2013 social media week chicago - improving social media with seo
TRANSCRIPT
/ COVARIO / Social Media Week
©2013 Covario, Inc. All rights reserved.
DAVE ROHRER – SR. SEO – COVARIO
IMPROVING SOCIAL MEDIA WITH SEO
@daver
IMPROVING SOCIAL MEDIA WITH SEOIn 20-minutes or less …
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HOW DO SEARCH ENGINES WORK?
Web pages must be accessible to the search engine crawlers (spiders) Web pages should include unique optimized titles and meta-data Content should be optimized to support target keywords and keyword phrases Offsite optimization must be used to promote site
Optimized Titles
Optimized Descriptions
Optimized Linking
Optimized Content
1.700,000 results for “social media week”
WHAT IS SEARCH ENGINE OPTIMIZATION?What is Search Engine Optimization (SEO)?The active practice of optimizing a website to increase traffic the site receives from search engines
Used as an additional internet marketing strategy, SEO considers how search engines work and what people search for
Optimizing a website to both increase its relevance for specific keywords and to remove barriers to the indexing activity of search engines involves editing its:
CONTENT (What words are used) ARCHITECTURE (Folder structure and addresses) LINK PROFILE (Who links to it)
ELEMENTS OF ON-PAGE SEO
On-Page Optimization elements include:
• URL Optimization• Quality Relevant Content• Titles• H1 Tags• Anchor Text for Keywords• Meta Descriptions• Alt Image Tags• Keywords• Optimized Video and Image Assets• Clean Code• Fast Loading Site• Conversions• Schema .org and RFDa
ELEMENTS OF OFF-PAGE SEO
Off-Page Optimization elements include:
• Tweets• Quality External Links• Likes• Pins• Comment Links• Authoritative External Links• Directory Links• Weak External Links• Citations and Brand Mentions• Stumbles
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QUICK SEO CHECKLIST
CMS Optimization
Template Optimization
Information Architecture
Flash Optimization
Website Compliance
Pages Discoverable
Content is visible
Technical
Titles
Metadata
Headers
Content
Content Includes Keywords
Internal Linking
All Assets are Available & Optimized
Popularity
Link Optimization
Content Syndication
Optimize Press Releases
Associate with Relevant Neighborhoods
Increase Entry Points
Social Media Optimization
Analytics
Keywords
Traffic
Page Views
Position
Qualified Leads
Conversions
ROI
Marketing
SEO PROCESS
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KEYWORD RESEARCH AND SELECTIONKeyword Research
& Selection
Aggregate Keywords
Additional Keyword Research
Keyword Density Analysis
Gold-list Keywords
Map Gold-list Keywords to PLP’s
Finalize Keywords
Sources:Historical Paid Search DataInternal Search DataClient’s Current ContentCompetitor WebsitesGoogle Keywords ToolGoogle TrendsBingWord Tracker
Client Input
Dependence:Approved scope and SEO planSite RedesignClient Keyword Approvals
Categorize Keywords Into Tiers
TEAMS
TYPICAL MARKETING ORGANIZATION
Where are you?
COMPANY DEPARTMENTS
Source: http://cisacertified.blogspot.com/2011/07/identifying-roles-in-corporate.html
Marketing
IT
COMPANY DEPARTMENTS
Marketing Security Manufacturing Risk Management
Sales IT Legal Department Community Affairs
Operations Research & Development
Purchasing Logistics
Customer Service Public Relations Business Development
Client Services
Human Resources Marketing Communications
Analytics Social Media
Accounting Department
Purchasing Finance Media
Information Management
Web Development
App Development Market Research
SEO’S TYPICAL WORKING RELATIONSHIPS
Marketing Security Manufacturing Risk Management
Sales IT Legal Department Community Affairs
Operations Research & Development
Purchasing Logistics
Customer Service Public Relations Business Development
Client Services
Human Resources Marketing Communications
Analytics Social Media
Accounting Department
Purchasing Finance Media
Information Management
Web Development
App Development Market Research
MY RECENT RELATIONSHIPS AS SEO
Marketing Security Manufacturing Risk Management
Sales IT Legal Department Community Affairs
Operations Research & Development
Purchasing Logistics
Customer Service Public Relations Business Development
Client Services
Human Resources Marketing Communications
Analytics Social Media
Accounting Department
Purchasing Finance Media
Information Management
Web Development
App Development Market Research
MY RECENT RELATIONSHIPS AS SEO & SM
Marketing Security Manufacturing Risk Management
Sales IT Legal Department Community Affairs
Operations Research & Development
Purchasing Logistics
Customer Service Public Relations Business Development
Client Services
Human Resources Marketing Communications
Analytics Social Media
Accounting Department
Purchasing Finance Media
Information Management
Web Development
App Development Market Research
@daver #smx #21B / 16 / ©2012 Covario, Inc. All rights reserved.
MARRIAGE MADE ONLINE?
SEARCH & SOCIAL SYNERGIES
Contribution or Social Push
Higher Search Rankings
(Contributive Popularity)
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IN ACTION
Read More: http://www.covario.com/2013/08/measuring-your-content-marketing-efforts-with-rio-seo-social-analytics-5/
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HOW TO AVOID A DIVORCE
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WIL PUT IT BEST
Full PPT: http://www.slideshare.net/wilreynolds/enterprise-seo-link-strategies-for-busy-marketers
ENJOY SOCIAL MEDIA WEEK!