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Presentation about the integration point between Social and SEO for http://www.meetup.com/BostonSEO/events/208064512/.
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Leveraging Social for SEO
@fighto - SearchWilderness.com #DoSocialSEO
Who Am I?
Paul Shapiro
SEO Director @ Catalyst, a WPP Agency
Newsletter: http://pshapi.ro/searchnewsletter
@fighto - SearchWilderness.com #DoSocialSEO
Email: [email protected] Blog: SearchWilderness.com Twitter: @fighto LinkedIn: linkedinin.com/in/paulnshapiro
“Give a man Twitter and he may or may not Tweet, but give a man a hashtag and he
shall tweet about thy topic”
@fighto - SearchWilderness.com #DoSocialSEO
#DoSocialSEO
How does Social Media integrate with SEO?
@fighto - SearchWilderness.com #DoSocialSEO
Poll: How does Social Media
integrate with SEO?• One word answers.• Don’t use hashtag if voting via Twitter.
Voting (Options):
Web: go to PollEv.com/paulshapiro033
Text message: text the number 22333 with 903363 + one word answer
Tweet: @poll 903363 + one word answer
Poll Results
@fighto - SearchWilderness.com #DoSocialSEO
View Poll Results
Social SignalsGoogle Doesn’t Use Social Signals as Part of Its Ranking Algorithm
Correlation ≠ Causation
“If you make compelling content, people will link to it, like it, share it on Facebook, +1 it, etc. But that doesn't mean that Google is using those signals in our ranking.”
–Matt Cutts
Social Shares Correlation
@fighto - SearchWilderness.com #DoSocialSEO
In other words…
Content that performs well on social media is the same kind of content that performs well in search.
– SHARABLE content does well. This is content that gets shared on social media and accumulates backlinks.
– Social sharing AMPLIFIES content. Social sharing improves content visibility, getting that content in front of more eyes, helping you attract links.
Link Building
Integration Point
@fighto - SearchWilderness.com #DoSocialSEO
Link Building withGoogle+
Promote Something Here
http://pshapi.ro/gpluslinkbuild
https://plus.google.com/people/find
@fighto - SearchWilderness.com #DoSocialSEO
Link Building withYouTube
Link Building withTwitter
https://followerwonk.com
@fighto - SearchWilderness.com #DoSocialSEO
http://mnmldave.github.io/scraper/
http://nielsbosma.se/projects/seotools/
http://www.allmytweets.net/
Control + F: “email” or “domain dot com”
@fighto - SearchWilderness.com #DoSocialSEO
Twitter Website Analytics
• Through Twitter Ads. Set-up information:http://pshapi.ro/TwitterWebsiteAnalytics
@fighto - SearchWilderness.com #DoSocialSEO
Social Listening• Make sure you are doing at least rudimentary
social listening for SEO purposes. Link opportunities will present themselves.
http://www.social-searcher.com/
@fighto - SearchWilderness.com #DoSocialSEO
Data for Optimizations:Keywords
Integration Point
@fighto - SearchWilderness.com #DoSocialSEO
Social Language = Natural Language
• The keywords and language extracted by social tools is very natural and very conversational.
@fighto - SearchWilderness.com #DoSocialSEO
Keyword Data: Tellagence
“Cruise Niche”
@fighto - SearchWilderness.com #DoSocialSEO
http://www.tellagence.com/
Fast and easy content & keyword insights beyond what is accessible with standard keyword research tools.
@fighto - SearchWilderness.com #DoSocialSEO
• “miss”– People missing friends they made on their cruise
• Content: How to stay in touch with cruise friends so you don’t miss them as much.
• “fat”– People concerned with weight gain on cruises
• Content: How to not gain weight and enjoy yourself on a cruise.
• “captain”– People discussing who the captain is on their cruise ship.
• Content: Do you have bio pages for your cruise captains? You should.
• “phone” & “service”– People saying they will be out of touch, away from phone because they
won’t have service• Content: Is it true that you won’t have service? Convince people to use phone
on board.
• “cold” & “winter”– People want to go on Caribbean cruises when it becomes cold in the
winter locally• Content: Winter or cold weather cruises and cruise deals.
@fighto - SearchWilderness.com #DoSocialSEO
Knime – Social Keywords Workflow
@fighto - SearchWilderness.com #DoSocialSEO
AnimatedExample
(No SlideShare)
http://www.knime.org/
@fighto - SearchWilderness.com #DoSocialSEO
http://www.knime.org/
Knime Output
@fighto - SearchWilderness.com #DoSocialSEO
http://grepwords.com/
http://grepwords.com/
http://www.knime.org/
Hootlet While You Search
http://www.hootlet.com/
@fighto - SearchWilderness.com #DoSocialSEO
Data About Users
Integration Point
@fighto - SearchWilderness.com #DoSocialSEO
1. Created a new LinkedIn Profile
2. Signed-up for Premium trial
3. Embed profile with a 1px by 1px iFrame on website:
<iframe src="https://www.linkedin.com/profile/view?id=377975740" height = "1px" width = "1px" />
See the people/demographics of people visiting my website that are logged into LinkedIn!
@fighto - SearchWilderness.com #DoSocialSEO
@fighto - SearchWilderness.com #DoSocialSEO
Pair with Other Data
@fighto - SearchWilderness.com #DoSocialSEO
Pair with Other Data
@fighto - SearchWilderness.com #DoSocialSEO
@fighto - SearchWilderness.com #DoSocialSEO
…and more data
https://qeryz.com/
Data for Optimizations:Testing
Integration Point
@fighto - SearchWilderness.com #DoSocialSEO
Meta Description
• Tweet = 140 Characters• Meta Description = ~155 characters
Use twitter to quickly and easily test meta description language to improve CTR!
@fighto - SearchWilderness.com #DoSocialSEO
Use https://analytics.twitter.com and examine Engagement Rate.
@fighto - SearchWilderness.com #DoSocialSEO
Test Headlines• Write different headlines for a post. Shorten with
URL shortener like Bit.ly and examine CTR. – You can even look at how your CTR compares to
other accounts sharing the same content.
@fighto - SearchWilderness.com #DoSocialSEO
Content Ideation
Integration Point
@fighto - SearchWilderness.com #DoSocialSEO
Finding the Questions People are Asking
• Tips for traveling with your dog?• How can I stop my dog eating my cat
food and my cat eating dog food• is it healthy to feed my dog vegetables?• Treats for a Toothless Dog• dog can't swallow food• Tips for traveling with your dog?• How can I stop my dog eating my cat
food and my cat eating dog food• Dog constantly begging for food• is it healthy to feed my dog vegetables?• Treats for a Toothless Dog
http://faqfox.com/
Ideas that get shared
http://buzzsumo.com/
Questions?
Contact Information
Paul Shapiro
SEO Director @ Catalyst, a WPP Agency
Newsletter: http://pshapi.ro/searchnewsletter
@fighto - SearchWilderness.com #DoSocialSEO
Email: [email protected] Blog: SearchWilderness.com Twitter: @fighto LinkedIn: linkedinin.com/in/paulnshapiro
Other Links Mentioned
• https://www.canva.com/ - For Social Media Images• http://searchwilderness.com/sharing-other-peoples
-content/ - Sharing Other Peoples Content and Simultaneously Promoting Your Own
• http://tweetfull.com/index.php?source=searchwilderness – Great Twitter Automation
• http://www.jonloomer.com/ - Facebook Expert• http://okdork.com/2014/09/09/linkedin-publishing-s
uccess/ - Blog post I had on screen