How will social optimization change the SEO industry? Posted on February 6, 2007 - Filed Under Contributors | 3 Comments As bloggers we understand the importance of social optimization and what types and volumes of traffic it can deliver. The possibilities are seemingly endless; you can write a simple post about new products and drive 10’s of thousands of clicks to the point of crashing web servers, the most amazing part is that article probably only took 15 minutes to write. I have recently spoken with several companies that are looking for help from SEO’s. As I review the strategies that are proposed to them the most common item missed, even with all the so-called top SEO firms is a social media campaign. With the value of paid and reciprocal links dropping, social and PR based linking strategies is one of the few venues that still has massive long term value. Many companies that handle SEO in-house these days are also so focused on the old school practices that they are completely missing the boat changing course. If their senior management knew how much this would cost them, I am sure they would motivate this type of change if they are open minded enough to have an in house department in the first place. This observation also clearly opens up the fact that in-house SEO’s are not spending enough time online researching changes and trends in the algorithms. In most cases in house SEO’s only go online to research after problems arise and the cost of repair is dramatic. A great example of not changing course fast enough was the BMW debacle of last year that got so much press. It is also fair to note that most of the German SEO’s promote cloaking and shady linking strategies. At least half of the ones I have met tried to convince me that spamming was the only way SEO works, which is sad when you are trying to hire a contractor to help you remotely. If the industry is not capable of moving as fast as the search engines the industry will tank and a rise of new firms will take over. The best sign of blindness is the social content sites, which as long as they are optimized correctly typically drive a lot of algorithmic traffic. Imagine not having to generate your own content? This is a huge cost savings! Now that your user bases are such fanatics about your site, they are also going to drive half of the links you could ever need to your sites. Why is it that big business understands this concept, but completely misses the concept of Digg or Reddit?
The is a social revolution that is starting to dictate how companies run their websites, and their business. With the arrival of social feeds enabling friends’ to share their activities on social networks like Facebook and Twitter consumers are starting to rely on trusted personal relationships to determine what’s worthwhile to read, watch, play and buy online. The surprising thing is that referral traffic from social networks is becoming quite significant compared to traffic from search engines, making Social the next Search. We need to start looking at how we can leverage socially referred traffic alongside SEO and SEM as part of our online marketing mix
We make marketing blunders when we don’t know who it is we’re marketing toward or when we try to treat all of our customers the same way. The truth is that our customers are not the same. They don’t take to marketing the same way, they don’t want the same things and they’re not equal in what they mean to our business. By segmenting customers into different “buckets” or personas it allows us to create a more targeted experience.
Ever wondered why telemarketers frustrate you? They are mostly reading a script and not talking to you as a person. Developing personas will help you better tailor your communications, but remember that any time you’re dealing with a person one-on-one you should deal with them in a personal way Segment your customers
Three Steps to Generating Social Traffic On-site Social Optimization is the process of actively driving social participation by users on your site. This includes the number of users who register using a social network identity, the amount of content and activity shared to social networks, and the amount of time spent engaging with site content together with an existing network of friends. The better you optimize your site, the more your users, your users’ friends – even the search engines – discover you and grow your business. A socially optimized website can increase site traffic from social networks, drive sales revenue, improve search engine rankings, increase brand or product awareness, and reduce customer acquisition costs. In short, the decision is no longer about whether to socialize your site—it’s how to do it in a way that fits your business strategy, and achieves your ROI goals. An effective On-site Social Optimization strategy consists of three key components: Social Connectivity, the Connected Experience and Social Analytics. Let’s look at each one and how it can support your business objectives.Add Social
Drive quality referral traffic from social networks by optimising the quality & quantity of content Keep users on site to share
Monthly and yearly growth in traffic referred by social networks overall, and by specific social site • Percent mix of referral traffic by users sharing content from the website, as differentiated from marketing efforts originating on social sites • Average number of completed shares (messages, status updates) per connected user, by social network • Average number of referred visits per shared item, and by referring social site • Interaction and engagement with social features • The specific site content and activities which drive the highest volume of sharing activity
Social Content: The Missing Key to Unlocking SEO & Leveraging Blogs