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Social SEO- Enhancing Social Signals to Increase Search Traffic| 02.07.2013
Francis Skipper VP of Digital Marketing
617-259-1605
linkedin.com/in/francisskipper
@fskip
www.451Marketing.com
Search engine popularity has increased
4,717,000,000 Per Day
Worldwide, 1,722,071,000,000 searches conducted on Google last year.
(Yes, that’s trillion)
Paid Results
Organic Results
Search Engine Results Page (SERP)
Search Query
Content Code Connections
SEO: The Three C’s
YOUR BRAND
YOUR BRAND
YOUR BRAND
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Concept: Digital Shelf Space
1 Billion Users
500 Million Users
Likes, Shares, Follows
Social Media and Search: A Brief History
Social Media Search Traffic Queries
Indirect
Social Media Search Results SEO
Direct
Social Media Page Ranking
Social Signals
Social Directly Affects Search Results and Rankings
90mm+ Google
users see personalized
SERPS
Google+ Part of Logged-out Results
Tweeted URLS Earn Direct Links
Bing Results Show Posts by Facebook Friends
YOUR BRAND
YOUR BRAND
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YOUR BRAND
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Digital Shelf Space: Expansion
Universal Search
Universal Search
Universal Search
Universal Search
Google No Longer Search Engine – Suggestion Engine
Taking Social Search to a New Level
Facebook Graph Search
Taking Social Search to a New Level
Facebook Graph Search
Taking Social Search to a New Level
Facebook Graph Search
Third Screen
How We Consume Information
YOUR BRAND
YOUR BRAND
YOUR BRAND
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Digital Shelf Space: Maximized
Ranking Variables
Content Quality & Accessibility
Keyword Research & Targeting
Link Building
Traditional Ranking Factors
Traditional Ranking Factors
Content Quality & Accessibility
Keyword Research & Targeting
Link Building
Social
AUTHORITY
external linking
audience sentiment
CONTENT
relevant keywords
unique copy and media
ENGAGEMENT
geo-targeted content
social media interaction
(and the other guys)
• How many social followers/fans you have
• How many re-tweets, likes, shares, +1s
• Who is sharing your content, their authority, their reputation
• Popularity and quality of content
• Timeliness and “trust” of content
• Patterns
Social Ranking Factors
Social Signals
Social Signals
How To: Optimize Social Properties and
Content for Search
Social Keyword Strategy
• Come up with a list of 10 keywords that includes:
• 5 static terms you would like to rank for throughout the year
• 5 flexible terms that change with the content on your site or blog.
• Start this process by checking your Google Analytics account and finding your top keywords
• Round off your list with “must win” keywords. These are terms you would like to consistently rank higher.
Choosing Social Keywords
In Google’s (free) Keyword Tool, we can enter general terms that relate to the main theme. The tool will then list suggestions for related keywords as well as their search volumes.
Choosing Social Keywords
• Before you solidify your list, you should enter your keywords into the Google Trends tool.
• If the graph shows very little activity for “head” terms, you may want to reconsider using them.
• Low activity on “long tail” terms may be an avenue of opportunity
Choosing Social Keywords
Using Social Keywords
Optimize URLs
Optimize Blogs
Optimize Posts and Updates
Content Portability
Increase Social Signals Linking Back to Your Site
ASK!
Develop a Content Strategy
Portable Content
Answers Popular Questions –
“How To”
Newsworthy
Portable Content
“Ride the News” – Trending Topics
Portable Content
Top 10s, Best ofs,
and Countdowns
Portable Content
Links to social properties on website
Share buttons with content
Make Sharing Simple!
Reward Social Sharing
Segment social traffic in Google Analytics
Measure Social Signals
Measure Social Signals
Optimize: Low Hanging Fruit
Facebook Open Graph
Likes, Shares, Follows
Social Media Page Ranking
Social Signals
Social Media Page Ranking
& Conversions
Paid Assists
Likes, Shares, Follows
Using Paid to Enhance Social Signals
Takeaways:
1. 2013 is Year of Social Signals Research keywords and social topics to inspire a social content plan
2. Incorporate SEO Across Platforms Optimize and socialize all content production (and integrate analytics)
3. ABO: Always Be Optimizing Establish organizational and interdepartmental goals. Cross train on SEO, social, and content posting
Questions?
• Founded in 2004
• National communications agency based in Boston and representing Los Angeles, New York, San Diego, and Las Vegas
• Managing Partners Nicholas Lowe, AJ Gerritson, and Tom Lee
• Named a 2011 and 2012
About 451 Marketing
The experienced team at 451 Marketing specializes in integrating public relations, social media, and search marketing tactics into dynamic communications campaigns. We work with brands to build awareness, engage customers, and drive business using custom, integrated communications campaigns.
Integrated Communications
