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Social Media Optimization Tips from TopRank


Boost your digital public relations skills with these social media optimization tips from TopRank Online Marketing CEO Lee Odden. …

Boost your digital public relations skills with these social media optimization tips from TopRank Online Marketing CEO Lee Odden.

This presentation offers trends in internet marketing that matter as well as how and why you should adapt an "Optimized State of Mind" when it comes to getting better results with content marketing.

Companies optimize their websites, why not optimize their social media? Facebook SEO, Blog SEO, Twitter SEO, LinkedIn SEO and why not Google+ SEO?

Make it easy for your customers as well as journalists, reporters, analysts and bloggers to find your news content when they're looking for sources. Easy to find means more traffic and more links. More links means better search visibility and you know what that means: Even more relevant traffic to your website.

Published in Business , Technology
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    SEMCO GROUP OF COMPANIES, having diversified business interest in manufacturing world-class steel metal components, engineering extensive solutions, product design & development, acquiring & developing real estate assets, Infrastructure, Railways, Marine, Environment Protection, Water Treatment and Purification business. Having sister concerns in the name of SEMCO Forge Pvt. Ltd. SEMCO India Pvt. Ltd., Systems & Equipment Maintenance Co., SEMCO Infratech Pvt. Ltd. and Datong SEMCO Railway Traffic Co. Ltd., China.
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  • SMO can lead to increased traffic to our site, as friends encourage their friends to digest specific content.
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  • superb stuff - from a real pro! thx 4 sharing it!
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  • Advance Your SEO Skills With Social Media Optimization Social media and search engine optimization (SEO) present the most significant opportunity for public relations and communications professionals to master the search and social Web. In this information-packed workshop, learn essential skills for planning social SEO in order to increase reach and engagement. Practical tactics for optimizing blogs, LinkedIn, Facebook, Twitter and YouTube will be discussed. Also, learn about free and low-cost social SEO tools that will help you implement and measure success.learn essential skills for planning social SEO Practical tactics for optimizing blogsOptimize LinkedInOptimize FacebookOptimize TwitterOptimize YouTube Free and low-cost social SEO tools
  • Lee Odden is CEO of TopRank Online Marketing and editor of Online Marketing Blog: Rated the #1 content marketing blog by Junta42 and a top 10 blog by Advertising Age.  A 14-year online marketing veteran, Lee has been cited by numerous industry publications and books including The Economist, DM News and ‘Marketing in the Age of Google’ by Vanessa Fox.  Lee speaks internationally on Social Media SEO and Content Marketing for top conferences including ad:tech, Intel’s Social Media Summit and SES, where he serves on the board of advisors. His first book, ‘Optimize’ will be published by Wiley in 2012.
  • What happens in 60 seconds on the internet?
  • of brands social media content (FB or Twitter) doesn’t rank in top 20 on Google for brand name
  • The intersection of SEO, Social Media and Content Marketing arms marketers with a 360 degree opportunity to attract, engage & retain customers online.
  • Who cares about great content?
  • Customers do53% of time spent on the Internet is directly attributable to content consumption. AOL Nielsen May 2011
  • In an interview with Wired Magazine, Udi Manber, Google’s head of search, said that Google will make as many as 550 changes to its search algorithm this year
  • Take inventory of your content and media. Anything digital published online can be optimized for findability.
  • framework for content marketing strategy and practical optimization and social media marketing tips to grow business online.


