www.HiRank.com Integrating SMO and SEO Jacob Morgan and Jose Nunez

Social Media & SEO “ ...The social web will become the primary center of activity for whatever you do when you shop, plan, learn, or communicate. It may not take over your entire life (one hopes), but it will be the first place you turn for news, information, entertainment, diversion.” Larry Weber, Chairman, W2 Group, “Marketing to the Social Web”

SMO & SEO Interaction Applications of indexing and semantic analysis Common goals Identifying Tracking Listening Participating Focus on Brand/product issues Quantifying trends Sentiment and Influence HiRank’s Semantic Indexing Project

Applications of indexing and semantic analysis

Common goals

Identifying

Tracking

Listening

Participating

Focus on

Brand/product issues

Quantifying trends

Sentiment and Influence

Primary vs. Secondary Primary Traffic Initial visitors from optimization Secondary Traffic Referral links and visitors that are residual SMO + SEO Interaction = short term and long term strategy

Primary Traffic

Initial visitors from optimization

Secondary Traffic

Referral links and visitors that are residual

SMO + SEO Interaction = short term and long term strategy

Target Audience Target Audience is actually made up of many audiences Identifying your target groups is essential Use tools such as web analytics, social media analytics tools Look for: Referring sites Trafficked keywords Existing communities Conversions Geo-targeting data

Target Audience is actually made up of many audiences

Identifying your target groups is essential

Use tools such as web analytics, social media analytics tools

Look for:

Referring sites

Trafficked keywords

Existing communities

Conversions

Geo-targeting data

Social Media Activity 65% of people read blogs to get an opinion Why is this important? Build trust Build authority Understand intent Focus on quality content

65% of people read blogs to get an opinion

Why is this important?

Build trust

Build authority

Understand intent

Focus on quality content

SMO Principles Increase your linkability Make tagging and bookmarking easy Reward inbound links Help your content travel Encourage the mashup (source: Rohit Bhargava)

Increase your linkability

Make tagging and bookmarking easy

Reward inbound links

Help your content travel

Encourage the mashup

(source: Rohit Bhargava)

Increase Linkability What does it mean? Make people want to link to your content How do you use SEO?: Target page content Optimize for relevancy Distribute/place keyterms Suggest anchor text Contribute content Link to resources

What does it mean?

Make people want to link to your content

How do you use SEO?:

Target page content

Optimize for relevancy

Distribute/place keyterms

Suggest anchor text

Contribute content

Link to resources

Tagging / Bookmarking What does it mean? Add features so others can find/share content How do you use SEO?: Keyterms in tags Categorize tags Associate tags Semantic Taxonomy

What does it mean?

Add features so others can find/share content

How do you use SEO?:

Keyterms in tags

Categorize tags

Associate tags

Semantic Taxonomy

Reward Inbound Links What does it mean? Reciprocate links/tags (note: there is a proper SEO way to do this) How do you use SEO?: Find relevant pages Focus on anchor text Use “nofollow” properly

What does it mean?

Reciprocate links/tags (note: there is a proper SEO way to do this)

How do you use SEO?:

Find relevant pages

Focus on anchor text

Use “nofollow” properly

Help Content Travel What does it mean? Don’t just focus on your site How do you use SEO?: Optimizing media (audio/video/etc.) Relevant sites to share/submit/syndicate Optimize incoming links Use microformats

What does it mean?

Don’t just focus on your site

How do you use SEO?:

Optimizing media (audio/video/etc.)

Relevant sites to share/submit/syndicate

Optimize incoming links

Use microformats

Encourage Mashup What does it mean? Co-creating content/sharing How do you use SEO?: Share optimized content Keep control of SEO elements Track user/visitor/creator use

What does it mean?

Co-creating content/sharing

How do you use SEO?:

Share optimized content

Keep control of SEO elements

Track user/visitor/creator use

Social Media Platforms Creating communities (and profiles) Interlink your communities (and profiles) Link back to target pages

Creating communities (and profiles)

Interlink your communities (and profiles)

Link back to target pages

Google Alerts Term relevant notifications Industry, personal, company, brand, etc Comment on blogs/news/forums Keep keyterms in mind Target most relevant pages

Term relevant notifications

Industry, personal, company, brand, etc

Comment on blogs/news/forums

Keep keyterms in mind

Target most relevant pages

Article Partitioning Create content based on other content Further optimize existing articles Post and comment for your readers Target keyterms Similarities and differences Let your voice be heard Add value

Create content based on other content

Further optimize existing articles

Post and comment for your readers

Target keyterms

Similarities and differences

Let your voice be heard

Add value

Link Quality/Interlinking Topically relevant links Confirm relevancy Distribute link value Interlinking Connecting relevant pages Semantic relationships

Topically relevant links

Confirm relevancy

Distribute link value

Interlinking

Connecting relevant pages

Semantic relationships

1 + 1 = 3 SEO and SMO Integration is crucial 1+1 = 3 approach Understand short term/long term goals Understand Semantics/Search engines Test and track results

SEO and SMO Integration is crucial

1+1 = 3 approach

Understand short term/long term goals

Understand Semantics/Search engines

Test and track results

Thank You Jose Nunez – Chief Technologist [email_address] hirank.com/consultants/josenunez Jacob Morgan – Chief Relationship Builder [email_address] Twitter: @Jacobm “ google” Jacob Morgan Find out more at www.hirank.com

Jose Nunez – Chief Technologist

[email_address]

hirank.com/consultants/josenunez

Jacob Morgan – Chief Relationship Builder

[email_address]

Twitter: @Jacobm

“ google” Jacob Morgan

Find out more at www.hirank.com