search engine optimisation (seo) and social

Search Engine Optimisation (SEO) and

Social Media Blend SEO and Social Media to create exposure,

rankings and traffic for your online business.

Helping Business Owners Get the Most from The Web

www.seosynovation.com

Contents of SEO and Social Media

1. What is Social SEO and ITS Impact on your Business

2. The impacts of Google Algorithm Updates3. SEO Focal Points - Keywords4. Social Media Success5. Google and Content6. Mobile Responsive Websites7. Action Plan



Helping Business Owners Get the Most from The Web www.seosynovation.com

What is Social SEO

For Your Online

Business

Creates

Exposu

reCreates

Rankings

Creates Traffic

Social SEO is the blending of search engine optimisation with social media channels and tactics. Participating in Social Media Channels, exposing your website content to social media audiences and gaining followers will, in time, create traffic, exposure and rankings.



How Does Social Media Impact SEO?

Social

Media

Link Opportunities

Personalisation

Brand Awareness

Website Authority

Social Media benefits Search Engine Optimisation through Link Opportunities, Traffic and Brand Awareness, Customer Profiling and Personalisation, Citations and Website Authority.

TIP!



The Impact of Google Algorithm Updates on SEO The first Panda Update was dated February 2013

with numerous revisions since. Panda focused upon spamy websites, low quality content websites and pages with keyword stuffing.

The Penguin Updated was launched in April and heavily revised in October 2015. This update primarily focused upon link building techniques and manipulation. Google goal is to return relevant webpages to users queries/keywords. It does not want irrelevant pages returned to searches queries that are irrelevant to users due to webpages containing keyword stuffing that are irrelevant. Hummingbird Updates was launched in September

2013. Its most recent update of August 2014 focused upon thematic keyword phrases and a higher emphasis on the intent of the search term.



The Impact of Google Hummingbird Update on Content Hummingbird Update was launched in

September 2013. The updates primary responsibility was illustrated by Matt Cutts a Google Engineer as:

“Hummingbird will take a search engine query either in the form of a short or long tailed keyword phrase and try to decipher the context or intent of the phrase rather than chase the specific keywords of the phrase. Google goal is to match the search engine results to users queries that actually answer the keyword phrase”.

What Must be Done to Websites to meet Hummingbird Goals

Technical Site Features – Create an internal link structure and architecture that facilitates the customer moving through your site. Fast page loading, optimised images and sitemaps all contribute to the end-user experience.On-Page Elements - Basic on-page elements still play a huge role in SEO ranking. Title tags, page URLs, ALT image tags and appropriate H1 tags are taking on new levels of importance. Content - Make sure your content is never duplicated, always high quality and is relevant and useful to your audience.



KeywordsUse specific short tailed (2 word keyword phrase) and long tailed (3 or more word keyword phrase) on you webpage.

1. ROOT Keyword Phrase – a 1 or 2 keyword phrase that creates awareness.

Awareness

2. INTERST Keyword Phrase – a 2 -3 keyword phrase that indicates INTEREST 3. LEARN Keyword Phrase – 2 or 3 keyword phrase that creates LEARNING4. SHOP Keyword Phrase – 3 or 4 keyword phrase that indicates a willing to buy. 5. BUY Keyword Phrase – 3 or 4 keyword phrase that indicates a willing to buy.

Interest

Learning

Shopping

Buying

TIP!



The Commercial Intent of Keyword Phrases

Buy Now Keyword Phrases UseBuyCouponDiscountDealShipping

Product Keywords UseReviewBestTop TenSpecific Brand Product NameCheap and Affordable

Informational Keywords UseHow ToBest Way ToWays ToI need To

Tyre Kicker PhrasesFreeDownload………… For FreeGet Info………….

AdWords Keyword Planner – the suggested bid price of any keyword suggested by Googles Keyword Planner can be used as an indication of the commercial intent of the keyword phrase. The higher the bid price the more valuable is the keyword. Use these keywords to optimise you webpage for organic search.

TIP!



Types of Keywords

Root Wor

d

Synonym

Keywords

Correlating

Keywords Co-

occurring

Keywords

TIP!

Your Root Keyword is the central keyword that appears in the meta title and the description of the webpage. Synonym Keyword are words that mean the same as the root keyword (lion & feline cat), correlating keywords are words often used to connect to the root keyword (lion and king of the jungle), and co-occurring keywords are words associated with the root keyword (lion & predator).Use all keywords, Root, Synonyms, Correlating and co-occurring in meta tags, headings H1 – H6 and the body of the webpage content. KEEP ALL PAGES UNIQUE.

Keep track of these keywords relating to the ROOT in a spreadsheet for each webpage. Specify what the keywords are and where they are used.



Measure Social Media Success

Before you can measure social media success

you need to understand what it is.

Targeting & Understanding Your

Audience

Interacting With Your Audience

Selecting Appropriate Social Media

Channels

Creating Content That Your

Audience Wants

Your Audience

Wants Quality

Regularity is Key

It’s imperative to interact with your

social media audience of appropriate channels. Quality

content must be distributed

to make connections, sharing and

new customers.

Blanket social media

advertising rarely work.

Its best to target

audiences that are interested

in your product.



Measure Social Media SuccessThe most telling measurement is the number of items sold that originating by a social media selling strategy. To identify a new customers obtained by a social media campaign is not easily as

many factors are involved the most important is timing. A conversation with a potential sale may have lasted several

months or even years before a sale is made.

Sales from Campaigns

Clicks To Web Site

Number of Downloads



Google and ContentOriginal content with optimised keywords pushes your website ranking upwards on search engine result pages.

Poor and ill structured content that tells a bland story that is ill conceived will drive down your position in search engine rankings.



Mobile Responsive WebsitesAnnounced on 26 April 2015, Mobile Responsive Websites gained ranking in search engine results.

Websites that are not mobile responsive will rank lower in search engine results. In most recent surveys by

Google show that more than half of searches on performed on mobile devices such as smartphones,

tablets and laptops.

According to Google, the mobile-friendly algorithm affects mobile searches in all languages worldwide and

has a significant impact on Google rankings. This algorithm works on a page-by-page basis - it is not

about how mobile-friendly your pages are, it is simply are you mobile-friendly or not. The algorithm is based on such criteria as small font sizes, tap targets/links,

readable content, your viewpoint and others.



Action PlanFocus on Channel Integration of keywords and content. For example, lets

say you have created a unique piece of content that emphasises the benefits of your product to your target audience. In order to satisfy Google

recommendation for unique content it is necessary to repurpose at least 65% of that unique piece of content into multiple pieces and distribute it

across your chosen social media channels.

There is what you do first: create lists of root, synonyms, correlating and co existing keywords in silos for your products or services. Secondly organised them in social media channels by SEO factors.



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