Optimizing for Social - Why & How

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Dana Lookadoo spoke to Heather Lloyd-Martin's SEO Copywriting Certification class to explain how to optimize sharing social content and increase audience engagement. Topics covered included the …

Dana Lookadoo spoke to Heather Lloyd-Martin's SEO Copywriting Certification class to explain how to optimize sharing social content and increase audience engagement. Topics covered included the latest trends in social media, what's being shared, and how the search engines are interpreting this information to influence ranking. The use of Open Graph protocol was explained, including use of WordPress SEO to help create those tags. Other best practices addressed how to optimize sharing of content on Facebook and Google+ as well as making tweet retweetable on Twitter. Resources included access to download a spreadsheet to help plan out each post and ideas for going viral.

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  • 1. Optimizing for Social – Why & How SEO Copywriting Certification Class Dana Lookadoo . @lookadoo . YoYoSEO.com March 27, 2013@YoYoSEO
  • 2. Agenda – Optimizing for Social Social Sharing Trends  Who’s Sharing What?  Why Social is Important to SEO Formatting Your Content  With & Without Optimization  Anatomy of a Share Snippet  The Code Behind the Scenes  Pro Tips & Caveats Resources & Inspiration  Social Sharing Worksheet  WordPress SEO Plug-in  Sources for Viral Ideas @YoYoSEO @lookadoo
  • 3. Social Sharing Trends Who’s Sharing What? Social is Important to SEO@YoYoSEO @lookadoo
  • 4. Latest Trends in Social Sharing @YoYoSEO http://www.webhostingbuzz.com/blog/2013/03/21/whos-sharing-what/ @lookadoo
  • 5. Who’s Sharing & What? @YoYoSEO http://www.webhostingbuzz.com/blog/2013/03/21/whos-sharing-what/ @lookadoo
  • 6. Who’s Sharing & What? @YoYoSEO http://www.webhostingbuzz.com/blog/2013/03/21/whos-sharing-what/ @lookadoo
  • 7. Social Sharing & SEO - Study Published June 2012 Social affects search.  “Social signals from Facebook and Twitter now correlate very strongly with good rankings in Google’s index.” Sharing content on Facebook and Twitter and “getting people to engage with it” sends signals that boost SEO. @YoYoSEO http://www.searchmetrics.com/en/searchmetrics/press/ranking-factors/ @lookadoo
  • 8. Ranking Factors – U.S. Data from February & March 2012 @YoYoSEO http://www.searchmetrics.com/en/searchmetrics/press/ranking-factors/ @lookadoo
  • 9. Facebook in Bing SERPs - Personalized
  • 10. Quality Content > Engaged Social > Rankings Social is about engaging with your customer and clientele and having them amplify and say that you are the authority on a topic... Turning this stuff on doesn’t immediately give you a in a boost in rankings. If people love you and there is a real gravity happening around your product…and if all the signals tell us that, then you are going to rank well and Duane Forrester, Bing drive traffic. SMX West 2013 The Search Police: Matt & Duane’s Excellent Search Engine Adventure http://www.youtube.com/watch?feature=player_embedded&v=xvdi6iluHFQ @YoYoSEO @lookadoo
  • 11. Does Google+ Matter? Studies show Facebook engagement signals matter. Does Google+? If your audience is there, it does!  What’s your % of [not provided] keywords? @YoYoSEO @lookadoo
  • 12. SPYW (Search Plus Your World) - Personalized @YoYoSEO @lookadoo
  • 13. Google+ in SERPs - Personalized @YoYoSEO @lookadoo
  • 14. Google+ in SERPs – Non-Personalized @YoYoSEO @lookadoo
  • 15. Does Google+ Matter? Google+ is a portent of what’s coming. It’s the future of everything Google is planning to do. Adam Audette, Rimm-Kaufman Group SMX West 2013 Leveraging Google+ Social Interactions For Radical Organic SERP Impact: Insight From #SMX: http://www.aimclearblog.com/2013/03/12/getting-ahead-with-google/ @YoYoSEO @lookadoo
  • 16. How Does YOUR Content Get There? Make a good 1st impression! @YoYoSEO http://www.flickr.com/photos/geckoam/4951244309/ @lookadoo
  • 17. Formatting Your Content With & Without Optimization Anatomy of a Share Snippet The Code Behind the Scenes Pro Tips & Caveats@YoYoSEO @lookadoo
