smc panel: integrating social media marketing & seo
TRANSCRIPT
Integrating SEO & Social MediaBlurring Lines Between
SEO &Social Media
January 21, 2009
PRESENTATION ON
SEO & SOCIAL MEDIA ARE BUDDIES!
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Social Media on the Search page
1. Video on YouTube et al
2. Wikipedia3. Blogs4. Social Media
Sharing Sites– Reddit– Digg– Slideshare
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SEO & Social Media:Each Other’s Half
• Successful Social Media means Buzz
• LinksPeople Linking To You
• ContentPeople Writing About You
• Successful SEOMeans “Relevancy”
• ContentHaving What People Are Looking For
• Links:People Talking About You
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How Social Media fits with SEO
Word of Mouth via Social Media helps build massive buzz and links from bloggers other social websites.
Since buzz spreads virally, it is generally more scalable and cost-effective than traditional link building, which requires a one-on-one pitch to each website publisher.
HUH? THERE’S SOCIAL MEDIA IN MY SEO?
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Search Results can overflow with Social Media Content
Beyond Regular Websites
• Search Engines look for online content – not just traditional websites
“MC Hammer” search returned:
• Videos from YouTube & DailyMotion
• Twitter.com
• VentureBeat Blog
• Engaget Blog
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You can use Social Media Websites to Rank for Tough Terms
Situation
• My blog was not strong enough to rank for “Facebook Demographics”…
• …But my Powerpoint on “Facebook Demographics” is #1 on Google because of SlideShare.net
Take Away:
• If your website is not strong enough to rank well consider placing content on places where it will
• You still achieve the goal of getting in front of your audience
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Placing Content on KaboodleBackground
•Kaboodle is a social shopping community
• Behr is one of the largest paint companies in the US
Opportunity
• Short-Term: Optimize title, description of Behr’s “Explore Color” on Kaboodle
• Long-Term:Participate as a member of the Kaboodle shopping community
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Wedding Paper Diva’s “Linkbait” Situation
• Wedding invitation maker website
• Created webpage called “Geeky Wedding Photos”
• Collection of “Geek” themed weddings
SEO Results
• WeddingPaperDivas.com ranks #3 for “wedding invitations
• Over 1,440 links pointed to the webpage
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Blog Outreach for Farecast.com Launch
Traffic ActivitiesBlogging Outcome
– 195,844 visits after only 2 months (estimated from Hitwise, various)
– 50% of “Launch” Traffic from Blogs
– 200 Blog Posts in 3 Weeks
SEO Outcome– Top two pages for competitive
phrase • “cheap airline tickets”• “cheap airline ticket”
Number of Links
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Where can I share my content? How do I optimize to make it searchable?
WHY SOCIAL MEDIA NEEDS SEO COLLABORATION
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Missed Opportunity: GE’s Imagination Cubed
Situation
• GE launched an webapp called “Imagination Cubed” for Branding Purposes
• Has enough links that the *All Flash* website ranked within the top 5 for “imagination”
• Missed opportunity to direct links to GE’s website for SEO - build authority
Take Away
• Work with the SEO team to see how new initiatives can benefit SEO
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Missed Opportunity: Voices of the Olympic Games
Background
• Lenovo partnered with +100 Olympic Athletes to blog about the 2008 Games
Issues
• AJAX-based website was not crawlable or easily linked to
Missed Opportunity
• Have website visible by search engines
• Bring more links pointing to Lenovo.com website
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Sharing SEO Analytics with Social MediaWhat SEO/Analytics can share with Social Media:
2.How People Search/Describe Things?
• Understand how people describe and *not* describe what your website offers – and the link to that and the conversion cycle
3.Where did they come from?
• Referral information can reveal what social media websites your audience is already using and should leverage
4.What type of content they reading most on your website?
• Viewing the top content category can help identify the type of content your social media campaigns should focus on
5.Where they live?
• Ability to understand the background of your visitors and how to engagement them.
SUMMARY
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The Three Take Aways
• Optimize Your Content (not just website)Place content on social media websites to get your content ranked well on their website. (Check out Brian Solis’ “Social Media Prism” for ideas)
• Think beyond GoogleBe searchable wherever people search e.g. Kaboodle
• Share AnalyticsSEO Team usually have great experience analyzing analytics – use it for Social Media
• Buzz & Blog Outreach (PR Integration)Work with the PR team to participate online and create buzz for more links
THE END. THANK YOU!
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Thank You!Daniel Riveong
“Integrating SEO & Social Media”
Social Media Club SF/SV, Jan 21, 2009
Who?
SEO, Social Media Guy (Bourbon Drinker)
Head of SEO, e-Storm International SF
Where?
San Francisco, California
Contact for Questions?
SMS: Text “Riveong” to 50500
Blog: http://emergence-media.com
LinkedIn: http://www.linkedin.com/in/danielr
Twitter: http://twitter.com/danielriveong
Email: [email protected]
Credits – Photos & Case Studies• mindluge, “holding hands”
http://www.flickr.com/photos/mindfire/316194679/
• Jemsweb, “Shocked”, link:http://www.flickr.com/photos/jemsweb/2282859606/
• Briansolis, “The Conversation Prism”, http://www.flickr.com/photos/briansolis/2735401175/
• Quinn.anya, “Collaboration”, http://www.flickr.com/photos/quinnanya/111201180/
• Jennifer Laycock, “Why the Social Media World Needs to Understand SEO”, http://www.searchengineguide.com/jennifer-laycock/why-the-social-media-world-needs-to-unde.php