jen lopez, moz - social + seo: maximizing your brand's reach, conversions and influence
Post on 15-Apr-2017
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Social + SEO Maximizing Your Brand’s Marketing
Jennifer Sable Lopez Sr. Director of Community & Audience at Moz
@jennita
Search Social vs.
Search Social vs.
Search Social +
Search Social +
Work together like peanut butter & jelly
Psst content is the bread
Let me show you how
When you publish a piece of content
When you publish a piece of content
https://moz.com/blog/15-seo-best-practices-for-structuring-urls
Social Media is key to gaining momentum…
Post is published: February 24, 2015
Social Media is key to gaining momentum…
Social traffic soars
Social Media is key to gaining momentum…
With peaks in direct traffic the 1st
2 weeks?
Social Media is key to gaining momentum…
This is dark social
Bitly helps us track clicks over time
And locations
Plus where it was shared
Plus where it was shared
Unknown you say…
Lots of people have visited this one post
And over time, it has earned some links
The post still gets traffic, over 1 year later
Where does it come from?
2016
Where does it come from? Search.
2016 Organic traffic,
baby
Social kicks it off…
Social kicks it off…
Search for the long-term win.
How else can Social assist Search?
@jennita #MarketingUnited
Search & Trends
@jennita #MarketingUnited
Search & Trends
Keywords in title are highlighted
@jennita #MarketingUnited
Trends & Search
@jennita #MarketingUnited
Google Search
@jennita #MarketingUnited
What’s happening now?
@jennita #MarketingUnited
Local Google search
@jennita #MarketingUnited
vs. Yelp search
@jennita #MarketingUnited
Tweets showing in Google
@jennita #MarketingUnited
Tweets showing in Google
@jennita #MarketingUnited
The SERPs have changed
@jennita #MarketingUnited
The SERPs have changed
@jennita #MarketingUnited
The SERPs have changed
@jennita #MarketingUnited
The SERPs have changed
@jennita #MarketingUnited
Heck, #1 isn’t even #1 anymore
@jennita #MarketingUnited
Heck, #1 isn’t even #1 anymore
#1? Nope, shopping
@jennita #MarketingUnited
Heck, #1 isn’t even #1 anymore
#1? Nope, shopping
#1? PPC ads
@jennita #MarketingUnited
Dr. Pete calls it #0
@jennita #MarketingUnited
Dr. Pete calls it #0
#0 Page snippet
@jennita #MarketingUnited
Dr. Pete calls it #0
#0 Page snippet
#1 Moz website
You have to stand out in the crowd
Knowing that social is the catapult for long-term search
Put your best Social foot forward
Let me show you what I mean
@jennita #MarketingUnited
$$$$$
@jennita #MarketingUnited
@jennita #MarketingUnited
@jennita #MarketingUnited
@jennita #MarketingUnited
NO
Let’s look at a good example
@jennita #MarketingUnited
Awesome, here.
@jennita #MarketingUnited
Awesome, there.
@jennita #MarketingUnited
Awesome, everywhere.
@jennita #MarketingUnited
Make your content do the work
at least some of it
Open Graph let’s you customize your content for sharing
OpenGraph code
http://ogp.me @jennita #MarketingUnited
Plugins & things
@jennita #MarketingUnited
Modify your own
Modify for your audience
<title> tag
No images in
post
Modify for your audience
Open graph title
Open graph image
@jennita #MarketingUnited
Modify for your audience
@jennita #MarketingUnited
Facebook caches OG info
@jennita #MarketingUnited
@jennita #MarketingUnited
Facebook debugger re-caches
Facebook debugger re-caches
New image for 2015
New title & description
@jennita #MarketingUnited
Fix other people’s content J
Nice image!
Hmm but what’s this?
@jennita #MarketingUnited
Run it through FB debugger
Same image
Hooray! Title & description
LinkedIn pulls from OG
LinkedIn pulls from OG
Enhance even further with Twitter cards
Regular text tweet
@jennita #MarketingUnited
Summary card (default)
Better!
@jennita
Summary card large image
The winningest!
@jennita
Twitter card code <!-- Twitter card data -->!<meta name="twitter:card" content="summary">!!<meta name="twitter:site" content="@twitterhandle">!!<meta name="twitter:creator" content="@AuthorTwitter”> ! !<meta name="twitter:title" content=”Title specific to Twitter – short works great!">!!<meta name="twitter:description" content=”Remember this is being shared on Twitter, make it enticing to the FB user.">!!<meta name="twitter:image" content=”image URL for the image you want to display”>!
Twitter Card Validator
https://dev.twitter.com/docs/cards/validation/validator!
Add your site
@jennita #MarketingUnited
Twitter card analytics
Social markup isn’t just code, it’s a creative delivery of the brand
SEO must be a part of the process from the beginning
Social works the same way
Integrate both into your Marketing process
@jennita #MarketingUnited
@jennita #MarketingUnited
@jennita #MarketingUnited
@jennita #MarketingUnited
Email header
@jennita #MarketingUnited
Blog header
@jennita #MarketingUnited
Social assets
@jennita #MarketingUnited
@jennita #MarketingUnited
Don’t leave your social to chance
Don’t leave your social to chance
Search depends on it
Take your social to the next level
Find the best time to post
@jennita #MarketingUnited
Find the best time to post
@jennita #MarketingUnited
When do you get most clicks?
What gets the most clicks?
@jennita
What gets the most clicks?
@jennita #MarketingUnited
What type of content works best?
@jennita #MarketingUnited
Measure engagement
@jennita #MarketingUnited
Combining social and search will help your brand soar
To help you earn that #0 spot
Jennifer Sable Lopez Sr. Director of Community & Audience
Moz @jennita
!!
Thank You!
Tools Mentioned Ø Bitly Ø Buffer Ø FollowerWonk Ø SproutSocial Ø TrueSocialMetrics
Resources Ø SEO for Answers: Ranking #0 –
http://www.slideshare.net/crumplezone/seo-for-answers-ranking-0
Ø Measure Social – http://moz.com/blog/social-engagement-metrics-that-matter
Ø Social Meta Data Templates – http://moz.com/blog/meta-data-templates-123
Ø Open Graph – http://ogp.me/
Ø Twitter Cards – https://dev.twitter.com/cards/overview
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