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Social Media Optimization Case Studies & Tips

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Learn fundamentals of Social SEO: Social Media Optimization case studies. ...

Learn fundamentals of Social SEO: Social Media Optimization case studies.

Includes an overview of social media marketing and search engine optimization with examples and case studies. Presentation topics include:

- Planning Social SEO
- Practical Tactics for Optimizing Blogs, LinkedIn Facebook, Twitter, YouTube
- Social SEO Tools

Lee Odden, CEO of TopRank Online Marketing

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  • Full Name Full Name Comment goes here.
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  • I make 330$ - 990$ per day with facebook. You can check out my blog http://www.my-vegas-businessreview.blogspot.com
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  • Great PPT
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  • Dear Sir/Madam,

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  • I enjoyed reading your presentation. It was very nice with all the facts needed for the Social Media Marketing. It was short and simple easy for everyone to understand.
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  • Landscape: Why Social Media?
  • http://www.emarketer.com/Article.aspx?R=1007131
  • http://www.comscore.com/Press_Events/Press_Releases/2009/9/comScore_Releases_August_2009_U.S._Search_Engine_Rankings/(language)/eng-US
  • Blendtec video ranking top ten on Google for “blender” as of Oct 2, 2009
  • http://checkoutblog.com/
  • InsideFacebook July 2009
  • http://www.reelseo.com
  • Twitter serves as status update & point of contact for offline/online networking 140 character or less ensures quick digestion Able to monitor via keywords/brand name to respond to any questions/concerns immediately Posting links is a great opportunity for promotions Brand Management opportunities
  • Twitter serves as status update & point of contact for offline/online networking 140 character or less ensures quick digestion Able to monitor via keywords/brand name to respond to any questions/concerns immediately Posting links is a great opportunity for promotions Brand Management opportunities

Social Media Optimization Case Studies & Tips Social Media Optimization Case Studies & Tips Presentation Transcript

