Acxiom Interactive Marketing Summit-Cross Channel Enterprise-level SEO


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Cross-Channel Enterprise-Level SEO on Search Engine, Social Media & Mobile Andreas Ramos, Director of Search Strategy, Acxiom

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  • For the last ten years, SEO has been keywords and meta-tags to rank high in the search engines. But this is changing. There have been more changes in the last six months than the last six years.
  • Facebook made social media the new web. Social is engagement, collaboration, one-to-one, sharing. How do you measure engagement? What are the social signals?
  • Facebook is not an audience of 650 million people. Facebook is 200-300 million small groups. How do you find the groups that matter?
  • Google Video and Youtube started 2005. Google bought Youtube Oct. 2006. April 2009, it delivered 99% of videos at Google. Youtube is a separate business at Google. No Google branding at Youtube. Youtube discovered how to identify social signals.
  • 28% of searches at Google are for video. Youtube is the #2 search engine. Youtube slowly discovered how videos are shared. For example, “acceleration” is the increase in the rate of sharing. A video starts off, gains speed, and suddenly zooms up the charts. Youtube also began to measure sentiment. What is the mood of the comments?
  • When you sign up for a Youtube channel (your account), they ask you your demographic information. Age, city, company, and type of videos (education, finance, music, etc.) This helps them to cluster you into groups. Videos can be offered to others in your group. Google learned from Youtube. Google began to make changes to Google Search to make it more social. Youtube shows more video than the next three combined (FB, Bing, Yahoo, 50m each) So you engage. You find the communities, you get to know people, and you participate.
  • This past Wednesday, Google released PlusOne. This is the Like button for Google. You can like a search result.
  • You can like an ad. When you like an ad, your friends see you liked it.
  • Google ties together your various identities: Facebook, Twitter, LinkedIn, etc.
  • Old SEO is not enough anymore. Google is moving towards social interaction as the criteria for ranking A site can have perfect meta-tags and keywords, But If it has low traffic, If it has low social interaction, It will rank low in Google. So you have to engage. Find the communities, get to know people, and participate.
  • The web used to be a large collection of web pages. The web is becoming a space for social interaction. Facebook continues to grow. Facebook looks at how much interaction you get with your audience. If you just post, but nobody comments or likes, then your postings won’t go far. If you get lots of interaction, then Facebook will show your postings to more people. So you have to engage. Find the communities, get to know people, and participate.
  • Bing News has a Twitter feed. If you’re showing up in the news, you should also see how you show up in Twitter.
  • In November, LinkedIn added Company Pages. Use this. Professional people use LinkedIn, so you’ll find employees. You cut out the expensive recruiter fees. You can join groups. You participate in conversations. You can follow experts.
  • If you don’t get Twitter, don’t worry. We’re writing a one-page FAQ to enlighten you. You can’t just post your press releases to Twitter. Nobody will read them. There are no meta-tags. The Hash tags are chaotic and poorly used. You have to get your postings retweeted. So you have engage. Find the communities, get to know people, and participate. They will retweet your postings and talk about your company.
  • How do you show up in mobile devices? Many of the location tools are social: Yelp, FourSquare, Loopt. So you engage. Find the communities, get to know people, participate.
  • For the last six years, it was easy. SEO in Google. These tools all now interact. People go back and forth. The Facebook social signals affect your rank in Google. Your activity in Twitter affects your visibility in Youtube.
  • So, where are we in 2011? We moving beyond search engines. We’re moving beyond the web as a collection of pages. You can’t just post your content. SEO is now Social Engagement Optimization.
  • Acxiom Interactive Marketing Summit-Cross Channel Enterprise-level SEO

