Social Media
Signals
Using Social + SEO to
Grow and Position
Your Brand
Carolyn Shelby
Director of Digital Strategy, 435 D...
Back in the day…
• Limited means of reaching consumers,
and almost all of it was push.
–
–
–
–
–

TV
Radio
Print
Outdoor
D...
Truly Successful Campaigns
• Used every means of connecting with the consumer
they could, in memorable ways.
• They positi...
Now We Have the Internet
• More ways to reach consumers and
communicate our message/position our
brands:
–
–
–
–

Web (Sea...
But…
• Messaging is not consistent. Styles, voices,
and even the words used in the messages are
not consistent.
• Brands a...
Message Consistency = Branding
• The more you expose the consumer to a
brand, the more you’re reinforcing the
message in t...
We’re Missing Opportunities!
Fractured/inconsistent
messaging and social media
engagement without brand
and category level...
and, often, the whole point
Pinterest
Twitter

Facebook

Google+

Web

LinkedIn
Sending the Right Signals
Consistency
• Consistent look and feel
– Aids credibility
– Reinforces brand awareness
– Fosters brand affinity

• Consist...
Strategic Use of Signals
• Category Signals (non-branded terms)
– Important for non-branded search
– Used to reach people ...
Category/Non-Branded Terms
• These are the trophy keywords that get
people unfamiliar with your brand/products
to your sit...
Brand Terms
• Branded terms are the easiest to rank
for… Good brands *own* their brand
and their product names in the SERP...
Branded

Category/Non-Branded
Social Media Rule of Three
Does not preclude or
exclude:
Push
Your
Brand

Share
Interests

Be Yourself*

• SEO
• Keyword r...
Send the Right Signals
• Use consistent imagery, voice, styles and
messaging.
• Push your brand, your specific messages an...
Making the Most of Social Platforms
•
•
•
•

Facebook
Twitter
Pinterest
Google+
Facebook
• Not only is Facebook a valuable source for
search ranking signals (shares, likes), but it
also has it’s own int...
Do we see a pattern?
Twitter
• (Smart) people monitor keywords as well
as hashtags.
• Things you share on Twitter (and other
social media platf...
Pinterest
• USE YOUR WORDS! Search engines cannot
see images. Name your boards, name your
images, and describe the picture...
Google+
• The ranking factor chart doesn’t lie… G+ is huge
for search.
• The algorithm currently used on G+ accounts is
si...
Google + in SERPs
• Have a nice photo
• The more circles
you’re in, the better
(as long as the circles
are related to your...
Carolyn Shelby
Director of Digital Strategy, Tribune/435 Digital
@cshel
cshelby@tribune.com
carolyn@435digital.com
Tribune is one of the country’s leading multimedia companies, operating

businesses in publishing, digital and broadcastin...
Using Social Media + SEO to Grow and Position Your Brand
Using Social Media + SEO to Grow and Position Your Brand
Using Social Media + SEO to Grow and Position Your Brand
Using Social Media + SEO to Grow and Position Your Brand
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Using Social Media + SEO to Grow and Position Your Brand

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Deck from my PubCon session on "Social Media Signals that Influence Search". In this presentation, we discuss how you can tailor your messaging and posts to maximize the value of the signals being sent from social media to the search engines. Covers keyword research, branding, best practices for Twitter, Facebook, Pinterest, and Google+

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Using Social Media + SEO to Grow and Position Your Brand

