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Search and Social Content Strategy, Pubcon Austin 2015

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Finding the right mix of content that works for social as well as SEO is a delicate balance. On one hand, keyword-heavy copy does not lend itself entirely to "click bait" and "share bait" on social networks. This session will look at strategies, options, tools, and specific tactics you can pursue for making your content attractive for social sites as well as search engines.

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Search and Social Content Strategy, Pubcon Austin 2015

  1. 1. 2015 PubCon – Austin Search and Social Content Strategy
  2. 2. 2015 PubCon– Search and Social Content Strategy About Me • Senior SEO Strategist, Globe Runner • Founder, DFWSEM Association • Brand Ambassador, Majestic.com • Personal Blog: www.BillHartzer.com • Practicing Organic/Natural SEO since 1996 • Twitter ID: @bhartzer
  3. 3. 2015 Pubcon – Search and Social Content Strategy Overview • History of Social Signals • Google Vocal about Social • Setting Up Social Profiles • Sharing content properly • Social Signals’ SEO research, studies • Social Signals’ Future • Case Study
  4. 4. 2015 Pubcon – Search and Social Content Strategy History of Social Signals and SEO • Real-Time Search Launched December 2009 http://www.searchenginejournal.com/google-launches-latest-results-realtime-search/15290/ • Google, Circa 2009 • July 2011, Twitter Firehose ended. • Feb 2015, new Twitter/Google agreement.
  5. 5. 2015 PubCon – Search and Social Content Strategy History of Social Signals and SEO Google’s goal in 2009: to strive to bring us “the freshest, most comprehensive and relevant search results over an ever expanding universe of content on the multitude of devices” we “use to access it.”
  6. 6. 2015 PubCon – Search and Social Content Strategy Google Vocal on Social Signals Matt Cutts at SES San Fran 2012 Keynote: “Google has a 10 year plan for relying on social factors as a part of the algorithm… In the short term, Google is still relying on links as an important ranking factor.” Question: Are social signals a ranking factor? “They have to have access to the data. Some sites are blocked, Facebook, etc.. If they can’t crawl, then they won’t have the data.”
  7. 7. 2015 PubCon – Search and Social Content Strategy What Can You Do Now? • Set up social profiles • Contribute, update regularly • Share content • Add friends/followers • Be active! Every single day…
  8. 8. 2015 PubCon – Search and Social Content Strategy Setting Up Facebook Pages • Set up Business Page (Facebook.com/bhartzer) • Google crawls biz pages, not personal accounts • Promote Facebook posts, even for $5
  9. 9. 2015 PubCon – Search and Social Content Strategy Pubcon Austin 2015 Post • Wrote a post last week about Pubcon Austin • Posted on blog, promoted on social • Facebook sponsored post • Twitter, Google+, LinkedIn, Ello • Result? It got indexed quickly
  10. 10. 2015 PubCon – Search and Social Content Strategy Setting Up Social Accounts • Don’t follow more than following you • Post on your blog? Share the full URL, not a shortened URL. • Tweeting URL helps get it crawled quickly.
  11. 11. 2015 Pubcon – Search and Social Content Strategy LinkedIn • Full personal profile with good photo. • Share your blog posts, articles, updates. • “Like” contacts’ updates, they get emailed. • Put URL in comment = “do follow” link!
  12. 12. 2015 PubCon – Search and Social Content Strategy Setting Up Google+ • Google+ Local biz (page), verify listing, used for Publishership • Google+ Personal Account, used for Authorship • Google Publishership: Important for home page, content pages
  13. 13. 2015 PubCon – Search and Social Content Strategy Optimize Profile on Google Plus • Fill Out Entire Profile, Every Field • Summary with Facts • Add relevant keywords • Get local – add location • Add anchor text links!