    1. 1. Acxiom Interactive Marketing Summit 2011 <ul><li>April 4, 2011 </li></ul><ul><li>San Francisco, California </li></ul> facebook twitter linkedin youtube Twitter : #AcxiomSummit
    2. 2. Cross-Channel Enterprise-Level SEO on Search Engine, Social Media & Mobile <ul><li>Andreas Ramos </li></ul><ul><li>Director of Search Strategy, Acxiom </li></ul> facebook twitter linkedin youtube Twitter : #AcxiomSummit
    3. 3. Search Engine Optimization
    4. 4. S ocial E ngagement O ptimization
    5. 5. Social Media Is Engagement Casinos iPad 2 Video Camera Kate Middleton Japan Credit Cards Cell Phone
    6. 6. Google’s Experience with Video vs.
    7. 7. YouTube’s Social Signals <ul><li>Number of views </li></ul><ul><li>Acceleration (how quickly the views grows) </li></ul><ul><li>Number of Likes/Dislikes </li></ul><ul><li>Number and sentiment of comments </li></ul>
    8. 8. YouTube’s Social Signals (continued) <ul><li>Votes (likes versus dislikes) </li></ul><ul><li>How many responses to the video? </li></ul><ul><li>Do people favorite the video? </li></ul><ul><li>Do people add the video to playlists? </li></ul><ul><li>Do people share the video? </li></ul><ul><li>Is the video match its target audience? </li></ul><ul><li>Is the channel an authority? </li></ul><ul><li>How many subscribe to the channel? </li></ul><ul><li>How many links point to the video? </li></ul>
    9. 9. Google’s Like Button <ul><li>Google adds interactivity </li></ul><ul><ul><li>If you like a search result, you can mark it </li></ul></ul><ul><ul><li>People in your Gmail contact list will see the markup </li></ul></ul><ul><ul><li>Add a button to your Web pages </li></ul></ul>
    10. 10. Google’s Like Button for Ads <ul><li>If you like a Google ad, you can mark it </li></ul>
    11. 11. Google’s Social Connectivity
    12. 12. <ul><li>Broadcast doesn’t work </li></ul><ul><ul><li>One-to-many </li></ul></ul><ul><ul><li>Marketing messaging </li></ul></ul><ul><li>Get involved in one-to-one conversations </li></ul><ul><ul><li>A few loyal customers produce most of the revenues </li></ul></ul><ul><ul><li>Find conversations </li></ul></ul><ul><ul><li>Find what is broken so you can fix it </li></ul></ul><ul><ul><li>Identify the key members </li></ul></ul><ul><ul><li>Build loyal relationships </li></ul></ul><ul><ul><li>PR: Personal relations </li></ul></ul>Interaction Is Community
    13. 13. SEO for <ul><li>Facebook’s pages </li></ul><ul><ul><li>Profile page </li></ul></ul><ul><ul><li>Community pages </li></ul></ul><ul><ul><li>Official page </li></ul></ul>
    14. 14. SEO for <ul><li>Bing and Facebook </li></ul><ul><li>Bing and Twitter </li></ul>
    15. 15. SEO for <ul><li>Company pages </li></ul><ul><ul><li>Overview </li></ul></ul><ul><ul><li>Jobs </li></ul></ul><ul><ul><li>Products and services </li></ul></ul><ul><ul><li>Staff on LinkedIn </li></ul></ul>
    16. 16. SEO for <ul><li>It’s not enough to just post </li></ul><ul><li>PR posts are ignored </li></ul><ul><li>You engage in conversations </li></ul><ul><li>People repost your tweets </li></ul><ul><li>People talk about you </li></ul>
    17. 17. SEO for Mobile
    18. 18. Cross Channel
    19. 19. S ocial E ngagement O ptimization in 2011 <ul><li>Moving beyond search engines </li></ul><ul><li>Build a loyal audience </li></ul><ul><li>YouTube, Google, Facebook, Yahoo!, Bing, LinkedIn, Twitter, mobile </li></ul>
    20. 20. Contact Us <ul><li>John Dent Managing Director – Western Region 650-372-2224 </li></ul><ul><li>Andreas Ramos Director Search Strategy [email_address] 650-483-5040 </li></ul><ul><li>Michael Wynne Senior Media Strategist [email_address] 917-510-8338 </li></ul>
    21. 21. Thank You. Twitter : #AcxiomSummit