Slides I presented at Lake Cou

1. SEO Basics
for
Social Media
Marketers
Sean McGinnis
@seanmcginnis
www.312Digital.com
sean@312Digital.com

2. About Me
• Nothing but the finest • Twitter
career choices: – @seanmcginnis
– Actor • LinkedIn
– Car Salesman – /in/seanmcginnis
– Lawyer
– SEO Manager
• Blog
– www.312Digital.com
– Whatever’s Next…
• Personal • Corp
– Thomson Reuters
– Husband & father
– Managing Director of
– Bone marrow donor
www.MBEedge.com
(#Cocktails4Causes)

3. Things we’ll talk about today
• Why search & SEO are important
• 3 Important things to understand about SEO
– Algorithm Basics
– Different Types of Content
– How Social can impact SEO
• 1 Bonus tip
– How I Learned To Stop Worrying and Love Scraper
Sites
• 1 Glimpse into the future

4. Before we begin
• Ground-rules
– Please interrupt with questions
– Please slow me down
– Please give feedback
– Please give ideas for what ELSE you’d like to learn
about SEO and/or Social Media

5. Things we’ll talk about today
• Why search & SEO are important
• 3 Important things to understand about SEO
– Algorithm Basics
– Different Types of Content
– How Social can impact SEO
• 1 Bonus tip
– How I Learned To Stop Worrying and Love Scraper
Sites
• 1 Glimpse into the future

6. Why is search important?
• Well over 100 billion searches monthly today

7. Who owns search in US?

8. Who owns search in US?

9. Year over year growth

10. Organic v. Paid Search Results
Paid
Results
Organic
Results

11. Organic v. Paid Search Results
10% of
clicks
90% of
clicks

12. How position impacts CTR

13. The Long Tail of Search
Chris Andersen
Wired Magazine
October 2004

14. The Long Tail of Search

15. Things we’ll talk about today
• Why search & SEO are important
• 3 Important things to understand about SEO
– Algorithm Basics
– Different Types of Content
– How Social can impact SEO
• 1 Bonus tip
– How I Learned To Stop Worrying and Love Scraper
Sites
• 1 Glimpse into the future

16. Pre-Google
• Hi! I’m awesome, let me
tell you all about it…
Back then, sites relied on what site
owners told them about their sites to
determine who got traffic.
Commonly referred to today as “On-Site Optimization”

17. Post-Google
• OMG, you need to buy a
car? You’ve GOT to see
my man Steve! He’s
AWESOME!
The Google algorithm also factored in
the number of links to a page in an
effort to measure trust and authority.
Commonly referred to today as “Off-Site Optimization”

19. The Power of a Link

20. Things we’ll talk about today
• Why search & SEO are important
• 3 Important things to understand about SEO
– Algorithm Basics
– Different Types of Content
– How Social can impact SEO
• 1 Bonus tip
– How I Learned To Stop Worrying and Love Scraper
Sites
• 1 Glimpse into the future

21. Different Types of Content
• Text • Pictures
– Blog articles & – Images used in posts
comments – Pictures in social sites
– Press releases like Facebook, Flickr,
– Forums Picasa & more
– Q & A sites • Video
– Social Profiles – Most likely hosted video
on social sites like
Facebook, Youtube,
Vimeo & more.

22. Hmmm. Who should I write for?
Users Search Engines

23. Be
Awesome!

24. Create Content for
Customers/Community
Awesome Content Gets Shared!

25. Create Video for
Customers/Community
Awesome Content Gets Shared!

27. Take & Tag Pics!

28. Things we’ll talk about today
• Why search & SEO are important
• 3 Important things to understand about SEO
– Algorithm Basics
– Different Types of Content
– How Social can impact SEO
• 1 Bonus tip
– How I Learned To Stop Worrying and Love Scraper
Sites
• 1 Glimpse into the future

29. Social Built Directly Into Search

30. Social Links Count for SEO

31. Google & Bing Confirmed
• Links shared on Facebook & Twitter are
counted for organic SEO
• Your profile on twitter is taken into account
when determining how to weigh the value of
links shared

32. Things we’ll talk about today
• Why search & SEO are important
• 3 Important things to understand about SEO
– Algorithm Basics
– Different Types of Content
– How Social can impact SEO
• 1 Bonus tip
– How I Learned To Stop Worrying and Love Scraper
Sites
• 1 Glimpse into the future

33. Content Scrapers
• Scrapers suck!
– Difficult to prevent.
– Why not turn to your advantage?
– Liberally link back to your own content within blog
– Many scrapers maintain links intact – create new
inbound links which helps SEO (not a lot, but at
least a little)

34. Things we’ll talk about today
• Why search & SEO are important
• 3 Important things to understand about SEO
– Algorithm Basics
– Different Types of Content
– How Social can impact SEO
• 1 Bonus tip
– How I Learned To Stop Worrying and Love Scraper
Sites
• 1 Glimpse into the future

35. Looking Forward
Web Page Web Page
Link
What does this really tell Google?
It hints at some relationship
Web Page Web Page
Provides context, defines relationships, gives meaning.
Imagine what search will look like next!

36. Things we’ll talk about today
• Why search & SEO are important
• 3 Important things to understand about SEO
– Algorithm Basics
– Different Types of Content
– How Social can impact SEO
• 1 Bonus tip
– How I Learned To Stop Worrying and Love Scraper
Sites
• 1 Glimpse into the future

37. Questions?

38. Thank You!
• Twitter
– @seanmcginnis
• LinkedIn
– /in/seanmcginnis
• Blog
– http://312Digital.com