improving seo conversions through social content - gillian muessig
TRANSCRIPT
Using Social Content to Increase Conversions
Gillian Muessig
Cofounder | President SEOmoz
OMS at DMA San Francisco
October 10, 2010
• Basics• Conversion Optimizers• Specific Optimization Tips
Today’s Menu
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The BasicsStats &
Content Types
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Social Content in SERPs
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Social Media Popularity Around the World
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Check Us Out on Facebook
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www.frankthinking.com 03/2010
SMBs on social media sites doubled from 12 to 25% in 2009
Hospital Social Media Activity 2010
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830 Hospitals395 YouTube Channels 639 Facebook pages635 Twitter Accounts411 LinkedIn Pages92 Blogs
Read more: http://ebennett.org/time-to-re-think-hospital-social-media-adoption/#ixzz11o05kbhT
Social Media Platform Effectiveness
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Read more: New Media, New Influencers, and Implications for Public Relations, 2008 Society for New Communications Research
237 Marketing Communicators report their perception of the effectiveness of social media platforms
Conversion Optimizers
• Be a Scout• Reduce Risk• Increase Confidence• Create Urgency• KISS!
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http://www.siteposition.ca
Be A Scout (be prepared)• Know Your Customer
• Age• Socio-economics• Culture• Politics• Location• Weather
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Emotional Hooks
@AimClear # SMX NYC 2010
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• Anger• Exclusivity• Fear• Flattery
• Greed • Guilt or salvation• Desire to be recognized• Desire to understood
Emotional Hooks
Hershell Lewis The Art of Writing Copy, DMA 2010
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• Emotional hooks beat statistics every time
• 25% of children who contract… die of this disease. or -
• We lost Jimmy today… but Karen, Sacha, and Beryl will live.
Reduce Risk
• Money-back guarantee• Free shipping• Clear, generous return policy• Trial offers• Exchange privileges• Lease-to-buy
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Increase Confidence• Readily available customer
service• Testimonials• Brand recognition• Manage your reputation• Consistency in verbiage &
costs
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Localize Content• Localized colloquial language
includes:• Pop culture• Local slang• Local politics• Local slang• Local weather• Local news
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When In Rome…• Written word is NOT talk
written down• …but it’s getting closer• Use demographic
appropriate jargon• Speak like the Romans
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Create Urgency• One time offers at signup• Time limited sales
as a business model• Woot, Groupon, etc
• Occasional time limited offers• Refer to ad motivators –
• Fear of not being first• Fear of being left behind
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KISS• Reduce # options
• Good-Better-Best• White space is your friend• Consistency
• Process• Branding• Fonts and color palettes• Corporate voice
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KISS
• Email campaigns • Avoid too many post scripts• Be as specific as possible• Avoid glittering generalities• Use the 1st person singular/plural• Eschew obfuscation• Brutally red pen your copy
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The Elements of Social Media
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Social Media Platforms
• Blogs• IM - in the moment• Asynchronous communications• Vertical market social media sites• Image repositories• Video repositories• Social Commerce
http://www.seomoz.org/labs/lda
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Optimize Blogs
• QDF – keep it fresh, update 3-7x week• QDR – stay on topic 90% of the time• Write for readers, SEO and SMM success
• Understand LDA• Including Video in blogs increases readership
• SEOmoz blog -• SEOmoz Whiteboard Fridays
http://www.seomoz.org/labs/lda
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Video Value• 363,762 visits to text blog posts last month
• Average time spent: 03:11 •34,000 visits to (4) Whiteboard Friday blog posts
• Average time spent of 04:54 min
• 10% traffic go to Whiteboard Friday posts• Average time on post: +2 min• More comments
http://www.seomoz.org/blog
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Vertical Social Media Opportunities• WAYN• TripIt• Dopplr• SeatGuru• PhoneTag• FlyerTalk• Facebook, LInedIn travel groups• LonelyPlanet.com forums• Yelp, Urban Spoon….
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“I’m looking for a latte in Lesotho…”
Social Commerce
• Direct link between Social Media and Commerce
• Success is directly related to the strength of your community
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Community Development• Tight niche market• Focus on shared values, shared goals,
shared experience• Create a sense of exclusivity• Promote inclusion – share info• Encourage discussion
• Damn it vs damn you• Meld marketing and customer service
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The Bigger Picture• Social media to conversion process is NOT
just about what to post and where• It’s about determining
• Who your audience is• Where they hang out• Where they want to hear from you• When – frequency, days, times• How – email, tweets, blogs, videos,
images, white papers, testimonials
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The Bigger Picture• It’s about
• Consistency across an intelligently selected set of platforms
• Allocating sufficient resources to listen, report, ponder, and take action on a business, as well as marketing level
• Establishing a business model that melds marketing, advertising, and customer service
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Thank-you!
Gillian MuessigPresident, SEOmoz, Inc.@SEOmom
www.seomoz.org
No, REALLY Thank-you
WHITEHAT2010Enjoy a 25% Discount at SEOmoz.org
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