Social Media Optimization Case Studies & Tips
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The document outlines the essentials of social media optimization and its integration with SEO strategies. It emphasizes the importance of social media for enhancing search visibility, driving traffic, and increasing sales through effective content creation and link building. Additionally, it provides insights on various tools and tactics for optimizing social media for SEO, highlighting the synergy between social media efforts and search engine strategies.
Social Media Optimization Case Studies & Tips
- 1. Social Media OptimizationBasics of Social / SEOLee Odden - @leeoddenTopRankMarketing.com
- 2. About TopRankMarketing.comSpecialists in Social SEO & PRMedia:Clients:“The SEO team at TopRank has been instrumental to growing a key business for our organization. I recommendTopRank’s SEO consulting services without reservation.”William Murray, President and COO, PRSA
- 3. AgendaSearch & Social from 30,000 Ft Planning Social SEOPractical Tactics for Optimizing Blogs, LinkedIn Facebook, Twitter, YouTubeSocial 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
- 5. Why Social + SEO?
- 6. Startup Company:Site & Blog SEOSocial content & promotion2 Years:400 new customers$12m recurring revBlog & SEO most effective marketing tacticsB2B Social SEO ExampleTwo top 10 rankings:“b2b marketing”Plus thousands of other phrases
- 7. Build CommunityConnect With CustomersInfluence Media CoverageImprove search visibilityIncrease SalesWhy Social Media?
- 8. 60% of marketers plan to take money away from traditional marketing and spend it on interactive ads instead59% of that interactive spend will go towards SEO and PPCFollow the Money = Search
- 9. Marketingsherpa: Social Media Social Marketing Budgets IncreaseIn ALL Industries
- 10. SEO = Increased ConversionsSEO is the most effective Online Marketing tacticfor generating conversionsSource: Forbes Ad Effectiveness Survey June 2009
- 11. TopRank Social Media Poll Search #3 & 7
- 12. 6 of the top ten tactics:Social Media
- 13. TopRank Social Media SEO#3 “digital marketing”
- 14. Rise of Social Search3 of the top 20 search engines are search within a social networkFacebook % of increase was more than double of any other search enginecomScoreqSearch Dec 2009 U.S. Search Engine Rankings
- 15. Optimize Social Media for SearchThe 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 MediaIndirectly, social content can boost links to website content, improving search traffic and online sales. SEO & Social: Yin Yang
- 16. The Silo ProblemMost marketers approach SEO & Social Media as independent tactics:Social MediaSEOBrandingCommunityRankingsConversions
- 17. Social Media Lacking SEO:First successful Blog from Walmart Good keyword categories
- 18. Good social features & user experience
- 19. Numerous technical issues for search engines
- 20. Over 16,000 inbound links!
- 21. What do they rank for?Social Media Lacking SEO:Why?
- 22. Social Media Lacking SEO:Solution: Fix technical issues for search engines
- 23. Use keywords in post titles
- 24. Use keywords in links between posts
- 25. Encourage inbound links to categoriesIntegrated SEO & Social MediaSocial MediaSEOBrandingCommunityRankingsConversions
- 26. Social Boosts SEO8,840 Inbound LinksTop 10 ranking“blender”
- 27. Case Study: Online Games6 month old site, little trafficSEO & Social: Blog, Twitter, FacebookIncrease web traffic by 4,400%23,614 inbound linksTop Google rankings for phrases like: online puzzles300,000 visitors per monthNow sells advertising as well as productssmart-kit.com
- 28. Case Study: Fabric RetailerOverspending on adsSite SEO & Link BuildigSocial: Blog, FB, TwitterIncreased web visitors 214%5,332 inbould links282 #1 Google RankingsTop 10 rankings including “fabric stores”Search sends 80% of web site trafficReduced marketing spendIncreased salesjandofabrics.com
- 29. SEO with Social Tools
- 30. Strategic SEO & Social MediaAudienceObjectivesStrategyTacticsTwitterSocNetVideoBlogNewsSearch Engine OptimizationGoal
- 31. “Keyword optimization to improve search visibility on social media and standard search engines.”SEO = Keywords + LinksSocial Media Optimization
- 32. WordTrackerKeyword DiscoveryWordstreamSEMRushGoogle Keyword ToolsAdWordsSearch-Based TrendsInsights For SearchStandard SEO Keyword Tools
- 33. Social Keyword ResearchNewsBlogsSocial TagsForumsTwitterCommentsVideoImages
- 35. Social Data Analysis (SM2)
