SEO & Social Media: A Winning Strategy

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It is more important than ever that organizations align search and social media to improve organic visibility and increase website traffic. This presentation will explore ways that companies and organizations of all shapes and sizes can promote content through social networks, build authority, increase following, drive traffic, and boost search engine relevancy. Participants will walk away with a checklist of best practices for aligning social media and search for maximum results.

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SEO & Social Media: A Winning Strategy

  1. 1. Social  SEO   +   Media  SEO  &  Social  Media   A  Winning  Strategy   A  Winning  Strategy   By:  Jeff  Rum,  President  +  CCO   SPARK  Experience   For  Social  Media  Week  DC  2013   @sparkexperience  
  2. 2. Jeff  Rum   President  +  CCO   SPARK  Experience  Follow  me  on  twiMer  @jsrum  Live  tweeQng  today  @sparkexperience    #SMWSearchSocial   jeff@sparkexperience.com   @sparkexperience  
  3. 3. 3   @sparkexperience   @jsrum  
  4. 4. Jeff  Rum   President  +  CCO   SPARK  Experience  Follow  me  on  twiMer  @jsrum  Live  tweeQng  today  @sparkexperience    #SMWSearchSocial   jeff@sparkexperience.com   @sparkexperience  
  5. 5. SEO  or  Social  Media?   5   @sparkexperience  
  6. 6. 6   @sparkexperience  
  7. 7. 80%  7   @sparkexperience  
  8. 8. 93%  of  online  experiences  begin  with  a  search  engine  Source:  Search  Engine  Journal     8   @sparkexperience  
  9. 9. Search  is  the  #1  driver  of   traffic  to  websites,   beaHng  social  media  by   more  than  300%  Source:  Outbrain  Content  Discovery  and  Engagement  Report   9   @sparkexperience  
  10. 10. What  about  Social  Media?   10   @sparkexperience  
  11. 11. 67%  o will  lik f  custome page  t e  a  Fa rs   o  save ceboo  $   k   67%  of  customers  will  like  a  Facebook   page  to  save  25%  or  more.  Source:  mediabistro   11   @sparkexperience  
  12. 12. 12   @sparkexperience  
  13. 13. In  the  beginning…     13   @sparkexperience  
  14. 14. 14   @sparkexperience  
  15. 15. 15   @sparkexperience  
  16. 16. SEO  Sam   SEO Checklist ü  Keyword Research ü  Meta Tags ü  Title Tags ü  Site Map ü  URL Structure ü  Landing Pages ü  Link Building 16   @sparkexperience  
  17. 17. 17   @sparkexperience  
  18. 18. Social  Media  Suzie   Social Media Checklist ü  Social Strategy ü  Platform Setup ü  Create Blog Content ü  Tweet, Post, Blog ü  Comment ü  Guest Blog ü  Track and Analyze 18   @sparkexperience  
  19. 19. 2  Skill  Sets  2  People/Teams  2  Strategies   19   @sparkexperience  
  20. 20.     1   February  22,  201 20   @sparkexperience  
  21. 21. Space  ShuYle  Discovery  took  its  final     flight  from  Kennedy  Space  Center   21   @sparkexperience  
  22. 22.     The  Caps  shut  out  the  Penguins   22   @sparkexperience  
  23. 23.     Jeffrey  Rum  just  started  the   day  off  with  the  best   cappuccino  -­‐-­‐  at  CremCaffe.   23   @sparkexperience  
  24. 24.     Google  Panda   24   @sparkexperience  
  25. 25. Organic   25   @sparkexperience  
  26. 26. 70%  of  the  links   search  users  click   on  are  organic.  Source:  Search  Engine  Journal     26   @sparkexperience  
  27. 27. Google  Panda  Goals  ü   Separate  low-­‐quality  content  from      high-­‐quality  content  ü   Concentrate  on  clout  &  authority   27   @sparkexperience  
  28. 28. Separate  low-­‐quality   content  from    high-­‐quality  content   28   @sparkexperience  
  29. 29. Low  Quality  Factors  •  Duplicate  Content   •  No  Contact  Info  •  “Shallow”  Content   •  Code  Errors  •  Fake  (Paid)  Blogs   •  Too  Many  Ads   29   @sparkexperience  
  30. 30. High  Quality  Factors  •  Unique  Content   •  A  Brand  Name  •  Quality  Content   •  Validated  &  •  Domain  History   Accessible  Code   30   @sparkexperience  
  31. 31. create  content  for  PEOPLE  not  search  engines   31   @sparkexperience  
  32. 32. SEO  rocks   now!  #ilovepanda   32   @sparkexperience  
  33. 33. But  what  about  my     keyword-­‐stuffed  pages?   #pandasucks  33   @sparkexperience  
  34. 34. Concentrate  on    Clout  &  Authority   34   @sparkexperience  
