Social Websites And Seo Social Dev Camp Chicago2008 By John Fairley

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SocialDevCampChicago 2008 Comparing Search Engine Optimization of social media websites, including digg, stumbleupon and twitter. Learn SEO best practices and pitfalls to avoid.

SocialDevCampChicago 2008 Comparing Search Engine Optimization of social media websites, including digg, stumbleupon and twitter. Learn SEO best practices and pitfalls to avoid.

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  • 1. Social Websites and SEO
    • How Search Engine Optimization (SEO) can be used to drive targeted visitors to social media websites in order to:
      • Attract new members
      • Increase content views
      • Make finding social media more efficient for users
      • By:
      • John Fairley
      • Director of Web Services
      • WalkerSands Communications
      • http://twitter.com/johnfairley
  • 2. Agenda
    • What is SEO, and Why Practice it?
    • Social Media Website SEO Comparison
      • Compare Search and non-search traffic statistics
      • Identify Key SEO Factors
      • Analyze & Rate Sample Websites
      • Best Practices
    • Recommendations
  • 3. What is SEO?
    • “SEO is the study of the factors related to inclusion and ranking in search engine results pages.”
    • What can be done to make sure that web content makes it into search engine indexes; and that it ranks well for given search queries, in as short a time as possible.
  • 4. What is SEO?
    • “SEO is the study of the factors related to inclusion and ranking in search engine results pages.”
    • What can be done to make sure that web content makes it into search engine indexes; and that it ranks well for given search queries, in as short a time as possible.
    Goal: Make it here Yikes!
  • 5. Why does SEO matter?
    • Majority of people are using search
      • 65% of people turn to search engines to discover new topics
      • 52% of people turn to search engines to begin researching topics they are already aware of
    • Majority of clicks on a search engine results page are in the top 4 natural results
    • Sources:
    • Marketing Sherpa/Enquiro B2B Survey 2007
    • AOL Leaked Search Data 2006
  • 6. Search Long Tail Popularity Variety
  • 7. Search Long Tail (Broad vs. Niche) Popularity Divorce Divorce Attorney Divorce Attorney Illinois Divorce Attorney Chicago Divorce Attorney Skokie
  • 8. Should You SEO?
    • SEO is an accelerator (increased traffic, faster)
    • SEO can attract more/new users interested in the social website’s topics
    • Won’t magically make a “bad” site “good”
      • Isn’t a substitute for value
      • Website still needs to be designed to convert visitors into members/buyers/etc.
    • SEO may be less important if:
      • The vast majority of your site content is hidden behind registration/login.
      • Content meant to remain private
  • 9. Best Practices & Pitfalls for Social Media Website SEO
    • Compare & rate SEO for 3 social media websites
      • StumbleUpon
      • Digg
      • Twitter
    • Examine what’s working and not working
  • 10. Monthly Visits for Social Media Sites
    • Twitter
    • StumbleUpon
    • Digg
    • Note: Digg is approx: 4x Twitter, and 8x StumbleUpon
  • 11. Social Media Website Stats
    • Sources:
    • Pages (google.com)
    • Site wide back links (yahoo.com) – external to the domain
    • Visits, SE Referrals & Keyword Phrases (compete.com)
    • Note: Data collected August, 2008 – Sample data is used to calculate totals, actual data likely higher.
    1 st 2 nd 3 rd 280,000 3,600,000 680,000 Search Engine Referrals/ month * 17,000,000 66,000,000 8,000,000 All Visits/month 41,000,000 240,000,000 160,000,000 Back Links 6,100,000 10,400,000 9,500,000 Pages in Search Engine Twitter Digg StumbleUpon Metric
  • 12. Social Media Website Stats
    • Sources:
    • Pages (google.com)
    • Site wide back links (yahoo.com) – external to the domain
    • Visits, SE Referrals & Keyword Phrases (compete.com)
    • Note: Data collected August, 2008 – Sample data is used to calculate totals, actual data likely higher.
