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Social + SEO
Maximizing Your Brand’s Marketing
Jennifer Sable Lopez
Sr. Director of Community & Audience at Moz
@jennita
Search Socialvs.
Search Socialvs.
Search Social+
Search Social+
Work together like
peanut butter & jelly
Psst content is the
bread
Let me show you how
When you publish a
piece of
content
When you publish a
piece of
content
https://moz.com/blog/15-seo-best-
practices-for-structuring-urls
Social Media is key to
gaining momentum…
Post is published:
February 24, 2015
Social Media is key to
gaining momentum…
Social traffic soars
Social Media is key to
gaining momentum…
With peaks in direct
traffic the 1st
2 weeks?
Social Media is key to
gaining momentum…
This is dark social
Bitly helps us track
clicks over time
And locations
Plus where it was
shared
Plus where it was
shared
Unknown you say…
Lots of people have
visited this one post
And over time, it has
earned some links
The post still gets
traffic, over 1 year later
Where does it come
from?
2016
Where does it come
from? Search.
2016
Organic traffic,
baby
Social kicks it off…
Social kicks it off…
Search for the long-term win.
How else can Social
assist Search?
@jennita #MarketingUnited
Search & Trends
@jennita #MarketingUnited
Search & Trends
Keywords in title
are highlighted
@jennita #MarketingUnited
Trends & Search
@jennita #MarketingUnited
Google Search
@jennita #MarketingUnited
What’s happening now?
@jennita #MarketingUnited
Local Google search
@jennita #MarketingUnited
vs. Yelp search
@jennita #MarketingUnited
Tweets showing in Google
@jennita #MarketingUnited
Tweets showing in Google
@jennita #MarketingUnited
The SERPs have changed
@jennita #MarketingUnited
The SERPs have changed
@jennita #MarketingUnited
The SERPs have changed
@jennita #MarketingUnited
The SERPs have changed
@jennita #MarketingUnited
Heck, #1 isn’t even #1 anymore
@jennita #MarketingUnited
Heck, #1 isn’t even #1 anymore
#1?
Nope, shopping
@jennita #MarketingUnited
Heck, #1 isn’t even #1 anymore
#1?
Nope, shopping
#1?
PPC ads
@jennita #MarketingUnited
Dr. Pete calls it #0
@jennita #MarketingUnited
Dr. Pete calls it #0
#0
Page snippet
@jennita #MarketingUnited
Dr. Pete calls it #0
#0
Page snippet
#1
Moz website
You have to stand out
in the crowd
Knowing that social is
the catapult for long-
term search
Put your
best Social foot
forward
Let me show you what
I mean
@jennita #MarketingUnited
$$$$$
@jennita #MarketingUnited
@jennita #MarketingUnited
@jennita #MarketingUnited
@jennita #MarketingUnited
NO
Let’s look at a good
example
@jennita #MarketingUnited
Awesome, here.
@jennita #MarketingUnited
Awesome, there.
@jennita #MarketingUnited
Awesome, everywhere.
@jennita #MarketingUnited
Make your content do
the work
at least some of it
Open Graph let’s you
customize your
content for sharing
OpenGraph code
http://ogp.me
@jennita #MarketingUnited
Plugins & things
@jennita #MarketingUnited
Modify your own
Modify for your audience
<title> tag
No images in
post
Modify for your audience
Open graph title
Open graph image
@jennita #MarketingUnited
Modify for your audience
@jennita #MarketingUnited
Facebook caches OG info
@jennita #MarketingUnited
@jennita #MarketingUnited
Facebook debugger re-caches
Facebook debugger re-caches
New image for
2015
New title &
description
@jennita #MarketingUnited
Fix other people’s content J
Nice image!
Hmm but what’s
this?
@jennita #MarketingUnited
Run it through FB debugger
Same image
Hooray! Title &
description
LinkedIn pulls from OG
LinkedIn pulls from OG
Enhance even further
with Twitter cards
Regular text tweet
@jennita #MarketingUnited
Summary card (default)
Better!
@jennita
Summary card large image
The
winningest!
@jennita
Twitter card code
<!-- Twitter card data -->!
<meta name="twitter:card" content="summary">!
!
<meta name="twitter:site" co...
Twitter Card Validator
https://dev.twitter.com/docs/cards/validation/validator!
