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Social Search: The Impacts
of Social Media on Search
Engine OptimizationROXANNE ROARK
-Former owner of R3 Social Media, a successful Social Media Marketing company started in 2011
-Creating and managing social media accounts since the 90's
-Self taught HTML at the age of 13
-Mom. DIY-er.
WHO AM I?
R o x a n n e R . R o a r k
“ S i r e n o f S o c i a l , ” H e r o i c S e a r c h
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IN THE BEGINNING..
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IN THE BEGINNING..
Search Engines were stupid.
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SEO stands for “Search Engine Optimization”
One really good definition for Search Engine Optimization from Wikipedia:
“the process of affecting the visibility of a website in a search engines unpaid results – often “natural,” “organic,” or “earned” “results.”
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SO, WHAT IS SEO?
SEO encompasses a ton of things, now. Mainly:
Content
Reputation
(Authorit y)
Social
Media
Link
Acquiring
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SO, WHAT IS SEO?
SEO is what we call it when we work on website content (coding and what you see on the site) to make it more appealing for search engines like Google to rank it better in results..
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SO, WHAT IS SEO?
SO, WHAT IS SEO?
SEO is what we call it when we work on website content (coding and what you see on the site) to make it more appealing for search engines like Google to rank it better in results..
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B u t . . n o t t h i s . .
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SEO is also working on getting you links back to your content to show search engines that your website is knowledgeable and reputable.
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SO, WHAT IS SEO?
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It’s content.
SO, WHAT IS SEO?
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It’s content.
The right content.
SO, WHAT IS SEO?
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SO, WHAT IS SEO?
How many SEO exper ts does it take
to change a light bulb, l ightbulb,
light , bulb, lamp, l ighting, switch?
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Content
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Content
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Tweetable: Content is anything you create. And it's not limited to just your website.
Content
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Content
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Content
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Content
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Tweetable: when you create content your goal is to build a reputation.
Content
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Whether that reputation is for being knowledgeable in your field..
Content
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Content
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Content
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..Or being fun..
Content
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Content
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..Or being a resource..
content
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content
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content
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Content
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Tweetable: Content should alwayshave a goal.
Content
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Content
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Reputation
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Reputation
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Tweetable: Reputation is how people perceive you - online AND off.
Reputation
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SEO is basically built on ensuring you have a reputation for knowing your industry.
Reputation
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Heroic Search does this in a variety of ways..
Reputation
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Content marketing
Reputation
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Link Building
Reputation
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Social Signals
Reputation
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• <html>
• <head>
• <title>
• <title>
• </head>
• <h1></h1>
• <h2></h2>
On Page Optimization
Reputation
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Tweetable: If people think you don't know what you're talking about, they will run the other way.
Reputation
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Provided by and used with permission of @TessWittler
Reputation: Link Acquiring
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• …is what we call it when someone is linking to your website from theirs. Some call it “link building.”
• A few ways this is accomplished;• Guest posting• Link Roundups• Link exchange* (careful, here)• Interviews• Speaking gigs
Reputation: Link Acquiring
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Guest Posting
Reputation: Link Acquiring
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Guest Posting
Reputation: Link Acquiring
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Guest Posting
Reputation: Link Acquiring
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Reputation: Link Acquiring
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Link roundups
Reputation: Link Acquiring
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Link ExchangesA Right Way.. And A Wrong Way.
Reputation: Link Acquiring
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Link ExchangesThe Wrong Way.
Reputation: Link Acquiring
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Reputation: Link Acquiring
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Link ExchangesThe Right Way.
Reputation: Link Acquiring
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Link Exchanges
“When it comes to link building, Google want[s] to see links that you've earned. They want to see links that you deserve because you have something of good quality to offer - not because you're happy to take part in link exchanges.
Having said that, Google has no problem at all with websites linking to each other for legitimate reasons.”
Source: https://moz.com/beginners-guide-to-link-building/good-bad-ugly
Reputation: Link Acquiring
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“We had never met in person and I didn't know
story, but there was something about the carries himself online
drew me in.”
–Amber Backes, @startup_family
Interviews
Reputation: Link Acquiring
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Interviews
Reputation: Link Acquiring
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Speaking Gigs
Reputation: Link Acquiring
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Speaking Gigs
Safe, solid link back to the website.
Reputation: Social Signals
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Social signals
Reputation: Social Signals
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Social signals are “likes” from Facebook, “retweets” on Twitter, “pins” on Pinterest, etc. that show the search
engines that your website or content is meaningful to other people.
Reputation: On-Page
Optimization
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On-Page Optimization
Reputation: On-Page
Optimization
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On-Page Optimization is when taking a look at the content on your website and making sure that it is people friendly.
Reputation: On-Page
Optimization
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Some SEOs only care about making your website search engine friendly, but this is a mistake.
Google wants to be as human-like as possible (SkyNet, anyone?), so by making sure your content is human-
friendly, you are killing two birds with one stone.
So, What is Social
Media?
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• Social networking platforms where your audience can interact with you.
WHAT IS SOCIAL MEDIA?
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• Social networking platforms where your audience can interact with you.
