0
master
class
search + social media marketing
15 november 2010
holstebro, denmark
massimo burgio
global search interactive ...
master
class
search + social media marketing
PART 8
SMO
Digital
Assets
OptimizationDAO
Social
Content
OptimizationSCO
Digital
Media
OptimizationDMO
Social
Media
OptimizationSMO
R...
social media optimization
on-page tactics / process
of trying to get one's
content more widely
distributed across multiple...
online media assets for universal search
search query:
sushi restaurants
copenhagen
blended results
• web pages
• images
•...
online media assets for universal search
search query:
mountain bike
denmark
blended results
• web pages
• images
• maps
•...
long tail in universal search: case history
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net Mo...
eye-tracking on google serp BEFORE
universal search
eye-tracking on google serp AFTER
universal search
cognitive aspects i...
real time
news
images
vanity URLs
RSS feeds
videos
maps
text
social media optimization focus
Massimo Burgio, Global Search...
text
real time
news
images
copywriting in pages
copy in comments
copy in votes / opinions
anchor texts / links
vanity URLs...
text
real time
news
images
keyword-rich tweets
keywords in status updates
blogs / forums comments
vanity URLs
RSS feeds
vi...
text
real time
news
images
online press releases
tweets (hashtags)
status updates
vanity URLs
RSS feeds
videos
maps
social...
text
real time
news
images
same as SEO
everywhere
create albums + collections
tags and rich descriptionsvanity URLs
RSS fe...
text
real time
news
images
branded/unbranded
keywords in username –
some will turn into vanity
URLs and rank on searchvani...
text
real time
news
images
lots of tips coming up
take notes!
vanity URLs
RSS feeds
videos
maps
social media optimization ...
social media optimization: blogs
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presenta...
• choose the right blogging platform
• a keyword-rich blog name / URL
• title of a post before the name of site in title t...
social media optimization: RSS feeds
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More pres...
Channel info:
<Title> name of feed channel
<Link> URL homepage of blog/website’s channel
<Description> description of chan...
social media optimization: RSS feeds
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More pres...
social media optimization: RSS feeds
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More pres...
Google
Google BlogSearch Ping Service
Yahoo!
DMOZ.org
MSN LiveSearch
Ask.com / Ask.co.uk
MyYahoo! / MyMSN
Technorati
Fagan...
social media optimization: online video
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More p...
social media optimization: online video
on-site video hosting
• complete control on video content
• meta tags and encoded ...
social media optimization: online video
video hosted on site
• encode videos in several formats and for high-bandwidth. al...
social media optimization: online video
video hosted on third party site
• encode videos with the best possible quality ac...
viral video distribution: tubemogul
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More prese...
youtube marketing and more
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations ...
more video SEO tips from SEOmoz
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentat...
social optimization: google maps / local listing
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.n...
• google grabs data from different sources, usually
the most relevant result for a local search
• get your address right –...
http://bit.ly/google-local-listing
good advice on optimizing google local listings
Massimo Burgio, Global Search Interacti...
http://bit.ly/google-local-listing
good advice on optimizing google local listings
more video search stories: parisian love
http://bit.ly/parisian-love-story
Massimo Burgio, Global Search Interactive @ www...
more video search stories: parisian love
http://bit.ly/parisian-love-story
master
class
search + social media marketing
PART 9
ANALYTICS
traffic to web / blog
• web analytics
• google analytics
• omniture and more expensive platforms
• server logs and proprie...
traffic to social networks
• facebook / youtube insight
• video views
measuring social media traffic
Massimo Burgio, Globa...
traffic to social networks
• facebook / youtube insight
• video views
• tubemogul
measuring social media traffic
Massimo B...
measuring social media engagement
traffic to social networks
• facebook / youtube insight
• video views
• tubemogul
• enga...
brand reputation management
• nielsen buzz ratings
• google news alerts
• twitter search
• twilert, twitterfeed
• socialme...
master
class
search + social media marketing
PART 10
DETOX
detox
clinicSEO
+
social media optimization in 12 steps
Massimo Burgio, Global Search Interactive @ www.globalsearchintera...
SEO DETOX clinic: 12-step program
1 - forget your website
2 - forget PageRank
3 - tags are more important than metatags
4 ...
master
class
search + social media marketing
+SITE
CLINIC
massimo burgio
global search interactive / sempo
www.globalsearchinteractive.net
www.sempo.org
massimo@globalsearchinterac...
