Social SEO- Enhancing Social Signals to Increase Search Traffic| 02.07.2013

Max SilverSocial Media Specialist

617-329-9835

msilver@451marketing.com

www.linkedin.com/in/maxesilver

@maxesilver

www.451Marketing.com

Search engine popularity has increased

4,717,000,000 Per Day

Worldwide, 1,722,071,000,000 searches conducted on Google last year.

(Yes, that’s trillion)

Paid Results

OrganicResults

Search Engine Results Page (SERP)

SearchQuery

ContentCode Connections

SEO: The Three C’s

YOUR BRAND

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BRAND

Concept: Digital Shelf Space

1 Billion Users

500 Million Users

Likes, Shares, Follows

Social Media and Search: A Brief History

Social Media Search TrafficQueries

Indirect

Social Media Search ResultsSEO

Direct

Social Media Page Ranking

Social Signals

Social Directly Affects Search Results and Rankings

90mm+ Google

users see personalized

SERPS

Google+ Part of Logged-out Results

Tweeted URLS Earn Direct Links

Bing Results Show Posts by Facebook Friends

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Digital Shelf Space: Expansion

Taking Social Search to a New LevelFacebook Graph Search

Third Screen

How We Consume Information

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BRAND

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Digital Shelf Space: Maximized

• How many social followers/fans you have

• How many re-tweets, likes, shares, +1s

• Who is sharing your content, their authority, their reputation

• Popularity and quality of content

• Timeliness and “trust” of content

• Patterns

Social Ranking Factors

Social Keyword Strategy

• Come up with a list of 10 keywords that includes:

• 5 static terms you would like to rank for throughout the year

• 5 flexible terms that change with the content on your site or blog.

• Start this process by checking your Google Analytics account and finding your top keywords

• Round off your list with “must win” keywords. These are terms you would like to consistently rank higher.

Choosing Social Keywords

In Google’s (free) Keyword Tool, we can enter general terms that relate to the main theme. The tool will then list suggestions for related keywords as well as their search volumes.

Choosing Social Keywords

• Before you solidify your list, you should enter your keywords into the Google Trends tool.

• If the graph shows very little activity for “head” terms, you may want to reconsider using them.

• Low activity on “long tail” terms may be an avenue of opportunity

Choosing Social Keywords

Using Social Keywords

Using Social Keywords

Optimize URLs

Optimize Blogs

Optimize Posts and Updates

Success Stories

Success Stories

Success Stories

Success Stories

Takeaways:1. 2013 is Year of Social Signals

Research keywords and social topics to inspire a social content plan

2. Define a Social Keyword StrategyBuild out both static and flexible keywords to use across social platforms

3. ABO: Always Be OptimizingConstantly be using your social keyword strategy, as well as updating your flexible keywords based on trends

Questions?

• Founded in 2004

• National communications agency based in Boston and representing Los Angeles, New York, San Diego, and Las Vegas

• Managing Partners Nicholas Lowe, AJ Gerritson, and Tom Lee

• Named a 2011 and 2012

About 451 Marketing

The experienced team at 451 Marketing specializes in integrating public relations, social media, and search marketing tactics into dynamic communications campaigns. We work with brands to build awareness, engage customers, and drive business using custom, integrated communications campaigns.

Integrated Communications