Using Social Networks to Build SEO

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Learn how using social networks like Facebook, Twitter, LinkedIn, YouTube, Google+ and Pinterest can affect the visibility of your brand online!

This presentation was originally given at The Power of eMarketing conference in Providence, RI, on Oct. 23, 2012.

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  • Data from SearchMetrics. http://blog.searchmetrics.com/us/2012/06/07/us-and-uk-seo-ranking-factors-2012/
  • Data from SearchMetrics. http://blog.searchmetrics.com/us/2012/06/07/us-and-uk-seo-ranking-factors-2012/
  • Last bullet is according to Facebook’s COO, Sheryl Sandberg
  • SearchMetrics
  • http://www.adamsherk.com/social-media/pinterest-links-publisher-survey/Adam Sherk, VP SEO and Social Media for Define Media Group
  • MediaPost's Laurie Sullivan http://www.mediapost.com/publications/article/181322/seomoz-study-search-experts-share-salary-spend-d.html
  • http://www.adamsherk.com/publishing/seo-and-social-media-infographic/
  • Using Social Networks to Build SEO

    1. 1. Using Social Networks to BuildSEO How Using Facebook, Twitter, LinkedIn, YouTube, Google+ and Pinterest Affect Your SEO Aleweb Social Marketing, October 2012
    2. 2. What is SEO?  SEO = Search Engine Optimization  The process of improving the visibility of a website or a web page in a search engines "natural" or un-paid ("organic" or "algorithmic") search results  Multiple search engines Aleweb Social Marketing, October 2012
    3. 3. Major SEO Factors  Freshness of content  Engagement level  Site traffic  Site speed Aleweb Social Marketing, October 2012
    4. 4. What Do You Do First?  Find out what keywords your target audience is searching for  Integrate keywords into your content or use keyword suggestions to write new content  Write great meta-descriptions Aleweb Social Marketing, October 2012
    5. 5. Identifying Your Best Keywords  Check  Google Adwords’ keyword tool  Übersuggest.org  After writing, double-check  Wordle.net  Consider your strategy  Brand vs. keywords (name recognition vs. targeted terms) Aleweb Social Marketing, October 2012
    6. 6. How Else Do You Affect SEO?  For websites, ensure a good sitemap exists. Consider a video sitemap.  Limit your ad space, target your ads  Register in relevant directories  Engage with others Aleweb Social Marketing, October 2012
    7. 7. How Else Do You Affect SEO?  Be a guest contributor  Use images, video, polls and contests to keep visitors engaged  Optimize text used in social sharing buttons  Think of keywords as the meat of your SEO and social media as the potatoes Aleweb Social Marketing, October 2012
    8. 8. Social Signals and Good Rankings  Strong social sharing signals show extremely high correlation to good search index rankings  Sites with more social sharing had more inbound links  Social signals have stronger impact than backlinks even Aleweb Social Marketing, October 2012
    9. 9. Aleweb Social Marketing, October 2012
    10. 10. Social Weight in Search Results  Search results are annotated with social content  By default, in Google, search results are prioritized based on social rankings (weighted toward G+, but other social factors are considered too) Aleweb Social Marketing, October 2012
    11. 11. AuthorRank  New concept used by Google and Bing  Trusted, popular authors may be given a boost in search and social media visibility  Shift away from brands and toward ppl?  Similar concept to domain authority, trust and link popularity  Social media activity is an important signal in making those calculations Aleweb Social Marketing, October 2012
    12. 12. Facebook and Search  Facebook and Google are competitors  Facebook releases minimal info to Google  2nd most visited site on the internet  Google shows Pages, but no content  Facebook sees about one billion searches a day, without even trying  They now have a team working on a real FB search engine Aleweb Social Marketing, October 2012
    13. 13. Google and Facebook  Google considers:  Number of combined shares/likes on FB page and website  Authority of the individuals who share/like  Whether share/like rate is accelerating or decelerating Aleweb Social Marketing, October 2012
    14. 14. SEO and Facebook  3 areas currently affect SEO for Facebook pages in Google  About description  URL  Page name  As Facebook expands into real search, the “wisdom of friends” will become more important than the “wisdom of crowds” Aleweb Social Marketing, October 2012
