Optimizing Search Through Social Media


Published on

Optimizing for search is essential and social media can help improve SEO. Learn more through this presentation.

Published in: Technology
1 Like
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Optimizing Search Through Social Media

  1. 1. Social Media and Search Presented by Arnie Kuenn Twitter @ArnieK or @VerticalMeasure #SMAZ
  2. 2. Optimizing for Search is Critical <ul><li>When someone types a keyword into the search box, there are only two possible outcomes: </li></ul><ul><ul><li>They will find you. </li></ul></ul><ul><ul><li>They will find your competitor. </li></ul></ul>Twitter @ArnieK @VerticalMeasure #SMAZ
  3. 3. Search Marketing Reality <ul><li>Organic search traffic can be so valuable, it can sustain an entire business. </li></ul><ul><li>Organic search rankings are something you can work to influence , but ultimately you do not control them. The search engine algorithms make that call. </li></ul>Twitter @ArnieK @VerticalMeasure #SMAZ
  4. 4. Why Invest In Search? <ul><li>The #1 position will get clicked 43% of the time! </li></ul><ul><li>Natural search results receive many more clicks than paid search </li></ul><ul><li>Natural search converts 30% better than paid search </li></ul><ul><li>Clicks are Free </li></ul>Twitter @ArnieK @VerticalMeasure #SMAZ
  5. 5. What Happened in 2009? <ul><li>Google: Made ~540 changes in 2009. They update the algorithms almost every week. </li></ul><ul><li>Search Engines got even better at eliminating spam. </li></ul><ul><li>Quality backlinks became much more important last year, weak backlinks became almost worthless. </li></ul><ul><li>If the link is easy to get, the search engines know it. </li></ul><ul><li>Social Media “signals” became a real factor. </li></ul>Twitter @ArnieK @VerticalMeasure #SMAZ
  6. 6. What to Expect in 2010 <ul><li>Quality in Search Optimization (SEO) </li></ul><ul><ul><li>Create Engaging, Unique Content </li></ul></ul><ul><ul><li>Optimization Each Page You Want To Rank </li></ul></ul><ul><ul><li>Get Trusted Inbound Links </li></ul></ul><ul><li>Changing Search Results </li></ul><ul><ul><li>Personalized Search: You need to be there to be considered </li></ul></ul><ul><ul><li>Universal Search: Capture real estate with local, video, press and blog posts </li></ul></ul><ul><li>Social Media influence </li></ul><ul><ul><li>Signals & Real Time Results </li></ul></ul>Twitter @ArnieK @VerticalMeasure #SMAZ
  7. 7. How Does Social Influence Search? <ul><li>It can influence the actual rankings for your website </li></ul><ul><ul><li>Mentions & Signals </li></ul></ul><ul><ul><li>Backlinks </li></ul></ul><ul><li>Social Media actually appears in the search results </li></ul><ul><ul><li>Real-time search </li></ul></ul><ul><ul><li>Blog posts </li></ul></ul><ul><ul><li>Images </li></ul></ul><ul><ul><li>Video </li></ul></ul>Twitter @ArnieK @VerticalMeasure #SMAZ
  8. 8. Example Search Results Twitter @ArnieK @VerticalMeasure #SMAZ (reputation management too)
  9. 9. How Does it Work Today? Bot or Spider Twitter @ArnieK @VerticalMeasure #SMAZ
  10. 10. Title tag Content H1 tag Bold What Does It Look For? Twitter @ArnieK @VerticalMeasure #SMAZ Meta Description Award winning SEO Link Building Services. Vertical Measures is a reputable, USA Internet marketing company helping businesses get more website traffic thru higher search engine rankings, link building, social media, local search, and search engine optimization.
  11. 11. Search Engine Results Indented Listing Local Listing Twitter @ArnieK @VerticalMeasure #SMAZ
  12. 12. Your Website: Create Good Content <ul><li>Build pages around your keywords </li></ul><ul><li>Add real value to the web visitor </li></ul><ul><ul><li>Unique </li></ul></ul><ul><ul><li>Informative </li></ul></ul><ul><ul><li>Entertaining </li></ul></ul><ul><li>Who do you link to? </li></ul><ul><ul><li>Good neighbors </li></ul></ul><ul><ul><li>It’s your reputation </li></ul></ul>Twitter @ArnieK @VerticalMeasure #SMAZ
  13. 13. Proper On-Page Optimization (in order of importance for 2010) <ul><li>Links - internal & external </li></ul><ul><li>Freshness of content & keyword usage </li></ul><ul><li>Title tag ( viewed in results ) </li></ul><ul><li>Image Alt text </li></ul><ul><li>H1 tag </li></ul><ul><li>Description meta tag ( viewed in results ) </li></ul><ul><li>URL structure </li></ul><ul><li>Page load times (Google Caffeine) </li></ul>Twitter @ArnieK @VerticalMeasure #SMAZ
