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Social Media Optimization Case Studies & Tips

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TopRank Marketing Agency
TopRank Marketing Agency

Learn fundamentals of Social SEO: Social Media Optimization case studies. Includes an overview of social media marketing and search engine optimization with examples and case studies. Presentation topics include: - Planning Social SEO - Practical Tactics for Optimizing Blogs, LinkedIn Facebook, Twitter, YouTube - Social SEO Tools Lee Odden, CEO of TopRank Online Marketing

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Social Media Optimization Basics of Social / SEO Lee Odden - @leeoddenTopRankMarketing.com
About TopRankMarketing.com Specialists in Social SEO & PR Media: Clients: “The SEO team at TopRank has been instrumental to growing a key business for our organization. I recommend TopRank’s SEO consulting services without reservation.” William Murray, President and COO, PRSA
Agenda Search & Social from 30,000 Ft Planning Social SEO Practical Tactics for Optimizing Blogs, LinkedIn Facebook, Twitter, YouTube Social SEO Tools
“What kind of social media works best for SEO?” “How best to build links with social media?” “Do social media links pass PageRank?” “Is social content SEO limited to benefitting search visibility on Google?” “How can I automate social media SEO?” What are your social media questions? SEO Social Media Questions
Why Social + SEO?
Startup Company: Site & Blog SEO Social content & promotion 2 Years: 400 new customers $12m recurring rev Blog & SEO most effective marketing tactics B2B Social SEO Example Two top 10 rankings: “b2b marketing” Plus thousands of other phrases
Build Community Connect With Customers Influence Media Coverage Improve search visibility Increase Sales Why Social Media?
60% of marketers plan to take money away from traditional marketing and spend it on interactive ads instead 59% of that interactive spend will go towards SEO and PPC Follow the Money = Search
Marketingsherpa: Social Media Social Marketing Budgets Increase In ALL Industries
SEO = Increased Conversions SEO is the most effective Online Marketing tactic for generating conversions Source: Forbes Ad Effectiveness Survey June 2009
TopRank Social Media Poll ,[object Object]
6 of the top ten tactics:Social Media
TopRank Social Media SEO #3 “digital marketing”
Rise of Social Search 3 of the top 20 search engines are search within a social network Facebook % of increase was more than double of any other search engine comScoreqSearch Dec 2009 U.S. Search Engine Rankings
Optimize Social Media for Search The role of SEO in a social media effort is to directly influence discovery of social communities or content via search. Link Building for SEO Through Social Media Indirectly, social content can boost links to website content, improving search traffic and online sales. SEO & Social: Yin Yang
The Silo Problem Most marketers approach SEO & Social Media as independent tactics: Social Media SEO Branding Community Rankings Conversions
Social Media Lacking SEO: First successful Blog from Walmart ,[object Object]
Good social features & user experience
Numerous technical issues for search engines
Over 16,000 inbound links!
What do they rank for?,[object Object]
Social Media Lacking SEO: Solution: ,[object Object]
Use keywords in post titles
Use keywords in links between posts
Encourage inbound links to categories,[object Object]
Social Boosts SEO 8,840 Inbound Links Top 10 ranking “blender”
Case Study: Online Games 6 month old site, little traffic SEO & Social: Blog, Twitter, Facebook Increase web traffic by 4,400% 23,614 inbound links Top Google rankings for phrases like: online puzzles 300,000 visitors per month Now sells advertising as well as products smart-kit.com
Case Study: Fabric Retailer Overspending on ads Site SEO & Link Buildig Social: Blog, FB, Twitter Increased web visitors 214% 5,332 inbould links 282 #1 Google Rankings Top 10 rankings including “fabric stores” Search sends 80% of web site traffic Reduced marketing spend Increased sales jandofabrics.com
SEO with Social Tools
Strategic SEO & Social Media Audience Objectives Strategy Tactics Twitter SocNet Video Blog News Search Engine Optimization Goal
“Keyword optimization to improve search visibility on social media and standard search engines.” SEO = Keywords + Links Social Media Optimization
WordTracker Keyword Discovery Wordstream SEMRush Google Keyword Tools AdWords Search-Based Trends Insights For Search Standard SEO Keyword Tools
Social Keyword Research News Blogs Social Tags Forums Twitter Comments Video Images
Social Data Aggregation
Social Data Analysis (SM2)
Standard Keyword Glossary Social Keyword Glossary Look for Cross-Over Phrases Map keywords to content Optimize Accordingly Real Time Marketing Tip:Use Trending Social Phrases for On-Demand SEO of Social Content Social SEO Keywords
Types of Content to Optimize: Titles File names Descriptions Anchor text (links) Tags Show notes & transcriptions Social Media Optimization
Create, package and promote content worth linking to Develop social distribution channels: RSS Twitter Facebook & LinkedIn status Facebook & LinkedIn groups Build Networks: Digg, Delicious, StumbleUpon, Flickr, YouTube Social Media Link Building
Social Media Tools to Optimize
Social Media Tools ,[object Object]
Facebook
LinkedIn
YouTube
Flickr
Twitter,[object Object]
Social/SEO Synergy
Create keyword glossary Keyword categories Post based on desired keyword rankings Respond to insights from analytics Blog SEO - Keywords
Blog SEO - Keywords Where to use keywords: ,[object Object]
Post titles
Categories
Body copy
Anchor text links
Tags
Image, Video alt text
URLs,[object Object]
Post title: “novelty fabric”(#1 on Google)
Image alt text

