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Deriving SEO Advantage from Social Media By Chris Silver Smith

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From the SMX East Conference in New York City,Oct 24-26, 2017. SESSION: SEO & Social: A Match Made In Marketing Heaven. PRESENTATION: Deriving SEO Advantage from Social Media - Given by Chris Silver-Smith, @si1lvery - Argent Media, CEO. #SMX #23A

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Deriving SEO Advantage from Social Media By Chris Silver Smith

  1. 1. #SMX #23A @ArgentMedia Presented by Chris Silver Smith, CEO of Argent Media TWITTER FACEBOOK INSTAGRAM GOOGLE YOUTUBE PINTEREST LINKEDIN Deriving SEO Advantage from Social Media
  2. 2. #SMX #23A @ArgentMedia Presented by Chris Silver Smith, CEO of Argent Media TWITTER FACEBOOK INSTAGRAM GOOGLE YOUTUBE PINTEREST LINKEDIN Deriving SEO Advantage from Social Media
  3. 3. #SMX #23A @ArgentMedia Chris Silver Smith Ø Past: SEO at Verizon, 1997 – 2017 Ø SEO Strategist at Netconcepts (now Covario), and KeyRelevance Ø Argent Media Founder - search marketing agency providing SEO, Online Reputation Management, and Social Media Ø Columnist at Search Engine Land & Marketing Land Ø Expert Witness in: Daniel Hegglin v. Google, Inc., PODS Enterprises, Inc. v. U-Haul Int’l Inc., Academy of Motion Picture Arts & Sciences (The Academy Awards) v. Godaddy.com, Inc.
  4. 4. #SMX #23A @ArgentMedia Research – Top Worldwide Brands – Facebook 28 out of 50 of the world’s top brands have their Facebook page appearing on page one of Google search results.* * Based on research compiled by Digitalis - https://www.digitalisreputation.co.uk/
  5. 5. #SMX #23A @ArgentMedia Research: Top Worldwide Brands - Twitter 30 out of 50 of the world’s top brands appearing on page one of Google search results. * Based on research compiled by Digitalis - https://www.digitalisreputation.co.uk/
  6. 6. #SMX #23A @ArgentMedia John Smith Twitter: @JohnSmith JohnSmith.com #SMX #23A @ArgentMedia How Does Google Rank Social Media Profiles + Content?
  7. 7. #SMX #23A @ArgentMedia Google does not factor-in proprietary social media signals #SMX #23A @ArgentMedia But, they could…
  8. 8. #SMX #23A @ArgentMedia Example: Twitter – Internal Link Network @JohnSmith F O L L O W E R S F O L L O W I N G L I K E S twitter.com/robots.txt Mentions do link to your profile page. A few RTs & Likes are linked fromTweets
  9. 9. #SMX #23A @ArgentMedia Twitter: Things That Directly Affect The Link Graph • Mentions – link to profile pages • Retweets – link to originalTweet & profiles, also return links (9) • Likes – link toTweet & profiles, sometimes also return links (9) • Tweets – indexable content; links are no-followed, redirected. • Lists – links to profile pages (only 1st 20 in list) • Links to Profiles &Tweets – and embedding tweets • #Hashtags – hashtag links are followed, pages indexed
  10. 10. #SMX #23A @ArgentMedia Twitter: Things That Only Indirectly Affect The Link Graph • Followers – more followers = more visibility, engagement, etc • Following – following others enables you to interact with content • Geographic Location – geo pages not indexed, but increases exposure
  11. 11. #SMX #23A @ArgentMedia Facebook – Examples of Internal Network Links Directories of People, Pages, and PlacesPages liked by pages = linksShared posts link back to original post + profile
  12. 12. #SMX #23A @ArgentMedia Facebook – “Likes” for your page = internal links to your page
  13. 13. #SMX #23A @ArgentMedia Facebook – Are Links To External Pages Valuable? Pages’ About section links can pass PageRank!Links in Posts are not nofollowed, but are 302 redirected. 😞
  14. 14. #SMX #23A @ArgentMedia Embedded YouTube videos receive ranking boost from both Twitter and Facebook #SMX #23A @ArgentMedia Enable embedding for search optimization ofYouTube videos!
  15. 15. #SMX #23A @ArgentMedia Deriving Search Advantage from Twitter: • Twitter Profiles – optimize for your profile to rank in Google * For brand visibility in SERPs * For proactive online reputation value (insurance) • Tweets – optimize forTweets to appear for keyword searches • Videos – optimize to help your videos rank better • For Nebulous/TheoreticalValue – Google may use more data later
  16. 16. #SMX #23A @ArgentMedia Deriving Search Advantage from Facebook: • Facebook Page – optimize for your page to rank in Google • Facebook Posts – optimize for your posts to appear in SERPs * For brand visibility in SERPs * For proactive online reputation value (insurance) * For augmenting ranking ability of your website • Videos – optimize to help your videos rank better • For Nebulous/TheoreticalValue – Google may use more data later
  17. 17. #SMX #23A @ArgentMedia Tips: • Handles / Profile URLs – should closely exact-match your name Ø Handle is Unavailable/Too-Long? Test variations in Google. • Don’t forget to link social accounts from your website! • Link / embed importantTweets from blog posts, webpages. • Verification may help. But, my research indicates not required!
  18. 18. #SMX #23A @ArgentMedia Tips: Want Tweets embedded in Google? • Verification not required. • Increase frequency ofTweets, and improve engagement!
  19. 19. #SMX #23A @ArgentMedia Tips: Increase Engagement ( = Optimizing Within Network ) • Add “Lucky Charms” to status updates! (Emojicons, Symbols) • Use popular #hashtags! • Also, use branded #hashtags!
  20. 20. #SMX #23A @ArgentMedia Tip: Pinned Tweets • By default, Google only caches the first 20Tweets on your infinite-scrolling profile page. Pinning aTweet adds one more onto the page for indexing.
  21. 21. #SMX #23A @ArgentMedia Embedding Tweets Helps Get Them Indexed
  22. 22. #SMX #23A @ArgentMedia Paying to optimize Social Media updates for search? • Twitter Ads – increases exposure / engagement • Paid Likes / RTs – cheaper and increases exposure / engagement
  23. 23. #SMX #23A @ArgentMedia See Also: HowTo Review / Moderate Comments On Facebook BEFOREThey Are Posted Twitter SEO: Ninja tricks for reputation repair http://agsearchblog.com/how-to-review-moderate-comments-on-facebook-before-they-are-posted/ https://searchengineland.com/twitter-seo-ninja-tricks-reputation-repair-280267 HowTo UseTwitter Cards For Branding & Local SEO https://searchengineland.com/use-twitter-cards-for-branding-local-seo-166388 Blast OpenThe DoorsVia Facebook’s Open Graph For Local SEO https://searchengineland.com/facebooks-open-graph-for-local-seo-52098
  24. 24. #SMX #23A @ArgentMedia SEE YOU AT THE NEXT #SMX! Argent Media http://argentmedia.com Chris Silver Smith argentum@verizon.net Twitter: @si1very @argentmedia http://argentmedia.com argentum@verizon.net THANK YOU!

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