Social Media & SEO Get Traffic Now!! Tony Adam   February 25, 2009 YAHOO! CONFIDENTIAL
Overview <ul><li>Clearing up the rumors and myths </li></ul><ul><li>Social Media </li></ul><ul><ul><li>How to Approach Soc...
What Social Media Marketing is not. <ul><li>Social Media Marketing  is NOT just a project, it is a dedicated  Marketing Pr...
Let’s get some things straight about SEO!
Don’t put all your eggs in one basket, Diversify! <ul><li>Facebook and Twitter are great for Branding, not for large quant...
Social Media isn’t ONLY about Traffic! Visibility
What does the Visibility Translate into? <ul><li>Branding & Mindshare </li></ul><ul><li>Traffic </li></ul><ul><ul><li>Quic...
Resourceful Content
Newsworthy Content
Controversial Content
Humorous Content
Odd & Outrageous Content
It’s all about the Sales Pitch! <ul><li>A good  Title  and  Description  can Make or Break your Social Media Submission. <...
Which Social Media Site do I target for my audience
So what site should I target?! <ul><li>It’s all about your target audience </li></ul>
Buttons, Widgets, Upvotes, Ahhh!!
What are some good resources and tools? <ul><li>Ultimate resource for Social Media Buttons, Tools, etc. by 10e20:  http://...
Case Study: Think you don’t need Social Media?!
Who is ready for some SEO Hotness?!
Where does SEO start? It’s all in the Research! <ul><li>Keyword Research </li></ul><ul><ul><li>TARGET  keywords that  make...
Applying the research to your Content <ul><li>Title Tags </li></ul><ul><li>Meta Tags </li></ul><ul><li>Headings </li></ul>...
Title Tags, Meta Tags, Headings, ALT Tags
You’ve heard it before, Content Is King! <ul><li>Create  Fresh ,  Compelling ,   and  Resourceful  content that will bring...
Consistently Fresh User Generated Content
What kind of content? <ul><li>Blogs  and  User Generated Content  are important for both SEO and Social Media. </li></ul>
URL Structures are extremely important. <ul><li>Create a  Flat  URL structure that is  short  and  keyword rich. </li></ul>
Example URL Structures <ul><li>Yahoo! Games </li></ul><ul><ul><li>http://games.yahoo.com/ </li></ul></ul><ul><ul><li>http:...
Duplicate Content is Bad! <ul><li>One Piece of Content = One URL </li></ul>
Links can make you a King! <ul><li>Links  are the most important ranking factor. The key is ensuring you have  Keyword Ric...
Internal Linking
It’s a Popularity Contest people!! <ul><li>External Links  are like votes from other sites telling  Search Engines  your c...
Down the stretch we come! <ul><li>Create a Social Media Marketing Program for both Traffic and Visibility </li></ul><ul><l...
Resources: <ul><li>Message Boards and Forums: http://www.big-boards.com </li></ul><ul><li>Complete Web 2.0 Sites Directory...
THANK YOU! <ul><li>Tony Adam </li></ul><ul><li>Manager, Search Traffic Acquisition </li></ul><ul><li>Yahoo! Audience Marke...
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Yahoo: Social Media and SEO

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Yahoo Tony Adam from Yahoo shares how Yahoo uses social media to drive traffic as well as best practices. Presented at Gravity Summit UCLA