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Social Media Optimization Case Studies & Tips

  • 1. Social Media Optimization Basics of Social / SEO Lee Odden - @leeoddenTopRankMarketing.com
  • 2. About TopRankMarketing.com Specialists in Social SEO & PR Media: Clients: “The SEO team at TopRank has been instrumental to growing a key business for our organization. I recommend TopRank’s SEO consulting services without reservation.” William Murray, President and COO, PRSA
  • 3. Agenda Search & Social from 30,000 Ft Planning Social SEO Practical Tactics for Optimizing Blogs, LinkedIn Facebook, Twitter, YouTube Social SEO Tools
  • 4. “What kind of social media works best for SEO?” “How best to build links with social media?” “Do social media links pass PageRank?” “Is social content SEO limited to benefitting search visibility on Google?” “How can I automate social media SEO?” What are your social media questions? SEO Social Media Questions
  • 6. Startup Company: Site & Blog SEO Social content & promotion 2 Years: 400 new customers $12m recurring rev Blog & SEO most effective marketing tactics B2B Social SEO Example Two top 10 rankings: “b2b marketing” Plus thousands of other phrases
  • 7. Build Community Connect With Customers Influence Media Coverage Improve search visibility Increase Sales Why Social Media?
  • 8. 60% of marketers plan to take money away from traditional marketing and spend it on interactive ads instead 59% of that interactive spend will go towards SEO and PPC Follow the Money = Search
  • 9. Marketingsherpa: Social Media Social Marketing Budgets Increase In ALL Industries
  • 10. SEO = Increased Conversions SEO is the most effective Online Marketing tactic for generating conversions Source: Forbes Ad Effectiveness Survey June 2009
  • 11.
  • 12. 6 of the top ten tactics:Social Media
  • 13. TopRank Social Media SEO #3 “digital marketing”
  • 14. Rise of Social Search 3 of the top 20 search engines are search within a social network Facebook % of increase was more than double of any other search engine comScoreqSearch Dec 2009 U.S. Search Engine Rankings
  • 15. Optimize Social Media for Search The role of SEO in a social media effort is to directly influence discovery of social communities or content via search. Link Building for SEO Through Social Media Indirectly, social content can boost links to website content, improving search traffic and online sales. SEO & Social: Yin Yang
  • 16. The Silo Problem Most marketers approach SEO & Social Media as independent tactics: Social Media SEO Branding Community Rankings Conversions
  • 17.
  • 18. Good social features & user experience
  • 19. Numerous technical issues for search engines
  • 20. Over 16,000 inbound links!
  • 21.
  • 22.
  • 23. Use keywords in post titles
  • 24. Use keywords in links between posts
  • 25.
  • 26. Social Boosts SEO 8,840 Inbound Links Top 10 ranking “blender”
  • 27. Case Study: Online Games 6 month old site, little traffic SEO & Social: Blog, Twitter, Facebook Increase web traffic by 4,400% 23,614 inbound links Top Google rankings for phrases like: online puzzles 300,000 visitors per month Now sells advertising as well as products smart-kit.com
  • 28. Case Study: Fabric Retailer Overspending on ads Site SEO & Link Buildig Social: Blog, FB, Twitter Increased web visitors 214% 5,332 inbould links 282 #1 Google Rankings Top 10 rankings including “fabric stores” Search sends 80% of web site traffic Reduced marketing spend Increased sales jandofabrics.com
  • 30. Strategic SEO & Social Media Audience Objectives Strategy Tactics Twitter SocNet Video Blog News Search Engine Optimization Goal
  • 31. “Keyword optimization to improve search visibility on social media and standard search engines.” SEO = Keywords + Links Social Media Optimization
  • 32. WordTracker Keyword Discovery Wordstream SEMRush Google Keyword Tools AdWords Search-Based Trends Insights For Search Standard SEO Keyword Tools
  • 33. Social Keyword Research News Blogs Social Tags Forums Twitter Comments Video Images
  • 36. Standard Keyword Glossary Social Keyword Glossary Look for Cross-Over Phrases Map keywords to content Optimize Accordingly Real Time Marketing Tip:Use Trending Social Phrases for On-Demand SEO of Social Content Social SEO Keywords