  • 18. Lack of Site Optimization @YoYoSEO @lookadoo
  • 19. Nix the Bit.ly on Google+ & Facebook @YoYoSEO https://plus.google.com/109108273123284204690/posts/Fb4CT2nPFTc @lookadoo
  • 20. Anatomy of a Share Snippet  When you share a post on Facebook or Google+ (LinkedIn as well), a snippet is generated from code in the page (B-E below). A B E CA. Share BlurbB. Title DC. DescriptionD. ImageE. URL (Title link) @YoYoSEO http://www.chromeweblab.com/ @lookadoo
  • 21. Take Control with Microdata Facebook Open Graph protocol and Schema.org specify what to display for the snippet elements.  http://ogp.me/  http://schema.org/ Open Graph Tags that control the share snippet: OG:Title OG (Open Graph) OG:Description tags go in the <head> OG:Image of each page. OG:Type OG:URL PRO TIP: You don’t have to create two sets of tags! Open Graph works for both Google and Facebook for optimizing your snippets! @YoYoSEO @lookadoo
  • 22. Structured Social Sharing Formula @YoYoSEO http://www.seomoz.org/blog/rock-your-seo-with-structured-social-sharing- @lookadoo mozcon-presentation
  • 23. Snippet Title <meta property="og:title" content="Web Lab" /> 134 characters, possibly more? @YoYoSEO @lookadoo
  • 24. Snippet Description <meta property="og:description" content="Web Lab. A series of interactive Chrome Experiments made by Google. See the magic of the web brought to life. Open to the world online. Live from the Science Museum, London. Enter the Lab." /> <=188 char. @YoYoSEO @lookadoo
  • 25. Image Thumbnail <meta itemprop="image" content="http://weblab- live.appspot.com/files/images/sharing/web-lab-share- plus.jpg">Best: 200x200Min.: 120px @YoYoSEO @lookadoo
  • 26. Content/Object Type <meta property="og:type" content="website" /> og:type values article profile book video.movie music.song http://ogp.me/#types @YoYoSEO @lookadoo
  • 27. Canonical URL <meta property="og:url" content="http://www.chromeweblab.com"/> Permalink of the post/article Canonical URL shouldn’t contain any variables. It should be the version of the URL that is to display, the URL you want to rank. @YoYoSEO @lookadoo
  • 28. http://www.seocopywriting.com/content-marketing/content-6-favorites/@YoYoSEO @lookadoo
  • 29. red = OG attributes referenced in presentationOG Code via Yoast WordPress SEO plug-in<meta property=og:locale content=en_US/><meta property=og:title content=All about content: 6 of our all-time favorites/><meta property=og:description content=From content creation to quality to marketing to strategy, 6 of ourall-time favorite guest posts around content are featured./><meta property=og:url content=http://www.seocopywriting.com/content-marketing/content-6-favorites//><meta property=og:site_name content=SEO Copywriting/><meta property=og:type content=article/><meta property=og:image content=http://www.seocopywriting.com/wp-content/uploads/2013/03/All-time-Favorite-Content-Guest-Posts031913.jpg/><meta property=og:image content=http://www.seocopywriting.com/wp-content/uploads/2013/03/Joe-Pulizzi1.jpg/><meta property=og:image content=http://www.seocopywriting.com/wp-content/uploads/2013/03/George-Passwater-200x167.jpg/><meta property=og:image content=http://www.seocopywriting.com/wp-content/uploads/2013/03/Angie-Nikoleychuk-200x163.jpg/><meta property=og:image content=http://www.seocopywriting.com/wp-content/uploads/2013/03/Ian-Lurie2.jpg/><meta property=og:image content=http://www.seocopywriting.com/wp-content/uploads/2013/03/Marjorie-Steele.jpg/><meta property=og:image content=http://www.seocopywriting.com/wp-content/uploads/2013/03/Derek-Cromwell1.jpg/> @YoYoSEO http://www.seocopywriting.com/content-marketing/content-6-favorites/ @lookadoo
  • 30. Looking Good with Multiple Images in G+ og:title linked to og:url og:image og:image og:description og:image og:image og:image og:image og:image @YoYoSEO @lookadoo
  • 31. Default Images without OG Directives in G+ NOT og:image NOT og:image @YoYoSEO @lookadoo
  • 32. Facebook May Ignore OG Directives Facebook will show up to 10 thumbnail choices but prefers images with larger dimensions. @YoYoSEO @lookadoo
