Punch Up Your Social Media with SEO
www.435digital.com
CAROLYN SHELBY - PRESENTER
DIRECTOR OF DIGITAL STRATEGY, 435 DIGITAL
I am a search engine
optimization
professional and
we...
WE’RE GOING TO COVER
• Does SEO belong in Social?
• Facebook and Search
• Twitter and Search
• Pinterest and Search
• Goog...
DOES SEO BELONG IN SOCIAL?
Like chocolate belongs in peanut butter.
CONSIDER THIS
• Search is a part of all social media platforms.
– Name one that does not have the ability to search throug...
AND THEN THERE’S…
• Ultimately, you don’t own the real estate
you’re developing on Facebook, Twitter,
Pinterest, G+, etc.
...
SO WHY WORRY ABOUT SEARCH?
• If your goal is to just “be friends” with the people
who already know about your business and...
RANKING FACTORS IN SEARCH
* Searchmetrics Ranking Factors 2013
FACEBOOK
• Not only is Facebook a valuable source for
search ranking signals (shares, likes), but it
also has it’s own int...
DO WE SEE A PATTERN?
TWITTER
• Twitter is visible/indexable by Google.
• (Smart) people monitor keywords as well as
hashtags.
• Things you shar...
PINTEREST
• USE YOUR WORDS! Search engines cannot see
images. Describe the picture using words
people are likely to search...
GOOGLE+
• The ranking factor chart doesn’t lie… G+ is huge for
search.
• The algorithm currently used on G+ accounts is si...
GOOGLE + IN SERPS
• Have a nice photo
• The more circles you’re
in, the better (as long as
the circles are related to
your...
MULTICHANNEL OPTIMIZATION
16
SEO
Twitter
Facebook
Pinterest
LinkedIn
Offline
Email
SOCIAL NEEDS WEB
• A poorly optimized website will not retain the
love you pour into it, and once the active
campaign ends...
QUESTIONS?
Carolyn Shelby
435 Digital/Tribune Company
Twitter: @cshel
Email: carolyn@435digital.com
or cshelby@tribune.com
Adding SEO into your Social Media
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Adding SEO into your Social Media

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Covers reasons why it's important that your social media messages are using some SEO techniques. We look at the value of Google+ and strategies for using it effectively, the value of Facebook shares/likes, and how Pinterest strategy differs from the others.

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Adding SEO into your Social Media

  1. 1. Punch Up Your Social Media with SEO www.435digital.com
  2. 2. CAROLYN SHELBY - PRESENTER DIRECTOR OF DIGITAL STRATEGY, 435 DIGITAL I am a search engine optimization professional and webmaster with more than 19 years of experience building and promoting websites. • Technical SEO • Organic SEO • Forensic Audits • Holistic Optimization • Rebuilding under- performing/old websites. • Speaking • Training
  3. 3. WE’RE GOING TO COVER • Does SEO belong in Social? • Facebook and Search • Twitter and Search • Pinterest and Search • Google+, Authorship, and Search • Multi-Channel Optimization • Social + Web Need SEO
  4. 4. DOES SEO BELONG IN SOCIAL? Like chocolate belongs in peanut butter.
  5. 5. CONSIDER THIS • Search is a part of all social media platforms. – Name one that does not have the ability to search through it for something… • Social platforms send signals to the search engines that are used to help rank content in “regular search” • The goal of any online campaign is to be “seen”, and the first step toward being “seen” is being “found”
  6. 6. AND THEN THERE’S… • Ultimately, you don’t own the real estate you’re developing on Facebook, Twitter, Pinterest, G+, etc. – If it isn’t YOUR domain… it’s not your property. – If anything happens, you can’t reclaim that lost search authority.
  7. 7. SO WHY WORRY ABOUT SEARCH? • If your goal is to just “be friends” with the people who already know about your business and are already customers, then don’t worry about it. • If you want to expand your userbase/clientele and get in front of people who are not already aware of your brand, then you need to think about search.
  8. 8. RANKING FACTORS IN SEARCH * Searchmetrics Ranking Factors 2013
  9. 9. FACEBOOK • Not only is Facebook a valuable source for search ranking signals (shares, likes), but it also has it’s own internal search (OpenGraph). • Make sure the words you use in your FB interactions HAVE YOUR KEYWORDS in them. Somewhere.
  10. 10. DO WE SEE A PATTERN?
  11. 11. TWITTER • Twitter is visible/indexable by Google. • (Smart) people monitor keywords as well as hashtags. • Things you share on Twitter (and other social media platforms) should drive readers back to your website. Don’t keep them in the walled garden.
  12. 12. PINTEREST • USE YOUR WORDS! Search engines cannot see images. Describe the picture using words people are likely to search for. • Drive followers from your website to your Pinterest board (reverse of other social platforms)
  13. 13. GOOGLE+ • The ranking factor chart doesn’t lie… G+ is huge for search. • The algorithm currently used on G+ accounts is similar to old school SEO. You are what you write/share. • Tying your G+ account into your posts on the web for authorship credit will increase your perceived authority and help you show up in searches you would not normally appear in (with a photo!).
  14. 14. GOOGLE + IN SERPS • Have a nice photo • The more circles you’re in, the better (as long as the circles are related to your subject!) • You still need to optimize your titles and desriptions ;)
  15. 15. MULTICHANNEL OPTIMIZATION 16 SEO Twitter Facebook Pinterest LinkedIn Offline Email
  16. 16. SOCIAL NEEDS WEB • A poorly optimized website will not retain the love you pour into it, and once the active campaign ends, the traffic and rankings will dive.
  17. 17. QUESTIONS? Carolyn Shelby 435 Digital/Tribune Company Twitter: @cshel Email: carolyn@435digital.com or cshelby@tribune.com

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