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AAF Flint Presentation May 2013

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AAF Flint Presentation May 2013

  1. 1. Social Media is SEO’s BFF15/16/13
  2. 2. 2
  3. 3. Sharing with you Today•  What is SEO and Social•  How Social effects SEO•  Why you need to Care•  How to Analyze your Social Results3
  4. 4. WHAT IS SEO AND SOCIAL4
  5. 5. Rented vs Owned5
  6. 6. HOW SOCIAL EFFECTS SEO6
  7. 7. Social media gives a little…•  Linking juice•  Keyword and topic discovery•  Fresh content•  Authority to your site•  Trust•  Helps Google understand your content•  Audience expansion7
  8. 8. SEO gives a little…•  Foundation to the entire experience•  Technical backbone to the site•  Power to all marketing efforts•  Metrics $$$•  Long term strategy insurance•  Relevance to social signals8
  9. 9. Sometimes it doesn’t workWhen big brand social strategy does nothelp geo – local search results9
  10. 10. Sometimes it works…Strategy•  Twitter = Prospective•  Facebook = Current•  LinkedIn = Alumni10
  11. 11. Insights•  Revamped course offerings based ononline discussions.•  We discovered that social media traffic ismade up of mostly returning visitors.Adjusted content for their needs.•  Social Media visitors are 600% more likelyto use mobile devices, so the clientcreated a mobile site•  Social visitors spent less time on the site.11
  12. 12. And More Insights•  Social media visitors are curious about aspecific subject, view a single page, andleave.•  Words in the natural language were usedin SEO and Paid search efforts increasingconversion rates.12
  13. 13. WHY YOU NEED TO CARE13
  14. 14. Matt Cutts: SEO predictions14
  15. 15. Summer updates15
  16. 16. HOW TO ANALYZE YOUR SOCIAL RESULTS16
  17. 17. Avinash’s Social Media POV“What matters iseverything thathappens AFTER youpost/tweet/participate!”17
  18. 18. 3 Ways to Analyze ResultsKeywordModelingTrendsIdentifyOpportunityGaps18
  19. 19. Keyword Modeling19
  20. 20. Identify Opportunity Gaps20
  21. 21. Follow Trends to take ActionGeographic DemographicDevicesAnalytics:socialtracking inGA21
  22. 22. Ahem…the metricsConversionRateAmplificationRateApplause RateEconomic Value•  # of Audience Comments/replies or posts•  # of retweets per tweet, # ofshares per post on FB andGoogle, # of share Clicks perpost or Video on Youtube•  # of favorite clicks per post•  Sum of short and long termrev and cost savings*http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/. 22
  23. 23. Key Takeaways•  Use SEO content in Social Mediaprograms.•  Social media is a rented space. You canonly control your web site. Invest in it!•  By analyzing your social data, you willstrengthen your entire marketing strategy.23
  24. 24. Got to have Tools•  Dashboard your social media efforts:Crowdbooster.com•  Measure your social media efforts:Truesocialmetrics.com•  Basics of SEO:Google Webmaster Academy•  SEMPO.org24
  25. 25. Thank you!Linda Girard, PresidentPure Visibility, Inc.@lgirardlgirard@purevisibility.com25

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