Social Media Optimisation: a copy of the presentation delivered by James Fairweather, Coast Digital from the CIM Hertfordshire, Social Media Marketing Boot Camp held at the University of Hertfordshire Business School on 16 September 2011
Marketing you can measure TM Social Media Optimisation With James Fairweather of Coast Digital.
Transcript
Social Media OptimisationWith James Fairweather of Coast
Digital.Marketing you can measure TM
Social Media OptimisationHello. A little bit about me.5 Years
in search, Agency-sideDigital Strategy & Online Marketing
ConsultantSEO, Social Media, Paid Search, Conversion Rate
Optimisation, Affiliate Marketing
Social Media OptimisationWho is this for?Marketers. Those with
in-house marketing teams and those that use anagency (or agencies)
for their Online Marketing activity and who want tounderstand how
to use Social media to:Have an impact on their SEOJustify social
media investment based on the ROI through SEO.
Social Media OptimisationSocial Media + Search Engine
Optimisation = Social Media Optimisation.
Social Media OptimisationSo what is it?What is SMO about?
Driving traffic to a website using social media.Ultimately using
search and social media to increase your online sales or
leads.
Social Media Optimisation Social promotion of content generates
natural linksAccording to Twitter, around 25% of all Tweets contain
a URL.
Social Media Optimisation Social networks drive trafficSomeone
who is engaging with your social profile has already pre-qualified
themselves.
Social Media Optimisation Social networking increases online
brand presenceWhen you combine your SEO and social media marketing,
youll create a much more powerful and comprehensive online
marketing strategy.
Social Media Optimisation Social promotion of content generates
natural links According to Twitter, around 25% of all Tweets
contain a URL. Social networks drive trafficSomeone who is engaging
with your social profile has already pre-qualified themselves.
Social networking increases online brand presence When you combine
your SEO and social media marketing, youll create a much more
powerful and comprehensive online marketing strategy.
Social Media Optimisation SEOWhat is it?
Social Media OptimisationSearch Engine OptimisationImproving
sites, so that they are more visible in the organic results
fromsearch engines.Increased visibility, generating more of the
right kind of traffic.In turn, generating more enquiries and more
business.Ultimately, make more revenue!
Social Media Optimisation SEO.What is it?
Social Media OptimisationWhere do people click?
Social Media OptimisationUK Search Engine Share August
2011
Social Media Optimisation SEOHow did it work before Social
Media?
Social Media Optimisation
Social Media Optimisation SEO.Without links, the engines might
never find this page How did it work before Social Media?
Social Media OptimisationGoogle looks at the neighbourhood a
site sits in.Looking at the quality of links to the site, Google
can assume a level of trust. SEO. How did it work before Social
Media?
Social Media Optimisation Google look at the neighbourhood a
site sits in.Looking at the quality of links to the site, Google
can assume a level of trust. Source: SEOMOZ
Social Media Optimisation SEOWhat is changing?
Social Media OptimisationGoogle Panda
Social Media Optimisation
Social Media OptimisationGoogles Vince Brand Update
Social Media OptimisationGoogles Brand Update
Social Media OptimisationUltimately, Google are looking to
improve the results that they present to users.
Social Media OptimisationSocial Media
Social Media Optimisation Social MediaYoure familiar with the
channels already.
Social Media OptimisationThe term Social Media refers to the
use of web-based andmobile technologies to turn communication into
an interactivedialogue.
Social Media OptimisationWhat has been changing & how
fast?
Social Media OptimisationWhy would social signals be good for
search engines?
Social Media OptimisationWhy would social signals be good for
search engines?
Social Media OptimisationFreshness
Social Media OptimisationFreshness is a valid property of
online content
Social Media Optimisation
Social Media Optimisation
Social Media Optimisation
Social Media OptimisationInto notes: Source: Google Trends
Social Media Optimisation People trust human recommendations
and endorsement. If relevance is key to keeping Googles search
share, they have to adapt. 53% of people on Twitter recommend
companies and/or products in theirTweets, with 48% of them
delivering on their intention to buy the product. (ROI Research for
Performance, June 2010)
Social Media OptimisationHow social and search are
amalgamating.
Social Media Optimisation 200 million twitter users. Over 750
Million active Facebook users. 25 million Google Plus users.Search
engines would have to be crazy to ignore this volume of usage.
Social Media OptimisationSocial as a Ranking Signal.We do look
at the social authority of a user. This can add a little weight to
alisting in regular search results.Yes, we do use it as a signal.
It is used as a signal in our organic and newsrankings.The purpose
of any ranking signal is to improve overall search quality. For+1s
and other social ranking signals, as with any new ranking signal,
well bestarting carefully and learning how those signals are
related to quality.
Social Media Optimisation there are 200 million twitter users.
search engines would be crazy to ignore this kind of volume.
