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Danish Masterclass 4: Social Media Optimization + Analytics Training

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Last part (4/4) of the training material I prepared for the Masterclass of Digitalmarketingforung DM10 in Holsterbro, Denmark http://www.dm10.dk. Topics: Social Media Optimization, Analytics and Site / SEO Clinic. Check out the complete series of presentations here on Slideshare. More social media marketing news, info and presentation at my blog http://www.globalsearchinteractive.net
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master class search + social media marketing 15 november 2010 holstebro, denmark massimo burgio global search interactive / sempo PARTS 8-10 SMO ANALYTICS CLINIC
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Page 1: Danish Masterclass 4: Social Media Optimization + Analytics Training

masterclass

search + social media marketing

15 november 2010holstebro, denmark

massimo burgio global search interactive / sempoPARTS 8-10

SMO ANALYTICS

CLINIC

Page 2: Danish Masterclass 4: Social Media Optimization + Analytics Training

masterclass

search + social media marketing

PART 8SMO

Page 3: Danish Masterclass 4: Social Media Optimization + Analytics Training

DigitalAssetsOptimizationDAO

SocialContentOptimizationSCODigitalMediaOptimizationDMOSocial

MediaOptimizationSMO

RelevantOptimizedContentROC

MediaAssetsOptimizationMAO

let’s talk about multimedia optimization

Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

Page 4: Danish Masterclass 4: Social Media Optimization + Analytics Training

social media optimization

on-page tactics / process

of trying to get one's

content more widely

distributed across multiple

social media networks

SocialMediaOptimizationSMO

Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

Page 5: Danish Masterclass 4: Social Media Optimization + Analytics Training

online media assets for universal search

search query: sushi restaurants copenhagen

blended results• web pages• images• maps• local listings• videos• news• real time• meteo• books• advertising

Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

Page 6: Danish Masterclass 4: Social Media Optimization + Analytics Training

online media assets for universal search

search query: mountain bike denmark

blended results• web pages• images• maps• local listings• videos• news• real time• meteo• books• advertising

Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

Page 7: Danish Masterclass 4: Social Media Optimization + Analytics Training

long tail in universal search: case history

Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

Page 8: Danish Masterclass 4: Social Media Optimization + Analytics Training

eye-tracking on google serp BEFORE universal search

eye-tracking on google serp AFTER universal search

cognitive aspects in universal search

Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

Page 9: Danish Masterclass 4: Social Media Optimization + Analytics Training

real time

news

images

vanity URLs

RSS feeds

videos

maps

text

social media optimization focus

Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

Page 10: Danish Masterclass 4: Social Media Optimization + Analytics Training

text

real time

news

images

copywriting in pagescopy in commentscopy in votes / opinionsanchor texts / links

vanity URLs

RSS feeds

videos

maps

social media optimization focus

Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

Page 11: Danish Masterclass 4: Social Media Optimization + Analytics Training

text

real time

news

images

keyword-rich tweetskeywords in status updatesblogs / forums comments

vanity URLs

RSS feeds

videos

maps

social media optimization focus

Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

Page 12: Danish Masterclass 4: Social Media Optimization + Analytics Training

text

real time

news

images

online press releasestweets (hashtags)status updates

vanity URLs

RSS feeds

videos

maps

social media optimization focus

Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

Page 13: Danish Masterclass 4: Social Media Optimization + Analytics Training

text

real time

news

images

same as SEOeverywherecreate albums + collectionstags and rich descriptionsvanity URLs

RSS feeds

videos

maps

social media optimization focus

Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

Page 14: Danish Masterclass 4: Social Media Optimization + Analytics Training

text

real time

news

images

branded/unbranded keywords in username – some will turn into vanity URLs and rank on searchvanity URLs

RSS feeds

videos

maps

social media optimization focus

Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

Page 15: Danish Masterclass 4: Social Media Optimization + Analytics Training

text

real time

news

images

lots of tips coming uptake notes!

