Integrating SEO & Social MediaPRESENTATION ON

Blurring Lines Between SEO &Social Media

January 21, 2009

SEO & SOCIAL MEDIA ARE BUDDIES!

Social Media onSocial Media on the Search page

1 Video on YouTube1. Video on YouTube et al

2. Wikipedia3. Blogs4. Social Media

Sharing SitesSharing Sites1. Reddit2. Digg3 Slid h3. Slideshare

3

SEO & Social Media:Each Other’s HalfEach Other s Half

Social SEO

• Successful Social Media means Buzz

• Successful SEOMeans Social

Media SEO1. LinksPeople Linking To You

“Relevancy”1. Content

Having What People AreYou

2. ContentPeople Writing About You

People Are Looking For

2. Links:People T lki Ab tTalking About You

4

How Social Media fits with SEO

Word of Social LinkWord of Mouth

Social Media

Link Building SEO

Word of Mouth via Social Media helps build massive b d li k f bl th i l b itbuzz and links from bloggers other social websites.

Since buzz spreads virally, it is generally more scalable and cost effecti e than traditional link b ilding hichand cost-effective than traditional link building, which requires a one-on-one pitch to each website publisher.

5

HUH? THERE’S SOCIAL MEDIA IN MY SEO?

Search Results can o erflo ithoverflow with Social Media Content

B d R l W b itBeyond Regular Websites• Search Engines look for online

content – not just traditional websites

“MC Hammer” search returned:• Videos from YouTube &

DailyMotionDailyMotion• Twitter.com• VentureBeat Blog• Engaget BlogEngaget Blog

7

You can use Social Media Websites to Rank for ToughRank for Tough TermsSituation• My blog was not strong

enough to rank for “FacebookDemographics”…

• …But my Powerpoint on “Facebook Demographics” is #1 on Google because of SlideShare.net

Take Away:• If your website is not strong

enough to rank well consider placing content on places placing content on places where it will

• You still achieve the goal of getting in front of your audience

8

Placing ContentPlacing Content on KaboodleBackground

• Kaboodle is a social shopping community

• Behr is one of the largest paint companies in the USpaint companies in the US

Opportunity• Short Term:• Short-Term:

Optimize title, description of Behr’s “Explore Color” on KaboodleL T• Long-Term:Participate as a member of the Kaboodle shopping community

9

Wedding PaperWedding Paper Diva’s “Linkbait” Situation• Wedding invitation maker

website• Created webpage called

“Geeky Wedding Photos”y g• Collection of “Geek”

themed weddings

SEO R ltSEO Results• WeddingPaperDivas.com

ranks #3 for “wedding invitations

• Over 1,440 links pointed to the webpage

10

Blog Outreach for Farecast.com Launch

Traffic ActivitiesBlogging Outcome

Number of LinksBlogging Outcome

– 195,844 visits after only 2 months (estimated from Hitwise, various)

– 50% of “Launch” Traffic from Blogs– 200 Blog Posts in 3 Weeks

SEO Outcome– Top two pages for competitive

phrase • “cheap airline tickets”• “cheap airline ticket”

11

Where can I share my content? How do I optimize to make it searchable?How do I optimize to make it searchable?

12

WHY SOCIAL MEDIA NEEDS SEO COLLABORATION

Missed Opportunity: GE’s ImaginationGE s Imagination CubedSituation• GE launched an webapp

called “Imagination Cubed” for Branding Purposes

• Has enough links that the *All gFlash* website ranked within the top 5 for “imagination”

• Missed opportunity to direct links to GE’s website for SEO -b ild th itbuild authority

Take AwayWork with the SEO team to• Work with the SEO team to see how new initiatives can benefit SEO

14

Missed Opportunity: Voices of theVoices of the Olympic GamesBackground• Lenovo partnered with +100

Olympic Athletes to blog about the 2008 Games

Issues• AJAX-based website was not

crawlable or easily linked to

Missed Opportunity • Have website visible by search

enginesg• Bring more links pointing to

Lenovo.com website

15

Sharing SEO Analytics withAnalytics with Social MediaWhat SEO/Analytics can share with Social Media:1. How People Search/Describe Things?

• Understand how people describe and *not* describe what your website offers – and the link to that and the conversion cycleconversion cycle

2. Where did they come from?• Referral information can reveal what

social media websites your audience is already using and should leverageis already using and should leverage

3. What type of content they reading most on your website?• Viewing the top content category can

help identify the type of content your p y yp ysocial media campaigns should focus on

4. Where they live?• Ability to understand the background

16

of your visitors and how to engagement them.

SUMMARY

The Three Take Aways1. Optimize Your Content (not just website)

Place content on social media websites to get your content ranked well on their website. (Check out (Brian Solis’ “Social Media Prism” for ideas)

2. Think beyond GoogleBe searchable wherever people search e gBe searchable wherever people search e.g. Kaboodle

3. Share AnalyticsSEO Team usually have great experienceSEO Team usually have great experience analyzing analytics – use it for Social Media

4. Buzz & Blog Outreach (PR Integration)Work with the PR team to participate online and create buzz for more links

18

THE END. THANK YOU!

Thank You!Daniel Riveong“Integrating SEO & Social Media”Social Media Club SF/SV, Jan 21, 2009

Credits – Photos & Case Studies• mindluge, “holding hands”

http://www.flickr.com/photos/mindfire/316194679/

Who?SEO, Social Media Guy (Bourbon Drinker)

• Jemsweb, “Shocked”, link:http://www.flickr.com/photos/jemsweb/2282859606/

• Briansolis, “The Conversation Prism”, http://www flickr com/photos/briansolis/27354Head of SEO, e-Storm International SF

Where?San Francisco California

http://www.flickr.com/photos/briansolis/2735401175/

• Quinn.anya, “Collaboration”, http://www.flickr.com/photos/quinnanya/111201180/San Francisco, California

Contact for Questions?SMS: Text “Riveong” to 50500

• Jennifer Laycock, “Why the Social Media World Needs to Understand SEO”, http://www.searchengineguide.com/jennifer-laycock/why-the-social-media-world-needs-to-unde.phpS S e t eo g to 50500

Blog: http://emergence-media.comLinkedIn: http://www.linkedin.com/in/danielrTwitter: http://twitter.com/danielriveong

to unde.php

20

p gEmail: Daniel@e-Storm.com