SEO & Social Media Internet World 2013
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Growing impact of Social Media on SEO - a rapid overview discussing the merging of social, content, authority and seo visibility development. Presentation delivered at Internet World 23rd April 2013.
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SEO & Social Media Internet World 2013
- 1. The Growing Impact of Social Media…. …on Search Marketing Presented by: John Heffernan Business Development Manager MediaCo (UK) Ltd John.heffernan@media.co.uk 07977 440690 http://uk.linkedin.com/in/johnheffernanseomarketinguk
- 2. • Integrated Digital Marketing Agency • Delivering results since 1999… • Offices in Dundee, Edinburgh & Singapore – Sales coverage: London, Midlands & Dubai • Focus on strategic online marketing: – Search Engine Optimisation – Pay-Per-Click Advertising – Content Marketing – Social Media Integration Introducing MediaCo
- 3. Stop Chasing the Algorithm!!!!!
- 4. Traditional SEO: Link Wheel Directories / Paid Links Article Marketing Content Marketing Blogging Authority Content Authority Interactive Content InfoGraphics Asset Building Old and Outdated tactics offer an uncertain future
- 5. SEO Components KEYPHRASES COMPETITORS Accessibility Relevance Credibility ON SITE OFF SITE ON PAGE
- 7. Online Competition Research - Based on your search terms Identifies competing websites that have online visibility. Determine coverage across all phrases. Market intelligence of actual online competitors
- 8. Social.Media.co.uk Off Site Optimisation ON SITE ON PAGEOFF SITE Link earning …….Not Link Building! Deep Links Internal Links Link text
- 10. SEO & Social Content Optimisation
- 11. If you think you need to be everywhere at once……….. You’re headed in the right direction Matt Cutts: Google A New Way of Looking at SEO…..
- 12. Content Marketing: SEO Content Marketing Social.Media.co.uk Deep Links Link text Search ContentBlog engagement Social Networks Article Marketing Social Mentions Embedded Video Web Links Internal Links
- 13. A new way of thinking – - or doing it “right” all along? Panda – Bad Content Penguin – Bad Links
- 14. Significant changes in Google’s algorithm. • Some links sources - no longer as influential. • Greater focus on “quality content” that’s useful to the searcher. • Depth of relevant content even more important. • Material that’s “over-optimised” sending negative signals. • More “brand signals” with key phrases & diversity required within third-party links. • More “brand signals” with key phrases required within social references. • Social media engagement becoming stronger influence.
- 15. Social Media Content has an ever-increasing influence on Search Ranking / Visibility
- 16. More than just …
- 17. Presence, Participation & Promotion Presence: • Originate / Customise / Connect Channels Participation: • Saying the right thing in the right way in the right channel – Engagement! Promotion: Content is still King!! • Share – Syndicate – Become “Findable” People Buy People!
- 18. Social Media Content Either: write something worth reading about or do something worth writing about................ ..................Ben Franklin Tell your story OR Have it told for you!!! I’m sorry for writing such a long letter … … but I didn’t have time to write a short one … Become an Authority!
- 19. Google+ Google+1 is simply another social signal Similar to “likes” – will gradually increase relevance Significant over time – Rel:Author! Set-up and optimise your Google+ Business pages Social circles
- 22. Social Media Interaction: “Supports” SEO Improves: Authority Positions Traffic Click Through and Conversions!
- 23. Give yourself the advantage over your Competitors!
- 24. Social Media & SEO; Content “Rules” Use the phrase in the page title Create well written copy content Use Phrase semantics and related terms Define a clear path – Call to Action……. Minimise distractions – Focus! Set a measurable goal
- 25. Benefits of Social Engagement • Build authority ―Improve SEO rankings • Build relationships with customers and prospects • Customers become brand advocates ―When they share content • Reputation management ―Respond quickly to criticism
- 26. Be Involved – Engage with your Audience! Stop – Look – Listen!
- 28. Manage Expectations! Be prepared to fail! …….But don’t make the same mistake Twice!
- 29. Social Media Planning ... Where are their moderators? Why is there no response? Why are they allowing these comments to stay on their profile page? ********
- 30. Google & Content…… “ ..you will rank well.”
- 32. Presented by: John Heffernan John.heffernan@media.co.uk 07977 440690 http://uk.linkedin.com/in/johnheffernanseomarketinguk Questions?