1. Proposal to extend SEO across Social Media
Background
Across the industry, Search Engine Optimization (SEO) has proven to be an effective
business tool to build site traffic and product awareness, even as search engines have
continuously modified their ranking criteria.
Current search and social initiatives indicate that ranking criteria are being dramatically repositioned, with content on social networks (Twitter, Facebook, Google+, etc.) and
authorship/influence poised to have strong impact on page rank.
During 2013, social networking leaders, have all introduced embed technology to
"improve the user experience". (e.g play video on Facebook, accept a promotional
offer using Twitter Cards, rich snippets of Google+, etc.). The net result of this is
that users will develop a habit of linking to external sources less frequently.
Businesses should bring their message to the platforms that their audience uses
on daily basis rather than solely relying on users visiting their site.
These technologies improve the presentation quality of social content and, arguably,
its potential to generate social signals
Correlation studies indicate that social signals; likes, shares, tweets and plus ones
lead to the top of search results. Furthermore, some studies suggest that merely
having an entry on google+ helps page rank.
http://moz.com/blog/google-plus-correlations,
http://www.searchmetrics.com/en/services/ranking-factors-2013/
Google’s authorship program not only highlights author's Google+ profiles on search
results, it is used by Google to establish credibility and legitimacy of content for
websites as well as authors.
It's widely believed that Google Authorship is the first step toward
verifying author identity, which will be used to calculate Author Rank.
Both search engines and social networks continue to evolve their content and
revenue strategies. With adequate data about authorship or influence (Klout, etc), it
is clear that search results can be biased towards pundits.
While today, a properly optimized business site ranks well for searches such as
"prices car insurance", tomorrow, search engine optimized social media content may
be required to maintain page rank.
Why would a search providers feature content from potential paying advertisers
when they could legitimately take the position that
users are interested in the views of indepenent experts?
2. While content syndication services build links and social signals through networks of
SEO focused businesses, they have been joined by a new class of service that builds a
network of individuals and bloggers willing to promote content for reward.
For example, brandbudee.com provides access to 7000 social media users who
are looking for incentives and quality content for their social sites.
Unlike traffic comparisons of personal versus business web sites, the social reach
of non-corporate social media is often equivalent or greater.
Opportunity
Implementing the technologies mentioned above in a manner consistent with Kanetix's
established SEO approach and social media strategy will increase the effectiveness of and
expand SYNND SEO campaigns, improve page rank; improve social media presentation
quality and social signals, positively impact brand image and fortify credibility and
legitimacy.
In support of this, the Kanetix's scholarship program sets a framework to enable articles of
interest to be promoted to a broad audience. The scholarship program also will provide a
focused collection of content, pages, tweets, posts, etc. to be optimized.
Objective
To improve Page rank in order to drive links from search engines.
While the end goal of SEO is obviously site visitation, it should be noted that clicks
from social sites represent a mere 2% of site traffic (industry average).
Therefore, it is recognized that the goals for Kanetix Social Media are likely broader
than merely driving consumers to the web site. As well, followers of Kanetix Social
Media may be different than the typical Kanetix customer. (For example, an investor
may be more likely to “follow” than a window-shopping consumer)
With this mind, the scope of this proposal is primarily on how to implement
technology and processes in order to search optimize social content. From this
perspective, all Kanetix Social Media content developed will inherently contribute to
the SEO objectives.
3. Work Plan
Optimize content pages for social media
• add og: meta tags for facebook, linkedin and google plus
• add twitter meta tags and apply for twitter cards
Enrol authors in Google Authorship Program
Implement process to enhance SEO and presentation quality of tweets and posts
• requires a simple procedure to post content on a Kanetix site or wordpress blog
Develop a series of articles about education in general,
• hosted on Kanetix sites, with links to scholarship program signup.
• promote through typical SEO activities
• in addition to planned content regarding the scholarship program
Establish a brandbuddee program to promote both general education and Sponsorship
articles.
• cost $129/month plus incentives
• establish an incentive budget based on cost / click / bookmark / etc.
• estimate $0.13 per click; $0.39 per action
• gift certificates are typically used as rewards
• use 14 day trial, prior to program launch, to establish success metrics
• brandbuddee "powered by" pages need only be used for links from
brandbuddee associated visitors, however Kanetix can promote brand
evangelism by using "powered by" on pages linked to from other visitors.
• develop a series of posts that present third party(s) commentary on both types of
content. (e.g. "I can't believe an education is so expensive http://shortcode"
• smartsocialdialogs.com's social dialog publishing application is NOT required
(but may be used as an efficient means to syndicate content.
• consider expansion of the scholarship Program to enable non-qualifying individuals
to submit entries to compete for "Notable Entries" with a reward of social promotion
and a small honouraium to winners (e.g. Check out this video. Tim obviously needs a
Starbucks gift certificate."
Extend Kanetix social partnerships and syndicate posts through these and existing Kanetix
social partnerships.
Consulting
There is no requirement to contract for consulting services.
• Upon request, we will be happy to provide links to materials that outline how to
accomplish the tasks above
• Available capabilities cover all elements of the work plan
Gary MacGregor
gary@greenfieldprospects.com
289-686-9711