Add your site
@jennita #MarketingUnited
Twitter card analytics
Social markup isn’t
just code, it’s a
creative delivery of
the brand
SEO must be a part of
the process from the
beginning
Social works the same
way
Integrate both into
your Marketing
process
@jennita #MarketingUnited
@jennita #MarketingUnited
@jennita #MarketingUnited
@jennita #MarketingUnited
Email header
@jennita #MarketingUnited
Blog header
@jennita #MarketingUnited
Social assets
@jennita #MarketingUnited
@jennita #MarketingUnited
Don’t leave your social
to chance
Don’t leave your social
to chance
Search depends on it
Take your social to the
next level
Find the best time to post
@jennita #MarketingUnited
Find the best time to post
@jennita #MarketingUnited
When do you get most clicks?
What gets the most clicks?
@jennita
What gets the most clicks?
@jennita #MarketingUnited
What type of content works best?
@jennita #MarketingUnited
Measure engagement
@jennita #MarketingUnited
Combining social and
search will help your
brand soar
To help you earn that
#0 spot
Jennifer Sable Lopez
Sr. Director of Community & Audience
Moz
@jennita
Thank You!
Tools Mentioned
Ø  Bitly
Ø  Buffer
Ø  FollowerWonk
Ø  SproutSocial
Ø  TrueSocialMetrics
Resources
Ø  SEO for Answers: Ranking #0 –
http://www.slideshare.net/crumplezone/seo-for-answers-ranking-0
Ø  Measure Soci...
Social + SEO: Maximizing Your Brand's Marketing
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Social + SEO: Maximizing Your Brand's Marketing

How do people find your brand, content, or products? Surely it's not only in search engines, right? They're finding you through shares on Facebook, searches on Yelp and YouTube or other social networks, about as much as they're finding you in Google. In this talk, Jen Lopez of Moz will walk you through the steps of ensuring you have a tight strategy to combine both social and SEO to create an overall strategy that skyrockets your reach from all areas.

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Social + SEO: Maximizing Your Brand's Marketing

  1. 1. Social + SEO Maximizing Your Brand’s Marketing Jennifer Sable Lopez Sr. Director of Community & Audience at Moz @jennita
  2. 2. Search Socialvs.
  3. 3. Search Socialvs.
  4. 4. Search Social+
  5. 5. Search Social+
  6. 6. Work together like peanut butter & jelly
  7. 7. Psst content is the bread
  8. 8. Let me show you how
  9. 9. When you publish a piece of content
  10. 10. When you publish a piece of content https://moz.com/blog/15-seo-best- practices-for-structuring-urls
  11. 11. Social Media is key to gaining momentum… Post is published: February 24, 2015
  12. 12. Social Media is key to gaining momentum… Social traffic soars
  13. 13. Social Media is key to gaining momentum… With peaks in direct traffic the 1st 2 weeks?
  14. 14. Social Media is key to gaining momentum… This is dark social
  15. 15. Bitly helps us track clicks over time
  16. 16. And locations
  17. 17. Plus where it was shared
  18. 18. Plus where it was shared Unknown you say…
  19. 19. Lots of people have visited this one post
  20. 20. And over time, it has earned some links
  21. 21. The post still gets traffic, over 1 year later
  22. 22. Where does it come from? 2016
  23. 23. Where does it come from? Search. 2016 Organic traffic, baby
  24. 24. Social kicks it off…
  25. 25. Social kicks it off… Search for the long-term win.
  26. 26. How else can Social assist Search?
  27. 27. @jennita #MarketingUnited Search & Trends
  28. 28. @jennita #MarketingUnited Search & Trends Keywords in title are highlighted
  29. 29. @jennita #MarketingUnited Trends & Search
  30. 30. @jennita #MarketingUnited Google Search
  31. 31. @jennita #MarketingUnited What’s happening now?
