Social Search Optimization (SSO) How To Maximize Your Efforts to Achieve Marketing Success Power of Digital Series Christy Belden, Vice President Media + Marketing February 23, 2012
Jan 19, 2015
Social Search Optimization (SSO) How To Maximize Your Efforts to Achieve Marketing Success
Power of Digital Series
Christy Belden, Vice President Media + Marketing February 23, 2012
Christy Belden
Vice President Media + Marketing
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Experience: 11 years The Courier-Journal University of Louisville SEMPO-Certified Google AdWords Individually Certified
Christy knows marketing. PPC, SEO, social media, email, mobile, traditional—she’s been there and done that. She continues to build a deep well of experience and is always in touch with the trends and strategies that provide a solid return on clients’ investments.
LeapFrog Interactive
Connect with us!
Twitter: @LFI #SSO
Facebook: www.facebook.com/LeapFrogInteractiveAgency
Google+: LeapFrog Interactive
Blog: www.leapfroginteractive.com/blog
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Agenda
+ Social Media Overview
+ SEO Overview
+ SEO + Social Media
+ Google+
+ Google Search Plus Your World
+ Best Practices
+ Now what?
+ Questions
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Social Media Overview
Social Media
Social media includes web-based and mobile technologies
used to turn communication into interactive dialogue…
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Social Media
Dialogue is the key. Brands use social media to create the
conversation between brand and consumer through
engagement and interaction…
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Social Media 8
Source: http://www.briansolis.com/2008/08/introducing-conversation-prism/
Social Media
How many people are on Social Media?
Facebook?
LinkedIn?
Twitter?
Pinterest?
Google+?
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Facebook is King
+ 845 Mil active monthly users by end of Dec 2011
+ 80% of users are outside of US
+ 425 Mil active mobile users by end of 2011
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Source: newsroom.fb.com and Hubspot-The Social Media Data Stacks
Facebook 11
www.youtube.com/watch?v=xJXOavGwAW8&feature=player_embedded#!
LinkedIn is Professional and Global
+ As of 2012, largest professional network
+ Over 150 Mil users in over 200 countries
+ Only 9 years old
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http://press.linkedin.com/about
Source: Infographic: http://wearesocial.net/blog/2011/03/linkedin-hits-100m-user-milestone/
A Little Birdie Told Me…
+ Over 100 Mil monthly active users; 50% login everyday
+ Surpassed 250 mil tweets/day in June of 2011
+ Link life is 2.5 hrs on Twitter vs. Facebook’s 1 hr link life
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Source: http://mashable.com/2011/10/17/twitter-costolo-stats/
http://blog.bufferapp.com/twitter-stats
Google +
That’s a Plus…
+ 90 Mil Users as of Jan 2012
+ Tagging and hashtag features
+ Open for teens (+13)
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Source: http://mashable.com/2012/02/15/everything-about-google-plus/
Pin-teresting Facts…
+ Over 10.4 Mil registered users
+ 97.7% are Female
+ Drives more referral traffic than Google+, LinkedIn, and Youtube combined
+ Users spend more time on site than Twitter, Google+ and LinkedIn combined
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Source: http://techcrunch.com/2012/02/11/pinterest-stats/
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SEO Overview
SEO
Search Engine Optimization
This means…Improving a website or page’s visibility
organically on a search engine
by updating “fresh” relevant content…
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SEO
How many people know what it actually
does or how it works?
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SEO
Search- “pet shops Louisville”
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SEO
Why SEO is important…
+ Consumers can’t buy what they can’t find
+ 42% of all searchers click on top-ranked results
+ 62% click on a page-one result
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Source: LFI Presentation on Digital Trends 2011
SEO
How Companies Implement SEO…
Onsite Activities + Keyword rich URLs + Meta content + Fresh, relevant content – blogs, articles, white papers
Offsite Activities + Link building + Forums + Social media content
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SEO
How Companies Utilize SEO
+ Help increase over visibility online
+ Increase Sales
+ Increase Site Traffic
+Track Leads
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Source: http://www.yourseotips.com/
SEO + Social Media
Social Search Optimization
What is SSO?
SSO = Social Search Optimization
This Means…optimizing content on social properties and other content such as photos, blogs, and page descriptions
to improve organic search results.
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Social Search Optimization
Impact
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Social content will now affect your company’s ranking on search
engines.
As well as display your social media sites in conjunction with
other hits.
Social Search Optimization
Social Search Optimization
Meaning, if you want to maximize your search results…
You NEED to be involved with social media,
and the more the better.
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Social Search Optimization
Social Impact
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Source: Infographic Why Content for SEO?, Brafton http://www.brafton.com/infographics/why-content-for-seo
Google +1
Google +1
What is Google +1?
+1 is Google’s share feature which closely resembles
Facebook’s ‘like’ or Twitters ‘retweet’ button.
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Google +1 30
SEO
How many of you have +1 Content?
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Google+
Google+
What is Google+?