  • 33. Tracking for Analytics http://www.chromeweblab.com?utm_source=google+ &utm_medium=social&utm_campaign=chrome URL Source Medium Campaign URL + UTM Variables = Social Referral Data Google UTM Variables & Custom Campaigns: http://support.google.com/analytics/bin/answer.py?hl=en&answer=1033863 URL Builder: http://support.google.com/analytics/bin/answer.py?hl=en&answer=1033867& topic=1032998&ctx=topic @YoYoSEO @lookadoo
  • 34. Your Share Content“Share what’s new” (FB) or “What’s on your mind?” (G+): Cant wait to experience this in 3 weeks! @YoYoSEO @lookadoo
  • 35. Your Share Blurb = <Title> Tag  PRO TIP: Front load keywords!  A widely shared post with a quality title (share blurb) has a good chance of ranking for its given keywords! @YoYoSEO @lookadoo
  • 36. Widely Shared Posts - Rank Multiple Times?https://plus.google.com/u/0/109412257237874861202/posts/QvXntymQAYXhttps://plus.google.com/+MattCutts/posts/QvXntymQAYX @YoYoSEO @lookadoo
  • 37. Breaking Down a Google+ Post Meta Tags <title>Matt Cutts - Google+ - Google Play is celebrating its birthday with a whole week…</title> <meta name="Description" content="Google Play is celebrating its birthday with a whole week of free and discounted downloads."> @YoYoSEO @lookadoo
  • 38. Google+ Posts in SERPs - Caveats Actual <title> tag includes “Name - Google+ - ” prior to the words at the front of your share blurb. Google “reserves the right” to modify the Title tag.  Titles vary depending upon the search query.  Your “share blurb” may also be repeated in the SERP meta description if there is nothing else. @YoYoSEO https://plus.google.com/+MattCutts/posts/QvXntymQAY @lookadoo X
  • 39. Optimize Google+ Status Updates PRO TIP: Google+ can be used as a place to curate content and get more interactions – engagement and discussion. If engagement is your goal (& it should be), share a summary – a few short paragraphs with your thoughts on the subject. @YoYoSEO https://plus.google.com/u/0/115106448444522478339/posts @lookadoo
  • 40. “17 Of The Most ViralQuality Images Go Viral Facebook Photos In History” @YoYoSEO http://www.businessinsider.com/the-20-most-popular-photos-2012-12 @lookadoo
  • 41. Hashtags – Google+ @YoYoSEO @lookadoo
  • 42. Hashtags – Facebook“Facebook is testing whether to followTwitters lead and allow users to clickon a hashtag to pull up all posts aboutsimilar topics or events so it canquickly index conversations aroundtrending topics and build thoseconversations up, giving users morereason to stay logged in and see moreads.”Wall Street JournalMarch 14, 2013 Until then… @YoYoSEO http://online.wsj.com/article/SB10001424127887323393304578360651345373308.html @lookadoo
  • 43. Hashtags – Twitter DO NOT OVERUSE # http://tagdef.com/ http://hashtags.org/ http://twubs.com/ @YoYoSEO @lookadoo
  • 44. Optimize Tweets for Twitter 1. Create bit.ly or custom short URL. Steps Append UTM tracking tag to end of URL for tracking in analytics (step 6) prior to creating bit.ly. 2. Choose a single #hashtag, if any. (2 hashtags at most) 3. Create “retweetable” tweet that won’t be cut off if retweeted. Size Max Characters = 140 – 5 – (LEN)@YourProfile Latest Greatest SEO Copywriting Post Title: Format bit.ly.Lmt3Xlu by @YourProfile #hashtag @YoYoSEO @lookadoo
  • 45. Resources & Inspiration Social Sharing Worksheet WordPress SEO Plug-in Sources for Viral Ideas@YoYoSEO @lookadoo
  • 46. Worksheet Structured Social Sharing Worksheet: http://yseo.us/sssfw @YoYoSEO @lookadoo
  • 47. OG Tags via WordPress SEO Plug-In WordPress SEO plug-in by Yoast (Joost de Valk): http://yoast.com/wordpress/seo/ @YoYoSEO @lookadoo
  • 48. Look at What’s HOT! @YoYoSEO http://www.buzzfeed.com/ @lookadoo
  • 49. Look at What’s Trending @YoYoSEO http://whatstrending.com/ @lookadoo
  • 50. Look at What’s Trending in Real Time @YoYoSEO http://mashable.com/ @lookadoo
  • 51. The Result of Mastering Social Optimization… @YoYoSEO @lookadoo
  • 52. Dana Lookadoo President, SEO Consultant & Trainer Yo! Yo! SEO Agency focus is Word-of-Mouth SEO, helping clients optimize their online conversation. dana@yoyoseo.com . YoYoSEO.com @lookadoo . @YoYoSEO