Convergence of social media and SEO

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Convergence of social media and SEO

  1. 1. Convergence  of  Social  Media  &  SEO  Tuesday,  February  1,  2011   ®
  2. 2. Webinar:  Convergence  of  Social  Media  &  SEO   Slide  2  
  3. 3. Speakers   Webinar:  Convergence  of  Social  Media  &  SEO   Slide  3  
  4. 4. Liz  Strauss   »  CEO  and  founder  of  SOBCon  www.sobevent.com     »  Author  of  the  popular  www.Successful-­‐Blog.com   »  TwiJer:  @lizstrauss   »  LinkedIn:  hJp://www.linkedin.com/in/lizstrauss     Webinar:  Convergence  of  Social  Media  &  SEO   Slide  4  
  5. 5. The  Social  WEB   Complicates  RELATIONSHIPS   Customers  now  have…   1.  A  world  of  things  to  buy  and     a  world  of  compeSSve  offers.   2.  OpportuniSes  to  buy  online,     offline,  via  mainstream  media,   email,  direct  mail,  telephone,     and  social  sites  and  commerce.   3.  networks  and  channels  to  review     and  discuss  what  they  buy  with   thousands  of  online  friends.       Webinar:  Convergence  of  Social  Media  &  SEO   Slide  5  
  6. 6. A  Loyal  Customer  Can’t  Be  replaced  One  Lost  Customer  Cost   »  Lost  revenue   Avg Order $ »  Opportunity  Cost   x Avg Number of »  Costs  of  new     Annual Orders x Yrs. CustomerLife customer  acquisiSon   (new  customers  can’t  replace   Thousands per  lost,  loyal  customers)     Lost Customer »  NegaSve  word  of  mouth   (1  deserter  tells  3  friends)   Webinar:  Convergence  of  Social  Media  &  SEO   Slide  6  
  7. 7. Solution Finds solutionsis the NewlocationSearch isonly half ofthe Equation FINDABILITY IS THE NEW Black Webinar:  Convergence  of  Social  Media  &  SEO   Slide  7  
  8. 8. Does yourWebsitework forPeople?Is it easier,Faster, Moremeaningful? Website: Showroom / Catalogue / Presentation Webinar:  Convergence  of  Social  Media  &  SEO   Slide  8  
  9. 9. To BuildRelationshipsThat Websiteneeds a blog. Blog: meeting Room / coffee Shop / Conversation Webinar:  Convergence  of  Social  Media  &  SEO   Slide  9  
  10. 10.   Can  You  Find   people  And   resources   of  value?         share  experIse  Know what You Don’t know Webinar:  Convergence  of  Social  Media  &  SEO   Slide  10  
  11. 11. Keep up withcustomersonlineand offparticipate Twitter: The World’s Largest Event Webinar:  Convergence  of  Social  Media  &  SEO   Slide  11  
  12. 12. Poll  Webinar:  Convergence  of  Social  Media  &  SEO   Slide  12  
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  15. 15. Erez  Barak   »  Co-­‐Founder  and  VP  of  Products  of  OpSfy   »  TwiJer:  @ebarak   »  LinkedIn:  hJp://www.linkedin.com/in/erezbarak     Webinar:  Convergence  of  Social  Media  &  SEO   Slide  15  
  16. 16. Webinar:  Convergence  of  Social  Media  &  SEO   Slide  16  
  17. 17. QuesIon  #1:  Where  do  people  spend  their  Ime?   Webinar:  Convergence  of  Social  Media  &  SEO   Slide  17  
  18. 18. QuesIon  #1:  Where  do  people  spend  their  Ime?   Search  and   Social  Media  Via:  hJp://www.markeSngsherpa.com/1news/chartofweek-­‐01-­‐25-­‐11-­‐lp.htm     Webinar:  Convergence  of  Social  Media  &  SEO   Slide  18  
