community managers masterclass: seo

STORY TELLING FOR SEARCH & SOCIAL MEDIA

JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com

MASTERCLASS

SEO not only holds the key to how many people interact with your brand, but also the key to reputation.

Knowing this, you have a deeper understanding of the digital platform.


STORY TELLING

COMMUNICATIONSHow you tell your story

COMMUNITYThose who narrate your story for you

CONTENTThe way your story is narrated and received


REPUTATIONWHY WE ALL GET PAID.


WHY IS THIS IMPORTANT

In one way or another, brands are influenced by their reputation above all else.

What people think, how people feel and what they say to other people is critical to their success.


WHAT THIS MEANS FOR US

The offline and online worlds are truly connected and have changed the way we communicate and interact with each other.

Search & social have changed the way we make decisions & the way our perceptions are formed.


FIRST IMPRESSIONS

Do we all know why search is critical to reputation? Because people don’t remember URLs:

the numbers one searched for keyword last year was Facebook.


FIRST IMPRESSIONS

What’s ranking?

- Reviews

- Social

- Brand sites

- Universal results (video etc)

CONTENT: THE CORNER STONE


CONTENT

First, we need to understand why content is important to digital:

- Utility

- Access

- Entertainment


UTILITYALL TRANSFORMERS EXIST TO FUNCTION.


UTILITY

In a world of diminishing time and 1,000 distractions, good content gives us utility

The ability to perform tasks (new and existing) with ease.

Create it, brand it or buy it: the company will be recognised for their work.


ACCESSTRANSFORMERS TAKE ON EARTHLY FORMS TO FIT IN.


ACCESS

Content itself gives us something else: access.

Access to those who want to participate, but don’t want to create (cue the 90-9-1 rule).


ENTERTAINMENTTRANSFORMERS LOOK AMAZING.


90-9-1THE COMMUNITY MANAGEMENT ELEMENT.


90-9-1

The make up of your community and how they affect your SEO and social media presence (AKA your reputation)


90

Still probably the most important group to influence, the 90% of people who will simply view your content.

SEO: Google remembers the results of the user-journey into your page.


9

Facebook gives us the easy, low commitment “Like” button on just about every web page today, it means we can interact without needing to think too much.

SEO: Links to sites need to be on public pages


9

But it’s these guys we need to care about:

The advocates.

They will tell your story better than anyone else; Google knows that too.


But which ones?

FORUMS: Communities of these little brand-freaks coming together to pay homage to your brand, product or industry.

Google is paying attention and ranks these bad-boys up top, so make sure they’re on board.


1

The one percent of people; the meme creators.

These unholy gods of internet warfare, in my opinion, are unique and should be let alone.


1

Brands still have a chance and should create content regularly that reflects their true identity and offers utility, value or entertainment.

If one goes viral, well we all know what happens then.


90THE MUTE MAJORITY

9SEO SUPPORTED PRIMARILY BY THESE PEOPLE

LEAD AND DRIVEN FROM THE BRAND1

SEO AFFECTED


90SEARCH: CLAIM YOUR LISTING ON SEO/OPTIMISE LISTING ONSITECONTENT: REGULAR & OFTENON-SITE: CODE YOUR SITE PROPERLY

9

AUTHOR RANK: GOOGLE & BING HAVE SAID IT COUNTS (TWITTER)FORUM PRESENCE: STRONG SIG FILES & LOTS OF ENGAGEMENTON-SITE: LIKE BUTTONS, SHARE BUTTONS, COMMENTS

CREATE CONTENT: ACCESS//UTILITY//ENTERTAINMENTINTEGRATE PR: MEDIA, SPOKESPEOPLE, OUTREACH PROGRAMS

1

SEO AFFECTED


STORY-TELLING STRATEGY

1

9

90

COMMUNICATIONS: YOUR STORY

COMMUNITY:NARRATING YOUR STORY FOR YOU

CONTENT: THE WAY YOUR STORY IS NARRATED BY YOU AND OTHERS


AMPLIFICATIONWE NEED TO FIND A NEW PLANET.


USE ALL YOUR WEAPONS

Search and social media should never be orphan strategies.

Let’s look at how each community segment can benefit your SEO strategy.

PR

PAID MEDIA SOCIALCONTENT

ON-SITE SEO OFF-SITE SEO


PR INTEGRATIONREPRESENTING THE VOICE.


PR: MORE THAN JUST MEDIA

•INTERVIEWS

•FRONT PAGE MEDIA

•SPOKESPEOPLE

•FORUM REPRESENTATIVES

•COMMUNITY MANAGERS


PR: SEO

• REVIEWS

• OUTREACH

• EDITORIAL HITS

• VIDEO

• The “Sam Whitwicky” of digital strategy


PLATFORMSUPGRADE YOUR SYSTEMS.


WAIT. SEO.

REPUTATION:- Default process- PageRank- Anchor Copy- Inbound links- URLs- Page Titles- Headings

- Meta keywords/descrips- Body copy- Internal link copy- Image alt tags- Asset properties- Copy (Prom, Prox, Dens)- Sitemaps- Accessibility


WAIT. SEO.

- TrustRank- Keyword strategy: // Research // Popularity // Competition // Priority


2010 Key Factors

- Local search- Social media signals- Online brand presence- Mobile search- Video- Branded search

http://www.bruceclay.com.au/seo/report/bruceclay_aus_seo_factors_trends_jan2011.pdf

- Mayday update- Website speed- Rich snippets- Spidering and indexing- Linking- Google instant- Instant previews


TRENDS FOR 2011

- Search Engines V SPAM- Positive reviews and ratings- Interactive search results- Personal & Local- Landing pages- Click through rates- HTML 5

http://www.bruceclay.com.au/seo/report/bruceclay_aus_seo_factors_trends_jan2011.pdf


ISSUES & CRISIS MGTWHEN DECEPTACONS ATTACK.


ISSUES & CRISIS RESPONSE

SEARCH & SOCIAL will be critical. Having an appropriate infrastructure is paramount.



63% of a company’s market value is attributed to reputation

The Economist Intelligence Unit rates REPUTATION RISK as the highest risk factor to a business (greater than regulatory risk or crime)



41% of global executives regard confidential or leaked information appearing online as a top risk to their company’s reputation

The first 120 minutes of a crisis can determine the public’s perception of your organisation


HOW TO RESPOND

Social: Monitoring 24/7

SEO: Creation of ‘dark sites’

PR: Activates spokespeople and advocates

SEM: Paid search

Digital: Website features


STRATEGYFOR TODAY, TOMORROW & THE FUTURE.


STRATEGY

KNOW: What does success look like?

AUDIT: Where are you now?

AUDIENCE: Who do they think you are?

MEASURE: How will we know it is working?


STRATEGY

Short-term: Content development

Medium-term: SEO (On-site & Off-site)/digital strategy

Long-term: Community management


MASTERCLASS

UNDERSTAND REPUTATION.

UNDERSTAND YOUR AUDIENCE (90-9-1).

KNOW HOW TO WIELD THE POWER OF CONTENT.

USE YOUR ENTIRE DIGITAL ARSENAL.

KNOW YOUR SEO PLATFORMS.

BUILD AN ISSUES & CRISIS PLAN.

STRATEGY FOR TODAY, TOMORROW & THE FUTURE.


STORY TELLING

COMMUNICATIONSHow you tell your story

COMMUNITYThose who narrate your story for you

CONTENTThe way your story is narrated and received

community managers masterclass: seo

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