    *Digg is the clear Search Engine referral winner (More than 4x StumbleUpon; More than 10x Twitter) 1 st 2 nd 3 rd 280,000 3,600,000 680,000 Search Engine Referrals/ month * 17,000,000 66,000,000 8,000,000 All Visits/month 41,000,000 240,000,000 160,000,000 Back Links 6,100,000 10,400,000 9,500,000 Pages in Search Engine Twitter Digg StumbleUpon Metric
  • 13. Search Phrases & Google Rankings
    • Source:
    • SEO Digger
    • Note: Data collected June-August, 2008 – Based upon 60,000,000 search phrases checked in Google
    1 st 2 nd 3 rd 73,764 648,855 107,578 Total Phrases (on pages 1&2) 40,661 362,149 60,664 Rank on Second Page 33,103 286,706 46,914 Rank on First Page 1,490 16,961 1,693 Rank #1 Twitter Digg StumbleUpon Metric
  • 14. Search Phrases & Google Rankings
    • Source:
    • SEO Digger
    • Note: Data collected June-August, 2008 – Based upon 60,000,000 search phrases checked in Google
    Digg is the clear ranking winner [all categories] *(10x StumbleUpon & Twitter for #1 phrases) 1 st 2 nd 3 rd 73,764 648,855 107,578 Total Phrases (on pages 1&2) 40,661 362,149 60,664 Rank on Second Page 33,103 286,706 46,914 Rank on First Page 1,490 16,961 1,693 Rank #1* Twitter Digg StumbleUpon Metric
  • 15. Key Ranking Factors Matrix APIs User Profile (likelihood for external back links) User Profile link juice fan out RSS Promotion Channels User Generated Content (on page SEO) Category page PR fan out Homepage PR fan out Homepage Back Links Homepage PageRank Twitter Digg StumbleUpon Metric
  • 16. Homepage: Google PageRank & Back Links PageRank is same for all. However, it’s displayed as an integer, but is probably a decimal. (Might be 8.5 for Digg and 8.0 for StumbleUpon) PageRank 8 1,300,000 PageRank: 8 BL: 17,800,000 PageRank: 8 BL: 1,400,000
  • 17. Homepage: Google PageRank & Back Links Digg has the most back links. (Widespread use of Social Media Buttons) PageRank 8 1,300,000 PageRank: 8 BL: 17,800,000 PageRank: 8 BL: 1,400,000
  • 18. Key Ranking Factors APIs User Profile (likelihood for external back links) User Profile link juice fan out RSS Promotion Channels User Generated Content (on page SEO) Category page PR fan out Homepage PR fan out Homepage Back Links Homepage PageRank Twitter Digg StumbleUpon Metric
  • 19. PageRank Fan Out Homepage Category Pages
  • 20. PageRank Fan Out Homepage Category Pages User Content Pages
  • 21. Homepage PR Fan Out
    • How PageRank is distributed/leveraged from the homepage down to the user generated content pages.
    0 category links 0 user content links 0 user profiles 72 category links 15 user content links 15 user profiles 22 category links 5 user content links 15 user profile links
  • 22. Digg: 59 Category Links on Every Page
  • 23. Digg: +13 More Category-Like Links (homepage)
  • 24. Key Ranking Factors APIs User Profile (likelihood for external back links) User Profile link juice fan out RSS Promotion Channels User Generated Content (on page SEO) Category page PR fan out Homepage PR fan out Homepage Back Links Homepage PageRank Twitter Digg StumbleUpon Metric
  • 25. Category Page PR Fan Out
    • How PageRank is distributed/leveraged from the category pages down to the “ user generated ” content pages.
    No category pages 30 user content links 13 category links 10 user profile links 8 user content links 30/45 category links 25/8 user profile links
  • 26. Category Page Rank Fan out – (30 Deep Links on to user generated content)
  • 27. Key Ranking Factors APIs User Profile (likelihood for external back links) User Profile link juice fan out RSS Promotion Channels User Generated Content (on page SEO) Category PR fan out Homepage PR fan out Homepage Back Links Homepage PageRank Twitter Digg StumbleUpon Metric
  • 28. User Profile Page – Link Juice Fan Out 20 user content links 0 category links 100 user profile links 14 user content links 7 category links 15 user profile links 25 user content links 10/35 category links 10 user profile links
  • 29. User Profile Page – Link Juice Fan Out
    • Not only is it important to link to user generated content , but links containing keywords are the most valuable.