  • 1. Advance YourDigital PR SkillswithSocial
  • 2. @toprankTopRank: Search Social ContentClients Speaking Media
  • 3. @toprank Audience PollHow many of you are: Optimizing Press Releases? Newsroom? Using Keywords in Social Media Content? Measuring Search Traffic? Conversions?
  • 4. @toprank Agenda Social & SEO Trends That Matter An “Optimized” Way of Thinking Content isn’t King, it’s the Kingdom Practical SEO Tips for: Blogs, Facebook, Twitter, LinkedIn & YouTube Social & SEO Tools
  • 5. 3 TrendsThat Matter
  • 6. What Happenson the Internet…
  • 7. @toprankEvery 2 Days,We Create As MuchInformationAs We Did Since theDawn of TimeTo 2003Source: Eric Schmidt – 8/10 (via TechCrunch)
  • 8. 50 Million Users 3 Months 102 Million 200 Million 800 Million Sources: *LinkedIn **Forbes ***SocialBakers **** Larry Page
  • 9. Google sites handle 88 billion searches per month worldwide Source: comScoreAt any given time thereare 50-200 differentversions of Google’s corealgorithm in the wild*Google Inside Search 70% of Brands Social Content Doesn’t Rank Top 20 for Brand Names *Brightedge SMO Study 04/11
  • 10. @toprank 3 Essential Information Trends1. Discovery2. Consumption3. Sharing
  • 11. Are YouOptimized?
  • 12. @toprank
  • 13. Why Optimize?
  • 14. Intersection of Social & Search I need to interview an expert on Halloween safety THX @janedoe for the interview!
  • 15. @toprankCycle of Content, Search & Social Blogs
  • 16. @toprankSearch & Social Lead to Purchase 1% Social Alone 51% Search Alone 48% Search & Social Top Priority: Social & SEO Integration
  • 17. @toprank How SEO Benefits PR• Make it easy for journalists to find your news• Increase unsolicited media placements• Bypass media channels: direct to consumer• Facilitate marketing goals: leads or sales• Protect your brand & online reputation• Demonstrate more value from PR & Comms
  • 18. @toprankHow Can SEO Work For Marketing & PR? SEO Keyword PR Glossary Corporate Products Web Site Newsroom Optimization Releases Demo Newsletters Freemium White Papers Sales/Offer Consumers Journalists Case Studies Sales Media
  • 19. Content isn’tKing. It’s theKingdom.
  • 20. Who Cares About Great Content?
  • 21. @toprank Customers Do! 53% Of time on the internet is content consumption. AOL Nielsen 5/11U.S.: 27 million shared per day AOL Nielsen 5/11
  • 22. @toprank Cares Too Source: Search Engine Land 3/11Google’s POV on Quality Content:
  • 23. @toprankContent Rocks, But Rocks are Hard Most Effective
  • 24. @toprankIf You Have Great Content…Set it free! 92%
  • 25. @toprank Web SitesNews Images Video Local Real-Time Blogs What can be searched, Can be optimized!
  • 26. @toprankWhat Content Should be Findable?• Products & Services • Media: Video, Audio,• Corporate Info Images• News, PR • Blogs• Help, FAQ • Tweets• Knowledgebase • Status Updates• Job Listings • Comments• Landing Pages • Tags• Newsletter • MS Office Docs• Fulfillment • PDF files
  • 27. @toprankSEO Impact & Objectives Public Human Customer Marketing Relations Resources Service Content Prospect Journalist Candidate Customer Traffic Media Sale Coverage New Staff Serviced
  • 28. @toprank CMO & SMO Framework Research Keywords Content Optimize, Customer Topics & Promo Socialize & Segments Message Plan PromotePreferences Search & Topics, SEO Social & SEOPain Points Social Data Calendar, Networking,Behaviors Sources Repurpose Link Building
  • 29. Social SEOIn Practice
  • 30. @toprankSocial SEO Publishing Process News Content Keyword Optimization Images Video Audio Social Distribution Blog Twitter Socnet Link Building Measure Impact
  • 31. @toprank Choose the Best KeywordsKeyword Glossary Considerations• Categories• Primary phrases• Derivatives Newsroom• Permutations Category• Popularity Press Release• Relevance Digital Assets• Competitiveness