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Yahoo: Social Media and SEO

  1. Social Media & SEO Get Traffic Now!! Tony Adam February 25, 2009 YAHOO! CONFIDENTIAL
  2. Overview <ul><li>Clearing up the rumors and myths </li></ul><ul><li>Social Media </li></ul><ul><ul><li>How to Approach Social Media </li></ul></ul><ul><ul><li>What type of content does well in Social Media </li></ul></ul><ul><ul><li>What sites to target in Social Media and the tools/plugins </li></ul></ul><ul><li>SEO </li></ul><ul><ul><li>Research </li></ul></ul><ul><ul><li>Site Architecture </li></ul></ul><ul><ul><li>Content is King </li></ul></ul><ul><ul><li>Links can make you a King </li></ul></ul><ul><li>Wrapping it all up </li></ul>
  3. What Social Media Marketing is not. <ul><li>Social Media Marketing is NOT just a project, it is a dedicated Marketing Program. </li></ul>
  4. Let’s get some things straight about SEO!
  5. Don’t put all your eggs in one basket, Diversify! <ul><li>Facebook and Twitter are great for Branding, not for large quantities of traffic </li></ul><ul><li>Digg and Reddit are great for bursts of traffic, but not constant bursts of traffic like StumbleUpon </li></ul><ul><li>Focus on ALL FORMS of Social Media, not just Social Networks and Social News. </li></ul>
  6. Social Media isn’t ONLY about Traffic! Visibility
  7. What does the Visibility Translate into? <ul><li>Branding & Mindshare </li></ul><ul><li>Traffic </li></ul><ul><ul><li>Quick Bursts of Traffic over 24 hours </li></ul></ul><ul><li>Links </li></ul><ul><ul><li>Bloggers, Writers, Journalists look to Social Media for Resources </li></ul></ul><ul><ul><li>Articles are picked up and linked to. </li></ul></ul><ul><ul><li>Powerful Resources are consistently linked to within Article Content. </li></ul></ul>
  8. Resourceful Content
  9. Newsworthy Content
  10. Controversial Content
  11. Humorous Content
  12. Odd & Outrageous Content
  13. It’s all about the Sales Pitch! <ul><li>A good Title and Description can Make or Break your Social Media Submission. </li></ul><ul><li>See: http://www.seomoz.org/blog/how-a-good-title-and-description-can-make-or-break-your-social-media-submission </li></ul>
  14. Which Social Media Site do I target for my audience
  15. So what site should I target?! <ul><li>It’s all about your target audience </li></ul>
  16. Buttons, Widgets, Upvotes, Ahhh!!
  17. What are some good resources and tools? <ul><li>Ultimate resource for Social Media Buttons, Tools, etc. by 10e20: http://zi.ma/smbtr </li></ul><ul><li>StumbleUpon Toolbar: http://www.stumbleupon.com/download.php </li></ul><ul><li>Social Media Toolbar: http://www.97thfloor.com/social-media-for-firefox/ </li></ul><ul><li>Delicious Bookmarks: https://addons.mozilla.org/en-US/firefox/addon/3615 </li></ul>
  18. Case Study: Think you don’t need Social Media?!
  19. Who is ready for some SEO Hotness?!
  20. Where does SEO start? It’s all in the Research! <ul><li>Keyword Research </li></ul><ul><ul><li>TARGET keywords that make the most sense </li></ul></ul><ul><li>Competitive Research </li></ul><ul><ul><li>Look at competitors and what they are targeting. </li></ul></ul>
  21. Applying the research to your Content <ul><li>Title Tags </li></ul><ul><li>Meta Tags </li></ul><ul><li>Headings </li></ul><ul><li>URL structures </li></ul><ul><li>ALT Tags </li></ul>
  22. Title Tags, Meta Tags, Headings, ALT Tags
  23. You’ve heard it before, Content Is King! <ul><li>Create Fresh , Compelling , and Resourceful content that will bring people back for more! </li></ul>
  24. Consistently Fresh User Generated Content
  25. What kind of content? <ul><li>Blogs and User Generated Content are important for both SEO and Social Media. </li></ul>
  26. URL Structures are extremely important. <ul><li>Create a Flat URL structure that is short and keyword rich. </li></ul>
  27. Example URL Structures <ul><li>Yahoo! Games </li></ul><ul><ul><li>http://games.yahoo.com/ </li></ul></ul><ul><ul><li>http://games.yahoo.com/free-games </li></ul></ul><ul><ul><li>http://games.yahoo.com/arcade-games </li></ul></ul><ul><ul><li>http://games.yahoo.com/board-games </li></ul></ul><ul><ul><li>http://games.yahoo.com/card-games </li></ul></ul><ul><ul><li>…etc... </li></ul></ul>
  28. Duplicate Content is Bad! <ul><li>One Piece of Content = One URL </li></ul>
  29. Links can make you a King! <ul><li>Links are the most important ranking factor. The key is ensuring you have Keyword Rich Anchor Text. </li></ul>
  30. Internal Linking
  31. It’s a Popularity Contest people!! <ul><li>External Links are like votes from other sites telling Search Engines your content is Important. </li></ul>
  32. Down the stretch we come! <ul><li>Create a Social Media Marketing Program for both Traffic and Visibility </li></ul><ul><li>Gain an understanding of where your Audience lives and what they are looking for, for both Social Media and SEO </li></ul><ul><li>Don’t worry about competitors, but keep an eye on them. </li></ul><ul><li>Be sure to have a consistent and clean SEO Site Architecture (title tags, urls, etc.) and leverage keywords </li></ul><ul><li>Leverage Social Media for your SEO Efforts: </li></ul><ul><ul><li>Create compelling content and allow for UGC that does well on Social Media and drives links for SEO </li></ul></ul><ul><li>Win the popularity contest in SEO by getting the most votes through External Links from Authority sites. </li></ul>
  33. Resources: <ul><li>Message Boards and Forums: http://www.big-boards.com </li></ul><ul><li>Complete Web 2.0 Sites Directory: http://www.go2web20.net/ </li></ul><ul><li>SEOMoz Beginners Guide to SEO http://www.seomoz.org/article/beginners-guide-to-search-engine-optimization </li></ul><ul><li>SEO Toolbar by SEO Book: http://tools.seobook.com/seo-toolbar/ </li></ul><ul><li>SEO for Firefox by SEO Book: http://tools.seobook.com/firefox/seo-for-firefox.html </li></ul>
  34. THANK YOU! <ul><li>Tony Adam </li></ul><ul><li>Manager, Search Traffic Acquisition </li></ul><ul><li>Yahoo! Audience Marketing </li></ul><ul><li>[email_address] </li></ul><ul><li>http://tonyadam.com/blog </li></ul><ul><li>http://twitter.com/tonyadam (@tonyadam) </li></ul>

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