    20 user content links 0 category links 100 user profile links 14 user content links 7 category links 15 user profile links 25 user content links 10/35 category links 10 user profile links “ 01:33 AM August 06, 2008“ - twitter “ 2008 Olympics Opening Ceremony (Photos)” - digg “ 123 reviews” - stumbleupon
  • 30. Key Ranking Factors APIs User Profile (likelihood for external back links) User Profile link juice fan out RSS Promotion Channels User Generated Content (on page SEO) Category page PR fan out Homepage PR fan out Homepage Back Links Homepage PageRank Twitter Digg StumbleUpon Metric
  • 31. User Profile Page – Likelihood of external back links (other domains)
    • Twitter is a micro-blogging tool. Others tend to link to it like it’s a user’s blog
    • Data Source: Yahoo
    Robert Scoble 14,587 back links Mr. BabyMan 1,024 back links Yopp 23 back links
  • 32. Key Ranking Factors APIs User Profile (likelihood for external back links) User Profile link juice fan out RSS Promotion Channels User Generated Content (on page SEO) Category page PR fan out Homepage PR fan out Homepage Back Links Homepage PageRank Twitter Digg StumbleUpon Metric
  • 33. User Content Page – On Page SEO (Use of Keywords) URL Body Content Headings Description Title Twitter Digg StumbleUpon Metric
  • 34. User Content Page – On Page SEO (Use of Keywords) Practices: Title
    • Good
      • “Create Ringtones for free with just iTunes”
      • “VMware joins Linux Foundation”
    • Bad
      • None
      • “Twitter / Michael Arrington: Apple Considers Streaming M...”
      • “Spices May Protect Against Conseque... - StumbleUpon”
  • 35. User Content Page – On Page SEO (Use of Keywords) Practices: Title
    • Good
    • “ There are a few different ways to create ringtones for your brand new, shiny iPhone. While some bystanders might find the playing of your favorite song annoying, it can quickly inform you to exactly who is calling without taking the phone out of your pocket, purse, or man-bag. For instance whenever Clint Ecker hears the song Gin and Juice, he knows”
    • Bad
    • “ Twitter is a free social messaging utility for staying connected in real-time”
  • 36. User Content Page – On Page SEO (Use of Keywords) Practices: Headings
    • Good
      • “ Full Screen Flash Video Demo”
      • “ Spices May Protect Against Consequences Of High Blood Sugar”
    • Bad
      • None
      • “ Digg”
      • “ Reviews of this website”
  • 37. User Content Page – On Page SEO (Use of Keywords) Practices: URL
    • Good
      • “ http://digg.com/apple/Create_Ringtones_for_free_with_just_iTunes”
      • “ http://digg.com/linux_unix/VMware_joins_Linux_Foundation”
    • Bad
      • “ http://www.stumbleupon.com/url/www.sciencedaily.com/releases/2008/08/080805153830.htm”
      • “ http://twitter.com/TechCrunch/statuses/881894147”
  • 38. Key Ranking Factors APIs User Profile (likelihood for external back links) User Profile link juice fan out RSS Promotion Channels User Generated Content (on page SEO) Category page PR fan out Homepage PR fan out Homepage Back Links Homepage PageRank Twitter Digg StumbleUpon Metric
  • 39. RSS – Provides Opportunities for Back Links RSS Feeds for Profile & Search RSS Feeds for Search & Categories RSS Feeds for Profile & Categories
  • 40. API – Provides Opportunities for Back Links API Multiple APIs No API
  • 41. Key Ranking Factors APIs User Profile (likelihood for external back links) User Profile link juice fan out RSS Promotion Channels User Generated Content (on page SEO) Category page PR fan out Homepage PR fan out Homepage Back Links Homepage PageRank Twitter Digg StumbleUpon Metric
  • 42. Digg – Clearly Best Optimized APIs User Profile (likelihood for external back links) User Profile link juice fan out RSS Promotion Channels User Generated Content (on page SEO) Category page PR fan out Homepage PR fan out Homepage Back Links Homepage PageRank Twitter Digg StumbleUpon Metric
  • 43. Recommendations Access to categories, users and content APIs Allow users to create unique content that is personal to the user. Personalize look User Profile (likelihood for external back links) Link to user generated content using keywords of content User Profile link juice fan out RSS: Search, Profile, Categories RSS Promotion Channels
    • Title 64 characters – focus on keywords;
    • Include keywords in description
    • Use h1, h2, h3 HTML tags w/keywords
    • Use keyword rich URLs
    User Generated Content (on page SEO) Link using keywords to user content Category page PR fan out Include categories; link from homepage Homepage PR fan out Recommendation Metric
  • 44. Final Recommendation
    • Design your UI to convert Search Traffic to Users
    • Make it easy and obvious to become a member on deep pages of your website
  • 45. New User Sign-Up - User Content Page
    • Twitter: No sign-up for new users. No Branding
  • 46. New User Sign-Up - User Content Page
    • Stumble: 2 Sign-up Links. Value explained
  • 47. New User Sign-Up - User Content Page
    • Digg: Large call to action. Value explained
  • 48. Conclusion
    • Search Engines can be an effective source of traffic
    • SEO coupled with complementary features & design can drive large amounts of search traffic.
    • SEO is a long term strategy for growth