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

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

  • Using Social Content to Increase Conversions
    Gillian Muessig
    Cofounder | President SEOmoz
    OMS at DMA San Francisco
    October 10, 2010
  • Today’s Menu
    • Basics
    • Conversion Optimizers View slide
    • Specific Optimization Tips
    www.seomoz.org
    View slide
  • The Basics
    Stats &
    Content Types
    www.seomoz.org
  • Social Content in SERPs
    www.seomoz.org
  • Social Media Popularity Around the World
    www.seomoz.org
  • Check Us Out on Facebook
    SMBs on social media sites doubled from 12 to 25% in 2009
    www.frankthinking.com 03/2010
    www.seomoz.org
  • Hospital Social Media Activity 2010
    830 Hospitals
    395 YouTube Channels 639 Facebook pages635 Twitter Accounts
    411 LinkedIn Pages92 Blogs
    Read more: http://ebennett.org/time-to-re-think-hospital-social-media-adoption/#ixzz11o05kbhT
    www.seomoz.org
  • Social Media Platform Effectiveness
    237 Marketing Communicators report their perception of the effectiveness of social media platforms
    Read more: New Media, New Influencers, and Implications for Public Relations, 2008 Society for New Communications Research
    www.seomoz.org
  • Conversion Optimizers
    • Be a Scout
    • Reduce Risk
    • Increase Confidence
    • Create Urgency
    • KISS!
    http://www.siteposition.ca
    www.seomoz.org
  • Be A Scout (be prepared)
    • Know Your Customer
    • Age
    • Socio-economics
    • Culture
    • Politics
    • Location
    • Weather
    www.seomoz.org
  • Emotional Hooks
    • Greed
    • Guilt or salvation
    • Desire to be recognized
    • Desire to understood
    • Anger
    • Exclusivity
    • Fear
    • Flattery
    @AimClear # SMX NYC 2010
    www.seomoz.org
  • Emotional Hooks
    • Emotional hooks beat statistics every time
    • 25% of children who contract… die of this disease.or -
    • We lost Jimmy today… but Karen, Sacha, and Beryl will live.
    Hershell Lewis The Art of Writing Copy, DMA 2010
    www.seomoz.org
  • Reduce Risk
    • Money-back guarantee
    • Free shipping
    • Clear, generous return policy
    • Trial offers
    • Exchange privileges
    • Lease-to-buy
    www.seomoz.org
  • Increase Confidence
    • Readily available customer service
    • Testimonials
    • Brand recognition
    • Manage your reputation
    • Consistency in verbiage & costs
    www.seomoz.org
  • Localize Content
    • Localized colloquial language includes:
    • Pop culture
    • Local slang
    • Local politics
    • Local slang
    • Local weather
    • Local news
    www.seomoz.org
  • When In Rome…
    • Written word is NOT talk written down
    • …but it’s getting closer
    • Use demographic appropriate jargon
    • Speak like the Romans
    www.seomoz.org
  • Create Urgency
    • One time offers at signup
    • Time limited sales as a business model
    • Woot, Groupon, etc
    • Occasional time limited offers
    • Refer to ad motivators –
    • Fear of not being first
    • Fear of being left behind
    www.seomoz.org
  • KISS
    • Reduce # options
    • Good-Better-Best
    • White space is your friend
    • Consistency
    • Process
    • Branding
    • Fonts and color palettes
    • Corporate voice
    www.seomoz.org
  • KISS
    • Email campaigns
    • Avoid too many post scripts
    • Be as specific as possible
    • Avoid glittering generalities
    • Use the 1st person singular/plural
    • Eschew obfuscation
    • Brutally red pen your copy
    www.seomoz.org
  • The Elements of Social Media
    www.seomoz.org
  • Social Media Platforms
    • Blogs
    • IM - in the moment
    • Asynchronous communications
    • Vertical market social media sites
    • Image repositories
    • Video repositories
    • Social Commerce
    http://www.seomoz.org/labs/lda
    www.seomoz.org
  • Optimize Blogs
    • QDF – keep it fresh, update 3-7x week
    • QDR – stay on topic 90% of the time
    • Write for readers, SEO and SMM success
    • Understand LDA
    • Including Video in blogs increases readership
    • SEOmoz blog -
    • SEOmoz Whiteboard Fridays
    http://www.seomoz.org/labs/lda
    www.seomoz.org
  • Video Value
    • 363,762 visits to text blog posts last month
    • Average time spent: 03:11
    • 34,000 visits to (4) Whiteboard Friday blog posts
    • Average time spent of 04:54 min
    • 10% traffic go to Whiteboard Friday posts
    • Average time on post: +2 min
    • More comments
    http://www.seomoz.org/blog
    www.seomoz.org
  • Vertical Social Media Opportunities
    • WAYN
    • TripIt
    • Dopplr
    • SeatGuru
    • PhoneTag
    • FlyerTalk
    • Facebook, LInedIn travel groups
    • LonelyPlanet.com forums
    • Yelp, Urban Spoon….
    “I’m looking for a latte in Lesotho…”
    www.seomoz.org
  • Social Commerce
    • Direct link between Social Media and Commerce
    • Success is directly related to the strength of your community
    www.seomoz.org
  • Community Development
    • Tight niche market
    • Focus on shared values, shared goals, shared experience
    • Create a sense of exclusivity
    • Promote inclusion – share info
    • Encourage discussion
    • Damn it vs damn you
    • Meld marketing and customer service
    www.seomoz.org
  • The Bigger Picture
    • Social media to conversion process is NOT just about what to post and where
    • It’s about determining
    • Who your audience is
    • Where they hang out
    • Where they want to hear from you
    • When – frequency, days, times
    • How – email, tweets, blogs, videos, images, white papers, testimonials
    www.seomoz.org
  • The Bigger Picture
    • It’s about
    • Consistency across an intelligently selected set of platforms
    • Allocating sufficient resources to listen, report, ponder, and take action on a business, as well as marketing level
    • Establishing a business model that melds marketing, advertising, and customer service
    www.seomoz.org
  • Thank-you!
    Gillian Muessig
    President, SEOmoz, Inc.
    @SEOmom
    www.seomoz.org
  • No, REALLY Thank-you
    WHITEHAT2010
    Enjoy a 25% Discount at SEOmoz.org
    gillian@seomoz.org
    www.seomoz.org