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HI! I am Koen, Consultant @ Wijs.
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But!
The little blue bird calls me @Koen_Verbrugge
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SEO & SocialHow to make it to the serps?
14h – 14h20
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Social, since 2009 ‣ What hurdles? Why?
2012 & beyond‣ How to adapt your work?
Do it for the people‣ Google screws agencies who screw people!
On the menu:
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‣ Why some SEO’s got stuck:1
3 reasons to not stay behind
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‣ Why the nostalgia?1
Universal VS Personal
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‣ Does my keyword rank?
Popularity Relevance } Reliable rankings:
Volume x Position x conversion %= $€££
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‣ Does my keyword rank?
Popularity Relevance }
}
Reliable rankings:Volume x Position x conversion %= $€££
Contextual rankings: ok, It still kinda works...+ I can use this to win from giants.
Location
Language
Previous searches
Topicality
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‣ Does my keyword rank?
Popularity Relevance }
}
}
Reliable rankings:Volume x Position x conversion %= $€££
Contextual rankings: ok, It still kinda works...+ I can use this to win from giants.
Social rankings:Aargh Google changed the game on me!
Location
Language
Previous searches
Topicality
Preference
Patterns
Social Sphere
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‣ Does my keyword rank?
Popularity Relevance }
}
}
Reliable rankings:Volume x Position x conversion %= $€££
Contextual rankings: ok, It still kinda works...+ I can use this to win from giants.
Social rankings:Aargh Google changed the game on me!
Location
Language
Previous searches
Topicality
Preference
Patterns
Social SphereBye Bye Rankings
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1
Privacy VS Keywords
‣ Why the nostalgia?
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‣ What’s that search volume like?
Keyword not provided:3-30% not provided? Easily
Male? Up to 3X more secretive
B2B sites? -20% of keywords
Not provided
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‣ What’s that search volume like?
Keyword not provided:3-30% not provided? Easily
Male? Up to 3X more secretive
B2B sites? -20% of keywords
+ Firefox update Default privacy setting
= 25% Market share!Not provided
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‣ What’s that search volume like?
Keyword not provided:3-30% not provided? Easily
Male? Up to 3X more secretive
B2B sites? -20% of keywords
+ Firefox update Default privacy setting
= 25% Market share!
+ Cookie law coming...Not provided
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‣ What’s that search volume like?
Keyword not provided:3-30% not provided? Easily
Male? Up to 3X more secretive
B2B sites? -20% of keywords
+ Firefox update Default privacy setting
= 25% Market share!
+ Cookie law coming...Not providedBye Bye Keywords
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1
Authority VS Recency
‣ Why the nostalgia?
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‣ Why are the newbies above me?
Authority does not help when competition
is:
1. Fast: QDF: Query deserves freshness
2. Lean: Newsjacking
3. Popular: Social shares
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‣ Why are the newbies above me?
Authority does not help when competition
is:
1. Fast: QDF: Query deserves freshness
2. Lean: Newsjacking
3. Popular: Social shares
Bye Bye Siësta
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No more Keywords X Rankings = Traffic
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No more Keywords X Rankings = TrafficNo moreContent that doesn’t speek for the brand (but has a clear keyword).
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1. More relevant
2. Less keyword focussed
3. More continuous
We need to be
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1. More relevant
2. Less keyword focussed
3. More continuous
We need to be
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1. More relevant
2. Less keyword focussed
3. More continuous
Social Media Optimization anyone?
We need to be
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Relevance
Friends
Fans
Viral
Engagement
Comments Clicks/comment: 14
LikesClicks/like: 3
ImpressionClicks/impression: 0,005
Did you know: Brands reach only 7.49% of fans?
‣ Edgerank hijacked
Timing
Since post
Since interaction
X X =Results
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Relevance
Topics,
Influencers,
Audience.
Engagement
Social Shares,G+ > FB Share > Twitter
CTR&Bounce.
FB shares & page authority have same correlation.
‣ Edgerank hijacked
Timing
Launch,
Link,
Maintain.
X X =Results
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‣ 2012 & Beyond2
How to make it work?
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Needs before keywords“I love the keyword, but it doesn’t actually match my product”
2 ‣ How to make it work?
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1. Brand identity + Product portfolio
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‣ Research relevant topics
= Tone of voice + Basic proposition + Product-priorities
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1. Brand identity + Product portfolio
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‣ Research relevant topics
= User needs + Perception + Product use2. Market research
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1. Brand identity + Product portfolio
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‣ Research relevant topics
3. The topics that unite client & visitor
2. Market research
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‣ What kind of topics?
Segment topics: Comparable to SEA Campaigns:
•Targeted on specific needs
•For maximum conversion.
•Warning; Content can have more purposes
Map topics to goalsComparabel to communication strategies:
• On category needs
• On competitive advantages
• On Conversions
• On Testimonials & advocacy
• On earned media
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‣ Strategic topic-clusters: Brief example
A"ract Acquire Engage Convert Deliver Upsell ReferralProbleem? Op=es? Evalueer? Kies? Koop / test Vul aan Vertel verder
Ambitions: Needs: Trigger:Benefit: To be exploited To be used To be used in CTATo be used
Topic TopicTopicTopicTopic TopicTopic
Topic TopicTopicTopicTopic TopicTopic
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What people need? We place it right where we want them.