  14. 14. What NOT to do on Pages <ul><li>Try to fool the search engines </li></ul><ul><li>Keyword stuffing </li></ul><ul><li>More links than text </li></ul><ul><li>Any content that is not of value to your visitor </li></ul>Twitter @ArnieK @VerticalMeasure #SMAZ
  15. 15. Biggest Factor is Still Inbound Links <ul><li>The best links: </li></ul><ul><ul><li>From trusted sites </li></ul></ul><ul><ul><li>Have proper anchor text </li></ul></ul><ul><ul><li>Have varied anchor text </li></ul></ul><ul><ul><li>Are from many different domains (new 2010) </li></ul></ul><ul><ul><li>Determined editorially (Social!) </li></ul></ul>Twitter @ArnieK @VerticalMeasure #SMAZ
  16. 16. Social Media in Search Results <ul><li>Videos, Images, Blog Posts, Profiles, Tweets, Updates… they all appear in search results (Fred Example) </li></ul><ul><li>You still need to optimize Social/Profiles where possible: </li></ul><ul><ul><li>titles, keywords, tags, descriptions, etc. </li></ul></ul><ul><li>Try to build links to them too. </li></ul>Twitter @ArnieK @VerticalMeasure #SMAZ
  17. 17. The Best of Both – Social & Search <ul><li>Build Great Content & Promote it </li></ul><ul><li>Good for Social Media? </li></ul><ul><ul><li>Is it “Link Worthy”? </li></ul></ul><ul><ul><li>Can you promote it? </li></ul></ul><ul><li>Examples: </li></ul><ul><ul><li>Lists </li></ul></ul><ul><ul><li>Case Studies </li></ul></ul><ul><ul><li>Comparisons </li></ul></ul><ul><ul><li>Satire & Parody </li></ul></ul><ul><ul><li>Interviews </li></ul></ul><ul><ul><li>Polls & Surveys </li></ul></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><li>Contests (detailed example, next) </li></ul></ul><ul><ul><li>Promote it using social media!!! </li></ul></ul>Twitter @ArnieK @VerticalMeasure #SMAZ
  18. 18. Example: Run Contests! <ul><li>Bridal Contest </li></ul><ul><li>Answer 3 questions: </li></ul><ul><ul><li>Your engagement story </li></ul></ul><ul><ul><li>Your wedding day theme plan </li></ul></ul><ul><ul><li>What is special about your wedding that you shall win this free sponsorship? </li></ul></ul><ul><li>Facebook Ad </li></ul><ul><li>Increased followers on Twitter through regular tweets </li></ul>Twitter @ArnieK @VerticalMeasure #SMAZ
  19. 19. Big Companies Too! <ul><li>Major hotel chain has us working many different promotions </li></ul><ul><ul><li>Attend a Motor Sports event, get a discount </li></ul></ul><ul><ul><li>Visit Disney, get a discount </li></ul></ul><ul><ul><li>Attend LPGA event, get a discount </li></ul></ul><ul><ul><li>Go to a Little League Baseball game, get a discount </li></ul></ul><ul><ul><li>Multi-night stay, get Double Rewards </li></ul></ul><ul><ul><li>Multi-night stay, get $50 Gift Card </li></ul></ul>Twitter @ArnieK @VerticalMeasure #SMAZ
  20. 20. Even Internet Marketing Companies! <ul><li>Boost Your Juice </li></ul><ul><ul><li>$5,000 Grand Prize and $1,000 for 2 nd Place </li></ul></ul><ul><ul><li>Submit essay telling us why they should win </li></ul></ul><ul><ul><li>Chose finalists and had the public vote on it </li></ul></ul><ul><li>Promoted via Twitter, FB, PR & Blogger Outreach </li></ul><ul><li>Own first 14 results on Google for “boost your juice” ( branding ) </li></ul><ul><li>Over 2,000 visitors to just the contest page </li></ul><ul><li>Links from more than 50 different sites </li></ul><ul><li>Another simple one for Valentines (SEO Poem) </li></ul>Twitter @ArnieK @VerticalMeasure #SMAZ
  21. 21. Other Examples of Using Content <ul><li>Video Interview Series (#6 “Internet Experts”) </li></ul><ul><ul><li>Watch Jeramie McPeek for some great ideas </li></ul></ul><ul><li>Videos on SEO Tips (#5 “SEO Videos”) </li></ul><ul><li>Post on 50 Blog Topics (#3 “Corporate Blog Topics”) </li></ul><ul><li>Image Posts (car crashes, tattoo, parrot flower) </li></ul>Twitter @ArnieK @VerticalMeasure #SMAZ
  22. 22. Have a Corporate Blog <ul><li>24% of our page views come from our blog posts (~4,000 per month) </li></ul><ul><li>We make 8 new posts per month </li></ul><ul><li>Gives us a vehicle to post new link worthy content </li></ul><ul><li>Keeps the search engines coming back </li></ul><ul><li>Internal linking </li></ul>Twitter @ArnieK @VerticalMeasure #SMAZ
  23. 23. Social & Search – Other Ideas <ul><li>Widgets & Badges </li></ul><ul><li>Licensing of Content or Tools </li></ul><ul><ul><li>Research results, white papers, free tools, etc. </li></ul></ul><ul><li>Article Placement </li></ul><ul><ul><li>Write authority articles and ask to place them </li></ul></ul>Twitter @ArnieK @VerticalMeasure #SMAZ
  24. 24. Thank You! Q & A