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SEO/Social Media Strategy

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This presentation, delivered at the monthly meeting of SEMNE (Search Engine Marketers New England) in Rocky Hill, Connecticut, discusses the importance of social media to site rankings, for inbound …

This presentation, delivered at the monthly meeting of SEMNE (Search Engine Marketers New England) in Rocky Hill, Connecticut, discusses the importance of social media to site rankings, for inbound links as well as for on page SEO.

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  • info tab - extended info - app on FB lets you add more content and place to use your keywords in this section too staticfbml - free app that makes a custom landing page for your business pg and post links in yoru statis updates with keywords photos use gd descriptions and use keywords here b/c these get indexed by Google everything on FB fan page gets indexed by Google increasing keyword richness from your website link to your FB using your keywords in all your blog postings link to your FB using the keywords with anchor txt download this free pdf, click here, where click here is the anchor text good way to get links is to get more fans use keyword rich status updates
  • Transcript

    • 1. The Combined Benefits of a SEO & Social Media Strategy Nov 17, 2010
    • 2. About Me •President of Weber Media Partners, a 16 year-old boutique marketing firm •Passionate about Marketing and Social Media •Focus on interactive strategies to meet client objectives Weber Media Partners copyright 2010 2
    • 3. Weber Media Partners copyright 2010 3 Tenets of SEO & Social Media SEO • Write optimized content that will be found by target audience in search engines • Incorporate key words and phrases into page content, meta data • Create a network of links that drive traffic from external sites to your site Social Media Marketing • Using informative, optimized content strategically to raise brand awareness • Engage targeted audience in conversation • Drive traffic to site from external sites (blogs, social forums) (link building)
    • 4. What is Social Media? Social media is content that enables community participation on the web. Through blogs, vlogs, microblogs on online social communities, organizations can:  monitor customer sentiment  build a following  extending existing relationships  establish expertise  build the company brand Weber Media Partners copyright 2010 4
    • 5. Factors for SEO/SM Relevance •Generate relevant content on a regular basis •Using key words in titles and headings •Secure high quality in-bound links •Use keywords within blog tags & categories •Write blog content to increase keyword density and link popularity •Using Microsites to drive targeted traffic Weber Media Partners copyright 2010 5
    • 6. Intersection of Social Media pages having SEO components •Social mention = inbound link •Blog posts facilitate SEO link-building •Tweet links drive traffic back to your site •Social bookmarking sites help make social content go viral •Optimizing social assets (blog, YouTube page, Facebook page, Twitter page, etc) build brand in search engines Weber Media Partners copyright 2010 6
    • 7. Listen, Learn, Optimize Quantify the benefits your marketing program receives when search and social work together. •Use social media tracking tools & analytics •What are people saying about your brand? •Identify keywords and phrases to optimize pages •Distinguish increase in natural search traffic and traffic from social media sites, including Facebook, Twitter, and YouTube. •Correlate the number of back-links from social sites with the organic search traffic Weber Media Partners copyright 2010 7
    • 8. The impact of social media channels on search results
    • 9. November 23, 2010 Weber Media Partners copyright 2009 9 WMP Blog Linkedin Facebook Business directory Business blog Twitter Slideshare Search term: “Weber Media Partners”
    • 10. Article on external site Photo albums on Picasa Interior design blog YouTube and Yahoo video
    • 11. Search for ‘social media marketing southborough ma’
    • 12. SEO and Social Media - Where do your Social Media efforts intersect? SEO Page Rankings in Google, Yahoo, Bing SERPS = Search Engine Results Pages Least Optimal Area for SERPs Not-so-Optimal Area for SERPs Optimal Area for SERPs 10th + 10th 9th 8th 7th 6th 5th 4th 3rd 2nd 1st — — — — — — — — — — — Page Rank
    • 13. Weber Media Partners copyright 2010 Social Media Terminology Blog- Short for web log, it is a web page that serves as a publicly accessible personal journal for an individual Twitter- micro-blogging service that enables its users to send & read other users' updates in 140 characters or less Facebook- Social utility that connects people who work, study and live around them Flickr, Picasa, and others- An image and video hosting website where community members can share and comment on media LinkedIn – a business oriented social networking site YouTube/ Vimeo- A mixture of a video blogging site and a social networking site 13
    • 14. Weber Media Partners copyright 2009 Social Media Terminology Digg- Social news site where users can discover and share content StumbleUpon - Social news site where community members can vote on stories Yahoo – Social news site where members can discover and share web pages Reddit- Social news community where users post links to the site’s home page Delicious- Social bookmarking site used for sharing and storing bookmarked pages Slideshare, Brainshark - Powerpoint repository 14
    • 15. • Tweets will rank high in search results • Good for ranking your profile name and breaking news
    • 16. • Create a vanity URL your username match it to the title of your business name or page • About text - use your primary keywords here in a sentence
    • 17. • Heavily indexed by search engines • Passing links and page ranks • Also help images in building inbound links
    • 18. • Very high page rank • Often on first page for company name
    • 19. • Very good for building links back to your site because videos rank high • Videos should be titled and tagged with keywords • Also a sure way for your brand to gain exposure • Save name of video with keywords in the name if you can
    • 20. • Users rank sites with a thumbs up or thumbs down which influences frequency of serving up page • Only pages that were ranked positively are served to you based on your key words • Based on 500 topic areas
    • 21. • bookmarked pages offer link back to your site • Pages are ranked based on keyword relevance and # of times book-marked
    • 22. Social Media Press Releases • Will rank well in Search if keyword phrases are sprinkled throughout and not stuffed into story • Can use PR Web and other Press Release services • Rich media releases are filled with links, and other content that have even more impact
    • 23. Press Releases
    • 24. Weber Media Partners copyright 2010 24 The Golden Rules (of Social Media)  Community is a privilege, not property – you cannot control the community or stop the conversation. But you can learn from it.  Be helpful – social media is not a place for direct selling, it is a place to offer value  Be human – communicate like one  Be passionate – write content that matters to you, make it interesting, and you will gain a following
    • 25. Social Media Strategy  Monitoring – Listen and learn  Gap analysis / market need – Identify opportunities to use social media marketing  Content strategy – Develop a social media strategy to take advantage of these opportunities  Monitor and refine – what’s working? Weber Media Partners copyright 2010 25
    • 26. Weber Media Partners copyright 2010 26 Weber Media Partners Case  Commenting on Wall Street Journal articles drives traffic to blog  Blogging about industry books draws comments from authors, other experts in the industry  Status posts on LinkedIn draw interest from prospects and competitors  Tweets on media trends build thought leadership and create brand awareness
    • 27. Weber Media Partners copyright 2010 27 Presenter Info Catherine Weber, President Weber Media Partners Email cweber@webermediapartners.com Website webermediapartners.com Linkedin http://www.linkedin.com/in/catherinemweber