Social Media Optimization & E-Reputation Management - IAB Atelier February 8,...
If Content is King, What is Queen
1. Call In Numbers
US- 1(800) 406-7408
Global- 1(303) 223-2681
*You Will Need To Dial in for
Audio
@DR_MyCommerce
2. SEO Optimization: IF CONTENT IS
KING, WHAT IS QUEEN?
Mike McAnally @mmcanally
@DR_MyCommerce
3. Agenda
Don’t forget the King
Go Mobile
Build Social Authority
Earn Reviews
Benefits
@DR_MyCommerce
4. The Pyramid
SEO Basics
are still King
• Crawling
• Keywords
• Content
• Links
5. The future of mobile is the
future of everything
• Your wallet
• Your car keys
• Your house keys
• Your communication
• Your social life
• Your Identity
@DR_MyCommerce
8. Mobile Design for SEO
Responsive
Web Design
• One URL
• One Content
• One Code / CSS
• Multiple Devices
9. Mobile Design for SEO
Mobile Sites
(m.site.com)
• Maximize Site Speed
• Optimize for Phone
devices
• Mobile CSS
• Meta Viewport Tag
• Apple Icon
• Mobile Redirection
• No Flash content
@DR_MyCommerce
10. Mobile Design for SEO
Mobile Sites
• Deliver content
different &
shorter than
main site
• M site first –
Apps later
• Enable Social
Functionality
11. Mobile Commerce
M-Commerce
• Forrester: Mobile
Commerce to Quadruple
to $31 Billion in Next 5
Years
• Keep shoppers on a one-
way track to your cart
• Streamline the checkout
process
13. Facebook
is the
dominant
network
but there
are others
14. Social Penetration
• Global
Average of
users is 50%
or higher
• 13 Countries
have over
50%
penetration
@DR_MyCommerce
15. Social Global Challenge
If it works in one market, it will work in all
markets…
• Different markets contain pose
unique challenges:
• Different cultural nuances
• Different dialects
• Multiple languages
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16. Social Language & Culture
• True Social engagement can
mean near real time responses
• Translated responses are
most likely public
• Understand the mindset of the
user
• Motive behind
tweet, post, comment, like, etc.
@DR_MyCommerce
20. Social / SEO Links -
Increase quantity
and quality
• Links you create
• Links you ask for
and earn
20
21. Social Link Building
Links you can create
• Social Networks
• Bookmarking sites and
Directories
• Digital Assets
22. Social Networks
Interact with your Fans
• Gain Likes
• Encourage Shares & Comments
• Link in and out
• Use Features Specific to each
network such as tabs; video, ads
• Don’t ignore the international
networks
22
23. Micro blogging Networks
Sales need not apply
• Be a business expert in your field
• Provide excellent (public) CS
• Solicit job openings and engage
seekers
• Use Images and videos to tell
your story
• Create your own #Hashtag(s)
23
24. Business Networks
Become a Thought Leader
• Join the RIGHT groups related to
your business
• Participate in the group
• Connect with members of that
group
• Share your and your company‟s
knowledge
24
25. The 800 lb. Gorilla
“One that is
dominating or
uncontrollable
because of great
power that ignores a
problem when
everyone knows it's
there, but pretends
everything is OK.”
25
30. Google+1
+1 Recommend
• +1 Helps discover relevant content
• Content recommended by friends
is considered more relevant
• When a +1 button is added Google
assumes this page has trust
• +1 Buttons are considered shares
@DR_MyCommerce
31. Google+ Tips
Become a Thought Leader
• CLAIM YOUR PAGE
• Add a +1 button to your sites
• Define and add to your circles
@DR_MyCommerce
32. Social Bookmarking Sites
Promote your Site
• Built in recommendation engine at
the click of a button
• High quality links
• Comments and Ratings from users
@DR_MyCommerce
33. Video Sites
Video‟s are powerful for SEO
• Upload your videos to other networks
besides YouTube
• Keep them short < 2 minutes (Tout)
• Use custom URLs and optimize with
keywords
• Subscribe to a transcription service
• Create a Video sitemap
@DR_MyCommerce
34. Image Sites
Pictures are worth a thousand
shares
• Images convey a powerful message
about your brand
• Upload to image sites (optimize for
SEO)
• Create or participate in a forum
• Engageconversations
@DR_MyCommerce
35. Infographics
Images on Steroids!
