Google, Blogs, YouTube and You How Industrial Companies can use Social

Media to Improve their SEO

Angela Charles

President

Pilot Fish

4000 Embassy Parkway, Ste 400

Akron, OH 44333

Tel. 877-799-9994

www.pilotfishseo.com

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Overview

• Getting your site ranked on Page 1 of Google requires use of social media

• Why is ranking on Google important?

• What factors determine ranking?

• How can your company implement SEO and social media?

It starts and

ends with

Google

Top ranking on Google is vital to your website for traffic, lead generation

Source: comScore

Sites not on Page 1 of Google lose out on significant traffic

-- #1 position gets 33% of traffic

-- Page 1 results combined get 92% of traffic

-- Page 2 results get 5% of traffic

-- Rest of results split remaining 3%

Google makes it intentionally hard to rank high, which is why you need SEO

200 Ranking Factors!

Source: Search Engine Land

SEO factors break down to three main categories

Source: Business2Community.com

Search engines measure relevance and popularity to

decide which sites will rank on top

Boiled down further…

If your site no longer performs on Google, it’s because you’re not keeping pace

• 500 changes to Google algorithm in last 2 years• More competition for higher rankings• Sites that don’t update will lose SEO ranking over time

SEO Part 1: Site architecture is the easiest piece of the SEO puzzle

• Rules are well defined; just takes a web designer with knowledge of them to implement them properly

• But, done incorrectly, fixing problems can be costly

SEO Part 2: Content – Is your site relevant to search engines?

• Mechanics of setting up content for SEO • Create appropriate content for site

visitors and search engines • Develop enough relevant content on

and off your site

Getting the mechanics of SEO right goes a long way

• Keywords• Page URL• Meta tags

– Page Title– Meta Description– H1

• Text• Image alt tags

Find the most targeted

keywords that generate the

most traffic and optimize the hell

out of them

Key to SEO success

Keywords define your site for search engines and help it to be ranked

But, focusing on the wrong keywords can prevent your site from performing

A business manufacturing trophies and awards will compete with non-relevant results when focusing on “awards”

Keyword research determines most relevant terms within reach with SEO

Keyword # Searches Google

# Results Google

Relevant?

Awards 14,800 244 million Mixed

Corporate awards

720 284 million Yes

Crystal awards 1,600 61.8 million Yes

Trophies 27,100 50.8 million Yes

Once you’ve identified target keywords, work them into your site

• Page URL• Page meta title• Meta description• Main headline (H1)• Alt image tags• Multiple pages of useful content

“Content is King” -- legitimate phrase to use to prioritize SEO activities

• Company, product info• Images and media• Testimonials• Resource lists• Blogs• Articles• Presentations• Press releases

Learn more about content marketing.

SEO Part 3: Links – Google changes require thoughtful, balanced, comprehensive approach

HOT NOTImplementing content marketing Relying on link marketing

Obtaining links on a few high-value sites

Adding thousands of links through link networks

Creating content for social media sites

Offering reciprocal links

Re-purposing content in different ways

Using article marketing sites

Driving traffic to your site via links from third-party sites

Driving traffic away from your site by putting links page on your site

Keeping site fresh by blogging, SM Keeping site fresh by updating calendar

The more your site is linked, the more popular it is considered

Good content(Relevance)

Higher search engine rankings

Many high quality links(Popularity)

SEO content refers to material on your site and on other sites

Google+Facebook

SlideShareTwitter

PRWeb

Website

LinkedIn

Flickr

Pinterest

Blogs

Trade media

Create marketing initiative that repurposes content for multiple channels, including SM

• Example: Write press release– Distribute via PRWeb– Post on company blog– Link from bookmarking sites

(StumbleUpon, BlinkList, FriendFeed, Reddit, etc.)– Link from Facebook, Twitter, LinkedIn, Google+– Add photos to Pinterest, FlickR– Upload video to YouTube – Upload presentation to SlideShare

Added benefit of this approach: More content to rank

Types of high-value Social Media content that will help your SEO

• Videos • Presentations• Photos• Infographics• Guest articles on blogs, trade pub sites

Content marketing: Create locally, then promote on social media sites

• LinkedIn• Google+• Facebook• Twitter

“Hey, I just sent out a press release – come see it on our blog at www.company.com/blog/press-release”

Optimizing your site and using social media generates results

Client #1 Twitter Facebook Google+ # Backlinks to Client Site

# 1st Page Results on Google

Feb. 2013 28 32 3 2,962 43

Sept. 2013 50 63 23 5,068 82

Client #2 Twitter Facebook Google+ # Backlinks to Client Site

# 1st Page Results on Google

Sept. 2012 5 21 0 3,996 1

March 2013 15 43 18 8,270 13

How do we do this without sucking the life out of our staff?

• Divide and conquer

• Create editorial calendar and stick to it

• If necessary, partner with an SEO firm that can handle tasks outside your team’s capabilities

Conclusion

• Google uses more than 200 factors to rank sites

• These factors fall under Site Architecture, Content and Links

• Adding optimized content to your site and developing a content marketing strategy that uses social media sites to build links is best way to secure better search rankings

Angela Charles, President

John Inama, Director of Sales

Pilot Fishwww.pilotfishseo.com

877-799-9994

Learn more about industrial SEO Insert 1

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