Successfully reported this slideshow.

SEO & Social Media: A Match Made in Heaven

3

Share

1 of 92
1 of 92

SEO & Social Media: A Match Made in Heaven

3

Share

Download to read offline

SEO and Social Media share a common denominator: relationships. Understanding how to harness the complementary disciplines of SEO and Social Media to find, build, and curate relationships allows you to amplify your marketing campaigns and connect directly with your audience to accomplish your business goals.

SEO and Social Media share a common denominator: relationships. Understanding how to harness the complementary disciplines of SEO and Social Media to find, build, and curate relationships allows you to amplify your marketing campaigns and connect directly with your audience to accomplish your business goals.

More Related Content

Related Books

Free with a 14 day trial from Scribd

See all

SEO & Social Media: A Match Made in Heaven

  1. 1. SEO & Social Media A Match Made in Heaven Brett Snyder Owner, Knucklepuck @BrettASnyder
  2. 2. Brett Snyder Owner, Knucklepuck • Integrated digital marketing • Be Where Your Audience Is! • Twitter: @BrettASnyder @BrettASnyder #stateofsearch
  3. 3. Brett Snyder Career agency marketer @BrettASnyder #stateofsearch
  4. 4. Brett Snyder Lover of sports & outdoor activities @BrettASnyder #stateofsearch
  5. 5. Brett Snyder Recently married with a 8-month “fur baby” @BrettASnyder #stateofsearch
  6. 6. What Makes a Great Marriage? • Communication • Commitment • Cooperation • Creativity • Courtship @BrettASnyder #stateofsearch
  7. 7. Relationship Modeling • Foundation of all major search engines • Crowdsourcing authority via our relationships • Goal: Anticipate user intent @BrettASnyder #stateofsearch
  8. 8. Integrated Marketing • Identifying who your audience is and where they are online • Connecting with your audience to build lasting relationships • Putting the “social” in “social media” @BrettASnyder #stateofsearch
  9. 9. Understanding Social Media “Social media is not a strategy, it’s a channel where your content plays out” ~Marty Weintraub, @aimclear @_seandolan @BrettASnyder #stateofsearch
  10. 10. Social Networks @BrettASnyder #stateofsearch
  11. 11. Social Networks @BrettASnyder #stateofsearch
  12. 12. Social Networks @BrettASnyder #stateofsearch
  13. 13. Social Networks @BrettASnyder #stateofsearch
  14. 14. Social Networks @BrettASnyder #stateofsearch
  15. 15. Social Networks @BrettASnyder #stateofsearch
  16. 16. Understanding Social Media • Opt-in Content Network • Collection of Prequalified Interests • Dialogue > Monologue • Converging Media @BrettASnyder #stateofsearch
  17. 17. Social Media for SEOs “It’s not the actual social activity that matters, but what happens as a result of that activity.” ~AJ Kohn, @ajkohn @BrettASnyder http://bit.ly/1vldHvb #stateofsearch
  18. 18. “Social sows the seeds of solid SEO” ~ Guy who loves tacky, alliterative statements @BrettASnyder #stateofsearch
  19. 19. Social Ranking Factors @BrettASnyder #stateofsearch
  20. 20. Social Ranking Factors @BrettASnyder http://bit.ly/1lNlr5j #stateofsearch
  21. 21. Social Ranking Factors @BrettASnyder http://bit.ly/1lNlr5j #stateofsearch
  22. 22. “Correlation is not causation but it sure is a hint” ~ Edmund Tufte @BrettASnyder #stateofsearch
  23. 23. Ice Cream Causes Drowning?!? 10 8 6 4 2 0 0 2 4 6 8 10 Amount of Ice Cream Eaten Number of Drowning Deaths @BrettASnyder #stateofsearch
  24. 24. But…Why Not? • Search engines use quality signals, not “ranking factors” • Matt Cutts : “So because we're sampling an imperfect web, we have to worry a lot about identity when identity is already hard.” • Extremely easy to manipulate @BrettASnyder #stateofsearch
  25. 25. http://bit.ly/BambooChalupaSocialRankingFactors @BrettASnyder #stateofsearch
  26. 26. Organic rankings are based on trust & authority @BrettASnyder #stateofsearch
  27. 27. Social Media helps curate trust & authority @BrettASnyder #stateofsearch
  28. 28. Social Media helps curate trust & authority @BrettASnyder #stateofsearch
  29. 29. Step One: Find Them @BrettASnyder #stateofsearch
  30. 30. KnowEm.com @BrettASnyder #stateofsearch
  31. 31. WeFollow.com @BrettASnyder #stateofsearch
  32. 32. Followerwonk @BrettASnyder #stateofsearch
  33. 33. Followerwonk @BrettASnyder #stateofsearch
  34. 34. Followerwonk @BrettASnyder #stateofsearch
  35. 35. Followerwonk @BrettASnyder #stateofsearch
  36. 36. Twitter Lists • Curate authoritative sources around your particular niche • Learn what type of content your audience is most interested in sharing @BrettASnyder #stateofsearch
  37. 37. Highlight Key Influencers @BrettASnyder #stateofsearch
  38. 38. Segment Geographically @BrettASnyder #stateofsearch
  39. 39. Wishlist • Maximum 10 people on this list • Goal: Follow back • Goal: Access to DM @BrettASnyder #stateofsearch
  40. 40. Search Twitter Lists @BrettASnyder #stateofsearch
  41. 41. Search Twitter Lists @BrettASnyder #stateofsearch
  42. 42. Competitor Lists @BrettASnyder #stateofsearch
