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Using Social Content to Increase Conversions<br />Gillian Muessig<br />Cofounder | President SEOmoz<br />OMS at DMA San Fr...
Today’s Menu<br /><ul><li>Basics
Conversion Optimizers
Specific Optimization Tips</li></ul>www.seomoz.org<br />
The Basics<br />Stats &<br />Content Types<br />www.seomoz.org<br />
Social Content in SERPs<br />www.seomoz.org<br />
Social Media Popularity Around the World<br />www.seomoz.org<br />
Check Us Out on Facebook<br />SMBs on social media sites doubled from 12 to 25% in 2009<br />www.frankthinking.com 03/2010...
Hospital Social Media Activity 2010<br />830 Hospitals<br />395 YouTube Channels 639 Facebook pages635 Twitter Accounts<br...
Social Media Platform Effectiveness<br />237 Marketing Communicators report their perception of the effectiveness of socia...
Conversion Optimizers<br /><ul><li>Be a Scout
Reduce Risk
Increase Confidence
Create Urgency
KISS!</li></ul>http://www.siteposition.ca<br />www.seomoz.org<br />
Be A Scout (be prepared)<br /><ul><li>Know Your Customer
Age
Socio-economics
Culture
Politics
Location
Weather</li></ul>www.seomoz.org<br />
Emotional Hooks<br /><ul><li> Greed
 Guilt or salvation
 Desire to be recognized
 Desire to understood
 Anger
 Exclusivity
 Fear
 Flattery</li></ul>@AimClear # SMX NYC 2010<br />www.seomoz.org<br />
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Improving SEO Conversions Through Social Content - Gillian Muessig

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Improving SEO Conversions Through Social Content

With the advent of search engines now including social content into their algorithms its time to incorporate that blog, video (and more) into your overall content strategy. This session will show you how to create a content strategy that includes social media to increase your SEO-click-to conversions.

* Gillian Muessig, President, SEOmoz.org

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Transcript of "Improving SEO Conversions Through Social Content - Gillian Muessig"

