Ways SEO & SocialCan Work Together to Make Each OtherInsanely Successful5

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@PurnaVirji

• Senior Marketing Manager at Stroll• Proud Mom • Columnist at Search Engine Watch• Speaker at SMX, Affiliate Summit, eTail &

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@PurnaVirji

Hello!

We’ll Cover

• Leveraging relationships & building synergies

@PurnaVirji

• Great tactics for outreach & promotion

• Content creation & marketing tips

• Brand & reputation management

• Goal tracking & effective communication

Promoted Posts to Scale Outreach & Link Building

“Traditional link building can be made drastically more effective by tying in some strategic paid promotions.”

Top Tip #1

@PurnaVirji

@PurnaVirji

@PurnaVirji

http://bit.ly/17TxGF6

@PurnaVirji

@PurnaVirji

@PurnaVirji

@PurnaVirji

@PurnaVirji

Key Tips

• Be prepared for trial & error• Let the community manager &

SEO team work together, with advice from PPC teams

• Make sure your content is really good

• Ensure the CM responds to all comments

@PurnaVirji

More EffectiveContent Creation

“A joint brainstorming session based on solid analytics can help ensure a steady stream of killer content that works for you every time.”

Top Tip #2

@PurnaVirji

@PurnaVirji

Image Source: www.semwisdom.com

@PurnaVirji

Ensure You Have

• SEO monthly plan • Content for Most Effective Link

Building• Content for Most Engagement• Target demo data• Key topics by demo

@PurnaVirji

@PurnaVirji

A dime saved

• Do more of what works

• Spend Budget more effectively

• More effective planning

@PurnaVirji

@PurnaVirji

Community Manager

@PurnaVirji

@PurnaVirji

@PurnaVirji

Engaging Influencers

“Encourage the social media team to build strong relationships with influencers to help with link building.”

Top Tip #3

@PurnaVirji

@PurnaVirji

Image Source: www.richardrbecker.com

@PurnaVirji

http://www.forbes.com/sites/haydnshaughnessy/2012/01/25/who-are-the-top-50-social-media-power-influencers/

@PurnaVirji

@PurnaVirji

Community Manager Influencers Audience

6 months

@PurnaVirji

@PurnaVirji

@PurnaVirji

Brand Awareness and Reputation Management

“How your community manager can help to build the brand to help SEO efforts.”

Top Tip #4

@PurnaVirji

Brand Awareness

• Lesser known brands=harder outreach• Social helps build brand awareness

Share valuable & interesting content Reputation for excellence Showcase personality Provide value to stand out

• SEOs can: Prove legitimacy of brand Leverage a strong community Increase outreach success

@PurnaVirji

Brand Awareness@PurnaVirji

Reputation Management @PurnaVirji

• Negative reviews = Hurt SERPs • Monitor social media to nip things in the bud

Sprout Social Trackur Hootsuite Social Mention

• Frontline defense for customer service Design damage control strategy Act quickly and swiftly Take personal interest & follow up Avoid escalation to sites like ripoffreport

Image Source: wardsix.blogspot.com

Reputation Management @PurnaVirji

Image Source: socialfresh.com

Image Source: shopify.com

Sourcing Testimonials @PurnaVirji

• CM = your connection to the customers. Helpful for unique content Use testimonials for CRO efforts Also help with clout on social media

• Be creative Contests – e.g. Best product use Video testimonials Success stories

• Consider surveys or polls to help shape strategy.

Sourcing Testimonials @PurnaVirji

Image Source: www.business2community.com

Goal Tracking & Communication Schedules

“How to most effectively manage the teams on a day to day basis to optimize synergies and how to set and track success metrics.”

Top Tip #5

@PurnaVirji

Meeting Schedule

• Daily: Stand-up meetings• Weekly check-ins:

Review content calendar Targeting for upcoming posts Progress checks Performance of KPIs Strategy tweaks

• Monthly brainstorming sessions: Influencers to target Outreach content Future direction

@PurnaVirji

Image Source: www.usm.maine.edu

Setting Goals

• Specific & Measurable Goals• Applicable for both teams• Defined sets of KPIs:

Orders- Source “Buckets” Links Acquired – Result of

outreach Interactions- Reach,

shares and comments

@PurnaVirji

@PurnaVirji

Image Source: www.troll.me

Thank you!@PurnaVirji

Say Hello or Ask Questions Anytime:

http://www.linkedin.com/in/purnavirji

https://twitter.com/purnavirji

Read More At:

http://searchenginewatch.com/author/2499/purna-virji