This document discusses how social media can enhance search engine optimization efforts. It notes that search queries and traffic have increased massively in recent years. It explains that search results are influenced not only by traditional SEO factors like links and content but also by social signals from likes, shares and follows. The document provides tips for optimizing social media properties and content with keywords, increasing social sharing and measuring social metrics to improve search rankings.

1. Social SEO- Enhancing Social Signals to Increase
Search Traffic| 02.07.2013

2. Francis Skipper
VP of Digital Marketing
617-259-1605
francis@451marketing.com
linkedin.com/in/francisskipper
@fskip
www.451Marketing.com

3. Search engine popularity has 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 Results Page (SERP)
Search
Query
Paid
Results
Organic
Results

5. SEO: The Three C’s
Code Content Connections

6. Concept: Digital Shelf Space
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7. 1 Billion Users
500 Million Users

9. Social Media and Search: 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 Affects Search Results
and Rankings
90mm+
Google
users see
personalized
SERPS

11. Google+ Part of Logged-out Results

12. Tweeted URLS Earn Direct Links

13. Bing Results Show Posts by Facebook Friends

15. Digital Shelf Space: Expansion
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BRAND YOUR
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16. Universal Search

17. Universal Search

18. Universal Search

19. Universal Search

20. Google No Longer Search Engine
– Suggestion Engine

21. Facebook Graph Search
Taking Social Search to a New Level

22. Facebook Graph Search
Taking Social Search to a New Level

23. Facebook Graph Search
Taking Social Search to a New Level

24. How We Consume Information
Third Screen

25. Digital Shelf Space: Maximized
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27. Ranking Variables

28. Link Building
Keyword Research & Targeting
Content Quality & Accessibility

29. Traditional Ranking Factors

30. Traditional Ranking Factors

31. Social
Link Building
Keyword Research & Targeting
Content Quality & Accessibility

32. AUTHORITY
external linking
audience sentiment
(and the other guys)
ENGAGEMENT CONTENT
geo-targeted content relevant keywords
social media interaction unique copy and media

33. 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

34. Social Signals

35. Social Signals

36. How To:
Optimize Social Properties and
Content for Search

37. Social Keyword Strategy

38. 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.

39. Choosing Social Keywords
In Google’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.

40. 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

41. Using Social Keywords

42. Optimize URLs

43. Optimize Blogs

44. Optimize Posts and Updates

45. Content Portability

46. Increase Social Signals Linking
Back to Your Site
ASK!

47. Develop a Content Strategy

48. Portable Content
Answers Popular
Questions –
“How To”

49. Portable Content
Newsworthy

50. Portable Content
“Ride the News” –
Trending Topics

51. Portable Content
Top 10s,
Best ofs,
and
Countdowns

52. Make Sharing Simple!
Links to social properties on website
Share buttons with content

53. Reward Social Sharing

54. Measure Social Signals
Segment social traffic
in Google Analytics

55. Measure Social Signals

56. Optimize: Low Hanging Fruit

57. Facebook Open Graph

58. Likes,
Shares,
Social Signals Follows
Social Media Page Ranking
Likes,
Shares,
Paid Assists Follows
Page Ranking
Social Media
& Conversions

59. Using Paid to Enhance Social Signals

60. Takeaways:
1. 2013 is Year of Social Signals
Research keywords and social topics to inspire a social content plan
2. Incorporate SEO Across Platforms
Optimize and socialize all content production (and integrate analytics)
3. ABO: Always Be Optimizing
Establish organizational and interdepartmental goals. Cross train on SEO, social,
and content posting

61. Questions?

62. 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

63. Integrated Communications
The experienced team 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.