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Danish Masterclass 4: Social Media Optimization + Analytics Training

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Last part (4/4) of the training material I prepared for the Masterclass of Digitalmarketingforung DM10 in Holsterbro, Denmark http://www.dm10.dk.
Topics: Social Media Optimization, Analytics and Site / SEO Clinic. Check out the complete series of presentations here on Slideshare.
More social media marketing news, info and presentation at my blog http://www.globalsearchinteractive.net

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Transcript of "Danish Masterclass 4: Social Media Optimization + Analytics Training"

  1. 1. master class search + social media marketing 15 november 2010 holstebro, denmark massimo burgio global search interactive / sempoPARTS 8-10 SMO ANALYTICS CLINIC
  2. 2. master class search + social media marketing PART 8 SMO
  3. 3. Digital Assets OptimizationDAO Social Content OptimizationSCO Digital Media OptimizationDMO Social Media OptimizationSMO Relevant Optimized ContentROC Media Assets OptimizationMAO let’s talk about multimedia optimization Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  4. 4. social media optimization on-page tactics / process of trying to get one's content more widely distributed across multiple social media networks Social Media OptimizationSMO Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  5. 5. online media assets for universal search search query: sushi restaurants copenhagen blended results • web pages • images • maps • local listings • videos • news • real time • meteo • books • advertising Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  6. 6. online media assets for universal search search query: mountain bike denmark blended results • web pages • images • maps • local listings • videos • news • real time • meteo • books • advertising Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  7. 7. long tail in universal search: case history Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  8. 8. eye-tracking on google serp BEFORE universal search eye-tracking on google serp AFTER universal search cognitive aspects in universal search Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  9. 9. real time news images vanity URLs RSS feeds videos maps text social media optimization focus Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  10. 10. text real time news images copywriting in pages copy in comments copy in votes / opinions anchor texts / links vanity URLs RSS feeds videos maps social media optimization focus Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  11. 11. text real time news images keyword-rich tweets keywords in status updates blogs / forums comments vanity URLs RSS feeds videos maps social media optimization focus Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  12. 12. text real time news images online press releases tweets (hashtags) status updates vanity URLs RSS feeds videos maps social media optimization focus Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  13. 13. text real time news images same as SEO everywhere create albums + collections tags and rich descriptionsvanity URLs RSS feeds videos maps social media optimization focus Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  14. 14. text real time news images branded/unbranded keywords in username – some will turn into vanity URLs and rank on searchvanity URLs RSS feeds videos maps social media optimization focus Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  15. 15. text real time news images lots of tips coming up take notes! vanity URLs RSS feeds videos maps social media optimization focus Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  16. 16. social media optimization: blogs Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  17. 17. • choose the right blogging platform • a keyword-rich blog name / URL • title of a post before the name of site in title tag • always use permalinks and trackbacks • adopt heading tags (h1 , h2, h3) for post headings • keywords in title, body, anchor text • add relevant keywords and descriptions to metatags • keep in mind keyword density, proximity, ratio • focus on content relevancy • use both tags and categories • link to authority sites - don’t exceed with outbound links • remove dead links • link to other posts on your site • alt / title attributes on images • optimize your RSS feeds • avoid duplicate content • use a clean code • generate a sitemap • use a robots.txt file • implement Google Analytics • claim your blog in Technorati – don’t forget to ping • submit both blog and feeds to directories blog optimization: 22 tips of blog SEO Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  18. 18. social media optimization: RSS feeds Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  19. 19. Channel info: <Title> name of feed channel <Link> URL homepage of blog/website’s channel <Description> description of channel’s topics and content News (article) info: <Title> Title (with keywords) of the news article <Link> URL to full post <Description> description of post’s topics and content (teaser) create an optimized RSS feed • proprietary feed • fedburner.com • simple code • validate the feed (validator.com) • register to your own feed • don’t forget to ping social media optimization: RSS feeds Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  20. 20. social media optimization: RSS feeds Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  21. 21. social media optimization: RSS feeds Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  22. 22. Google Google BlogSearch Ping Service Yahoo! DMOZ.org MSN LiveSearch Ask.com / Ask.co.uk MyYahoo! / MyMSN Technorati FaganFinder.com Weblogs.com blo.gs (Yahoo!) Blogflux.com (Eatonweb) Photoblogs.com Sphere.com Answers.com About.com weblogs.about.com Best Of The Blogs weblogs.botw.org Guardian Newsblog blogs.guardian.co.uk Syndic8.com RSSMicro.com MillionRSS.com RSS-Network.com 2RSS.com RSSHugger.com Search4RSS.com FeedFury.com MyFeedz.com YourFeeds.com Topix.net IceRocket.com Plazoo.com Octora.com StrategicBoard.com Genwi.com Fastbuzz.com Blogdigger.com social media optimization: submit RSS feeds Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  23. 