  • 37. Types of Content to Optimize: Titles File names Descriptions Anchor text (links) Tags Show notes & transcriptions Social Media Optimization
  • 38. Create, package and promote content worth linking to Develop social distribution channels: RSS Twitter Facebook & LinkedIn status Facebook & LinkedIn groups Build Networks: Digg, Delicious, StumbleUpon, Flickr, YouTube Social Media Link Building
  • 39. Social Media Tools to Optimize
  • 40.
  • 45.
  • 47. Create keyword glossary Keyword categories Post based on desired keyword rankings Respond to insights from analytics Blog SEO - Keywords
  • 48.
  • 53. Tags
  • 55.
  • 56. Post title: “novelty fabric”(#1 on Google)
  • 61.
  • 62. RSS RSS to email Social bookmarks Social news Voting widgets Blog SEO – Subscribe, Share
  • 63.
  • 68.
  • 75.
  • 76. Complete profile & use keywords where logical (headline, job title, summary) Make enough of your profile public for search engines to rank it Ask & give recommendations Use anchor text in the 3 Website links Participate in Groups Participate in LinkedIn Answers LinkedIn Profile SEO
  • 78. Video SEO YouTube #2 search engine (ahead of Yahoo) More people watch videos on YouTube each month than search on Google
  • 80. Title – Creative & literal for keywords Description - 1,000 characters (varies greatly) Tags - Keywords Number of views – Promote the video Rating – Create a quality video Channel views, subscribers, favorites, comments “How to videos” are most linkable – get links Embed videos in text pages, blog posts with descriptive text YouTube SEO Tips
  • 82. Power of the Retweet Content Link Tweet This Blogs & Publishers Retweet Links! Links! Blogs & Publishers Blogs & Publishers Retweet
  • 83. Power of the Retweet
  • 84. SEO on Twitter Name Bio URL Links are nofollowed Twitter is most effective for SEO as a promotion tool to increase awareness & attract links. Twitter content can show in real-time Google results
  • 85. Social Media Promotions Content plan Develop content plan Create content/media Publish Match media to promotion channel Promote “special” content Blog post Media YouTube Twitter StumbleUpon Digg Facebook
  • 86. Considerations Who owns SEO & who owns social media? What content & resources do you have? Start participating in social networks NOW Experiment and measure to find what works Forecast for success, prepare for failure Optimize for people first!
  • 87. knowem.com – Profile building tool howsociable.com – Social visibility score semrush.com – Find competitor organic search rankings google.com/insights/search/ - Keyword demand trends ericmiraglia.com/inlink/ - Analyze links & social majesticseo.com – Historical back-link tracking alterian-social-media.com – Social media monitoring socialmention – Social search & scoring bit.ly – Search friendly URL shortening with analytics analytics.postrank.com – Google & social analytics SEO Social Goodies - Tools
  • 88. Thank You Lee Odden Email: seo@toprankmarketing.com Follow on Twitter: @leeodden Learn:TopRankBlog.com Hire us: TopRankMarketing.com Download: TopRank Guides to SEO & Social Media toprankmarketing.com/SEOGuidePR/

Notes de l'éditeur

  1. Landscape: Why Social Media?
  2. http://www.emarketer.com/Article.aspx?R=1007131
  3. http://www.comscore.com/Press_Events/Press_Releases/2009/9/comScore_Releases_August_2009_U.S._Search_Engine_Rankings/(language)/eng-US
  4. Blendtec video ranking top ten on Google for “blender” as of Oct 2, 2009
  5. http://checkoutblog.com/
  6. InsideFacebook July 2009
  7. http://www.reelseo.com
  8. Twitter serves as status update & point of contact for offline/online networking 140 character or less ensures quick digestion Able to monitor via keywords/brand name to respond to any questions/concerns immediately Posting links is a great opportunity for promotions Brand Management opportunities
  9. Twitter serves as status update & point of contact for offline/online networking 140 character or less ensures quick digestion Able to monitor via keywords/brand name to respond to any questions/concerns immediately Posting links is a great opportunity for promotions Brand Management opportunities