Venn and the Art of Search   Engine MaintenancePresented by Iain Martin, Skipedia
“Twitter data especially plays a role in web search:         Retweets are a new form of link building”                    ...
“There is strong correlation between the amount of       tweets about a URL, and its Google ranking”                      ...
Will Pinterest bring a massive boost for highly competitive keywords?Probably not.Will it help diversify your backlink pro...
“SEO is not dead – it’s just having an                       identity crisis”                          Iain Martin
Presented by Iain Martin, Skipedia Travel MarketingIf you would like to find out more about the social media, SEO or other...
Venn and the Art of Search Engine Maintenance
Venn and the Art of Search Engine Maintenance
Venn and the Art of Search Engine Maintenance
Venn and the Art of Search Engine Maintenance
Venn and the Art of Search Engine Maintenance
Venn and the Art of Search Engine Maintenance
Venn and the Art of Search Engine Maintenance
Venn and the Art of Search Engine Maintenance
Venn and the Art of Search Engine Maintenance
Venn and the Art of Search Engine Maintenance
Venn and the Art of Search Engine Maintenance
Venn and the Art of Search Engine Maintenance
Venn and the Art of Search Engine Maintenance
Venn and the Art of Search Engine Maintenance
Venn and the Art of Search Engine Maintenance
Venn and the Art of Search Engine Maintenance
Venn and the Art of Search Engine Maintenance
Venn and the Art of Search Engine Maintenance
Venn and the Art of Search Engine Maintenance
Venn and the Art of Search Engine Maintenance
Venn and the Art of Search Engine Maintenance
Venn and the Art of Search Engine Maintenance
Venn and the Art of Search Engine Maintenance
Venn and the Art of Search Engine Maintenance
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Venn and the Art of Search Engine Maintenance

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Presentation on the increasing overlap between Social, PR and SEO

Delivered at the London International Ski Exchange, October 2012

Published in: Travel
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  • Separate agencies: very little cross-over
  • SEO separate: due to On Page activity, which is most importantPR separate: due to relationshipsSocial separate: brand building, CRMVariationsIn-house: smaller circles, less cross-overSeparate agencies: very little cross-over
  • Penguin: penalised such as keyword stuffing, link farms and link from irrelevant sites.As these signals went down, others up – social shares, taking over from PageRankGoogle likes ‘intent’: fans follow because it interests them, when they share, they endorse your brand and send positive social signals to Google
  • Twitter users who are deemed to be authoritative lend their authority to the pages they tweet.
  • Being a product of Google, Google+ has a tremendous impact on search resultsWith G+ Google can move away from social platforms it doesn’t own, to where it can reliably measure and use the dataThe +1 button needs to be implemented in every blog or website that you own, so that visitors click on that - a +1′d link has a higher CTR in search
  • Brand page important, content posted on G+ is indexed quickly – note the possibility of publisher rank
  • Authorship – set it up, increase CTR, choose pic, consider Author rank
  • Publisher rank?
  • 10m users but growing rapidly – 3rd most popular social network – like Facebook, great sharing potential65% women, recipes, good for retail, but good for travel tooEverything that gets pinned to Pinterest is a followed link back to your website – enhance by including hashtags and linksUse the board
  • Bing (owned by Microsoft, which owns share in FB) - yes, but only 5% in the UK, 15% in North AmericaVital as part of your marketing strategy, for all its faults, but not so influential on SEO
  • While social signals are important, it’s the icing on the cake. A good PR is going to impact your SEO through link building
  • A mention in the press may get seen by 200,000 readers, but a link from their website can be worth more to you in the long runA good PR campaign will be mindful of this – big juicy links from high quality, high Page Rank sites are worth a 1000 link swapsEven more if you are making sure you ask for do-follow links and the right anchor text
  • Good PR means being good at social – target influencers, thanks them, curate relationshipsUse tags to extend reach in Twitter
  • Venn and the Art of Search Engine Maintenance

    1. 1. Venn and the Art of Search Engine MaintenancePresented by Iain Martin, Skipedia
    2. 2. “Twitter data especially plays a role in web search: Retweets are a new form of link building” Danny Sullivan, Search Engine Land
    3. 3. “There is strong correlation between the amount of tweets about a URL, and its Google ranking” Felicity Crouch, Branded 3
    4. 4. Will Pinterest bring a massive boost for highly competitive keywords?Probably not.Will it help diversify your backlink profile? Yes.Does Google like fresh content from social sharing? Yes.Should companies invest in using Pinterest? Absolutely!
    5. 5. “SEO is not dead – it’s just having an identity crisis” Iain Martin
    6. 6. Presented by Iain Martin, Skipedia Travel MarketingIf you would like to find out more about the social media, SEO or otheronline marketing services that Skipedia can offer, please contact me:iain@skipedia.co.uk07703 173576

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