“Social SEO”Social Media & Search Engine Optimization

SEO Goes Social

Andrew Bates - Director of Social Media

Out Of Sight, Out Of Mind

95.8% of natural search visits from Google were referred by a result of the first page.

eMerketer February 2010

Natural Search Results (SEO) vs. Paid Search Results (PPC)

Search Engine Optimization Basics

Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results

Search Engine Algorithms Core SEO Components:

1. Keyword Phrases

2. Site Structure & Content

3. Inbound Links

Temporal Relevance & Google’s Algorithms

Fresh – Relevant – Credible

Breaking News In The Digital Age:

- Earth Quakes In Haiti & Japan- Civil Unrest In Iran & Syria

"the hospital in Jacmel also seriously damaged and turning people away" -----Posted by Twitter user Melindayiti around 8 AM ET.

"Phones are working somewhat in Haiti. Can't get a hold of my family though." -----Posted by Twitter user zabelbok around 8:30 AM ET.

"We are mobilizing resources and preparing plans to bring medical assistance to areas that have been hardest hit." -----Posted around 1:30 AM by Twitter user PIH_Org, Partners in Health, Boston.

Google Evolves

Caffeine 2009+

Panda 2011=

Real-time Search

What Is Social SEO?Social SEO is the process of utilizing social media networks and activities to benefit and improve the natural search engine rankings of a website AND of social networking profiles

Look Familiar? - Social SEO Components:

1. Keyword Phrases

2. Site Structure & Content

3. Inbound Links

4. Engagement & Activity

The Technical Side Of Social Media Deploy Social Profiles That Google Can “See” & Crawl

- Blog- LinkedIn- Twitter- Facebook* (Google Doesn’t Always Play Nice)- Google Profile- Tumblr, Foursquare, Youtube…. And The List Goes On

Set Privacy And Sharing Settings To Allow For Indexing

Syndicate Relevant Content- Topics- Keywords- Content

Links! – Inbound & Outbound - Link The Social Profiles To The Website- Link The Website To The Social Profiles- Utilize Social Sharing Features & Functionality

Social SEO Activity- Shares, Retweets, Likes, Google+1- Comments & Conversation

Implementing SEO & Social SEO With Monthly Activities

Executing SEO

- Keyword Research

- Internal Site Review Including On-Site Architecture & Crawlability

- XML Sitemap & Robots.TXT File Creation & Submission To Search Engines

- Unique Link Submissions Each Month

- Monthly On-Page Content Edits

- Initial Benchmark Report & Monthly Reporting

Executing Social SEO

- Social Media Conversation Based Keyword Research

- On-Profile Review Including:- Architectural - Profile Settings & Permissions

- Unique Link Submissions Each Month To Each Profile

- Ongoing Content & Syndication Optimization

- Initial Benchmark Report & Monthly Reporting

“Owning The Page” On Google

Who Is Utilizing Social SEO?

Social SEO Resources

Search Engine Journal

Mashable

TopRank

Search Engine Land

ClickZ

Search Engine Watch

Matt Cutts (From Google)

EyeTraffic Media (Shameless Plug)

Andrew Bates Director of Social Media P - (202) 747-1818 (ext.117) M - (703) 231-1201 Andrew.Bates@penton.com @AndrewBates @PentonMKTG www.Facebook.com/ PentonMarketingServices www.PentonMarketingServices.com