Venn and the Art of Search Engine Maintenance

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Presentation on the increasing overlap between Social, PR and SEO Delivered at the London International Ski Exchange, October 2012

Venn and the Art of Search
Engine Maintenance
Presented by Iain Martin, Skipedia

“Twitter data especially plays a role in web search:
Retweets are a new form of link building”

Danny Sullivan, Search Engine Land

“There is strong correlation between the amount of
tweets about a URL, and its Google ranking”

Felicity Crouch, Branded 3

“SEO is not dead – it’s just having an
identity crisis”

Iain Martin

Presented by Iain Martin, Skipedia Travel Marketing
If you would like to find out more about the social media, SEO or other
online marketing services that Skipedia can offer, please contact me:

iain@skipedia.co.uk
07703 173576

Within the digital PR industry, we're seeing a bigger and bigger desire for virality over consistency when it comes to link building campaigns with huge hitters getting 1000+ links. These are amazing results, but the reality is in Aira's experience is that it doesn't happen all the time. Shannon will talk through Aira's recent 'State of Link Building' findings and explain what a good amount of links to a campaign is, whilst sharing tips on how to bounce back from a campaign fail given how saturated the media landscape is right now.

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How to use Social Media to Boost your SEO

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When it comes to Search Engine Optimization (SEO), it’s commonly believed that social media signals don’t directly impact where your website ranks in the search engines. So why bother? Well, social media may not have a direct impact on your SEO, but it still plays a momentous role in getting your content in front of a bigger audience. This means that investing time and money in social media can produce something of a multiplier effect. Think about it this way: you create a great piece of content on social media, such as an original infographic, that attracts some pickup from other users. From here, people are more likely to publicize the data, which may in turn generate more clicks through to your site, which may ultimately lead to site visitors becoming shoppers and entrusting you with their money.

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The document summarizes a panel discussion at C3NY about modern search marketing tactics. The panel included Danny Goodwin moderating speakers Ren Lacerda from Wayfair, Patricia Atrian from Ticketmaster, Thom Craver from CBS Interactive, Ali Harris from Bitdefender, and Christoph C. Cemper from Link Research Tools. The panel discussed ways search marketers can think outside traditional SEO approaches to win in today's search environment.

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The document discusses 3 approaches for improving how organizations use social media. It recommends: 1) Driving social media efforts towards specific business objectives like awareness, donations, or community building. 2) Creating useful, value-driven content rather than advertisements since people are more likely to share useful content than ads. 3) Designing content using the S.T.E.P.P.S framework (Social, Triggers, Emotion, Public, Practical, Stories) to increase shareability.

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The document discusses strategies for using social media for business. It notes that the fastest growing demographic on Twitter is 13-18 year olds. In 2013, social media overtook email and became the number one internet activity. 48% of Facebook's daily active users are mobile only. The keys to social media success include knowing your audience, being honest and open, sharing interesting content regularly, listening to your audience, and building relationships. A company's website and blog are important central parts of its social media strategy.

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This document discusses how to drive authority without building external links by reclaiming lost link value and improving existing link equity distribution through tactics like fixing broken backlinks, redirecting legacy websites, auditing redirect types and chains, and improving internal linking and navigation on a website. The goal is to get a return on time spent and reduce reliance on third parties by better utilizing existing link equity.

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Social Media

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Facebook receives more weekly web traffic in the US than Google. Social media gives startup businesses advertising opportunities alongside large corporations. Content marketing through social media is replacing traditional social media marketing as people find products through social content instead of searches. Most companies feel social media use is necessary, though successfully implementing a strategy can be challenging. Big brands have found success through interactive social media campaigns, while some promotions from other brands have faced backlash.

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The document discusses various topics related to Twitter including what Twitter is used for, who uses it, and how businesses can utilize it. Some key points covered include that Twitter can be used for social text messaging, breaking news, customer service, and networking. The document provides case studies of how companies like Skittles, SquareSpace, and Absolut used Twitter campaigns effectively. It also discusses best practices like following industry experts, using hashtags, and engaging with others on Twitter to promote events.

SEO and Social Signals - John Dempsey

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John Dempsey from G5 presented on how to connect social media and search engine optimization strategies. He discussed how over 70% of apartment hunters search online, and how businesses can improve their domain authority and user experience by adding quality content and links to trusted social media platforms like Facebook and Twitter. By carefully managing backlinks and developing authority through linking to relevant sites, businesses can amplify their social presence and see increased site engagement and improved search engine results page rankings.

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Instead of focusing on how activity volume, a supply chain and ocean freight management technology platform, took a marketing for sales approach meaning that the company wasn't worried about the number of connections, group members, website traffic and platform views. The company was focused on driving thought leadership that drives next step actions and makes it easier for sales to move conversations forward. Check out this presentation to see the value this company gained from a marketing for sales approach on LinkedIn.

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