Social Media to Feed SEO

Brent D. Payne @BrentDPayne

SEO & Social Media Bald Guy

SEO 101

Links Popularity

Popularity Trust Authority

Authority Similar

Content Relevance

@BrentDPayne

Social Media Helps Create More Links to Your Site

@BrentDPayne

I’ve Heard the Excuses

• Facebook

• Twitter

• Digg

I Don’t Like . . .

• Reddit

• StumbleUpon

These Sites Don’t Fit My Brand . . .

• Blah

• Blah Blah

• Blah Blah Blah Blah

[Insert some other excuse here]

@BrentDPayne

And Some Half-educated Whining . . .

• Twitter

• Facebook

But Social Media Doesn’t Drive Traffic

• Digg

• Reddit

• StumbleUpon

But Social Media is Empty Calories Traffic

• . . . Be on Facebook All Day

• . . . Send Tweets

• . . . Make Stupid Comments on Digg

I’m Not Paying You to . . .

@BrentDPayne

300+ Choices. Pick One. Get Social.

Which Sites Will You Use? @BrentDPayne

Make It Easy to Be Social!

@BrentDPayne

Formula: The Social Media Title

The Viral Content Formula:

• [Number] [Adjective/Superlative] [Key Phrase] [Media Type]

Examples:

• 10 Movies that teach you how to commit crimes.

• 10 iPhone finance apps that count.

• 16 Drinks named for authors and their books.

• 25 Reasons it’s great to be an IT guy (or girl).

• Morgan Freeman’s 5 most memorable movie moments.

@BrentDPayne

Social Media Balance

BEWARE

OF NOFOLLOW

@BrentDPayne

Scrapers

Blog/Site Modules

Increased Awareness

But Remember the Secondary Benefits

@BrentDPayne

Example of How Twitter Can Build Links

147 Retweets Follower Reach 1,841,336 3,502 Visits in 24hrs 512 inbound links in 24hrs!

Brent’s A God!

@BrentDPayne

Twitter Account Types: News Feed

• Use your most frequently updated quality content

• Do NOT ‘at reply’ users from this account

• Do NOT follow people back from this account; follow your own accounts

Create a News Feed from RSS

@BrentDPayne

Twitter Account Types: Employees

• Set some ground rules about proprietary information

• Underscore that company grievances should be addressed with Human Resources

• Provide information to employee about libel/slander and the consequences

• Allow them to promote the company and the competitor

• Allow them to be genuine and personable

• Give them freedom to be themselves in all aspects of their lives

• Understand and accept that mistakes and issues will occur

• Do NOT officially endorse them

Allow Employees to Tweet

@BrentDPayne

Twitter Account Types: Celebrities

• Make it a job requirement to have a Twitter profile

• Give them freedom to be human (i.e. complain about their commute)

• Get them to interact with their followers (follow them back, at reply, DM, etc.)

Force Celebrities to Create Accounts

@BrentDPayne

Twitter Account Types: Brand Persona

• Create a character that your audience can connect with personally

• Spend time to create a decent avatar

• Mimic your brand perception or mimic the target audience demographic

• Create a detailed personality, writing style, interests, etc. for the persona

• Be sure to have the persona engage with the audience via ‘at replies’, ‘direct messages’, and even send event invites

• Keep who’s behind the ‘veil of Oz’ private, always

• Do NOT allow those behind the veil to inject personal opinions inconsistent with the brand persona

• Make it your brand’s social media face

Create a Brand Persona

@BrentDPayne

Get Big Fast: Promote Your Profiles

• Use your readership of print media to promote your twitter profile

• Use your viewership of television to promote your twitter profile

• Promote your twitter profile to your listeners via radio

• Don’t forget the easiest of them all… your website visitors!

Make Your Audience Aware

@BrentDPayne

Get Seen: Use Twitter Directories

• List yourself in the top Twitter directories

• WeFollow, Twellow, Muck Rack, etc.

Use Twitter Directories

@BrentDPayne

Engage the Locals: Have a Tweetup

POUH YOUR COMPETITOR

• Invite top referrers or bloggers specifically

• Pick a decent venue that can handle 2x expected turn out

• Utilize event sites like EventBrite or Meetup.com

• Have one or two celebrities attend to create a draw

• Clarify dress code, theme, location, food or no food, etc.

• Promote the Tweetup from all profiles

• Have large nametags available and plenty of pens

• Take lots of pictures and post them publicly

• Remember to MINGLE!

