Social & SEO: Two Peas in an Inbound Pod

Social & SEO
Two Peas in a Inbound Pod

Erica McGillivray | Community Attaché

twitter.com/hootsuite_u facebook.com/HootSuiteUniversity slideshare.com/hootsuite blog.hootsuite.com

Erica McGillivray
Community Attaché
@seomoz
@emcgillivray
www.seomoz.org


How a SEO thinks

Beginner’s Guide to SEO: http://www.seomoz.org/beginners-guide-to-seo


What an SEO thinks about Social


How a Social Manager thinks

Social Media 101: http://mashable.com/2012/06/12/social-media-beginners-guide/


What a Social thinks about SEO

twitter.com/hootsuite_u
????
facebook.com/HootSuiteUniversity slideshare.com/hootsuite blog.hootsuite.com

Working together for a rainbow
of ROI


Move toward Inbound Marketing


The Community has control


History lesson & current triumph

196
8

201
0


Major Intersections


Personalization & universal results in
SERPs Ranking reports are Fans = Evangelists. The
no longer hard & fast. new world of link
They are a building. Our evangelists
benchmarks. know ALL about us.

Holy smokes,
personalized
results rock when
SEO we work together.

Social Media Manager

Erica’s SERP for SEOmoz


Content Marketing I need it for sharing,
conversation starting,
I need good content for and engagement.
link building, ranking &
onsite optimization.

We make
amazing
things!

Graphic Designer Copywriter


#Awesome – Space Needle turns 50

Ways to increase blog traffic: http://www.seomoz.org/blog/21-tactics-to-increase-blog-traffic-2012
Curation: http://www.seomoz.org/blog/content-curation-guide-for-seo


#Facepalm – US Congressman John Boehner’s
Organizational Chart of the House Democrats’
Health Plan

Content creation guide: http://www.seomoz.org/blog/indepth-guide-to-content-creation-with-infographic
Making infographics: http://www.blueglass.com/blog/what-makes-a-good-infographic/


User Generate Content & Reviews
I need good content for Please put social buttons
link building, ranking & on pages for sharing &
onsite optimization. Facebook connect.

DONE. I have some sexy
My community's SERP rankings now.
sharing!


#WinSparkle – ThinkGeek’s Action Shots

In a “boring” industry? http://www.seomoz.org/blog/companies-in-boring-niches-creating-great-content


#Fail – Shell Oil

http://arcticready.com/social/gallery

Online Reputation Management
Oh, no! People are Let me reputation
unhappy with us! manage this with
your help.

Yay, everyone knows we
love cupcakes, not worm
sandwiches.

ORM Guide: http://outspokenmedia.com/guides/orm-guide/


#Change - JCPenny


#McFail – McDonalds & Hashtags


Customer Service
Why do people hate
my page?

We have feedback!

Customer Service Rep

#Win – Morton’s Steakhouse

http://shankman.com/the-best-customer-service-story-ever-told-starring-mortons-steakhouse/


#Angry - JCPenny


The Problem of ROI
Hint: It’s not what you think it is


Multi-attribution model analytics
More monies for the They came from
organic search pile in my Twitter first!
last touch attribution!
I talk to them
on the phone!

They clicked on ?!?!
my banner ad!

The Boss
Paid Ad Manager

Divide and share attribution

How it works from Google: http://www.google.com/analytics/features/multichannel-funnels.html


All channels are important & deserve credit for hard ROI


Everybody Wants the Same Thing


Celebrate your success!


Rely on each other & get interested


Create for Community, not bots
Doesn’t buy your product
or actually care!

But they do!


Thank You!
Helping you learn more about social
media and HootSuite

@seomoz &
@emcgillivray
www.seomoz.org


Social & SEO: Two Peas in an Inbound Pod

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Social & SEO: Two Peas in an Inbound Pod