This document discusses how social media can enhance search engine optimization efforts. It notes that search queries and traffic have increased massively in recent years. It explains that search results are influenced not only by traditional SEO factors like links and content but also by social signals from likes, shares and follows. The document provides tips for optimizing social media properties and content with keywords, increasing social sharing and measuring social metrics to improve search rankings.
2. Francis Skipper
VP of Digital Marketing
617-259-1605
francis@451marketing.com
linkedin.com/in/francisskipper
@fskip
www.451Marketing.com
3. Search engine popularity has increased
Worldwide, 1,722,071,000,000
searches conducted on Google last year.
(Yes, that’s trillion)
4,717,000,000 Per Day
9. Social Media and Search: A Brief History
Indirect
Queries
Social Media Search Traffic
Direct
SEO
Social Media Search Results
Likes,
Shares,
Social Signals Follows
Social Media Page Ranking
10. Social Directly Affects Search Results
and Rankings
90mm+
Google
users see
personalized
SERPS
31. Social
Link Building
Keyword Research & Targeting
Content Quality & Accessibility
32. AUTHORITY
external linking
audience sentiment
(and the other guys)
ENGAGEMENT CONTENT
geo-targeted content relevant keywords
social media interaction unique copy and media
33. Social Ranking Factors
• How many social followers/fans you have
• How many re-tweets, likes, shares, +1s
• Who is sharing your content, their authority,
their reputation
• Popularity and quality of content
• Timeliness and “trust” of content
• Patterns
38. Choosing Social Keywords
• Come up with a list of 10 keywords that
includes:
• 5 static terms you would like to rank
for throughout the year
• 5 flexible terms that change with the
content on your site or blog.
• Start this process by checking your Google
Analytics account and finding your top
keywords
• Round off your list with “must win”
keywords. These are terms you would like
to consistently rank higher.
39. Choosing Social Keywords
In Google’s (free) Keyword Tool, we can
enter general terms that relate to the
main theme. The tool will then list
suggestions for related keywords as well
as their search volumes.
40. Choosing Social Keywords
• Before you solidify your list, you should
enter your keywords into the Google Trends
tool.
• If the graph shows very little activity for
“head” terms, you may want to reconsider
using them.
• Low activity on “long tail” terms may be an
avenue of opportunity
60. Takeaways:
1. 2013 is Year of Social Signals
Research keywords and social topics to inspire a social content plan
2. Incorporate SEO Across Platforms
Optimize and socialize all content production (and integrate analytics)
3. ABO: Always Be Optimizing
Establish organizational and interdepartmental goals. Cross train on SEO, social,
and content posting
62. About 451 Marketing
• Founded in 2004
• National communications agency based
in Boston and representing Los Angeles,
New York, San Diego, and Las Vegas
• Managing Partners Nicholas Lowe,
AJ Gerritson, and Tom Lee
• Named a 2011 and 2012
63. Integrated Communications
The experienced team at 451 Marketing specializes
in integrating public relations, social media, and
search marketing tactics into dynamic
communications campaigns.
We work with brands to build awareness, engage
customers, and drive business using custom,
integrated communications campaigns.