Now ‘Let them find it’.
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Words for the Needs“I love how the content tells the brand story, but will it attract traffic?”
2 ‣ How to make it work?
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Words for the Needs“I love how the content tells the brand story, but will it attract traffic?”
...attract the potential buyers?”
Words & authors
2 ‣ How to make it work?
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1. We need to speak the same language
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‣ Prepare for maximum (social) search reach
‣ 2012 & Beyond
Use social monitoring & user surveys
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1. We need to speak the same language
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‣ Prepare for maximum (social) search reach
‣ 2012 & Beyond
Broad adwords campaigns help discover keywords2. We need to communicate through google
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1. We need to speak the same language
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‣ Prepare for maximum (social) search reach
‣ 2012 & Beyond
Reach out to influentials for credibility and distribution3. You’ll need the power of the people
2. We need to communicate through google
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1. We need to speak the same language
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‣ Prepare for maximum (social) search reach
‣ 2012 & Beyond
3. You’ll need the power of the people
Optimised for research & referral
2. We need to communicate through google
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Is your content mutually beneficial,
believable,targeted?
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Is your content mutually beneficial,
<- Go Back Go Further ->believable,targeted?
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Make words sticky“Will it stand out? Is it a viral?”
2 ‣ How to make it work?
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1. On the result pages?CTR affects rankings,
Metadata affects CTR.
2. On social sites?The right image, timing & meta-data cause shares,
Shares affect rankings.
3. On the content itself?Is it shareable? Do you ask?
Is there any benefit to sharing it?
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‣ To reach is to multiply:
‣ 2012 & Beyond
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Social shares are powerful, but have a short fuse
be sure to Jumpstart your subject.
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‣ 2012 & Beyond
‣ On the result page:
Make it about ‘us’Use the backchannel +
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‣ 2012 & Beyond
‣ On the result page:
Make it about ‘us’Use the backchannel +
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‣ 2012 & Beyond
‣ On the result page:
Make it about ‘us’Use the backchannel +
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‣ 2012 & Beyond
‣ On the result page:
Make it about ‘us’Use the backchannel +
Sales
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‣ 2012 & Beyond
‣ On the result page:
Make it about ‘us’Use the backchannel +
Links
Sales
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‣ 2012 & Beyond
‣ On the result page:
Let an authority write for youUse Markup in your CMS +
Be noticed (rich snippet)
Use the network (social)=
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‣ 2012 & Beyond
‣ On the result page:
Cater to the publicGather an audience +
Get testimonials (rich snippet)
Enlarge the network (social)=
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One validation leads to the next, we call it viral.
Viral is never promised but always facilitated.
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‣ 2012 & Beyond
‣ On the social sites:
Make it work for youUse FB Markup in your CMS +• High contrasting pictures.• Clear call to interaction/Tease please. (Why/How/would you?)• Use interpunction in micro-copy / It draws attention.• Make it singleminded
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‣ 2012 & Beyond
‣ On the social sites:
Make it work for youAdapt copy if necessary (fire the copywriter if necessary)+
• High contrasting pictures.• Clear call to interaction/Tease please. (Why/How/would you?)• Use interpunction in micro-copy / It draws attention.• Make it singleminded
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‣ 2012 & Beyond
‣ On the social sites:
Never use on facebook
Automatic push:
•It lowers visibility.
•It makes your message generic
Shortlinks
•It takes away SEO-worth
•It makes link less trusted
But it’s ok on Blogspot,..
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Last but not least, your site should not suck.
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I do hope you knew that
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‣ 2012 & Beyond
‣ They won’t share:
• Advertising space with content.But they might share a jpeg - without link.
• Why you are so important text.Remember me saying mutually beneficial?
• This is so not who I am design.What you share speaks volumes about te sharer, Would you like to be affiliated with user-unfriendliness?
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‣ 2012 & Beyond
‣ Sharebait won’t work:
• If your link has parameters.Pro-tip: Force a ‘/’ at the end.
• If you 301 redirect the page.Social does not bend that way
• If the sharer is a fraud.There’s a reason low-quality links are dropping out. Don’t go there again!
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Measure for Optimisation“What to measure when content serves for inflow, engagement & amplification?”
2 ‣ How to make it work?
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‣ Start to measure like a publisher
1. Segment your content per topicAnalyse topic clusters & landingpages - don’t miss the keyword data.
Check if clusters serve their purpose/are leveraged.
2. Implement social tracking/ConversionsWhat is shared? When is it shared?
What content-type works for you? On- & off site?
3. Measure you’re distribution channelsDo you have a loyal audience that awaits content?
What are the loyalty rates?
What topics work best & can you optimise?
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‣ Conclusions3
Do you see SEO in 3D?
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Contentwise:
There is no social or SEO.(technically you could try to be non-competitive)
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Do you know?Dead weight %Loyalty rates?
Social conversion%
Start tomorrow
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Thank you for listening,Let’s make search even better.
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Visit me @
Wijs