vanity URLs

RSS feeds

videos

maps

social media optimization focus

Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

Page 16: Danish Masterclass 4: Social Media Optimization + Analytics Training

social media optimization: blogs

Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

Page 17: Danish Masterclass 4: Social Media Optimization + Analytics Training

• choose the right blogging platform• a keyword-rich blog name / URL• title of a post before the name of site in title tag• always use permalinks and trackbacks• adopt heading tags (h1 , h2, h3) for post headings • keywords in title, body, anchor text• add relevant keywords and descriptions to metatags• keep in mind keyword density, proximity, ratio• focus on content relevancy• use both tags and categories• link to authority sites - don’t exceed with outbound links• remove dead links• link to other posts on your site• alt / title attributes on images• optimize your RSS feeds• avoid duplicate content• use a clean code• generate a sitemap • use a robots.txt file • implement Google Analytics• claim your blog in Technorati – don’t forget to ping• submit both blog and feeds to directories

blog optimization: 22 tips of blog SEO

Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

Page 18: Danish Masterclass 4: Social Media Optimization + Analytics Training

social media optimization: RSS feeds

Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

Page 19: Danish Masterclass 4: Social Media Optimization + Analytics Training

Channel info:

<Title> name of feed channel<Link> URL homepage of blog/website’s channel<Description> description of channel’s topics and content

News (article) info:

<Title> Title (with keywords) of the news article<Link> URL to full post<Description> description of post’s topics and content (teaser)

create an optimized RSS feed• proprietary feed• fedburner.com• simple code• validate the feed (validator.com)• register to your own feed• don’t forget to ping

social media optimization: RSS feeds

Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

Page 20: Danish Masterclass 4: Social Media Optimization + Analytics Training

social media optimization: RSS feeds

Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

Page 21: Danish Masterclass 4: Social Media Optimization + Analytics Training

social media optimization: RSS feeds

Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

Page 22: Danish Masterclass 4: Social Media Optimization + Analytics Training

Google

Google BlogSearch Ping Service

Yahoo!

DMOZ.org

MSN LiveSearch

Ask.com / Ask.co.uk

MyYahoo! / MyMSN

Technorati

FaganFinder.com

Weblogs.com

blo.gs (Yahoo!)

Blogflux.com (Eatonweb)

Photoblogs.com

Sphere.com

Answers.com

About.com weblogs.about.com

Best Of The Blogs weblogs.botw.org

Guardian Newsblog blogs.guardian.co.uk

Syndic8.com

RSSMicro.com

MillionRSS.com

RSS-Network.com

2RSS.com

RSSHugger.com

Search4RSS.com

FeedFury.com

MyFeedz.com

YourFeeds.com

Topix.net

IceRocket.com

Plazoo.com

Octora.com

StrategicBoard.com

Genwi.com

Fastbuzz.com

Blogdigger.com

social media optimization: submit RSS feeds

Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

Page 23: Danish Masterclass 4: Social Media Optimization + Analytics Training

social media optimization: online video

Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

Page 24: Danish Masterclass 4: Social Media Optimization + Analytics Training

social media optimization: online video

on-site video hosting• complete control on video content

• meta tags and encoded video meta information under control

• search engine targeting through SEO techniques

• bandwidth + disk space costs

• time/material to encode videos, create web pages, optimize assets

• video encoding software cost + complexity

third parties video hosting• automatic encoding

• marketing to a larger “captive audience”

• simplified search algorithm

Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

Page 25: Danish Masterclass 4: Social Media Optimization + Analytics Training

social media optimization: online video

video hosted on site• encode videos in several formats and for high-bandwidth. always give a low-res option

• popular formats: MPEG, QuickTime, Real, Windows Media, Divx

• use relevant keywords and “rich names” for video files / directories

• encode video with rich metadata. use keyword research tools (wordtracker, google adwords)

• optimize the web page hosting the video (including text content and transcriptions) for performance in organic/universal results

• simplify URLs and directory tree. put the video directory off root if possible.

