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Search + Social - Better Together: SMX London 2016 via @richardbaxter

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Presenting on the Search + Social - Better Together panel at SMX London 2016.

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Search + Social - Better Together: SMX London 2016 via @richardbaxter

  1. 1. Search and Social Better together. Richard Baxter richard@builtvisible.com
  2. 2. #SMX @richardbaxter I asked the team at our agency how they’ve used social data for SEO driven campaigns in the past year.
  3. 3. Content Strategy
  4. 4. #SMX @richardbaxter 1. Collect Data 2. Analyse Competitor Tactics & Understand What Works 3. Target the Broader Interests of Brand Followers 4. Construct a Socially Driven Content Strategy and Achieve Reach Content Strategy Using Social Data: Goals
  5. 5. Mandatory Data Slide
  6. 6. #SMX @richardbaxter The Data Opportunity You Can Collect on a Budget is Huge 0 2000 4000 6000 8000 10000 12000 14000 http://www.comparethemarket.com/meerkat/advent-calendar/ http://www.simplybusiness.co.uk/microsites/google-analytics-guide/ https://www.comparethemarket.com/rewards/thank-you/ http://www.simplybusiness.co.uk/microsites/guide-to-social-media-success/ http://www.comparethemarket.com/meerkat/welcome-collector/ http://www.comparethemarket.com/meerkat/memorymabob/farewell/ http://www.simplybusiness.co.uk/microsites/googleplus-for-small-businesses/ http://www.moneysupermarket.com/gas-and-electricity/ http://www.gocompare.com/car-insurance/theory-test-quiz/ http://www.confused.com/travel-insurance/articles/13-ways-to-void-your-… Trackback Total - Competitor social landscape (how active, engaged, performance across each social network etc.) - Top shared URLs on competitor domains - Identification of competitor brand advocates - Top domains linking to competitor social profiles - Most frequently tweeted #tags & @mentions alongside @competitor - Most frequently occurring domains featured alongside @competitors - Top shared domains, #tags and @mentions by @competitors - Broken social link building – top shared URLs now returning 4XX, 5XX errors.
  7. 7. Main Thing: Pin Down the Formats that Work
  8. 8. #SMX @richardbaxter And Diagnose *WHY* Those Formats are Working In this study we found Long Form Articles performed best when they contained original research data.
  9. 9. #SMX @richardbaxter Analyse URL by URL Performance
  10. 10. #SMX @richardbaxter Deltas Over Time are Arguably More Valuable than Static Data
  11. 11. #SMX @richardbaxter Target Your Follower’s Broader Interests Source: Research by Builtvisible for Met Office. Sample: 15552 followers. SA 25 and above
  12. 12. #SMX @richardbaxter Over a two week period the content was retweeted 7,681 times - Infographic was shared 4,480 times - Tweets had 1.9 million impressions* - We had a 2,419 increase in followers Met Office: Using Interest Categorisation for Better Social and Search Performance
  13. 13. Content Promotion Linkbuilding & Outreach
  14. 14. #SMX @richardbaxter 1. Identify domain targets from influencer data 2. Filter for product specific link building placements 3. Journalist contacts 4. Understand formats that appeal to Editors Content Promotion + Link Opportunities Using Social Data: Goals
  15. 15. Content Promotion: Domain Data from Influencer Tweets in a Target Vertical – “Really Targeted Outreach” #SMX @richardbaxter More: https://moz.com/blog/how-to-use-twitter-data-for-really-targeted-outreach
  16. 16. #SMX @richardbaxter https://tags.hawksey.info/
  17. 17. #SMX @richardbaxter Source: Buzzsumo.com
  18. 18. #SMX @richardbaxter https://foller.me/
  19. 19. #SMX @richardbaxter
  20. 20. #SMX @richardbaxter //span[@class='js-display-url'] See tools and technique here: https://builtvisible.com/scraping-for-content-marketing/
  21. 21. See tools and technique here: https://builtvisible.com/scraping-for-content-marketing/ #SMX @richardbaxter
  22. 22. #SMX @richardbaxter Targeted Product Outreach: Identify social activity that contains a product reference and extract the domain Domains that most commonly appear in authority Tweets that contain “liability insurance”
  23. 23. #SMX @richardbaxter Sites That Link to Social Profiles, But Not Yours From our Quick Wins for SEO Guide: https://builtvisible.com/low-effort-big-return-marketing/
  24. 24. #SMX @richardbaxter Find Journalist Contact Details on Twitter Find writer or journalists in lists on Twitter site:twitter.com/ inurl:/lists/ intitle:"on Twitter" journalist|writer Narrow down by writer or journalists in lists on Twitter in the travel sector site:twitter.com/ inurl:/lists/ intitle:"on Twitter" journalist|writer travel
  25. 25. #SMX @richardbaxter
  26. 26. #SMX @richardbaxter Follow an Editor to Track Formats they Prefer We analysed 200 articles published on Telegraph.co.uk’s Travel Section via https://twitter.com/urban_achiever
  27. 27. Content Ideation
  28. 28. #SMX @richardbaxter https://builtvisible.com/content-strategy-helper/
  29. 29. Scan a SubReddit The Web Marketer’s Guide to Reddit: https://builtvisible.com/web-marketers-guide-to-reddit/ There are so many “raw materials” on sites like Reddit for new ideas. How can you develop these concepts to create something new?
  30. 30. The Most Successful Labels in Hip Hop #SMX @richardbaxter
  31. 31. What % Of Their Income Do People Spend in Each County? #SMX @richardbaxter
  32. 32. What % Of Their Income Do People Spend in Each County? #SMX @richardbaxter
  33. 33. #SMX @richardbaxter Use Search in Reddit AMAs Use “Top” or search: https://www.reddit.com/r/IAmA/search?q=restaurant+secrets
  34. 34. #SMX @richardbaxter Secrets of Food Photographers… Revealed!
  35. 35. #SMX @richardbaxter Look Everywhere: This is a Great Page for Ideas on Quora https://www.quora.com/What-are-some-of-the-best-answers-on-Quora
  36. 36. Thank you Richard Baxter. richard@builtvisible.com

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