How to Use Social Media to Influence SEO

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Social media is great for building community and fostering conversations. Some of social media’s most untapped potential lies in its ability to influence search engine result pages, where two-thirds of all prospective students go to research colleges and universities. Learn the fundamentals of how search works and how social media can play a part in determining if you are lost or found.

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How to Use Social Media to Influence SEO

  1. 1. How to UseSocial Mediato InfluenceSEOPatrick Powers
  2. 2. #mStonerSEO@patrickjpowers@mStonerInc
  3. 3. Our Mission✓Review how search engines work.✓Acknowledge SEO in HigherEd.✓Understand how social media impactsresults.✓Learn 20 tactics for improvement.✓Discuss.
  4. 4. EBLSEOSERPH1 H2
  5. 5. Branded SearchesNon-Branded Searches0% 25% 50% 75% 100%39%10%11%4%15%6%35%80%First Position Second Position Third Position Everything ElseThe Top Three
  6. 6. Are you an authority?Are you relevant?
  7. 7. Authoritylinks time .eduhttp://www.flickr.cophotosm//yandle/4337747398 | http://flic.kr/p/5PdB3C | http://www.flickr.com/photos/ccacnorthlib/4131837946/
  8. 8. RelevantContentURLPage TitleHeadlineCopyImagesDescription
  9. 9. IRL
  10. 10. What a browser sees ...
  11. 11. 21%20%19%18%11%7%4%Trust/AuthorityEngagement MetricsLink PopularityInbound AnchorKeyword UsageClick-through DataRegistration/HostingRankingSignalshttp://searchenginewatch.com/article/2065492/The-Role-of-On-Page-SEO-Content-Relevance-Not-Rankings
  12. 12. So why do we care inhigher education?
  13. 13. Academic ProgramsCampus Location and CommunityCost and Financial Aid10%35%38%17%45%52%Search SocialBest ways to learn?http://omniupdate.com/_resources/pdfs/research/2012_eexpectations.pdf
  14. 14. 58%42%66%34%79%21%Yes NoOpportunity ExistsAre you investing in an SEO process to improve search results?4-year private 4-year public 2-year collegeshttp://omniupdate.com/_resources/pdfs/research/2012_eexpectations.pdf
  15. 15. What role does socialmedia play in this?
  16. 16. Matt CuttsGoogle Engineer“We do use Twitter andFacebook links and ranking, aswe always have, in ourwebsearch rankings. But inaddition we are also trying tofigure out a little bit about thereputation of an author or acreator on Twitter or Facebook.”
  17. 17. •Number of follows/likes/retweets/shares•Authority of thepeople sharing•Speed of sharingGoogle Knows
  18. 18. “We do look at the social authority of auser. We look at how many people youfollow, how many follow you, and this canadd a little weight to a listing in regularsearch results.”
  19. 19. “Yes, we do use [tweeted links and RTs] asa signal. It is used as a signal in our organicand news rankings. We also use it toenhance our news universal by markinghow many people shared an article.”
  20. 20. Social Signals RisingFacebook SharesNumber of BacklinksFacebook TotalFacebook CommentsFacebook LikesTweets% Backlinks rel=nofollowKeyword in Domain Name% Backlinks with Keyword% Backlinks with StopwordImage CountKeyword in URLKeyword in Description0 0.1 0.2 0.3 0.40.030.030.040.050.10.110.150.250.30.330.350.360.37http://www.searchmetrics.com/en/searchmetrics/press/ranking-factors/
  21. 21. Takeaways20
  22. 22. Create awesomecontent.1
  23. 23. Link to social accounts.2
  24. 24. Make sharing easy.3
  25. 25. Define objects/images.4TitleDescription<meta property=”og:image” content=”/mylogo.png” />
  26. 26. Conduct researh.5
  27. 27. 67Complete your profile.
  28. 28. Brand your posts.•Help Google.•Rank high on you.8
  29. 29. Claim your place.910
  30. 30. Name your place.11
  31. 31. 12Get on Google+.
  32. 32. Give authors credit.“Within search results, information tied toverified online profiles will be ranked higher thancontent without such verification, which will result inmost users naturally clicking on the top (verified)results. The true cost of remaining anonymous, then,might be irrelevance.”- Eric Schmidt, former Google CEO13
  33. 33. 14Geo-tag images.
  34. 34. Optimize file names.Use closed-captions.1516
  35. 35. Tweet. Tweet. Tweet.Cuts index time by50%17
  36. 36. Identify influencers.18
  37. 37. Chase the numbers.0255075100200720082009201019
  38. 38. Create awesomecontent.20
  39. 39. Thank YouContact us for more information aboutmStoner:773-305-0537| mStoner@mstoner.comWant to work with us? Contact Mallory Wood:802-457-9234 | mallory.wood@mstoner.comPatrick Powers

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