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Improving SEO Conversions Through Social Content - Gillian Muessig
Improving SEO Conversions Through Social Content - Gillian Muessig
Improving SEO Conversions Through Social Content - Gillian Muessig
Improving SEO Conversions Through Social Content - Gillian Muessig
Improving SEO Conversions Through Social Content - Gillian Muessig
Improving SEO Conversions Through Social Content - Gillian Muessig
Improving SEO Conversions Through Social Content - Gillian Muessig
Improving SEO Conversions Through Social Content - Gillian Muessig
Improving SEO Conversions Through Social Content - Gillian Muessig
Improving SEO Conversions Through Social Content - Gillian Muessig
Improving SEO Conversions Through Social Content - Gillian Muessig
Improving SEO Conversions Through Social Content - Gillian Muessig
Improving SEO Conversions Through Social Content - Gillian Muessig
Improving SEO Conversions Through Social Content - Gillian Muessig
Improving SEO Conversions Through Social Content - Gillian Muessig
Improving SEO Conversions Through Social Content - Gillian Muessig
Improving SEO Conversions Through Social Content - Gillian Muessig
Improving SEO Conversions Through Social Content - Gillian Muessig
Improving SEO Conversions Through Social Content - Gillian Muessig
Improving SEO Conversions Through Social Content - Gillian Muessig
Improving SEO Conversions Through Social Content - Gillian Muessig
Improving SEO Conversions Through Social Content - Gillian Muessig
Improving SEO Conversions Through Social Content - Gillian Muessig
Improving SEO Conversions Through Social Content - Gillian Muessig
Improving SEO Conversions Through Social Content - Gillian Muessig
Improving SEO Conversions Through Social Content - Gillian Muessig
Improving SEO Conversions Through Social Content - Gillian Muessig
Improving SEO Conversions Through Social Content - Gillian Muessig
Improving SEO Conversions Through Social Content - Gillian Muessig
Improving SEO Conversions Through Social Content - Gillian Muessig
Improving SEO Conversions Through Social Content - Gillian Muessig
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Improving SEO Conversions Through Social Content - Gillian Muessig

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Improving SEO Conversions Through Social Content …

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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  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. Today’s Menu<br /><ul><li>Basics
  3. Conversion Optimizers
  4. Specific Optimization Tips</li></ul>www.seomoz.org<br />
  5. The Basics<br />Stats &<br />Content Types<br />www.seomoz.org<br />
  6. Social Content in SERPs<br />www.seomoz.org<br />
  7. Social Media Popularity Around the World<br />www.seomoz.org<br />
  8. 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 />
  9. 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 />
  10. 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 />
  11. Conversion Optimizers<br /><ul><li>Be a Scout
  12. Reduce Risk
  13. Increase Confidence
  14. Create Urgency
  15. KISS!</li></ul>http://www.siteposition.ca<br />www.seomoz.org<br />
  16. Be A Scout (be prepared)<br /><ul><li>Know Your Customer
  17. Age
  18. Socio-economics
  19. Culture
  20. Politics
  21. Location
  22. Weather</li></ul>www.seomoz.org<br />
  23. Emotional Hooks<br /><ul><li> Greed
  24. Guilt or salvation
  25. Desire to be recognized
  26. Desire to understood
  27. Anger
  28. Exclusivity
  29. Fear
  30. Flattery</li></ul>@AimClear # SMX NYC 2010<br />www.seomoz.org<br />
  31. Emotional Hooks<br /><ul><li>Emotional hooks beat statistics every time
  32. 25% of children who contract… die of this disease.or -
  33. 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 />
  34. Reduce Risk<br /><ul><li>Money-back guarantee
  35. Free shipping
  36. Clear, generous return policy
  37. Trial offers
  38. Exchange privileges
  39. Lease-to-buy</li></ul>www.seomoz.org<br />
  40. Increase Confidence<br /><ul><li>Readily available customer service
  41. Testimonials
  42. Brand recognition
