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Search & Social - Now You're Playing With Power

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From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: Making It Happen: Search & Social. PRESENTATION: Search & Social - Now You're Playing With Power - Given by Cynthia Johnson - Rank Lab, Director of Marketing and Social Media. #SMX #33C

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Search & Social - Now You're Playing With Power

  1. 1. SEARCH & SOCIAL NOW YOU'RE PLAYING WITH POWER { Cynthia Johnson, Director of Marketing at RankLab } & ranklab
  2. 2. LEVEL 1 THE 80/20 RULE Focus 80% of your time and energy on the 20% of your work that is really important.
  3. 3. DON'T RELY ON SOCIAL ALONE jg @ THIS IS WHY You do not own your social profiles Viral content fades quickly Even evergreen content will not remain relevant- timing plays a huge role The conversion model is flawed
  4. 4. RECENT EXAMPLES CHANGES Pinterest says goodbye to affiliate links Facebook decreases organic reach 8. limited promotional posts (3%-6% of fans reached on average) Tweets will appear in Google search results to add "rea| -time va| ue"
  5. 5. LEVEL 2 THERE IS NO INVISIBLE MODE Social Media has little to do with what you say about yourself, and everything to do with what people say aboutyou.
  6. 6. WHAT HAPPENS WHEN YOU AREN'T ON SOCIAL? SOCIAL FINDS YOU. ..SORT OF Anmt Optimum Performance Institute n (1 ***Facebook & Google Plus will create pages for you, your business’ address, phone number, etc. If you do not have a legitimate page.
  7. 7. REPUTATION MANAGEMENT AND MISSED OPPORTUNITIES We audited an affiliate art dealing website. They did @_ not have a Pinterest, yet the site had 75,000 unique K ,9 , . . . . , wqvfi. _ 3- visitors per month. These visitors converted at less *5; than 5% of other referral traffic. ‘; k:i~§%If"’* , jg’; Yelp, Google Plus & Facebook all auto creative pages from the web. All of these platforms allow for reviews. We have seen companies with several pages & several varying reviews on each.
  8. 8. WAYS TO AVOID THIS OR FIX IT Search for your business, find all additional and incorrect pages Ask Google to combine pages or remove inaccurate profiles Verify your Google Plus profile (be sure the Google map is is the right location) Create a local Facebook page with your company address and phone number Let Facebook know that the created page is a duplicate and have it removed
  9. 9. LEVEL 3 TWO PLAYER MODE SEO AND SOCIAL MEDIA SHIELD ONE ANOTHER FROM UNFORESEEN THREATS.
  10. 10. SOCIAL CONTENT SHOULD BE INFORMATIVE ESPECIALLY ON GOOGLE PLUS THEORY If we work to inform our audience in a genuine way on Google Plus with expert level content that links back to more relevant and expert level content, can we increase our rankings for the related keywords over time? EXPERIMENT We created 250-500 word blog posts with citations that could be attached to relevant content on the website. We tagged the people and references used in these content pieces within the content. We added "for mores information on this topic" to the end of each post with a relevant article from our site.
  11. 11. RESULTS ON GOOGLE PLUS ISO pG". I -. -low; FIm'. £m_m V L‘ ; .‘i-'1 II NIIINIII/ I This post had 2,801 views in the first 72 hours after it was posted It has been viewed over 8,500 times since it's initial posting This post has had 2,691 views in the past 90-days The content is still relevant and continues to be valued and viewed
  12. 12. RESULTS Turn 5 sum. r. r-ulu P=1iIIuri 4-10 l'u zmrn : :—; : I-A kn-1:-:1 T‘ The organic keyword profile has grew to over 1800 competitive organic search terms ranking in the Top 20 search results. In 10 months time we were Top 3 rankings for over 200 search phrases, and added over 700 phrases to Page—1 search results.
  13. 13. RESULTS Monthly Organic Traffic 16 plxels . 67 pixels 12 pixels mru mm: lull Mun lune-in mm: min km‘)! Dull Nov]! D«’Il In just 8 months, the SEO campaign has increased monthly organic visits by 5x. During this time, the site has held up against two major algorithmic updates from Google.
  14. 14. LEVEL 4 GAIN EXTRA LIVES SOCIAL MEDIA NOW PLAYS A HUGE ROLE IN GOOGLE'S DECISIONS REGARDING RECONSIDERATION REQUESTS
  15. 15. RECONSIDERATION REQUESTS AND SOCIAL MEDIA Your Social Media presence plays a role in reconsideration requests. Prove that you are a true authority and produce high quality content that is shared with your audience.
  16. 16. EVERYTHING ACTION IS LINKED TO PEOPLE AND CONTENT Validate your authority by engaging with people who have authority Share content spaces (Pinterest boards, Flipboard magazines. ..) Create lists and circles "" I-= ,'i"“i5a. . | Build communities and remain engaged in them J. ..‘ »t£t, ~- ‘fig’ 5 E
  17. 17. LEVEL 5 ALWAYS CHECK YOUR SCORE SEO AND SOCIAL MEDIA ARE BOTH CONSTANTLY EVOLVING, DON'T GET COMFORTABLE.
  18. 18. LET'S CON N ECT Cynthia Johnson Cynthia@rank| ab. com rank| ab. com +CynthiaJohnson @CynthiaL| VE

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