netconcepts social media for seo
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Social Media for SEO
Learn the Ropes, Circumvent the Landmines,
CONFIDENTIAL © 2008 Netconcepts www.netconcepts.com jeffm@netconcepts.com
Learn the Ropes, Circumvent the Landmines,
Seize the Opportunities
What is Social Media?
� “Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio.” - Wikipedia
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videos and audio.” - Wikipedia
– Defined networks
– Defined focus
– Defined interactions
– Also referred to as Web 2.0 …
Who can leverage Social Media?
� Almost any company with an Internet presence.– Multiple networks
– Multiple foci
– Variation of approaches
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– Variation of approaches
L I N K E D I N
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L I N K E D I NLink Juice & Thought Leadership
Who uses LinkedIn?
� Professionals seeking to network.
� Job seekers
� Companies looking to
CONFIDENTIAL © 2008 Netconcepts www.netconcepts.com jeffm@netconcepts.com
� Companies looking to network & brand.
Online Reputation & Thought Leadership� Answers Service: a professional forum where people/companies
compose intelligent answers to questions.– Serves a good opportunity to offer feedback to LinkedIn communities and establish
thought leadership on behalf of an individual or company.
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thought leadership on behalf of an individual or company.
� Groups: professionally-minded groups (though the site is not
accepting group submissions as of this date) – Currently available groups are far-reaching, however, and cover many industries.
– Can be used to offer thought leadership and establish company with an area of
expertise.
� Employment and Hiring: search for new employees through the
network. – Companies can represent themselves as thought leaders by way of open positions.
LinkedIn and SEO
� LinkedIn is one of the few Social Media sites still offering to pass
on PageRank through links that do not contain NoFollow tags.
CONFIDENTIAL © 2008 Netconcepts www.netconcepts.com jeffm@netconcepts.com
LinkedIn and SEO� Three active links can be added to any LinkedIn Profile.
CONFIDENTIAL © 2008 Netconcepts www.netconcepts.com jeffm@netconcepts.com
LinkedIn and SEO� When editing websites, if “Other” options are chosen:
– outward bound link can be defined.
– anchor text can be edited to contain keyword-friendly terms.
CONFIDENTIAL © 2008 Netconcepts www.netconcepts.com jeffm@netconcepts.com
LinkedIn and SEO� Create an SEO-friendly URL
– Incorporate user’s name
– If applicable, incorporate user’s position
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Link Building Campaign� Encourage employees to create LinkedIn.com profiles.
� Make sure employees make the website portion of their profiles
publicly accessible.
� Have employees add websites under additional information and
CONFIDENTIAL © 2008 Netconcepts www.netconcepts.com jeffm@netconcepts.com
� Have employees add websites under additional information and
choose "other" so they can put in their own anchor text that points
the URL.
� Direct employees to link deeper within corporate site
• To a section related to their position
• To a favorite product
» Use a short, keyword-rich description.
Link Building Campaign� Start small – Corp. Comm. or Web Design Department
� Troll for employees already on LinkedIn
� Offer a bonus or perk for participating
CONFIDENTIAL © 2008 Netconcepts www.netconcepts.com jeffm@netconcepts.com
Pros and Cons of a LinkedIn Campaign
� Pros– Increase inbound links to corporate site dramatically.
– Improve PageRank of corporate site.
CONFIDENTIAL © 2008 Netconcepts www.netconcepts.com jeffm@netconcepts.com
– Improve PageRank of corporate site.
– Great thought-leadership opportunity – online reputation.
– Excellent recruiting tool.
� Cons– May expose employees to recruitment by others.
– In most cases, employee link campaign is voluntary.
F A C E B O O K
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F A C E B O O KDrive Traffic With Widget Power
Who uses Facebook?
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Who uses Facebook?
� Facebook is a social networking website launched on February 2004.
� Facebook was primarily used by young
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� Facebook was primarily used by young people, but now over half of registered users are over the age of 25.
� Still, it has largest number of users among all college-focused sites.
� Over 35 million active members total worldwide.
SEO and SMO Attributes of Facebook
� (SEO) Public Search Listings– Contain less personal information than registered Facebook
users can review.
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users can review.
– Individuals have complete control over their public search
listings, including opting out altogether.
– Companies can use to raise references to their brand in the
major search engines.
SEO and SMO Attributes of Facebook
� “Social Media Optimization”
� (SMO/SEO) Fan Pages– “Create a business presence to
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– “Create a business presence to
engage with your customers and
fans on Facebook.”
– Pages include external links.
– Can’t define anchor text.
– Can identify URL.
SEO and SMO Attributes of Facebook
� (SMO) Company Profiles– List the truth about what you
represent.
– Transparency is a positive here;
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– Transparency is a positive here;
promote what you offer.
– Try to be as interesting and
intriguing as possible.
– Recruit within community.
– Brand within community.
SEO and SMO Attributes of Facebook
� (SMO) Groups– Create a Group or Groups
focused on company and
user needs.
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user needs.
– Example: Insurance
Agent.
– Promote transparently.
SEO and SMO Attributes of Facebook
� (SMO) Groups– Create a Group or Groups
presence with company-
related focus.
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related focus.
– Example: I Love Camping
(National Park Service).
– Promote as transparently
as possible, but
secondarily; link to
corporate site, add video
sponsored by company.
SEO and SMO Attributes of Facebook
� (SMO) Applications / Widgets– Facebook Applications are essentially widgets, or small
software programs, contained within the Facebook site.
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software programs, contained within the Facebook site.
– Allow users to add functionality to their sites, as well as the
sites of friends.
– Widgets are an excellent way for companies to touch and
interact with a large number of focused Facebook members.
– Often, Facebook widgets “go viral” and become extremely
popular within the site, spreading rapidly amongst users.
SEO and SMO Attributes of Facebook
� (SMO) Applications / Widgets– Brand recognition
– Direct sales
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– Direct sales
– Drive traffic to corporate site.
– Not only can widgets drive traffic, they can also improve
SEO: HTML links to corporate site can be installed.
SEO and SMO Attributes of Facebook
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SEO and SMO Attributes of Facebook
� Adanomics.com– “Stock market” of
popular widgets.
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popular widgets.
SEO and SMO Attributes of Facebook
� Clearspring.com– Create widgets free
or inexpensively.
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or inexpensively.
– Can be as simple as
a graphic.
– Several companies
like this exist
– *Clearspring offers
“HTML Wrapper”
Pros and Cons of Facebook Promotion
� Pros– Wide audience of consumers
– Some SEO attributes
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– Some SEO attributes
– Great online marketing potential
– Offers a “personal” branding opportunity
� Cons– Limited SEO parameters
– Widget market may be getting saturated
Measuring Social Media Success
� Top Referring Sites: A good SMO campaign should influence where top
referrals are coming from.
� Top Referring Keywords: Search phrases driving traffic to a site can be
influenced by SMO initiatives.
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influenced by SMO initiatives.
� Time on Site: If SMO initiatives are well targeted, visitors will spend more
time on the website. If off target, watch bounce rates and diminishing time
spent on the site.
� RSS Syndication: Number of users and referrals over time.
� Blog Statistics: From Technorati, Digg, etc.
� Unique Visitors: SMO initiatives can provide a surge of new, unique visitors.
� Visits Per Month: Or quarter or week, over time and compared on an
annual basis.
For a copy of this presentation, please email:
amyp@netconcepts.com
CONFIDENTIAL © 2008 Netconcepts www.netconcepts.com jeffm@netconcepts.com
Contact me:
jmuendel@netconcepts.com
THANK YOU!
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