Ways SEO & Social
Can Work Together to
Make Each Other
Insanely Successful5@PurnaVirji
• Senior Marketing Manager at Stroll
• Proud Mom
• Columnist at Search Engine Watch
• Speaker at SMX, Affiliate Summit, eTail &
More
@PurnaVirji
• Leveraging relationships & building synergies
@PurnaVirji
• Great tactics for outreach & promotion
• Content creation & marketing tips
• Brand & reputation management
• Goal tracking & effective communication
Promoted Posts to Scale
Outreach & Link Building
“Traditional link building can be
made drastically more effective by
tying in some strategic paid
promotions.”
@PurnaVirji
@PurnaVirji
@PurnaVirji
http://bit.ly/17TxGF6
@PurnaVirji
@PurnaVirji
@PurnaVirji
@PurnaVirji
@PurnaVirji
• Be prepared for trial & error
• Let the community manager &
SEO team work together, with
advice from PPC teams
• Make sure your content is
really good
• Ensure the CM responds to all
comments
@PurnaVirji
More Effective
Content Creation
“A joint brainstorming session based
on solid analytics can help ensure a
steady stream of killer content that
works for you every time.”
@PurnaVirji
@PurnaVirji
Image Source: www.semwisdom.com
@PurnaVirji
• SEO monthly plan
• Content for Most Effective Link
Building
• Content for Most Engagement
• Target demo data
• Key topics by demo
@PurnaVirji
@PurnaVirji
• Do more of what works
• Spend Budget more effectively
• More effective planning
@PurnaVirji
@PurnaVirji
Community Manager
@PurnaVirji
@PurnaVirji
@PurnaVirji
Engaging Influencers
“Encourage the social media team
to build strong relationships with
influencers to help with link
building.”
@PurnaVirji
@PurnaVirji
Image Source: www.richardrbecker.com
@PurnaVirji
http://www.forbes.com/sites/haydnshaughnessy/2012/01/25/who-are-the-top-50-social-media-power-influencers/
@PurnaVirji
@PurnaVirji
Community Manager Influencers Audience
6 months
@PurnaVirji
@PurnaVirji
@PurnaVirji
Brand Awareness and
Reputation Management
“How your community manager can
help to build the brand to help SEO
efforts.”
@PurnaVirji
• Lesser known brands=harder outreach
• Social helps build brand awareness
Share valuable & interesting content
Reputation for excellence
Showcase personality
Provide value to stand out
• SEOs can:
Prove legitimacy of brand
Leverage a strong community
Increase outreach success
@PurnaVirji
@PurnaVirji
@PurnaVirji
• Negative reviews = Hurt SERPs
• Monitor social media to nip things in the bud
Sprout Social
Trackur
Hootsuite
Social Mention
• Frontline defense for customer service
Design damage control strategy
Act quickly and swiftly
Take personal interest & follow up
Avoid escalation to sites like ripoffreportImage Source: wardsix.blogspot.com
@PurnaVirji
Image Source: socialfresh.com
Image Source: shopify.com
@PurnaVirji
• CM = your connection to the customers.
Helpful for unique content
Use testimonials for CRO efforts
Also help with clout on social media
• Be creative
Contests – e.g. Best product use
Video testimonials
Success stories
• Consider surveys or polls to help shape strategy.
@PurnaVirji
Image Source: www.business2community.com
Goal Tracking &
Communication Schedules
“How to most effectively manage the
teams on a day to day basis to
optimize synergies and how to set
and track success metrics.”
@PurnaVirji
• Daily: Stand-up meetings
• Weekly check-ins:
Review content calendar
Targeting for upcoming posts
Progress checks
Performance of KPIs
Strategy tweaks
• Monthly brainstorming sessions:
Influencers to target
Outreach content
Future direction
@PurnaVirji
Image Source: www.usm.maine.edu
• Specific & Measurable Goals
• Applicable for both teams
• Defined sets of KPIs:
Orders- Source “Buckets”
Links Acquired – Result of
outreach
Interactions- Reach,
shares and comments
@PurnaVirji
@PurnaVirji
Image Source: www.troll.me
@PurnaVirji
Say Hello or Ask Questions Anytime:
http://www.linkedin.com/in/purnavirji
https://twitter.com/purnavirji
Read More At:
http://searchenginewatch.com/author/2499/purna-virji
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