The document discusses strategies for succeeding in SEO today and being prepared for tomorrow. It provides three survival tips: 1) recognize the impact of personalized search and use keyword research and personas; 2) understand how social activity impacts rankings by analyzing social popularity, mentions, and plugins; 3) publish the right content targeted to intentions, pushed through social networks with frequencies based on competitors and customers, and using words that encourage shares across different networks. The conclusion emphasizes periodically reviewing changes to avoid missing important developments.

1. Tomorrow's SEO Today -
Social Search and Beyond
Presented by:
Mindy Weinstein

2. About Me: Mindy Weinstein
• SEO Manager at Bruce Clay, Inc.
• Trainer of SEOToolSet courses
• Published author
• Former business professor
• Marketing for 10 years and SEO for 6+
• Connect with me!
– @mindydweinstein
– www.linkedin.com/in/mindydweinstein
– plus.google.com/+MindyWeinstein/

3. “Life moves pretty
fast. If you don't stop
and look around once
in a while, you could
miss it.” - Ferris
Bueller

4. SSEEOO——iitt’’ss aabboouutt ssuucccceeeeddiinngg
ttooddaayy aanndd bbeeiinngg rreeaaddyy ffoorr
ttoommoorrrrooww..
““……tthhee bboolldd ssuurrvviivvee..”” –– FFeerrrriiss BBuueelllleerr

5. SSuurrvviivvaall TTiipp ##11:: RReeccooggnniizzee tthhee
iimmppaacctt ooff ppeerrssoonnaalliizzeedd
sseeaarrcchh..

6. Impact of Personalized Search
“a massive database of desires,
needs, wants, and likes that can be
discovered, subpoenaed, archived,
tracked, and exploited to all sorts of
ends.”
“The aggregate results of every search ever entered, every
result ever tendered, and every path taken as a result.”
bit.ly/1gCmbp3

7. Impact of Personalized Search
• Personalization is not new

8. Impact of Personalized Search
• Keyword research is the secret to
dealing with personalization
• Personas: you might need a market
research company
• Surveys can take out the mystery too
• Talk to your customers
• What to use: Seotools.com/ksp-tool,
Survey Monkey

9. Impact of Personalized Search

10. SSuurrvviivvaall TTiipp #22:: KKnnooww hhooww
ssoocciiaall aaccttiivviittyy iimmppaaccttss
rraannkkiinnggss..

11. Social
• The new era of search is and will be driven by social
• Consumers are seeking signs of expertise, authority
and trustworthiness – E.A.T.
• Social expands your reach and visibility
• Social activity is important – link potential and
brand awareness

12. WWhhaatt hhaappppeennss aass aa rreessuulltt ooff
ssoocciiaall sshhaarreess iiss wwhhaatt mmaatttteerrss..
Article: Social Signals
and SEO bit.ly/1is4uXx

13. Social
• Questions to ask yourself:
– Are pages socially popular (links, tweets, likes
and +1's)? What to use: Feedthebot.com
– Does the site and/or brand get mentioned
(nofollow/buzz) often? What to use: MajesticSEO
– Does the site use a social plugin that can be
tracked in Google Analytics? What to use:
ShareThis & AddThis plugins

14. Social
• Which social network is appropriate for your
business?
– Twitter: Build awareness through fast feedback
– Facebook: Local and national brands
– LinkedIn: Consultants, personal brands and B2B reach –
now offers long-form publishing platform
– Google+: Conversationalists, industry specific
– Instagram: Public diarists
– Pinterest: Visual candy collectors
What to read: Social Media for Business: Which Social Networks Should
Your Brand Invest In? bit.ly/1luRjXD

15. Social
• Build and manage your brand reputation
– Social media helps you get your name out to a wider
audience
– Know what people are saying about your company
– A bad reputation can impact the perceived quality of your
website and business
– Engage with your followers

16. SSuurrvviivvaall TTiipp ##33:: PPuubblliisshh tthhee
rriigghhtt ccoonntteenntt..

17. Content
• Create content that your customers care about
• Address the intent of your visitors
• Push content to social networks—don’t work in a
vacuum
• Frequency: What are your competitors doing? What
do your customers expect?
• Content fuels social search
• What to use: Addictomatic.com

18. Content

19. Content
• Use the right words to encourage shares
– Twitter: “free,” “use,” “check out,” “retweet,” & “blog”
– Facebook: “when,” “post,” “where,” “tell us,” & “deals”
NOTE: Facebook has turned up the heat on click-bait headlines
– LinkedIn: “created,” “researched,” “won,” “developed” and
“under budget”
– Google+: “share,” “create,” “promote,” “increase,” & “discover”
What to read: The Surprising Words That Get Content Shared on Social
Media bit.ly/1rmi1Dv

20. Content
• Consider boosted posts:
What to read: The Complete Guide to
Growing Your Organic Facebook Reach
bit.ly/1h6LMqv

21. Content

22. Content
• Wait a few weeks and then measure
• What to use: Google Analytics, MajesticSEO,
Feedthebot.com/tools/social/

23. Conclusion: Tips for Survival
1. Recognize the impact of personalized search.
2. Know how social activity impact rankings.
3. Publish the right content.
4. “Stop and look around once in a while”…
otherwise you might miss what’s changing!

24. “Ferris Bueller, you're my hero.”
- Cameron Frye

25. @mindydweinstein
www.linkedin.com/in/mindydweinstein
plus.google.com/+MindyWeinstein/