Google+ is Google’s social media platform
that allows users to share content to specified
“circles” or publicly…
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Google+
Features…
+ Can share pictures, videos, links, and posts
+ Users can own pages much like Brand/Company pages
+ Hang-out feature allows users to interact via video conferencing
+ Has featured games
+ Links to gmail accounts
+ “Plus one” action (similar to Facebook’s ‘like’) used as a ranking system
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That’s a Plus 35
http://www.youtube.com/watch?v=sVf3UaZePC8
http://www.youtube.com/watch?v=bo390-3ohW4&NR=1&feature=endscreen
That’s a Plus 36
http://www.youtube.com/watch?v=sVf3UaZePC8
http://www.youtube.com/watch?v=bo390-3ohW4&NR=1&feature=endscreen
Google+ 37
Google+
How Often are you updating your Google+ page, if at all?
Daily?
Weekly?
Monthly?
I was supposed to update that thing?
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Google+
Fresh content matters…
Google+ profiles with no posts in the last 72 hours don’t
show up in the “Related people/pages” or “plus box” in
Google search results
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Source: http://searchengineland.com/two-google-seo-guides-you-should-read-111703
Google+
But…
Updating content is not enough. You must laser-target your audience by
sharing content that will get “+1’s” and shares. The object is to get users
to your static site from your social page in a deep search manner
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Source: http://www.stateofsearch.com/googles-search-plus-your-world-getting-over-the-shock/
Google Search Plus Your World
Search Plus Your World
Announcement
Google announced in January of 2012 that they
would be integrating their social posts into
Google.com’s query results.
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Search Plus Your World
Why this changed the game…
Now content, brands, people, and companies that are on Google+
will be favored in Google searches…when a user is logged into
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Google Search Plus Your World
Personal Search
+ Opt-in search option that shows personal and public search results
+ Shows privately shared content from friends and family
+ Users can switch between personalized and un-personalized searches
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Source: Via-Seachengineland.com
Google Search Plus Your World
Old Search- “flowers”
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Search Plus Your World 46
Search-”LeapFrog Interactive”
+ When logged into Google, Google suggests searches for you
Google Search Plus Your World
UnPersonalized
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Personalized
Google Search Plus Your World 48
http://www.youtube.com/watch?v=8Z9TTBxarbs&feature=player_embedded
Google Search Plus Your World
Common Concerns…
+ Privacy
+ Google+ favoritism
+ Not linked with Facebook or Twitter content
+ Not much different than Google “suggestions” for certain content
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Google Search Plus Your World
How Search Plus Your World Affects SEO
+ Priority on search list
+ Social content is the new link building
+ You want your company to be in circles of people in your industry to increase chances of sharing
+ Increase Google+ page promotion vs. tradational
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Source: http://seo-hacker.com/google-search-world-affects-seo/
Search Plus Your World
Newest Addition…
+ Just this WEEK Google added its newest feature to the home page to ensure Google+ will succeed
+ You can now share straight from the Google homepage
+ Search meets share
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Source: http://marketingland.com/google-home-page-gets-share-box-6408
Google Search Plus Box
Plus Box 53
Plus Box
Factors that affect Plus Box placement…
+ Circle membership
+ Number of posts (frequency)
+ “+1” per post
+ Re-shares per post
+ Freshness
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Plus Box
Plus Box Research Project
A case study conducted by Ian Lurie in February of 2012 to help solidify
what variables affect placement on the “Plus Box” in the new Search
Plus Your World feature…
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Source: http://www.conversationmarketing.com/2012/02/google-plus-box-ranking-factors-report.htm
Plus Box 56
Source: http://www.conversationmarketing.com/2012/02/google-plus-box-ranking-factors-report.htm
Reach…
+ Circle membership of those who put you in their circles.
+ Higher reach=more interaction
Plus Box
Take Aways….
+ Only certain searches show the “plus box”
+ Plus Box results often rotate
+ Ranking of attributes from most important to least…
Reach Circle Membership Freshness Post Frequency Average +1’s per post Re-shares and Replies (comments) per posts
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Bringing it All Together
Bringing it All Together
What this means for Social Search Optimization…
Your social content is more important than ever.
It now becomes a part of your SEO strategy, not just your over all brand image.
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Source: http://www.conversationmarketing.com/2012/02/google-plus-box-ranking-factors-report.htm
Bringing it All Together
What this means for SEO…
Companies now must look at their SEO strategy and analyze them from
both a owned site and non-owned site perspective. It will require an SEO
strategy to incorporate social media outlets.
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Bringing it All Together
Best Practices…
+ Use keywords in your descriptions
+ Use the +1 button
+ Post and share great content
+ Optimize your posts on all social properties (Twiter, FB, etc…)
+ Update all social content frequently
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http://www.blindfiveyearold.com/google-plus-seo
Source: http://www.seomoz.org/learn-seo/page-authority
What Can You Do Today?
What Can You Do Today?
Take Action…
+ Look at your bios, about us pages on social media properties and make sure they are using keywords within each section
+ View your upcoming posts and do they include keywords and links to your website
+ Is the content you are created optimized for search and are you distributing the content on social media sites
+ Start a Google+ page
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Questions? 64
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Thank You!