Presentation Ben Lloyd gave for the Portland Business Journal's Biz Dev Seminar series. Covers the ROI of search marketing, SEO fundamentals, and how to integrate SEO & Social Media Marketing.
Rand Fishkin's presentation from Be Wizard, San Marino 2011 on the evolution of Google's rankings and how marketers can optimize for the next generation of ranking signals.
Link Prospecting - Step Away from the Search Engine - BrightonSEO April 2014Carolyn Jones
It may not be glamorous but it’s damn useful. Whatever kind of link building campaigns you're running, the ability to find relevant link prospects can help lay the foundation for a successful campaign. These are some of my top techniques to get away from the common methods and discover more relevant prospects waiting for you off the beaten track. As I've found that this stage of an SEO campaign is often one of the biggest unnecessary time drainers, I've also shared some tools and tips to help you prospect smarter.
You can find links to all the tools mentioned as well as detailed tutorials on some of the methods over at:
http://www.webdurance.co.uk/brightonseo-slides/
Zero to Hero: Marketing for Startups and Growing CompaniesLily Leung
Practical, free and low-cost tools to kick-off your startup marketing.
In this presentation, we talk about:
● How marketing has evolved
● Understanding the buyer’s journey and adding value to it so you stay top of mind
when they’re ready to buy
● Best practices for SEO to help you get found
● How to use social media and email marketing
● An approach you can take to measure your results so you can refine your approach
● And at the end we’ll open it up to questions
Rand Fishkin's presentation from Be Wizard, San Marino 2011 on the evolution of Google's rankings and how marketers can optimize for the next generation of ranking signals.
Link Prospecting - Step Away from the Search Engine - BrightonSEO April 2014Carolyn Jones
It may not be glamorous but it’s damn useful. Whatever kind of link building campaigns you're running, the ability to find relevant link prospects can help lay the foundation for a successful campaign. These are some of my top techniques to get away from the common methods and discover more relevant prospects waiting for you off the beaten track. As I've found that this stage of an SEO campaign is often one of the biggest unnecessary time drainers, I've also shared some tools and tips to help you prospect smarter.
You can find links to all the tools mentioned as well as detailed tutorials on some of the methods over at:
http://www.webdurance.co.uk/brightonseo-slides/
Zero to Hero: Marketing for Startups and Growing CompaniesLily Leung
Practical, free and low-cost tools to kick-off your startup marketing.
In this presentation, we talk about:
● How marketing has evolved
● Understanding the buyer’s journey and adding value to it so you stay top of mind
when they’re ready to buy
● Best practices for SEO to help you get found
● How to use social media and email marketing
● An approach you can take to measure your results so you can refine your approach
● And at the end we’ll open it up to questions
Rand looks at Moz's 2015 analysis of ranking factors in Google's search engine and compares opinion data, correlation numbers, and experiments to give a picture of how modern SEO fits together.
Rand's presentation from BCAMA covering the shifts in search engines and user behavior that have caused SEO tactics of years past to fail in the modern era.
#BrightonSEO 2014 - Think Eyes... Not Just KeywordsConversionArium
Think Eyes, Not Just Keywords. An eye tracking study of where users look on components of search listings. Conducted by Adrian Durow at The ConversionArium, and Southampton Solent University.
Rand Fishkin's presentation from the May 26th Wappow social media meetup. on why search engines need social data and how the two are merging together to create exciting opportunities for marketers.
Ranking Factors Data 2011: SMX Elite SydneyRand Fishkin
Rand Fishkin's presentation at SMX Elite in Sydney (Q Station) on ranking factors data form SEOmoz's survey of users and from correlation data collected from Google's rankings.
Rand looks at Moz's 2015 analysis of ranking factors in Google's search engine and compares opinion data, correlation numbers, and experiments to give a picture of how modern SEO fits together.
Rand's presentation from BCAMA covering the shifts in search engines and user behavior that have caused SEO tactics of years past to fail in the modern era.
#BrightonSEO 2014 - Think Eyes... Not Just KeywordsConversionArium
Think Eyes, Not Just Keywords. An eye tracking study of where users look on components of search listings. Conducted by Adrian Durow at The ConversionArium, and Southampton Solent University.
Rand Fishkin's presentation from the May 26th Wappow social media meetup. on why search engines need social data and how the two are merging together to create exciting opportunities for marketers.
Ranking Factors Data 2011: SMX Elite SydneyRand Fishkin
Rand Fishkin's presentation at SMX Elite in Sydney (Q Station) on ranking factors data form SEOmoz's survey of users and from correlation data collected from Google's rankings.
How are animals depicted in art, and what does this mean for both the animal and us? And what does it mean to make and animal captive? Presented at the WPCC's and TWPZ's Animal in Art forum in 2009.
