Best Practices in SEO and Social Media Integration - Maximizing Reach and Impact, Rachel Lawton, shoebuy.com

@SMSsummit ▪ Boston ▪ October 29-30, 2014

Best Practices in SEO and Social Media Integration

Maximizing Reach & Impact

Tweet at us! @Shoebuy #SMSsummit

SEO & Social?AWESOME!

Let’s Integrate!

Wait … Where do I

start?

I’m still lonely…”

“I mean, like, I have Facebook, Twitter, Pinterest, Instagram

and Snapchat but, alas …

Remember, there are plenty of fish in the sea…

About 18 BILLIONin fact, which is the number of monthly Search Queries in Google, Bing, & Yahoo!

1. How to Break the Ice

2. What to Focus On

3. How to Plan

4. Honesty in Auditing

A Chance Encounter …

Phase 1:Break The Ice

What’s SEO?I’m interested, but not really …

• More than just titles, descriptions, keyword stuffing

• Onsite & Offsite Elements

• Technical Implementations

• SEO needs good Social & PR to do its job• External Linking and Brand Velocity

• And of course we love GOOD CONTENT

Hi, I’m Rich and I do SEO stuff … Yeah,

it’s pretty cool.

SEO REPORT

Keyword Planner

URLs KWsVisibilitySalesValue

Oh you’re not interested? Well maybe

this will change your

mind.

Break the Ice … Don’t Try Moving Glaciers

Weekly SEO Insights Email

Posts that leverage SEO insight garner

2x more engagement

Phase 2:Find What They Like & Focus On THAT

OMG! We have so much in common!

“I like content … You like content”“Both of our worlds are moving fast”“We’re both tough to measure”

Take it slow, no rush.

How ‘bout we pretend we’re

search engines. Fun, Right?

Keyword Planner

Alright, let’s take it up a

level.

Talk to my boy Google, he’s a

great guy.

Now just think (about SEO) before you

post.

Did I include a Keyword (or

related keywords) in the post?

How is the page I’m linking to performing?

Is this keyword trending?

High Search Volume?

Phase 3:Let’s Plan Our Lives

“We’re getting married in September, 387 people are coming, and I’m having a kid by March.”

If only Paul Krugman would retweet me …

More like, if only the NYTimes.com would link to my

website. #WishList

Inventory Filter DomainsCategorize by

Authority & Type

Compare to Competitors

Create list of target websites

Follow, Like, Retweet, Share

Their Info

Build Relationship

(not easy)

Translate Website in social Profile

(Company + Individuals)

Get that link!

* If it looks like paid links at all, please NO FOLLOW the link

Where do you see yourself in

3 months?

Chill … you’re putting too

much pressure on me…

Keyword Planner+

Analytics

Create list of Keywords

Expand ListKeyword Planner

+Specific Month

+ Last 30 Days on those KWs

Wow, these 10 KWs are super high

volume for March

Getting close to March

Identify New Trends, or check current/past trending of those KWs

Phase 4:Can I be Honest With You?

“I don’t like that outfit”“You’re tacky and I hate you”

I told you to structure your

data like 4 days ago.

Clean up that Code … Now!

If you don’t Audit those

Social Properties by the time I get

back …

Twitter

• The URL & Company Name

• Lead in

• Take advantage of active trends

• Retweetability

• Links

• Hashtags

Facebook

• URL, Profile Name, Industry

• Update “about” & “info” section

• Create Static Tabs

• Consistent Posting (with links)

Pinterest

• Make your profile visible to search engines

• Speak their language (board titles, pin descriptions)

• Optimize image names

• Use Hashtags (or don’t)

Google+

• URL & Company Name

• Update your meta description

• Authorship

And They Lived Happily Ever After…

SEO With Social Media