How Search and Social Media Intersect: Focus On Facebook

HOW SEARCH AND SOCIAL MEDIA INTERSECT: FOCUS ON FACEBOOKUsing SEO Tactics to Optimize Content for Facebook and Organic Search

Alison Driscoll

We know what SEO is…

• Search Engine Optimization: the process of improving the volume or quality of traffic to a web site or a web page (such as a blog) from search engines via "natural" or un-paid ("organic" or "algorithmic") search results.

…but what is Social Media?

• Internet based tools for the creation, distribution and discussion of content by individuals.

• A collection of sites that are based on user participation and user generated content (UGC).

• Online technologies and practices that people use to share opinions, insights, experiences and perspectives with each other.

WHAT IS SOCIAL MEDIA?

Facebook Pages

• Vanity URLs now open to everyone: http://www.facebook.com/vspink

• 99% of online retailers plan to have a Facebook Page.

Facebook Applications

Use applications to promote external content and drive to site.

- Static FBML- Profile Box- Posted Items Pro- Facebook Flash- Extended Info- Blog RSS Reader- Custom Applications- Involver- Notes- Links

Exclusive Facebook Content

Create and promote samples, freebies, contests and trials early or exclusively to Facebook fans.

- Sprout Publisher- AppBank- Static FBML- Custom Applications

Facebook Search

• Utilize SEO principles to rank in internal Facebook search, expanded Facebook web search and traditional organic listings. • Cross-promote and make content accessible through multiple channels.

TJ Maxx: A Case Study in Social Search

Facebook Predictive Search

TJMaxx

TJ Maxx

T J Maxx

TJ Maxx: A Case Study in Social Search

Facebook Search Results

TJ Maxx: A Case Study in Social Search

Facebook Page Interaction

TJ Maxx: A Case Study in Social Search

Customized Tabs

TJ Maxx: A Case Study in Social Search

Static Content Optimization

TJ Maxx: A Case Study in Social Search

Dynamic Content Optimization & Distribution

TJ Maxx: A Case Study in Social Search

Drive to Facebook

TJ Maxx: A Case Study in Social Search

Google Search Results With Social Interactions

About Me

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