SEO SMO

Social media optimization , Search engine
marketing & Social bookmarking
Confidential © 2012 Foetron Inc.

SOCIAL MEDIA OPTIMIZATION

How do people use the web to find stuff?
• IN THE BEGINNING: DIRECTORIES
Directories like Yahoo circa 1997 acted as leaping-off
points.
• AND THEN CAME: SEARCH ENGINES
As search engine algorithms improved, people began
simply searching for what they wanted, leading to
Search Engine Optimization (SEO).
• AND NOW: SOCIAL MEDIA
People use blogs, social networking sites, and wikis
to find news and information filtered by their
interests.

What is SMO ?
• Social media
optimization (SMO) is a
set of methods for
generating publicity
through social media,
online communities
and community
websites.

How to do Social Media Optimization ?
• Social Networking
• Micro Blogging
• Video Promotions
• Slide Promotions / Case Study Promotions Blogging
• Photo Sharing
• Group participation, Answer and comment posting
• RSS Promotions
• Widgets Promotions

Social & Professional Networking
• Promote at Social
Communities like
Facebook, Orkut, Myspace
• Promote at Business and
Professional Networking
sites like Linkedin, Plexo,
Xing, Brijj, Peer Power,
Connexions, siliconindia
etc

Micro Blogging
• News promotion,
Event Promotion,
Company promotions
and other promotions
via Micro Blogging
Sites like Twitter,
Pownce, tumblr ,
Frazr,Plurk,brigntkite
identi.ca, mysay etc.

Video Promotions
• Share news, updates,
information via most
visual tool : Video
• Promotion on Youtube,
Orkut Profile, Facebook
Profile, Myspace profile
etc

Slide Promotions / Case Study Promotions
• Making of PowerPoint on
different topics and
Promote slides via
Slideshare, slideburner,
scribd to get more Brand
recall and Brand visibility
• Promote Case Studies /
Testimonial via PPT slides

Blogging
• Blog on niche topics for
promotion news, event,
video
• Use blog for cross
platform promotions,
networking utilities
• Getting visitors from
niche sectors

Photo Sharing
• Share different photos
related to portal can be
promoted by Photo
Sharing sites like flicker,
Picasa, photobucket etc
• Increase Brand Recall
from your vertical

Group participation, Answer and comment
posting
• Participation on different
related groups at Yahoo
& Google Groups as well
as different social
networking sites.
• Answer question at
Yahoo Answer and other
related sites
• Post relevant comments
on vertical specific blogs.

RSS Promotions
• Submit RSS to all
major readers,
promote through
Social Media
• Cross promotion of
different RSS feeds
on blogs
• Submit RSS to
different ping sites

Widgets Promotions
• Make badge of your
site and promote it
via site.
• Make widgets for
promoting news,
articles
• Use this badge /
widgets to blogs and
social network
profile.

What is Search Engine Marketing?
Search engine marketing, or SEM, is a form of
Internet marketing that seeks to promote websites
by increasing their visibility in search engine result
pages (SERPs). According to the Search Engine
Marketing Professionals Organization, SEM methods
include: search engine optimization (or SEO), paid
placement, and paid inclusion.

What are the organic listings and why is
there so much emphasis on them?
The Organic Listings appear on the left side of
the page and are the results that occur
naturally due to advanced search engine
algorithms and are not the results of paid
advertisements.

Studies show that 80- 90% of all click
through are done through the organic
listings.

How Do Search Engine Rankings Affect
Traffic?

CLICK THROUGH RATE FOR TOP 10
POSITIONS
This graph shows that any jump in the organic listings
returns a valued increase in traffic to the site.

Website Design+ SEM=Success
When a new site is created it is important that the design
team and SEM team work together to create a user and
search engine friendly website. Both the user and
search engine should easily be able to navigate your site.

Traffic Trend Analysis
It is important to not only know how
much traffic is coming to your site
but where the traffic is coming from
as well as where it is leaving.

Website
Analysis Tools

Everyone that is serious
about the Web
should be using the Firefox
Browser. It
has many useful add on tools
that can be
used for analyzing your
website, as well
as the competition.
Firefox Browser
http://www.mozilla.com/
https://addons.mozilla.org/

Use this Firefox Add On to
analyze
many SEO parameters
quickly and easily.
Check out everything from
a site’s link
popularity to the age of a
domain to the
number of pages indexed in
Google.
SEOQuake
http://www.seoquake.com/

The best way to describe
this site is to
tell you just what the site
says “Track
your rivals. Then eat their
lunch.”
It is use to keep track of a
lot of larger online
competitors at the
same time.
Compete.com
http://www.compete.com/

Google’s toolbar has many
great features,
including bookmarks and
more.
Be sure to turn on the
Google PageRank
tool so you can see how
Google views a
site.
Google Toolbar
http://www.toolbar.google.com

Test your site’s top
rankings in Google.
Find out what keywords
your site ranks
well for.
SEO Digger
http://seodigger.com/

Web Marketing
Tools

Even if you use a more
advanced web
analytics tool, you should
still give
Google Analytics a try.
Be sure to setup Goals and
track things
Google Analytics
http://www.google.com/analytics/

