inGA21
  • 22. Ahem…the metricsConversionRateAmplificationRateApplause RateEconomic Value•  # of Audience Comments/replies or posts•  # of retweets per tweet, # ofshares per post on FB andGoogle, # of share Clicks perpost or Video on Youtube•  # of favorite clicks per post•  Sum of short and long termrev and cost savings*http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/. 22
  • 23. Key Takeaways•  Use SEO content in Social Mediaprograms.•  Social media is a rented space. You canonly control your web site. Invest in it!•  By analyzing your social data, you willstrengthen your entire marketing strategy.23
  • 24. Got to have Tools•  Dashboard your social media efforts:Crowdbooster.com•  Measure your social media efforts:Truesocialmetrics.com•  Basics of SEO:Google Webmaster Academy•  SEMPO.org24
  • 25. Thank you!Linda Girard, PresidentPure Visibility, Inc.@lgirardlgirard@purevisibility.com25