SEO and Social Media

SEO + SOCIAL MEDIADebunking the Lies

#RMLC2013 @aprilewilson

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What we’re going to talk about• Why SEO is important• How it works (traditional website SEO)• Social Media and SEO


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SEO = Getting Leads IS NOT IS

More accurately describing your business

Using terms that people are searching

Qualified leads Getting more leads into your pipeline

How you would talk about your products or services in

print

Shorter, simpler, less descriptive content

The way humans talk to each other

Being a little redundant


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Before AfterGoogle Searches 22,000 100,000 Land on Website 497 6,719 Complete Form 100 672 New Customers 50 134


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Organic Search = SEO

• Search Engine Optimization (SEO) determines where you rank on search engines “natural” results.

• It’s important because younger consumers often ignore paid search.


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Strength in organic = attention

• In a Q3 study by User Centric, a user’s attention is between 10x to 14x stronger on the organic search results.• Top 2 search

engines only (Google and Bing)


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What makes you rank well?• How much traffic you get• How many people link to you• What your text actually says• How often you update your website

And then maybe… (?)- Your author rank (if you write / blog)- If you have an active social media presence- How engaged your social media followers are


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I thought I had to know how to code?

• There are many meta tags you may see out there, but just remember this:• Meta Description: This tag enjoys much support, and it is well worth using. • Meta Keywords: This tag is only supported by some major crawlers and

probably isn't worth the time to implement. • Meta Everything Else: Any other meta tag you see is ignored by the major

crawlers, though they may be used by specialized search engines.• Title: Pretty darn important.


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So what’s important?• “Natural” use of keywords and phrases in your text• Hierarchy of information• Some repetition, but don’t go crazy

Nice to have:• Phrase in your URL


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Never ever…!

Pay people to link to you Use keywords that have nothing to do with your business


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So how do I know what words to use?

• Many free tools available, recommend Google Adwords Keyword Tool to start

• What it tells you:• How Google reads your site• How much traffic there is for those terms• How much competition there is for those terms• Ideas for related terms


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EXAMPLEhttp://www.rhdconstruction.com/


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Google AdWords Keyword Tool


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Google Keyword Results (Top 20)

Keyword CompetitionGlobal Monthly

SearchesLocal Monthly Searches

(United States)

re-modeling 0.64 1,830,000 1,220,000 construction of home 0.72 673,000 368,000 construction of a home 0.72 673,000 368,000 general contractor 0.6 368,000 301,000 home remodeling 0.55 368,000 301,000 remodeling a home 0.55 368,000 301,000 remodeling home 0.55 368,000 301,000 general contractors 0.61 368,000 301,000 bathroom remodeling in 0.92 301,000 201,000 kitchen and remodeling 0.87 246,000 201,000 kitchen remodeling in 0.87 246,000 201,000 home remodel 0.68 135,000 110,000 house remodeling 0.68 135,000 110,000 remodeling a house 0.68 135,000 110,000 remodeling house 0.68 135,000 110,000 remodeling contractor 0.72 110,000 110,000 home renovation 0.6 201,000 110,000 renovations home 0.68 165,000 90,500 home renovations 0.68 165,000 90,500 remodeling ideas 0.84 90,500 74,000


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Pick about 3-4 terms you want to do• Home remodeling / remodeling home (301,000)• General contractor (301,000)• Home renovation (110,000)


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Example

Current Text

RHD Construction Inc. is a quality, full-service remodeling and design firm offering unsurpassed customer service, integrity, and superior craftsmanship since 1982.

Having worked extensively with leading Dallas architects and designers, our blend of "old school" craftsmanship and the latest technology has earned us high acclaim within the industry as well as with our clients.

90% of RHD's business is made up of previously satisfied homeowners and referrals.

SEO-Optimized Text

We are remodeling home professionals and general contractors specializing in home renovation.

If you live in Dallas, Mesquite, Garland, Rowlett, or Rockwall and you are looking for a partner in your home remodeling project, we would love to earn your business.

Over 90% of our current clients are repeat customers, having left favorable reviews for our work on their home renovation projects.


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Use free tools to measure your rank

• Nothing but opportunity here! They aren’t recognized for any of those terms.

Domain KeywordGoogle.com position

Yahoo (United States) position

Bing position

www.rhdconstruction.com home remodeling - - -www.rhdconstruction.com remodeling home - - -www.rhdconstruction.com general contractor - - -www.rhdconstruction.com home renovation - - -


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Results

Case Study


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SOCIAL MEDIAImpact on SEO


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Social is impacting SEO


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Focus for Remodelers• Must-do:

• Google+• Houzz• Pinterest (can be hard but probably worth it)

• Maybe:• LinkedIn • Facebook


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Just be yourself

Create

Observe

Participate


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Google+


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Google+ and SEO• COMPLETE YOUR PROFILE

• Join communities and participate

• Use Google Hangouts• Share content in your updates


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Houzz


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SEO and Houzz• COMPLETE YOUR PROFILE

• Next:• Having a photo that is placed in other

people’s Ideabooks• Reviews- quantity and quality • Having lots of followers (and possibly also

following others, but not as many as are following you)

• Number of project photos • Responding to questions from others

(discussion participation) • Having a Houzz link from your website’s

homepage to Houzz (can be in the form of their “badge” or not)- homepage only.


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Pinterest


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Pinterest and SEO• Create a Pinterest Page

for Business• Add the Pinterest buttons

to your website• Make sure to use your

SEO keywords in your pin• Use alt text / image for all

your website images


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SEO is harder with Pinterest• Very visual content like

remodeling before / after does well, but you need to make sure you leverage that pin’s description.

• I googled “kitchen remodeling ideas” and a Pinterest page is ranked #5 on the first page.


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About LinkedIn and Facebook• LinkedIn can help get you B2B leads, but won’t do much

for driving traffic to your website. • It ranks well for SEO, but that traffic will go to LinkedIn

• Facebook. Oh, Facebook.• Does it help your brand image to have a very engaging Facebook

presence? Yes.• Will it sell your product? Probably not.• Can it help you reach new audiences? Yes.


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QUESTIONS?If we run out of time, you can always email me:[email protected]

(or get me on social media)

mailto:[email protected]

SEO and Social Media

Business

social media

free tools

general contractor

home renovation

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000remodeling

seo

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