  • Social Media Optimization
    Basics of Social / SEO
    Lee Odden - @leeoddenTopRankMarketing.com
  • About TopRankMarketing.com
    Specialists in Social SEO & PR
    Media:
    Clients:
    “The SEO team at TopRank has been instrumental to
    growing a key business for our organization. I recommend
    TopRank’s SEO consulting services without reservation.”
    William Murray, President and COO, PRSA
  • Agenda
    Search & Social from 30,000 Ft
    Planning Social SEO
    Practical Tactics for Optimizing Blogs, LinkedIn Facebook, Twitter, YouTube
    Social SEO Tools
  • “What kind of social media works best for SEO?”
    “How best to build links with social media?”
    “Do social media links pass PageRank?”
    “Is social content SEO limited to benefitting search visibility on Google?”
    “How can I automate social media SEO?”
    What are your social media questions?
    SEO Social Media Questions
  • Why Social + SEO?
  • Startup Company:
    Site & Blog SEO
    Social content & promotion
    2 Years:
    400 new customers
    $12m recurring rev
    Blog & SEO most effective marketing tactics
    B2B Social SEO Example
    Two top 10 rankings:
    “b2b marketing”
    Plus thousands of
    other phrases
  • Build Community
    Connect With Customers
    Influence Media Coverage
    Improve search visibility
    Increase Sales
    Why Social Media?
  • 60% of marketers plan to take money away from traditional marketing and spend it on interactive ads instead
    59% of that interactive spend will go towards SEO and PPC
    Follow the Money = Search
  • Marketingsherpa: Social Media
    Social Marketing
    Budgets Increase
    In ALL Industries
  • SEO = Increased Conversions
    SEO is the most effective Online Marketing tactic
    for generating conversions
    Source: Forbes Ad Effectiveness Survey June 2009
  • TopRank Social Media Poll
    • Search #3 & 7
    • 6 of the top ten tactics:
    Social Media
  • TopRank Social Media SEO
    #3 “digital marketing”
  • Rise of Social Search
    3 of the top 20 search engines are search within a social network
    Facebook % of increase was more than double of any other search engine
    comScoreqSearch Dec 2009 U.S. Search Engine Rankings
  • Optimize Social Media for Search
    The role of SEO in a social media effort is to directly influence discovery of social communities or content via search.
    Link Building for SEO Through Social Media
    Indirectly, social content can boost links to website content, improving search traffic and online sales.
    SEO & Social: Yin Yang
  • The Silo Problem
    Most marketers approach SEO & Social Media as independent tactics:
    Social Media
    SEO
    Branding
    Community
    Rankings
    Conversions
  • Social Media Lacking SEO:
    First successful Blog from Walmart
    • Good keyword categories
    • Good social features & user experience
    • Numerous technical issues for search engines
    • Over 16,000 inbound links!
    • What do they rank for?
  • Social Media Lacking SEO:
    Why?
  • Social Media Lacking SEO:
    Solution:
    • Fix technical issues for search engines
    • Use keywords in post titles
    • Use keywords in links between posts
    • Encourage inbound links to categories
  • Integrated SEO & Social Media
    Social
    Media
    SEO
    Branding
    Community
    Rankings
    Conversions
  • Social Boosts SEO
    8,840 Inbound Links
    Top 10 ranking
    “blender”
  • Case Study: Online Games
    6 month old site, little traffic
    SEO & Social: Blog, Twitter, Facebook
    Increase web traffic by 4,400%
    23,614 inbound links
    Top Google rankings for phrases like: online puzzles
    300,000 visitors per month
    Now sells advertising as well as products
    smart-kit.com
  • Case Study: Fabric Retailer
    Overspending on ads
    Site SEO & Link Buildig
    Social: Blog, FB, Twitter
    Increased web visitors 214%
    5,332 inbould links
    282 #1 Google Rankings
    Top 10 rankings including “fabric stores”
    Search sends 80% of web site traffic
    Reduced marketing spend
    Increased sales
    jandofabrics.com
  • SEO with Social Tools
  • Strategic SEO & Social Media
    Audience
    Objectives
    Strategy
    Tactics
    Twitter
    SocNet
    Video
    Blog
    News
    Search Engine Optimization
    Goal
  • “Keyword optimization to improve search visibility on social media and standard search engines.”
    SEO = Keywords + Links
    Social Media Optimization
  • WordTracker
    Keyword Discovery
    Wordstream
    SEMRush
    Google Keyword Tools
    AdWords
    Search-Based
    Trends
    Insights For Search
    Standard SEO Keyword Tools
  • Social Keyword Research
    News
    Blogs
    Social Tags
    Forums
    Twitter
    Comments
    Video
    Images
  • Social Data Aggregation
  • Social Data Analysis (SM2)
  • Standard Keyword Glossary
    Social Keyword Glossary
    Look for Cross-Over Phrases
    Map keywords to content
    Optimize Accordingly
    Real Time Marketing Tip:Use Trending Social Phrases for On-Demand SEO of Social Content
    Social SEO Keywords
  • Types of Content to Optimize:
    Titles
    File names
    Descriptions
    Anchor text (links)
    Tags
    Show notes & transcriptions
    Social Media Optimization
  • Create, package and promote content worth linking to
    Develop social distribution channels:
    RSS
    Twitter
    Facebook & LinkedIn status
    Facebook & LinkedIn groups
    Build Networks: Digg, Delicious, StumbleUpon, Flickr, YouTube
    Social Media Link Building
  • Social Media Tools
    to Optimize
  • Social Media Tools
    • Blogging
    • Facebook
    • LinkedIn
    • YouTube
    • Flickr
    • Twitter
  • Blog Centerpiece to Social SEO
    Blog
  • Social/SEO Synergy
  • Create keyword glossary
    Keyword categories
    Post based on desired keyword rankings
    Respond to insights from analytics
    Blog SEO - Keywords
  • Blog SEO - Keywords
    Where to use keywords:
    • Title tags
    • Post titles
    • Categories
    • Body copy
    • Anchor text links
    • Tags
    • Image, Video alt text
    • URLs
  • Blog SEO Breakdown
    Keyword Optimization
    • Branded: “Fabric”
    • Post title: “novelty fabric”(#1 on Google)
    • Image alt text
    • Category names
    • Body copy
    • Anchor text
    • Previous posts
  • Blogs are Social
    Outbound Links
    Comments
    Blog
    Poll - Survey
    Facebook
    Blog










