Learn24 SEO & Social Media Presentation

Marketing Content Through SEO and Social Media

Presentation Agenda
Uncovering SEO Opportunities Through Content Marketing
The Landscape: SEO & Social Media
Social Media Communities & Link Building Strategy

Uncovering SEO Opportunities Through Content

White Paper/Case Study Landing Pages

Improving White Paper Visibility Tizor Systems Site Objective: Generate interest from peers in the educational resources of this technology startup Strategy 1: Create more content available to be indexed by search engines Tactic: Creation of individual white paper landing pages to unlock long-tail keyword phrases We added hyperlinks that connected users (and search engines) to each applicable White Paper Executive Summary Page

Improving White Paper Visibility Strategy 2: Enhance landing pages so there is both PPC and SEO value Simplified the conversion process by adding a request form to each landing page.
RESULTS
Organic search engine traffic increased by 225% from Q1 to Q4 of that year
Cost per lead went was cut by 50% in that same time period

Improving White Paper Visibility Guidon Performance Systems We’ve implemented a similar strategy for a new client, Guidon Performance Solutions Approximately 100 case studies broken down into individual landing pages To aid lead generation efforts, we added an additional call-to-action and cross-links at the bottom of the page 33% growth in unique keywords sending traffic during the second month of the program We cut the cost/lead by 50% in the first 60 days

Landing Page Considerations
Remember that every page is an opportunity to be found in search, particularly for long-tail keywords
Keep landing pages simple, particularly when referencing a more in-depth piece.
Illustrate key points and the value to the reader
Consider blending SEO and PPC strategies together by incorporating form registrations to capture key visitor data as well

Blended Search

Search Engine Optimization

Blended Search Results The integration of blended search (Google’s Universal Search) means that more vertical search elements are being integrated into traditional Google.com search Reference: http://searchengineland.com/070516-143312.php The Key to knowing if you should be investing in blended search is in keyword research and evaluating search results

News Feed Optimization
News Requirements & Best Practices
Fresh Content: Priority is given to articles that are recent, substantial, original and focused on the topic.
Date Requirement: Dates should be placed between the title and body
Author Requirement: Multiple authors are required – either credit authors in individual news articles or create an author “bio page”
Use of Sitemap: XML news sitemaps are preferred
URL Requirement: Articles must be on unique, permanent URLs with at least 3 digits (waived if using a XML news sitemap)
Image Best Practice: Use large image sizes with good aspect ratios
From the Google Webmaster Central Blog: http://googlewebmastercentral.blogspot.com/2009/09/tips-for-news-search.html

Press Release Optimization
Press release optimization for competitive keywords
The objective is to achieve immediate visibility for a term that people are searching for in high volume
Press release optimization for long-tail keywords
The objective is to sustain visibility for niche keywords which may not have a large volume of search activity but will allow a company to maintain rankings for a longer duration
Approximately 18,000 searches/month Approximately 40,000 searches/month

Press Release Optimization
Make sure that your keywords are visible within the press release
Places to target keyword visibility:
Browser Title
Press Release Headline
First paragraph of the press release
As appropriate within the body of the press release
Make sure to add the http:// to the beginning of all web addresses Websites may pick this up and automatically generate links to your website

Video Search Engine Optimization Strategies for Video SEO Create comprehensive keyword-centric video details (Titles, Descriptions, Tags, etc) Embed & Link to YouTube/Third Party Video destinations on your site (and vice versa) If video is on the site, submit both video files and web pages via XML sitemap (use the same title structure for page & video) Google Guidelines http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=80472

SEO & Social Media

SEO Landscape: The Core Components
Historically, an effective SEO strategy involved:
Keyword Research & Application in Content (HTML Titles, Page Headings, META Descriptions, etc)
Creating an “SEO Friendly” website (IE, making certain search engines are able to understand the site once they get to it)
Building Inbound Links (Partners, Directories, Blogs, etc)

SEO Landscape: The Next Level Social Media has become a critical component of SEO Strategy - Reasons: Social media users are more savvy online consumers, who tend to link back to sites/content they find of value; necessary for targeting link building strategies Social media provides an opportunity to evaluate & research what types of content will resonate with an audience Social communities have become important tools for developing relationships with site owners, marketers, and publishers of content; necessary for targeting link building strategies