• It brings brands closer to their audiences.
WHAT IS SOCIAL MEDIA?
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• Social networking platforms where your audience can interact with you.
• It brings brands closer to their audiences.
• It brings audiences – PEOPLE – closer to brands.
WHAT IS SOCIAL MEDIA?
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• Social networking platforms where your audience can interact with you.
• It brings brands closer to their audiences.
• It brings audiences – PEOPLE – closer to brands.
• It can also help us spread content and reach new PEOPLE.
WHAT IS SOCIAL MEDIA?
S o … Y E S . S E O h a s s o m e t h i n g t o d o w i t h
S o c i a l M e d i a .
WHAT IS SOCIAL MEDIA?
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• Social networking platforms where your audience can interact with you.
• It brings brands closer to their audiences.
• It brings audiences – PEOPLE – closer to brands.
• It can also help us spread content and reach new PEOPLE.
SEO and SoMe
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..But does it have as much to do with it as you think?
SEO and SoMe
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SEO and SoMe
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Seems like everyone wants to know if “doing” social media will help SEO.
SEO and SoMe
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Social Signals
SEO and SoMe
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This is from a study from 2011
SEO and SoMe
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Searchmetrics study from 2012 shows correlation between social signals and Google rankings.
SEO and SoMe
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Searchmetrics study from 2012 shows correlation between social signals and Google rankings.
SEO and SoMe
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Correlation simply supports the possibilitythat something may be related.
Tweetable: When it comes to SEO and Social Media, correlation does not equal causation.
SEO and SoMe
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SEO works by determining what humans find most valuable, online.
SEO and SoMe
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SEO works by determining what humans find most valuable, online.
Social Media is one way humans share what is valuable to them.
SEO and SoMe
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SEO works by determining what humans find most valuable, online.
Social Media is one way humans share what is valuable to them.
BUT…
SEO and SoMe
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SEO works by determining what humans find most valuable, online.
Social Media is one way humans share what is valuable to them.
BUT…
SEO and SoMe
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SEO works by determining what humans find most valuable, online.
Social Media is one way humans share what is valuable to them.
BUT…
It‘s not only social sharing that really matters.
SEO and SoMe
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Google wants to act as human as possible. So if other humans are visiting your content and paying a lot of attention to your website, Google takes that into account when assigning your website a slot in the SERPs (search engine results pages).
SEO and SoMe
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The increased time spent on the website, lower bounce rates (people are not just leaving the page as soon as they get there), increased page views on the website, higher click rates, etc. are other signals to search engines that your website is relevant.
W h i c h i s w h y C o n t e n t M a r k e t i n g i s s o i m p o r t a n t .
SEO and SoMe
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Out of all of my research, this explanation makes the most sense:
If your content reaches people that will share it to their websites and talk about you online, and those people are influential in their space, those earned links boost your
Deeper explanation:http://www.blindfiveyearold.com/social-signals-and-seo
SEO and SoMe
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Ultimately, your goal should not ONLY be to get social media shares, but to build relationships with the (reputable) people that will also share your content and a (hopefully) link back to your website on theirs.
SEO and SoMe
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Tweetable: Get more eyes on your content/website, earn more links, and *that* will boost SEO.
SEO and SoMe
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Case Study 1: ApartmentsGoal: To increase organic traffic by boosting visibility on
Strategy: Optimized website to ensure search engines could
with ease. Implemented a strong content marketing strategy, including their newly created blog and social media accounts.Results: The first 6 months saw a 47% increase in organic
and by the year’s end there was a 115% increase, leading to more leads and conversions.
https://www.seoplus.ca/blog/seo-case-study-apartment-rentals/
SEO and SoMe
Case Study 2: Law FirmGoal: Rank at the top of search results for a variety of key
Strategy: created a collection of data driven content pieces.
lead to wide spread social sharing, backlinks from bloggers, and pickup by larger news sites including the Huffington Post.Results: In just 6 months, the law firm ranked #1 for more
their desired keywords and in the top 5 for many more.
http://gofishdigital.com/case-studies/
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SEO and SoMe
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Case Study 3: Shrushti.comGoal: Rank at the top of search results for a specific key
Strategy: Use social signals to improve rankings, starting at
place in SERP (Search Engine Results Pages).Results: In only 1 month, the site ranked #1 for their desired
phrase on Google.co.uk
http://www.shrushti.com/seoblog/case-study-social-signals-to-improve-search-rankings/
SEO and SoMe
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Takeaway:
Social Signals give an indirect signal that a piece of content is popular, and depending on who is talking about it, may give search engines a signal to say “Hey, this web page needs to be higher in the rankings.”
SEO and SoMe
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Takeaway:
After optimizing your website, including a strong social media and content marketing campaign is your best chance at getting your website ranked higher in the search engine results.
Thank You
G e t i n T o u c h
Dallas and Tulsa Offices
Phone Numbers:
Tulsa: (918) 340-6767
Dallas: (214) 984-3750
Email: Roxanne@HeroicSearch.com
TwitTer: @RoxanneRoark
http://heroicsearch.com
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