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Social Media Optimisation
With James Fairweather of Coast Digital.




Marketing you can measure
                        TM
Social Media Optimisation



Hello. A little bit about me.


5 Years in search, Agency-side

Digital Strategy & Online Marketing Consultant

SEO, Social Media, Paid Search, Conversion Rate Optimisation, Affiliate Marketing
Social Media Optimisation



Who is this for?

Marketers. Those with in-house marketing teams and those that use an
agency (or agencies) for their Online Marketing activity and who want to
understand how to use Social media to:

•Have an impact on their SEO

•Justify social media investment based on the ROI through SEO.
Social Media Optimisation




Social Media + Search Engine Optimisation = Social Media Optimisation.
Social Media Optimisation




So what is it?


What is SMO about? Driving traffic to a website using social media.

Ultimately using search and social media to increase your online sales or leads.
Social Media Optimisation




   Social promotion of content generates natural links

According to Twitter, around 25% of all Tweets contain a URL.
Social Media Optimisation




                      Social networks drive traffic

Someone who is engaging with your social profile has already pre-qualified
                            themselves.
Social Media Optimisation




        Social networking increases online brand presence

When you combine your SEO and social media marketing, you‟ll create a
 much more powerful and comprehensive online marketing strategy.
Social Media Optimisation




         Social promotion of content generates natural links
      According to Twitter, around 25% of all Tweets contain a URL.

                   Social networks drive traffic
Someone who is engaging with your social profile has already pre-qualified
                            themselves.

        Social networking increases online brand presence
 When you combine your SEO and social media marketing, you‟ll create a
  much more powerful and comprehensive online marketing strategy.
Social Media Optimisation




   SEO

What is it?
Social Media Optimisation

“Search Engine Optimisation”

Improving sites, so that they are more visible in the organic results from
search engines.

Increased visibility, generating more of the right kind of traffic.

In turn, generating more enquiries and more business.

Ultimately, make more revenue!
Social Media Optimisation




   SEO.

What is it?
Social Media Optimisation

Where do people click?
Social Media Optimisation


UK Search Engine Share – August 2011
Social Media Optimisation




               SEO

How did it work before Social Media?
Social Media Optimisation
Social Media Optimisation




                                                               SEO.
Without links, the engines might never find this page
                                                How did it work before Social Media?
Social Media Optimisation

Google looks at the neighbourhood a site „sits in‟.

Looking at the quality of links to the site, Google can assume a level of trust.




                                               SEO.

                              How did it work before Social Media?
Social Media Optimisation


              Google look at the neighbourhood a site „sits in‟.

Looking at the quality of links to the site, Google can assume a level of trust.




                                                                                       Source: SEOMOZ
Social Media Optimisation




      SEO

What is changing?
Social Media Optimisation




Google Panda
Social Media Optimisation
Social Media Optimisation




Google‟s „Vince‟ Brand Update
Social Media Optimisation




Google‟s Brand Update
Social Media Optimisation




Ultimately, Google are looking to improve the results that they present to users.
Social Media Optimisation




Social Media
Social Media Optimisation




              Social Media

You're familiar with the channels already.
Social Media Optimisation




“The term Social Media refers to the use of web-based and
mobile technologies to turn communication into an interactive
dialogue.”
Social Media Optimisation


What has been changing & how fast?
Social Media Optimisation




Why would social signals be good for search engines?
Social Media Optimisation




Why would social signals be good for search engines?
Social Media Optimisation




Freshness
Social Media Optimisation




Freshness is a valid property of online content
Social Media Optimisation
Social Media Optimisation
Social Media Optimisation
Social Media Optimisation




Into notes:



                               Source: Google Trends
Social Media Optimisation




         People trust 'human' recommendations and endorsement.



  If relevance is key to keeping Google's search share, they have to adapt.


  53% of people on Twitter recommend companies and/or products in their
Tweets, with 48% of them delivering on their intention to buy the product. (ROI
                    Research for Performance, June 2010)
Social Media Optimisation




How social and search are amalgamating.
Social Media Optimisation




                      200 million twitter users.
               Over 750 Million active Facebook users.
                    25 million Google Plus users.


Search engines would have to be crazy to ignore this volume of usage.
Social Media Optimisation



Social as a Ranking Signal.

“We do look at the social authority of a user. This can add a little weight to a
listing in regular search results.”



“Yes, we do use it as a signal. It is used as a signal in our organic and news
rankings.”

“The purpose of any ranking signal is to improve overall search quality. For
+1‟s and other social ranking signals, as with any new ranking signal, we‟ll be
starting carefully and learning how those signals are related to quality.”
Social Media Optimisation




            there are 200 million twitter users.
                 <<more stats in here>>
search engines would be crazy to ignore this kind of volume.




