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When Search and Social Collide


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Presented at InnoTech Oregon on May 3, 2012. All rights reserved.

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When Search and Social Collide

  1. 1. When Search and Social Collide Presented by: Leisa Hall Mark Brundage VP of Client Service Business Leader Anvil Media, Inc.
  2. 2. Anvil Media, Inc. Background100% of account team Google AdWords & Analytics certified100% of account team published and spoken in the industryHigh client & employee retentionFounding member of SEMpdx trade associationMajority of clients come from word-of-mouth and referralsAward winning: PBJ Fastest Growing, Inc 5,000, AMA MAX
  3. 3. Agenda• Why is Social so important to search?• SEO Success Factors• Creating Shareable+Social Content• Adaptu Case Study
  4. 4. Why is social so important to search?
  5. 5. “Yes, I can confirm that wedo use Twitter & Facebook links in our web search Matt Cutts Google Search Quality Team rankings.”
  6. 6. Overall Ranking Algorithm: SEOmoz
  7. 7. Google Plus Your World Keyword > You Google+ content Social signals & behavior
  8. 8. Future Ranking Factors
  9. 9. SEO Success Factors 10
  10. 10. Balance betweencommunication and optimization
  11. 11. Developmentprocess
  12. 12. Ongoingmaintenance
  13. 13. Ability to generateor leverage content
  14. 14. Social (Shareable) Content = SEO Content
  15. 15. Universal Search
  16. 16. Above the Fold Information 1 “About” box that will vary by type of business – 150 characters 2. Photos – native application that will always be in first position and shows the most recent photo uploaded 3. Custom apps – photos are 110 x 3 74 pixels and can be customized.1 4 2 4. The rest of your custom apps which can be rearranged, except for the photos native app
  17. 17. Highlight a Story Highlight a post to expand across both columns
  18. 18. Highlight a Story
  19. 19. Pin Posts to Top Only use for content that you want to have high visibility Posts stay expanded at the top of the timeline for 7 days New method to feature content with the demise of custom landing pages
  20. 20. EdgeRank –How to Maintain Visibility
  21. 21. EdgeRank Explained Based on EdgeRank – Fans see the pages and people they interact with most. Build affinity by encouraging weighted activity through engaging content. The average brand posts are seen by less than 10% of their fans
  22. 22. How to Stay in Feeds Always include a thumbnail or a video Ask open ended questions • Don’t state opinions, use fill in the blank Short, focused posts • Posts with 80 or less characters result in 27% more engagement than posts with 80+ Interact with fans
  23. 23. Optimizing Individual Videos Conduct keyword research using YouTube keyword tool: Descriptive, catchy titles with keywords included Optimize Tags • Relevant tags that describe the video • Use as many tags as possible, while staying relevant • Most important tags should match keywords from title and description • Avoid usage of “and, “or”, and similar words
  24. 24. Include Call-to-Action End each video with a call-to-action
  25. 25. g+ Profile
  26. 26. g+ Participation = InfluenceImage/Example Credit:
  27. 27. g+Button
  28. 28. More Social Friendly Content
  29. 29. Your Blog
  30. 30. Guest Blogging
  31. 31. WhitePapers
  32. 32. Reviews
  33. 33. Infographics
  34. 34. Infographics
  35. 35. Make it Easy to Share
  36. 36. Content creation can be daunting.
  37. 37. 3 Commandments for Successful Social Content Yes, just THREE.
  38. 38. #1: Your Brand & Voice = TRUTH (you audience CAN handle it)
  39. 39. #2: Say things your audience cares about. (like this lady does)
  40. 40. #3: Keep it fresh. (enough said.)
  41. 41. A Real Life Case Study: Adaptu
  42. 42. Adaptu Background 77 86% 40% Million +Number of people People who feel it People who don‟t havewho don‟t Pay their is ok to default on any type of retirementbills on time each your Mortgage savings or planmonth and walk away
  43. 43. Adaptu in the Social World
  44. 44. Staying on Top of Fresh Content • Blogger Relationships • Participate in Social Media • Be Relevant/ Timely • Newsworthy topics • Listen
  45. 45. Know Your Audience • Social monitoring tools • Variety based on need and price • Scan for key works and topics • Manage your brand • Look Who‟s talking
  46. 46. Getting in Front of the Right People Using tools to „Fish where the Fish are‟What People are What people are Using Influencers talking about? searching? (Alexa/ Klout/ (Social (Google Radian6) Monitoring) Analytics/ Anvil) Keyword Targeting Site Optimization (SEM/ SEO (Tagging) Landing Pages)
  47. 47. The Proof is in the Stats Unique Visitors Site Duration Number of Page Views Conversions Cost /Member (good)
  48. 48. Conclusion
  49. 49. What You Need to do to Succeed• Ensure your site is ready for SEO Prime-Time• Create Social Content, Content & More Content• Know Your Brand• Know Your Audience• Keep It Fresh
  50. 50. Thanks!