Koen Verbrugge (Wijs) - Search and Social grow towards each other. 5 essential Focus Points for the...

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HI! I am Koen, Consultant @ Wijs.

But!

The little blue bird calls me @Koen_Verbrugge

SEO & SocialHow to make it to the serps?

14h – 14h20

Social, since 2009 ‣ What hurdles? Why?

2012 & beyond‣ How to adapt your work?

Do it for the people‣ Google screws agencies who screw people!

On the menu:

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‣ Why some SEO’s got stuck:1

3 reasons to not stay behind

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‣ Why the nostalgia?1

Universal VS Personal

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‣ Does my keyword rank?

Popularity Relevance } Reliable rankings:

Volume x Position x conversion %= $€££

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‣ Does my keyword rank?

Popularity Relevance }

}

Reliable rankings:Volume x Position x conversion %= $€££

Contextual rankings: ok, It still kinda works...+ I can use this to win from giants.

Location

Language

Previous searches

Topicality

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‣ Does my keyword rank?

Popularity Relevance }

}

}

Reliable rankings:Volume x Position x conversion %= $€££

Contextual rankings: ok, It still kinda works...+ I can use this to win from giants.

Social rankings:Aargh Google changed the game on me!

Location

Language

Previous searches

Topicality

Preference

Patterns

Social Sphere

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‣ Does my keyword rank?

Popularity Relevance }

}

}

Reliable rankings:Volume x Position x conversion %= $€££

Contextual rankings: ok, It still kinda works...+ I can use this to win from giants.

Social rankings:Aargh Google changed the game on me!

Location

Language

Previous searches

Topicality

Preference

Patterns

Social SphereBye Bye Rankings

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Privacy VS Keywords

‣ Why the nostalgia?

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‣ What’s that search volume like?

Keyword not provided:3-30% not provided? Easily

Male? Up to 3X more secretive

B2B sites? -20% of keywords

Not provided

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‣ What’s that search volume like?

Keyword not provided:3-30% not provided? Easily

Male? Up to 3X more secretive

B2B sites? -20% of keywords

+ Firefox update Default privacy setting

= 25% Market share!Not provided

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‣ What’s that search volume like?

Keyword not provided:3-30% not provided? Easily

Male? Up to 3X more secretive

B2B sites? -20% of keywords

+ Firefox update Default privacy setting

= 25% Market share!

+ Cookie law coming...Not provided

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‣ What’s that search volume like?

Keyword not provided:3-30% not provided? Easily

Male? Up to 3X more secretive

B2B sites? -20% of keywords

+ Firefox update Default privacy setting

= 25% Market share!

+ Cookie law coming...Not providedBye Bye Keywords

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1

Authority VS Recency

‣ Why the nostalgia?

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‣ Why are the newbies above me?

Authority does not help when competition

is:

1. Fast: QDF: Query deserves freshness

2. Lean: Newsjacking

3. Popular: Social shares

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‣ Why are the newbies above me?

Authority does not help when competition

is:

1. Fast: QDF: Query deserves freshness

2. Lean: Newsjacking

3. Popular: Social shares

Bye Bye Siësta

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No more Keywords X Rankings = Traffic

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No more Keywords X Rankings = TrafficNo moreContent that doesn’t speek for the brand (but has a clear keyword).

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1. More relevant

2. Less keyword focussed

3. More continuous

We need to be

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1. More relevant

2. Less keyword focussed

3. More continuous

We need to be

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1. More relevant

2. Less keyword focussed

3. More continuous

Social Media Optimization anyone?

We need to be

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Relevance

Friends

Fans

Viral

Engagement

Comments Clicks/comment: 14

LikesClicks/like: 3

ImpressionClicks/impression: 0,005

Did you know: Brands reach only 7.49% of fans?

‣ Edgerank hijacked

Timing

Since post

Since interaction

X X =Results

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Relevance

Topics,

Influencers,

Audience.

Engagement

Social Shares,G+ > FB Share > Twitter

CTR&Bounce.

FB shares & page authority have same correlation.

‣ Edgerank hijacked

Timing

Launch,

Link,

Maintain.

X X =Results

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‣ 2012 & Beyond2

How to make it work?

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Needs before keywords“I love the keyword, but it doesn’t actually match my product”

2 ‣ How to make it work?

1. Brand identity + Product portfolio

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‣ Research relevant topics

= Tone of voice + Basic proposition + Product-priorities

1. Brand identity + Product portfolio

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‣ Research relevant topics

= User needs + Perception + Product use2. Market research

1. Brand identity + Product portfolio

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‣ Research relevant topics

3. The topics that unite client & visitor

2. Market research

‣ What kind of topics?

Segment topics: Comparable to SEA Campaigns:

•Targeted on specific needs

•For maximum conversion.

•Warning; Content can have more purposes

Map topics to goalsComparabel to communication strategies:

• On category needs

• On competitive advantages

• On Conversions

• On Testimonials & advocacy

• On earned media

‣ Strategic topic-clusters: Brief example

A"ract Acquire Engage Convert Deliver Upsell ReferralProbleem? Op=es? Evalueer? Kies? Koop  /  test Vul  aan Vertel  verder

Ambitions: Needs: Trigger:Benefit: To be exploited To be used To be used in CTATo be used

Topic TopicTopicTopicTopic TopicTopic

Topic TopicTopicTopicTopic TopicTopic

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What people need? We place it right where we want them.