  • 32. @toprankChoose the Best Keywords Competitors Keywords Popularity Categories
  • 33. @toprank SEO for Social Content Facebook SEOTwitter YouTube Blog SEO SEO SEO Google+ LinkedIn SEO SEO
  • 34. @toprank Blogs are Social Share & Rate Comment Other Blogs Comments Poll - Survey BlogFacebook LinkedIn         Twitter          
  • 35. @toprankBlogs are Search Magnets 26,530 Unique Keywords 45,000+ RSS Subscribers 100k+ inbound links Attracts: Media & Links, Employees, Speaking & +New Business
  • 36. @toprank Basic Blog SEO Tips1. Optimize for readers first!!!2. Title Tag vs. On Page Title: Headspace2, AllinOneSEO3. Keyword in URL (slug)4. Keywords & synonyms in copy5. Link to older posts6. Minimize duplicate content7. Encourage inbound links
  • 37. @toprank Blog SEOWhere to use keywords:• Post titles• Categories• Body copy• Lists• Anchor text links• Tags• Image alt text
  • 38. @toprankDevelop Off-Site Content & Networks Profiles Industry Blog Publications
  • 39. @toprank Content & Media Mix Web Page Web Page Keyword Glossary Web Page • Keyword 1 • Keyword 2 Blog Posts • Keyword 3 Infographics Images Press Release VideosContributedArticles Guest Blog Posts PPTIndustryMedia PDF
  • 40. @toprank Social Cross Promotion Slideshare News Sources Blog Off site Comments TR WebsiteFacebook Twitter LinkedIn Delicious YouTube
  • 41. @toprankGoogle+ SEO
  • 42. SEO Impact:LinkedIn SEO • Public • Internal
  • 43. @toprank LinkedIn SEO Tips Objects:Content: • Vanity URL• Personal Profiles • Use keyword anchor• Expertise text in external links • Optimize headline• Company Pages • Descriptions• Groups • Recommendations• Answers • Answers• Job Listings • Job Listings • Status Updates
  • 44. SEO Impact:Facebook SEO • Public • Internal What to SEO: • Personal • Fan page • Apps • Events • Questions • Locations
  • 45. @toprankFacebook Timeline SEO • Bio • Contact • Education • Work • Applications • Wall content • Photos • Engagement!
  • 46. @toprankFacebook Fan Page • Description • Info box • Wall info • Photos • Events • Likes • SHARES! • It’s all about the feed
  • 47. @toprank 8 Facebook SEO Tips1. Add FB Like, Share buttons to website content2. Keywords in Name of Fan Page3. Keywords in URL for Fan Page4. Add keyword rich text to “About” tab5. Complete “Info” tab with text & links6. Add full URLs to status updates7. Link from external sites to your Facebook page8. Encourage fans to comment, like and share your FB stream
  • 48. SEO Impact:Twitter SEO • Public • Indirect • Name • Bio • URL (Links are no followed) • Tweets can be syndicated via RSS off site • Most effective for SEO as a promotion tool
  • 49. SEO Impact:YouTube SEO • Public • Onsite
  • 50. @toprank YouTube SEO Tips• Title – Creative & literal for keywords• Description - Most important keywords first.• Tags - keywords• Number of views – promote the video• Rating – create a quality video• Channel views, subscribers, favorites, comments• How to videos are most linkable• Embed videos in text pages, blog posts with descriptive text
  • 51. Tools toMake YourSocial SEO#AWESOME
  • 52. @toprank SEO Tools: SEO Dashboard
  • 53. @toprank Social SEO Tools: Social Mentionhttp://
  • 54. @toprank SEO Tools: Google Keywordshttp://
  • 55. @toprank SEO Tools: Google Insightshttp://
  • 56. @toprankUbersuggest
  • 57. @toprank SEO Tools: Scribe
  • 58. @toprank SEO Tools: Majestic SEOhttp://
  • 59. @toprank SEO Tools: SEMRushhttp://
  • 60. @toprank 3 Things You Can Do Now1 Research Customers: Audience analysis, brand monitoring, social keyword research.2 Create a Social Media SEO Strategy: Create, optimize & promote social content, develop networks.3 Leverage Social Media Marketing campaign tools across channels to promote optimized social content.
  • 61. Thank YouLee Get the Book – Get Optimized! Wiley - 2012