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SearchLove Boston 2018 - Lisa Schneider - How Our Social Voice Boosted Our SEO

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Many of us think of our SEO and social media teams as having very little that connect each other. But what if successful social media could improve our SEO efforts? This is exactly what Merriam-Webster — the 180-year-old dictionary — did. In her session, Lisa will be walking through how Merriam-Webster used social media to find an authentic, engaging voice and connect with data-driven trends across topics from politics to pop culture. Learn how the result was an ecosystem effect that also drove SEO ranking and CTR success.

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SearchLove Boston 2018 - Lisa Schneider - How Our Social Voice Boosted Our SEO

  1. 1. The Ecosystem Effect: How Our Social Voice Boosted Our SEO Lisa Schneider Chief Digital Officer & Publisher Merriam-Webster
  2. 2. How we got started
  3. 3. How we got started: Cognitive Dissonance
  4. 4. Our social presence
  5. 5. IRL
  6. 6. Yessssssssss!!!!!!!
  7. 7. Yessssssssss!!!!!!! Autocorrect has no idea of the power of teenage girls to change language.
  8. 8. Important Qs from 2nd Grade
  9. 9. Important Qs from 2nd Grade
  10. 10. Important Qs from 2nd Grade
  11. 11. Merriam-Webster Mission: • Propagate our irrational love of the English language
  12. 12. Merriam-Webster Mission: • Propagate our irrational love of the English language • Help people understand language better, so they can better understand and communicate with the world around them.
  13. 13. Our voice works because it’s not a marketing construct — it’s who we really are.
  14. 14. Ecosystem
  15. 15. Engagement Content: Our “On-Ramp”
  16. 16. Engagement Content
  17. 17. Ecosystem Content
  18. 18. The power of creative constraints.
  19. 19. Some of our constraints: • Rigorous criteria for defining • Use of data to connect with public discourse • Social & political objectivity: we stick to the words
  20. 20. NO
  21. 21. Candidate for entry must have: • Widespread use • Long-term use • Meaningful use • Organic use
  22. 22. We have been data driven for nearly 200 years.
  23. 23. More data online.
  24. 24. Top lookups: a (fairly) static list • Socialism • Fascism • Culture • Serendipity • Empathy • Integrity
  25. 25. Trending words: enter the top list for a few hours to a few days
  26. 26. Trending words: enter the top list for a few hours to a few days • Tells us that people care enough about language to turn to the dictionary when a word is used in a way that raises the question of meaning. #WordsMatter
  27. 27. Trending words: enter the top list for a few hours to a few days • Gives us a platform to engage with current events, while maintaining our objectivity: we are reporting lookup data, and answering users’ curiosity.
  28. 28. Trending words
  29. 29. Trending words
  30. 30. Ecosystem Rules Content
  31. 31. Our debate coverage was proclaimed a winner
  32. 32. Merriam-Webster has been covered by a wide variety of established media and new online-only media, appealing to thought leaders across every demographic.
  33. 33. Ecosystem Rules Content
  34. 34. Ecosystem Rules Content SEO WINS!
  35. 35. Social à SEO • All that press coverage gave us high-quality, organic, inbound links
  36. 36. Social à SEO • All that press coverage gave us high-quality, organic, inbound links • Users who love our voice, or read about us, are more likely to choose Merriam-Webster
  37. 37. The Ecosystem Effect: How Our Social Voice Boosted Our SEO Lisa Schneider Chief Digital Officer & Publisher Merriam-Webster

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