S o c ia l S e a r c h O p t im iz a t io n

In the old days…about 15 months ago

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Leveraging all of your assets to gain more listings in the search engines

But Now…Social Search Optimization

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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 leveraging Social Influence Marketing to gain more search results. SSO requires you to and leverage all of your assets – which 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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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

• Optimize, tag, and share videos and photos

Marketing Benefits• Generate awareness• Encourages people to interact with your

brand by 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• Find brand advocates / talk to customers• Pre-launch opportunities

SEO Benefits• High ranking blogs will help link

popularity

• Can rank for products they discuss

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Blogs

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Getting Started • Buzz monitoring to see what is out there

• Leverage internal personality or create one

• Look at Tweets

Marketing Benefits• Generate awareness in communities• Find brand advocates / talk to customers• Pre-launch opportunities

SEO Benefits• High ranking blogs will help link

popularity

• Can rank for products they discuss

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

Summary

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

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

Twitter.com/joshuapalau