  32. 32. @jennita #MarketingUnited Local Google search
  33. 33. @jennita #MarketingUnited vs. Yelp search
  34. 34. @jennita #MarketingUnited Tweets showing in Google
  35. 35. @jennita #MarketingUnited Tweets showing in Google
  36. 36. @jennita #MarketingUnited The SERPs have changed
  37. 37. @jennita #MarketingUnited The SERPs have changed
  38. 38. @jennita #MarketingUnited The SERPs have changed
  39. 39. @jennita #MarketingUnited The SERPs have changed
  40. 40. @jennita #MarketingUnited Heck, #1 isn’t even #1 anymore
  41. 41. @jennita #MarketingUnited Heck, #1 isn’t even #1 anymore #1? Nope, shopping
  42. 42. @jennita #MarketingUnited Heck, #1 isn’t even #1 anymore #1? Nope, shopping #1? PPC ads
  43. 43. @jennita #MarketingUnited Dr. Pete calls it #0
  44. 44. @jennita #MarketingUnited Dr. Pete calls it #0 #0 Page snippet
  45. 45. @jennita #MarketingUnited Dr. Pete calls it #0 #0 Page snippet #1 Moz website
  46. 46. You have to stand out in the crowd
  47. 47. Knowing that social is the catapult for long- term search
  48. 48. Put your best Social foot forward
  49. 49. Let me show you what I mean
  50. 50. @jennita #MarketingUnited
  51. 51. $$$$$ @jennita #MarketingUnited
  52. 52. @jennita #MarketingUnited
  53. 53. @jennita #MarketingUnited
  54. 54. @jennita #MarketingUnited NO
  55. 55. Let’s look at a good example
  56. 56. @jennita #MarketingUnited
  57. 57. Awesome, here. @jennita #MarketingUnited
  58. 58. Awesome, there. @jennita #MarketingUnited
  59. 59. Awesome, everywhere. @jennita #MarketingUnited
  60. 60. Make your content do the work at least some of it
  61. 61. Open Graph let’s you customize your content for sharing
  62. 62. OpenGraph code http://ogp.me @jennita #MarketingUnited
  63. 63. Plugins & things @jennita #MarketingUnited
  64. 64. Modify your own
  65. 65. Modify for your audience <title> tag No images in post
  66. 66. Modify for your audience Open graph title Open graph image @jennita #MarketingUnited
  67. 67. Modify for your audience @jennita #MarketingUnited
  68. 68. Facebook caches OG info @jennita #MarketingUnited
  69. 69. @jennita #MarketingUnited Facebook debugger re-caches
  70. 70. Facebook debugger re-caches New image for 2015 New title & description
  71. 71. @jennita #MarketingUnited Fix other people’s content J Nice image! Hmm but what’s this?
  72. 72. @jennita #MarketingUnited Run it through FB debugger Same image Hooray! Title & description
  73. 73. LinkedIn pulls from OG
  74. 74. LinkedIn pulls from OG
  75. 75. Enhance even further with Twitter cards
  76. 76. Regular text tweet @jennita #MarketingUnited
  77. 77. Summary card (default) Better! @jennita
  78. 78. Summary card large image The winningest! @jennita
  79. 79. Twitter card code <!-- Twitter card data -->! <meta name="twitter:card" content="summary">! ! <meta name="twitter:site" content="@twitterhandle">! ! <meta name="twitter:creator" content="@AuthorTwitter”> ! ! <meta name="twitter:title" content=”Title specific to Twitter – short works great!">! ! <meta name="twitter:description" content=”Remember this is being shared on Twitter, make it enticing to the FB user.">! ! <meta name="twitter:image" content=”image URL for the image you want to display”>!
  80. 80. Twitter Card Validator https://dev.twitter.com/docs/cards/validation/validator!
  81. 81. Add your site @jennita #MarketingUnited
  82. 82. Twitter card analytics
  83. 83. Social markup isn’t just code, it’s a creative delivery of the brand
  84. 84. SEO must be a part of the process from the beginning
  85. 85. Social works the same way
  86. 86. Integrate both into your Marketing process
  87. 87. @jennita #MarketingUnited
  88. 88. @jennita #MarketingUnited
  89. 89. @jennita #MarketingUnited
  90. 90. @jennita #MarketingUnited Email header
  91. 91. @jennita #MarketingUnited Blog header
  92. 92. @jennita #MarketingUnited Social assets
  93. 93. @jennita #MarketingUnited
  94. 94. @jennita #MarketingUnited
  95. 95. Don’t leave your social to chance
  96. 96. Don’t leave your social to chance Search depends on it
  97. 97. Take your social to the next level
  98. 98. Find the best time to post @jennita #MarketingUnited
  99. 99. Find the best time to post @jennita #MarketingUnited
  100. 100. When do you get most clicks?
  101. 101. What gets the most clicks? @jennita
  102. 102. What gets the most clicks? @jennita #MarketingUnited
  103. 103. What type of content works best? @jennita #MarketingUnited
  104. 104. Measure engagement @jennita #MarketingUnited
  105. 105. Combining social and search will help your brand soar
  106. 106. To help you earn that #0 spot
  107. 107. Jennifer Sable Lopez Sr. Director of Community & Audience Moz @jennita Thank You!
  108. 108. Tools Mentioned Ø  Bitly Ø  Buffer Ø  FollowerWonk Ø  SproutSocial Ø  TrueSocialMetrics
  109. 109. Resources Ø  SEO for Answers: Ranking #0 – http://www.slideshare.net/crumplezone/seo-for-answers-ranking-0 Ø  Measure Social – http://moz.com/blog/social-engagement-metrics-that-matter Ø  Social Meta Data Templates – http://moz.com/blog/meta-data-templates-123 Ø  Open Graph – http://ogp.me/ Ø  Twitter Cards – https://dev.twitter.com/cards/overview

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