Social Search Optimization

Social Search Optimization (SSO) How To Maximize Your Efforts to Achieve Marketing Success

Power of Digital Series

Christy Belden, Vice President Media + Marketing February 23, 2012

Christy Belden

Vice President Media + Marketing

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Experience: 11 years The Courier-Journal University of Louisville SEMPO-Certified Google AdWords Individually Certified

Christy knows marketing. PPC, SEO, social media, email, mobile, traditional—she’s been there and done that. She continues to build a deep well of experience and is always in touch with the trends and strategies that provide a solid return on clients’ investments.

LeapFrog Interactive

Connect with us!

Twitter: @LFI #SSO

Facebook: www.facebook.com/LeapFrogInteractiveAgency

Google+: LeapFrog Interactive

Blog: www.leapfroginteractive.com/blog

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Agenda

+ Social Media Overview

+ SEO Overview

+ SEO + Social Media

+ Google+

+ Google Search Plus Your World

+ Best Practices

+ Now what?

+ Questions

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Social Media Overview

Social Media

Social media includes web-based and mobile technologies

used to turn communication into interactive dialogue…

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Social Media

Dialogue is the key. Brands use social media to create the

conversation between brand and consumer through

engagement and interaction…

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Social Media 8

Source: http://www.briansolis.com/2008/08/introducing-conversation-prism/

Social Media

How many people are on Social Media?

Facebook?

LinkedIn?

Twitter?

Pinterest?

Google+?

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Facebook

Facebook is King

+ 845 Mil active monthly users by end of Dec 2011

+ 80% of users are outside of US

+ 425 Mil active mobile users by end of 2011

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Source: newsroom.fb.com and Hubspot-The Social Media Data Stacks

Facebook 11

www.youtube.com/watch?v=xJXOavGwAW8&feature=player_embedded#!

LinkedIn

LinkedIn is Professional and Global

+ As of 2012, largest professional network

+ Over 150 Mil users in over 200 countries

+ Only 9 years old

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http://press.linkedin.com/about

Source: Infographic: http://wearesocial.net/blog/2011/03/linkedin-hits-100m-user-milestone/

Twitter

A Little Birdie Told Me…

+ Over 100 Mil monthly active users; 50% login everyday

+ Surpassed 250 mil tweets/day in June of 2011

+ Link life is 2.5 hrs on Twitter vs. Facebook’s 1 hr link life

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Source: http://mashable.com/2011/10/17/twitter-costolo-stats/

http://blog.bufferapp.com/twitter-stats

Google +

That’s a Plus…

+ 90 Mil Users as of Jan 2012

+ Tagging and hashtag features

+ Open for teens (+13)

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Source: http://mashable.com/2012/02/15/everything-about-google-plus/

Pinterest

Pin-teresting Facts…

+ Over 10.4 Mil registered users

+ 97.7% are Female

+ Drives more referral traffic than Google+, LinkedIn, and Youtube combined

+ Users spend more time on site than Twitter, Google+ and LinkedIn combined

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Source: http://techcrunch.com/2012/02/11/pinterest-stats/

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SEO Overview

SEO

Search Engine Optimization

This means…Improving a website or page’s visibility

organically on a search engine

by updating “fresh” relevant content…

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SEO

How many people know what it actually

does or how it works?

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SEO

Search- “pet shops Louisville”

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SEO

Why SEO is important…

+ Consumers can’t buy what they can’t find

+ 42% of all searchers click on top-ranked results

+ 62% click on a page-one result

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Source: LFI Presentation on Digital Trends 2011

SEO

How Companies Implement SEO…

Onsite Activities + Keyword rich URLs + Meta content + Fresh, relevant content – blogs, articles, white papers

Offsite Activities + Link building + Forums + Social media content

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SEO

How Companies Utilize SEO

+ Help increase over visibility online

+ Increase Sales

+ Increase Site Traffic

+Track Leads

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Source: http://www.yourseotips.com/

SEO + Social Media

Social Search Optimization

What is SSO?

SSO = Social Search Optimization

This Means…optimizing content on social properties and other content such as photos, blogs, and page descriptions

to improve organic search results.

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Impact

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Social content will now affect your company’s ranking on search

engines.

As well as display your social media sites in conjunction with

other hits.



Meaning, if you want to maximize your search results…

You NEED to be involved with social media,

and the more the better.

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Social Impact

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Source: Infographic Why Content for SEO?, Brafton http://www.brafton.com/infographics/why-content-for-seo

Google +1

Google +1

What is Google +1?

+1 is Google’s share feature which closely resembles

Facebook’s ‘like’ or Twitters ‘retweet’ button.

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Google +1 30

SEO

How many of you have +1 Content?

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Google+

Google+

What is Google+?

