Community Managers Masterclass: SEO

STORY TELLING FOR SEARCH & SOCIAL MEDIA

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

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

REPUTATION WHY WE ALL GET PAID.JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com

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

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

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

FIRST IMPRESSIONS What’s ranking? - Reviews - Social - Brand sites - Universal results (video etc)JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com

CONTENT: THE CORNER STONE

CONTENT First, we need to understand why content is important to digital: - Utility - Access - EntertainmentJYE SMITH - DIGITAL STRATEGIST - JYESMITH.com

UTILITY ALL TRANSFORMERS EXIST TO FUNCTION.JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com

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

ACCESS TRANSFORMERS TAKE ON EARTHLY FORMS TO FIT IN.JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com

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

ENTERTAINMENT TRANSFORMERS LOOK AMAZING.JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com

90-9-1 THE COMMUNITY MANAGEMENT ELEMENT.JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com

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

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

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

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

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

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

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

SEO AFFECTED90THE MUTE MAJORITY9SEO SUPPORTED PRIMARILY BY THESE PEOPLE1LEAD AND DRIVEN FROM THE BRANDJYE SMITH - DIGITAL STRATEGIST - JYESMITH.com

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

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

AMPLIFICATION WE NEED TO FIND A NEW PLANET.JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com

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

ON-SITE SEO PR OFF-SITE SEO CONTENT PAID MEDIA SOCIAL

PR INTEGRATION REPRESENTING THE VOICE.JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com

PR: MORE THAN JUST MEDIA •INTERVIEWS •FRONT PAGE MEDIA •SPOKESPEOPLE •FORUM REPRESENTATIVES •COMMUNITY MANAGERSJYE SMITH - DIGITAL STRATEGIST - JYESMITH.com

PR: SEO • REVIEWS • OUTREACH • EDITORIAL HITS • VIDEO • The “Sam Whitwicky” of digital strategyJYE SMITH - DIGITAL STRATEGIST - JYESMITH.com

PLATFORMS UPGRADE YOUR SYSTEMS.JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com

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

WAIT. SEO. - TrustRank - Keyword strategy: // Research // Popularity // Competition // PriorityJYE SMITH - DIGITAL STRATEGIST - JYESMITH.com

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

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

ISSUES & CRISIS MGT WHEN DECEPTACONS ATTACK.JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com

ISSUES & CRISIS RESPONSE SEARCH & SOCIAL will be critical. Having an appropriate infrastructure is paramount.JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com

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

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

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

STRATEGY FOR TODAY, TOMORROW & THE FUTURE.JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com

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

STRATEGY Short-term: Content development Medium-term: SEO (On-site & Off-site)/ digital strategy Long-term: Community managementJYE SMITH - DIGITAL STRATEGIST - JYESMITH.com

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

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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Community Managers Masterclass: SEO

by Jye Smith

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