It is more important than ever that organizations align search and social media to improve organic visibility and increase website traffic. This presentation will explore ways that companies and organizations of all shapes and sizes can promote content through social networks, build authority, increase following, drive traffic, and boost search engine relevancy. Participants will walk away with a checklist of best practices for aligning social media and search for maximum results.

1. Social
SEO
+
Media
SEO
&
Social
Media
A
Winning
Strategy
A
Winning
Strategy
By:
Jeff
Rum,
President
+
CCO
SPARK
Experience
For
Social
Media
Week
DC
2013
@sparkexperience

2. Jeff
Rum
President
+
CCO
SPARK
Experience
Follow
me
on
twiMer
@jsrum
Live
tweeQng
today
@sparkexperience
#SMWSearchSocial
jeff@sparkexperience.com
@sparkexperience

3. 3
@sparkexperience
@jsrum

4. Jeff
Rum
President
+
CCO
SPARK
Experience
Follow
me
on
twiMer
@jsrum
Live
tweeQng
today
@sparkexperience
#SMWSearchSocial
jeff@sparkexperience.com
@sparkexperience

5. SEO
or
Social
Media?
5
@sparkexperience

6. 6
@sparkexperience

7. 80%
7
@sparkexperience

8. 93%
of
online
experiences
begin
with
a
search
engine
Source:
Search
Engine
Journal
8
@sparkexperience

9. Search
is
the
#1
driver
of
traffic
to
websites,
beaHng
social
media
by
more
than
300%
Source:
Outbrain
Content
Discovery
and
Engagement
Report
9
@sparkexperience

10. What
about
Social
Media?
10
@sparkexperience

11. 67%
o
will
lik f
custome
page
t e
a
Fa rs
o
save ceboo
$
k
67%
of
customers
will
like
a
Facebook
page
to
save
25%
or
more.
Source:
mediabistro
11
@sparkexperience

12. 12
@sparkexperience

13. In
the
beginning…
13
@sparkexperience

14. 14
@sparkexperience

15. 15
@sparkexperience

16. SEO
Sam
SEO Checklist
ü Keyword Research
ü Meta Tags
ü Title Tags
ü Site Map
ü URL Structure
ü Landing Pages
ü Link Building
16
@sparkexperience

17. 17
@sparkexperience

18. Social
Media
Suzie
Social Media Checklist
ü Social Strategy
ü Platform Setup
ü Create Blog Content
ü Tweet, Post, Blog
ü Comment
ü Guest Blog
ü Track and Analyze
18
@sparkexperience

19. 2
Skill
Sets
2
People/Teams
2
Strategies
19
@sparkexperience

20.
1
February
22,
201
20
@sparkexperience

21. Space
ShuYle
Discovery
took
its
final
flight
from
Kennedy
Space
Center
21
@sparkexperience

22.
The
Caps
shut
out
the
Penguins
22
@sparkexperience

23.
Jeffrey
Rum
just
started
the
day
off
with
the
best
cappuccino
-­‐-­‐
at
CremCaffe.
23
@sparkexperience

24.
Google
Panda
24
@sparkexperience

25. Organic
25
@sparkexperience

26. 70%
of
the
links
search
users
click
on
are
organic.
Source:
Search
Engine
Journal
26
@sparkexperience

27. Google
Panda
Goals
ü
Separate
low-­‐quality
content
from
high-­‐quality
content
ü
Concentrate
on
clout
&
authority
27
@sparkexperience

28. Separate
low-­‐quality
content
from
high-­‐quality
content
28
@sparkexperience

29. Low
Quality
Factors
• Duplicate
Content
• No
Contact
Info
• “Shallow”
Content
• Code
Errors
• Fake
(Paid)
Blogs
• Too
Many
Ads
29
@sparkexperience

30. High
Quality
Factors
• Unique
Content
• A
Brand
Name
• Quality
Content
• Validated
&
• Domain
History
Accessible
Code
30
@sparkexperience

31. create
content
for
PEOPLE
not
search
engines
31
@sparkexperience

32. SEO
rocks
now!
#ilovepanda
32
@sparkexperience

33. But
what
about
my
keyword-­‐stuffed
pages?
#pandasucks
33
@sparkexperience

34. Concentrate
on
Clout
&
Authority
34
@sparkexperience

35. Google
has
listed
out
some
quesHons
for
you
as
a
guideline
to
produce
what
they
believe
is
“authoritaHve
content”
• Would
you
trust
the
informaQon
presented
in
this
arQcle?
• Is
this
arQcle
wriMen
by
expert/enthusiast
who
knows
the
topic
well,
or
is
it
more
shallow
in
nature?
• Is
the
site
a
recognized
authority
on
its
topic?
• Is
this
the
sort
of
page
you’d
want
to
bookmark,
share
with
a
friend,
or
recommend?
35
@sparkexperience

