Smo Tactics David Snyder
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Smo Tactics David Snyder Presentation Transcript

  • 1. SMO Tactics: SERP Control through SMO David Snyder @davesnyder SearchandSocial.com [email_address]
  • 2. SearchandSocial.com SMO Tactics: SERP Control through SMO David Snyder The SERPs (search engine results pages) of today do not look like the SERPs of yesteryear, and not knowing how to evolve with the technology could mean the death of your branded search campaign.
  • 3. SearchandSocial.com SMO Tactics: SERP Control through SMO David Snyder Combining your social media effort with your search effort could help you lock down your branded terms.
  • 4. SearchandSocial.com SMO Tactics: SERP Control through SMO David Snyder How important is this? 77 % of keyword searches are branded - DoubleClick
  • 5. SearchandSocial.com SMO Tactics: SERP Control through SMO David Snyder Social Networks Some social networks, due to varying factors (internal linking structure,domain trust) can be incredibly useful in your SERP battles. When you create your profiles for your company in Twitter, Myspace, and other networks, they can become heavily weighted, especially for branded terms if you add them to the same link neighbourhood as your currently ranking site.
  • 6. SearchandSocial.com SMO Tactics: SERP Control through SMO David Snyder You should make sure to optimize your profiles by creating user and display names based on how your searchers will look for your brand. You should then make sure you are linking to your profiles from your company website, further giving these profiles relevance for your search term. Original content is of importance as with any SEO endeavour
  • 7. SearchandSocial.com SMO Tactics: SERP Control through SMO David Snyder The more you engage with prospective customers and network the more link equity you will build to your page, and the more you will be able to pass to the rest of your network, depending on your social platforms ability to pass link equity. This is truly where social media becomes “optimization”.
  • 8. SearchandSocial.com SMO Tactics: SERP Control through SMO David Snyder Always remember to keep the engagement authentic. Your social media strategy should be just that, social. But in the end the foundation you set for SMO can be utilized again for search. There is no need to reinvent the wheel. (I hate this cliché but it works)‏
  • 9. SearchandSocial.com SMO Tactics: SERP Control through SMO David Snyder Images: The Flickr Model Flickr profiles and images are indexed. The profiles and photostreams also pass link equity. This means that by optimizing your photos you can they have the possibility of ending up in blended search results, and the same is true of your profiles and photostreams.
  • 10. SearchandSocial.com SMO Tactics: SERP Control through SMO David Snyder SMO Tips for Image Sites and Images Tips: 1)You will want to set the username for the account in connection with your business or product. Since a search result in an engine will not be sending users to your site, you are really looking for brand equity here. You are also making an offensive strike for reputation management. 2)You will want to take care when naming your images, creating descriptions, and tagging them. Utilize your keyword researcher
  • 11. SearchandSocial.com SMO Tactics: SERP Control through SMO David Snyder Video: The Youtube Model Like Flickr, Youtube.com serves up the double whammy of social network and indexable content. To be honest, from an SEO perspective I find video to be the most annoying of the blended search mods, simply because new content can float to the top of SERPs and disrupt results it took months to achieve. If you can’t beat them join them. Now is the time to get into video.
  • 12. SearchandSocial.com SMO Tactics: SERP Control through SMO David Snyder Be the first in your market creating video optimized for your key terms, and you could have another piece of key SERP property. Like Flickr, Youtube profiles have become as important a tool in your battle for SERP domination and branding as the videos. Again the point here is to solidify your brand in the search engines, and to make pre-emptive reputation moves.
  • 13. SearchandSocial.com SMO Tactics: SERP Control through SMO David Snyder You optimize the actual video content much like you optimize an image in flicker; title, description, and tags are all very important. Comments and building communication is also a great way to optimize the video. Make sure not to utilize sock puppetry. Make this organic, but if people comment join in the conversation and propel the comment creation.
  • 14. SearchandSocial.com SMO Tactics: SERP Control through SMO David Snyder #6 Myspace Barack Obama #8 Youtube #9 Youtube
  • 15. SearchandSocial.com SMO Tactics: SERP Control through SMO David Snyder What else does this strategy help you with? 1) Selling SMO to Your CEO 2) Managing Your Online Reputation 3) Improving long conversion funnel sales
  • 16. SMO Tactics: SERP Control through SMO David Snyder @davesnyder SearchandSocial.com [email_address]