Where social media meets SEO




Where Social Media Meets SEO




             Patrick Altoft
   Director of Search at Bra...
Where social media meets SEO




Search engine optimisation
• Getting as many visitors from Google as possible
Where social media meets SEO




Search engine optimisation
• Getting as many visitors from Google as possible
Where social media meets SEO




Who has the most links?
                      Title                              ABCe    ...
Where social media meets SEO




Social sites = links
• Getting on Digg gives an average of 300 links
Where social media meets SEO
Where social media meets SEO




Creators
• Make content that appeals to the right people
Where social media meets SEO




Creators
Where social media meets SEO




Participation is rising




 Data from Forrester Research Technographics surveys, 2008. F...
Where social media meets SEO




UK lags behind the US




 Data from Forrester Research Technographics surveys, 2008. For...
Where social media meets SEO




Young people are more active




 Data from Forrester Research Technographics surveys, 20...
Where social media meets SEO




Social media is male dominated




 Data from Forrester Research Technographics surveys, ...
Where social media meets SEO




The gender gap is wider in the UK than the US




 Data from Forrester Research Technogra...
Where social media meets SEO




•   27,708,274 unique users in March 2009 (ABCe)
•   8% of traffic from social sites (2.2...
Where social media meets SEO




•   Build a social media culture amongst your readers
•   Attract readers from social sit...
Where social media meets SEO




What about Twitter?
Where social media meets SEO




                @cnnbrk         1,427,971 followers   28,559 visitors per tweet

        ...
Where social media meets SEO
Where social media meets SEO




How to win at SEO
Where social media meets SEO
Where social media meets SEO




URL Structure
• Long URLs break in emails
• Long URLs can’t easily be sent via Twitter
• ...
Where social media meets SEO




Query Deserves Freshness
•   For breaking news Google gives brand new stories a boost
•  ...
Where social media meets SEO




Trend Watching
•   Pick hot topics & write about them
Where social media meets SEO




Content publication strategy
• Integrate SEO & social media into your content strategy


...
Where social media meets SEO




Build a promotion network
• An automated method of promoting content
    •   RSS
    •   ...
Where social media meets SEO




Questions
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Digital Editors Network

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Digital Editors Network

  1. 1. Where social media meets SEO Where Social Media Meets SEO Patrick Altoft Director of Search at Branded3 www.blogstorm.co.uk www.branded3.com twitter.com/patrickaltoft
  2. 2. Where social media meets SEO Search engine optimisation • Getting as many visitors from Google as possible
  3. 3. Where social media meets SEO Search engine optimisation • Getting as many visitors from Google as possible
  4. 4. Where social media meets SEO Who has the most links? Title ABCe Links Telegraph 27,708,274 7,162,873 Guardian 26,238,539 15,746,185 Mail Online 23,768,358 7,872,097 Times Online 21,614,273 7,696,714 The Sun 21,248,552 2,140,491 Independent 10,034,148 4,967,593 Mirror Group 7,138,013 1,242,733 16,000,000 14,000,000 12,000,000 10,000,000 8,000,000 6,000,000 4,000,000 2,000,000 0 0 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 30,000,000
  5. 5. Where social media meets SEO Social sites = links • Getting on Digg gives an average of 300 links
  6. 6. Where social media meets SEO
  7. 7. Where social media meets SEO Creators • Make content that appeals to the right people
  8. 8. Where social media meets SEO Creators
  9. 9. Where social media meets SEO Participation is rising Data from Forrester Research Technographics surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com
  10. 10. Where social media meets SEO UK lags behind the US Data from Forrester Research Technographics surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com
  11. 11. Where social media meets SEO Young people are more active Data from Forrester Research Technographics surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com
  12. 12. Where social media meets SEO Social media is male dominated Data from Forrester Research Technographics surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com
  13. 13. Where social media meets SEO The gender gap is wider in the UK than the US Data from Forrester Research Technographics surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com
  14. 14. Where social media meets SEO • 27,708,274 unique users in March 2009 (ABCe) • 8% of traffic from social sites (2.2m per month or 75k per day) • 30% of traffic from search (8.3m per month or 277k per day)
  15. 15. Where social media meets SEO • Build a social media culture amongst your readers • Attract readers from social sites • Snowball effect
  16. 16. Where social media meets SEO What about Twitter?
  17. 17. Where social media meets SEO @cnnbrk 1,427,971 followers 28,559 visitors per tweet @nytimes 833,374 followers 16,667 visitors per tweet @time 549,980 followers 11,000 visitors per tweet @bbcclick 574,377 followers 11,488 visitors per tweet @guardiantech 515,181 followers 10,304 visitors per tweet Based on an average CTR of 2%
  18. 18. Where social media meets SEO
  19. 19. Where social media meets SEO How to win at SEO
  20. 20. Where social media meets SEO
  21. 21. Where social media meets SEO URL Structure • Long URLs break in emails • Long URLs can’t easily be sent via Twitter • Long URLs get less clicks in the search results http://www.mirror.co.uk/celebs/news/2009/05/11/katie-price-and-peter-andre-announce-they-have-split-up-115875-21350342/ http://www.mirror.co.uk/katie-price-peter-andre-to-split/
  22. 22. Where social media meets SEO Query Deserves Freshness • For breaking news Google gives brand new stories a boost • Whoever publishes first gets the advantage – ping Google
  23. 23. Where social media meets SEO Trend Watching • Pick hot topics & write about them
  24. 24. Where social media meets SEO Content publication strategy • Integrate SEO & social media into your content strategy Research Create Promote Optimise
  25. 25. Where social media meets SEO Build a promotion network • An automated method of promoting content • RSS • Twitter • Email subscriptions • Google News • First 30 minutes is critical
  26. 26. Where social media meets SEO Questions
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