    Twitter
    Comments









  • RSS
    RSS to email
    Social bookmarks
    Social news
    Voting widgets
    Blog SEO – Subscribe, Share
  • Personal Page – Vanity URL
    Facebook Content to SEO
    • Basic
    • Personal
    • Contact
    • Education
    • Work
    • Applications
  • Fan Page
    Facebook Content to SEO
    • Profile
    • Discussion
    • Events
    • Members
    • Wall
    • Photos
    • Links
    • Video
  • Name of Fan Page
    URL for Fan Page
    Add keyword rich text to “About” box
    Complete “Info” tab with text & links
    Use static FBML to add tabs & boxes of content plus crawlable “follow” links
    Add full URLs to status updates
    Link from external sites to your Facebook page
    Encourage fans to comment in your FB stream
    8 Facebook SEO Tips
  • Complete profile & use keywords where logical (headline, job title, summary)
    Make enough of your profile public for search engines to rank it
    Ask & give recommendations
    Use anchor text in the 3 Website links
    Participate in Groups
    Participate in LinkedIn Answers
    LinkedIn Profile SEO
  • LinkedIn Company SEO
  • Video SEO
    YouTube #2 search engine (ahead of Yahoo)
    More people watch videos on YouTube each month than search on Google
  • YouTube Channel
  • Title – Creative & literal for keywords
    Description - 1,000 characters (varies greatly)
    Tags - Keywords
    Number of views – Promote the video
    Rating – Create a quality video
    Channel views, subscribers, favorites, comments
    “How to videos” are most linkable – get links
    Embed videos in text pages, blog posts with descriptive text
    YouTube SEO Tips
  • Twitter Profile SEO
  • Power of the Retweet
    Content
    Link
    Tweet This
    Blogs &
    Publishers
    Retweet
    Links!
    Links!
    Blogs &
    Publishers
    Blogs &
    Publishers
    Retweet
  • Power of the Retweet
  • SEO on Twitter
    Name
    Bio
    URL
    Links are nofollowed
    Twitter is most effective for SEO as a promotion tool to increase awareness & attract links.
    Twitter content can show in real-time Google results
  • Social Media Promotions
    Content plan
    Develop content plan
    Create content/media
    Publish
    Match media to promotion channel
    Promote “special” content
    Blog
    post
    Media
    YouTube
    Twitter
    StumbleUpon
    Digg
    Facebook
  • Considerations
    Who owns SEO & who owns social media?
    What content & resources do you have?
    Start participating in social networks NOW
    Experiment and measure to find what works
    Forecast for success, prepare for failure
    Optimize for people first!
  • knowem.com – Profile building tool
    howsociable.com – Social visibility score
    semrush.com – Find competitor organic search rankings
    google.com/insights/search/ - Keyword demand trends
    ericmiraglia.com/inlink/ - Analyze links & social
    majesticseo.com – Historical back-link tracking
    alterian-social-media.com – Social media monitoring
    socialmention – Social search & scoring
    bit.ly – Search friendly URL shortening with analytics
    analytics.postrank.com – Google & social analytics
    SEO Social Goodies - Tools
  • Thank You
    Lee Odden
    Email: seo@toprankmarketing.com
    Follow on Twitter: @leeodden
    Learn:TopRankBlog.com
    Hire us: TopRankMarketing.com
    Download: TopRank Guides to SEO & Social Media
    toprankmarketing.com/SEOGuidePR/