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TRANSCRIPT
Why Social Media Matters for SEO
Your Social Media Presence
• When was the last +me you took a good look at ALL your social media accounts?
• Do you know WHO has access to your accounts?
• Do you know WHAT they’re saying to THE WORLD?
• Are you sending the message you want to send with social?
How Does Your Business Look Online?
• Have you integrated social media into your overall marke4ng strategy? If you don’t talk about you… somebody else will!
Local SEO and Social Media
h"p://www.searchenginejournal.com/ways-‐social-‐media-‐impacts-‐seo/48671/
Social Media and local SEO are intertwined: • Check Ins, Pictures, Reviews are
LOCAL and geo-‐tagged • Google loves social so much they
created their own social media network
• Local influencers online can affect your business (reviews, sharing)
• Great followers give you authority
Your Poten5al Clients are Online
Contribute to the conversa5on
Why Social Media Matters for SEO
She really knows her stuff
He’s a leader in my community
Check out this blog… I know you had this problem too, she gives great perspective! They always promote
great events
Contributing to the Conversation
• Share links, content, pictures from others – social is about SHARING, not about hogging the stage
• Don’t be too eager to promote yourself. If you get a ques+on, try to answer it without selling
• Be choosy about the content you share from your website – is it interes+ng, helpful, engaging?
• Share details about your employees, charity outreach, tes+monials from other clients
• Like and follow other local businesses!
How to Contribute… Meaningfully?
Social Media Affects All Stages
Social gives you online visibility and brand awareness
• AWract • Educate • Convert • Retain (and promote!)
Social Pervades All Marketing Stages
Do It Because Google Said So!
• Social media ac+vity is a TRUST SIGNAL to the search engines
• Share your GREAT, RELEVANT content with your local audience
• Contribute to the conversa+on -‐ social media is a two way street
• Re-‐tweets / shares can get content indexed faster – search engines care about content that people care about!
• Reviews… people trust other people!
Google Loves Social Media
h"p://www.seomoz.org/blog/your-‐guide-‐to-‐social-‐signals-‐for-‐seo
• Another company crea+ng a business page for you? Make sure they make you an administrator. If you fire them or they go under, you’ll need access.
• DO NOT create separate websites just for social media
Protect Yourself
Protect the Online Iden5ty of Your Business
• Pay aOen5on to what companies post on your behalf • Monitor your social accounts regularly and respond to posters.
• Don’t let ques+ons or comments go unanswered • Respond to posi+ve and nega+ve reviews
• Don’t take cri5cism personally – every nega+ve comment or review is an opportunity – NO ONLINE WARS!
Google+ • Google+ Personal for Authorship • Google+ Business for Social and Publisher Authority • Google+ Local for Reviews Facebook • Facebook Business Account TwiOer (trends, soundbites, retweets) YouTube (the “long tail keyword killer”) FourSquare / Yelp (reviews, check-‐ins, geolocaLon) LinkedIn for Business (B2B can be a referral source)
Social Media Outlets That Matter
Social Media Sites to Use
Google+
The Three-‐Headed Google+ Beast
• The infant of social media world – expect GROWTH & CHANGE (and more change and problems and frustra+on and did we say change?)
• Google cares about USERS, not your business • Google will find a way to make G+ a social player – find a way
to make it work for you and get ahead of the curve • Read the Terms: hWp://www.google.com/+/policy/content.html • Why does G+ maWer?
• Users logged into G+ will see social search results • Sharing ac+vity on G+ influences search results • Reviews on Local influence local search results
Google+ (continued)
Make Google+ Work for You
• Google+ Personal: use to establish AUTHORSHIP • Authorship is a big TRUST signal for Google (you’re signing
your name to the content you post) • Authorship is a way to connect with your friends and
followers (and stand out in search results!) • G+ Business: the social page for your business
• Guess what! These may go away and merge with G+ Local pages, to create “enhanced local” or “social local” pages
Google+ (continued)
Make Google+ Work for You
• Google+ Local • Op+mize this page – it shows up in search • Use high-‐quality, professional images • Follow terms of use • REVIEWS! Get them… give them…
• BEST KEPT SECRET: Business to Business Reviews • Did you know that you can leave reviews for
other businesses as your business? • Leave HIGH-‐QUALITY, USEFUL reviews – don’t
get voted down as providing weak reviews – get voted HELPFUL to rise in search!
Google+ (continued)
Make Google+ Work for You
• GRAPH SEARCH: no FB business page? You’ll s+ll show up if someone adds your business as a “place.”
• Read and understand the terms of use: hWps://www.facebook.com/page_guidelines.php
• Keep it light – would you talk about what to do aher a car accident or quote sta+s+cs at a cocktail party? (Even if you would, don’t!)
• You’re compe5ng for fan aOen5on in the news feed • Provide content they’ll want to read and share with friends • Share other content yourself – don’t just push your own content • Interact with your followers – ask for input, like and comment
on their posts • TEST! Try images and copy, see what “s+cks” with your audience
Harnessing the Power of Facebook
• Find LOCAL influencers • Retweet their Posts • Get into the conversa+on • Reply to others • As with everything, think about who your perfect
client is and follow people who would appeal to those clients
• Monitor the hashtags (#) that are being used in your geographic area for content and ideas for tweets
Succeeding on TwiOer
• YouTube is the second largest search engine in the world!
• What ques+ons do your perfect clients have? Answer them… o[en!
• Op+mize your videos for longtail keyword searches
YouTube
Make YouTube Work for You
• Monitor the your video responses • Leave video responses! Not many people do them, and
they rank well.
Making YouTube Work for You
Go A[er LONG TAIL KEYWORDS
High-‐value medical websites
rank first
YouTube video from Gerry Oginski!
• Yelp and Foursquare are VERY GOOD at SEO – some+mes Yelp profiles OUTRANK a business’ own website!
• Bing uses review data from Yelp in local search results • Have you looked yourself up on key review sites? • Yelp and Foursquare “power users” can be very
influen+al
MORE TO COME ON REVIEW SITES IN FUTURE WEBINAR
Review Sites
Why Review Sites MaOer
• Connect with other local business owners • Connect with your peers and anyone who works in
your industry • Use this as a way to remind your friends / peers what
you do & poten+ally get referrals • This is where to show off your creden+als (finally!) • Review / endorse others so they’ll do the same to you • Social pos+ng on LinkedIn? Be interes+ng, funny, a
liWle controversial – most people are boring, so it doesn’t take much to really stand out
LinkedIn Can Work
Create advanced segments in analy+cs to track social media referrals: • Are visitors from social media staying on your
site (+me of visit, bounce rate) • Are they viewing a lot of pages? • What content is popular with social visitors? • Geo-‐loca+on for social visitors?
Social Media: Is It Working?
How Can I Tell If Social is Working?
h"p://www.dss-‐news.com/blog/creaLng-‐a-‐custom-‐advanced-‐segment-‐to-‐track-‐social-‐media-‐traffic-‐on-‐your-‐website.cfm
You can sign up for every social media account under the sun, but if your content is…
BORING REHASHED
IMPERSONAL
…you’re was+ng your +me and your fans will quickly lose interest.
Psst…Content is still King
Got Content?
Last Words…
EXPERIMENT! But…do not engage in random
acts of marketing! Make a PLAN, MEASURE the results, REFINE your approach
Social Media and SEO
Ques5ons?