SEO and social media teams can work together to boost each other's success. Strategies include using promoted social media posts to scale link building efforts, jointly creating engaging content based on analytics, and leveraging influencer relationships to build brand awareness and acquire links. Regular communication between teams is important, including setting shared goals and metrics to track progress.

1. Ways SEO & Social
Can Work Together to
Make Each Other
Insanely Successful5
@PurnaVirji

2. • Senior Marketing Manager at Stroll
• Proud Mom
• Columnist at Search Engine Watch
• Speaker at SMX, Affiliate Summit, eTail &
More
@PurnaVirji

3. • Leveraging relationships & building
synergies
@PurnaVirji
• Great tactics for outreach & promotion
• Content creation & marketing tips
• Brand & reputation management
• Goal tracking & effective communication

4. Promoted Posts to Scale
Outreach & Link Building
“Traditional link building can be
made drastically more effective by
tying in some strategic paid
promotions.”
@PurnaVirji

5. @PurnaVirji

6. @PurnaVirji
http://bit.ly/17TxGF6

7. @PurnaVirji

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12. • Be prepared for trial & error
• Let the community manager &
SEO team work together, with
advice from PPC teams
• Make sure your content is
really good
• Ensure the CM responds to all
comments
@PurnaVirji

13. More Effective
Content Creation
“A joint brainstorming session based
on solid analytics can help ensure a
steady stream of killer content that
works for you every time.”
@PurnaVirji

14. @PurnaVirji
Image Source: www.semwisdom.com

15. @PurnaVirji

16. • SEO monthly plan
• Content for Most Effective Link
Building
• Content for Most Engagement
• Target demo data
• Key topics by demo
@PurnaVirji

17. @PurnaVirji

18. • Do more of what works
• Spend Budget more effectively
• More effective planning
@PurnaVirji

19. @PurnaVirji
Community Manager

20. @PurnaVirji

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23. Engaging Influencers
“Encourage the social media team
to build strong relationships with
influencers to help with link
building.”
@PurnaVirji

24. @PurnaVirji
Image Source: www.richardrbecker.com

25. @PurnaVirji
http://www.forbes.com/sites/haydnshaughnessy/2012/01/25/who-are-the-top-50-social-media-power-influencers/

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27. @PurnaVirji
Community Manager Influencers Audience
6 months

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31. Brand Awareness and
Reputation Management
“How your community manager can
help to build the brand to help SEO
efforts.”
@PurnaVirji

32. • Lesser known brands=harder outreach
• Social helps build brand awareness
 Share valuable & interesting content
 Reputation for excellence
 Showcase personality
 Provide value to stand out
• SEOs can:
 Prove legitimacy of brand
 Leverage a strong community
 Increase outreach success
@PurnaVirji

33. @PurnaVirji

34. @PurnaVirji
• Negative reviews = Hurt SERPs
• Monitor social media to nip things in the bud
 Sprout Social
 Trackur
 Hootsuite
 Social Mention
• Frontline defense for customer service
 Design damage control strategy
 Act quickly and swiftly
 Take personal interest & follow up
 Avoid escalation to sites like ripoffreport
Image Source: wardsix.blogspot.com

35. @PurnaVirji
Image Source: socialfresh.com
Image Source: shopify.com

36. @PurnaVirji
• CM = your connection to the customers.
 Helpful for unique content
 Use testimonials for CRO efforts
 Also help with clout on social media
• Be creative
 Contests – e.g. Best product use
 Video testimonials
 Success stories
• Consider surveys or polls to help shape strategy.

37. @PurnaVirji
Image Source: www.business2community.com

38. Goal Tracking &
Communication Schedules
“How to most effectively manage the
teams on a day to day basis to
optimize synergies and how to set
and track success metrics.”
@PurnaVirji

39. • Daily: Stand-up meetings
• Weekly check-ins:
 Review content calendar
 Targeting for upcoming posts
 Progress checks
 Performance of KPIs
 Strategy tweaks
• Monthly brainstorming sessions:
 Influencers to target
 Outreach content
 Future direction
@PurnaVirji
Image Source: www.usm.maine.edu

40. • Specific & Measurable Goals
• Applicable for both teams
• Defined sets of KPIs:
 Orders- Source “Buckets”
 Links Acquired – Result of
outreach
 Interactions-
Reach, shares and
comments
@PurnaVirji

41. @PurnaVirji
Image Source: www.troll.me

42. @PurnaVirji
Say Hello or Ask Questions Anytime:
http://www.linkedin.com/in/purnavirji
https://twitter.com/purnavirji
Read More At:
http://searchenginewatch.com/author/2499/purna-virji