Advanced SEO And Social Media Integration

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

Google

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

Facebook

Facebook

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

Twitter

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