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Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
Community Managers Masterclass: SEO
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Community Managers Masterclass: SEO

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My condensed version of the SEO masterclass slides. Also, the transformers images have been removed due to licensing reasons. …

My condensed version of the SEO masterclass slides. Also, the transformers images have been removed due to licensing reasons.

For more info, contact me: jye@jyesmith.com

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  • 1. STORY TELLING FOR SEARCH & SOCIAL MEDIA
  • 2. MASTERCLASS SEO not only holds the key to how many people interact with your brand, but also the key to reputation. Knowing this, you have a deeper understanding of the digital platform.JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
  • 3. STORY TELLING COMMUNICATIONS How you tell your story COMMUNITY Those who narrate your story for you CONTENT The way your story is narrated and receivedJYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
  • 4. REPUTATION WHY WE ALL GET PAID.JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
  • 5. WHY IS THIS IMPORTANT In one way or another, brands are influenced by their reputation above all else. What people think, how people feel and what they say to other people is critical to their success.JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
  • 6. WHAT THIS MEANS FOR US The offline and online worlds are truly connected and have changed the way we communicate and interact with each other. Search & social have changed the way we make decisions & the way our perceptions are formed.JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
  • 7. FIRST IMPRESSIONS Do we all know why search is critical to reputation? Because people don’t remember URLs: the numbers one searched for keyword last year was Facebook.JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
  • 8. FIRST IMPRESSIONS What’s ranking? - Reviews - Social - Brand sites - Universal results (video etc)JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
  • 9. CONTENT: THE CORNER STONE
  • 10. CONTENT First, we need to understand why content is important to digital: - Utility - Access - EntertainmentJYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
  • 11. UTILITY ALL TRANSFORMERS EXIST TO FUNCTION.JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
  • 12. UTILITY In a world of diminishing time and 1,000 distractions, good content gives us utility The ability to perform tasks (new and existing) with ease. Create it, brand it or buy it: the company will be recognised for their work.JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
  • 13. ACCESS TRANSFORMERS TAKE ON EARTHLY FORMS TO FIT IN.JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
  • 14. ACCESS Content itself gives us something else: access. Access to those who want to participate, but don’t want to create (cue the 90-9-1 rule).JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
  • 15. ENTERTAINMENT TRANSFORMERS LOOK AMAZING.JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
  • 16. 90-9-1 THE COMMUNITY MANAGEMENT ELEMENT.JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
  • 17. 90-9-1 The make up of your community and how they affect your SEO and social media presence (AKA your reputation)JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
  • 18. 90 Still probably the most important group to influence, the 90% of people who will simply view your content. SEO: Google remembers the results of the user-journey into your page.JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
  • 19. 9 Facebook gives us the easy, low commitment “Like” button on just about every web page today, it means we can interact without needing to think too much. SEO: Links to sites need to be on public pagesJYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
  • 20. 9 But it’s these guys we need to care about: The advocates. They will tell your story better than anyone else; Google knows that too.JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
  • 21. But which ones? FORUMS: Communities of these little brand-freaks coming together to pay homage to your brand, product or industry. Google is paying attention and ranks these bad-boys up top, so make sure they’re on board.JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
  • 22. 1 The one percent of people; the meme creators. These unholy gods of internet warfare, in my opinion, are unique and should be let alone.JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
  • 23. 1 Brands still have a chance and should create content regularly that reflects their true identity and offers utility, value or entertainment. If one goes viral, well we all know what happens then.JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
