seo & social media
DESCRIPTION
This presentation answers the question how Social Media does influence SEO.TRANSCRIPT
![Page 1: SEO & Social Media](https://reader033.vdocuments.site/reader033/viewer/2022060117/5586ea6dd8b42a04138b471b/html5/thumbnails/1.jpg)
Amazee Metrics AG / Förrlibuckstr. 30 / 8005 Zürich / [email protected]
Search Engine Optimization & Social Media
1.10.2014, School of Management Fribourg Evelyn Thar, CEO Amazee Metrics
![Page 2: SEO & Social Media](https://reader033.vdocuments.site/reader033/viewer/2022060117/5586ea6dd8b42a04138b471b/html5/thumbnails/2.jpg)
Agenda
1
2
3
What Is Search Engine Optimization?
How Does Social Media Influence Search Engine Optimization?
How Does Search Engine Optimization Work?
![Page 3: SEO & Social Media](https://reader033.vdocuments.site/reader033/viewer/2022060117/5586ea6dd8b42a04138b471b/html5/thumbnails/3.jpg)
What is Search Engine Optimization?
![Page 4: SEO & Social Media](https://reader033.vdocuments.site/reader033/viewer/2022060117/5586ea6dd8b42a04138b471b/html5/thumbnails/4.jpg)
Why Search Engine Optimization?
4
http://www.brightedge.com/blog/how-brands-use-organic-search-content-to-drive-traffic-and-revenue/
![Page 5: SEO & Social Media](https://reader033.vdocuments.site/reader033/viewer/2022060117/5586ea6dd8b42a04138b471b/html5/thumbnails/5.jpg)
Organic Revenue
5
August 2014, B2B, US Market:
http://www.brightedge.com/blog/how-brands-use-organic-search-content-to-drive-traffic-and-revenue/
![Page 6: SEO & Social Media](https://reader033.vdocuments.site/reader033/viewer/2022060117/5586ea6dd8b42a04138b471b/html5/thumbnails/6.jpg)
Organic vs Paid Search Results
6
Paid Search Results: AdWords
Paid Search Results: AdWords
Organic Search Results:
![Page 7: SEO & Social Media](https://reader033.vdocuments.site/reader033/viewer/2022060117/5586ea6dd8b42a04138b471b/html5/thumbnails/7.jpg)
Search Engine Optimization (SEO)
7
SEO helps you to rank well within the organic results for the relevant keywords.
![Page 8: SEO & Social Media](https://reader033.vdocuments.site/reader033/viewer/2022060117/5586ea6dd8b42a04138b471b/html5/thumbnails/8.jpg)
Search Engine Result Pages (SERP)
8
Title URL Meta Description
Too long
Perfect
Replaced by Google
Meta Description:
![Page 9: SEO & Social Media](https://reader033.vdocuments.site/reader033/viewer/2022060117/5586ea6dd8b42a04138b471b/html5/thumbnails/9.jpg)
Search Engine Result Pages (SERP) 2
9
Sitelinks Knowledge Graph / Google My Business
![Page 10: SEO & Social Media](https://reader033.vdocuments.site/reader033/viewer/2022060117/5586ea6dd8b42a04138b471b/html5/thumbnails/10.jpg)
Search Engine Market Share Switzerland
10
h"p://www.blog360.ch/marktanteile-‐von-‐suchmaschinen_396
![Page 11: SEO & Social Media](https://reader033.vdocuments.site/reader033/viewer/2022060117/5586ea6dd8b42a04138b471b/html5/thumbnails/11.jpg)
How Does a Search Engine Work?
1. Crawling 2. Indexing 3. Ranking
![Page 12: SEO & Social Media](https://reader033.vdocuments.site/reader033/viewer/2022060117/5586ea6dd8b42a04138b471b/html5/thumbnails/12.jpg)
Crawling
• Spiders/Bots looking for content.
• Goal: Find all websites in the world.