- 36. Standard Keyword GlossarySocial Keyword GlossaryLook for Cross-Over PhrasesMap keywords to contentOptimize AccordinglyReal Time Marketing Tip:Use Trending Social Phrases for On-Demand SEO of Social ContentSocial SEO Keywords
- 37. Types of Content to Optimize:TitlesFile namesDescriptionsAnchor text (links)TagsShow notes & transcriptionsSocial Media Optimization
- 38. Create, package and promote content worth linking toDevelop social distribution channels:RSSTwitterFacebook & LinkedIn statusFacebook & LinkedIn groupsBuild Networks: Digg, Delicious, StumbleUpon, Flickr, YouTubeSocial Media Link Building
- 39. Social Media Toolsto Optimize
- 41. Facebook
- 42. LinkedIn
- 43. YouTube
- 44. Flickr
- 45. TwitterBlog Centerpiece to Social SEOBlog
- 47. Create keyword glossaryKeyword categoriesPost based on desired keyword rankingsRespond to insights from analyticsBlog SEO - Keywords
- 48. Blog SEO - KeywordsWhere to use keywords:Title tags
- 49. Post titles
- 50. Categories
- 51. Body copy
- 53. Tags
- 54. Image, Video alt text
- 55. URLsBlog SEO BreakdownKeyword OptimizationBranded: “Fabric”
- 56. Post title: “novelty fabric”(#1 on Google)
- 57. Image alt text
- 58. Category names
- 59. Body copy
- 60. Anchor text
- 61. Previous postsBlogs are SocialOutbound LinksCommentsBlogPoll - SurveyFacebookBlogTwitterComments
- 62. RSSRSS to emailSocial bookmarksSocial newsVoting widgetsBlog SEO – Subscribe, Share
- 63. Personal Page – Vanity URL Facebook Content to SEO Basic
- 64. Personal
- 65. Contact
- 66. Education
- 67. Work
- 68. ApplicationsFan PageFacebook Content to SEO Profile
- 69. Discussion
- 70. Events
- 71. Members
- 72. Wall
- 73. Photos
- 74. Links
- 75. VideoName of Fan PageURL for Fan PageAdd keyword rich text to “About” boxComplete “Info” tab with text & linksUse static FBML to add tabs & boxes of content plus crawlable “follow” linksAdd full URLs to status updatesLink from external sites to your Facebook pageEncourage fans to comment in your FB stream8 Facebook SEO Tips
- 76. Complete profile & use keywords where logical (headline, job title, summary)Make enough of your profile public for search engines to rank itAsk & give recommendationsUse anchor text in the 3 Website linksParticipate in GroupsParticipate in LinkedIn AnswersLinkedIn Profile SEO
- 78. Video SEOYouTube #2 search engine (ahead of Yahoo)More people watch videos on YouTube each month than search on Google
- 79. YouTube Channel
- 80. Title – Creative & literal for keywordsDescription - 1,000 characters (varies greatly)Tags - KeywordsNumber of views – Promote the videoRating – Create a quality videoChannel views, subscribers, favorites, comments“How to videos” are most linkable – get linksEmbed videos in text pages, blog posts with descriptive textYouTube SEO Tips
- 82. Power of the RetweetContentLinkTweet ThisBlogs &PublishersRetweetLinks!Links!Blogs &PublishersBlogs &PublishersRetweet
- 83. Power of the Retweet
- 84. SEO on TwitterNameBioURLLinks are nofollowedTwitter 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 PromotionsContent planDevelop content planCreate content/mediaPublish Match media to promotion channelPromote “special” contentBlogpostMediaYouTubeTwitterStumbleUponDiggFacebook
- 86. ConsiderationsWho owns SEO & who owns social media?What content & resources do you have?Start participating in social networks NOWExperiment and measure to find what worksForecast for success, prepare for failureOptimize for people first!
- 87. knowem.com – Profile building toolhowsociable.com – Social visibility scoresemrush.com – Find competitor organic search rankingsgoogle.com/insights/search/ - Keyword demand trendsericmiraglia.com/inlink/ - Analyze links & socialmajesticseo.com – Historical back-link trackingalterian-social-media.com – Social media monitoringsocialmention – Social search & scoringbit.ly – Search friendly URL shortening with analyticsanalytics.postrank.com – Google & social analyticsSEO Social Goodies - Tools
- 88. Thank YouLee OddenEmail: [email protected] on Twitter: @leeoddenLearn:TopRankBlog.comHire us: TopRankMarketing.comDownload: TopRank Guides to SEO & Social Mediatoprankmarketing.com/SEOGuidePR/
Editor's Notes
- #6: Landscape: Why Social Media?
- #11: http://www.emarketer.com/Article.aspx?R=1007131
- #14: http://www.comscore.com/Press_Events/Press_Releases/2009/9/comScore_Releases_August_2009_U.S._Search_Engine_Rankings/(language)/eng-US
- #21: Blendtec video ranking top ten on Google for “blender” as of Oct 2, 2009
- #40: http://checkoutblog.com/
- #45: InsideFacebook July 2009
- #50: http://www.reelseo.com
- #51: 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
- #54: 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