36. Forget
about
more
links.
Think:
beYer
links.
“There
is
no
beMer
link
than
a
contextual
link
from
keywords
you
specify,
from
a
content-­‐rich
page
that
you
opQmized,
on
an
authoritaQve
site
that
is
relevant
to
your
own
site.”
-­‐
Social
Media
Today
36
@sparkexperience

37. 37
@sparkexperience

38.
Panda
started
to
change
the
relaHonship
between
SEO
and
social
media.
38
@sparkexperience

39.
012
A pril
24,
2
39
@sparkexperience

40. Facebook's
filings
revealed
that
each
user
is
worth
a
mere
$4.81
a
year
to
the
company.
40
@sparkexperience

41. Pizza
Hut
unveiled
a
new
pizza
with
a
cheeseburger
and
chicken
nugget-­‐stuffed
crust.
Romney
won
primaries
in
PA,CT,
RI,
DE,
&
NY,
claiming
the
GOP
nominaHon
41
@sparkexperience

42.
Jeffrey
Rum
couldn’t
believe
that
my
liMle
girl
rode
a
horse
–
at
Reston
Zoo.
42
@sparkexperience

43.
Google
Penguin
43
@sparkexperience

44. Google
Penguin
Goals
ü Penalize
websites
which
market
spam
and
over-­‐opQmize
themselves
ü
Reward
quality,
unique,
shareable
content
44
@sparkexperience

45. The
Over-­‐OpQmized
Site
45
@sparkexperience

46. Top
NavigaHon?
Over-­‐OpHmized
Keywords
No
Links
No
Images…
No
Video…
No
Sharing…
No
Contact
Info
46
@sparkexperience

47. The
Well-­‐OpQmized
Site
47
@sparkexperience

48. Headline
Author
Comments
Sharing
Good
Copy
Image
Appropriate
Linking
Related
Content
Bold
Lists
48
@sparkexperience

49. Google
Penguin
Goals
ü Penalize
websites
which
market
spam
and
over-­‐opQmize
themselves
ü
Reward
quality,
unique,
shareable
content
49
@sparkexperience

50. 50
@sparkexperience

51. who
you
are
as
a
person
on
TWITTER
maYers
for
page
ranking
(more
than
Facebook)
51
@sparkexperience

52. 52
@sparkexperience

53. Tweets
&
Ranking
Study
shows
that
URLs
receive
a
significant
boost
in
Google
rankings
when
they
are
shared
on
TwiMer
53
@sparkexperience

54. Penguin
is
cool!
#ladygagafollowsme
54
@sparkexperience

55. Penguin
signals
that
social
media
impacts
ranking
55
@sparkexperience

56.
So,
what
does
this
all
mean?
56
@sparkexperience

57. SEO
is
actually
easier
now.
We
know
the
rules.
57
@sparkexperience

58. Company ABC
58
@sparkexperience

59. both
require…
59
@sparkexperience

60. Good,
People-­‐Friendly
Content
60
@sparkexperience

61. Building
Links
61
@sparkexperience

62. Analysis
&
Refinement
62
@sparkexperience

63. Analysis
&
Measurement
Time,
Resources
&
PaHence
63
@sparkexperience

64. For
major
brands,
a
tweet
is
500%
more
likely
to
be
read
than
a
press
release.
@sparkexperience

65. SEO
or
Social
Media?
65
@sparkexperience

66. Many
Skill
Sets
1
Well-­‐Rounded
Team
1
Strategy
66
@sparkexperience

67. It’s
Hme
to
create
a
unified
strategy!
SEO
PR
&
Content
MarkeHng
Writers
Digital
Strategy
CreaHve
Developers
Social
Media
67
@sparkexperience

68. Who
knows
what’s
next…
68
@sparkexperience

69. 69
@sparkexperience

70. 70
@sparkexperience

71. Jeff
Rum
President
+
CCO
SPARK
Experience
Follow
me
on
twiMer
@jsrum
Live
tweeQng
today
@sparkexperience
#SMWSearchSocial
jeff@sparkexperience.com
@sparkexperience