Increase your SEO through social media
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"Increase your SEO through social media" was presented at the Marine Dealer Conference & Expo (MDCE) 2015 in Orlando, Florida.
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Increase your SEO through social media
- 1. Increase your SEO through social Lauren de Vlaming, Dominion Marine Media
- 2. Hello. HELLO. Lauren de Vlaming Dominion Marine Media • Manage a global team that runs 24 social media properties for four marine brands • Proven success driving traffic to websites • Alabama alumna
- 3. Over time, Google will care more about identity and social reputation. — Matt Cutts, Head of webspam, Google “ “
- 4. Increase your SEO through social 1. What is social search? • History • Current applications 2. How to capitalize on it • Use social media • Use Google+ • Use tools informed by SEO • Audit existing strengths • Use relevant keywords
- 5. What is social search?
- 6. First, some background on SEO
- 10. Social and links have hit an equilibrium.“ “— Duane Forrester, Sr. Product Manager, Bing
- 15. How to capitalize on social search
- 16. Use social media
- 20. Google (and other search engines) index social posts as well as regular web pages.
- 21. Use Google+.
- 22. When it comes to improved search rankings, building an audience on Google+ might just be the smartest thing you can do as a content creator. “ “— Demian Farnworth, chief copywriter for Copyblogger Media
- 23. Implement the G+ badge.
- 25. Share your Google+ posts publicly.
- 26. Post regularly.
- 27. Stick with your strengths
- 28. Audit your existing strengths.
- 30. How to generate keywords and hashtags Use the Google Adwords Keywords Planner. If you advertise with Google, this is a great resource. Use other resources. •Keywordspy.com •Semrush.com •Keywordeye.co.uk Choose wisely. Focus on the few most popular and relevant terms. Enter races you can win by avoiding broad terms. For example, for Minnesota used Formula boats, “used boats” is too broad.
- 31. Identify target pages on your site
- 32. Create a keyword & linking cheat sheet. Use it. Target terms Hashtags Target URLs boats for sale, used boats for sale, used boats #boatsforsale #used boatsforsale #usedboats www.boattrader.com/used- boats-for-sale Used boat listings, preowned boat listings, used boats for sale #usedboatlistings #boats #used #usedboatsforsale www.boattrader.com/listings New boats for sale, boats for sale #newboats #newboatsfosale #yachtsforsale www.boattrader.com/new- boats-for-sale Norfolk yachts for sale, Norfolk yachts #yachtsforsaleNorfolk #yachts #Norfolk www.boattrader.com/yachts- Norfolk new boat reviews, video boat reviews #newboats #video www.boattrader.com/video- boat-reviews Boats for sale UK #boatsforsale #UK uk.boats.com Marine marketing #marine #marketing www.dominionmarinemedia. com
- 33. Include the terms, hashtags and URLs in your social posts
- 34. Use target keywords in your about sections.
- 37. Percent of consumers worldwide who trust recommendations from family and friends more than any other form of advertising. — Nielson research 92%
- 38. Use social share buttons.
- 41. Tailor your share copy.
- 43. Lauren de Vlaming Sr. Engagement Manager Dominion Marine Media
Editor's Notes
- SEO has always had a lot to do with the relevancy and authority search engines assign to your website. But recently, things have changed a bit. More and more, search engines have started to incorporate social context (or social signals) into their search results. Today we’re diving into what role social context is playing in SEO, and how we can adjust our social strategies to match the changing character of search.
- The old SEO strategy centered around link building, which meant that you got as many websites as possible to link back to your main site. This might have meant uploading entries to places like Wikipedia, Yelp, or for some companies even paying SEO companies to generate web links for them. Link building, historically, has always been about social proofing — it was simply achieved in a different way.
- Links were like “votes” for your website; the more you got, the higher you would appear in search rankings. Because of this, SEO companies started building links manually and manufacturing websites that Google would view as the “best votes.” You can imagine, if you don’t already know, what started happening on the web. Sometimes less relevant sites started to appear higher in search because they were well-linked. People figured out how Google worked and they took advantage of it.
- Google has started to devalue linking with regard to its former relevance, and even Duane Forrester, the Bing product manager is telling us the same rings true for other search engines.
- Google has started penalizing websites with “fake votes” and has turned to social media channels to measure “votes” to your website, because social media is a lot harder to manipulate.
- For example, social signals can improve your first page of search engine results. This whole first section of Google results is our main site. Followed by our Facebook page and another couple of website pages. You can’t see this but the next listing is our Twitter account. What’s happening is that we’re leveraging the power of properties we have control of (website and social platforms) instead of letting third-party review sites, over which we have no control, dictate what our online presence looks like.
- 0 In social search, content that has a social connection to your business prioritized. This could mean someone your business is linked to via Facebook, Twitter, or any other major social network. Content could be anything from your site: Boat listings Any news articles your store or staff have been featured in Articles about community service you participate in Testimonials you feature on the site It could be a page about your great service center! 1 Another way that social search can work is that it can prioritize content that has been shared by social media influencers, even if those experts aren’t directly tied to you. So if someone who doesn’t necessarily even follow you on Facebook or Twitter but has a large following shares your content, Google will value that content more than similar content that isn’t socially connected. (When we talk about content, we mean any link from your site: Boat listings, blog posts, anything.) Sometimes people who run a dealership with a smaller scope can get frustrated because they say things like, “I’ll never have 5,000 followers on social media.” But according to social search, you don’t have to. You just need to post great content that the followers you do have will share. (That being said, the more followers you have, the better chance there is someone will share things, but it’s not exactly a popularity contest.) 400x130=52,000 2 One of the key takeaways from the actions of Google, Bing, and Facebook is that we need to start seeing our search engine optimization strategy and our social media strategy as utterly intertwined.
- You’re probably already using social media for a number of reasons — customer service, engagement, brand awareness. Maybe even driving leads or traffic to your website. But it’s actually an incredible way to boost your SEO as well.
- 0 So if Google is now measuring websites’ “pulse rate” based on their social media channels, how do we look alive? Social signals include: how often we share content on social channels (we’ll talk more about this later) how many fans/followers we have whether or not our website has social sharing elements. The health of our social media presence is the new “link building” metric we should focus on. and If Google can’t find a pulse rate, guess what it’s going to think about your business?
- Use relevant keywords. Make a list of the keywords for which you want to rank highly. These might be things like “used boats Syracuse” or “Cinncinati Bayliner” Does the content you share on social media and your blog cover those keywords? Zero in on one or two of your most desirable keywords or phrases and start finding ways to make content under those keywords more shareable.
- The reason social is such a natural extension of search is that it adds both relevancy and authority. This stat is from Nielsen research and it’s actually up from 74% in 2007. As recommendations from peers become more prominent online, the influence they have will weigh more and more heavily into your sales. For this reason, it’s wise to start thinking of your business’ fans as extensions of your marketing team (especially if you don’t have one!). Another way to think about this is “Crowdsourcing” your link building. When we push content out through our social channels, we have a whole team of fans who can take that content and share it to their followers