The dance between search and social
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The document outlines the interplay between search engine optimization (SEO) and social media marketing (SMM), emphasizing their need for coordination to enhance online visibility and engagement. It discusses the evolution of search algorithms and the importance of content quality and social signals in driving traffic and improving search rankings. The workshop also addresses the significance of Google Authorship and social scorecards in establishing authority and measuring influence in the digital landscape.
The dance between search and social
- 1. Open Social Media: Where we tell it like it is The Dance Between Search and Social A workshop series by Beth Browning
- 2. Open Social Media: Where we tell it like it is Definitions Search Engine Optimization Driving traffic to websites from Search Engine Results Pages (SERP). Optimizing a variety of variables such as content, website structure, as well as internal and external links (just to name a few) to increase the visibility and position on a SERP. Social Media Marketing Driving traffic to websites from Social Media Platforms such as Twitter, LinkedIn, Facebook, and Pinterest. Generating and promoting content that provides and encourages readers to share it with their networks and drive traffic to your website. Creating and exchanging user-generated-content (UCG) e.g. product reviews and comments. 2
- 3. Open Social Media: Where we tell it like it is A little History 2008 Google started showing search customization messages to let people know that their results had been modified (geography, previous search query, browsing patterns) 2009 Google started personalizing search results to refine search results based on your search history 2010 Google began incorporating user generated content (UGC) within search results pages because they saw that it was important to consumers. They also started using Twitter and Facebook links as a ranking signal in late 2010. 2011 Google launched Google+ and the correlation between social signals and SEO started to become apparent 2012 Bing Partners with Klout Marrying Search and Influence and Google introduced Search, plus Your World which incorporated personal results (G+ posts and photos), profiles in search, and people and pages related to a specific topic 2013 Its a whole new world everyone is talking about SEO and SMM 3
- 4. Open Social Media: Where we tell it like it is Content is a Key Overlap between SEO and SMM Source: HubSpot 4
- 5. Open Social Media: Where we tell it like it is SEO and SMM - What Kind of Dance is it? Is it a waltz? Search engine optimization and social media do not turn rhythmically around and around in the same pattern as they distribute content on the web, they distribute content in different ways. 5
- 6. Open Social Media: Where we tell it like it is SEO and SMM - What Kind of Dance is it? Is it a line dance? Search engine optimization and social media cannot dance without regard to who is next to them they must be aware of each other There are similar steps, but they are executed somewhat differently 6
- 7. Open Social Media: Where we tell it like it is SEO and SMM - What Kind of Dance is it? Perhaps its a Tango SEO and SMM have emerged from diverse origins but strive toward the same end delivering valuable content and engaging experience that generates leads and drives traffic 7
- 8. Open Social Media: Where we tell it like it is SEO and SMM Must Dance Together In many organization the search engine optimization and social media marketing efforts are still separate SEO efforts focused on keywords, links, and content. Social media marketing strategies are often-times focused solely on acquiring fans and followers If the social media advocate is creating content that is low quality, contains links to poor quality sites or isnt optimized for the right keyword phrases, they could be undoing the SEO efforts. If the SEO efforts are done in a vacuum, and lack insight into what content is engaging the most readers in the social media platforms, they may be optimizing for the wrong things. 8
- 9. Open Social Media: Where we tell it like it is Strategic SMM + SEO = Strong Social Signals SEO efforts optimize the pages of a website or blog so that they will be found relevant by search engines and drive traffic to the website SMM efforts optimize the distribution of the content through networks and engage with their community to drive traffic to the website If these efforts are coordinated they will result in more leads People will find the content on search engine results pages and through networks People will engage with the posts People will share the content This adds up to a formula for creating a strong social signal which will help your search engine rankings 9
- 10. Open Social Media: Where we tell it like it is Social Signals Google wants as close to ideal rankings and best quality search results possible I can see social becoming a bigger signal in the long term. In the short term, Google wont leave links behind. Ultimately, Google doesnt want people to worry about Pandas or Penguins. Google wants to reward sites that have good signals. Matt Cutts, Google, 2012 SES Conference in SanFrancisco. The courting days between search engine optimization (SEO) and social media marketing (SMM) are over. People are talking about brands, making deals, following trends, and finding people they trust on a variety of platforms. People rely on quality content to solve problems, make decisions and decide who they are going to do business with. People do business with people not with search engines the world is a social place 10