  1. 1. Social Media Signals Using Social + SEO to Grow and Position Your Brand Carolyn Shelby Director of Digital Strategy, 435 Digital/Tribune
  2. 2. Back in the day… • Limited means of reaching consumers, and almost all of it was push. – – – – – TV Radio Print Outdoor Direct Mail
  3. 3. Truly Successful Campaigns • Used every means of connecting with the consumer they could, in memorable ways. • They positioned the brand in the category. The goal was to make the consumer think of their brand first when considering a purchase in the category. • The messaging was CONSISTENT. • Positioned the brand as the category leader.
  4. 4. Now We Have the Internet • More ways to reach consumers and communicate our message/position our brands: – – – – Web (Search) Social Media (FB, Twitter, Google+, etc) Mobile Email
  5. 5. But… • Messaging is not consistent. Styles, voices, and even the words used in the messages are not consistent. • Brands are often not positioned in the new media the way they are in the old media.
  6. 6. Message Consistency = Branding • The more you expose the consumer to a brand, the more you’re reinforcing the message in their heads. • Consistency across all channels dramatically increases the frequency of exposure and strengthens the brand’s position in the consumer’s mind.
  7. 7. We’re Missing Opportunities! Fractured/inconsistent messaging and social media engagement without brand and category level strategy is just spinning tires… It’s preventing Social Media and SEO efforts from getting the traction.
  8. 8. and, often, the whole point Pinterest Twitter Facebook Google+ Web LinkedIn
  9. 9. Sending the Right Signals
  10. 10. Consistency • Consistent look and feel – Aids credibility – Reinforces brand awareness – Fosters brand affinity • Consistent messaging – Voice/Tone – Consistent use of specific words and phrases – Consistent use of imagery
  11. 11. Strategic Use of Signals • Category Signals (non-branded terms) – Important for non-branded search – Used to reach people who are not yet familiar with your brand/products. • Brand Signals (branded terms) – Used to position your brand as the leader in your category and to reinforce that message. – Also good for reinforcing concepts that are unique to your brand.
  12. 12. Category/Non-Branded Terms • These are the trophy keywords that get people unfamiliar with your brand/products to your site. • To increase the relevancy and traction of non-branded keywords, they need to be used in all of the messaging, as often and as naturally as possible.
  13. 13. Brand Terms • Branded terms are the easiest to rank for… Good brands *own* their brand and their product names in the SERPs • Branded terms will be your least expensive PPC campaigns
  14. 14. Branded Category/Non-Branded
  15. 15. Social Media Rule of Three Does not preclude or exclude: Push Your Brand Share Interests Be Yourself* • SEO • Keyword research or • Limiting branding efforts to 33% of engagements. * Yourself = Your BRAND
  16. 16. Send the Right Signals • Use consistent imagery, voice, styles and messaging. • Push your brand, your specific messages and category terms. Be strategic about the messages you write and don’t miss opportunities to use your target keywords. • Don’t break character!
  17. 17. Making the Most of Social Platforms • • • • Facebook Twitter Pinterest Google+
  18. 18. Facebook • Not only is Facebook a valuable source for search ranking signals (shares, likes), but it also has it’s own internal search (OpenGraph). • Make sure the words you use in your FB interactions HAVE YOUR KEYWORDS in them. Somewhere.
  19. 19. Do we see a pattern?
  20. 20. Twitter • (Smart) people monitor keywords as well as hashtags. • Things you share on Twitter (and other social media platforms) should drive readers back to your website. Don’t keep them in the walled garden.
  21. 21. Pinterest • USE YOUR WORDS! Search engines cannot see images. Name your boards, name your images, and describe the pictures using words people are likely to search for. • Drive followers from your website to your Pinterest board (reverse of other social platforms)
  22. 22. Google+ • The ranking factor chart doesn’t lie… G+ is huge for search. • The algorithm currently used on G+ accounts is similar to old school SEO. You are what you write/share. • Tying your G+ account into your posts on the web for authorship credit will increase your perceived authority and help you show up in searches you would not normally appear in (with a photo!).
  23. 23. Google + in SERPs • Have a nice photo • The more circles you’re in, the better (as long as the circles are related to your subject!) • You still need to optimize your titles and descriptions ;)
  24. 24. Carolyn Shelby Director of Digital Strategy, Tribune/435 Digital @cshel cshelby@tribune.com carolyn@435digital.com
  25. 25. Tribune is one of the country’s leading multimedia companies, operating businesses in publishing, digital and broadcasting. In publishing, Tribune’s leading daily newspapers include the Los Angeles Times, Chicago Tribune, The Baltimore Sun, Sun Sentinel (South Florida), Orlando Sentinel, Hartford Courant, The Morning Call and Daily Press. The company’s broadcasting group operates 23 television stations, WGN America on national cable and Chicago’s WGN-AM. Popular news and information websites complement Tribune’s print and broadcast properties and extend the company’s nationwide audience. 435 Digital was created as the digital marketing services arm of Tribune Media, after the success of ChicagoNow showed that many of the Tribune’s advertisers wanted to expand their digital presence, but did not have the expertise to do it. 435 Digital provides the expertise they need.
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