how to create a dynamic social keyword strategy 2.19.13

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

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When you’re planning marketing communications, it is increasingly important to optimize every outlet that might populate or affect your company’s search results or “digital shelf space.” As social signals become more and more prevalent in determining organic search results and rankings, it’s essential for companies you to create a dynamic keyword strategy for social media campaigns. Join Max Silver, Social Media Marketing Specialist at 451 Marketing, as he outlines: The increasing impact of social media on search engine results How to define the top keywords for your social media campaigns How to craft and execute your brand’s strategy to enhance posts’ rankings in search engines

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Page 1: How to Create a Dynamic Social Keyword Strategy 2.19.13

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

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Max SilverSocial Media Specialist

617-329-9835

[email protected]

www.linkedin.com/in/maxesilver

@maxesilver

www.451Marketing.com

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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)

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Paid Results

OrganicResults

Search Engine Results Page (SERP)

SearchQuery

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ContentCode Connections

SEO: The Three C’s

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YOUR BRAND

YOUR BRAND

YOUR BRAND

YOUR BRAND

YOUR

BRAND

Concept: Digital Shelf Space

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1 Billion Users

500 Million Users

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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

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Social Directly Affects Search Results and Rankings

90mm+ Google

users see personalized

SERPS

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Google+ Part of Logged-out Results

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Tweeted URLS Earn Direct Links

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Bing Results Show Posts by Facebook Friends

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YOUR BRAND

YOUR BRAND

YOUR BRAND

YOUR BRAND

YOUR

BRAND

YOUR BRAND

YOUR BRAND

YOUR BRAND

YOUR BRAND

YOUR BRAND

YOUR BRAND

YOUR BRAND

Digital Shelf Space: Expansion

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Taking Social Search to a New LevelFacebook Graph Search

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Third Screen

How We Consume Information

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YOUR BRAND

YOUR BRAND

YOUR BRAND

YOUR BRAND

YOUR

BRAND

YOUR BRAND

YOUR BRAND

YOUR BRAND

YOUR BRAND

YOUR BRAND

YOUR BRAND

YOUR BRAND

Digital Shelf Space: Maximized

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• 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

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Social Keyword Strategy

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• 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

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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

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• 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

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Using Social Keywords

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Using Social Keywords

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Optimize URLs

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Optimize Blogs

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Optimize Posts and Updates

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Success Stories

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Success Stories

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Success Stories

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Success Stories

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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

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Questions?

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• 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

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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

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