Presented by Daniel Burstein, Rebecca Strally, and Diana Sindicich of MECLABS.
This content was originally developed for Dr. Goel's Social Media Class (Graduate level) at the University of North Florida. Learn how to use data to leverage your social media presence using a tested methodology and strategy.
Need tips on how to manage digital marketing for your startup? Check out these three presentations from RIC Centre experts Paul Barter, Bernie Schmidt and Amarpreet Kaur covering: earned, owned and paid media and how it relates to website conversions and social media.
What is digital media an intro for BSSIAMoses Gomes
Presentation on why social media, SEO and PPC essential for SME sector? How SME sector can benefit from digital media marketing?
With so many questions on marketing front, SME sector is really facing with big fraudsters who con them on digital marketing.
This presentation focuses on basic aspects of website, SEO and Social Media, a DIY guide for the industry which can act as ready reckon-er to take those decisions on INTERNET MARKETING.
Further topics include:
- Importance of social media
- Pitfalls of social media
- Web 2.0
- Website meta tags
- Google analytics
- facebook page
- Google+
- Slideshare
- Twitter
- Online listings
and many more, read to know more.
How to Generate Revenue from Inbound MarketingRyan Hanley
Inbound marketing holds the key to small business growth in today's business landscape. In this presentation we discuss inbound marketing, content marketing and social media marketing concepts and strategies that can, if implemented with belief and dedication, drive exponential growth for small businesses, despite their Big Box competitors.
Law Firm Marketing: The Relationship Between SEO and Social MediaRocket Matter, LLC
SEO plays a crucial role in driving website traffic, and social media, in turn, plays a key part in boosting SEO. While most law firms consider SEO and social media to be two distinct marketing efforts, the reality is that in order to be truly successful, those efforts must be integrated to develop a cohesive strategy that takes both into consideration.
In this presentation, you will gain a better understanding of the interrelationship between SEO and social media and how to use each to support the overall digital marketing goals and objectives of your law firm. Learn about strategies and best practices required to achieve a high ranking in search engines, while at the same time explain how social media can become an effective method to drive more traffic to your firm’s website.
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
A presentation about the usage and availability of Varnish on Kubernetes. This talk explores the capabilities of Varnish caching and shows how to use the Varnish Helm chart to deploy it to Kubernetes.
This presentation was delivered at K8SUG Singapore. See https://feryn.eu/presentations/accelerate-your-kubernetes-clusters-with-varnish-caching-k8sug-singapore-28-2024 for more details.
Generating a custom Ruby SDK for your web service or Rails API using Smithyg2nightmarescribd
Have you ever wanted a Ruby client API to communicate with your web service? Smithy is a protocol-agnostic language for defining services and SDKs. Smithy Ruby is an implementation of Smithy that generates a Ruby SDK using a Smithy model. In this talk, we will explore Smithy and Smithy Ruby to learn how to generate custom feature-rich SDKs that can communicate with any web service, such as a Rails JSON API.
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
3. Twitter: @AmplifySEM
WHY IS SEARCH SO CRITICAL?
• Over 80% of all Internet traffic
begins at a search engine
• 63% of users research buying
decisions online
• 61% of users visit your brand
Website before buying (even if
buying offline)
• Consumers turn to information
sources that aren’t your Web site
– Search is about “getting found”
– You’ve got to extend your brand
4. Twitter: @AmplifySEM
SPEND YOUR MONEY ON SEM
In-House Marketers Compare ROI of Marketing Tactics
67%
63%
53%
28%
39%
17%
14%
18%
17%
30%
25%
24%
31%
27%
4%
11%
11%
34%
9%
39%
32%
11%
9%
6%
14%
28%
14%
27%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Search Engine Optimization (SEO)
House Email Marketing
Paid Search Marketing (PPC)
Direct Mail
Public Relations
Online Advertising
Print Advertising
Strongest Tactic Highly Variable Low Value Tactic Hard to Gauge
MarketingSherpa 2009-2010 Search Marketing Benchmark Report
6. Twitter: @AmplifySEM
HOW (AND WHY?) DOES SEARCH WORK?
