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Search Engine Optimization and Social Media
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Search Engine Optimization and Social Media

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A primer on search engine optimization and social media.

A primer on search engine optimization and social media.

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  • Over 12 Billion Searches/Month…. And this is old data.The People are there, so you have to bethere too.
  • Put simply, a keyword is the word or phrase that a user inputs into a search engine.Social media sites, like Twitter and Facebook, are search engines too – people put a keyword in to find a specific thing.
  • So, we know what a keyword is, what’s keyword research?Let’s talk about an ideal searching situation. You, Company X, are the best provider of X Widgets. Customer Y wants an X Widget, searches for X Widgets. You come up first. They buy an X Widget. Everyone wins.Your goal with keyword research is to come closer and closer to the best set of keywords that will lead to scenarios like the one we just described. Search engine optimization isn’t tricking search engines. It’s about adding value. What do I mean by adding value?
  • You have a women’s golf store.
  • Even womens golf is broad.
  • Let’s ditch the golf example. Now you sell used cars.Used cars vs. pre-owned carsHow much is your brand worth?
  • Strict PurchaseComparison ShoppingResearch/info-seeking
  • Your theme is your broad keyword. Womens golf. This one doesn’t really require extra work, because your site already has a theme center around your product or service. However, you should consider that
  • Can you even rank for it?Some terms are very competitive. Often, these are broad terms, which we already discussed, but long-tail keywords can also be competitive if they are popular or proven to be high-profit.PageRank – 0-10 – Accounts for age of domain, links, social media, and dozens of other factors that relate to the authority of a domain or siteSo if the first search engine results page is full of well-optimized PR 8 sites and you have a PR 4 site, you might want to consider choosing a different keyword, especially at first.Ranking for other, less competitive terms within your theme will help you later on when you aim for ranking
  • Definitely not. You know the way you would look for your company, services, or product. You must:Really put yourself in the customer’s shoesUse the benefit of actual data to support your keyword choicesAvoid industry jargon unless you're selling to people who use industry jargon (e.g. medical supplies)
  • It’s hard to talk about how to brainstorm, but we’ll try.Sit down and think about those last question. Come up with a list of 10-20 keywords, broad or long-tail, that you think customers would enter when searching for your product or service. Then we’re on to Research.
  • Explain why:
  • We’re going to go through each

Search Engine Optimization and Social Media Search Engine Optimization and Social Media Presentation Transcript

  • SEO and Social Media
  • 12,000,000,000
  • What is a Keyword?
  • Keyword Research:the foundation of search optimization.
  • Common Misconception: Broad terms are most important.
  • Womens Golf
    Apparel Shoes Clubs
    Socks Towels Umbrellas Shirts
    Mini Golf!?
    Misspelled Gulf of Mexico
    Golf
    Mens Golf
    Apparel Shoes Clubs
    Socks Towels Umbrellas Shirts
    WomensMens
    Pro
    Tickets Videos
  • Key Concept: Long-tail Keywords
  • Considerations withKeyword Research: Branding vs. Search Volume
  • Considerations withKeyword Research: Intent
  • Considerations withKeyword Research:Theme
  • Considerations withKeyword Research: Competition
  • Conducting Keyword Research: Brainstorming
  • Common Misconception: You know what your customersare searching for.
  • Conducting Keyword Research: Brainstorming
    • What am I providing/selling?
     
    • Who is my consumer?
     
    • What does my consumer want?
     
    •  How does my consumer think about my product?
     
  • Conducting Keyword Research: Researching
    • There are dozens of tools available, but we’re going to work primarily with Google tools and SEOBook’s Firefox Keyword Add-on Tool.
  • Conducting Keyword Research: Selecting
    • The central activity of social
     
    • This sharing is a realtime, two way
     
    • Because sharing moves.
     
    •  Social media is really.
     
    • Everybody's doing it ;)
  • Writing: Now that you have keywords,what do you do with them?
  • When do you use keywords?
    • Primary Site Content.
     
    • Site Structure.
     
    • Blogs.
     
    •  Images
    • Link-building.