    15. 15. Internal SEO for Facebook  Facebook saves all the best content for itself  Your page needs to be unique  Get other high quality pages to link to you  Include your keywords on the page  List your page as your employer  The first 18 characters of a status update Aleweb Social Marketing, October 2012
    16. 16. Twitter’s History with Google  Google partnered with Twitter for real- time search (excellent results)  Let contract lapse to pursue Google+  Now Google only considers:  Number of combined followers/mentions  Authority of the individuals who follow/mention  Whether follow/mention rate is accelerating or decelerating Aleweb Social Marketing, October 2012
    17. 17. Twitter  Content decays quickly unless favorited or stored on third-party sites  Twylah  Paper.li  Storify  Used more for engagement, branding, customer service and driving traffic  Tons of third-party apps to help you Aleweb Social Marketing, October 2012
    18. 18. LinkedIn  Provides the strongest correlation between the number of shares and inbound links  Less about SEO and more about putting your brand where the buyers are Aleweb Social Marketing, October 2012
    19. 19. LinkedIn and Search  Closed LinkedIn groups cannot be indexed  Open LinkedIn groups, company pages and company status updates are all indexed Aleweb Social Marketing, October 2012
    20. 20. YouTube  YouTube is owned by Google  Much of YouTube’s content is readily indexed by Google  3rd most visited site on the internet Aleweb Social Marketing, October 2012
    21. 21. Internal SEO for YouTube  Keyword-rich description  Properly assigned tags  Uploaded transcript  Links and likes  Time spent watching (estimated minutes watched) Aleweb Social Marketing, October 2012
    22. 22. Google+  Google has pushed sharing Google+ links and +1s as critical for SEO  ~10 Facebook activities ranked higher than anything done on Google+  Google isn’t competing with FB here  Carving out a very different kind of niche  Establishing strong connections between authors and their content Aleweb Social Marketing, October 2012
    23. 23. Google+  Key factors:  Number of shares  Authority of the people doing the sharing  Speed (acceleration or deceleration) of sharing  Location and connection (influence) of person sharing is important Aleweb Social Marketing, October 2012
    24. 24. Pinterest  Fasting growing social network of all time  Becoming a top source of links for a number of content sites  Food and Home categories dominate by a large margin  Fashion and Beauty is also doing well  Links are “no follow” links, so no SEO value Aleweb Social Marketing, October 2012
    25. 25. Link Value of Pinterest  Value is in traffic, exposure and engagement  60 sites surveyed Aleweb Social Marketing, October 2012
    26. 26. How Important is Social to SEO?  When asked which tasks SEO professionals spend time doing overall:  76% set up and run Facebook business pages  74% analyze, track site speed and page- load times  69% analyze competitors backlinks  64% analyze competitors content Aleweb Social Marketing, October 2012
    27. 27. How Important is Social to SEO?  64% set up and manage Google+ business profiles  63% analyze data in Google Analytics  59% blog  The line between social and SEO is blurring  Master one platform before moving on to another  Take your followers with you Aleweb Social Marketing, October 2012
    28. 28. Recap  Social media is useful for:  Personalized search results  Traffic and engagement  Link building  Affirmation of expertise  Increased visibility and brand awareness  Guest blogging opportunities  Publicity Aleweb Social Marketing, October 2012
    29. 29. The Question?  Not: "How do I optimize my website to better rank with search engines?“  Instead: "How can I optimize my brand so that its a sought-after participant in relevant conversations?" Aleweb Social Marketing, October 2012
    30. 30. Final Thoughts Low-rent infographic from Adam Sherk Aleweb Social Marketing, October 2012
    31. 31. Questions? Thank You for coming! Aleweb Social Marketing, October 2012
    32. 32. Contact Information  Aleweb Social Marketing  Phone: 860-946-0544  tara@alewebsocial.com  twitter.com/eandtsmom  linkedin.com/in/taraalemany  facebook.com/AlewebSocial  alewebsocial.com  youtube.com/user/alewebsocial  pinterest.com/alewebsocial Aleweb Social Marketing, October 2012

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