  35. 35. Google  has  listed  out  some  quesHons  for  you  as  a  guideline  to  produce  what  they  believe  is  “authoritaHve  content”  •  Would  you  trust  the  informaQon  presented  in  this  arQcle?  •  Is  this  arQcle  wriMen  by  expert/enthusiast  who  knows  the   topic  well,  or  is  it  more  shallow  in  nature?  •  Is  the  site  a  recognized  authority  on  its  topic?  •  Is  this  the  sort  of  page  you’d  want  to  bookmark,  share   with  a  friend,  or  recommend?   35   @sparkexperience  
  36. 36. Forget  about  more  links.  Think:  beYer  links.  “There  is  no  beMer  link  than  a  contextual  link  from  keywords  you  specify,  from  a  content-­‐rich  page  that  you  opQmized,  on  an  authoritaQve  site  that  is  relevant  to  your  own  site.”    -­‐  Social  Media  Today   36   @sparkexperience  
  37. 37. 37   @sparkexperience  
  38. 38.     Panda  started  to     change  the     relaHonship     between  SEO     and  social  media.   38   @sparkexperience  
  39. 39.     012   A pril  24,  2 39   @sparkexperience  
  40. 40. Facebooks  filings  revealed  that    each  user  is  worth  a  mere  $4.81     a  year  to  the  company.   40   @sparkexperience  
  41. 41. Pizza  Hut  unveiled  a  new  pizza  with  a    cheeseburger  and  chicken  nugget-­‐stuffed  crust.     Romney  won  primaries  in  PA,CT,  RI,  DE,  &  NY,     claiming  the  GOP  nominaHon     41   @sparkexperience  
  42. 42.     Jeffrey  Rum  couldn’t  believe   that  my  liMle  girl  rode  a   horse  –  at  Reston  Zoo.   42   @sparkexperience  
  43. 43.     Google  Penguin   43   @sparkexperience  
  44. 44. Google  Penguin  Goals  ü  Penalize  websites  which  market  spam  and   over-­‐opQmize  themselves  ü   Reward  quality,  unique,  shareable  content   44   @sparkexperience  
  45. 45. The  Over-­‐OpQmized  Site   45   @sparkexperience  
  46. 46. Top  NavigaHon?   Over-­‐OpHmized  Keywords   No  Links  No  Images…  No  Video…  No  Sharing…  No  Contact  Info   46   @sparkexperience  
  47. 47. The  Well-­‐OpQmized  Site   47   @sparkexperience  
  48. 48. Headline   Author   Comments   Sharing   Good  Copy   Image   Appropriate   Linking   Related  Content   Bold   Lists   48   @sparkexperience  
  49. 49. Google  Penguin  Goals  ü  Penalize  websites  which  market  spam  and   over-­‐opQmize  themselves  ü   Reward  quality,  unique,  shareable    content   49   @sparkexperience  
  50. 50. 50   @sparkexperience  
  51. 51. who  you  are  as  a  person  on  TWITTER  maYers  for  page  ranking   (more  than  Facebook)   51   @sparkexperience  
  52. 52. 52   @sparkexperience  
  53. 53. Tweets  &  Ranking   Study  shows  that  URLs  receive  a  significant  boost    in  Google  rankings  when  they  are  shared  on  TwiMer   53   @sparkexperience  
  54. 54. Penguin  is  cool!  #ladygagafollowsme   54   @sparkexperience  
  55. 55. Penguin  signals  that  social  media  impacts  ranking   55   @sparkexperience  
  56. 56.     So,  what  does  this  all  mean?   56   @sparkexperience  
  57. 57. SEO  is  actually  easier  now.     We  know  the  rules.   57   @sparkexperience  
  58. 58. Company ABC 58   @sparkexperience  
  59. 59. both  require…     59   @sparkexperience  
  60. 60. Good,  People-­‐Friendly  Content   60   @sparkexperience  
  61. 61. Building  Links   61   @sparkexperience  
  62. 62. Analysis  &  Refinement   62   @sparkexperience  
  63. 63. Analysis  &  Measurement  Time,  Resources  &  PaHence   63   @sparkexperience  
  64. 64. For  major  brands,  a  tweet  is  500%  more  likely  to  be  read  than  a  press  release.     @sparkexperience  
  65. 65. SEO  or  Social  Media?   65   @sparkexperience  
  66. 66. Many  Skill  Sets  1  Well-­‐Rounded  Team  1  Strategy   66   @sparkexperience  
  67. 67. It’s  Hme  to  create  a  unified  strategy!   SEO   PR  &   Content   MarkeHng   Writers   Digital   Strategy   CreaHve   Developers   Social   Media   67   @sparkexperience  
  68. 68. Who  knows  what’s  next…   68   @sparkexperience  
  69. 69. 69   @sparkexperience  
  70. 70. 70   @sparkexperience  
  71. 71. Jeff  Rum   President  +  CCO   SPARK  Experience  Follow  me  on  twiMer  @jsrum  Live  tweeQng  today  @sparkexperience    #SMWSearchSocial   jeff@sparkexperience.com   @sparkexperience  

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