Overview of Social SEO, with pages of tips and advice.

1. Social SEO Success
Jennifer Horowitz
Director of Marketing
EcomBuffet.com
562-592-5347
Kim Duggan
Business Growth Advisor
EcomBuffet.com
289-971-1426

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The Evolution of SEO
Agenda
Getting Started
Tips
Examples
Goals
Special Announcement

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THE EVOLUTION OF SEO

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The Evolution of SEO

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The Evolution of SEO
September 2002 - First documented update
February 2003 - Boston update
April 2003 - Cassandra Update
May 2003 - Dominic update
June 2003 - Esmerelda update
July 2003 - Fritz update
Google Dance Ends
September 2003 - Supplemental index
November 2003 - Florida update
January 2004 - Austin update
February 2004 - Brandy update
January 2005 - The Nofollow
February 2005 - Allegra update
May 2005 - Bourbon update
June 2005 - Personalized Search started
August 2005 - Google files patent for Agent Rank
September 2005 - Gilligan update
October 2005 - Google Local/Maps update
December 2005 - Big Daddy update
November 2006 - Supplemental update

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The Evolution of SEO
May 2007 - Universal Search Update
April 2008 - Dewey update
February 2009 - Vince update
August 2008 - Google Suggest update
February 2009 - Rel-Canonical update
August 2009 - Caffeine preview
December 2009 - Realtime update
May 2010 - Mayday Update
June 2010 - Caffeine rollout
August 2010 - Brand update
September 2010 - Google Instant update
November 2010 - Instant Previews
December 2010 - Social Signals
December 2010 - Negative reviews
January 2011 - Attribution update
March 30, 2011 - +1 button
June 2, 2011 - Schema.org
June 28, 2011 - Google+ launched
October 18, 2011 - Query encryption
November 3, 2011 - Freshness
January 20, 2012 - Search Plus Your World

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The Evolution of SEO
February 24, 2011 - Panda Update/Farmer
April 11, 2011 - Panda Update 2
May 10, 2011 - Panda Update 3 (2.1)
June 16, 2011 - Panda Update 4 (2.2)
July 23, 2011 - Panda Update 5 (2.3)
August 12, 2011 - Panda Update 6 (2.4)
September 28, 2011 - Panda Update 7 (2.5)
October 19, 2011 - Panda Update 8 (3.0)
November 18, 2011 - Panda Update 9 (3.1)
January 18, 2012 - Panda Update 10 (3.2)
February 27, 2012 - Panda Update 11 (3.3)
March 23, 2012 - Panda Update 12 (3.4)
April 19, 2012 -Panda Update 13 (3.5)
April 24, 2012 -Penguin
April 27, 2012 - Panda Update 14 (3.6)
May 25, 2012 - Penguin 1.1
June 9, 2012 - Panda Update 15 (3.7)
June 25, 2012 - Panda Update 16 (3.8)
July 24, 2012 - Panda Update 17 (3.9)

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The Evolution of SEO
August 20, 2012 - Panda Update 18 (3.9.1)
September 18, 2012 - Panda Update 19 (3.92)
September 27, 2012 - Panda Update 20
October 5, 2012 Penguin #3
November 5, 2012 - Panda Update 21
November 21, 2012 - Panda Update 22
December 21, 2012 - Panda Update 23
January 22, 2013 - Panda Update 24
March 15, 2013 - Panda Update 25
May 22, 2013 - Penguin 2.0
July 18, 2013 - Panda Update 26
September 2013 - Hummingbird
Oct 4, 2013 - Penguin 2.1

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GETTING STARTED WITH SOCIAL MEDIA

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Getting Started
• Define your goals for the campaign.
• Define the creative concepts.
• Outline your strategic plan. Remember the 3 main objectives for
every post.
• Visualize the user's experience. Make it easy for them to
participate.
• Set up Analytics/Tracking.
• Create your content.