• Infographics are appealing and
easy to digest
• Infographics take a complex
process and break them down
• Infographics are linked to, liked
& shared on Social Media
35
36. Other Social Content
Content you already have
• Webinars
• Whitepaper‟s PDF‟s
• PowerPoint Presentations
• eBooks
36
37. Social Link Building
Links you ask for & earn
• Guest Blogging
• Online PR
• Reviews & Lists
• Crowd sourcing
@DR_MyCommerce
39. Online PR
The SEO, Social & PR Marriage
• Stick to high end distribution services
• Write for the journalist, the search
engines, the customer, the prospect and
the social media news networks.
• Optimize for SEO via keywords and links
(don’t get spammy)
@DR_MyCommerce
41. Site Referral reviews
• User Generated Reviews
• Downloads
• Links back to site from high
authority sites
• Keyword density
@DR_MyCommerce
42. On Site Reviews
• Customers featured directly
in the purchase path
• Reviews help drive sales
• Reviews help companies
improve it‟s products
• Creates new content on Site
@DR_MyCommerce
43. List Reviews
• Review sites compare
products and offer
options to buy or review
• Matrix highlights product
features in comparison
• Often used by Affiliates
@DR_MyCommerce
44. Reviews of all Kinds
Engage your
Customers and ASK
them to review you
• Ask for reviews
• Bad Reviews are OK!
@DR_MyCommerce
46. Social Link Building – Avoid!
Red Flags to avoid the >>
• Don‟t Link to Farms
• Link Dilution
• Focus on one domain (WWW)
• Prune Links to low quality sites
• Low Quality Syndication Networks
• Comments and Forum links
47. Content is
King….
Social
Content is
Queen…
and they are
Married
51. Social Authority
• Engage on Social
Networks
• Build Social Content
• Share content and build
links
• Create a Buzz about your
brand, products and
services
@DR_MyCommerce
52. The Wallpaper Effect
Search Engine
Reputation
Management (SERM)
• Direct links from Social
Profiles index to 1st page
• Not all profile links are
followed but data shows
added value
52
53. Takeaway‟s
• “Mobilize” your site for your growing Mobile
focused audience
• Drive Links and Authority by engaging your
customers Socially
• EARN reviews on your site and referral sites
• “Socialize” your site through sharing, creating &
disseminating social content
@DR_MyCommerce
54. Helpful Links
Tool Link
Optimized Mobile Sites https://developers.google.com/webmasters/smartphone-sites/
Responsive Web Design http://www.dotcominfoway.com/blog/responsive-web-design-
infographic
Top Social Networks http://www.ebizmba.com/articles/social-networking-websites
Social Back links http://www.opensiteexplorer.org/
SearchMetrics for Social http://suite.searchmetrics.com/en/essentials
Social Bookmarking sites http://en.wikipedia.org/wiki/List_of_social_bookmarking_websites
SlideShare http://www.slideshare.net
Tout http://www.tout.com/
Review Aggregator http://www.bazaarvoice.com/
@DR_MyCommerce
55. The Queen is Authority
Build your
Web
Presence
through
Social SEO
@DR_MyCommerce
Following up on the previous presentation – You need to get the basics down before moving on to the more advanced.
Your mobile device will touch every part of your life: it will be your wallet, your identity, your car keys, house keys, communication, social life and far more. All of these technologies already exist, but they will become more pervasive and engrained in everyday society in just a few short years.
Mobile is growing at an astonishing rate. The number of Mobile Internet in between 2009 and 20015 is predicted to increase by 237% while desktop user growth will increase at a more modest 14%.AND read “whats next” stat
Accoring to Morgan Stanley the number of mobile users will pass the number of desktop users in later 2013.
What does this mean for SEO? Ultimately where SEO needs to move. Responsive Web Design is considered a Industry best practice and is recommended by Google. It creates One URL, One set of Content, One Code / CSS and delivers uniformed HTML across all devices.
In the absence of Responsive Web design. You will need to optimize your current site or ‘M’ site forSpeed – Slow loading mobile sites are going to cause bounce rates, as a lot of users will still be on 3GAlso, use mobile tagging to render the correct content for each device.
