Impacting Your Search Visibility Using Social Media

1. Convergence of Social & Search
Impacting Your Search Visibility Using Social Media
Image Source: http://www.mdgadvertising.com/blog/social-vs-search-infographic/
Presented by:
David Wallace
CEO/Founder - SearchRank
@DavidWallace

2. Search Marketing Used To Be Easy
The Early Days
Title tags, meta tags, header tags, content, & image alt attributes did the job!
It didn’t take a genius to perform SEO!
Image Courtesy of Walt Disney Company
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3. Birth of Google & PageRank
Addition of Google
Birth and prominent growth of Google necessitated the need for inbound links.
Link Building industry is born!
Image Source: http://www.quertime.com/article/67-google-pagerank-10-and-9-websites-you-must-know/
@DavidWallace

4. From Links To Social Signals
Google Trying To Be Facebook
Now that Google wants to be a social site, social signals are an integral part of
their search algorithm (Google+, SPYW).
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17. Where Are We Now?
On-Page SEO + Link Building + Content Marketing = Success
• On-Page Optimization (SEO) & Link Building are still essential ingredients,
however they alone are often not enough.
• Google moving away from PageRank & focusing on social signals makes Content
Marketing via Social Media another essential ingredient.
• Content Marketing Examples
- Resourceful Posts (Top 10s, How-Tos, etc.)
- Guest Posts
- Memes
- White Papers
- Videos
- Infographics
@DavidWallace

18. Infographic Marketing
While a relatively new term to Internet marketing, infographics have been used
throughout history, even dating back to the cavemen.
Image Source: http://www.visionofasale.com/oregonian/magnetic.php?geico-caveman-prosthetic-kit
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19. It All Starts With a Great Idea
Every great piece of content has to have its origin in the
quality of an idea!
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20. Ideas – Time Sensitive
Image Source: http://www.internetmarketinginc.com/blog/social-media-showdown-obama-vs-romney/
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21. Ideas – Resourceful
Image Source: http://www.bulwarkpestcontrol.com/community/guide-to-dangerous-spider-identification-in-the-us.htm
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22. Ideas – Entertaining
Image Source: http://infographicjournal.com/geek-vs-nerd/
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23. Ideas – Historical
Image Source: http://www.palms.com/legendary-history-of-las-vegas-infographic/
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24. Back It Up With Research
Once you have a great idea in place, it’s time to gather the research.
Depending on the nature of the piece, your research may contain
• Historical Facts
• Current Data/Trends
• Creative Ideas
Make sure you list citations!
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25. Make Sure She’s Pretty
A good idea is crucial, but how it looks is not far behind in importance.
• Do you want your Infographic to stretch horizontally or vertically?
• Will you display a smaller version of it or crop a section out?
• Make sure format loads relatively quickly (.bmp, .png and .tiff bad idea)
Image Source: http://www.expediterworld.com
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27. Image Source: http://www.expediterworld.com

28. Image Source: http://www.expediterworld.com

31. Promoting Infographics
How and Where?
• The general nature of the piece will determine which social networks it will do best on.
• Share on Facebook & Twitter; consider utilizing Facebook Ads & Sponsored Tweets.
• Use StumbleUpon Paid Discovery to draw more attention to your Infographic.
• If content is interesting, time-sensitive or controversial, it should do well on Reddit.
• Set up and post to Pinterest, Tumblr and visualize.us accounts.
• Send an optimized press release via online PR sites such as MarketWire & PRWeb.
• Utilize dozens of bookmarking sites including Infographic sites (next slide).
• Having a large network of followers (influential status) will help promotion efforts.
• If you lack influence, it might be wise to hire someone who does to share content.
• Include an “Embed This Code!” (http://infographicjournal.com/embed-code-generator/)
@DavidWallace

32. Promoting Infographics
Infographics Archives/Directories
• Infographic Journal – http://infographicjournal.com/
• visua.ly - http://visual.ly/ (self-serving)
• Cool Infographics - http://www.coolinfographics.com/
• InfographicsArchive - http://www.infographicsarchive.com/
• Infographic Site Dot Com - http://infographicsite.com/
• Submit Infographics - http://submitinfographics.com/
• OMGInfographics - http://www.omginfographics.com/
• The Infographics Showcase - http://www.infographicsshowcase.com/ ($100)
Additional Sites –
http://infographicdatabase.com/list-of-infographic-submission-websites/
@DavidWallace

33. Measure For Success
Measure 3-4 Weeks After Publishing
• Use Google Analytics or similar to see how many people visited the
Infographic, learn where they came from and even discover what they did
after landing on the page.
• Utilize backlink checkers such as Raven Tools’ Backlink Explorer and
SEOmoz’s Open Site Explorer to discover who has linked back to the piece.
• Finally you’ll want to see how the content did on the most popular social
networks. How many Stumbles did it earn? How many retweets or Facebook
shares? How many times was it “re-pinned?”
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34. Case Study - Barcodes
• Over 1,400 Stumbles
• Over 100 Tweets; 100 Google+
• Over 900 inbound links to date
• Ranks # 3 for “how barcode scanners work”
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35. Case Study – QR Codes
• Over 1,300 Stumbles
• Over 185 Tweets; 150+ Facebook Shares
• Almost 800 inbound links to date
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36. Case Study – Infographic Journal
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37. Case Study – Infographic Journal
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38. Case Study – Infographic Journal
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39. Key Takeaways
• Social signals are now integral to the ranking algorithm. SEO and link
building are still essential but you need social signals as well!
• Infographics are one of many effective content marketing strategies
that can earn social signals.
• Infographics that are well thought out, well designed and marketed
aggressively can do very well across multiple social platforms.
• If you have yet to establish a social media presence on all the major
sites, what are you waiting for?
@DavidWallace

40. Thank You!
David Wallace
@DavidWallace
SearchRank
SearchRank
searchrank.com
bit.ly/A4JQfW
infographicjournal.com
Download This Presentation at:
http://searchrank.com/pubconvegas2012
@DavidWallace