Social Media Optimization Tips from TopRank
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Boost your digital public relations skills with these social media optimization tips from TopRank Online Marketing CEO Lee Odden. This presentation offers trends in internet marketing that matter as well as how and why you should adapt an "Optimized State of Mind" when it comes to getting better results with content marketing. Companies optimize their websites, why not optimize their social media? Facebook SEO, Blog SEO, Twitter SEO, LinkedIn SEO and why not Google+ SEO? Make it easy for your customers as well as journalists, reporters, analysts and bloggers to find your news content when they're looking for sources. Easy to find means more traffic and more links. More links means better search visibility and you know what that means: Even more relevant traffic to your website.
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Social Media Optimization Tips from TopRank
- 1. Advance Your Digital PR Skills with Social Media Optimization @LeeOdden TopRankMarketing.com TopRankBlog.com @toprank
- 2. @toprank TopRank: Search Social Content Clients Speaking Media
- 3. @toprank Audience Poll How many of you are: Optimizing Press Releases? Newsroom? Using Keywords in Social Media Content? Measuring Search Traffic? Conversions?
- 4. @toprank Agenda Social & SEO Trends That Matter An “Optimized” Way of Thinking Content isn’t King, it’s the Kingdom Practical SEO Tips for: Blogs, Facebook, Twitter, LinkedIn & YouTube Social & SEO Tools
- 6. What Happens on the Internet…
- 8. @toprank Every 2 Days, We Create As Much Information As We Did Since the Dawn of Time To 2003 Source: Eric Schmidt – 8/10 (via TechCrunch)
- 9. 50 Million Users 3 Months 102 Million 200 Million 800 Million Sources: *LinkedIn **Forbes ***SocialBakers **** Larry Page
- 10. Google sites handle 88 billion searches per month worldwide Source: comScore At any given time there are 50-200 different versions of Google’s core algorithm in the wild *Google Inside Search 70% of Brands Social Content Doesn’t Rank Top 20 for Brand Names *Brightedge SMO Study 04/11
- 11. @toprank 3 Essential Information Trends 1. Discovery 2. Consumption 3. Sharing
- 13. @toprank
- 14. Why Optimize?
- 15. Intersection of Social & Search I need to interview an expert on Halloween safety THX @janedoe for the interview!
- 16. @toprank Cycle of Content, Search & Social Blogs
- 17. @toprank Search & Social Lead to Purchase 1% Social Alone 51% Search Alone 48% Search & Social Top Priority: Social & SEO Integration
- 18. @toprank How SEO Benefits PR • Make it easy for journalists to find your news • Increase unsolicited media placements • Bypass media channels: direct to consumer • Facilitate marketing goals: leads or sales • Protect your brand & online reputation • Demonstrate more value from PR & Comms
- 19. @toprank How Can SEO Work For Marketing & PR? SEO Keyword PR Glossary Corporate Products Web Site Newsroom Optimization Releases Demo Newsletters Freemium White Papers Sales/Offer Consumers Journalists Case Studies Sales Media
- 20. Content isn’t King. It’s the Kingdom.
- 21. Who Cares About Great Content?
- 22. @toprank Customers Do! 53% Of time on the internet is content consumption. AOL Nielsen 5/11 U.S.: 27 million shared per day AOL Nielsen 5/11
- 23. @toprank Cares Too Source: Search Engine Land 3/11 Google’s POV on Quality Content: http://goo.gl/huekf
- 24. @toprank Content Rocks, But Rocks are Hard Most Effective
- 25. @toprank If You Have Great Content… Set it free! 92%
- 26. @toprank Web Sites News Images Video Local Real-Time Blogs What can be searched, Can be optimized!