Speak the same
language as your
target audience
Keywords are like
market research
7. Twitter: @AmplifySEM
SEARCH ENGINES CAN DO 2 THINGS
• Read Text and Follow Links
• Rankings are based on
those 2 cues alone
• This is the past, present
and future of search
8. Twitter: @AmplifySEM
Influence Rankings
•Title Tag - unique to every page
•Body Copy - if you don’t say it, don’t
expect to rank for it
•Anchor Text
•Categorized Content & Cross Links
SEO PRIMER: OPTIMIZE YOUR SITE
9. Twitter: @AmplifySEM
#1 SEO Take Home Tip:
Turn Images and JavaScript off
and review your site…
This is how a search engine sees
your site
SEO PRIMER: WHAT SEARCH ENGINES SEE
Same Page with Images Turned Off
•Can Still Navigate
•Can Still Read Copy
•Image Links Replaced with Text Links
If You CAN’T Get Around Your Site This
Way - Neither Can a Search Engine Spider
12. Twitter: @AmplifySEM
AUTHORITY MAKES SEARCH GO
Authority: Links = Authority = Rankings
Overall Ranking Algorithm
25%
22%
20%
15%
7%
6% 5%
Trust/Authority of Host
Domain
Link Popularity of Specific
Page
Anchor Text of External Links
On-Page Keyword Usage
Traffic and Click Through Data
Social Graph Metrics
Registration and Hosting Data
The takeaway? On-site optimization is critical, but links and other off-
site factors are a tremendous part of the ranking algorithm
-Source: 2009 SEOmoz study “Search Engine Ranking Factors”
The takeaway? On-site optimization is critical, but links and other off-
site factors are a tremendous part of the ranking algorithm
-Source: 2009 SEOmoz study “Search Engine Ranking Factors”
16. Twitter: @AmplifySEM
SEARCH IS BIGGER THAN YOUR SITE
A Practical Example
QuickTime™ and a
decompressor
are needed to see this picture.
QuickTime™ and a
decompressor
are needed to see this picture.
QuickTime™ and a
decompressor
are needed to see this picture.
QuickTime™ and a
decompressor
are needed to see this picture.
LESSONS?:
•Build and curate your presence
•Own your reputation
•Everything that goes online
can be leveraged for search
QuickTime™ and a
decompressor
are needed to see this picture.
18. Twitter: @AmplifySEM
WHAT’S IT ALL MEAN?
• Content is indeed still king
• But content takes many different forms
• Search engines are trying to present the most timely &
relevant content
• Marketers have got to become content generators
• Content will beget links (authority)
• Links will beget rankings
• Social is an opportunity to create links with content
• So, combine your SEO & social efforts
• Content is indeed still king
• But content takes many different forms
• Search engines are trying to present the most timely &
relevant content
• Marketers have got to become content generators
• Content will beget links (authority)
• Links will beget rankings
• Social is an opportunity to create links with content
• So, combine your SEO & social efforts
19. Twitter: @AmplifySEM
Build Authority: Social Supports SEO
Social Media Reaches the People With the Power to Link
Appealing to the types of users
who have the power to link
will generate more links,
which raises a site’s
authority
What Types of Users Link?
• Website/Blog owners (ie –
they have the ability to link!)
• Participate in social media
sites, forums & groups
• Looking for great “stories”
to shareImage courtesy SEOmoz
20. Twitter: @AmplifySEM
WHAT MAKES CONTENT SHAREABLE?
Find relevance between your keywords and current trends & topics
Tap into topics of
discussion around
a keyword
QuickTime™ and a
decompressor
are needed to see this picture.
Latch on to current topics - find a tie-in
QuickTime™ and a
decompressor
are needed to see this picture.
QuickTime™ and adecompressorare needed to see this picture.
QuickTime™ and adecompressorare needed to see this picture.
21. Twitter: @AmplifySEM
HEDGE YOUR BETS - KNOW THE PLAYING FIELD
7 Scientifically Proven Ways to Get Shared on Facebook - Dan Zarella, HubSpot, FastCompany - 2010
22. Twitter: @AmplifySEM
TAKEAWAYS FOR SEO & SOCIAL
• Both SEO & Social thrive on content
– Create timely content to increase the likelihood
of sharing
• Organizations & marketers must adapt
– Marketing organizations must become publishers
• Break down barriers to publishing
– Timeliness is key
– You need a blog
– Does IT or Legal = business prevention? Fix it.
• Learn to listen, engage
• Both SEO & Social thrive on content
– Create timely content to increase the likelihood
of sharing
• Organizations & marketers must adapt
– Marketing organizations must become publishers
• Break down barriers to publishing
– Timeliness is key
– You need a blog
– Does IT or Legal = business prevention? Fix it.
• Learn to listen, engage
23. So that’s what’s happening with search now -
But what’s in store for the future?
24. Twitter: @AmplifySEM
Are Users Searching on Social Sites?
• Only for people
• “Lazy Web” or “Crowdsourcing” > Users
ask for ideas & recommendations
– Become part of the network
– Join the conversation
– Have a good reputation
• Users fan/follow brands
– Be findable
• Users give opinions on brands
– Monitor and engage
• Users attend offline events / meet ups to
connect over similar interests
– Connect & win fans offline
(engage/sponsor/support/organize)
26. Twitter: @AmplifySEM
BONUS “FUTURE OF SEARCH” TIP
MOBILE INCREASES IN IMPORTANCE
Mobile Internet usage is exploding with
the adoption of smart phones
Mobile searchers are task-oriented,
close to converting
You must consider the mobile
experience for your visitors
Are content needs & conversion points
different?
