mastering social seo integration at ses san francisco
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Dan Cristo, Catalyst's Director of SEO Innovation, discusses the integration of Social Media and SEO in his presentation at SES San Francisco session: Developing an Integrated Social-Search Strategy. Learn more here: http://www.prweb.com/releases/2013/9/prweb11091791.htmTRANSCRIPT
San Francisco • September 10–13, 2013 • #SESSF @SESConf
Mastering Social SEO IntegrationDan CristoDirector of SEO Innovation
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
How can social media improve organic rankings?
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
Top Ranking Factors 2013
Sources: SearchMetrics 2013 US Ranking Factor Study
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
7 Out of Top 8 are Social Signals
Sources: SearchMetrics 2013 US Ranking Factor Study
“Pages from brands often lack perfect page optimisation, but on average they have a lot of very good links and in most cases strong social signals, and rank in top positions.”
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
Correlation is not Causation
Sources: SearchMetrics 2013 US Ranking Factor Study
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
High quality contentas measured by social interactions and backlinks
The real cause is…
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
How do we create the highest quality answers to consumers questions?
The key to SEO then is…
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
PlanningResearch, ideation and strategy
MeasurementListening, tracking and performance analysis
DevelopmentContent creation and asset
management
DistributionContent placement and syndication
OptimizationSearch, Social and
usability optimization
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Content Development Framework
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
1PlanningBrands must become storytellers• Everything you say from the first word to the last is leading to a singular goal• Provide an over arching theme• Make the reader care
• Promise the story will lead somewhere that matters• Deepen our understanding of who we are• Evoke wonder• Share a truth from your experience• Express values you feel at your core
• Make them work for their meal• Create a knowledge gap• Introduce drama (anticipation mingled with uncertainty)• Create a conflict with doubt of outcome
Credit: http://www.youtube.com/watch?v=KxDwieKpawg
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
1Storytelling PrincipalsEvery story must have at least these three things1. A setting2. Signature elements that are unique and defining3. Conflict – emotions, drama, struggle or tension
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
1Tell a Story
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
What Story is RedBull Telling?
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
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What Story is Rockstar Telling?
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
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What Story is NOS Telling?
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
Development 2
Move Beyond Text1. Articles with images get 94% more total views2. Engagement rate on Facebook for photos averages 37% higher level of
engagement for photos3. Including a photo and a video in a press release increases views by over 45%4. 60% of consumers are more likely to consider or contact a business when an
image shows up in local search results5. In an online store, quality images are more important than product-specific
information (63%), a long description (54%) and ratings and reviews (53%)
Scale content creation by converting existing content into different mediums
Sources: National Retail Federation/Brightlocal/PR Newswire/Skyward/Web Liquid/Alexa/New York Times
Scalability Tip
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
Wealth In America Study 2
Whitepaper
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
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2
Blog Post
Wealth In America Study
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
2
Infographic
Wealth In America Study
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
2
Podcast
Wealth In America Study
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
Video
2Wealth In America Study
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
Optimization3
Cross-Platform Optimization Principals• Choose 1 broad theme with 1-3 specific keyword phrases• Select the appropriate category• Write a compelling, click-worthy description• Tie your content to other content sharing the same theme• Provide the highest quality resolution• The shorter the better
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
Distribution4
Comedy Central 45k viewers
15k viewers
55k viewers
TV Land
Telemundo
USA Networks
40k viewers
Sources: These are fictitious numbers for example purposes only
How syndication works
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
Your Content
FollowersFollowers
Fans
Loyal consumers
Friends
Family
EmployeesPeers
Industry
Content shows in search results
4
Syndication Tribe
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
4
Triberr
Sources: http://triberr.com
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
Content is created
Initial shares
Content is ranked
Syndicated Shares
Users discover content through
search
Users like content and follow
Growing the tribe 4
Social -> SEO Cycle
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
Measurement5
Was our content successful?• Awareness
• How many impressions?• How many visits/views?• Do brand searches increase?
• Engagement• Average time on page?• Did they share the content?• Did they view similar content afterwards?
• Action• Did they comment?• Did they follow or subscribe?• Did they convert into a lead or sale?
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
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Bran
d Ke
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arch
Inde
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Google Trends LPL 90% UPL 90%
Social Media Engagement
Begins
+20% Brand searches
+15%Online sales
20% lift in search behavior, because of social media engagement
Social Driving Search5
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
PlanningResearch, ideation and strategy
MeasurementListening, tracking and performance analysis
DevelopmentContent creation and asset
management
DistributionContent placement and syndication
OptimizationSearch, Social and
usability optimization
1 2
3
4
5
Content Development Framework
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
2014 & BeyondIn 2013, organic CTRs have dropped minimally for all positions, with mid-range rankings (positions 3, 4, and 5) showing slightly higher CTRs.
Full CTR study available in October on CatalystSearchMarketing.com
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
Google Pushing Organic Down
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
Search Beyond Google
Emerging DestinationsThese search algorithms are even more heavily dependent on social activity than web based engines
San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@dancristo
Thank You