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Optimizing for search is essential and social media can help improve SEO. Learn more through this presentation.
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Social Media and SearchPresented by Arnie Kuenn
Twitter @ArnieK or @VerticalMeasure
#SMAZ
Optimizing for Search is Critical
When someone types a keyword into the search box, there are only two possible outcomes: They will find you. They will find your competitor.
Twitter @ArnieK @VerticalMeasure#SMAZ
Search Marketing Reality
Organic search traffic can be so valuable, it can sustain an entire business.
Organic search rankings are something you can work to influence, but ultimately you do not control them. The search engine algorithms make that call.
Twitter @ArnieK @VerticalMeasure#SMAZ
Why Invest In Search?- The #1 position
will get clicked 43% of the time!
- Natural search results receive many more clicks than paid search
- Natural search converts 30% better than paid search
- Clicks are Free
Twitter @ArnieK @VerticalMeasure#SMAZ
What Happened in 2009?
Google: Made ~540 changes in 2009. They update the algorithms almost every week.
Search Engines got even better at eliminating spam. Quality backlinks became much more important last
year, weak backlinks became almost worthless. If the link is easy to get, the search engines know it. Social Media “signals” became a real factor.
Twitter @ArnieK @VerticalMeasure#SMAZ
What to Expect in 2010 Quality in Search Optimization (SEO)
Create Engaging, Unique Content Optimization Each Page You Want To Rank Get Trusted Inbound Links
Changing Search Results Personalized Search: You need to be there to be
considered Universal Search: Capture real estate with local,
video, press and blog posts Social Media influence
Signals & Real Time Results
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How Does Social Influence Search?
It can influence the actual rankings for your website Mentions & Signals Backlinks
Social Media actually appears in the search results Real-time search Blog posts Images Video
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Example Search Results
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(reputation management too)
How Does it Work Today?
Bot or Spider
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Title tag
ContentH1 tag
Bold
What Does It Look For?
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Meta DescriptionAward winning SEO Link Building Services. Vertical Measures is a reputable, USA Internet marketing company helping businesses get more website traffic thru higher search engine rankings, link building, social media, local search, and search engine optimization.
Search Engine Results
Indented Listing
Local Listing
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Your Website: Create Good Content
Build pages around your keywords Add real value to the web visitor
Unique Informative Entertaining
Who do you link to? Good neighbors It’s your reputation
Twitter @ArnieK @VerticalMeasure#SMAZ
Proper On-Page Optimization(in order of importance for 2010)
1. Links - internal & external
2. Freshness of content & keyword usage
3. Title tag (viewed in results)
4. Image Alt text
5. H1 tag
6. Description meta tag (viewed in results)
7. URL structure
8. Page load times (Google Caffeine)
Twitter @ArnieK @VerticalMeasure#SMAZ
What NOT to do on Pages
Try to fool the search engines Keyword stuffing More links than text Any content that is not of value to your visitor
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Biggest Factor is Still Inbound Links
The best links: From trusted sites Have proper anchor text Have varied anchor text Are from many different domains (new 2010) Determined editorially (Social!)
Twitter @ArnieK @VerticalMeasure#SMAZ
Social Media in Search Results
Videos, Images, Blog Posts, Profiles, Tweets, Updates… they all appear in search results (Fred Example)
You still need to optimize Social/Profiles where possible: titles, keywords, tags, descriptions, etc.
Try to build links to them too.
Twitter @ArnieK @VerticalMeasure#SMAZ
The Best of Both – Social & Search
Build Great Content & Promote it Good for Social Media?
Is it “Link Worthy”? Can you promote it?
Examples: Lists Case Studies Comparisons Satire & Parody Interviews Polls & Surveys Videos Contests (detailed example, next) Promote it using social media!!!
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Example: Run Contests!
Bridal Contest Answer 3 questions:
Your engagement story Your wedding day theme plan What is special about your wedding
that you shall win this free sponsorship?
Facebook Ad Increased followers on Twitter
through regular tweets
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Big Companies Too!
Major hotel chain has us working many different promotions Attend a Motor Sports event, get a discount Visit Disney, get a discount Attend LPGA event, get a discount Go to a Little League Baseball game, get a
discount Multi-night stay, get Double Rewards Multi-night stay, get $50 Gift Card
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Even Internet Marketing Companies!
Boost Your Juice $5,000 Grand Prize and $1,000 for 2nd Place Submit essay telling us why they should win Chose finalists and had the public vote on it
Promoted via Twitter, FB, PR & Blogger Outreach Own first 14 results on Google for “boost your
juice” (branding) Over 2,000 visitors to just the contest page Links from more than 50 different sites Another simple one for Valentines (SEO Poem)
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Other Examples of Using Content
Video Interview Series (#6 “Internet Experts”) Watch Jeramie McPeek for some great ideas
Videos on SEO Tips (#5 “SEO Videos”)
Post on 50 Blog Topics (#3 “Corporate Blog Topics”)
Image Posts (car crashes, tattoo, parrot flower)
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Have a Corporate Blog
24% of our page views come from our blog posts (~4,000 per month)
We make 8 new posts per month
Gives us a vehicle to post new link worthy content
Keeps the search engines coming back
Internal linking
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Social & Search – Other Ideas
Widgets & Badges
Licensing of Content or Tools Research results, white papers, free tools, etc.
Article Placement Write authority articles and ask to place them
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Thank You!Q & A