From SMX East 2013 - In House SEO & Social Media: How To Work Together - Top 5 Ways SEO & Social Media Can Work Together To Be Insanely Successful by Purna Virji #SMX #34D

1. Ways SEO & Social
Can Work Together to
Make Each Other
Insanely Successful5
@PurnaVirji

2. • Senior Marketing Manager at Stroll
• Proud Mom
• Columnist at Search Engine Watch
• Speaker at SMX, Affiliate Summit, eTail &
More
@PurnaVirji

3. • Leveraging relationships & building
synergies
@PurnaVirji
• Great tactics for outreach & promotion
• Content creation & marketing tips
• Brand & reputation management
• Goal tracking & effective communication

4. Promoted Posts to Scale
Outreach & Link Building
“Traditional link building can be
made drastically more effective by
tying in some strategic paid
promotions.”
@PurnaVirji

5. @PurnaVirji

6. @PurnaVirji
http://bit.ly/17TxGF6

7. @PurnaVirji

8. @PurnaVirji

9. @PurnaVirji

10. @PurnaVirji

11. @PurnaVirji

12. • Be prepared for trial & error
• Let the community manager &
SEO team work together, with
advice from PPC teams
• Make sure your content is
really good
• Ensure the CM responds to all
comments
@PurnaVirji

13. More Effective
Content Creation
“A joint brainstorming session based
on solid analytics can help ensure a
steady stream of killer content that
works for you every time.”
@PurnaVirji

14. @PurnaVirji
Image Source: www.semwisdom.com

15. @PurnaVirji

16. • SEO monthly plan
• Content for Most Effective Link
Building
• Content for Most Engagement
• Target demo data
• Key topics by demo
@PurnaVirji

17. @PurnaVirji

18. • Do more of what works
• Spend Budget more effectively
• More effective planning
@PurnaVirji

19. @PurnaVirji
Community Manager

20. @PurnaVirji

21. @PurnaVirji

22. @PurnaVirji

23. Engaging Influencers
“Encourage the social media team
to build strong relationships with
influencers to help with link
building.”
@PurnaVirji

24. @PurnaVirji
Image Source: www.richardrbecker.com

25. @PurnaVirji
http://www.forbes.com/sites/haydnshaughnessy/2012/01/25/who-are-the-top-50-social-media-power-influencers/

26. @PurnaVirji

27. @PurnaVirji
Community Manager Influencers Audience
6 months

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30. @PurnaVirji

31. Brand Awareness and
Reputation Management
“How your community manager can
help to build the brand to help SEO
efforts.”
@PurnaVirji

32. • Lesser known brands=harder outreach
• Social helps build brand awareness
 Share valuable & interesting content
 Reputation for excellence
 Showcase personality
 Provide value to stand out
• SEOs can:
 Prove legitimacy of brand
 Leverage a strong community
 Increase outreach success
@PurnaVirji

33. @PurnaVirji

34. @PurnaVirji
• Negative reviews = Hurt SERPs
• Monitor social media to nip things in the bud
 Sprout Social
 Trackur
 Hootsuite
 Social Mention
• Frontline defense for customer service
 Design damage control strategy
 Act quickly and swiftly
 Take personal interest & follow up
 Avoid escalation to sites like ripoffreport
Image Source: wardsix.blogspot.com

35. @PurnaVirji
Image Source: socialfresh.com
Image Source: shopify.com

36. @PurnaVirji
• CM = your connection to the customers.
 Helpful for unique content
 Use testimonials for CRO efforts
 Also help with clout on social media
• Be creative
 Contests – e.g. Best product use
 Video testimonials
 Success stories
• Consider surveys or polls to help shape strategy.

37. @PurnaVirji
Image Source: www.business2community.com

38. Goal Tracking &
Communication Schedules
“How to most effectively manage the
teams on a day to day basis to
optimize synergies and how to set
and track success metrics.”
@PurnaVirji

39. • Daily: Stand-up meetings
• Weekly check-ins:
 Review content calendar
 Targeting for upcoming posts
 Progress checks
 Performance of KPIs
 Strategy tweaks
• Monthly brainstorming sessions:
 Influencers to target
 Outreach content
 Future direction
@PurnaVirji
Image Source: www.usm.maine.edu

40. • Specific & Measurable Goals
• Applicable for both teams
• Defined sets of KPIs:
 Orders- Source “Buckets”
 Links Acquired – Result of
outreach
 Interactions- Reach,
shares and comments
@PurnaVirji

41. @PurnaVirji
Image Source: www.troll.me

42. @PurnaVirji
Say Hello or Ask Questions Anytime:
http://www.linkedin.com/in/purnavirji
https://twitter.com/purnavirji
Read More At:
http://searchenginewatch.com/author/2499/purna-virji