Source: SEOMOZ
Social Media OptimisationWhat are the effects of this
cross-over now?
Social Media OptimisationWhat are the effects of this
cross-over now?
Social Media OptimisationSearch engines are open about using
likes, tweets and social endorsementsas ranking signals.New content
gets indexed more quickly.If content is relevant in the social
space, it can rank much more effectively.More difficult to game -
as a result the quality of search results will improve.Google are
customising search result to you based on your social circles.
Social Media OptimisationWhat will happen in the future?
Social Media OptimisationSocial media has grown so quickly
thatGoogle have to play catch-up to ensurethat they are returning
users the mostrelevant content.It is likely that human
endorsementfactors will overtake traditional linkbased ranking
factors.Results are more likely to be based onreal-time noise and
activity.
Social Media OptimisationWhat can you do now? and why should
you do it?
Social Media Optimisation On your site: Blogging make content
people want to share. Social buttons make it easy to share. Viral
content create a stir.
Social Media OptimisationSocial Buttons
Social Media OptimisationSocial Buttons
Social Media OptimisationBut dont overdo it.
Social Media Optimisation Viral ContentOver 5000 inbound links
resulting in a the top video ranking for blender
The InfographicMobile app vs. Mobile web.
The InfographicWhere is Google making their money?
Social Media OptimisationOn social networksOptimise your
content for visibility & use keyword targetsTwitter - hashtags,
look at whats trending, and link to relevant content
Video Optimisation Social Media Optimisation
Social Media OptimisationWhat can you do? Takeout tips
Social Media Optimisation Register all social profiles. Much
easier than trying to reclaim them later Build up the most valuable
ones for your brand - for example, LinkedIn ismore relevant for
many b2bs and service providers than Facebook right now. Inter-link
profiles where appropriate. (SEO benefit) Optimise your posts,
videos & social profiles with keywords, brand termsand links to
your content.
Social Media Optimisation Get a blog & social buttons &
put together a content strategy. Content isking! It will continue
to be! Using social media for link building - target your followers
with crafted link-bait. with the right analysis, link building
tactics can be much more targeted. Dominate brand search for your
own brand name. This is great forreputation management too.
Dominate brand and not domaine examples.
Dominate brand and not domaine examples.
Social Media OptimisationMeasuring itAt an early stage, set
objectives specifically for SEO alongside your main social
objectives. Obtain retweets, Shares, Likes, Generated links,
Traffic driven through social channelsReport, measure and react to
how these perform over time.
Social Media Optimisation Good Search Strategy is all about
EngagementAs you begin to look into Social Media Optimisation more
deeply, you start to become a lot more connected with your
audience.Even if you began with an obsession around search engine
rankings, If you do this correctly, youll end up being obsessed
with your clients wants, needs and thoughts.
Social Media OptimisationTo wrap up...
Social Media OptimisationAs a live example; well use this set
of slides as a part of our own marketing campaign.
Social Media Optimisation Slides onto SlideShare. YouTube
webcast. Post excerpts onto twitter. Publish and share on LinkedIn
& through groups. Add posts to our blog on site. Post tweets up
with relevant hashtags #socialmedia #SEO #SMO and sharewith our
followers.Support the publication of upcoming guides and
whitepapers.
Social Media OptimisationFrom this activity, we will be aiming
to;1. Generate links back to our site.2. Boost the visibility of
our social platforms.3. Gain relevant, targeted traffic to our
site.4. Engage in more conversation within the industry.5. Build
further recognition for our brand through improved search
results.
Social Media OptimisationOne More thing...
Social Media OptimisationPrivate LinkedIn group for this
session for Q&A, http://linkd.in/nbxXg8Weve also got a free
Social Media guide for business. If youd like a copy,connect with
us online or leave a card with
[email protected]/in/jamesfairweathertwitter.com/j_fairweather
(@j_fairweather)All these links will go up on our blog on the Coast
Digital site later so dontworry if you miss them. Marketing you can
measure TM
Social Media OptimisationSources, References &
Creditshttp://searchenginewatch.com/article/2104571/Google-Panda-6-Months-Out-Still-Has-People-Baffledhttp://searchenginewatch.com/article/2080032/Top-5-Google-Panda-Update-SEO-Survival-Tipshttp://www.seomoz.comhttp://www.searchengineland.comhttp://www.seounique.com/blog/google-brand-update-february-2009/Nichola
Stott at
http://www.themediaflow.comhttp://www.seomoz.org/article/search-ranking-factorshttp://www.techcrunch.comWill
it blend iPad?
http://www.youtube.com/watch?v=lAl28d6tbkohttp://www.zabisco.com/blog/?p=2164http://www.wordstream.com/blog/ws/2011/07/18/most-expensive-google-adwords-keywordswww.google.com/trends