  • 24. SEO AFFECTED90THE MUTE MAJORITY9SEO SUPPORTED PRIMARILY BY THESE PEOPLE1LEAD AND DRIVEN FROM THE BRANDJYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
  • 25. SEO AFFECTED90SEARCH: CLAIM YOUR LISTING ON SEO/OPTIMISE LISTING ONSITECONTENT: REGULAR & OFTENON-SITE: CODE YOUR SITE PROPERLY9 AUTHOR RANK: GOOGLE & BING HAVE SAID IT COUNTS (TWITTER) FORUM PRESENCE: STRONG SIG FILES & LOTS OF ENGAGEMENT ON-SITE: LIKE BUTTONS, SHARE BUTTONS, COMMENTS 1CREATE CONTENT: ACCESS//UTILITY//ENTERTAINMENTINTEGRATE PR: MEDIA, SPOKESPEOPLE, OUTREACH PROGRAMSJYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
  • 26. STORY-TELLING STRATEGY COMMUNICATIONS: 1 YOUR STORY 9 COMMUNITY: NARRATING YOUR STORY FOR YOU CONTENT: THE WAY YOUR STORY IS NARRATED BY 90 YOU AND OTHERSJYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
  • 27. AMPLIFICATION WE NEED TO FIND A NEW PLANET.JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
  • 28. USE ALL YOUR WEAPONS Search and social media should never be orphan strategies. Let’s look at how each community segment can benefit your SEO strategy.JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
  • 29. ON-SITE SEO PR OFF-SITE SEO CONTENT PAID MEDIA SOCIAL
  • 30. PR INTEGRATION REPRESENTING THE VOICE.JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
  • 31. PR: MORE THAN JUST MEDIA •INTERVIEWS •FRONT PAGE MEDIA •SPOKESPEOPLE •FORUM REPRESENTATIVES •COMMUNITY MANAGERSJYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
  • 32. PR: SEO • REVIEWS • OUTREACH • EDITORIAL HITS • VIDEO • The “Sam Whitwicky” of digital strategyJYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
  • 33. PLATFORMS UPGRADE YOUR SYSTEMS.JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
  • 34. WAIT. SEO. REPUTATION: - Meta keywords/descrips - Default process - Body copy - PageRank - Internal link copy - Anchor Copy - Image alt tags - Inbound links - Asset properties - URLs - Copy (Prom, Prox, Dens) - Page Titles - Sitemaps - Headings - AccessibilityJYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
  • 35. WAIT. SEO. - TrustRank - Keyword strategy: // Research // Popularity // Competition // PriorityJYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
  • 36. 2010 Key Factors - Local search - Mayday update - Social media signals - Website speed - Online brand presence - Rich snippets - Mobile search - Spidering and indexing - Video - Linking - Branded search - Google instant - Instant previews http://www.bruceclay.com.au/seo/report/bruceclay_aus_seo_factors_trends_jan2011.pdfJYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
  • 37. TRENDS FOR 2011 - Search Engines V SPAM - Positive reviews and ratings - Interactive search results - Personal & Local - Landing pages - Click through rates - HTML 5 http://www.bruceclay.com.au/seo/report/bruceclay_aus_seo_factors_trends_jan2011.pdfJYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
  • 38. ISSUES & CRISIS MGT WHEN DECEPTACONS ATTACK.JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
  • 39. ISSUES & CRISIS RESPONSE SEARCH & SOCIAL will be critical. Having an appropriate infrastructure is paramount.JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
  • 40. ISSUES & CRISIS RESPONSE 63% of a company’s market value is attributed to reputation The Economist Intelligence Unit rates REPUTATION RISK as the highest risk factor to a business (greater than regulatory risk or crime)JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
  • 41. ISSUES & CRISIS RESPONSE 41% of global executives regard confidential or leaked information appearing online as a top risk to their company’s reputation The first 120 minutes of a crisis can determine the public’s perception of your organisationJYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
  • 42. HOW TO RESPOND Social: Monitoring 24/7 SEO: Creation of ‘dark sites’ PR: Activates spokespeople and advocates SEM: Paid search Digital: Website featuresJYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
  • 43. STRATEGY FOR TODAY, TOMORROW & THE FUTURE.JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
  • 44. STRATEGY KNOW: What does success look like? AUDIT: Where are you now? AUDIENCE: Who do they think you are? MEASURE: How will we know it is working?JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
  • 45. STRATEGY Short-term: Content development Medium-term: SEO (On-site & Off-site)/ digital strategy Long-term: Community managementJYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
  • 46. MASTERCLASS UNDERSTAND REPUTATION. UNDERSTAND YOUR AUDIENCE (90-9-1). KNOW HOW TO WIELD THE POWER OF CONTENT. USE YOUR ENTIRE DIGITAL ARSENAL. KNOW YOUR SEO PLATFORMS. BUILD AN ISSUES & CRISIS PLAN. STRATEGY FOR TODAY, TOMORROW & THE FUTURE.JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
  • 47. STORY TELLING COMMUNICATIONS How you tell your story COMMUNITY Those who narrate your story for you CONTENT The way your story is narrated and receivedJYE SMITH - DIGITAL STRATEGIST - JYESMITH.com

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