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Are You There?Are You There?
Social Media and Its Impact on SEOSocial Media and Its Impact on SEO
Patrick Powers | mStoner

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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.COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 3

4. Terminology
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5. Understanding SEO
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6. Understanding SEO
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http://www.mbta.com/schedules_and_maps/subway/

7. Understanding SEO
Are you an authority?
Are you relevant?
COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 7

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

10. Relevant IRL
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11. seo-browser.com
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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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So why do we care in
higher education?

14. Search vs. Social Media
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2012 E-Expectations Report

15. Opportunity Exists
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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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23. Make Sharing Easy
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24. Define Objects and
Images
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<meta property="og:image" content="path-
to/mylogo.png" />
Title
Description

25. Conduct Keyword
Research
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26. Complete Your Profile
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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.

28. Claim Your Place
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29. Name Your Place
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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
“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/

32. Geotag Images
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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

35. Identify Social Influencers
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36. Chase the Numbers
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http://www.flickr.com/photos/teosaurio/3392883329/

37. Create Awesome Content
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http://www.flickr.com/photos/aidan_jones/3117146807/

38. Questions?
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Thank You.