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From Social Media University Milwaukee 2014... Having your site come up high in the search engines has never been easy. A critical element has always been a well-crafted search engine optimization plan and properly executed, measured and improved search engine placement goals. The impact of Social Media on your sites' position in search adds a whole new dimension to any brand's SEO strategy. This session will help you understand how social media is turning that whole discipline on its ear, from changing how people make buying decisions, to how the search engines monitor your brand's presence in the social sphere, and reward...or penalize you as a result.
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SOCIAL MEDIA IS IMPACTING YOUR SEO - HOW TO MAKE SURE THE IMPACT IS POSITIVE
Cory Ampe & Katie [email protected]@trivera.com
Are Your SEO & Social Strategies in Sync?If not. You’re doomed. Just Kidding
Links Content Social Media
On an average day on Social Media…• 1 out of 7 minutes spent online is spent on Facebook
• 23% of Facebook users check their newsfeed more than 5 times
• 400 million updates are posted on Twitter
• 173,000 users join Linkedin
• 333,333 users go on Pinterest
• 432,000 Vine videos are shared on Twitter
• 45 million photos are uploaded on InstagramSource: http://wearesocialmedia.gr/a-regular-day-of-social-media-traffic-infographic/#ixzz327xCYCXV
The Search Story• Search (namely, Google) still drives greater quantities of traffic than all the social
networks combined
• Google has 3.5+ billion searches performed each day
• Visitors from social have a browsing-focused intent:
• Searchers know exactly what they want and when they want it – right now
Social Media + Search
Have you found your sweet spot?
Socialize Your SEO! Social and searchmutually support each other.
Most Common Question:
“How do I appear on the first page of the Google Search Engine Results
for my keyword phrase?”
Back then, SEO used to be much easier...
● SEOs can no longer just use meta tags
● Meta tags are still relevant and needed, but today’s requirements are much more complex
Now, the rules are constantly changing• Google is constantly changing algorithms
• Social media holds ever-growing weight in Google’s algorithms
What is an algorithm?• According to Webster, an algorithm is a “mathematical equation
that matches websites to queries that are searched for online”
• Google has specific ranking factors that contribute to the algorithms
If there’s one thing you take away...
All search and social efforts need to be part of an overall strategy
• If you tie all these pieces together, you’ll get more powerful results, e.g. more traffic, more conversions, increased brand loyalty, etc.
• Google crawls Facebook and Twitter just like it crawls any other webpage, so this activity needs to be incorporated
What are the key Ranking Factors?• Content
• Reviews
• Authorship
• Implied Links
Compelling Content• What is it? A blog, website content, article, tweet
• Why is it important? Your content will go viral and you will get more traffic to your website
• What should you do? Don’t forget your Keyword Research and include it in your blog’s title or page title
When Blogging, don’t use a subdomain or a separate root domain; use a subfolder!
Reviews• What is it? “an evaluation of a publication, product, service, or company such
as a movie”
• Why is it important? 79% of people trust online reviews as much as they do personal recommendations
• What should you do? Ask customers to write reviews or testimonialsSources: Inchoo and 2013 study by Bright Local
Collect reviews on Google+ as a business page; leave reviews of other businesses
Authorship• What is it? The opportunity for individual content creators to verify their original
content from across the web with their Google+ profiles
• Why is this important? People trust a person more than just a logo; it also impacts click through rates
• What should you do? Use your blog to create authority through content that adds value to your industry https://plus.google.com/authorship
Implied Links• What is it? Mentions of your business name and address on other webpages—
even if there is no link to your website
• Why is this important? Google certainly knows these links are there, and this latest patent could suggest they are taking more notice of them.
• What should you do? Start tracking and reporting mentions and nofollowed links
Is This a Popularity Contest?• Optimized social accounts will gain greater search benefits• Social positions you as an expert in your field• Geeks win!
Google on Social“Facebook and Twitter pages are treated like any other pages in our web index so if something occurs on Twitter or occurs on Facebook and we're able to crawl it, then we can return that in our search results.
“…don't necessarily assume that just because there is a signal on Facebook or Twitter that Google is able to access that. A lot of pages might be blocked or there might be nofollow on links or something along those lines.”
Matt CuttsHead of Webspam, GoogleJanuary, 2014
A word about NoFollows
Defined: NoFollows instruct search engines that a link should not influence the target page’s SEO ranking
• Not a negative vote; established to hurt spammers
• Focus on link earning and link building ─ indirect links are valuable too
• Big picture: trust and authority can still be passed on
The Biggies
● 1,000,000 links are shared every 20 minutes
● Highly-developed search engine
● Quality, quality, quality
Use keywords in your about section and custom tabs
● Manages 2.1 billion search queries daily
● Focus on people who read your posts, retweet and aggregate
● Many sites curate tweets from experts without NoFollows
#UseHashtags with keywords to serve as meta data for crawlers
● Long-form content (blog posts)
● Highly optimizable
● Based on authority
Make sure your staff profiles are properly associated with your company
● 2nd largest search engine in the world; every second of every day 1,140 searches are performed*
● Reaches more adults aged 18-34 than cable networks**
● Optimizable via descriptions, transcripts*Source: Nielson Ratings**Source: Neil Patel, SocialSprout, April 2014: NEIL PATEL on APRIL 11, 2014
Embed on your website! Google is placing more value on long stays and visitors watching videos
● If you have killer boards, you’ll get more traffic to your site
● Hashtags now in full force● Bing is now including pins in image searches
Make sure the name and title include your main keyword
● Enriches the data Google has from its users
● Not only should you be using Google+ for SEO, you should be using it to do SEO
● Google authorship wields an enormous impact
Claim your custom G+ URL
This guy gets it
Conclusion● Socialize Your SEO
● If you have different people or departments responsible for SEO and social, make sure they are on the same page
● Set up a Google+ business page
● Stay tuned, things change frequently
Questions?