  43. 43. If This Then That @BrettASnyder #stateofsearch
  44. 44. If This Then That @BrettASnyder #stateofsearch
  45. 45. If This Then That @BrettASnyder #stateofsearch
  46. 46. If This Then That • Monitor Reddit for Content • Gather PR Opportunities • Keep Track of Twitter Hashtags • Monitor Journalists on Quora • Monitor Social Chatter @DanaForman, SEER Interactive @BrettASnyder http://bit.ly/1vl8zaB #stateofsearch
  47. 47. Other Free Ways to Discover Influencers • BuzzSumo • LinkedIn Shared Connections • SocialRank.com Market Intelligence • Google+ Ripples • SimplyMeasured • Twellow • CircleCount @BrettASnyder #stateofsearch
  48. 48. Step Two: Win Them Over @BrettASnyder #stateofsearch
  49. 49. What Makes a Great Marriage? • Communication • Commitment • Cooperation • Creativity • Courtship @BrettASnyder #stateofsearch
  50. 50. What Makes a Great Marriage? • Communication • Commitment • Cooperation • Creativity • Courtship @BrettASnyder #stateofsearch
  51. 51. Principles of Social Courtship @BrettASnyder #stateofsearch
  52. 52. 6 Degrees of Kevin Bacon According to a study by Facebook, users average 3.74 degrees of separation @BrettASnyder http://bbc.in/1kjHy33 #stateofsearch
  53. 53. Facebook Graph Search • “Find more of what you’re looking for through your friends and connections” • Discover second- and third-tier connections that already exist @BrettASnyder #stateofsearch
  54. 54. Marketers Who Live in Dallas @BrettASnyder #stateofsearch
  55. 55. Marketers Who Live in Dallas @BrettASnyder #stateofsearch
  56. 56. Who Attended Villanova and Work at Google @BrettASnyder #stateofsearch
  57. 57. Who Work as Journalists in Washington, D.C. @BrettASnyder #stateofsearch
  58. 58. Who Work as Journalists in Washington, D.C. @BrettASnyder #stateofsearch
  59. 59. Shared Connections with your Business • Groups • Pages Liked • Shared Interests • Demographics • Locations @BrettASnyder http://bit.ly/UzpQMD #stateofsearch
  60. 60. Tweriod @BrettASnyder #stateofsearch
  61. 61. Tweriod @BrettASnyder #stateofsearch
  62. 62. Tweriod @BrettASnyder #stateofsearch
  63. 63. http://500px.com/ @BrettASnyder #stateofsearch
  64. 64. http://500px.com/popular @BrettASnyder #stateofsearch
  65. 65. http://500px.com/joshnorem @BrettASnyder #stateofsearch
  66. 66. http://500px.com/joshnorem @BrettASnyder #stateofsearch
  67. 67. http://500px.com/joshnorem @BrettASnyder #stateofsearch
  68. 68. https://www.facebook.com/TheFurrtographer @BrettASnyder #stateofsearch
  69. 69. https://www.facebook.com/TheFurrtographer Learn what key influencers are doing to engage with the community to establish common interests @BrettASnyder #stateofsearch
  70. 70. Tying Social Back to SEO @BrettASnyder #stateofsearch
  71. 71. Place the Emphasis on Your Website • Create content assets that live on your website • Social should drive the conversation, website should drive the story @BrettASnyder #stateofsearch
  72. 72. Social Branding @BrettASnyder #stateofsearch
  73. 73. Branding • Social media represents your online reputation • Consider social media just as you would customer service: a means to communicate with customers @BrettASnyder #stateofsearch http://bit.ly/ZXVrnG
  74. 74. Branding @BrettASnyder #stateofsearch
  75. 75. Branding @BrettASnyder #stateofsearch
  76. 76. Branding @BrettASnyder #stateofsearch
  77. 77. Branding @BrettASnyder #stateofsearch
  78. 78. Content Distribution @BrettASnyder http://selnd.com/1xgNnBO #stateofsearch
  79. 79. Generate Content Ideas @BrettASnyder #stateofsearch
  80. 80. Generate Content Ideas @BrettASnyder #stateofsearch
  81. 81. Generate Content Ideas @BrettASnyder #stateofsearch
  82. 82. Generate Content Ideas @BrettASnyder #stateofsearch
  83. 83. Generate Content Ideas @BrettASnyder #stateofsearch
  84. 84. Generate Content Ideas @BrettASnyder #stateofsearch
  85. 85. Paid Amplification @BrettASnyder #stateofsearch
  86. 86. Final Thoughts @BrettASnyder #stateofsearch
  87. 87. Good marketing is all about your relationships @BrettASnyder #stateofsearch
  88. 88. Your return is relative to your investment @BrettASnyder #stateofsearch
  89. 89. It does get easier, I promise! @BrettASnyder #stateofsearch
  90. 90. Think like a marketer, act like a human being @BrettASnyder #stateofsearch
  91. 91. Thank You! TO LEARN MORE OR FOR ANY QUESTIONS: Brett Snyder Owner, Knucklepuck brett@knucklepuckmedia.com @BrettASnyder @BrettASnyder #stateofsearch
  92. 92. Additional Image Credits • Relationship Modeling – https://en.wikipedia.org/wiki/PageRank • Integrated Marketing – http://answerhub.com/article/5-best-practices-of-online- communities/ • Understanding Social Media – https://www.flickr.com/photos/james__clayton/5957786486 • Identity – http://apocalypse-how.com/2014/05/22/apocalypse-how-identity-crisis/ • 6 Degrees of Kevin Bacon – http://readingeagle.com/life/article/six-degress-of- kevin-bacon-a-game-changer#.U9gItYBdVj4 • Storytelling – https://www.flickr.com/photos/hikingartist/14134388517/ @BrettASnyder #stateofsearch