• Do NOT buy the alcohol!

Tweetup = Local Engagement

@BrentDPayne

Take Off The Gloves: Poach

POACH YOUR COMPETITOR

• Follow those that follow your competitor…and engage with them

Poach Your Competitor’s Followers!

@BrentDPayne

Get A Little Dirty: Cheat/Automate

• Auto-follow all followers of a particular user

• Auto-follow all those that a particular user follows

• Auto-follow those that follow you

• Auto-follow those that tweet a particular keyword

• Auto-follow by geography

• Auto-unfollow anyone that isn’t following you

• Only follow those that have x number of followers but under y number

• Only follow those that have tweeted at least x number of times

• Only follow those that have a non-default profile image

• Setup a tweet for a later date and time

• MUCH, MUCH, MORE!!

Twitter Automation

@BrentDPayne

Facebook

Welcome Page

• Ties your website and other advertising into your Facebook presence

Consistent Brand Image

• Ability to encourage people to ‘like’ the page

Encourages Fans

• Protects new potential fans from seeing potentially negative comments on your wall

Reputation Management

Monitor Your Wall!

• Huge Audience! Huge Responsibility!!

30 Million Fans

• Coca-Cola has two negative comments in just the past 30 mins

Negative Comments

Facebook Photos

• Allow users to tag photos of your brand in photos

• Increased visibility

Allow Tagging of Photos

• Illegal activity, inappropriate behavior, etc.

Monitor for Misuse or Bad Branding

Promote! • Get fans to get you more fans from their friends

Virtual Viral Gifts

• Run sweepstakes or contests

• Be careful of Facebook rules

Sweepstakes/Contests

So That’s Popularity…Now Let’s Talk About Relevance!

Links Popularity

Popularity Trust Authority

Authority Similar

Content Relevance

@BrentDPayne

Be Relevant!

•Discover what the world is talking about

•Discover how the world is talking about

•Discover when the world is talking about it

•Discover where in the world they are talking about it

•Discover why the world is talking about it

•Discover who to engage with when talking about it

•TALK ABOUT IT TOO!

@BrentDPayne

SEO: Where Do I Start?

Weather What are people

searching for? How can I find

out?

Sports

Local News Movies

Politics Fashion

Food

Horoscopes

Travel

@BrentDPayne

Related Terms & Estimated Volume (Month Lag)

https://adwords.google.com/select/KeywordToolExternal

http://www.google.com/trends

Google Hot Trends: Introduction

List of Top Search Terms

• Shows highest volume search terms by percentage of increase

• Updated every hour on the hour

Powerful for . . .

• Breaking news

• Historical top terms by date

• General Education on Searcher Behavior

@BrentDPayne

http://www.google.com/trends

Google Hot Trends: An Indication of Hourly Search Trends

• Volcanic – Extreme volume, usually high competition

• On Fire – High volume, considerably less competition

• Spicy – Strong volume, not worth chasing unless it’s a hyperlocal term or you’re a small site though

• Medium – Medium volume, not worth chasing after

Hotness Factor

• Graph – Watch it and catch terms while they’re still peaking

• Related Searches – Use them in your content to differentiate in high competition times

Other Things to Consider

@BrentDPayne

Google Trends: Compare Search Volume by Terms

http://www.google.com/trends

Compare multiple terms to determine which term receives the highest volume of search traffic.

Use the drop down menus to change the date range and regional data sets.

http://www.google.com/insights/search

Geo-Specific Keyword Research? Use ‘Google Insights for Search’

Discover the top volume search terms by category and geography

Discover fastest rising search terms by category and geography

http://www.google.com/insights/search

Geo-Specific Keyword Research? Use ‘Google Insights for Search’

Discover the top volume search terms by category and geography

Discover fastest rising search terms by category and geography

http://www.google.com/insights/search

Geo-Specific Keyword Research? Use ‘Google Insights for Search’

Discover the top volume search terms by category and geography

Discover fastest rising search terms by category and geography

Contact Us for More Details

Brent D. Payne – SEO & Social Media

Twitter: @BrentDPayne

Facebook: facebook.com/BrentDPayne

Email: bpayne@gmail.com

SEO & Social Media Director

Phone: 312.324.3344

Email: Brent@435Digital.com

Twitter: @435Digital

435Digital.com

More SEO & Social Media Presentations: http://www.brentdpayne.com/presentations

(435 Digital is a Tribune Company)