Social media is great at building community and fostering conversations, but some its most untapped potential remains its ability to influence search engine result pages, where two-thirds of all prospective students go to research colleges. Learn the fundamentals of how search works and how social media can play a part in determining if you are lost or found.

1. 1
Are You There?!
Social Media and Its Impact on SEO
Patrick Powers | mStoner

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Connect on Twitter
@patrickjpowers
#casesmc

3. Our Mission
• Review how search engines work.
• Acknowledge SEO in highered.
• Understand how social media
impacts search results.
• Learn 20 tactics for improvement.
• Discuss.
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4. Terminology
BL
CPM
H1
H2
HTML
IBL
PPC
PR
SEM
SEO
SERP
SMM
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5. Understanding SEO
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6. Understanding SEO
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http://www.mbta.com/schedules_and_maps/subway/

7. Understanding SEO
Are you an authority?
Are you relevant?
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8. Authority Factors
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http://www.flickr.com/photos/yandle/4337747398 | http://flic.kr/p/5PdB3C | http://www.flickr.com/photos/ccacnorthlib/4131837946/
Links
Time
.EDU

9. Relevant Content
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http://www.seomoz.org/blog/perfecting-keyword-targeting-on-page-optimization
1. URL
2. Page Title
3. Headline
4. Copy
5. Images
6. Description

10. Relevant IRL
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11. seo-browser.com
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12. SEO Ranking Signals
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http://searchenginewatch.com/article/2065492/The-Role-of-On-Page-SEO-Content-Relevance-Not-Rankings

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So why do we care in
higher education?

14. Search vs. Social Media
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2012 E-Expectations Report

15. Opportunity Exists
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What role does social
media play in this?

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Google Ain’t Playing
• Number of "
follows/shares
• Authority of the "
people sharing
• Speed (acceleration or
deceleration) of sharing
http://www.searchenginejournal.com/ways-social-media-impacts-seo/48671/

18. Yes, We Look at Social
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“We do look at the social authority of a user. We
look at how many people you follow, how many
follow you, and this can add a little weight to a
listing in regular search results.”"
“Yes, we do use [tweeted links and RTs] as a
signal. It is used as a signal in our organic and
news rankings. We also use it to enhance our news
universal by marking how many people shared an
article.”

19. SEO Ranking Signals
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http://www.searchmetrics.com/en/press-releases/ranking-factors/

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What Can We Do?
http://www.flickr.com/photos/juhansonin/5144239690/

21. Create Awesome Content
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http://www.flickr.com/photos/aidan_jones/3117146807/

22. Link to Social Accounts
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23. Make Sharing Easy
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24. Define Objects and Images
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<meta property="og:image" content="path-to/mylogo.png" />
Title
Description

25. Conduct Keyword Research
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26. Complete Your Profile
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27. Brand Your Posts
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• Help Google.
• Don’t lose you.
• Associate your"
brand with your posts.
• You become the authority on you.

28. Claim Your Place
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29. Name Your Place
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30. Get On Board with Google+
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31. Give Credit to the Authors
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“Within search results, information tied to
verified online profiles will be ranked higher than
content without such verification, which will
result in most users naturally clicking on the top
(verified) results. The true cost of remaining
anonymous, then, might be irrelevance.”
- Former Google CEO Eric Schmidt
http://blogs.wsj.com/corporate-intelligence/2013/02/01/the-future-according-to-eric-7-points/

32. Geotag Images
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33. Leverage YouTube
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Optimize files names."
Close-caption all videos.
http://mallorywood.wordpress.com/2011/01/24/10-youtube-tricks-you-need-to-know/

34. Tweet. Tweet. Tweet.
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Helps content
get indexed
faster; Cuts
index time by
50%.
http://www.mediabistro.com/alltwitter/google-index-content_b36020

35. Identify Social Influencers
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36. Chase the Numbers
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http://www.flickr.com/photos/teosaurio/3392883329/

37. Create Awesome Content
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http://www.flickr.com/photos/aidan_jones/3117146807/

38. Questions?
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Thank You.