                                                                         Source: SEOMOZ
Social Media Optimisation




What are the effects of this cross-over now?
Social Media Optimisation




What are the effects of this cross-over now?
Social Media Optimisation




•Search engines are open about using likes, tweets and social endorsements
as ranking signals.

•New content gets indexed more quickly.

•If content is relevant in the social space, it can rank much more effectively.

•More difficult to 'game' - as a result the quality of search results will improve.

•Google are customising search result to you based on your social circles.
Social Media Optimisation




What will happen in the future?
Social Media Optimisation



•Social media has grown so quickly that
Google have to play catch-up to ensure
that they are returning users the most
relevant content.

•It is likely that human endorsement
factors will overtake traditional 'link
based' ranking factors.

•Results are more likely to be based on
real-time 'noise' and activity.
Social Media Optimisation




What can you do now? and why should you do it?
Social Media Optimisation




                                   On your site:

• Blogging – make content people want to share.

• Social buttons – make it easy to share.

• Viral content – create a stir.
Social Media Optimisation




Social Buttons
Social Media Optimisation




Social Buttons
Social Media Optimisation
But don‟t overdo it.
Social Media Optimisation


               Viral Content

Over 5000 inbound links resulting in a the top
        video ranking for “blender”
The Infographic


Mobile app vs. Mobile web.
The Infographic


Where is Google making their money?
Social Media Optimisation


On social networks

•Optimise your content for visibility & use keyword targets

•Twitter - hashtags, look at what's trending, and link to relevant content
Video Optimisation
                     Social Media Optimisation
Social Media Optimisation




What can you do? Takeout tips
Social Media Optimisation




• Register all social profiles. Much easier than trying to reclaim them later

• Build up the most valuable ones for your brand - for example, LinkedIn is
more relevant for many b2b's and service providers than Facebook right now.

• Inter-link profiles where appropriate. (SEO benefit)

• Optimise your posts, videos & social profiles with keywords, brand terms
and links to your content.
Social Media Optimisation




• Get a blog & social buttons & put together a content strategy. Content is
king! It will continue to be!

• Using social media for link building - target your followers with crafted link-
bait. with the right analysis, link building tactics can be much more targeted.

• Dominate brand search for your own brand name. This is great for
reputation management too.
Dominate brand and not domaine
   examples.
Dominate brand and not domaine
   examples.
Social Media Optimisation




Measuring it

At an early stage, set objectives specifically for SEO alongside your main social objectives.

• Obtain retweets,
• Shares,
• Likes,
• Generated links,
• Traffic driven through social channels

Report, measure and react to how these perform over time.
Social Media Optimisation



         Good Search Strategy is all about Engagement


As you begin to look into Social Media Optimisation more deeply, you start
         to become a lot more connected with your audience.

Even if you began with an obsession around search engine rankings, If you
 do this correctly, you‟ll end up being obsessed with your clients wants,
                             needs and thoughts.
Social Media Optimisation




To wrap up...
Social Media Optimisation




As a live example; we‟ll use this set of slides as a part of our own marketing
                                   campaign.
Social Media Optimisation




• Slides onto SlideShare.
• YouTube webcast.
• Post excerpts onto twitter.
• Publish and share on LinkedIn & through groups.
• Add posts to our blog on site.
• Post tweets up with relevant hashtags #socialmedia #SEO #SMO and share
with our followers.
•Support the publication of upcoming guides and whitepapers.
Social Media Optimisation




From this activity, we will be aiming to;

1.   Generate links back to our site.
2.   Boost the visibility of our social platforms.
3.   Gain relevant, targeted traffic to our site.
4.   Engage in more conversation within the industry.
5.   Build further recognition for our brand through improved search results.
Social Media Optimisation




One More thing...
Social Media Optimisation



Private LinkedIn group for this session for Q&A, http://linkd.in/nbxXg8

We've also got a free Social Media guide for business. If you'd like a copy,
connect with us online or leave a card with me.

james.fairweather@coastdigital.co.uk
linkedin.com/in/jamesfairweather
twitter.com/j_fairweather (@j_fairweather)




All these links will go up on our blog on the Coast Digital site later so don't
worry if you miss them.