  19. 19. QuesIon  #2:  Are  Search  and  Social  Connected?   »  OverSme  Trends  –  “HMU”   »  Real  Time  Trends  -­‐  “fleet  foxes”   MaJ  CuJs  Confirms  that  Google  Uses   Facebook  and  TwiJer  Links  for  ranking   FLE Dec.  21,  2010   Bing  Expands  Use  Of  Facebook  ‘Likes’  In   Search  Results     Dec  15,  2010  Images  from:  Facebook  Blog  hJp://blog.facebook.com/  and  Google  Trends  hJp://www.google.com/trends     Webinar:  Convergence  of  Social  Media  &  SEO   Slide  19  
  20. 20. QuesIon  #2:  Are  Search  and  Social  Connected?  »  OverSme  Trends  –  “HMU”  »  Real  Time  Trends  -­‐  “fleet  foxes”   MaJ  CuJs  Confirms  that  Google  Uses   Facebook  and  TwiJer  Links  for  ranking   Dec.  21,  2010   Bing  Expands  Use  Of  Facebook  ‘Likes’  In   Search  Results     Dec  15,  2010   Webinar:  Convergence  of  Social  Media  &  SEO   Slide  20  
  21. 21. QuesIon  #3:  Does  Facebook  MaSer?   Search   Rank     Facebook  Likes   Not  all  URLs  are  created  equal     CorrelaSon  between  rank  and  likes     Does  rank  drive  likes?  or  Do  Likes  drive  rank?   Webinar:  Convergence  of  Social  Media  &  SEO   Slide  21  
  22. 22. QuesIon  #4:  Is  it  only  about  social?  »  Engines  are   constantly  changing  »  New  metrics  are   constantly  changing   Search   Rank     search  landscape  »  Need  to  opSmize  to   align  with  new   metrics   Page  Load  Time   Webinar:  Convergence  of  Social  Media  &  SEO   Slide  22  
  23. 23. QuesIon  #5:  What  do  I  need  to  track  in  Real  Time  ?  »  SEO  Indicators   »  Keyword  Ranks   »  Page  Scores   »  Link  OpportuniSes   Webinar:  Convergence  of  Social  Media  &  SEO   Slide  23  
  24. 24. QuesIon  #5:  What  do  I  need  to  track  in  Real  Time  ?  »  Social  Indicators   »  Likes,  Shares,  Comments   »  Re-­‐tweets  and  Followers   »  Social  Influence     Webinar:  Convergence  of  Social  Media  &  SEO   Slide  24  
  25. 25. QuesIon  #5:  What  do  I  need  to  track  in  Real  Time  ?  »  Business  Indicators   »  Pageviews   »  Visitors   »  Conversion   »  Revenue   Webinar:  Convergence  of  Social  Media  &  SEO   Slide  25  
  26. 26. Rand  Fishkin   »  Founder  and  CEO  of  SEOmoz   »  Co-­‐authored  the  Art  of  SEO     »  TwiJer:  @randfish   »  LinkedIn:  hJp://www.linkedin.com/in/randfishkin   »  Everything  I  Share:  hJp://trunk.ly/randfish   Webinar:  Convergence  of  Social  Media  &  SEO   Slide  26  
  27. 27. TwiSer  &  Facebook  Impact  Rankings  at  Google  &  Bing  If (a document) is retweeted or referenced much in Twitter, do you countthat as a signal outside of finding any non-nofollowed links that maynaturally result from it?“We do look at the social authority of a user. We look at how manypeople you follow, how many follow you, and this can add a little weightto a listing in regular search results…”“Yes, we do use it as a signal. It is used as a signal in our organic andnews rankings…”Via:  hJp://searchengineland.com/what-­‐social-­‐signals-­‐do-­‐google-­‐bing-­‐really-­‐count-­‐55389   Webinar:  Convergence  of  Social  Media  &  SEO   Slide  27  