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GOALS

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SMART Goals
Specific
Measurable
Achievable
Relevant
Time-bound

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SMART GOALS
• To grow quality followers at a
rate of 5% per month by the
end of this year.
• To maintain an engagement
level averaging 20% for this
quarter.
• To achieve a consistent 24 hour
or less turnaround on replies.
• To discuss positive/negative
feedback patterns at monthly
team meetings.
Not-SMART GOALS
• To make money from social
media.
• To get 10,000
likers/followers.
• To create viral posts.
Goals

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TIPS

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Tips
• Everyone loves lists, so “Top X” lists do very well.
• People are looking for solutions to a problem – identify the problem, then let
people know there is a twist, people will be more likely to check it out.
• People always want to be “in the know” – no one wants to miss out. Promise
to share a secret. (Just make sure you actually deliver in the content).
• Always use a URL shortening service that allows you to track the clicks so
you can see what posts actually get you the clicks.
• Ask people to RT/share/Like. Stats from various studies show that anywhere
from 39-51% more retweets (or shares) happen when the request is included.
• Create urgency.
• Make sure a benefit is stated.
• Use compelling text that entices but doesn’t scream at
people

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Facebook
Posts with images generate 53% more likes. Questions also work well. So
why not combine the two?
A report from Buddy Media says that the “Like” rate is 3 times higher when
Fans are asked to Like a post. The comment rate is 3.3 times higher when
Fans are asked to comment and the Share rate is 7 times higher when Fans
are asked to Share a post. Get Asking!
Use Post Planner and set it up to pull posts from your Blog’s RSS feed.
Every hashtag on Facebook has its own unique URL. Drive traffic to that URL
from other sites to engage users and create more conversation.
#Avoid #Hashtag #Abuse #ItIsAnnoyingAnd #Spammy
#YouLoseCred
#NowThatCherIsDead vs #NowThatcherIsDead.
#FML

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Twitter
Use FollowerWonk to find out what your influencers are interested in and
then build that into your social media strategy.
Use tweetarchivist.com to find linking opportunities.
Manageflitter.com - Fantastic site for managing your followers and getting
an easy to read overview of people not following you back, quiet users, and
inactive users.
UseQwitter.com - Great service that sends an e-mail any time someone
unsubscribes from your Twitter profile and mentions a possible Twitter post
you made that may have caused them to leave
Buddy Media revealed that Tweets shorter than 100
characters get a 17% higher engagement rate.

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More Tips
Spend as much time as you need to create the perfect headline. Check out the
latest magazines on the newsstand for help.
Build a list of people sharing quality content and use them as a resource.
Connect and explore options for promoting each other’s stuff.
Don’t lose sight of the metrics. It’s a myth that you can’t track data for social
media. REMEMBER: Success is in the DATA and the DETAILS.
Take a good picture. Use a close-up headshot. A smiling picture, eyes looking
at the camera (therefore appearing to be looking at the person checking out
your profile) usually gets the best response. Test different images to see if
they impact your results.
Check out Quora and Yahoo Answers to find out what your
searchers are looking for.
Get creative. Anyone can spit out facts and figures. Add your
personal insight, add humor, add an alternative viewpoint for
people to consider.

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More Tips
Reward engagement by answering questions, commenting back, sharing
and/or publishing comments from followers. If someone takes the time to
engage, there needs to be a response or the engagement will fade quickly.
Run Out Of Things To Say?
Share inspirational / motivational quotes.
Link to old Blog posts that are still relevant (recycling old content is always a
fabulous idea)
Create “how to” tutorials for your products or services.
Share special events in the world, your community or industry.
Share news, press and accolades.
Open up a little bit and let people get to know you.
Debunk myths about your industry.

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More Tips
Show photos of your office or any equipment you use in your work process.
Give people insight into your work “behind the scenes”.
Share a word of the day and ask your followers to use it in a sentence that
they post.
Share a cast study of a client that has been successful with your products or
services.
Share product photos.
Share a little joke or classic line from your favorite movie.
Talk about music.

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EXAMPLES

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Oracle does Instagram right

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Intel rocking Instagram

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HootSuite gets it right on Pinterest

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HP on Google+

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In or Out?
In-house Outsource
Time
Money
Knowledge
Control

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Kim Duggan
Business Growth Advisor
EcomBuffet.com
kim.duggan@ecombuffetmail.com
289-971-1426
Jennifer Horowitz
Director of Marketing
EcomBuffet.com
jennifer@ecombuffetmail.com
562-592-5347
http://www.EcomBuffet.com/DIY-Social-SEO.htm
http://www.EcomBuffet.com/DIY-Social-SEO.htm