Tapping Into The SEO Goldmine - The Customer Network


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Did you know your customers are your secret weapon for SEO? Join BusinessOnLine, and featured guest, Lithium Technologies, for an engaging discussion about the value delivered by online communities and the role they play in search engine optimization.

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Tapping Into The SEO Goldmine - The Customer Network

  1. 1. Tapping Into the SEO Goldmine –The Customer NetworkMarch 2010 Lithium Confidential 1
  2. 2. Tapping Into the SEO Goldmine – The Customer Network Speakers: Ray "Catfish" Comstock BusinessOnLine Phil Soffer Lithium Technologies Lithium Confidential 2
  3. 3. AboutLithium Technologies Lithium Confidential 3
  4. 4. Lithium Social CRM: Driving Real ROI Accelerate Innovation 300% increase in beta Innovate program participation. Reduce Costs Your Customers Increase Sales $3MM saved from 300K calls deflected annually Support Promote 66% increase in customer purchases. Powering the Customer Network Lithium Confidential 4
  5. 5. AboutBusinessOnLine 5
  6. 6. Ray "Catfish" ComstockSenior Search Strategist,BusinessOnLineOverview • About BusinessOnLine • Convergence of Social Media and SEO • Online Social Community BenefitsHow Communities Affect SEO • Content • Links • Real Time Search 6
  7. 7. About BusinessOnLine Founded: 1996 Certifications • Google Adwords Certified Company • Yahoo! Search Marketing Certified Ambassadors Headquarters: • MSN Certified AdCenter San Diego, California Professionals • HFI Certified Usability Analyst • Omniture Certified Professional BusinessOnLine is a performance-driven online Selected as one of marketing agency focused exclusively on search engine Magazine’s and internet marketing strategies. Top Interactive Agencies for 2008, 2009 & 2010 7
  8. 8. Performance-Driven Online Marketing+ 372% Organic Traffic in Google +53% Monthly Returning Visitors Web+ 293% Organic Traffic Overall Development +74% US Site Conversions+ 75% Total Page Views +122% Overall Site Conversions User Social Media Experience Web Analytics Online SEO/SEM Strategy +178% Total Traffic +38% in Material Sales +113% Organic SEO Traffic +11% in Avg. Dollar Sales +23% traffic from organic search results +75% Online Renewals 8
  9. 9. Social Media & SEO Convergence• Social Media has been creating content/links since the first forum• Blogs are a huge force in the world of SEO• Yelp reviews get pulled into Yahoo local search• Universal search integrates social media components• YouTube is now the worlds second largest search engine• Google real time search 9
  10. 10. Online Community BenefitsSEO – Allows you to rank higher fortarget keyword phrases.• User Generated Content• Authoritative Links• Real Time Search Opportunities 10
  11. 11. Audience Poll1Are you currently operating an OnlineCommunity? 11
  12. 12. How Online CommunitiesAffect SEO 12
  13. 13. How Online Communities Affect SEO1 Content2 Links3 Real Time Search 13
  14. 14. Content StrategyUser generatedcontent (UGC) can begenerated throughsocial media in anumber of ways:• Forums• Blog Commenting• Reviews• Videos 14
  15. 15. Content StrategyUGC tends to be keyword focused and istypically effective at targeting the “long tail”which occurs naturally in onlineconversation. 15
  16. 16. Content StrategyCommunity platforms,such as Lithium allow foruser generated content tobe created in an SEOfriendly manner. 16
  17. 17. Content TacticsBe an activeparticipant in yourcommunity. 17
  18. 18. Content TacticsEnsure that yourcommunity’sinformationarchitecture iskeyword focused. 18
  19. 19. Content TacticsOptimize toplevel categorypages by hand(Page Titles &Meta Data). 19
  20. 20. Content Exampleshttp://forums.logitech.com/ http://forums.t-mobile.comPages Index in Google: 83K + Page Indexed in Google: 121K + 20
  21. 21. Links 21
  22. 22. Link StrategyA Link is a Vote, take advantage of your:• Internal Links• External Links 22
  23. 23. Internal Link StrategySocial Media is effective at creating keywordfocused internal links:• Communities provide thousands of new opportunities for you to internally link social media content to relevant content within your site• Communities allow users to internally link content for you• Tags allow users to create keyword focused links 23
  24. 24. External Link StrategySocial Media is veryeffective at generatingexternal links thatinfluence SEO.• Many links are generated as a result of increased visibility through Social Media (Community Engagement, Blogging, Video, etc)• Some links are generated by asking for them through Social Media channels (Lithium Community, Twitter, Blogging, FaceBook, etc)• Some links are generated as a result of your community being an authoritative hub of information about your relevant subject matter 24
  25. 25. Link TacticsLink text (or alt text) should be keyword focused, especially on homepagelogo links. 25
  26. 26. Link TacticsA right hand column menu for“Most Popular Products” is apotential mechanism. 26
  27. 27. Links Example Barnes & Noble http://www.barnesandnoble.com/bookclubs/ Links include: Forbes Best of the Web http://www.forbes.com/bow/b2c/category.jhtml?id =230 Austin Public Library http://www.austinlibrary.com/referral.cfm Friends of Rutgers http://english.rutgers.edu/alumni/newsletter/spring _summer_05/beyondtheclassroom.html Eagle Valley Library District http://evld.org/br.resources.cfm Townsend University http://tiger.towson.edu/users/plige1/istc653/bookcl ubs.htm 27
  28. 28. Real Time Search 28
  29. 29. Audience Poll2How many of you have integrated Twitterwith your Online Community? 29
  30. 30. Real Time Search StrategyGoogle now incorporates realtime search results:• Twitter• Facebook• MySpace• FriendFeed• Jaiku• Identi.ca• Yahoo Answers• News Articles• More 30
  31. 31. Real Time Search Tactics• Encourage users to use Twitter• Show users genuine value in subscribing to your Twitter feed• Announce blog posts through Twitter• Create keyword focused hash tags• Time Sensitive, Twitter-only coupons and discounts• Attribution analytics 31
  32. 32. Real Time Search ExamplesT-mobileLithium Twitterintegrationencourages usersto tweet. 32
  33. 33. Phil Soffer – VP, Product Marketing Summary Q&A Lithium Confidential 33
  34. 34. Lithium Platform: Lots of Keyword Opportunities Conversations contribute keywords for SEO User generated tagging, kudos, and labels expand keyword attribution SEO friendly mark-up and hand-optimized category pages Lithium Confidential 34
  35. 35. Extensive Linking Opportunities Tribal Knowledge Base: Authoritative hub linked internally and externally URLs optimized for SEOhttp://supportforums.blackberry.com/t5/Your-Stories/bd-p/YourStories Users link community content Lithium Confidential 35
  36. 36. Enhancing Real-Time Search Twitter Integration increases volume of Tweets with your content Active community links in multiple social networks Lithium Confidential 36
  37. 37. Q&ASpeakers: Ray "Catfish" Comstock BusinessOnLine Phil Soffer Lithium Technologies Lithium Confidential 37
  38. 38. Next Steps Complimentary SEO Performance Labs • Discuss different SEO tactics with a subject matter expert that can help achieve your marketing objectives Lithosphere Community http://lithosphere.lithium.com/ • Check tomorrow for more Q&A posted from today’s webcast Lithium Confidential 38
  39. 39. Thank You!BusinessOnLine SEO Blog: More Questions? http://www.businessol.com/seo-blog Contact Candyce Covington P 619.699.0767 x242Follow Catfish On Twitter: Candyce.covington@businessol.com http://twitter.com/BOLSearch Lithium Confidential 39