23. social media optimization: online video Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  24. 24. social media optimization: online video on-site video hosting • complete control on video content • meta tags and encoded video meta information under control • search engine targeting through SEO techniques • bandwidth + disk space costs • time/material to encode videos, create web pages, optimize assets • video encoding software cost + complexity third parties video hosting • automatic encoding • marketing to a larger “captive audience” • simplified search algorithm Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  25. 25. social media optimization: online video video hosted on site • encode videos in several formats and for high-bandwidth. always give a low-res option • popular formats: MPEG, QuickTime, Real, Windows Media, Divx • use relevant keywords and “rich names” for video files / directories • encode video with rich metadata. use keyword research tools (wordtracker, google adwords) • optimize the web page hosting the video (including text content and transcriptions) for performance in organic/universal results • simplify URLs and directory tree. put the video directory off root if possible. • include a link to video page in footer / sitemap • create video RSS feeds (MRSS) • submit videos and sitemaps/RSS to search engines Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  26. 26. social media optimization: online video video hosted on third party site • encode videos with the best possible quality accepted by video sharing sites • use watermarks and opening/closing titles to protect your assets and to create branding effect – choose creative commons to maximize distribution • optimize video submission using good (keyword-rich) titles, descriptions, tags, geo-targeting, links and, if possible, a full text transcription of the video • develop a solid link building strategy. anchor texts are (still) important to google • allow download, share, embed, comments, replies - all social features to maximize distribution Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  27. 27. viral video distribution: tubemogul Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  28. 28. youtube marketing and more Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  29. 29. more video SEO tips from SEOmoz Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  30. 30. social optimization: google maps / local listing Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  31. 31. • google grabs data from different sources, usually the most relevant result for a local search • get your address right – consistency of address across all sites • phone numbers – don’t forget the country code • register with google's local business center – yahoo!'s local search – live/bing search local listing center • service and/or product name in business name and descriptions • city name in the business name and description – location close to city center – reviews, especially good ones • add photos and videos – coupons are also a good move on local search social optimization: google maps / local listing Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  32. 32. http://bit.ly/google-local-listing good advice on optimizing google local listings Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  33. 33. http://bit.ly/google-local-listing good advice on optimizing google local listings
  34. 34. more video search stories: parisian love http://bit.ly/parisian-love-story Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  35. 35. more video search stories: parisian love http://bit.ly/parisian-love-story
  36. 36. master class search + social media marketing PART 9 ANALYTICS
  37. 37. traffic to web / blog • web analytics • google analytics • omniture and more expensive platforms • server logs and proprietary solutions • KPIs, conversions measuring social media traffic Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  38. 38. traffic to social networks • facebook / youtube insight • video views measuring social media traffic Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  39. 39. traffic to social networks • facebook / youtube insight • video views • tubemogul measuring social media traffic Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  40. 40. measuring social media engagement traffic to social networks • facebook / youtube insight • video views • tubemogul • engagement / social KPIs Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  41. 41. brand reputation management • nielsen buzz ratings • google news alerts • twitter search • twilert, twitterfeed • socialmention.com • scoutlabs • who’s talking • monniter, tweetbeet • .... measuring social media buzz / reputation Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  42. 42. master class search + social media marketing PART 10 DETOX
  43. 43. detox clinicSEO + social media optimization in 12 steps Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  44. 44. SEO DETOX clinic: 12-step program 1 - forget your website 2 - forget PageRank 3 - tags are more important than metatags 4 - an image is worth more than 100 words 5 - a video is worth more than 100 images 6 - flash is good (if not invasive and well optimized) 8 - share what you know (social search) 9 - share what you like (social bookmarking) 10 - other people’s content is good too (embed, like) 11 - do not buy links, generate them 12 - ranking on Technorati is good as ranking on Google 7 - share what you own (RSS) +SEO Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  45. 45. master class search + social media marketing +SITE CLINIC
  46. 46. massimo burgio global search interactive / sempo www.globalsearchinteractive.net www.sempo.org massimo@globalsearchinteractive.net facebook.com/massimoburgio twitter.com/massimoburgio linkedin.com/in/massimoburgio slideshare.net/massimoburgio tak!
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