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Social Search Optimization (SSO)
 

Social Search Optimization (SSO)

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    Social Search Optimization (SSO) Social Search Optimization (SSO) Presentation Transcript

    • Social Search Optimization (SSO)How To Maximize Your Efforts toAchieve Marketing SuccessPower of Digital Series Christy Belden, Vice President Media + Marketing February 23, 2012
    • Christy Belden 2Vice President Media + Marketing Experience: 11 years The Courier-Journal University of Louisville SEMPO-Certified Google AdWords Individually Certified Christy knows marketing. PPC, SEO, social media, email, mobile, traditional —she’s been there and done that. She continues to build a deep well of experience and is always in touch with the trends and strategies that provide a solid return on clients’ investments.
    • LeapFrog Interactive 3Connect with us!Twitter: @LFI #SSOFacebook: www.facebook.com/LeapFrogInteractiveAgencyGoogle+: LeapFrog InteractiveBlog: www.leapfroginteractive.com/blog
    • Agenda 4+ Social Media Overview+ SEO Overview+ SEO + Social Media+ Google++ Google Search Plus Your World+ Best Practices+ Now what?+ Questions
    • 5Social Media Overview
    • Social Media 6 Social media includes web-based and mobile technologies used to turn communication into interactive dialogue…
    • Social Media 7 Dialogue is the key. Brands use social media to create the conversation between brand and consumer through engagement and interaction…
    • Social Media 8 Source: http://www.briansolis.com/2008/08/introducing-conversation-prism/
    • Social Media 9 How many people are on Social Media? Facebook? LinkedIn? Twitter? Pinterest? Google+?
    • Facebook 10Facebook is King+ 845 Mil active monthly users by end of Dec 2011+ 80% of users are outside of US+ 425 Mil active mobile users by end of 2011 Source: newsroom.fb.com and Hubspot-The Social Media Data Stacks
    • Facebook 11 www.youtube.com/watch? v=xJXOavGwAW8&feature=player_embed ded#!
    • LinkedIn 12LinkedIn is Professional and Global+ As of 2012, largest professional network+ Over 150 Mil users in over 200 countries+ Only 9 years old Source: Infographic: http://wearesocial.net/blog/2011/03/linkedin-hits-100m-user-milestone/ http://press.linkedin.com/about
    • Twitter 13A Little Birdie Told Me…+ Over 100 Mil monthly active users; 50% login everyday+ Surpassed 250 mil tweets/day in June of 2011+ Link life is 2.5 hrs on Twitter vs. Facebook’s 1 hr link life Source: http://mashable.com/2011/10/17/twitter-costolo-stats/ http://blog.bufferapp.com/twitter-stats
    • Google + 14That’s a Plus…+ 90 Mil Users as of Jan 2012+ Tagging and hashtag features+ Open for teens (+13) Source: http://mashable.com/2012/02/15/everything-about-google-plus/
    • Pinterest 15Pin-teresting Facts…+ Over 10.4 Mil registered users+ 97.7% are Female+ Drives more referral traffic than Google+, LinkedIn, and Youtube combined+ Users spend more time on site than Twitter, Google+ and LinkedIn combined Source: http://techcrunch.com/2012/02/11/pinterest-stats/
    • 16SEO Overview
    • SEO 17Search Engine Optimization This means…Improving a website or page’s visibility organically on a search engine by updating “fresh” relevant content…
    • SEO 18 How many people know what it actually does or how it works?
    • SEO 19Search- “pet shops Louisville”
    • SEO 20Why SEO is important…+ Consumers can’t buy what they can’t find+ 42% of all searchers click on top-ranked results+ 62% click on a page-one result Source: LFI Presentation on Digital Trends 2011
    • SEO 21How Companies Implement SEO…Onsite Activities+ Keyword rich URLs+ Meta content+ Fresh, relevant content – blogs, articles, white papersOffsite Activities+ Link building+ Forums+ Social media content
    • SEO 22How Companies Utilize SEO+ Help increase over visibility online+ Increase Sales+ Increase Site Traffic+Track Leads Source: http://www.yourseotips.com/
    • SEO + Social Media
    • Social Search Optimization 24What is SSO?SSO = Social Search Optimization This Means…optimizing content on social properties and other content such as photos, blogs, and page descriptions to improve organic search results.
    • Social Search Optimization 25ImpactSocial content will now affect your company’s ranking on search engines. As well as display your social media sites in conjunction with other hits.
    • Social Search Optimization 26Social Search Optimization Meaning, if you want to maximize your search results… You NEED to be involved with social media, and the more the better.
    • Social Search Optimization 27Social Impact Source: Infographic Why Content for SEO?, Brafton http://www.brafton.com/infographics/why-content-for-seo
    • Google +1
    • Google +1 29What is Google +1? +1 is Google’s share feature which closely resembles Facebook’s ‘like’ or Twitters ‘retweet’ button.
    • Google +1 30
    • SEO 31 How many of you have +1 Content?
    • Google+
    • Google+ 33What is Google+? Google+ is Google’s social media platform that allows users to share content to specified “circles” or publicly…
    • Google+ 34Features…+ Can share pictures, videos, links, and posts+ Users can own pages ! much like Brand/Company pages+ Hang-out feature allows users to interact via video conferencing+ Has featured games+ Links to gmail accounts+ “Plus one” action (similar to Facebook’s ‘like’) used as a ranking system