• include a link to video page in footer / sitemap

• create video RSS feeds (MRSS)

• submit videos and sitemaps/RSS to search engines

Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

Page 26: Danish Masterclass 4: Social Media Optimization + Analytics Training

social media optimization: online video

video hosted on third party site• encode videos with the best possible quality accepted by video sharing sites

• use watermarks and opening/closing titles to protect your assets and to create branding effect – choose creative commons to maximize distribution

• optimize video submission using good (keyword-rich) titles, descriptions, tags, geo-targeting, links and, if possible, a full text transcription of the video

• develop a solid link building strategy. anchor texts are (still) important to google

• allow download, share, embed, comments, replies - all social features to maximize distribution

Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

Page 27: Danish Masterclass 4: Social Media Optimization + Analytics Training

viral video distribution: tubemogul

Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

Page 28: Danish Masterclass 4: Social Media Optimization + Analytics Training

youtube marketing and more

Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

Page 29: Danish Masterclass 4: Social Media Optimization + Analytics Training

more video SEO tips from SEOmoz

Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

Page 30: Danish Masterclass 4: Social Media Optimization + Analytics Training

social optimization: google maps / local listing

Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

Page 31: Danish Masterclass 4: Social Media Optimization + Analytics Training

• google grabs data from different sources, usually

the most relevant result for a local search

• get your address right – consistency of address

across all sites

• phone numbers – don’t forget the country code

• register with google's local business center –

yahoo!'s local search – live/bing search local listing center

• service and/or product name in business name and descriptions

• city name in the business name and description – location close to city

center – reviews, especially good ones

• add photos and videos – coupons are also a good move on local search

social optimization: google maps / local listing

Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

Page 32: Danish Masterclass 4: Social Media Optimization + Analytics Training

http://bit.ly/google-local-listing

good advice on optimizing google local listings

Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

Page 33: Danish Masterclass 4: Social Media Optimization + Analytics Training

http://bit.ly/google-local-listing

good advice on optimizing google local listings

Page 34: Danish Masterclass 4: Social Media Optimization + Analytics Training

more video search stories: parisian love

http://bit.ly/parisian-love-story

Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

Page 35: Danish Masterclass 4: Social Media Optimization + Analytics Training

more video search stories: parisian love

http://bit.ly/parisian-love-story

Page 36: Danish Masterclass 4: Social Media Optimization + Analytics Training

masterclass

search + social media marketing

PART 9ANALYTICS

Page 37: Danish Masterclass 4: Social Media Optimization + Analytics Training

traffic to web / blog• web analytics• google analytics• omniture and more expensive platforms• server logs and proprietary solutions• KPIs, conversions

measuring social media traffic

Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

Page 38: Danish Masterclass 4: Social Media Optimization + Analytics Training

traffic to social networks• facebook / youtube insight• video views

measuring social media traffic

Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

Page 39: Danish Masterclass 4: Social Media Optimization + Analytics Training

traffic to social networks• facebook / youtube insight• video views• tubemogul

measuring social media traffic

Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

Page 40: Danish Masterclass 4: Social Media Optimization + Analytics Training

measuring social media engagement

traffic to social networks• facebook / youtube insight• video views• tubemogul• engagement / social KPIs

Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

Page 41: Danish Masterclass 4: Social Media Optimization + Analytics Training

brand reputation management• nielsen buzz ratings• google news alerts• twitter search• twilert, twitterfeed• socialmention.com• scoutlabs• who’s talking• monniter, tweetbeet• ....

measuring social media buzz / reputation

Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

Page 42: Danish Masterclass 4: Social Media Optimization + Analytics Training

masterclass

search + social media marketing

PART 10DETOX

Page 43: Danish Masterclass 4: Social Media Optimization + Analytics Training

detoxclinicSEO+

social media optimization in 12 steps

Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

Page 44: Danish Masterclass 4: Social Media Optimization + Analytics Training

SEO DETOX clinic: 12-step program

1 - forget your website

2 - forget PageRank

3 - tags are more important than metatags

4 - an image is worth more than 100 words

5 - a video is worth more than 100 images

6 - flash is good (if not invasive and well optimized)

8 - share what you know (social search)

9 - share what you like (social bookmarking)

10 - other people’s content is good too (embed, like)

11 - do not buy links, generate them

12 - ranking on Technorati is good as ranking on Google

7 - share what you own (RSS) +SEOMassimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

Page 45: Danish Masterclass 4: Social Media Optimization + Analytics Training

masterclass

search + social media marketing

+SITE

CLINIC

Page 46: Danish Masterclass 4: Social Media Optimization + Analytics Training

massimo burgioglobal search interactive / sempowww.globalsearchinteractive.net [email protected]/massimoburgiotwitter.com/massimoburgiolinkedin.com/in/massimoburgioslideshare.net/massimoburgio

tak!


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