- 27. @toprank What Content Should be Findable? • Products & Services • Media: Video, Audio, • Corporate Info Images • News, PR • Blogs • Help, FAQ • Tweets • Knowledgebase • Status Updates • Job Listings • Comments • Landing Pages • Tags • Newsletter • MS Office Docs • Fulfillment • PDF files
- 28. @toprank SEO Impact & Objectives Public Human Customer Marketing Relations Resources Service Content Prospect Journalist Candidate Customer Traffic Media Sale Coverage New Staff Serviced
- 29. @toprank CMO & SMO Framework Research Keywords Content Optimize, Customer Topics & Promo Socialize & Segments Message Plan Promote Preferences Search & Topics, SEO Social & SEO Pain Points Social Data Calendar, Networking, Behaviors Sources Repurpose Link Building
- 31. @toprank Social SEO Publishing Process News Content Keyword Optimization Images Video Audio Social Distribution Blog Twitter Socnet Link Building Measure Impact
- 32. @toprank Choose the Best Keywords Keyword Glossary Considerations • Categories • Primary phrases • Derivatives Newsroom • Permutations Category • Popularity Press Release • Relevance Digital Assets • Competitiveness
- 33. @toprank Choose the Best Keywords Competitors Keywords Popularity Categories
- 34. @toprank SEO for Social Content Facebook SEO Twitter YouTube Blog SEO SEO SEO Google+ LinkedIn SEO SEO
- 35. @toprank Blogs are Social Share & Rate Comment Other Blogs Comments Poll - Survey Blog Facebook LinkedIn Twitter
- 36. @toprank Blogs are Search Magnets 26,530 Unique Keywords 45,000+ RSS Subscribers 100k+ inbound links Attracts: Media & Links, Employees, Speaking & +New Business
- 37. @toprank Basic Blog SEO Tips 1. Optimize for readers first!!! 2. Title Tag vs. On Page Title: Headspace2, AllinOneSEO 3. Keyword in URL (slug) 4. Keywords & synonyms in copy 5. Link to older posts 6. Minimize duplicate content 7. Encourage inbound links
- 38. @toprank Blog SEO Where to use keywords: • Post titles • Categories • Body copy • Lists • Anchor text links • Tags • Image alt text
- 39. @toprank Develop Off-Site Content & Networks Profiles Industry Blog Publications
- 40. @toprank Content & Media Mix Web Page Web Page Keyword Glossary Web Page • Keyword 1 • Keyword 2 Blog Posts • Keyword 3 Infographics Images Press Release Videos Contributed Articles Guest Blog Posts PPT Industry Media PDF
- 41. @toprank Social Cross Promotion Slideshare News Sources Blog Off site Comments TR Website Facebook Twitter LinkedIn Paper.li Delicious YouTube
- 43. SEO Impact: LinkedIn SEO • Public • Internal
- 44. @toprank LinkedIn SEO Tips Objects: Content: • Vanity URL • Personal Profiles • Use keyword anchor • Expertise text in external links • Optimize headline • Company Pages • Descriptions • Groups • Recommendations • Answers • Answers • Job Listings • Job Listings • Status Updates
- 45. SEO Impact: Facebook SEO • Public • Internal What to SEO: • Personal • Fan page • Apps • Events • Questions • Locations
- 46. @toprank Facebook Timeline SEO • Bio • Contact • Education • Work • Applications • Wall content • Photos • Engagement!