 Marketing you can measure
                         TM
Social Media Optimisation


Sources, References & Credits

http://searchenginewatch.com/article/2104571/Google-Panda-6-Months-Out-Still-Has-People-Baffled
http://searchenginewatch.com/article/2080032/Top-5-Google-Panda-Update-SEO-Survival-Tips
http://www.seomoz.com
http://www.searchengineland.com
http://www.seounique.com/blog/google-brand-update-february-2009/
Nichola Stott at http://www.themediaflow.com
http://www.seomoz.org/article/search-ranking-factors
http://www.techcrunch.com
Will it blend iPad? http://www.youtube.com/watch?v=lAl28d6tbko
http://www.zabisco.com/blog/?p=2164
http://www.wordstream.com/blog/ws/2011/07/18/most-expensive-google-adwords-keywords
www.google.com/trends

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Social Media Optimisation

  • 1. Social Media Optimisation With James Fairweather of Coast Digital. Marketing you can measure TM
  • 2. Social Media Optimisation Hello. A little bit about me. 5 Years in search, Agency-side Digital Strategy & Online Marketing Consultant SEO, Social Media, Paid Search, Conversion Rate Optimisation, Affiliate Marketing
  • 3. Social Media Optimisation Who is this for? Marketers. Those with in-house marketing teams and those that use an agency (or agencies) for their Online Marketing activity and who want to understand how to use Social media to: •Have an impact on their SEO •Justify social media investment based on the ROI through SEO.
  • 4. Social Media Optimisation Social Media + Search Engine Optimisation = Social Media Optimisation.
  • 5. Social Media Optimisation So what is it? What is SMO about? Driving traffic to a website using social media. Ultimately using search and social media to increase your online sales or leads.
  • 6. Social Media Optimisation Social promotion of content generates natural links According to Twitter, around 25% of all Tweets contain a URL.
  • 7. Social Media Optimisation Social networks drive traffic Someone who is engaging with your social profile has already pre-qualified themselves.
  • 8. Social Media Optimisation Social networking increases online brand presence When you combine your SEO and social media marketing, you‟ll create a much more powerful and comprehensive online marketing strategy.
  • 9. Social Media Optimisation Social promotion of content generates natural links According to Twitter, around 25% of all Tweets contain a URL. Social networks drive traffic Someone who is engaging with your social profile has already pre-qualified themselves. Social networking increases online brand presence When you combine your SEO and social media marketing, you‟ll create a much more powerful and comprehensive online marketing strategy.
  • 10. Social Media Optimisation SEO What is it?
  • 11. Social Media Optimisation “Search Engine Optimisation” Improving sites, so that they are more visible in the organic results from search engines. Increased visibility, generating more of the right kind of traffic. In turn, generating more enquiries and more business. Ultimately, make more revenue!
  • 12. Social Media Optimisation SEO. What is it?
  • 14. Social Media Optimisation UK Search Engine Share – August 2011
  • 15. Social Media Optimisation SEO How did it work before Social Media?
  • 17. Social Media Optimisation SEO. Without links, the engines might never find this page How did it work before Social Media?
  • 18. Social Media Optimisation Google looks at the neighbourhood a site „sits in‟. Looking at the quality of links to the site, Google can assume a level of trust. SEO. How did it work before Social Media?
  • 19. Social Media Optimisation Google look at the neighbourhood a site „sits in‟. Looking at the quality of links to the site, Google can assume a level of trust. Source: SEOMOZ
  • 20. Social Media Optimisation SEO What is changing?
  • 23. Social Media Optimisation Google‟s „Vince‟ Brand Update
  • 25. Social Media Optimisation Ultimately, Google are looking to improve the results that they present to users.
  • 27. Social Media Optimisation Social Media You're familiar with the channels already.
  • 28. Social Media Optimisation “The term Social Media refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue.”
  • 29. Social Media Optimisation What has been changing & how fast?
  • 30. Social Media Optimisation Why would social signals be good for search engines?
  • 31. Social Media Optimisation Why would social signals be good for search engines?
  • 33. Social Media Optimisation Freshness is a valid property of online content
  • 37. Social Media Optimisation Into notes: Source: Google Trends
  • 38. Social Media Optimisation People trust 'human' recommendations and endorsement. If relevance is key to keeping Google's search share, they have to adapt. 53% of people on Twitter recommend companies and/or products in their Tweets, with 48% of them delivering on their intention to buy the product. (ROI Research for Performance, June 2010)
  • 39. Social Media Optimisation How social and search are amalgamating.
  • 40. Social Media Optimisation 200 million twitter users. Over 750 Million active Facebook users. 25 million Google Plus users. Search engines would have to be crazy to ignore this volume of usage.
  • 41. Social Media Optimisation Social as a Ranking Signal. “We do look at the social authority of a user. This can add a little weight to a listing in regular search results.” “Yes, we do use it as a signal. It is used as a signal in our organic and news rankings.” “The purpose of any ranking signal is to improve overall search quality. For +1‟s and other social ranking signals, as with any new ranking signal, we‟ll be starting carefully and learning how those signals are related to quality.”
