Presentation on advanced SEO and social media integration, by Roy Morejon and Brandon Uttley of Command Partners.

1. Advanced SEO
And Social Integration
Social Fresh Charlotte 2011

2. Presented By
Roy Morejon, President
Brandon Uttley, CEO
http://commandpartners.com

3. Quick Intro
SEO is about reaching customers in
organic search
Organic search is one spoke in the hub
Organic search, like all the other hubs,
requires outstanding relevant content
Content marketing is the foundation of
all marketing channels today

4. Social media is about sociology and psychology
rather than technology.
—Brian Solis

5. Social Sharing Is Driving Growth
We are in the midst of a massive shift online
from a search and intent-based world to a
social, people based world
Social represents a huge opportunity for brands
and websites to get increased exposure at a
fraction of the cost of other methods

6. Social Proof
Pages That Display Tweet Buttons See
7x More!Social!Mentions (BRIGHTEDGE)
Sites that featured social sharing for products
experienced 3.6% growth in site traffic, versus
0.3% for those that have yet to adopt (L2 Think Tank)
Google reports that the average consumer is
discernibly influenced by 10.4 discrete pieces
of information—up from 5.3 sources a year ago
(Google Insights)

7. Diversity of Search Experience
Think about the richness of the
search experience today
Compared to bland search results made up
mostly of just web pages several years ago
With Google in particular, Universal Search,
Personalized Search, Social Search, Instant
Search, Local/Mobile, Preview and even the
currently suspended Real-Time Search all factor
together to!give users what they’re looking for

8. Competing With Strong Sites
Source:
SEOMOZ

9. Web Page Anatomy
Source:
SEOMOZ

11. SEO is an amplifier and
catalyst to Social Media
and Content Marketing
Smart marketers know how
and when to apply SEO
best practices to extend
the reach of their social
media efforts
Make all your content
searchable—but more
importantly, shareable

12. Where to start?

13. Google Social Analytics

14. Google Social Analytics
Social Engagement Social Actions Social Pages
Compare visitor behavior How many clicked on Which site pages
sharing buttons within a received social-sharing
Those who click on specified date range clicks in a given period
sharing buttons vs. those
who do not Compare for each social Determine your best/
source and social source- most shared content
Do they convert higher? action combination

15. Google Social Analytics
http://bit.ly/gasocial

16. Google Profile Integration

17. Google Social
Content & Connections
www.google.com/s2/search/social

20. What’s Working?

21. Most Important
Social Media Factors
Source:
SEOMOZ

22. Trust Factors
Everything you do online should be done to
increase the trust that others have in you
“Others” includes both human visitors
and search engine spiders
When you have the trust of those two audiences,
you’re perfectly positioned for long-term success
On the social web you have to participate
and not just listen to others

23. Google

24. Social Authority
An author’s authority on social networking sites is
influencing traditional SEO
Social shows authority—not relevance
!Social signals at best will show that
something is “rank worthy”

25. What Are Social Signals?
How Google and others are quantifying social
networking authority as a ranking factor within
traditional search engine results page
Trusted endorsements—Just like in real life, the
opinions of people in their "circles"
influence the decisions they make

26. Google Social Signals

27. Google+
An identity service
Annotations from your networks
Ratings, reviews
New sharing features for sites

28. Google+
A social network made by Google
impacts search (Chris Brogan)
Google has all the data necessary
to change search engine results
based on social media

29. Google+
Social connections may improve
click-through rates on search
ads and organic listings
Traffic is pre-qualified and may
increase the engagement of the
person on a site!
Search engines trust the
“social web”

30. Google+ Business Pages

31. Google+ Business Pages

36. www.google.com/webmasters/+1button

38. Facebook
Evidence that some Page content gets crawled
Good news: everything (just about) is
potentially indexable via Open Graph

39. Facebook
Open Graph
Activities People
Businesses Places
Groups Products/Entertainment
Organizations Websites
http://graph.facebook.com

40. {
"id": "36603131",
"name": "Jason Keath",
"first_name": "Jason",
"last_name": "Keath",
"username":
"jasonkeath",
"gender": "male",
"locale": "en_US"
}
http://graph.facebook.com/jasonkeath

41. http://graph.facebook.com/socialfresh

42. Facebook Optimization
Fill out all Page profile information
Choose your page title and URL carefully
Use best practices for sharing
(photos, videos, comments, likes)

43. Twitter
Tweeted links get discovered
and indexed more quickly
Tweets from high-authority accounts
that get lots of RTs act as links
(Google & Bing)

47. Slideshare
Very good for long-tail keywords
Multiple opportunities for keyword placement
Content/text transcription

49. http://www.slideshare.net/nickwestergaard/building-your-blog-brand

52. Well indexed for keywords
Good opportunities for keywords in URLs
Quora annotations shown in search results

54. http://www.quora.com/Who-are-the-best-recruiters-and-headhunters-for-startups-in-San-Francisco

55. Goals of Online Marketing
Who: The customer 2.0
What: Conversions and brand loyalty
Where: Online and on the street
When: Today and the days to come
Why: To make sales and build brand awareness
How: Content, conversation, positive (trans/inter)
actions and actionable measurement
How Not: Explicit sales or advertising or online
social behaviors
Source: TopRank Online

56. To Sum Up
Social media is impacting search results
You need to build an active, engaged presence
on social media sites
Optimize your site(s) for social media sharing
Encourage users to share your content
Don’t give up on traditional SEO!

57. Any questions?

58. Thank You!
http://commandpartners.com
@RoyMorejon
@BrandonUttley
@CommandPartners
facebook.com/commandpartners
linkedin.com/company/command-partners