What about an App?
Many times mobile visits are a result of
social apps - sharing is likely to result
in mobile visits
Is your content mobile-friendly?
PPC can be targeted at mobile
SEO is about the same, but what do
the results look like?
27. Twitter: @AmplifySEM
SEM PUNCH LIST
• Know your keywords & put your finger on the
pulse
• Optimize your site
• Build authority
– No social strategy? Get one.
– Make sure SEM, PR, Social & Creative are talking
– Content - remove barriers to nimble & frequent
publishing
• What’s your mobile strategy?
SEO = Green
PPC = Red
We’re going to focus today’s conversation on SEO (GREEN). Paid is plenty exciting, but it’s a fairly straightforward proposition - buy a keyword, put up an ad, get some clicks. It’s actually much more complex than that to run a profitable campaign, but in terms of developments in search marketing - it’s very process oriented and technical.
Hard to Gauge? Search are among the easiest to measure and most certain tactics - which also makes them valuable and less susceptible to budget cuts
Capturing leads/prospects/potential customers with search and adding them to your house email marketing list can really boost the effectiveness of your overall program
Search gives you the power to better understand your target audience and reach potential customers while they’re actively looking for something. This is different than traditional interruption and frequency-based marketing
You can put your site in front of these searchers through paid ads, and by getting it to rank “organically”
In order to get your site ranked for your keywords - you’ve got to start by focusing on aligning your content - this is what people typically think of when they think of SEO.
To date, the focus of this principle has been aimed squarely at your own web site - So, we optimize a site and beg borrow and steal for links to get it ranked
These principles still very much apply, but the advent of social has changed the techniques and the focus
Let’s briefly look at how it works
So - let’s look at SEO step one. Aligning your content. This will give you a basic idea of where to start in understanding how your site is doing with search engines
Optimizing individual pages barely scratches the surface of what on-site optimization is. Google actually provides quite a bit of information about how they view your site via their Webmaster tools and they provide quite a bit of guidance via webmaster central… Or you can just hire a firm like ours to help you focus on the important stuff for your particular situation.
The frustrating thing about SEO for most site owners is that on-site optimization will only take you so far. If none of your competitors are doing SEO, then you can actually do pretty well - but this is not typically the case these days… So - you’ve got to learn how to develop these other factors
Let’s revisit something that Dayn touched on that will help us understand how to build on those key factors for SEO… and how they apply to your entire presence.
1 - you can use these mediums to improve the rankings of your site
2 - in order for that to work, you also have to apply those SEO principles to each one of these mediums. In other words - in order for your efforts on these platforms to work - you have to “optimize” your presence on each one. Not only the words you use in your profile - but you have to build trust/authority/links/followers/fans/favorites for each one.
THEN Google will look at these other profiles as an extension of your brand… and you’ll be able to put them to work for your site
First two results for amplify interactive are our site and blog, but look at how our social presence has effected the results page
Not only do these social media profiles help us own more of the results page for our brand name, it’s also a cue that Google understands that these social media profiles are relevant to our brand and they will see and use the content that appears on various social media platforms
The simple reality is that even for a product search that’s specific to a brand, potential customers are exposed to many more sources than just the brand’s site… and brands have little to no control over them.
But you can INFLUENCE what appears in the results for your branded terms and ideally make sure your site or one of the properties that you control appears at the top of the results by understanding how search engines consume content and how your marketing efforts can be leveraged for search. These are the basics of what we call “online reputation management”
If social media is like a cocktail party, then what do we know about cocktail parties? We know that people tend to talk about (share) the current topics of the day… Tying your optimized content into current trends and topics will increase the likelihood that people will share it on social media.
Use tools like social mention, google trends and whatthetrend.com
So - an example from the top keyword cloud from social mention, I’ve investigated the topics of conversation related to the iPhone. The words in the tag cloud are the words that appear in conversations about the iphone - so when people are talking about the iphone, they use the word apple a lot. Obvious right? But what else gets talked about in relation to the iphone? Words like “android”, “video”, “jailbreak”, “antenna” are all appearing conversation themes around the iphone. So if you’re creating a piece that’s optimized around the keyword “iphone”, you may want to find ways to tie it in to those topics. One might be about “5 ways to use the new iphone’s video feature” or “how apple’s iphone stacks up against the android”, etc. These pieces would have more of a chance to get shared on social media and create links than a piece that’s just “about the new iphone”.
Key takeaways about getting content shared on Facebook:
The words “how” and “why” appear often in the most shared content pieces
Content with digits tends to get shared more often (ie - lists like “5 reasons why…”, or “7 ways to…” etc)
Content tends to get shared more on Saturdays and Sundays than on weekdays