  14. 14. 2015 PubCon – Search and Social Content Strategy Optimize Profile on Google Plus • Write Great Content, share Great Content • Manage Your Contacts, Put in Circles • Join Niche Specific Communities • Pay Attention to Your Ripples • Create a Visually-Rich Experience • Use Google+ Hangouts • Display Your Google Plus Badge on Your Site
  15. 15. 2015 PubCon – Search and Social Content Strategy Watch, Use Google+ Ripples • Watch hot posts, network with influencers based on Ripples
  16. 16. 2015 Pubcon – Search and Social Content Strategy Adding Followers on Google+ • Search for Circles “Keyword Circle” or “SEO Circle”. • Find others who shared their circles • Add people all at once, move later to other circle
  17. 17. 2015 Pubcon – Search and Social Content Strategy Promoting Social on Your Own Site • Include Social Icons in Key Places • Show actual number of +1s, Tweets, etc. • +1 buttons, Tweet, LinkedIn, Facebook Like Button • WordPress? Social Media Counter Plugin(s)
  18. 18. 2015 PubCon – Search and Social Content Strategy Promoting Posts on Social Media Sites • Post on site, get ready to promote immediately • Write alternate titles, headlines, summaries • Each social share gets unique title, headline, summary 33 Speakers I Want to Meet at Pubcon Austin 33 People I Want to See at Pubcon Austin 33 To See at Pubcon Austin
  19. 19. 2015 Pubcon – Search and Social Content Strategy Promoting Posts on Social Media Sites • Network with others to help promote: - bloggers write alt post, summary post, links to you - promote both summary posts and main post
  20. 20. 2015 Pubcon – Search and Social Content Strategy Promoting Posts on Social Media Sites • Promoting posts must happen quickly: within 2 hours • Building momentum with social shares is key
  21. 21. 2015 PubCon – Search and Social Content Strategy So, What Now? Matt Cutts said “Facebook and Twitter Pages Are Treated Like Any Other Web Page On the Internet”. http://bit.ly/social-signals-pages Think of social pages, shares, and profiles as web pages. • Get links from those pages. • How to get good links? Network socially with influencers. • When you interact with influencers: Their profile links to your profile, could pass PageRank.
  22. 22. 2015 Pubcon – Search and Social Content Strategy Future Social Signals for SEO? • Building up a following counts more • History of writing, authoring, sharing good content. • Your content shared by influencers counts more
  23. 23. 2015 PubCon – Search and Social Content Strategy We Know +1s, Tweets, Likes Don’t Count • Technically, we know they don’t count. • Does it matter, really? No. Keep sharing!Studies and research: Does Facebook activity impact SEO? http://bit.ly/1E9BTCX Measuring Google Plus Impact on Search Rankings http://bit.ly/1CIM2F4
  24. 24. 2015 Pubcon – Search and Social Content Strategy Case Study: Matt Cutts Joins Globe Runner • GlobeRunner.com 2015 April Fool’s Prank
  25. 25. 2015 PubCon – Search and Social Content Strategy We Even Made the News that Weekend
  26. 26. 2015 PubCon – Search and Social Content Strategy Not Everyone Was Impressed, Though
  27. 27. 2015 Pubcon – Search and Social Content Strategy Black Hat SEOs Talked on their Forums • Most were divided. Some though it was a good PR stunt.
  28. 28. 2015 Pubcon – Search and Social Content Strategy Our Japanese Friends Were Horrified
  29. 29. 2015 PubCon – Search and Social Content Strategy Jill Had the Best Comments, though
  30. 30. 2015 Pubcon – Search and Social Content Strategy But What Overall Traffic, Rankings?
  31. 31. 2015 Pubcon – Search and Social Content Strategy Traffic to the Post?
  32. 32. 2015 PubCon – Search and Social Content Strategy Impressions, Clicks According to GWT
  33. 33. 2015 Pubcon – Search and Social Content Strategy Overall Rankings, Too Early to Tell, But…
  34. 34. 2015 Pubcon – Search and Social Content Strategy Contact Me Bill Hartzer Senior SEO Strategist Globe Runner SEO Email: Bill@GlobeRunner.com Mobile: (214) 236-4378 Office: (972) 538-0260 Web: https://globerunner.com Blog: https://www.billhartzer.com Twitter: @bhartzer Facebook: http://www.facebook.com/bhartzer

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