Social Search Optimization

Back in the day…about 15 months ago

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But Now…Social Search OptimizationLeveraging all of your assets to gain more listings in the search engines

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What is a Search Engine Anyway?

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What is Social Search Optimization (SSO)SSO is the process of creating social profiles by leveraging all of your assets in order to provide more of your brand results. SSO assets include anything that does not solely need to reside on your brand website.

• Social media profiles

• Blog

• Videos and images

• Images

• Press releases or news feed

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Do I Really Need This?

“Why does an office paper company have a virtual world?”• Jim Halpert, Dunder Mifflin, Scranton, PA Branch

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SSO benefiting SEO

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• Increase share of page

• Drive organic search traffic

• Provide spiders with more access points

• Improve link popularity by finding relevant sites to link to

Getting Started – Narrowing Sites

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Media SharingGetting Started

• Optimize assets that you control

• Control the experience

Marketing Benefits

• Optimize, tag, and share videos and photos

• Encourage people to submit photos / videos

• Have fun with the brand (digg / reddit)

SEO Benefits

• Assets appear in results, sub domains (video.google.com) and vertical engines

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Social Networking Sites Getting Started• Passionate, loyal followers

• Forced sharing

• Integrate offerings, deals, updates, etc

• Leverage existing content to create a backlog of updates

Marketing Benefits• Drive traffic to your website

• Help other social media efforts

• Reward followers / fans with special offers

SEO Benefits• Tweets and fan pages can be indexed, but not for Link

Popularity

• Reputation Management.

• Additional brand listing

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BlogsGetting Started • Buzz monitoring to see what is out there

• Leverage internal personality or create one

• Look at Tweets

Marketing Benefits• Generate awareness in communities

• Finding Brand advocates

• Talk to customers in a non-marketing way

• “pre-launch” opportunities

SEO Benefits• High ranking blogs will help link popularity

• Can rank for products they discuss

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BlogsGetting Started • Buzz monitoring to see what is out there

• Leverage internal personality or create one

• Look at Tweets

Marketing Benefits• Generate awareness in communities

• Finding Brand advocates

• Talk to customers in a non marketing way

• “pre-launch” opportunities

SEO Benefits• High ranking blogs will help link popularity

• Can rank for products they discuss

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Summary

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• SSO increases share of page, drives organic traffic, and sets your brand apart

• You have the assets at your disposal

• Don’t wait for your competition to beat you to it

Thank You! Joshua.palau@avenuea-razorfish.com

Search Marketing Trends (http://www.searchmarketingtrends.com)

Twitter.com/joshuapalau