seo/social media strategy

The Combined Benefits of aSEO & Social Media

Strategy

Nov 17, 2010

About Me•President of Weber Media Partners, a 16 year-old boutique marketing firm

•Passionate about Marketing and Social Media

•Focus on interactive strategies to meet client objectives

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Tenets of SEO & Social Media

SEO• Write optimized content

that will be found by target audience in search engines

• Incorporate key words and phrases into page content, meta data

• Create a network of links that drive traffic from external sites to your site

Social Media Marketing• Using informative, optimized

content strategically to raise brand awareness

• Engage targeted audience in conversation

• Drive traffic to site from external sites (blogs, social forums) (link building)

What is Social Media?Social media is content that enables community participation on the web. Through blogs, vlogs, microblogs on online social communities, organizations can:

monitor customer sentiment

build a following

extending existing relationships

establish expertise

build the company brandWeber Media Partners copyright 2010 4

Factors for SEO/SM Relevance•Generate relevant content on a regular basis

•Using key words in titles and headings

•Secure high quality in-bound links

•Use keywords within blog tags & categories

•Write blog content to increase keyword density and link popularity

•Using Microsites to drive targeted traffic

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Intersection of Social Media pages having SEO components•Social mention = inbound link

•Blog posts facilitate SEO link-building

•Tweet links drive traffic back to your site

•Social bookmarking sites help make social content go viral

•Optimizing social assets (blog, YouTube page, Facebook page, Twitter page, etc) build brand in search engines

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Listen, Learn, OptimizeQuantify the benefits your marketing program

receives when search and social work together.

•Use social media tracking tools & analytics

•What are people saying about your brand?

• Identify keywords and phrases to optimize pages

•Distinguish increase in natural search traffic and traffic from social media sites, including Facebook, Twitter, and YouTube.

•Correlate the number of back-links from social sites with the organic search traffic

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The impact of social media channels

on search results

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WMP Blog

Linkedin

Facebook

Business directory

Business blog

TwitterSlideshare

Search term: “Weber Media Partners”

Article on external site

Photo albums on Picasa

Interior design blog

YouTube and Yahoo video

Search for ‘social media marketing southborough ma’

SEO and Social Media - Where do your Social Media efforts intersect?

SEO Page Rankings in Google, Yahoo, Bing

SERPS = Search Engine Results Pages

Least Optimal Area for SERPs

Not-so-Optimal Area for SERPs

Optimal Area for SERPs

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Page Rank

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Social Media TerminologyBlog- Short for web log, it is a web page that serves as a publicly accessible personal journal for an individual

Twitter- micro-blogging service that enables its users to send & read other users' updates in 140 characters or less

Facebook- Social utility that connects people who work, study and live around them

Flickr, Picasa, and others- An image and video hosting website where community members can share and comment on media

LinkedIn – a business oriented social networking site

YouTube/ Vimeo- A mixture of a video blogging site and a social networking site

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Social Media TerminologyDigg- Social news site where users can discover and share content

StumbleUpon - Social news site where community members can vote on stories

Yahoo – Social news site where members can discover and share web pages

Reddit- Social news community where users post links to the site’s home page

Delicious- Social bookmarking site used for sharing and storing bookmarked pages

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• Tweets will rank high in search results

• Good for ranking your profile name and breaking news

• Create a vanity URL your username match it to the title of your business name or page

• About text - use your primary keywords here in a sentence

• Heavily indexed by search engines

• Passing links and page ranks

• Also help images in building inbound links

• Very high page rank• Often on first page for company name

• Very good for building links back to your site because videos rank high

• Videos should be titled and tagged with keywords

• Also a sure way for your brand to gain exposure

• Save name of video with keywords in the name if you can

• Users rank sites with a thumbs up or thumbs down which influences frequency of serving up page

• Only pages that were ranked positively are served to you based on your key words

• Based on 500 topic areas

• bookmarked pages offer link back to your site

• Pages are ranked based on keyword relevance and # of times book-marked

Social Media Press Releases

• Will rank well in Search if keyword phrases are sprinkled throughout and not stuffed into story

• Can use PR Web and other Press Release services

• Rich media releases are filled with links, and other content that have even more impact

Press Releases

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The Golden Rules (of Social Media)

Community is a privilege, not property –you cannot control the community or stop the conversation. But you can learn from it.

Be helpful – social media is not a place for direct selling, it is a place to offer value

Be human – communicate like one

Be passionate – write content that matters to you, make it interesting, and you will gain a following

Social Media Strategy

Monitoring – Listen and learn

Gap analysis / market need – Identify opportunities to use social media marketing

Content strategy – Develop a social media strategy to take advantage of these opportunities

Monitor and refine – what’s working?Weber Media Partners copyright 2010 25

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Weber Media Partners Case

Commenting on Wall Street Journal articles drives traffic to blog

Blogging about industry books draws comments from authors, other experts in the industry

Status posts on LinkedIn draw interest from prospects and competitors

Tweets on media trends build thought leadership and create brand awareness

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Presenter InfoCatherine Weber, PresidentWeber Media PartnersEmail cweber@webermediapartners.com

Website webermediapartners.com

Linkedin http://www.linkedin.com/in/catherinemweber