/ COVARIO / Social Media Week

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DAVE ROHRER – SR. SEO – COVARIO

IMPROVING SOCIAL MEDIA WITH SEO

@daver

IMPROVING SOCIAL MEDIA WITH SEOIn 20-minutes or less …

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HOW DO SEARCH ENGINES WORK?

Web pages must be accessible to the search engine crawlers (spiders) Web pages should include unique optimized titles and meta-data Content should be optimized to support target keywords and keyword phrases Offsite optimization must be used to promote site

Optimized Titles

Optimized Descriptions

Optimized Linking

Optimized Content

1.700,000 results for “social media week”

WHAT IS SEARCH ENGINE OPTIMIZATION?What is Search Engine Optimization (SEO)?The active practice of optimizing a website to increase traffic the site receives from search engines

Used as an additional internet marketing strategy, SEO considers how search engines work and what people search for

Optimizing a website to both increase its relevance for specific keywords and to remove barriers to the indexing activity of search engines involves editing its:

CONTENT (What words are used) ARCHITECTURE (Folder structure and addresses) LINK PROFILE (Who links to it)

ELEMENTS OF ON-PAGE SEO

On-Page Optimization elements include:

• URL Optimization• Quality Relevant Content• Titles• H1 Tags• Anchor Text for Keywords• Meta Descriptions• Alt Image Tags• Keywords• Optimized Video and Image Assets• Clean Code• Fast Loading Site• Conversions• Schema .org and RFDa

ELEMENTS OF OFF-PAGE SEO

Off-Page Optimization elements include:

• Tweets• Quality External Links• Likes• Pins• Comment Links• Authoritative External Links• Directory Links• Weak External Links• Citations and Brand Mentions• Stumbles

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QUICK SEO CHECKLIST

CMS Optimization

Template Optimization

Information Architecture

Flash Optimization

Website Compliance

Pages Discoverable

Content is visible

Technical

Titles

Metadata

Headers

Content

Content Includes Keywords

Internal Linking

All Assets are Available & Optimized

Popularity

Link Optimization

Content Syndication

Optimize Press Releases

Associate with Relevant Neighborhoods

Increase Entry Points

Social Media Optimization

Analytics

Keywords

Traffic

Page Views

Position

Qualified Leads

Conversions

ROI

Marketing

SEO PROCESS

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KEYWORD RESEARCH AND SELECTIONKeyword Research

& Selection

Aggregate Keywords

Additional Keyword Research

Keyword Density Analysis

Gold-list Keywords

Map Gold-list Keywords to PLP’s

Finalize Keywords

Sources:Historical Paid Search DataInternal Search DataClient’s Current ContentCompetitor WebsitesGoogle Keywords ToolGoogle TrendsBingWord Tracker

Client Input

Dependence:Approved scope and SEO planSite RedesignClient Keyword Approvals

Categorize Keywords Into Tiers

TEAMS

TYPICAL MARKETING ORGANIZATION

Where are you?

COMPANY DEPARTMENTS

Source: http://cisacertified.blogspot.com/2011/07/identifying-roles-in-corporate.html

Marketing

IT

COMPANY DEPARTMENTS

Marketing Security Manufacturing Risk Management

Sales IT Legal Department Community Affairs

Operations Research & Development

Purchasing Logistics

Customer Service Public Relations Business Development

Client Services

Human Resources Marketing Communications

Analytics Social Media

Accounting Department

Purchasing Finance Media

Information Management

Web Development

App Development Market Research

SEO’S TYPICAL WORKING RELATIONSHIPS

Marketing Security Manufacturing Risk Management

Sales IT Legal Department Community Affairs

Operations Research & Development

Purchasing Logistics

Customer Service Public Relations Business Development

Client Services

Human Resources Marketing Communications

Analytics Social Media

Accounting Department

Purchasing Finance Media

Information Management

Web Development

App Development Market Research

MY RECENT RELATIONSHIPS AS SEO

Marketing Security Manufacturing Risk Management

Sales IT Legal Department Community Affairs

Operations Research & Development

Purchasing Logistics

Customer Service Public Relations Business Development

Client Services

Human Resources Marketing Communications

Analytics Social Media

Accounting Department

Purchasing Finance Media

Information Management

Web Development

App Development Market Research

MY RECENT RELATIONSHIPS AS SEO & SM

Marketing Security Manufacturing Risk Management

Sales IT Legal Department Community Affairs

Operations Research & Development

Purchasing Logistics

Customer Service Public Relations Business Development

Client Services

Human Resources Marketing Communications

Analytics Social Media

Accounting Department

Purchasing Finance Media

Information Management

Web Development

App Development Market Research

@daver #smx #21B / 16 / ©2012 Covario, Inc. All rights reserved.

MARRIAGE MADE ONLINE?

SEARCH & SOCIAL SYNERGIES

Contribution or Social Push

Higher Search Rankings

(Contributive Popularity)

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IN ACTION

Read More: http://www.covario.com/2013/08/measuring-your-content-marketing-efforts-with-rio-seo-social-analytics-5/

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HOW TO AVOID A DIVORCE

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WIL PUT IT BEST

Full PPT: http://www.slideshare.net/wilreynolds/enterprise-seo-link-strategies-for-busy-marketers

ENJOY SOCIAL MEDIA WEEK!