Deliver content different & shorter than main site – Mobile sites need to convert and move the user to a CTA sooner than a standard siteM site first – Apps later – Don’t use a bad mobile experience to promote an app. Apps are limited to their audience, a good mobile site will lead to app adoption
Deliver content different & shorter than main site – Mobile sites need to convert and move the user to a CTA sooner than a standard siteM site first – Apps later – Don’t use a bad mobile experience to promote an app. Apps are limited to their audience, a good mobile site will lead to app adoption
In Interactive marketing we have begun to see The transition from Search Engine Marketing to Social Media Marketing.No longer can you just push information out to your customers. Customers now expect you to engage with them to make you earn their business and rust.
1) This applies across all marketing tactics (not just social media), but its sound advice worth repeating. Just because something works here, doesn’t mean it’ll work “over there”. You have - Different markets - different cultural mindsets - different languages - different circumstancesYou may find that what works here does in fact “work there”. Case in point – Coke. 2) If you’re not from Eastern Europe, don’t pretend you are. Be transparent about where you’re from.3) If you’ve ever spent extended time overseas, you know that you’ll generally be forgiven if you can’t speak the language fluently if you have a clear understanding of the culture. It’s still best to have an optimized translation management solution, but to not have one and strut in like John Wayne, now that’s a cardinal sin.
Same deal as time zones: Common sense prevailsFollow the same rules you do in managing your global marketsFor tactics where you have the time, take the time and spend the money to do your translations properly. For times when a near immediate response is required, get it right if you can, but you’re honestly better off responding in English (and apologizing for it) than you are in getting your translation wrong. For service and support issues, many who cannot speak English can read and write it.Practice transparency and disclosure. If you don’t have the ability to properly support a particular language, be upfront about the fact that you either a) “don’t” or b) will require additional time for proper translation.
Remember the Facebook “like button” example for Germany? If your business has a physical presence in Germany, you have to comply. If you just have a German language site, it’s a little different. You may not have to comply, but there may be user expectation that you are consistent with German law.We live in a great country, but free speech is not a universal right around the world. Remember that you can run into government censorship quite easily.
When it comes to Social. The search engines are looking at your overall site authority in conjunction with your site. The main areas we are looking at is Social Link building, overall authority and Social Content creation.
In Interactive marketing we have begun to see The transition from Search Engine Marketing to Social Media Marketing.No longer can you just push information out to your customers. Customers now expect you to engage with them to make you earn their business and rust.
Social Networks – Creating profiles on the major networks. Sometimes referred to as Social Power Linking this includes claiming your profile, optimizing the URL and loading it with your informaiton. Directories – Submitting your site to various bookmarking sites and directories like Reddit, StumbleUpon, digg, etc. Digital Assets – Creating accounts on the major image, video and sharing sites.
Google recognizes the hash tag but does not index it. It treats it just like keyword optimization in the meta data.
Just after you join a new group you should do the following:Introduce yourselfFigure out the key players/most active members;Read what others are posting;Comment on their posts
When your brand becomes a verb, then you know that you’re the 800 lb gorilla.
Prior to hitting 66.9 percent in October (up from 66.7 percent in September), Google’s previous record was 66.8 percent, which it hit in both June and July of this year. In October 2011, Google’s search market share was at 65.4 percent.
Google Plus Becomes World's No. 2 Social Network After Facebook, Knocking Off TwitterAccording to a new report from Global Web Index, Google Plus boasted 343 million active users in Q4 2012, a 27 percent jump from the year prior to make it second among all social platforms in terms of active usage. Even better for Google, YouTube, which had not previously been tracked as a social network, was the world’s No. 3 social network with about 300 million active users.
Google+ forces out paid competitive ads and gives a ton of real estate to Google+ users
Google+ eliminates Instant search.
Content recommended by friends and acquaintances is often more relevant than content from strangers. For example, a movie review from an expert is useful, but a movie review from a friend who shares your tastes can be even better. Because of this, +1's from friends and contacts can be a useful signal to Google when determining the relevance of your page to a user’s query. This is just one of many signals Google may use to determine a page’s relevance and ranking, and we’re constantly tweaking and improving our algorithm to improve overall search quality. For +1's, as with any new ranking signal, we are starting carefully and learning how those signals affect search quality.
