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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. ...

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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    Danish Masterclass 4: Social Media Optimization + Analytics Training Danish Masterclass 4: Social Media Optimization + Analytics Training Presentation Transcript

    • master classsearch + social media marketing massimo burgioPARTS 8-10 global search interactive / sempo SMOANALYTICS 15 november 2010 CLINIC holstebro, denmark
    • master classsearch + social media marketing PART 8 SMO
    • let’s talk about multimedia optimizationDAO MAO Digital Media Assets Assets Optimization OptimizationROC SCO Relevant Social Optimized Content Content OptimizationSMO DMO Social Digital Media Media Optimization OptimizationMassimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • social media optimization on-page tactics / process of trying to get onesSMO Social content more widely Media Optimization distributed across multiple social media networksMassimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • online media assets for universal search blended results • web pages • images • maps • local listings • videos • news • real time • meteo • books • advertising search query: sushi restaurants copenhagen Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • online media assets for universal search blended results • web pages • images • maps • local listings • videos • news • real time • meteo • books • advertising search query: mountain bike denmark Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • long tail in universal search: case history Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • cognitive aspects in universal searcheye-tracking on google serp BEFORE eye-tracking on google serp AFTERuniversal search universal search Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • social media optimization focustextreal timenewsimages vanity URLs RSS feeds videos maps Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • social media optimization focustext copywriting in pagesreal time copy in comments copy in votes / opinionsnews anchor texts / linksimages vanity URLs RSS feeds videos maps Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • social media optimization focustext keyword-rich tweetsreal time keywords in status updates blogs / forums commentsnewsimages vanity URLs RSS feeds videos maps Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • social media optimization focustextreal timenews online press releases tweets (hashtags)images status updates vanity URLs RSS feeds videos maps Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • social media optimization focustextreal timenews same as SEO everywhereimages create albums + collections vanity URLs tags and rich descriptions RSS feeds videos maps Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • social media optimization focustextreal timenews branded/unbranded keywords in username –images some will turn into vanity vanity URLs URLs and rank on search RSS feeds videos maps Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • social media optimization focustextreal timenewsimages vanity URLs RSS feeds videos lots of tips coming up take notes! maps Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • social media optimization: blogs Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • blog optimization: 22 tips of blog SEO • 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 Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • social media optimization: RSS feeds Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • social media optimization: RSS feeds 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 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) Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • social media optimization: RSS feeds Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • social media optimization: RSS feeds Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • social media optimization: submit RSS feeds Google Syndic8.com Google BlogSearch Ping Service RSSMicro.com Yahoo! MillionRSS.com DMOZ.org RSS-Network.com MSN LiveSearch 2RSS.com Ask.com / Ask.co.uk RSSHugger.com MyYahoo! / MyMSN Search4RSS.com Technorati FeedFury.com FaganFinder.com MyFeedz.com Weblogs.com YourFeeds.com blo.gs (Yahoo!) Topix.net Blogflux.com (Eatonweb) IceRocket.com Photoblogs.com Plazoo.com Sphere.com Octora.com Answers.com StrategicBoard.com About.com weblogs.about.com Genwi.com Best Of The Blogs weblogs.botw.org Fastbuzz.com Guardian Newsblog blogs.guardian.co.uk Blogdigger.com Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • social media optimization: online video Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • 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
    • 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
    • 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
    • viral video distribution: tubemogul Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • youtube marketing and more Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • more video SEO tips from SEOmoz Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • social optimization: google maps / local listing Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • social optimization: google maps / local listing• 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 googles 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 Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • good advice on optimizing google local listings http://bit.ly/google-local-listing Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • good advice on optimizing google local listings http://bit.ly/google-local-listing
    • more video search stories: parisian love http://bit.ly/parisian-love-storyMassimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • more video search stories: parisian love http://bit.ly/parisian-love-story
    • master classsearch + social media marketing PART 9 ANALYTICS
    • measuring social media traffic traffic to web / blog • web analytics • google analytics • omniture and more expensive platforms • server logs and proprietary solutions • KPIs, conversions Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • measuring social media traffic traffic to social networks • facebook / youtube insight • video views Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • measuring social media traffic traffic to social networks • facebook / youtube insight • video views • tubemogul Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • 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
    • measuring social media buzz / reputation brand reputation management • nielsen buzz ratings • google news alerts • twitter search • twilert, twitterfeed • socialmention.com • scoutlabs • who’s talking • monniter, tweetbeet • .... Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • master classsearch + social media marketing PART 10 DETOX
    • social media optimization in 12 steps detox +SEO clinicMassimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • 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) 7 - share what you own (RSS) SEO 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 Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • master classsearch + social media marketing + SITE CLINIC
    • tak!massimo burgioglobal search interactive / sempowww.globalsearchinteractive.netwww.sempo.orgmassimo@globalsearchinteractive.netfacebook.com/massimoburgiotwitter.com/massimoburgiolinkedin.com/in/massimoburgioslideshare.net/massimoburgio