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Search and Social at SMWF

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SEO Director at Guava, Edward Cowell talks on SEO and Social Media at the Social Media World Forum Europe, 2011 (http://www.socialmedia-forum.com/europe/).

SEO Director at Guava, Edward Cowell talks on SEO and Social Media at the Social Media World Forum Europe, 2011 (http://www.socialmedia-forum.com/europe/).

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  • 1. Search & SocialEdward CowellSEO DirectorGuava.co.uk
  • 2. Types ofengine optimisation search Social Media Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk 2
  • 3. search engine optimisation media is not a fad…It is my belief that…social the web is inherently SOCIAL!Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk 3
  • 4. and always has been.search engine optimisation• Email (1966)• Bulletin Boards (1970s)• Usenet (1979)• Internet Relay Chat (IRC) (1988)Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk 4
  • 5. search engine optimisation formats, variety of content, ease of useDatabases, standardised• Social Networking• Social Bookmarking• RSS• Blogging• Micro Blogging• Forums• Social Reviews• Content Sharing – Photos – Videos – Music – Documents – PresentationsEdward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk 5
  • 6. But what is it’s impact on search?
  • 7. Optimise the way you use and benefit from social media search engine optimisation Information divulged by individuals via social media channels will increasingly influence search engine ranking algorithms. Ironically - Search engines will increasingly be required to organise those channels, and are still the primary way we access information. Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk 7
  • 8. search& Facebook?BING engine optimisationEdward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk 8
  • 9. Deja.com 1995-2001. Bought by Google in 2001search engine optimisation Larry Page, Google CEO and co-founder. "With more than 500 million individual messages and growing fast, Usenet and its thriving community is one of the most active and valuable information sources on the Internet."Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk 9
  • 10. In 2011search engine optimisation http://www.hitwise.com/uk/datacentre/main/dashboard-7323.htmlEdward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk 10
  • 11. So how does that affect Search Engine Optimisation (SEO)?
  • 12. search engine optimisation • SEO’s are a resilient bunch, used to working with and helping optimise and organise information in a constantly changing environment. • Personalisation isn’t the only change happening in search: – Location – Device • Virtuous circle of interaction between social media and search.Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk 12
  • 13. Develop engine optimisation media presence that supports SEO search a successful social • Monitor your own and competitors online marketing activity • Develop a social media policy for staff • Optimise your social media accounts • Promote your own social media activity • Create great content in a variety of formats • Get users to create content for you • Optimise the site so that Google gets the most out of your pages • Provide syndication options – RSS/XML • Encourage promotion of content by website users • Measure success using available and appropriate metrics where possible Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk 13
  • 14. search engine optimisationJohn (Nelson) Wanamaker (July 11, 1838 – December 12, 1922) was a much respected and admired United States merchant, religious leader, civic and political figure, considered the father of modern advertising. Wanamaker was born in Philadelphia, Pennsylvania. "I know I waste half the money John (Nelson) Wanamaker I spend on advertising, the problem 1838 – December 12, half." (July 11, is, I dont know which1922)Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk 14
  • 15. Your own - Google Webmaster Tools ’Average’ position datasearch engine optimisationEdward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk 15
  • 16. and competitorsoptimisation search engine online marketing activity Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk 16
  • 17. Monitoring Campaign Success search engine optimisation Social Media Monitoring Metrics: Brand Performance Content Performance Sales Performance • Brand Mentions • Views • Search engine • Link Mentions • Shares referrals • Share of Voice • Clicks/Downloads • Referrals from • Number of • Comments/Feedback social media portals subscribers/fans • Subscriptions • Sales conversions • Sentiment Analysis from these referrals • Inbound Links Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk 17
  • 18. Develop aengine media policy for staff search social optimisation http://econsultancy.com/reports/corporate-social- media-policy-guidelines-digital-marketing- template-files Encourage staff to contribute to the success of social media campaigns by optimising the social media accounts that they use at work. • Which social media services should they use? • Some standard details to use (links, link text)? • Rules of engagement? Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk 18
  • 19. Promote engine optimisation search your own social media activityCreate Social Media HubAmalgamate your accountswithin your website, and createa hub related to your businessactivity online.Link to your social mediaaccounts and content, to helpboost their relevancy and makeit easy for users to find the‘official’ versions.EG: http://www.blogs.mod.uk/homepage.html Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk 19
  • 20. http://www.blogs.mod.uksearch engine optimisationEdward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk 20
  • 21. search engine content in a variety of formatsCreate great optimisationUniversal (blended) search, means a greater variety ofcontent types are being loaded into the search resultspage. Many of these are directly from or heavilyimpacted by social media.Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk 21
  • 22. search engine optimisation 25hrs of video uploaded to YouTube every minuteEdward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk 22
  • 23. search engine content in a variety of formatsCreate great optimisation• news results• video results• image results• blog results• real-time search (Twitter/Google Buzz)Maximise your opportunity to get in front of searchers byusing as many of the content formats as effectively as youcan.Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk 23
  • 24. search engine create content for youGet users to optimisation• Forums• Blog Comments• Ratings and ReviewsDeploy systems thatempower your userbase, but also benefityou.Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk 24
  • 25. Virtuous circle of interaction between search and socialsearch engine optimisation 58% of consumers start with search, outpacing company websites (24%) and social media (18%) Similarly, 46% of consumers who use social media in the purchase pathway are driven to use search to expand their knowledge about their likely purchase. GroupM Search and comScore, Inc 2011 The Virtuous Circle: Understanding Search and Social Media’s Role in the Purchase PathwayEdward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk 25
  • 26. Virtuous circle of interaction between search and socialsearch engine optimisation“When it comes to purchasing, the top-performing social option for consumers is:• user reviews (30%)• social networking (17%)• video sharing, such as YouTube (14%)• Twitter (9%)” GroupM Search and comScore, Inc The Virtuous Circle: Understanding Search and Social Media’s Role in the Purchase PathwayEdward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk 26
  • 27. Reviews in product searchsearch engine optimisationEdward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk 27
  • 28. search engine optimisation searchReviews in places / localEdward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk 28
  • 29. Onsite reviews used to enhance search results pagessearch engine optimisation Rich Snippets Mark up your pages using RDF or Microformats so that search engines can better understand the content. Improve the display impact and relevancy of your organic search results.Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk 29
  • 30. Provide syndication options – RSS/XMLsearch engine optimisationAutomated republishing of content on other websites.Often a useful base for apps and widgets.Scalable link generation for deep content.Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk 30
  • 31. Encourage Social Bookmarkingsearch engine optimisationSaving, sharing and sometimes voting on things you find interesting.Make it easy for website users to promoteyour content to their friends and link to you.Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk 31
  • 32. Summary
  • 33. search engine optimisation Will social media channels replace search engines? NoEdward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk 33
  • 34. search engine optimisation Is there a virtuous circle of interaction between social media and search? AbsolutelyEdward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk 34
  • 35. search engine optimisation Will search engines and SEO’s be required to help organise those channels? I think soEdward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk 35
  • 36. search engine optimisation @GuavaUK www.facebook.com/GuavaUK www.guava.co.ukEdward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk 36