  28. 28. “Author  Authority”  is  Calculated  by  Google  &  Bing     Webinar:  Convergence  of  Social  Media  &  SEO   Slide  28  
  29. 29. “Author  Authority”  is  Calculated  by  Google  &  Bing   Number  of  Followers  /  Following;  RaSo;   Who’s  Following?  Who  are  They  Following?   Verified  Account?  Real  Name?  Real   Do  they  tweet  quality  stuff?  Do   LocaSon?  Trust  in  Website  URL?   other  good  accounts  retweet   them?  Do  they  ever  tweet  spam?   Webinar:  Convergence  of  Social  Media  &  SEO   Slide  29  
  30. 30. An  SEOmoz  Test  on  How  Tweets  Affect  Rankings     (Dec.  2010)   Page  A  “FighIng  Hunger”   Page  B  “Ending  Hunger”   36  Linking  Root  Domains   1Linking  Root  Domains   620  External,  Followed  Links   1  External,  Followed  Links   5.22  mozRank   1.25  mozRank   0  tweets   521  tweets  (via  tweetmeme)  Via:  hJp://www.seomoz.org/blog/how-­‐do-­‐tweets-­‐influence-­‐search-­‐rankings-­‐an-­‐experiment-­‐for-­‐a-­‐cause   Webinar:  Convergence  of  Social  Media  &  SEO   Slide  30  
  31. 31. An  SEOmoz  Test  on  How  Tweets  Affect  Rankings  Results  (Jan.  2010)   Page  B   (the  tweeted  page)   Ranks!  Via:  hJp://www.seomoz.org/blog/how-­‐do-­‐tweets-­‐influence-­‐search-­‐rankings-­‐an-­‐experiment-­‐for-­‐a-­‐cause   Webinar:  Convergence  of  Social  Media  &  SEO   Slide  31  
  32. 32. Facebook  Sharing:  Public  vs.  Private  Sharing  and  Impact  on  Google   Google  can  only  “see”   things  everyone  can   see.   Webinar:  Convergence  of  Social  Media  &  SEO   Slide  32  
  33. 33. SEO  &  Social  Strategies:  Content  MarkeIng  w/  Facebook     »  Company Page »  Promoted on Website »  Shares Content »  Tracks Impressions »  Uses RSS feed from Blog »  Community Manager Interacts w/ Users Webinar:  Convergence  of  Social  Media  &  SEO   Slide  33  
  34. 34. SEO  &  Social  Strategies:  Facebook  Data  via  Export.ly   Video  content  has  highest   engagement  for  us   Webinar:  Convergence  of  Social  Media  &  SEO   Slide  34  
  35. 35. SEO  &  Social  Strategies:  Make  it  Easy  to  Share  Content  Via:  hJp://blog.okcupid.com/index.php/dont-­‐be-­‐ugly-­‐by-­‐accident/   Webinar:  Convergence  of  Social  Media  &  SEO   Slide  35  
  36. 36. SEO  &  Social  Strategies:  Create  Content  Users  Want  to  Share  Via:  hJp://www.seomoz.org/blog/a-­‐visual-­‐tour-­‐through-­‐the-­‐basics-­‐of-­‐social-­‐media-­‐markeSng   Webinar:  Convergence  of  Social  Media  &  SEO   Slide  36  
  37. 37. SEO  &  Social  Strategies:  Facebook  &  TwiSer  Aren’t  Enough  Via:  hJp://www.seomoz.org/blog/social-­‐media-­‐markeSng-­‐facebook-­‐twiJer-­‐arent-­‐enough   Webinar:  Convergence  of  Social  Media  &  SEO   Slide  37  
  38. 38. Slide  38  
  39. 39. 710  2nd  Avenue    Suite  840  SeaJle,  WA  98104  t:  1.877.2.OPTIFY  f:  1.206.787.1410  www.opSfy.net    Visit  hJp://www.opSfy.net/blog  for  recap,  Q&A,  recording  and  presentaSon   Slide  39  

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