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Growing impact of Social Media on SEO - a rapid overview discussing the merging of social, content, authority and seo visibility development. Presentation delivered at Internet World 23rd April 2013.
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The Growing Impact of Social Media…. …on Search Marketing
Presented by: John Heffernan Business Development Manager MediaCo (UK) Ltd [email protected] 07977 440690 http://uk.linkedin.com/in/johnheffernanseomarketinguk
• Integrated Digital Marketing Agency
• Delivering results since 1999…
• Offices in Dundee, Edinburgh & Singapore
– Sales coverage: London, Midlands & Dubai
• Focus on strategic online marketing:
– Search Engine Optimisation
– Pay-Per-Click Advertising
– Content Marketing
– Social Media Integration
Introducing MediaCo
Stop Chasing the Algorithm!!!!!
Traditional SEO: Link Wheel Directories / Paid Links Article Marketing
Content Marketing Blogging Authority Content Authority Interactive Content InfoGraphics Asset Building
Old and Outdated tactics offer an uncertain future
SEO Components
KEYPHRASES COMPETITORS
Accessibility
Relevance
Credibility
ON SITE
OFF SITE ON PAGE
Online Competition
Research - Based on your search terms Identifies competing websites that have online visibility.
Determine coverage across all phrases.
Market intelligence of actual online competitors
Social.Media.co.uk
Off Site Optimisation
ON SITE
ON PAGE OFF SITE
Link earning …….Not Link Building!
Deep Links
Internal Links
Link text
All Clear?.......................
SEO & Social Content Optimisation
If you think you need to be everywhere at once……….. You’re headed in the right direction Matt Cutts: Google
A New Way of Looking at SEO…..
Content Marketing: SEO
Content Marketing Social.Media.co.uk
Deep Links
Link text
Search
Content Blog engagement
Social Networks
Article Marketing Social Mentions
Embedded Video
Web Links
Internal Links
A new way of thinking – - or doing it “right” all along?
Panda – Bad Content Penguin – Bad Links
Significant changes in Google’s algorithm.
• Some links sources - no longer as influential. • Greater focus on “quality content” that’s useful to the searcher. • Depth of relevant content even more important. • Material that’s “over-optimised” sending negative signals. • More “brand signals” with key phrases & diversity required within third-party links. • More “brand signals” with key phrases required within social references.
• Social media engagement becoming stronger influence.
Social Media Content has an ever-increasing influence on Search Ranking / Visibility
More than just …
Presence, Participation & Promotion Presence: • Originate / Customise / Connect Channels Participation: • Saying the right thing in the right way in the right channel – Engagement! Promotion: Content is still King!! • Share – Syndicate – Become “Findable”
People Buy People!
Social Media Content
Either:
write something worth reading about
or
do something worth writing about................
..................Ben Franklin
Tell your story OR Have it told for you!!!
I’m sorry for writing such a long letter …
… but I didn’t have time to write a short one …
Become an Authority!
Google+
Google+1 is simply another social signal Similar to “likes” – will gradually increase relevance Significant over time – Rel:Author! Set-up and optimise your Google+ Business pages
Social circles
Pinterest for Business
http://uk.linkedin.com/in/johnheffernanseomarketinguk/
LinkedIn - Profile
Social Media Interaction: “Supports” SEO Improves: Authority Positions Traffic Click Through and Conversions!
Give yourself the advantage over your Competitors!
Social Media & SEO; Content “Rules”
Use the phrase in the page title
Create well written copy content
Use Phrase semantics and related terms
Define a clear path – Call to Action…….
Minimise distractions – Focus!
Set a measurable goal
Benefits of Social Engagement
• Build authority
―Improve SEO rankings
• Build relationships with customers
and prospects
• Customers become brand advocates
―When they share content
• Reputation management
―Respond quickly to criticism
Be Involved – Engage with your Audience!
Stop – Look – Listen!
Time & Resource........
Manage Expectations!
Be prepared to fail! …….But don’t make the same mistake Twice!
Social Media Planning ...
Where are their moderators? Why is there no response?
Why are they allowing these comments to stay on their profile page?
********
Google & Content……
“ ..you will rank well.”
Presented by: John Heffernan [email protected] 07977 440690 http://uk.linkedin.com/in/johnheffernanseomarketinguk
Questions?