  1. 1. Using Social Content to Increase Conversions<br />Gillian Muessig<br />Cofounder | President SEOmoz<br />OMS at DMA San Francisco<br />October 10, 2010<br />
  2. 2. Today’s Menu<br /><ul><li>Basics
  3. 3. Conversion Optimizers
  4. 4. Specific Optimization Tips</li></ul>www.seomoz.org<br />
  5. 5.
  6. 6. The Basics<br />Stats &<br />Content Types<br />www.seomoz.org<br />
  7. 7. Social Content in SERPs<br />www.seomoz.org<br />
  8. 8. Social Media Popularity Around the World<br />www.seomoz.org<br />
  9. 9. Check Us Out on Facebook<br />SMBs on social media sites doubled from 12 to 25% in 2009<br />www.frankthinking.com 03/2010<br />www.seomoz.org<br />
  10. 10. Hospital Social Media Activity 2010<br />830 Hospitals<br />395 YouTube Channels 639 Facebook pages635 Twitter Accounts<br />411 LinkedIn Pages92 Blogs<br />Read more: http://ebennett.org/time-to-re-think-hospital-social-media-adoption/#ixzz11o05kbhT<br />www.seomoz.org<br />
  11. 11. Social Media Platform Effectiveness<br />237 Marketing Communicators report their perception of the effectiveness of social media platforms<br />Read more: New Media, New Influencers, and Implications for Public Relations, 2008 Society for New Communications Research<br />www.seomoz.org<br />
  12. 12. Conversion Optimizers<br /><ul><li>Be a Scout
  13. 13. Reduce Risk
  14. 14. Increase Confidence
  15. 15. Create Urgency
  16. 16. KISS!</li></ul>http://www.siteposition.ca<br />www.seomoz.org<br />
  17. 17. Be A Scout (be prepared)<br /><ul><li>Know Your Customer
  18. 18. Age
  19. 19. Socio-economics
  20. 20. Culture
  21. 21. Politics
  22. 22. Location
  23. 23. Weather</li></ul>www.seomoz.org<br />
  24. 24. Emotional Hooks<br /><ul><li> Greed
  25. 25. Guilt or salvation
  26. 26. Desire to be recognized
  27. 27. Desire to understood
  28. 28. Anger
  29. 29. Exclusivity
  30. 30. Fear
  31. 31. Flattery</li></ul>@AimClear # SMX NYC 2010<br />www.seomoz.org<br />
  32. 32. Emotional Hooks<br /><ul><li>Emotional hooks beat statistics every time
  33. 33. 25% of children who contract… die of this disease.or -
  34. 34. We lost Jimmy today… but Karen, Sacha, and Beryl will live.</li></ul>Hershell Lewis The Art of Writing Copy, DMA 2010<br />www.seomoz.org<br />
  35. 35. Reduce Risk<br /><ul><li>Money-back guarantee
  36. 36. Free shipping
  37. 37. Clear, generous return policy
  38. 38. Trial offers
  39. 39. Exchange privileges
  40. 40. Lease-to-buy</li></ul>www.seomoz.org<br />
  41. 41. Increase Confidence<br /><ul><li>Readily available customer service
  42. 42. Testimonials
  43. 43. Brand recognition
  44. 44. Manage your reputation
  45. 45. Consistency in verbiage & costs</li></ul>www.seomoz.org<br />
  46. 46. Localize Content<br /><ul><li>Localized colloquial language includes:
  47. 47. Pop culture
  48. 48. Local slang
  49. 49. Local politics
  50. 50. Local slang
  51. 51. Local weather
  52. 52. Local news</li></ul>www.seomoz.org<br />
  53. 53. When In Rome…<br /><ul><li>Written word is NOT talk written down
  54. 54. …but it’s getting closer
  55. 55. Use demographic appropriate jargon
  56. 56. Speak like the Romans</li></ul>www.seomoz.org<br />
  57. 57. Create Urgency<br /><ul><li>One time offers at signup
  58. 58. Time limited sales as a business model
  59. 59. Woot, Groupon, etc
  60. 60. Occasional time limited offers
  61. 61. Refer to ad motivators –
  62. 62. Fear of not being first
  63. 63. Fear of being left behind</li></ul>www.seomoz.org<br />
  64. 64. KISS<br /><ul><li>Reduce # options
  65. 65. Good-Better-Best
  66. 66. White space is your friend
  67. 67. Consistency
  68. 68. Process
  69. 69. Branding
  70. 70. Fonts and color palettes
  71. 71. Corporate voice</li></ul>www.seomoz.org<br />
  72. 72. KISS<br /><ul><li>Email campaigns
  73. 73. Avoid too many post scripts
  74. 74. Be as specific as possible
  75. 75. Avoid glittering generalities
  76. 76. Use the 1st person singular/plural
  77. 77. Eschew obfuscation
  78. 78. Brutally red pen your copy</li></ul>www.seomoz.org<br />
  79. 79. The Elements of Social Media<br />www.seomoz.org<br />
  80. 80. Social Media Platforms<br /><ul><li>Blogs
  81. 81. IM - in the moment
  82. 82. Asynchronous communications
  83. 83. Vertical market social media sites
  84. 84. Image repositories
  85. 85. Video repositories
  86. 86. Social Commerce</li></ul>http://www.seomoz.org/labs/lda<br />www.seomoz.org<br />
  87. 87. Optimize Blogs<br /><ul><li>QDF – keep it fresh, update 3-7x week
  88. 88. QDR – stay on topic 90% of the time
  89. 89. Write for readers, SEO and SMM success
  90. 90. Understand LDA
  91. 91. Including Video in blogs increases readership
  92. 92. SEOmoz blog -
  93. 93. SEOmoz Whiteboard Fridays</li></ul>http://www.seomoz.org/labs/lda<br />www.seomoz.org<br />
  94. 94. Video Value<br /><ul><li> 363,762 visits to text blog posts last month
  95. 95. Average time spent: 03:11
  96. 96. 34,000 visits to (4) Whiteboard Friday blog posts
  97. 97. Average time spent of 04:54 min
  98. 98. 10% traffic go to Whiteboard Friday posts
  99. 99. Average time on post: +2 min
  100. 100. More comments </li></ul>http://www.seomoz.org/blog<br />www.seomoz.org<br />
  101. 101. Vertical Social Media Opportunities<br /><ul><li>WAYN
  102. 102. TripIt
  103. 103. Dopplr
  104. 104. SeatGuru
  105. 105. PhoneTag
  106. 106. FlyerTalk
  107. 107. Facebook, LInedIn travel groups
  108. 108. LonelyPlanet.com forums
  109. 109. Yelp, Urban Spoon….</li></ul>“I’m looking for a latte in Lesotho…”<br />www.seomoz.org<br />
  110. 110. Social Commerce<br /><ul><li>Direct link between Social Media and Commerce
  111. 111. Success is directly related to the strength of your community</li></ul>www.seomoz.org<br />
  112. 112. Community Development<br /><ul><li>Tight niche market
  113. 113. Focus on shared values, shared goals, shared experience
  114. 114. Create a sense of exclusivity
  115. 115. Promote inclusion – share info
  116. 116. Encourage discussion
  117. 117. Damn it vs damn you
  118. 118. Meld marketing and customer service</li></ul>www.seomoz.org<br />
  119. 119. The Bigger Picture<br /><ul><li>Social media to conversion process is NOT just about what to post and where
  120. 120. It’s about determining
  121. 121. Who your audience is
  122. 122. Where they hang out
  123. 123. Where they want to hear from you
  124. 124. When – frequency, days, times
  125. 125. How – email, tweets, blogs, videos, images, white papers, testimonials</li></ul>www.seomoz.org<br />
  126. 126. The Bigger Picture<br /><ul><li>It’s about
  127. 127. Consistency across an intelligently selected set of platforms
  128. 128. Allocating sufficient resources to listen, report, ponder, and take action on a business, as well as marketing level
  129. 129. Establishing a business model that melds marketing, advertising, and customer service</li></ul>www.seomoz.org<br />
  130. 130. Thank-you!<br />Gillian Muessig<br />President, SEOmoz, Inc.<br />@SEOmom<br />www.seomoz.org<br />
  131. 131. No, REALLY Thank-you<br />WHITEHAT2010<br />Enjoy a 25% Discount at SEOmoz.org<br />gillian@seomoz.org<br />www.seomoz.org<br />
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