  • 42. Social Media Optimisation there are 200 million twitter users. <<more stats in here>> search engines would be crazy to ignore this kind of volume. Source: SEOMOZ
  • 43. Social Media Optimisation What are the effects of this cross-over now?
  • 44. Social Media Optimisation What are the effects of this cross-over now?
  • 45. Social Media Optimisation •Search engines are open about using likes, tweets and social endorsements as ranking signals. •New content gets indexed more quickly. •If content is relevant in the social space, it can rank much more effectively. •More difficult to 'game' - as a result the quality of search results will improve. •Google are customising search result to you based on your social circles.
  • 46. Social Media Optimisation What will happen in the future?
  • 47. Social Media Optimisation •Social media has grown so quickly that Google have to play catch-up to ensure that they are returning users the most relevant content. •It is likely that human endorsement factors will overtake traditional 'link based' ranking factors. •Results are more likely to be based on real-time 'noise' and activity.
  • 48. Social Media Optimisation What can you do now? and why should you do it?
  • 49. Social Media Optimisation On your site: • Blogging – make content people want to share. • Social buttons – make it easy to share. • Viral content – create a stir.
  • 52. Social Media Optimisation But don‟t overdo it.
  • 53. Social Media Optimisation Viral Content Over 5000 inbound links resulting in a the top video ranking for “blender”
  • 54. The Infographic Mobile app vs. Mobile web.
  • 55. The Infographic Where is Google making their money?
  • 56. Social Media Optimisation On social networks •Optimise your content for visibility & use keyword targets •Twitter - hashtags, look at what's trending, and link to relevant content
  • 57. Video Optimisation Social Media Optimisation
  • 58. Social Media Optimisation What can you do? Takeout tips
  • 59. Social Media Optimisation • Register all social profiles. Much easier than trying to reclaim them later • Build up the most valuable ones for your brand - for example, LinkedIn is more relevant for many b2b's and service providers than Facebook right now. • Inter-link profiles where appropriate. (SEO benefit) • Optimise your posts, videos & social profiles with keywords, brand terms and links to your content.
  • 60. Social Media Optimisation • Get a blog & social buttons & put together a content strategy. Content is king! It will continue to be! • Using social media for link building - target your followers with crafted link- bait. with the right analysis, link building tactics can be much more targeted. • Dominate brand search for your own brand name. This is great for reputation management too.
  • 61. Dominate brand and not domaine examples.
  • 62. Dominate brand and not domaine examples.
  • 63. Social Media Optimisation Measuring it At an early stage, set objectives specifically for SEO alongside your main social objectives. • Obtain retweets, • Shares, • Likes, • Generated links, • Traffic driven through social channels Report, measure and react to how these perform over time.
  • 64. Social Media Optimisation Good Search Strategy is all about Engagement As you begin to look into Social Media Optimisation more deeply, you start to become a lot more connected with your audience. Even if you began with an obsession around search engine rankings, If you do this correctly, you‟ll end up being obsessed with your clients wants, needs and thoughts.
  • 66. Social Media Optimisation As a live example; we‟ll use this set of slides as a part of our own marketing campaign.
  • 67. Social Media Optimisation • Slides onto SlideShare. • YouTube webcast. • Post excerpts onto twitter. • Publish and share on LinkedIn & through groups. • Add posts to our blog on site. • Post tweets up with relevant hashtags #socialmedia #SEO #SMO and share with our followers. •Support the publication of upcoming guides and whitepapers.
  • 68. Social Media Optimisation From this activity, we will be aiming to; 1. Generate links back to our site. 2. Boost the visibility of our social platforms. 3. Gain relevant, targeted traffic to our site. 4. Engage in more conversation within the industry. 5. Build further recognition for our brand through improved search results.
  • 70. Social Media Optimisation Private LinkedIn group for this session for Q&A, http://linkd.in/nbxXg8 We've also got a free Social Media guide for business. If you'd like a copy, connect with us online or leave a card with me. james.fairweather@coastdigital.co.uk linkedin.com/in/jamesfairweather twitter.com/j_fairweather (@j_fairweather) All these links will go up on our blog on the Coast Digital site later so don't worry if you miss them. Marketing you can measure TM
  • 71. Social Media Optimisation Sources, References & Credits http://searchenginewatch.com/article/2104571/Google-Panda-6-Months-Out-Still-Has-People-Baffled http://searchenginewatch.com/article/2080032/Top-5-Google-Panda-Update-SEO-Survival-Tips http://www.seomoz.com http://www.searchengineland.com http://www.seounique.com/blog/google-brand-update-february-2009/ Nichola Stott at http://www.themediaflow.com http://www.seomoz.org/article/search-ranking-factors http://www.techcrunch.com Will it blend iPad? http://www.youtube.com/watch?v=lAl28d6tbko http://www.zabisco.com/blog/?p=2164 http://www.wordstream.com/blog/ws/2011/07/18/most-expensive-google-adwords-keywords www.google.com/trends