Editor's Notes

  • These are the same principles that drive good marketing. Core concepts that form the foundation for good relationships are shared among SEO and Social Media strategies

    To be a good marketer, you need to be good at relationship-building over and over and over again…and this is where SEO and Social Media intersect. Trying to make someone fall in love with your brand over and over again
  • Strings not Things – Refers to how Google is beginning to interpret the web more for what it MEANS than what it SAYS. Semantics are key.
  • SEO is an amalgam of strategies
  • Converging Media: Paid-Earned-Owned
  • Let’s address the elephant in the room straightaway
  • Confounding Variable – extraneous variable that correlates with both an independent and dependent variable.
  • Don’t get me wrong, they would LOVE to use social signals. They just can’t with a high enough degree of confidence to build an algorithmic solution
  • Therefore, our goal is to curate trust & authority. We do this by identifying where trust or authority might be established on the web and ensure we have a presence in those communities. And that starts with…
  • Telling a business owner that being where your audience is will help the business grow is like telling a professional athlete that training will make them better. There’s no arguing w/ the sentiment but it doesn’t provide any information to actually accomplish that.
  • There is nothing overly advanced about what we’re about to look at. We’re going to focus on social networks that I’m certain everyone is already participating in. DEFINE WHO “THEM” ARE
  • These are the same principles that drive good marketing.
  • These are the same principles that drive good marketing.
  • Based on this, you are theoretically able to connect with anyone on Facebook in less than 4 emails. This study was done in 2011. In 2011 there were 845M total Facebook users…as of June 2014 there are 829M daily active users and 1.32B monthly active users.
  • Launched in January 2013. Filter based on any number of searches. As with anything social media, the value of these tactics gets stronger w/ the strength of your network
  • Engage when your audience is most engaged
  • Engage when your audience is most engaged
  • Engage when your audience is most engaged
  • ×