Content recommended by friends and acquaintances is often more relevant than content from strangers. For example, a movie review from an expert is useful, but a movie review from a friend who shares your tastes can be even better. Because of this, +1's from friends and contacts can be a useful signal to Google when determining the relevance of your page to a user’s query. This is just one of many signals Google may use to determine a page’s relevance and ranking, and we’re constantly tweaking and improving our algorithm to improve overall search quality. For +1's, as with any new ranking signal, we are starting carefully and learning how those signals affect search quality.
Ensure that all Plato videos are on top video sites (Vimeo, Daily Motion, Metacafe, Veoh, etc.)Set up channels or accounts on top Video sites with a custom URL similar to www.youtube.com/user/Plato-learning Post videos speeches, commercials, trade shows, candid’s and product related videosBuild up subscriber bases and participate in conversations.
Google image search. How does it reflect your brand?Upload all images from events, meetings, stores, charitable events, etc.Google, Flickr, Picasa, PhotoBucket, Yahoo, etc.Label all images with keyword phrases (Plato)Create profiles & themes (optimize link with name flickr.com/Plato-Learning)Create & Join relevant groupsParticipate in conversations on public threadsAdvertise new products
Images are appealing and easy to digestInfographics take complex process and break them downInfographics are highly shared on Social Media
Some things that you can do on SlideShareUpload presentations publicly or privatelyDownload presentations on any topic and reuse or remixEmbed on blogs, websites, company intranetsShare on Twitter, Facebook, LinkedInZipcast: free, no download, 1 click web meetingsLeadshare: generate business leads with your presentations, documents, pdfs, videosSlidecast: sync mp3 audio with slides to create a webinarEmbed YouTube videos inside SlideShare presentations
Guest blogging – For example. Ask to blog about your specialty on an industry specific blog. Blogs need content and they love guest writers. Lists – In every industry there are best of, top 10 and various lists you can be on. They can sometimes have placement fees but often are free.
Ask for Guest blogs on industry sites.
PR is pretty, social media is fun, and SEO is tricky. That was then and this is now. Today the PR, social media, and SEO departments need to merge, converge, and work in tandem for optimal online results and ROI.Stick to higher end distribution services that issue the press releases over a true newswire such as Marketwire, PRWeb, PRnewswire, BusinessWire, e-Releases and social PR hybrid services such as PitchEngine.
According to Reevoo stats 50 or more reviews equate to a 4.6% increase in conversion rates.
According to Reevoo stats 50 or more reviews equate to a 4.6% increase in conversion rates.
According to Reevoo stats 50 or more reviews equate to a 4.6% increase in conversion rates.
According to Reevoo stats 50 or more reviews equate to a 4.6% increase in conversion rates.
Average or bad reviews are OK. No service no matter how great has all glowing reviews. Too many 5 star reviews will not only seem fishy to your customers but may draw the attention of the review sites as being a review spammer.
Crowdsourcing – enlisting your customers, followers and fans to help you innovate and improve – has made it easier than ever to create better marketing and customer service. Case Study20% off one day coupon code60% redeemed Image averaged 20 sharesCollected 1K images for Facebook, Pinterest and Image sites
The Major search engines are focusing on creating the best possible user experience, which means sites that offer relevant information stand to gain visibility. Investing in original, quality content creation is essential to SEO success in the current search climate.
Google image search. How does it reflect your brand?Upload all images from events, meetings, stores, charitable events, etc.Google, Flickr, Picasa, PhotoBucket, Yahoo, etc.Label all images with keyword phrases (Plato)Create profiles & themes (optimize link with name flickr.com/Plato-Learning)Create & Join relevant groupsParticipate in conversations on public threadsAdvertise new products
The Search engines are increasingly looking not only at your site but your overall presence. By using tips from this session you can build your brand mentions, links, shares, likes and many other ‘social signals’ that will help push you to the top of search rankings.
Google+ forces out paid competitive ads
Wallpaper effect
“Mobilize” your site for your growing Mobile focused audience“Localize” your site, earn citations and reviews“Socialize” your site through sharing & creating social contentEngage your customers Socially – Build out and USE your profiles.Integrate your PR with online social efforts
The Search engines are increasingly looking not only at your site but your overall presence on the web. In today’s session we are going to work on tips to build authority that will help push you to the top of search rankings and drive more organic traffic.