Learn how to leverage all
the tools in
Google Analytics using
these YouTube
videos and maximize your
return on
investment in online
marketing.
Google Analytics YouTube Videos
http://www.youtube.com/googleanalytics

Learn what Google thinks
about your
site and identify any major
problems.
Avoid site issues like
duplicate content
and broken links.
Google Webmaster Tools
www.google.com/webmasters/tools/

Manage your Google
AdWords campaign
quickly and easily with
this editor. Make
changes and then upload
them to your
account.
Google AdWords Editor
http://www.google.com/adwordseditor/

Get news out about your
business and
tell the world what’s
happening. Use
the search engine friendly
press release
to create keyword rich text
links back to
your site.
PRWeb
http://www.prweb.com/

If you haven’t started
using these
social networking sites to
connect with
people you know, you are
behind the
curve!
Social Networking Sites
http://www.linkedin.com/
http://www.facebook.com/

Once you create a
relationship with a
customer, you need to
continue your
communication using an
email tool
like constant contact.
Constant Contact Email
http://www.constantcontact.com/

If your business is B2B,
then you need a
advanced CRM tool to
keep track of
in-bound web leads. With
today’s tools
you can easily track sales
from online
web lead to closed sale
offline.
CRM Tools
http://www.salesforce.com/
http://www.pardot.com/

Competitive
Intelligence
Tools

Keep track of your
competition by setting
up alerts to be notified
when company
names and other keyword
phrases show
up in the Google index.
Google Alerts
http://www.google.com/alerts

Check out your
competition in Google
AdWords. Find out how
much they are
spending and what their
ads say.
SpyFu
http://www.spyfu.com/

Thought you knew how to
search things
in Google? Try out some
of these top
search operators.
Be sure to try allintitle: to
find out how
many web pages are
optimized to rank
well.
Advanced Google Search Operators
http://www.google.com/help/operators.html

What is social bookmarking?
• From Wikipedia:
“Amethod for internet users to share, organize, search, and manage
bookmarks of web resources.”
Bookmarks can be saved publicly or privately
Bookmarks can be backed up

Metadata
• Descriptions can be added bookmarks in
the form of metadata
– text comments
– votes in favor of or against
– tags (keywords)
– When many users add tags or comments
these tags become a “folksonomy” (folk +
taxonomy)

Advantages
• Tags are created by human beings who understand the content in context (not
software which attempts to make meaning algorithmically)
• People can find pages that haven’t been indexed by search engines yet
• Pages ranked according to how many times it is bookmarked by users (not how
many external links point to it)
• You can access all of your bookmarks from any computer from anywhere.

Disadvantages
• No standard set of keywords
• Mistagging (spelling errors)
• Inconsistencies
– Singular vs. plural
– Capitalization
• Unclear tags
– Personalized schemata
• Skewed perspective
– Overrepresentation of those applying tags

Social Bookmarking Tools
Three things with: Delicious
http://www.youtube.com/watch?v=x66lV7GOcNU
http://delicious.com
Do more with: Diigo
http://www.diigo.com
http://www.youtube.com/watch?v=i9khBCRby1s
Think inside the box: Simply Box
http://simplybox.com

Delicious
Delicious is one of the oldest social bookmarking services.
Users can save, share and discover content according to links
bookmarked by “Delicious” users. Being a social bookmarking
website, Delicious allows users to add various tags, which
makes it easy for other users to search links regarding specific
keywords. Bookmarks posted on Delicious are public and can
be viewed by anyone, (unless a bookmark is marked as
private by a user or imported).

Digg
Mainly dubbed as a social news website, Digg is a
website where people share links and are given the
opportunity to vote the links that they like (Digg). Diggs
(links) can be submitted for various categories including
Business, Entertainment, Gaming, Lifestyle, Politics,
Science, etc.

Reddit
Reddit is a similar service to Digg, with a few exceptions. Users
can create Subreddits (groups) where other users post links or
text messages. The posts that get more up votes gain better
visibility in each Subreddit. Any user can create a Subreddit, as
well as comment and vote on posts submitted by other users.
When a user submits a post the votes of the post are added as
Karma for the user’s profile, which affects his/her standing in the
community.

StumbleUpon
StumbleUpon is a website which acts as a search engine for
specific kind of content. Users who sign up at StumbleUpon select
the content that they are interested in discovering and are shown
relevant links (submitted by StumbleUpon users).
The Stumble option allows discovering new websites related to a
selected range of categories.

Twitter
While some might find it a little confusing to see Twitter in the list
of social bookmarking websites, it can be safely said that Twitter
offers all features necessary to fit the bill. Twitter not only allows
sharing links, but also provides the option to add hash tags, feeds
for shared content, items to a favorite list and create lists related
to a category for people to follow.

Sources & References
•Google.com
•Wikipedia.com
http://en.wikipedia.org/wiki/Social_bookmarking
•Seomoz.com
http://www.seomoz.org/beginners-guide-to-seo
•Online Marketing Blog
http://www.toprankblog.com/

Sushen Jamwal
Mail: sushenjamwal@gmail.com
Tel: +91-9958867605
Company: Foetron Inc.

SEO SMO

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