Social Media for SEO - CUCCOA conference

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The convention of Canadian University (CUCCOA) will take place from February 2nd to 4th in Montreal. Thomas Langdale, SMO Lead for NVI will present 3 relevant strategies in Social Media : Online PR, SEO online and SNO.

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Social Media for SEO - CUCCOA conference

  1. 1. Social Media for SEO Online PR – Search Engine Optimization - Social News Optimization <ul><li>Web Marketing Primer </li></ul>
  2. 2. SEO <ul><li>S earch </li></ul><ul><li>E ngine </li></ul><ul><li>O ptimization </li></ul><ul><li>WEB MARKETING PRIMER </li></ul>
  3. 3. <ul><li>RANKINGS </li></ul>WEB MARKETING PRIMER
  4. 4. TRAFFIC & RANKINGS WEB MARKETING PRIMER <ul><li>Top 3 ranking get 65% of clicks </li></ul><ul><li>10 th position gets more traffic than positions 3 to 9 </li></ul>
  5. 5. <ul><li>What factors influence ranking? </li></ul><ul><li>Domain name </li></ul><ul><li>Links (Quality & Relevance) </li></ul><ul><li>Clearly defined theme </li></ul><ul><li>Site Architecture </li></ul><ul><li>Domain & Site Age </li></ul>SEARCH ALGORYTHMS WEB MARKETING PRIMER
  6. 6. <ul><li>Social Buzz </li></ul><ul><li>Includes any social mentions: </li></ul><ul><li>Tweets </li></ul><ul><li>Facebook Likes </li></ul><ul><li>Blog mentions </li></ul><ul><li>Etc. </li></ul>SEARCH ALGORYTHMS CONT. WEB MARKETING PRIMER
  7. 7. SEARCH ALGORYTHMS CONT. WEB MARKETING PRIMER = =
  8. 8. <ul><li>Now what? </li></ul><ul><li>Domain name </li></ul><ul><li>Links (Quality & Relevance) </li></ul><ul><li>Clearly defined theme </li></ul><ul><li>Site Architecture </li></ul><ul><li>Domain & Site Age </li></ul><ul><li>‘ Social Buzz’ </li></ul>SEO EXPLAINED WEB MARKETING PRIMER
  9. 9. <ul><li>How does one acquire links? </li></ul><ul><li>Ask for them </li></ul><ul><li>Buy them (Against Google guidelines) </li></ul><ul><li>Make interesting and relevant content </li></ul>LINKS WEB MARKETING PRIMER
  10. 10. <ul><li>Share your content! </li></ul><ul><li>Millions of Users </li></ul><ul><li>Haven for bloggers </li></ul><ul><li>Branding Opportunities </li></ul>SOCIAL NEWS OPTIMIZATION WEB MARKETING PRIMER
  11. 11. <ul><li>How social news sites work </li></ul><ul><li>Users vote and comment on stories submitted </li></ul><ul><li>Popular content is promoted to the front page of the site </li></ul><ul><li>Content is seen by thousands of visitors and bloggers </li></ul><ul><li>What they bring your site </li></ul><ul><li>Surge in traffic </li></ul><ul><li>Surge in links </li></ul><ul><li>Branding opportunities </li></ul><ul><li>‘ Social buzz’ factor </li></ul>SOCIAL NEWS OPTIMIZATION WEB MARKETING PRIMER
  12. 12. <ul><li>Industry : Web Hosting </li></ul><ul><li>Primary Goal : Reach #1 spot </li></ul><ul><li>Secondary Goal : Engage with people online </li></ul>BUSINESS CASE WEB MARKETING PRIMER <ul><li>What we did: </li></ul><ul><li>Search Engine Optimization </li></ul><ul><li>Created a blog </li></ul><ul><li>Created content optimized for social news sites </li></ul>
  13. 13. <ul><li>Example of social content </li></ul><ul><li>First day brought 50,000 visitors </li></ul><ul><li>to the blog </li></ul><ul><li>Brought 150,000+ visitors over the </li></ul><ul><li>next month </li></ul><ul><li>Shared 2000+ times on Facebook </li></ul><ul><li>4000+ links pointing to page </li></ul>BUSINESS CASE WEB MARKETING PRIMER
  14. 14. ONLINE PR WEB MARKETING PRIMER <ul><li>Online PR is about: </li></ul><ul><li>Building relationships & making friends </li></ul><ul><li>Communicating </li></ul><ul><li>Giving incentives (Contests, </li></ul><ul><li>Giveaways etc.) </li></ul><ul><li>In the same way traditional PR practitioners build relationships with journalists, online PR practitioners build relationships with bloggers and online influencers (Twitter and Facebook power users etc.) </li></ul>
  15. 15. <ul><li>Industry : Alcoholic Beverage Industry </li></ul><ul><li>Primary Goal : Make a splash online </li></ul>BUSINESS CASE WEB MARKETING PRIMER <ul><li>What we did: </li></ul><ul><li>Setup “Pros of Party” contest </li></ul><ul><li>Contacted bloggers and asked them to write about their craziest night out and inform their readers about the contest </li></ul><ul><li>Host a huge rooftop party sponsored by Molson! </li></ul>
  16. 16. <ul><li>Results </li></ul><ul><li>Close to 100 bloggers posted their </li></ul><ul><li>crazy stories and linked to the Pros of </li></ul><ul><li>Party mini-site </li></ul><ul><li>Everyone had a great time! </li></ul><ul><li>Nearly all the bloggers who </li></ul><ul><li>participated wrote about how awesome </li></ul><ul><li>their experience was </li></ul>BUSINESS CASE WEB MARKETING PRIMER

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