Link Building Observations w/Social Media
Be on the lookout for easy-to-find places that links can be created (profiles, submissions, updates, etc)
Even if a link is not “SEO Friendly”, there still can be value
Just because you can submit a link; does not mean it will be appropriate (watch and observe first)
Keep a record of the communities, social sites, and blogs that matter to you/your business objectives
Even though the network is important, your content has to speak for itself

Link Building & Social Media Communities

YouTube

Twitter

Twitter Messaging
Hashtags: Utilize hashtags that label updates in a manner that people/companies might search Twitter with as well as to brand company initiatives
Use Twitter Search (http://search.twitter.com/) to determine how “popular” a particular hashtag is (based on number and frequency of updates
Tie company & business related status updates to broad-based hashtag topics when appropriate
Promotion of Network/Community: Bring visibility to peers, colleagues, and possibly competitors by citing sources & using @reply to acknowledge network

Twitter Search.Twitter.com allows users to search for profiles and conversations related to strategic keywords Evaluate popularity by observing the number, frequency and rate to which new updates appear Subscribe to RSS feeds of the most important queries to keep an up-to-date record of information

Twitter

LinkedIn
Add Applications – applications enhance the interactivity of your profile and also bring visibility to content and information from your other social media websites
Recommended Applications
Twitter – Twitter can now be integrated directly in profile administration
SlideShare Presentations or Google Presentations – For presenting Guidon presentations and favorite presentations from third parties
WordPress or BlogLink For presenting personal/professional/company blog posts in your profile
Additional Applications based in preference: Events, Company Buzz, and Polls

Blog Post Development & Blog Outreach

Blog Outreach & Strategy

Blog Outreach & Strategy http://www.postrank.com/topic/automotive

Blog Outreach & Strategy 30+ Different sites linked to the post based on our outreach and information generating 3,200+ page views

Social News & Bookmarking Sites
A great opportunity for increasing brand awareness and acquiring inbound links for SEO
Challenge : Different types of content resonate across each community
Challenge: Having a network (within each community) is important (critical)
Fortunately, many influential members of these social media communities are also accessible via Twitter, LinkedIn, and other social networking websites

Social News & Bookmarking Sites “ MrBabyMan” (IE, Andrew Sorcini) Most successful user in the Digg community (with respect to stories making the Digg Front Page) Also can be reached on Twitter, IM, and through his blog/weekly podcast http://twitter.com/scaryinternet/digg-s-top-100-users

Social News & Bookmarking Sites

Example of Successful Blog Content
Social Media Influences
StumbleUpon Research
Links from similar posts referenced in online forums
Feedback from Community based on previous posts
http://blog.machinefinder.com/1104/tractor-art
This Post: “ 30 Examples of Tractor Art & Art from Tractors” drew the following results:
2,300+ Page Views
1,100+ Referrals from social bookmarking sites
Approximately 600+ referrals from RSS, social networking sites & Twitter
49 Links

Example of Successful Blog Content http://wikibon.org/blog/data-storage-professionals-on-twitter/
Social Media Influences
Successful Blog Posts in similar industries
Rapid adoption of Twitter
This Post: “ 80+ Storage Professionals to Follow on Twitter” drew the following results:
2,000 Page Views
1,000+ Referrals from social media sites
30+ Comments to post
10+ Links

Final Wrap Up
Every content asset can be an opportunity to be found in search
Social media provides tremendous opportunities on its own but also as a way to improve your overall SEO strategy
Social media provides an opportunity to evaluate & research what types of content will resonate with an audience
Social communities have become important tools for developing relationships with site owners, marketers, and publishers of content; necessary for targeting link building strategies
Even though the network is important, your content has to speak for itself

Questions?

Thank You!
KoMarketing Associates, LLC
240 Bear Hill Road, Suite 103
Waltham, MA 02451
office: (781)209-1989
www.komarketingassociates.com
Derek Edmond, Managing Partner
Twitter - http://twitter.com/DerekEdmond
LinkedIn – http://www.linkedin.com/in/dedmond29
FriendFeed – http://friendfeed.com/dedmond29
E-Mail – derek@komarketingassociates.com

Learn24 SEO & Social Media Presentation

by Derek Edmond on Apr 02, 2010

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