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Social + SEO Maximizing Your Brand’s Marketing Jennifer Sable Lopez Sr. Director of Community & Audience at Moz @jennita

Social + SEO: Maximizing Your Brand's Marketing

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Page 1: Social + SEO: Maximizing Your Brand's Marketing

Social + SEO Maximizing Your Brand’s Marketing

Jennifer Sable Lopez Sr. Director of Community & Audience at Moz

@jennita

Page 2: Social + SEO: Maximizing Your Brand's Marketing

Search Social vs.

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Search Social vs.

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Search Social +

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Search Social +

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Work together like peanut butter & jelly

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Psst content is the bread

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Let me show you how

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When you publish a piece of content

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When you publish a piece of content

https://moz.com/blog/15-seo-best-practices-for-structuring-urls

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Social Media is key to gaining momentum…

Post is published: February 24, 2015

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Social Media is key to gaining momentum…

Social traffic soars

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Social Media is key to gaining momentum…

With peaks in direct traffic the 1st

2 weeks?

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Social Media is key to gaining momentum…

This is dark social

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Bitly helps us track clicks over time

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And locations

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Plus where it was shared

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Plus where it was shared

Unknown you say…

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Lots of people have visited this one post

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And over time, it has earned some links

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The post still gets traffic, over 1 year later

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Where does it come from?

2016

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Where does it come from? Search.

2016 Organic traffic,

baby

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Social kicks it off…

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Social kicks it off…

Search for the long-term win.

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How else can Social assist Search?

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@jennita #MarketingUnited

Search & Trends

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@jennita #MarketingUnited

Search & Trends

Keywords in title are highlighted

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@jennita #MarketingUnited

Trends & Search

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@jennita #MarketingUnited

Google Search

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@jennita #MarketingUnited

What’s happening now?

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@jennita #MarketingUnited

Local Google search

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@jennita #MarketingUnited

vs. Yelp search

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@jennita #MarketingUnited

Tweets showing in Google

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@jennita #MarketingUnited

Tweets showing in Google

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@jennita #MarketingUnited

The SERPs have changed

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@jennita #MarketingUnited

The SERPs have changed

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@jennita #MarketingUnited

The SERPs have changed

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@jennita #MarketingUnited

The SERPs have changed

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@jennita #MarketingUnited

Heck, #1 isn’t even #1 anymore

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@jennita #MarketingUnited

Heck, #1 isn’t even #1 anymore

#1? Nope, shopping

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@jennita #MarketingUnited

Heck, #1 isn’t even #1 anymore

#1? Nope, shopping

#1? PPC ads

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@jennita #MarketingUnited

Dr. Pete calls it #0

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@jennita #MarketingUnited

Dr. Pete calls it #0

#0 Page snippet

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@jennita #MarketingUnited

Dr. Pete calls it #0

#0 Page snippet

#1 Moz website

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You have to stand out in the crowd

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Knowing that social is the catapult for long-term search

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Put your best Social foot forward

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Let me show you what I mean

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@jennita #MarketingUnited

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$$$$$

@jennita #MarketingUnited

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@jennita #MarketingUnited

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@jennita #MarketingUnited

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@jennita #MarketingUnited

NO

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Let’s look at a good example

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@jennita #MarketingUnited

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Awesome, here.

@jennita #MarketingUnited

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Awesome, there.

@jennita #MarketingUnited

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Awesome, everywhere.

@jennita #MarketingUnited

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Make your content do the work

at least some of it

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Open Graph let’s you customize your content for sharing

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OpenGraph code

http://ogp.me @jennita #MarketingUnited

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Plugins & things

@jennita #MarketingUnited

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Modify your own

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Modify for your audience

<title> tag

No images in

post

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Modify for your audience

Open graph title

Open graph image

@jennita #MarketingUnited

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Modify for your audience

@jennita #MarketingUnited

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Facebook caches OG info

@jennita #MarketingUnited

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@jennita #MarketingUnited

Facebook debugger re-caches

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Facebook debugger re-caches

New image for 2015

New title & description

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@jennita #MarketingUnited

Fix other people’s content J

Nice image!

Hmm but what’s this?

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@jennita #MarketingUnited

Run it through FB debugger

Same image

Hooray! Title & description

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LinkedIn pulls from OG

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LinkedIn pulls from OG

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Enhance even further with Twitter cards

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Regular text tweet

@jennita #MarketingUnited

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Summary card (default)

Better!

@jennita

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Summary card large image

The winningest!

@jennita

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Twitter card code <!-- Twitter card data -->!<meta name="twitter:card" content="summary">!!<meta name="twitter:site" content="@twitterhandle">!!<meta name="twitter:creator" content="@AuthorTwitter”> ! !<meta name="twitter:title" content=”Title specific to Twitter – short works great!">!!<meta name="twitter:description" content=”Remember this is being shared on Twitter, make it enticing to the FB user.">!!<meta name="twitter:image" content=”image URL for the image you want to display”>!

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Twitter Card Validator

https://dev.twitter.com/docs/cards/validation/validator!

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Add your site

@jennita #MarketingUnited

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Twitter card analytics

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Social markup isn’t just code, it’s a creative delivery of the brand

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SEO must be a part of the process from the beginning

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Social works the same way

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Integrate both into your Marketing process

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@jennita #MarketingUnited

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@jennita #MarketingUnited

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@jennita #MarketingUnited

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@jennita #MarketingUnited

Email header

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@jennita #MarketingUnited

Blog header

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@jennita #MarketingUnited

Social assets

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@jennita #MarketingUnited

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@jennita #MarketingUnited

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Don’t leave your social to chance

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Don’t leave your social to chance

Search depends on it

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Take your social to the next level

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Find the best time to post

@jennita #MarketingUnited

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Find the best time to post

@jennita #MarketingUnited

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When do you get most clicks?

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What gets the most clicks?

@jennita

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What gets the most clicks?

@jennita #MarketingUnited

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What type of content works best?

@jennita #MarketingUnited

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Measure engagement

@jennita #MarketingUnited

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Combining social and search will help your brand soar

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To help you earn that #0 spot

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Jennifer Sable Lopez Sr. Director of Community & Audience

Moz @jennita

!!

Thank You!

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Tools Mentioned Ø  Bitly Ø  Buffer Ø  FollowerWonk Ø  SproutSocial Ø  TrueSocialMetrics

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Resources Ø  SEO for Answers: Ranking #0 –

http://www.slideshare.net/crumplezone/seo-for-answers-ranking-0

Ø  Measure Social – http://moz.com/blog/social-engagement-metrics-that-matter

Ø  Social Meta Data Templates – http://moz.com/blog/meta-data-templates-123

Ø  Open Graph – http://ogp.me/

Ø  Twitter Cards – https://dev.twitter.com/cards/overview