![Page 13: SEO & Social Media](https://reader033.vdocuments.site/reader033/viewer/2022060117/5586ea6dd8b42a04138b471b/html5/thumbnails/13.jpg)
Indexing
• After crawling search engines index the websites and their content.
• Websites and their content are indexed and rated based on keywords.
![Page 14: SEO & Social Media](https://reader033.vdocuments.site/reader033/viewer/2022060117/5586ea6dd8b42a04138b471b/html5/thumbnails/14.jpg)
Ranking
• Search engines compare websites and rank them based on topic and relevance.
![Page 15: SEO & Social Media](https://reader033.vdocuments.site/reader033/viewer/2022060117/5586ea6dd8b42a04138b471b/html5/thumbnails/15.jpg)
Target Market and Language
15
Search Query Target Market: google.ch
German
French
Italian
English
Search Query Target Market: google.de German
![Page 16: SEO & Social Media](https://reader033.vdocuments.site/reader033/viewer/2022060117/5586ea6dd8b42a04138b471b/html5/thumbnails/16.jpg)
How Does Search Engine Optimization Work?
![Page 17: SEO & Social Media](https://reader033.vdocuments.site/reader033/viewer/2022060117/5586ea6dd8b42a04138b471b/html5/thumbnails/17.jpg)
SEO: Previous and Current Process Previous Process: • Meta Tags
• Links schemes, link farms • Article spinning • Comment spamming • Keyword stuffing
Current Process: • On-Site Audit:
Technical audit, mobile audit, indexing audit, usability quick check
• Link building strategy • Blogs, news • Social media strategy (SEO perspective) • Well written website content
Content Marketing and Link Building Black Hat SEO
Optimized for Machines Optimized for Humans
![Page 18: SEO & Social Media](https://reader033.vdocuments.site/reader033/viewer/2022060117/5586ea6dd8b42a04138b471b/html5/thumbnails/18.jpg)
SEO Process
1. Step: Off-Site Analysis
2. Step: On-Site Audit
3. Step: Continuous
Optimizations
![Page 19: SEO & Social Media](https://reader033.vdocuments.site/reader033/viewer/2022060117/5586ea6dd8b42a04138b471b/html5/thumbnails/19.jpg)
1. Off-Site Analysis
• Keyword analysis (Content SEO Check)
• Competitive analysis
• Link analysis
• Social media strategy
• International/multilingual SEO strategy
1. Step: Off-Site Analysis
2. Step: On-Site Audit
3. Step: Continuous
Optimizations
Goal: • Relevant SEO Keywords
• Definition SEO Strategy
![Page 20: SEO & Social Media](https://reader033.vdocuments.site/reader033/viewer/2022060117/5586ea6dd8b42a04138b471b/html5/thumbnails/20.jpg)
Content SEO Check
![Page 21: SEO & Social Media](https://reader033.vdocuments.site/reader033/viewer/2022060117/5586ea6dd8b42a04138b471b/html5/thumbnails/21.jpg)
2. On-Site Audit
1. Step: Off-Site Analysis
2. Step: On-Site Audit
3. Step: Continuous
Optimizations
• Technical Audit
• Mobile Audit
• Indexing Audit
• Usability Quick Check
Goal: Analysis and recommendations for technical SEO implementation
![Page 22: SEO & Social Media](https://reader033.vdocuments.site/reader033/viewer/2022060117/5586ea6dd8b42a04138b471b/html5/thumbnails/22.jpg)
Presentation of the SEO Audits
1. Step: Off-Site Analysis
2. Step: On-Site Audit
3. Step: Continuous
Optimizations
Presentation SEO Results • SEO Issues
• SEO Recommendations
![Page 23: SEO & Social Media](https://reader033.vdocuments.site/reader033/viewer/2022060117/5586ea6dd8b42a04138b471b/html5/thumbnails/23.jpg)
3. Continuous Optimizations
• Link-Building
• Technical Improvements
• Content Improvements
1. Step: Off-Site Analysis
2. Step: On-Site Audit
3. Step: Continuous
Optimizations
Goal:
Increase Ranking Positions: • Sustainable SEO efforts need at least 4 - 6 months.
