Embed Size (px)
DESCRIPTION
Deck from my PubCon session on "Social Media Signals that Influence Search". In this presentation, we discuss how you can tailor your messaging and posts to maximize the value of the signals being sent from social media to the search engines. Covers keyword research, branding, best practices for Twitter, Facebook, Pinterest, and Google+
Citation preview
Social Media Signals
Using Social + SEO to Grow and
PositionYour Brand
Carolyn ShelbyDirector of Digital Strategy, 435 Digital/Tribune
Back in the day…• Limited means of reaching
consumers, and almost all of it was push.– TV– Radio– Print– Outdoor– Direct Mail
Truly Successful Campaigns
• Used every means of connecting with the consumer they could, in memorable ways.
• They positioned the brand in the category. The goal was to make the consumer think of their brand first when considering a purchase in the category.
• The messaging was CONSISTENT.
• Positioned the brand as the category leader.
Now We Have the Internet
• More ways to reach consumers and communicate our message/position our brands:
– Web (Search)– Social Media (FB, Twitter, Google+, etc)– Mobile– Email
But…• Messaging is not consistent. Styles,
voices, and even the words used in the messages are not consistent.
• Brands are often not positioned in the new media the way they are in the old media.
Message Consistency = Branding
• The more you expose the consumer to a brand, the more you’re reinforcing the message in their heads.
• Consistency across all channels dramatically increases the frequency of exposure and strengthens the brand’s position in the consumer’s mind.
Fractured/inconsistent messaging and social media engagement without brand and category level strategy is just spinning tires…
It’s preventing Social Media and SEO efforts from getting the traction.
We’re Missing Opportunities!
and, often, the whole point
WebFacebook
Google+
Sending the Right Signals
Consistency• Consistent look and feel
– Aids credibility– Reinforces brand awareness– Fosters brand affinity
• Consistent messaging– Voice/Tone– Consistent use of specific words and
phrases– Consistent use of imagery
Strategic Use of Signals• Category Signals (non-branded
terms)– Important for non-branded search– Used to reach people who are not yet
familiar with your brand/products.
• Brand Signals (branded terms)– Used to position your brand as the leader in
your category and to reinforce that message.
– Also good for reinforcing concepts that are unique to your brand.
Category/Non-Branded Terms
• These are the trophy keywords that get people unfamiliar with your brand/products to your site.
• To increase the relevancy and traction of non-branded keywords, they need to be used in all of the messaging, as often and as naturally as possible.
Brand Terms
• Branded terms are the easiest to rank for… Good brands *own* their brand and their product names in the SERPs
• Branded terms will be your least expensive PPC campaigns
Branded
Category/Non-Branded
Share Interest
s
Be Yourself*
Push Your
Brand
Does not preclude or exclude:
• SEO• Keyword research or• Limiting branding
efforts to 33% of engagements.
* Yourself = Your BRAND
Social Media Rule of Three
Send the Right Signals
• Use consistent imagery, voice, styles and messaging.
• Push your brand, your specific messages and category terms. Be strategic about the messages you write and don’t miss opportunities to use your target keywords.
• Don’t break character!
Making the Most of Social Platforms
• Facebook• Twitter• Pinterest• Google+
Facebook• Not only is Facebook a valuable source
for search ranking signals (shares, likes), but it also has it’s own internal search (OpenGraph).
• Make sure the words you use in your FB interactions HAVE YOUR KEYWORDS in them. Somewhere.
Do we see a pattern?
Twitter• (Smart) people monitor keywords as
well as hashtags.
• Things you share on Twitter (and other social media platforms) should drive readers back to your website. Don’t keep them in the walled garden.
Pinterest• USE YOUR WORDS! Search engines
cannot see images. Name your boards, name your images, and describe the pictures using words people are likely to search for.
• Drive followers from your website to your Pinterest board (reverse of other social platforms)
Google+• The ranking factor chart doesn’t lie… G+ is huge
for search.
• The algorithm currently used on G+ accounts is similar to old school SEO. You are what you write/share.
• Tying your G+ account into your posts on the web for authorship credit will increase your perceived authority and help you show up in searches you would not normally appear in (with a photo!).
Google + in SERPs• Have a nice photo
• The more circles you’re in, the better (as long as the circles are related to your subject!)
• You still need to optimize your titles and descriptions ;)
Carolyn ShelbyDirector of Digital Strategy, Tribune/435 Digital
Tribune is one of the country’s leading multimedia companies, operating businesses in publishing, digital and broadcasting. In publishing, Tribune’s leading daily newspapers include the Los Angeles Times, Chicago Tribune, The Baltimore Sun, Sun Sentinel (South Florida), Orlando Sentinel, Hartford Courant, The Morning Call and Daily Press.
The company’s broadcasting group operates 23 television stations, WGN America on national cable and Chicago’s WGN-AM. Popular news and information websites complement Tribune’s print and broadcast properties and extend the company’s nationwide audience.
435 Digital was created as the digital marketing services arm of Tribune Media, after the success of ChicagoNow showed that many of the Tribune’s advertisers wanted to expand their digital presence, but did not have the expertise to do it. 435 Digital provides the expertise they need.