- 47. @toprank Facebook Fan Page • Description • Info box • Wall info • Photos • Events • Likes • SHARES! • It’s all about the feed
- 48. @toprank 8 Facebook SEO Tips 1. Add FB Like, Share buttons to website content 2. Keywords in Name of Fan Page 3. Keywords in URL for Fan Page 4. Add keyword rich text to “About” tab 5. Complete “Info” tab with text & links 6. Add full URLs to status updates 7. Link from external sites to your Facebook page 8. Encourage fans to comment, like and share your FB stream
- 49. SEO Impact: Twitter SEO • Public • Indirect • Name • Bio • URL (Links are no followed) • Tweets can be syndicated via RSS off site • Most effective for SEO as a promotion tool
- 50. SEO Impact: YouTube SEO • Public • Onsite
- 51. @toprank YouTube SEO Tips • Title – Creative & literal for keywords • Description - Most important keywords first. • Tags - keywords • Number of views – promote the video • Rating – create a quality video • Channel views, subscribers, favorites, comments • How to videos are most linkable • Embed videos in text pages, blog posts with descriptive text http://www.reelseo.com
- 52. Tools to Make Your Social SEO #AWESOME
- 53. @toprank SEO Tools: SEO Dashboard http://raventools.com
- 54. @toprank Social SEO Tools: Social Mention http:// www.socialmention.com
- 55. @toprank SEO Tools: Google Keywords http:// adwords.google.com/select/KeywordToolExternal
- 56. @toprank SEO Tools: Google Insights http:// www.google.com/insights/search
- 58. @toprank SEO Tools: Scribe http://scribeseo.com/
- 59. @toprank SEO Tools: Majestic SEO http:// www.majesticseo.com
- 60. @toprank SEO Tools: SEMRush http:// semrush.com
- 61. @toprank 3 Things You Can Do Now 1 Research Customers: Audience analysis, brand monitoring, social keyword research. 2 Create a Social Media SEO Strategy: Create, optimize & promote social content, develop networks. 3 Leverage Social Media Marketing campaign tools across channels to promote optimized social content.
- 62. Thank You Lee Odden @leeodden TopRankMarketing.com TopRankBlog.com OptimizeBook.com Get the Book – Get Optimized! Wiley - 2012
Editor's Notes
- Advance Your SEO Skills With Social Media Optimization Social media and search engine optimization (SEO) present the most significant opportunity for public relations and communications professionals to master the search and social Web. In this information-packed workshop, learn essential skills for planning social SEO in order to increase reach and engagement. Practical tactics for optimizing blogs, LinkedIn, Facebook, Twitter and YouTube will be discussed. Also, learn about free and low-cost social SEO tools that will help you implement and measure success.learn essential skills for planning social SEO Practical tactics for optimizing blogsOptimize LinkedInOptimize FacebookOptimize TwitterOptimize YouTube Free and low-cost social SEO tools
- Lee Odden is CEO of TopRank Online Marketing and editor of Online Marketing Blog: Rated the #1 content marketing blog by Junta42 and a top 10 blog by Advertising Age. A 14-year online marketing veteran, Lee has been cited by numerous industry publications and books including The Economist, DM News and ‘Marketing in the Age of Google’ by Vanessa Fox. Lee speaks internationally on Social Media SEO and Content Marketing for top conferences including ad:tech, Intel’s Social Media Summit and SES, where he serves on the board of advisors. His first book, ‘Optimize’ will be published by Wiley in 2012.
- What happens in 60 seconds on the internet?
- http://techcrunch.com/2010/08/04/schmidt-data/
- http://www.comscore.com/Press_Events/Press_Releases/2010/1/Global_Search_Market_Grows_46_Percent_in_200970% of brands social media content (FB or Twitter) doesn’t rank in top 20 on Google for brand namehttp://www.brightedge.com/2011-04-18-brightedge-study-social-media-seo-optimization
- The intersection of SEO, Social Media and Content Marketing arms marketers with a 360 degree opportunity to attract, engage & retain customers online.
- Who cares about great content?
- Customers do53% of time spent on the Internet is directly attributable to content consumption. AOL Nielsen May 2011
- In an interview with Wired Magazine, Udi Manber, Google’s head of search, said that Google will make as many as 550 changes to its search algorithm this year
- http://www3.emarketer.com/Article.aspx?R=1007647
- Take inventory of your content and media. Anything digital published online can be optimized for findability.
- framework for content marketing strategy and practical optimization and social media marketing tips to grow business online.
- http://www.toprankblog.com/2010/08/facebook-seo/