• The more effort invested, the faster the visible results.
![Page 24: SEO & Social Media](https://reader033.vdocuments.site/reader033/viewer/2022060117/5586ea6dd8b42a04138b471b/html5/thumbnails/24.jpg)
How Does Social Media Influence SEO?
![Page 25: SEO & Social Media](https://reader033.vdocuments.site/reader033/viewer/2022060117/5586ea6dd8b42a04138b471b/html5/thumbnails/25.jpg)
Are Social Media Signals a Ranking Factor?
25
• Google officially denies that Social Media signals are a ranking factor.
• Nevertheless Social Media activity influences traffic volume, brand awareness and online visibility of a domain.
• Fresh and new content is shared mostly on social media – Google also wants to show new content to the users.
![Page 26: SEO & Social Media](https://reader033.vdocuments.site/reader033/viewer/2022060117/5586ea6dd8b42a04138b471b/html5/thumbnails/26.jpg)
What is a Ranking Factor?
Criteria to rate the topic and relevance of a website and use this to perform a ranking among the websites.
26
![Page 27: SEO & Social Media](https://reader033.vdocuments.site/reader033/viewer/2022060117/5586ea6dd8b42a04138b471b/html5/thumbnails/27.jpg)
Ranking Factors Study
• Searchmetrics Study based on 10'000 information oriented keywords in Germany and the US.
• Which factors distinguish high ranking websites from those with lower positions in Google search results?
• Causality ≠ Correlation.
27
![Page 28: SEO & Social Media](https://reader033.vdocuments.site/reader033/viewer/2022060117/5586ea6dd8b42a04138b471b/html5/thumbnails/28.jpg)
Ranking Factors 2014 for Germany
28
http://www.searchmetrics.com/de/knowledge-base/ranking-faktoren/
![Page 29: SEO & Social Media](https://reader033.vdocuments.site/reader033/viewer/2022060117/5586ea6dd8b42a04138b471b/html5/thumbnails/29.jpg)
Most Important Ranking Factors 2014
29
![Page 30: SEO & Social Media](https://reader033.vdocuments.site/reader033/viewer/2022060117/5586ea6dd8b42a04138b471b/html5/thumbnails/30.jpg)
Differences between Germany and the US
30
• The most important factor is the Click-Through Rate, that is new this year. This factor is even more important in the U.S.
• Google +1s are more important in the U.S. than in Germany. • Proof Terms are less important in Germany than in the U.S. • The Word Count in Anchor Texts has more significance in Germany. • The Share of Backlinks from the same country has more weight in Germany. • The Bounce Rate has more influence on the ranking in Germany. • Pinterest is more important for the ranking in the U.S. • Sitespeed has a greater impact in the U.S. • While Keywords in H1 are beneficial in Germany, they are penalized in the
U.S.
![Page 31: SEO & Social Media](https://reader033.vdocuments.site/reader033/viewer/2022060117/5586ea6dd8b42a04138b471b/html5/thumbnails/31.jpg)
Social Ranking Factors
• Four social networks can be considered as ranking factors: Facebook, Google+, Twitter and Pinterest.
• Social Signals have still the highest correlation. • Slight decrease of social signals in 2014 for the first time after 2012 and 2013.
31
![Page 32: SEO & Social Media](https://reader033.vdocuments.site/reader033/viewer/2022060117/5586ea6dd8b42a04138b471b/html5/thumbnails/32.jpg)
Facebook as a Ranking Factor
32
• Facebook is for SEO the most important social network. • Website on position 1 has the most Facebook shares, comments and likes. • Websites ranking lower on Google have a lot less Facebook signals.
![Page 33: SEO & Social Media](https://reader033.vdocuments.site/reader033/viewer/2022060117/5586ea6dd8b42a04138b471b/html5/thumbnails/33.jpg)
Google+ as a Ranking Factor
33
• Graph looks similar as the one for Facebook. • In 2014 the +1s increased the most compared with all relevant social media
networks.
