Using Social Media to Improve Organic Results
Cindy Turrietta | Search Marketing Strategist | [email protected]
https://www.facebook.com/affordablesearchengineranking http://www.linkedin.com/in/cindytconsulting https://twitter.com/cindyturrietta Special Thanks to:
• Ray “Catfish” Comstock, Director of SEO at BusinessOnline for his presentation on Social and SEO: How to leverage social media to achieve better SEO results
• Stephanie Shkolnik, Social Media Director at Digitaria for her presentation on Optimizing Social Content for Search Engines
Agenda
• The Integration of SEO and Social Media in Search
• How Social Media Affects Organic Rankings
• Tips & Recommendations SEOmoz Correlation Findings
http://searchenginewatch.com/article/2290337/Matt-Cutts-Google-1s-Dont-Lead-to-Higher-Ranking The Integration of Social Media in Search Definitions
SEO (search engine optimization) is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results.
Social Media (SMM: Social Media Marketing) refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks. Social Media = WOM source
An Optimized Social Media Strategy
• Increase traffic • Increase visibility • Support brand awareness • Encourage audience engagement
Link Bookmark Like Comment Share Retweet Include
• Consistent approach
• Motivate others
• Broadcast system
• Keyword rich and engaging
• Link to your content
• Create mascot? Why?
Visibility: Coming from:
• Social signals new links • Forums & Blogs
• Universal search results • Social reviews
• Real time search results • YouTube
• G+
How Social Media Affects Organic Listings The Social Affect
• Visibility in the engines
• Influence clicks
• Indication of user preference “Direct” SEO Impact
• Links/content on Facebook pages • Facebook shares & Twitter followers • Tweets • Google+ Indirect SEO Impact: Possibilities
• Increased inbound links and citations • Increased positive reviews • G+ impact • Bounce rates • Time on site • Increased repeat visitors No Direct SEO Impact
• Facebook Likes
• Twitter links are rel=nofollow
• Personal Facebook walls
Do your own tests! http://tinyurl.com/qdeovko A Note about Twitter Authority
• Google looks at “Author Authority” based on Twitter profile and activity
• Bing looks at “Social Authority” based on Twitter profile
http://www.seomoz.org/blog/your-guide-to-social-signals-for-seo http://www.stonetemple.com/author-authority-and-social-media-with-bings-paul-yiu/ Just Do It!
• Choose Social Circles
• Promote Profiles
• Develop Links
• Plan and Engage
• Encourage Evangelists! Using Social Media to Improve Organic Results
Cindy Turrietta | Search Marketing Strategist | [email protected]
https://www.facebook.com/affordablesearchengineranking http://www.linkedin.com/in/cindytconsulting https://twitter.com/cindyturrietta Social Engagement Tips & References Blog Tips
• Preferably on your own domain in a sub-directory (NOT a sub-domain)
• Post focused, keyword rich content regularly
• Make social bookmarking and sharing buttons visible for easy findability
• Link to social content when appropriate Google+ Tips
• Use hashtags relevant to your brand, topic or industry responsibly • Complete your information on your bio or about page with a clear photo or logo image • Post focused, keyword rich content regularly • Publish posts with links to pages that are new or not yet indexed for easy indexing by Google Facebook Tips
• Use hashtags • Images good, video not so good • When writing or responding to posts on Facebook, ask yourself these questions:
1. What is the topic of the conversation?
2. What search keywords can I apply to this post to make it relevant to searches related to my brand?
3. What link can I add to this post to send the user back to my main site or to another of my social media properties?
Twitter Tips
Optimize your Network: Optimize your content:
• Account description • Keywords • Twitter influencers • keyword-focused #hashtags • @ • Account description • Links • URL Pinterest Tips
• Use og markup! Online References: • Your Guide to Social Signals for SEO http://www.seomoz.org/blog/your-guide-to-social-signals-for-seo
• Matt Cutts: Google+1s Don’t Lead to Hight Ranking http://searchenginewatch.com/article/2290337/Matt-Cutts-Google-1s- Dont-Lead-to-Higher-Ranking
• It’s Not He Said She Said Over Google Rankings & Facebook Shares http://searchengineland.com/its-not-he-said-she-said-over-google- rankings-facebook-shares-80601
• Does Google Use Facebook Shares to Influence Search Rankings? http://www.seomoz.org/blog/does-google-use-facebook-shares-to- influence-search-rankings
• What Social Signals Do Google & Bing Really Count? http://searchengineland.com/what-social-signals-do-google-bing-really- count-55389