Google+ is Google’s social media platform

that allows users to share content to specified

“circles” or publicly…

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Google+

Features…

+ Can share pictures, videos, links, and posts

+ Users can own pages much like Brand/Company pages

+ Hang-out feature allows users to interact via video conferencing

+ Has featured games

+ Links to gmail accounts

+ “Plus one” action (similar to Facebook’s ‘like’) used as a ranking system

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That’s a Plus 35

http://www.youtube.com/watch?v=sVf3UaZePC8

http://www.youtube.com/watch?v=bo390-3ohW4&NR=1&feature=endscreen

That’s a Plus 36

http://www.youtube.com/watch?v=sVf3UaZePC8

http://www.youtube.com/watch?v=bo390-3ohW4&NR=1&feature=endscreen

Google+ 37

Google+

How Often are you updating your Google+ page, if at all?

Daily?

Weekly?

Monthly?

I was supposed to update that thing?

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Google+

Fresh content matters…

Google+ profiles with no posts in the last 72 hours don’t

show up in the “Related people/pages” or “plus box” in

Google search results

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Source: http://searchengineland.com/two-google-seo-guides-you-should-read-111703

Google+

But…

Updating content is not enough. You must laser-target your audience by

sharing content that will get “+1’s” and shares. The object is to get users

to your static site from your social page in a deep search manner

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Source: http://www.stateofsearch.com/googles-search-plus-your-world-getting-over-the-shock/

Google Search Plus Your World

Search Plus Your World

Announcement

Google announced in January of 2012 that they

would be integrating their social posts into

Google.com’s query results.

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Why this changed the game…

Now content, brands, people, and companies that are on Google+

will be favored in Google searches…when a user is logged into

Google

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Personal Search

+ Opt-in search option that shows personal and public search results

+ Shows privately shared content from friends and family

+ Users can switch between personalized and un-personalized searches

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Source: Via-Seachengineland.com


Old Search- “flowers”

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Search Plus Your World 46

Search-”LeapFrog Interactive”

+ When logged into Google, Google suggests searches for you


UnPersonalized

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Personalized

Google Search Plus Your World 48

http://www.youtube.com/watch?v=8Z9TTBxarbs&feature=player_embedded


Common Concerns…

+ Privacy

+ Google+ favoritism

+ Not linked with Facebook or Twitter content

+ Not much different than Google “suggestions” for certain content

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How Search Plus Your World Affects SEO

+ Priority on search list

+ Social content is the new link building

+ You want your company to be in circles of people in your industry to increase chances of sharing

+ Increase Google+ page promotion vs. tradational

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Source: http://seo-hacker.com/google-search-world-affects-seo/


Newest Addition…

+ Just this WEEK Google added its newest feature to the home page to ensure Google+ will succeed

+ You can now share straight from the Google homepage

+ Search meets share

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Source: http://marketingland.com/google-home-page-gets-share-box-6408

Google Search Plus Box

Plus Box 53

Plus Box

Factors that affect Plus Box placement…

+ Circle membership

+ Number of posts (frequency)

+ “+1” per post

+ Re-shares per post

+ Freshness

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Plus Box

Plus Box Research Project

A case study conducted by Ian Lurie in February of 2012 to help solidify

what variables affect placement on the “Plus Box” in the new Search

Plus Your World feature…

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Source: http://www.conversationmarketing.com/2012/02/google-plus-box-ranking-factors-report.htm

Plus Box 56


Reach…

+ Circle membership of those who put you in their circles.

+ Higher reach=more interaction

Plus Box

Take Aways….

+ Only certain searches show the “plus box”

+ Plus Box results often rotate

+ Ranking of attributes from most important to least…

Reach Circle Membership Freshness Post Frequency Average +1’s per post Re-shares and Replies (comments) per posts

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Bringing it All Together


What this means for Social Search Optimization…

Your social content is more important than ever.

It now becomes a part of your SEO strategy, not just your over all brand image.

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What this means for SEO…

Companies now must look at their SEO strategy and analyze them from

both a owned site and non-owned site perspective. It will require an SEO

strategy to incorporate social media outlets.

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Best Practices…

+ Use keywords in your descriptions

+ Use the +1 button

+ Post and share great content

+ Optimize your posts on all social properties (Twiter, FB, etc…)

+ Update all social content frequently

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http://www.blindfiveyearold.com/google-plus-seo

Source: http://www.seomoz.org/learn-seo/page-authority

What Can You Do Today?

What Can You Do Today?

Take Action…

+ Look at your bios, about us pages on social media properties and make sure they are using keywords within each section

+ View your upcoming posts and do they include keywords and links to your website

+ Is the content you are created optimized for search and are you distributing the content on social media sites

+ Start a Google+ page

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Questions? 64

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Thank You!

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Social Search Optimization

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