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How to Create a Dynamic Social Keyword Strategy 2.19.13
The document discusses the importance of social SEO in enhancing social signals to boost search traffic, highlighting the integration of social media and search engines. It outlines strategies for optimizing keywords, analyzing social ranking factors, and creating a content plan based on current trends. It emphasizes the need for brands to continuously adapt their keyword strategy and leverage social interactions to improve search engine results.
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How to Create a Dynamic Social Keyword Strategy 2.19.13
- 1. Social SEO- EnhancingSocial Signals to Increase Search Traffic| 02.07.2013
- 2. Max Silver Social MediaSpecialist 617-329-9835 msilver@451marketing.com www.linkedin.com/in/maxesilver @maxesilver www.451Marketing.com
- 3. Search engine popularityhas increased Worldwide, 1,722,071,000,000 searches conducted on Google last year. (Yes, that’s trillion) 4,717,000,000 Per Day
- 4. Search Engine ResultsPage (SERP) Search Query Paid Results Organic Results
- 5. SEO: The ThreeC’s Code Content Connections
- 6. Concept: Digital ShelfSpace YOUR BRAND YOUR BRAND YOUR BRAND YOUR BRAND
- 7. 1 Billion Users 500 Million Users
- 9. Social Media andSearch: A Brief History Indirect Queries Social Media Search Traffic Direct SEO Social Media Search Results Likes, Shares, Social Signals Follows Social Media Page Ranking
- 10. Social Directly AffectsSearch Results and Rankings 90mm+ Google users see personalized SERPS
- 11. Google+ Part ofLogged-out Results
- 12. Tweeted URLS EarnDirect Links
- 13. Bing Results ShowPosts by Facebook Friends
- 15. Digital Shelf Space:Expansion YOUR YOUR BRAND BRAND YOUR YOUR BRAND BRAND YOUR BRAND YOUR BRAND YOUR BRAND YOUR YOUR BRAND BRAND YOUR BRAND
- 16. Facebook Graph Search TakingSocial Search to a New Level
- 17. How We ConsumeInformation Third Screen
- 18. Digital Shelf Space:Maximized YOUR YOUR BRAND BRAND YOUR YOUR BRAND BRAND YOUR BRAND YOUR BRAND YOUR BRAND YOUR YOUR BRAND BRAND YOUR BRAND
- 20. Social Ranking Factors •How many social followers/fans you have • How many re-tweets, likes, shares, +1s • Who is sharing your content, their authority, their reputation • Popularity and quality of content • Timeliness and “trust” of content • Patterns
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- 22. Choosing Social Keywords •Come up with a list of 10 keywords that includes: • 5 static terms you would like to rank for throughout the year • 5 flexible terms that change with the content on your site or blog. • Start this process by checking your Google Analytics account and finding your top keywords • Round off your list with “must win” keywords. These are terms you would like to consistently rank higher.
- 23. Choosing Social Keywords InGoogle’s (free) Keyword Tool, we can enter general terms that relate to the main theme. The tool will then list suggestions for related keywords as well as their search volumes.
- 24. Choosing Social Keywords •Before you solidify your list, you should enter your keywords into the Google Trends tool. • If the graph shows very little activity for “head” terms, you may want to reconsider using them. • Low activity on “long tail” terms may be an avenue of opportunity
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- 29. Optimize Posts andUpdates
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- 34. Takeaways: 1.2013 is Year of Social Signals Research keywords and social topics to inspire a social content plan 2. Define a Social Keyword Strategy Build out both static and flexible keywords to use across social platforms 3. ABO: Always Be Optimizing Constantly be using your social keyword strategy, as well as updating your flexible keywords based on trends
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- 36. About 451 Marketing •Founded in 2004 • National communications agency based in Boston and representing Los Angeles, New York, San Diego, and Las Vegas • Managing Partners Nicholas Lowe, AJ Gerritson, and Tom Lee • Named a 2011 and 2012
- 37. Integrated Communications The experiencedteam at 451 Marketing specializes in integrating public relations, social media, and search marketing tactics into dynamic communications campaigns. We work with brands to build awareness, engage customers, and drive business using custom, integrated communications campaigns.