seo & social media: a winning strategy
DESCRIPTION
It is more important than ever that organizations align search and social media to improve organic visibility and increase website traffic. This presentation will explore ways that companies and organizations of all shapes and sizes can promote content through social networks, build authority, increase following, drive traffic, and boost search engine relevancy. Participants will walk away with a checklist of best practices for aligning social media and search for maximum results.TRANSCRIPT
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SEO & Social Media
A Winning Strategy
SEO Social Media
A Winning Strategy
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By: Jeff Rum, President + CCO SPARK Experience
For Social Media Week DC 2013
@sparkexperience
Jeff Rum President + CCO
Follow me on twiMer @jsrum Live tweeQng today @sparkexperience #SMWSearchSocial [email protected]
SPARK Experience
@sparkexperience @jsrum 3
@sparkexperience
Jeff Rum President + CCO
Follow me on twiMer @jsrum Live tweeQng today @sparkexperience #SMWSearchSocial [email protected]
SPARK Experience
@sparkexperience
SEO or Social Media?
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80%
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93% of online experiences begin with a search engine
Source: Search Engine Journal
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Search is the #1 driver of traffic to websites, beaHng social media by more than 300%
Source: Outbrain Content Discovery and Engagement Report
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What about Social Media?
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67% of customers will like a Facebook page to save 25% or more.
Source: mediabistro
67% of customers will like a Facebook page to save $
Source: mediabistro
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In the beginning…
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SEO Checklist
ü Keyword Research ü Meta Tags ü Title Tags ü Site Map ü URL Structure ü Landing Pages ü Link Building
SEO Sam
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Social Media Checklist
ü Social Strategy ü Platform Setup ü Create Blog Content ü Tweet, Post, Blog ü Comment ü Guest Blog ü Track and Analyze
Social Media Suzie
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2 Skill Sets
2 People/Teams
2 Strategies
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February 22, 2011
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Space ShuYle Discovery took its final flight from Kennedy Space Center
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The Caps shut out the Penguins
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Jeffrey Rum just started the day off with the best cappuccino -‐-‐ at CremCaffe.
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Google Panda
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Organic
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70% of the links search users click on are organic.
Source: Search Engine Journal
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ü Separate low-‐quality content from high-‐quality content
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Google Panda Goals
ü Concentrate on clout & authority
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Separate low-‐quality content from
high-‐quality content
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Low Quality Factors
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• Fake (Paid) Blogs
• Duplicate Content
• Too Many Ads
• “Shallow” Content • Code Errors
• No Contact Info
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High Quality Factors
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• Domain History
• Unique Content
• Quality Content • Validated & Accessible Code
• A Brand Name
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create content for
PEOPLE not search engines
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SEO rocks now!
#ilovepanda
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But what about my keyword-‐stuffed pages?
#pandasucks
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Concentrate on Clout & Authority
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Google has listed out some quesHons for you as a guideline to produce what they believe is “authoritaHve content”
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• Is this arQcle wriMen by expert/enthusiast who knows the topic well, or is it more shallow in nature?
• Is the site a recognized authority on its topic?
• Is this the sort of page you’d want to bookmark, share with a friend, or recommend?
• Would you trust the informaQon presented in this arQcle?
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Forget about more links. Think: beYer links.
“There is no beMer link than a contextual link from keywords you specify, from a content-‐rich page that you opQmized, on an authoritaQve site that is relevant to your own site.” -‐ Social Media Today
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Panda started to change the relaHonship between SEO and social media.
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April 24, 2012
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Facebook's filings revealed that each user is worth a mere $4.81
a year to the company.
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Romney won primaries in PA,CT, RI, DE, & NY, claiming the GOP nominaHon
Pizza Hut unveiled a new pizza with a cheeseburger and chicken nugget-‐stuffed crust.
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Jeffrey Rum couldn’t believe that my liMle girl rode a horse – at Reston Zoo.
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Google Penguin
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ü Reward quality, unique, shareable content
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Google Penguin Goals
ü Penalize websites which market spam and over-‐opQmize themselves
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The Over-‐OpQmized Site
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Top NavigaHon?
Over-‐OpHmized Keywords
No Images… No Video… No Sharing… No Contact Info
No Links
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The Well-‐OpQmized Site
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Headline
Image Good Copy
Appropriate Linking
Lists
Sharing
Comments
Related Content
Author
Bold
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ü Reward quality, unique, shareable content
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Google Penguin Goals
ü Penalize websites which market spam and over-‐opQmize themselves
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who you are as a person on
TWITTER maYers for page ranking
(more than Facebook)
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Study shows that URLs receive a significant boost in Google rankings when they are shared on TwiMer
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Tweets & Ranking
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Penguin is cool! #ladygagafollowsme
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Penguin signals that social media impacts ranking
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So, what does this all mean?
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SEO is actually easier now. We know the rules.
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Company ABC
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both require…
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Good, People-‐Friendly Content
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Building Links
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Analysis & Refinement
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Analysis & Measurement
Time, Resources & PaHence
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For major brands, a tweet is 500% more likely to be read than a press release.
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SEO or Social Media?
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Many Skill Sets
1 Well-‐Rounded Team
1 Strategy
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It’s Hme to create a unified strategy!
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SEO
Content Writers
Developers
Social Media
CreaHve
PR & MarkeHng
Digital Strategy
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Who knows what’s next…
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@sparkexperience
Jeff Rum President + CCO
Follow me on twiMer @jsrum Live tweeQng today @sparkexperience #SMWSearchSocial [email protected]
SPARK Experience