Social media is great at building community and fostering conversations, but some its most untapped potential remains its ability to influence search engine result pages, where two-thirds of all prospective students go to research colleges. Learn the fundamentals of how search works and how social media can play a part in determining if you are lost or found.
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Connect on Twitter
@patrickjpowers
#casesmc
3. Our Mission
• Review how search engines work.
• Acknowledge SEO in highered.
• Understand how social media
impacts search results.
• Learn 20 tactics for improvement.
• Discuss.
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7. Understanding SEO
Are you an authority?
Are you relevant?
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8. Authority Factors
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http://www.flickr.com/photos/yandle/4337747398 | http://flic.kr/p/5PdB3C | http://www.flickr.com/photos/ccacnorthlib/4131837946/
Links
Time
.EDU
9. Relevant Content
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http://www.seomoz.org/blog/perfecting-keyword-targeting-on-page-optimization
1. URL
2. Page Title
3. Headline
4. Copy
5. Images
6. Description
12. SEO Ranking Signals
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http://searchenginewatch.com/article/2065492/The-Role-of-On-Page-SEO-Content-Relevance-Not-Rankings
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What role does social
media play in this?
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Google Ain’t Playing
• Number of "
follows/shares
• Authority of the "
people sharing
• Speed (acceleration or
deceleration) of sharing
http://www.searchenginejournal.com/ways-social-media-impacts-seo/48671/
18. Yes, We Look at Social
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“We do look at the social authority of a user. We
look at how many people you follow, how many
follow you, and this can add a little weight to a
listing in regular search results.”"
“Yes, we do use [tweeted links and RTs] as a
signal. It is used as a signal in our organic and
news rankings. We also use it to enhance our news
universal by marking how many people shared an
article.”
19. SEO Ranking Signals
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http://www.searchmetrics.com/en/press-releases/ranking-factors/
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What Can We Do?
http://www.flickr.com/photos/juhansonin/5144239690/
21. Create Awesome Content
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http://www.flickr.com/photos/aidan_jones/3117146807/
22. Link to Social Accounts
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24. Define Objects and Images
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<meta property="og:image" content="path-to/mylogo.png" />
Title
Description
27. Brand Your Posts
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• Help Google.
• Don’t lose you.
• Associate your"
brand with your posts.
• You become the authority on you.
30. Get On Board with Google+
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31. Give Credit to the Authors
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“Within search results, information tied to
verified online profiles will be ranked higher than
content without such verification, which will
result in most users naturally clicking on the top
(verified) results. The true cost of remaining
anonymous, then, might be irrelevance.”
- Former Google CEO Eric Schmidt
http://blogs.wsj.com/corporate-intelligence/2013/02/01/the-future-according-to-eric-7-points/
33. Leverage YouTube
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Optimize files names."
Close-caption all videos.
http://mallorywood.wordpress.com/2011/01/24/10-youtube-tricks-you-need-to-know/
34. Tweet. Tweet. Tweet.
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Helps content
get indexed
faster; Cuts
index time by
50%.
http://www.mediabistro.com/alltwitter/google-index-content_b36020