    • That’s a Plus 35 http://www.youtube.com/watch? v=sVf3UaZePC8 http://www.youtube.com/watch? v=bo390-3ohW4&NR=1&feature=endscree n
    • That’s a Plus 36 http://www.youtube.com/watch? v=sVf3UaZePC8 http://www.youtube.com/watch? v=bo390-3ohW4&NR=1&feature=endscree n
    • Google+ 37
    • Google+ 38 How Often are you updating your Google+ page, if at all? Daily? Weekly? Monthly? I was supposed to update that thing?
    • Google+ 39Fresh content matters… Google+ profiles with no posts in the last 72 hours don’t show up in the “Related people/pages” or “plus box” in Google search results Source: http://searchengineland.com/two-google-seo-guides-you-should-read-111703
    • Google+ 40But…Updating content is not enough. You must laser-target your audience bysharing content that will get “+1’s” and shares. The object is to get users to your static site from your social page in a deep search manner Source: http://www.stateofsearch.com/googles-search-plus-your-world-getting-over-the-shock/
    • Google Search Plus Your World
    • Search Plus Your World 42Announcement Google announced in January of 2012 that they would be integrating their social posts into Google.com’s query results.
    • Search Plus Your World 43Why this changed the game… Now content, brands, people, and companies that are on Google+ will be favored in Google searches…when a user is logged into Google
    • Google Search Plus Your World 44Personal Search+ Opt-in search option that shows personal and public search results+ Shows privately shared content from friends and family+ Users can switch between personalized and un-personalized searches Source: Via-Seachengineland.com
    • Google Search Plus Your World 45Old Search- “flowers”
    • Search Plus Your World 46Search-”LeapFrog Interactive”+ When logged into Google,Google suggests searches foryou
    • Google Search Plus Your World 47 UnPersonalized Personalized
    • Google Search Plus Your World 48 http://www.youtube.com/watch? v=8Z9TTBxarbs&feature=player_embedded
    • Google Search Plus Your World 49Common Concerns…+ Privacy+ Google+ favoritism+ Not linked with Facebook orTwitter content+ Not much different than Google “suggestions” for certain content
    • Google Search Plus Your World 50How Search Plus Your World Affects SEO+ Priority on search list+ Social content is the new link building+ You want your company to be in circles of people in your industry to increase chances of sharing+ Increase Google+ page promotion vs. tradational Source: http://seo-hacker.com/google-search-world-affects-seo/
    • Search Plus Your World 51Newest Addition…+ Just this WEEK Google added its newest feature to the home page to ensure Google+ will succeed+ You can now share straight from the Google homepage+ Search meets share Source: http://marketingland.com/google-home-page-gets-share-box-6408
    • Google Search Plus Box
    • Plus Box 53
    • Plus Box 54Factors that affect Plus Box placement…+ Circle membership+ Number of posts (frequency)+ “+1” per post+ Re-shares per post+ Freshness
    • Plus Box 55 Plus Box Research Project A case study conducted by Ian Lurie in February of 2012 to help solidify what variables affect placement on the “Plus Box” in the new Search Plus Your World feature… Source: http://www.conversationmarketing.com/2012/02/google-plus-box-ranking-factors-report.htm
    • Plus Box 56Reach…+ Circlemembership ofthose who put youin their circles.+ Higherreach=moreinteraction Source: http://www.conversationmarketing.com/2012/02/google-plus-box-ranking-factors-report.htm
    • Plus Box 57 Take Aways…. + Only certain searches show the “plus box” + Plus Box results often rotate + Ranking of attributes from most important to least… Reach Circle Membership Freshness Post Frequency Average +1’s per post Re-shares and Replies (comments) per posts
    • Bringing it All Together
    • Bringing it All Together 59What this means for Social Search Optimization… Your social content is more important than ever. It now becomes a part of your SEO strategy, not just your over all brand image. Source: http://www.conversationmarketing.com/2012/02/google-plus-box-ranking-factors-report.htm
    • Bringing it All Together 60What this means for SEO… Companies now must look at their SEO strategy and analyze them fromboth a owned site and non-owned site perspective. It will require an SEO strategy to incorporate social media outlets.
    • Bringing it All Together 61Best Practices…+ Use keywords in your descriptions+ Use the +1 button+ Post and share great content+ Optimize your posts on all social properties (Twiter, FB, etc…)+ Update all social content frequently Source: http://www.seomoz.org/learn-seo/page-authority http://www.blindfiveyearold.com/google-plus-seo
    • What Can You Do Today?
    • What Can You Do Today? 63Take Action…+ Look at your bios, about us pages on social media properties and make sure they are using keywords within each section+ View your upcoming posts and do they include keywords and links to your website+ Is the content you are created optimized for search and are you distributing the content on social media sites+ Start a Google+ page
    • Questions? 64
    • 65Thank You!