Now ‘Let them find it’.

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Words for the Needs“I love how the content tells the brand story, but will it attract traffic?”

2 ‣ How to make it work?

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Words for the Needs“I love how the content tells the brand story, but will it attract traffic?”

...attract the potential buyers?”

Words & authors

2 ‣ How to make it work?

1. We need to speak the same language

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‣ Prepare for maximum (social) search reach

‣ 2012 & Beyond

Use social monitoring & user surveys

1. We need to speak the same language

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‣ Prepare for maximum (social) search reach

‣ 2012 & Beyond

Broad adwords campaigns help discover keywords2. We need to communicate through google

1. We need to speak the same language

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‣ Prepare for maximum (social) search reach

‣ 2012 & Beyond

Reach out to influentials for credibility and distribution3. You’ll need the power of the people

2. We need to communicate through google

1. We need to speak the same language

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‣ Prepare for maximum (social) search reach

‣ 2012 & Beyond

3. You’ll need the power of the people

Optimised for research & referral

2. We need to communicate through google

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Is your content mutually beneficial,

believable,targeted?

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Is your content mutually beneficial,

<- Go Back Go Further ->believable,targeted?

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Make words sticky“Will it stand out? Is it a viral?”

2 ‣ How to make it work?

1. On the result pages?CTR affects rankings,

Metadata affects CTR.

2. On social sites?The right image, timing & meta-data cause shares,

Shares affect rankings.

3. On the content itself?Is it shareable? Do you ask?

Is there any benefit to sharing it?

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‣ To reach is to multiply:

‣ 2012 & Beyond

Social shares are powerful, but have a short fuse

be sure to Jumpstart your subject.

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‣ 2012 & Beyond

‣ On the result page:

Make it about ‘us’Use the backchannel +

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‣ 2012 & Beyond

‣ On the result page:

Make it about ‘us’Use the backchannel +

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‣ 2012 & Beyond

‣ On the result page:

Make it about ‘us’Use the backchannel +

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‣ 2012 & Beyond

‣ On the result page:

Make it about ‘us’Use the backchannel +

Sales

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‣ 2012 & Beyond

‣ On the result page:

Make it about ‘us’Use the backchannel +

Links

Sales

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‣ 2012 & Beyond

‣ On the result page:

Let an authority write for youUse Markup in your CMS +

Be noticed (rich snippet)

Use the network (social)=

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‣ 2012 & Beyond

‣ On the result page:

Cater to the publicGather an audience +

Get testimonials (rich snippet)

Enlarge the network (social)=

One validation leads to the next, we call it viral.

Viral is never promised but always facilitated.

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‣ 2012 & Beyond

‣ On the social sites:

Make it work for youUse FB Markup in your CMS +• High contrasting pictures.• Clear call to interaction/Tease please. (Why/How/would you?)• Use interpunction in micro-copy / It draws attention.• Make it singleminded

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‣ 2012 & Beyond

‣ On the social sites:

Make it work for youAdapt copy if necessary (fire the copywriter if necessary)+

• High contrasting pictures.• Clear call to interaction/Tease please. (Why/How/would you?)• Use interpunction in micro-copy / It draws attention.• Make it singleminded

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‣ 2012 & Beyond

‣ On the social sites:

Never use on facebook

Automatic push:

•It lowers visibility.

•It makes your message generic

Shortlinks

•It takes away SEO-worth

•It makes link less trusted

But it’s ok on Blogspot,..

Last but not least, your site should not suck.

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I do hope you knew that

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‣ 2012 & Beyond

‣ They won’t share:

• Advertising space with content.But they might share a jpeg - without link.

• Why you are so important text.Remember me saying mutually beneficial?

• This is so not who I am design.What you share speaks volumes about te sharer, Would you like to be affiliated with user-unfriendliness?

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‣ 2012 & Beyond

‣ Sharebait won’t work:

• If your link has parameters.Pro-tip: Force a ‘/’ at the end.

• If you 301 redirect the page.Social does not bend that way

• If the sharer is a fraud.There’s a reason low-quality links are dropping out. Don’t go there again!

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Measure for Optimisation“What to measure when content serves for inflow, engagement & amplification?”

2 ‣ How to make it work?

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‣ Start to measure like a publisher

1. Segment your content per topicAnalyse topic clusters & landingpages - don’t miss the keyword data.

Check if clusters serve their purpose/are leveraged.

2. Implement social tracking/ConversionsWhat is shared? When is it shared?

What content-type works for you? On- & off site?

3. Measure you’re distribution channelsDo you have a loyal audience that awaits content?

What are the loyalty rates?

What topics work best & can you optimise?

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‣ Conclusions3

Do you see SEO in 3D?

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Contentwise:

There is no social or SEO.(technically you could try to be non-competitive)

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Do you know?Dead weight %Loyalty rates?

Social conversion%

Start tomorrow

Thank you for listening,Let’s make search even better.

Visit me @

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Wijs

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