advanced seo and social media integration by brandon uttley and roy morejon, social fresh charlotte...
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Advanced SEOAnd Social Integration
Social Fresh Charlotte 2011
Presented By
Roy Morejon, PresidentBrandon Uttley, CEO
http://commandpartners.com
SEO is about reaching customers inorganic search
Organic search is one spoke in the hub
Organic search, like all the other hubs,requires outstanding relevant content
Content marketing is the foundation ofall marketing channels today
Quick Intro
Social media is about sociology and psychology rather than technology.
—Brian Solis
We are in the midst of a massive shift online from a search and intent-based world to a
social, people based world
Social represents a huge opportunity for brands and websites to get increased exposure at a
fraction of the cost of other methods
Social Sharing Is Driving Growth
Pages That Display Tweet Buttons See7x More!Social!Mentions (BRIGHTEDGE)
Sites that featured social sharing for products experienced 3.6% growth in site traffic, versus 0.3% for those that have yet to adopt (L2 Think Tank)
Google reports that the average consumer is discernibly influenced by 10.4 discrete pieces
of information—up from 5.3 sources a year ago (Google Insights)
Social Proof
Think about the richness of thesearch experience today
Compared to bland search results made up mostly of just web pages several years ago
With Google in particular, Universal Search, Personalized Search, Social Search, Instant Search, Local/Mobile, Preview and even the
currently suspended Real-Time Search all factor together to!give users what they’re looking for
Diversity of Search Experience
Competing With Strong Sites
Source:SEOMOZ
Web Page Anatomy
Source:SEOMOZ
SEO is an amplifier and catalyst to Social Media and Content Marketing
Smart marketers know how and when to apply SEO best practices to extend the reach of their social media efforts
Make all your content searchable—but more importantly, shareable
Where to start?
Google Social Analytics
Google Social Analytics
Social Engagement Social Actions Social Pages
Compare visitor behavior
Those who click on sharing buttons vs. those who do not
Do they convert higher?
How many clicked on sharing buttons within a specified date range
Compare for each social source and social source-action combination
Which site pages received social-sharing clicks in a given period
Determine your best/most shared content
Google Social Analytics
http://bit.ly/gasocial
Google Profile Integration
Google SocialContent & Connections
www.google.com/s2/search/social
What’s Working?
Most ImportantSocial Media Factors
Source:SEOMOZ
Everything you do online should be done toincrease the trust that others have in you
“Others” includes both human visitorsand search engine spiders
When you have the trust of those two audiences, you’re perfectly positioned for long-term success
On the social web you have to participateand not just listen to others
Trust Factors
An author’s authority on social networking sites is influencing traditional SEO
Social shows authority—not relevance
!Social signals at best will show thatsomething is “rank worthy”
Social Authority
How Google and others are quantifying social networking authority as a ranking factor within
traditional search engine results page
Trusted endorsements—Just like in real life, the opinions of people in their "circles"influence the decisions they make
What Are Social Signals?
Google Social Signals
Google+
An identity service
Annotations from your networks
Ratings, reviews
New sharing features for sites
Google+
A social network made by Google impacts search (Chris Brogan)
Google has all the data necessary to change search engine results based on social media
Google+
Social connections may improve click-through rates on search ads and organic listings
Traffic is pre-qualified and may increase the engagement of the person on a site!
Search engines trust the“social web”
Google+ Business Pages
Google+ Business Pages
www.google.com/webmasters/+1button
Evidence that some Page content gets crawled
Good news: everything (just about) is potentially indexable via Open Graph
Activities People
Businesses Places
Groups Products/Entertainment
Organizations Websites
Open Graph
http://graph.facebook.com
{ "id": "36603131",
"name": "Jason Keath", "first_name": "Jason", "last_name": "Keath",
"username": "jasonkeath",
"gender": "male", "locale": "en_US"
}
http://graph.facebook.com/jasonkeath
http://graph.facebook.com/socialfresh
Fill out all Page profile information
Choose your page title and URL carefully
Use best practices for sharing(photos, videos, comments, likes)
Facebook Optimization
Tweeted links get discoveredand indexed more quickly
Tweets from high-authority accountsthat get lots of RTs act as links(Google & Bing)
Very good for long-tail keywords
Multiple opportunities for keyword placement
Content/text transcription
Slideshare
http://www.slideshare.net/nickwestergaard/building-your-blog-brand
Well indexed for keywords
Good opportunities for keywords in URLs
Quora annotations shown in search results
http://www.quora.com/Who-are-the-best-recruiters-and-headhunters-for-startups-in-San-Francisco
Who: The customer 2.0What: Conversions and brand loyaltyWhere: Online and on the streetWhen: Today and the days to comeWhy: To make sales and build brand awarenessHow: Content, conversation, positive (trans/inter)actions and actionable measurementHow Not: Explicit sales or advertising or online social behaviors
Goals of Online Marketing
Source: TopRank Online
Social media is impacting search results
You need to build an active, engaged presenceon social media sites
Optimize your site(s) for social media sharing
Encourage users to share your content
Don’t give up on traditional SEO!
To Sum Up
Any questions?
Thank You!
@RoyMorejon
facebook.com/commandpartners
linkedin.com/company/command-partners
@BrandonUttley
@CommandPartners
http://commandpartners.com