- 11. Open Social Media: Where we tell it like it is What Are Social Signals? The size of your audience (reach) the number of fans, followers, people in your circles Audience engagement Likes Shares Comments Mentions Reviews The quality of your audience are they real people or spammy Ill follow you if you follow me? Social Score/Influence Klout, TrustCloud, Kred??? 11
- 12. Open Social Media: Where we tell it like it is How Are Social Signals Measured? Thats the $64,000 Question! 12
- 13. Open Social Media: Where we tell it like it is Challenges with Interpreting and Measuring Social Signals Google and Bing Interpret social signals differently Facebook, Google+, Klout, and other factors? Determining the value of a like, share, comment, or review its easy to like the content shared by a friend or the friend of a friend without reading it or really considering its value Establishing and measuring authority popularity doesnt equal authority or knowledge Measuring overall social influence the score cards are imperfect and have limited correlation between claimed expertise and the score ( there is evidence that this is going to change) 13
- 14. Open Social Media: Where we tell it like it is How Will the Signal Interpretation Challenges be Overcome? The game changers: Google Authorship: the process of identifying and verifying your identity as a contributor of content to the world wide web Author Rank: a score that measures the quality/authority of an author A few of the contributing factors will be: Average PageRank of an authors content Google+ activity +1s and Google+ shares the authors content gets Circle associations like the number of circles and the quality of reciprocal connections Engagement on Google+ is the author active on Google+ Social Signals how active and engaged is the author within social 14
- 15. Open Social Media: Where we tell it like it is If you arent on Google+, youre on the path to irrelevance. Benefits of Google Authorship: Higher click through rates - statistically people click through at a higher rate on links with rich snippets Establish authority a result with a headshot separates you from the back and reinforces that its a credible piece of content Keep your identity a pictures worth a thousand words if you have a common name like Beth Browning, youll be able to put the name with a face Beat plagiarism - he original author gets credit wave goodbye to copy artists and article spinners Build Trust - its all about relationships and people and this is one more way to build trust in an on-line world Verify guest posts and comments your profile follows along as you comment on blogs and publish posts on other blogs Elevate the value and role of writers as businesses start to recognize the benefits, good writers wont have to defend why they charge $100 or more for a blog post Source of quote: Search Engine Watch: Google+: A Quick Start Guide by Chuck Price 15
- 16. Open Social Media: Where we tell it like it is Social Score Cards Klout is clearly experimenting with ways to marry expertise with the scoring system Prompts to answer questions
- 17. Open Social Media: Where we tell it like it is Social Score Cards Share it on Facebook and Twitter
- 18. Open Social Media: Where we tell it like it is Social Score Cards People view, rate, and share the comments on Klout
- 19. Open Social Media: Where we tell it like it is The SEO SMM Dance Card Keyword research People search within social networks and through search engines make sure you have a strategy in place that addresses both Create and Distribute great Content Strategically include your keywords in both the website content and the social media posts Write quality pieces that people want to read and share and search engines find relevant to the keyword phrase Establish Google Authorship and work to improve Author Rank Interact on Google + Contribute Content on a regular basis Be aware of, and work to increase your social signal Pay attention to likes, shares, and comments they really do count Analyze your social and organic traffic jointly share, learn, and evolve
- 20. Open Social Media: Where we tell it like it is Discover Your Customers Taking the mystery out of SEO - my services Website Analysis and Competitive Intelligence - Provide insights regarding strengths, weaknesses, and areas of opportunity for improving and optimizing an online presence within the competitive landscape. Teaching -Conduct hands-on search engine optimization workshops for beginners to advanced Workshops, Onsite Training, and Virtual training Search Engine Marketing -Develop marketing strategies and plans to promote both brand and business through search engine optimization Mentoring - Relationship based training and knowledge transfer of skills to accelerate the growth of individuals and improve retention and performance. Content Creation - Generate online content that is interesting and engaging for website visitors and is optimized for search engines. Register for one of my workshops at: http://seotrainingpennsylvania.com/ For more locations, visit: http://www.searchengineacademy.com/ Subscribe to my blog for regular tips and insights (plus occasional musings): http://discover-your-customers.com/blog/
- 21. Open Social Media: Where we tell it like it is Thank You! Questions? Contact Beth @ bbrowningdiscoveryourcustomers.com for links to Google Authorship Guides (or other links in this presentation) ∈欹毯 Show is available at: http://www.slideshare.net/blbrowning