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Search and Social Media Content Strategy - PubCon Las Vegas 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/or "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 Media Content Strategy - PubCon Las Vegas 2015

  1. 1. Pubcon Las Vegas 2015 Search and Social Content Strategy
  2. 2. 2015 Search and Social – About Me About Me • Senior SEO Strategist, Globe Runner • Brand Ambassador, Majestic.com • Personal Blog: www.BillHartzer.com • Practicing Organic/Natural SEO since 1996
  3. 3. 2015 Search and Social - Overview 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 Search and Social – History of Social Signals and SEO 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.
  5. 5. 2015 Search and Social – History of Social Signals and SEO 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 Search and Social – Google Vocal on Social Signals 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 Search and Social – What can we do now? 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 Search and Social – Setting Up Social Accounts Setting Up Facebook Pages • Set up Business Page (Facebook.com/bhartzer) • Engines crawl biz pages, not personal accounts • Promote Facebook posts, even for $5
  9. 9. 2015 Search and Social – Setting Up Social Accounts, Posting Pubcon Las Vegas 2015 Post • Wrote a post last week about Pubcon Las Vegas • Posted on blog, promoted on social • Facebook sponsored post • Twitter, Google+, LinkedIn, etc. Results? It got indexed quickly Shares, engagement Visibility for Me
  10. 10. 2015 Search and Social – Setting Up Social Accounts Setting Up Social Accounts • Don’t follow more than following you • Post on your blog? Share full URL, not a shortened. • Tweeting URL helps get it crawled quickly.
  11. 11. 2015 Search and Social – Setting Up Social Accounts 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 Search and Social – Setting Up Social Accounts Setting Up Google+ • Google+ Local biz (page), verify listing • Google+ Personal Account, used for Authorship • (Don’t remove your authorship code just yet!) • Posting Regularly: Important to keep fresh, get URLs indexed quickly, jumpstart engagement
  13. 13. 2015 Search and Social – Setting Up Social Accounts 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 Search and Social – Setting Up Social Accounts Optimize Profile on Google Plus • Write Great Content, share Great Content • Manage Your Contacts, Put in Circles • Join Niche Specific Communities • Pay Attention to Post Activity • Create a Visually-Rich Experience • Use Google+ Hangouts • Display Your Google Plus Badge on Your Site
  15. 15. 2015 Search and Social – Promoting Social On Your Site 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)
  16. 16. 2015 Search and Social – Promoting Posts on Social 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 86 Speakers I Want to Meet at Pubcon Las Vegas 86 People I Want to See at Pubcon Las Vegas 86 To See at Pubcon Las Vegas
  17. 17. 2015 Search and Social – Promoting Posts on Social 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
  18. 18. 2015 Search and Social – Promoting Posts on Social Promoting Posts on Social Media Sites • Promoting posts must happen quickly: within 2 hours • Building momentum with social shares is key
  19. 19. 2015 Search and Social – Future: What now? So, What Now? Matt Cutts, long ago, 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.
  20. 20. 2015 Search and Social – Future: What Now? 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
  21. 21. 2015 Search and Social – Future: What now? 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
  22. 22. 2015 Search and Social – Case Study Case Study: Matt Cutts Joins Globe Runner • GlobeRunner.com 2015 April Fool’s Prank
  23. 23. 2015 Search and Social – Case Study We Even Made the News that Weekend
  24. 24. 2015 Search and Social – Case Study Not Everyone Was Impressed, Though
  25. 25. 2015 Search and Social – Case Study Black Hat SEOs Talked on their Forums • Most were divided. Some though it was a good PR stunt.
  26. 26. 2015 Search and Social – Case Study Our Japanese Friends Were Horrified
  27. 27. 2015 Search and Social – Case Study Jill Had the Best Comments, though
  28. 28. 2015 Search and Social – Case Study But What Overall Traffic, Rankings?
  29. 29. 2015 Search and Social – Case Study Traffic to the Post?
  30. 30. 2015 Search and Social – Case Study Impressions, Clicks According to GWT
  31. 31. 2015 Search and Social – Case Study Overall Rankings Went Up, Lots of Links
  32. 32. 2015 Search and Social Strategy – Thank You THANK YOU Contact Me Bill Hartzer Senior SEO Strategist Globe Runner Email: Bill@GlobeRunnerSEO.com Mobile: (214) 236-4378 Office: (972) 538-0260 Web: https://globerunner.com Blog: https://www.billhartzer.com Twitter: @bhartzer

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