![Page 34: SEO & Social Media](https://reader033.vdocuments.site/reader033/viewer/2022060117/5586ea6dd8b42a04138b471b/html5/thumbnails/34.jpg)
Twitter as a Ranking Factor
34
• Number of tweets is much lower than Facebook signals and slightly lower than Google +1s.
• Graph looks similar as the one for Facebook and Google+.
![Page 35: SEO & Social Media](https://reader033.vdocuments.site/reader033/viewer/2022060117/5586ea6dd8b42a04138b471b/html5/thumbnails/35.jpg)
Pinterest as a Ranking Factor
35
• The absolute number of social signals from Pinterest is very low. • Graph looks similar as the one for the other social media networks.
![Page 36: SEO & Social Media](https://reader033.vdocuments.site/reader033/viewer/2022060117/5586ea6dd8b42a04138b471b/html5/thumbnails/36.jpg)
SEO Recommendation for Social Media
• Check your Social Media Spread. • Include as many as possible of these four Social Media networks in your Content
Marketing Strategy.
36
Social Media Spread for heg-fr.ch:
![Page 37: SEO & Social Media](https://reader033.vdocuments.site/reader033/viewer/2022060117/5586ea6dd8b42a04138b471b/html5/thumbnails/37.jpg)
SEO Recommendations for
37
1. Facebook pages are indexed in Google.
2. Optimize your URL to match your brand or company name (no extra keywords).
3. Choose the correct category and up to 3 subcategories for your page.
4. Optimize the About section with an informative description including relevant keywords and make sure your address is correct.
5. Share high quality content there is a need for.
6. Link to your Facebook page from your website to verify the Facebook page.
![Page 38: SEO & Social Media](https://reader033.vdocuments.site/reader033/viewer/2022060117/5586ea6dd8b42a04138b471b/html5/thumbnails/38.jpg)
SEO Recommendations for 1. Optimize your URL using custom Google+ page URL.
2. Use relevant keywords in your business information.
3. Use a headline for all posts: The headline will show up as title tag of your post in SERPs.
4. Use targeted sharing option in addition to "public" (add "your circles and select individuals"). This triggers a notification for users the post was shared directly with.
5. Use hashtags and invent new ones.
6. Use the publisher tag to verify your website.
38
![Page 39: SEO & Social Media](https://reader033.vdocuments.site/reader033/viewer/2022060117/5586ea6dd8b42a04138b471b/html5/thumbnails/39.jpg)
SEO Recommendations for
1. Optimize your username (max. 15 characters).
2. Link to your real website and do not shorten the URL.
3. Optimize your Twitter bio (max. 160 characters) using relevant keywords.
4. Use a descriptive name for your Twitter profile photo.
5. Tweets should contain keywords and hashtags.
6. Use Twitter lists (make them public, use keywords, post them on the blog).
7. Use pictures and videos.
8. Link to your Twitter account from your website.
9. Use the follow button on your website.
39
![Page 40: SEO & Social Media](https://reader033.vdocuments.site/reader033/viewer/2022060117/5586ea6dd8b42a04138b471b/html5/thumbnails/40.jpg)
SEO Recommendations for 1. Optimize your username (max. 15 characters).
• If your business name is already taken, use a memorable, easy-to-spell keyword related to your brand.
• Use the same username as for the other social media accounts.
2. Optimize the About section (max. 200 characters)
• Use it for keyword rich description of who, what and where.
3. Search Privacy in Settings
• Make sure you activated the option to make it possible for search engines to show your Pinterest profile in search results.
4. Make sure you have a strong Pin description (max. 500 characters, use hashtags).
5. Use unique titles for your boards.
6. Use descriptive image names and keywords in the alt text.
7. Verify your profile: http://sproutsocial.com/insights/how-to-verify-pinterest/
40
![Page 41: SEO & Social Media](https://reader033.vdocuments.site/reader033/viewer/2022060117/5586ea6dd8b42a04138b471b/html5/thumbnails/41.jpg)
Questions?