  43. Manage your reputation
  44. Consistency in verbiage & costs</li></ul>www.seomoz.org<br />
  45. Localize Content<br /><ul><li>Localized colloquial language includes:
  46. Pop culture
  47. Local slang
  48. Local politics
  49. Local slang
  50. Local weather
  51. Local news</li></ul>www.seomoz.org<br />
  52. When In Rome…<br /><ul><li>Written word is NOT talk written down
  53. …but it’s getting closer
  54. Use demographic appropriate jargon
  55. Speak like the Romans</li></ul>www.seomoz.org<br />
  56. Create Urgency<br /><ul><li>One time offers at signup
  57. Time limited sales as a business model
  58. Woot, Groupon, etc
  59. Occasional time limited offers
  60. Refer to ad motivators –
  61. Fear of not being first
  62. Fear of being left behind</li></ul>www.seomoz.org<br />
  63. KISS<br /><ul><li>Reduce # options
  64. Good-Better-Best
  65. White space is your friend
  66. Consistency
  67. Process
  68. Branding
  69. Fonts and color palettes
  70. Corporate voice</li></ul>www.seomoz.org<br />
  71. KISS<br /><ul><li>Email campaigns
  72. Avoid too many post scripts
  73. Be as specific as possible
  74. Avoid glittering generalities
  75. Use the 1st person singular/plural
  76. Eschew obfuscation
  77. Brutally red pen your copy</li></ul>www.seomoz.org<br />
  78. The Elements of Social Media<br />www.seomoz.org<br />
  79. Social Media Platforms<br /><ul><li>Blogs
  80. IM - in the moment
  81. Asynchronous communications
  82. Vertical market social media sites
  83. Image repositories
  84. Video repositories
  85. Social Commerce</li></ul>http://www.seomoz.org/labs/lda<br />www.seomoz.org<br />
  86. Optimize Blogs<br /><ul><li>QDF – keep it fresh, update 3-7x week
  87. QDR – stay on topic 90% of the time
  88. Write for readers, SEO and SMM success
  89. Understand LDA
  90. Including Video in blogs increases readership
  91. SEOmoz blog -
  92. SEOmoz Whiteboard Fridays</li></ul>http://www.seomoz.org/labs/lda<br />www.seomoz.org<br />
  93. Video Value<br /><ul><li> 363,762 visits to text blog posts last month
  94. Average time spent: 03:11
  95. 34,000 visits to (4) Whiteboard Friday blog posts
  96. Average time spent of 04:54 min
  97. 10% traffic go to Whiteboard Friday posts
  98. Average time on post: +2 min
  99. More comments </li></ul>http://www.seomoz.org/blog<br />www.seomoz.org<br />
  100. Vertical Social Media Opportunities<br /><ul><li>WAYN
  101. TripIt
  102. Dopplr
  103. SeatGuru
  104. PhoneTag
  105. FlyerTalk
  106. Facebook, LInedIn travel groups
  107. LonelyPlanet.com forums
  108. Yelp, Urban Spoon….</li></ul>“I’m looking for a latte in Lesotho…”<br />www.seomoz.org<br />
  109. Social Commerce<br /><ul><li>Direct link between Social Media and Commerce
  110. Success is directly related to the strength of your community</li></ul>www.seomoz.org<br />
  111. Community Development<br /><ul><li>Tight niche market
  112. Focus on shared values, shared goals, shared experience
  113. Create a sense of exclusivity
  114. Promote inclusion – share info
  115. Encourage discussion
  116. Damn it vs damn you
  117. Meld marketing and customer service</li></ul>www.seomoz.org<br />
  118. The Bigger Picture<br /><ul><li>Social media to conversion process is NOT just about what to post and where
  119. It’s about determining
  120. Who your audience is
  121. Where they hang out
  122. Where they want to hear from you
  123. When – frequency, days, times
  124. How – email, tweets, blogs, videos, images, white papers, testimonials</li></ul>www.seomoz.org<br />
  125. The Bigger Picture<br /><ul><li>It’s about
  126. Consistency across an intelligently selected set of platforms
  127. Allocating sufficient resources to listen, report, ponder, and take action on a business, as well as marketing level
  128. Establishing a business model that melds marketing, advertising, and customer service</li></ul>www.seomoz.org<br />
  129. Thank-you!<br />Gillian Muessig<br />President, SEOmoz, Inc.<br />@SEOmom<br />www.seomoz.org<br />
  130. 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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