How to Use Social Media to Influence SEO
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Transcript of How to Use Social Media to Influence SEO
How to Use Social Media to Influence SEOPatrick Powers
#mStonerSEO@patrickjpowers@mStonerInc
Our Mission✓Review how search engines work.
✓Acknowledge SEO in HigherEd.
✓Understand how social media impacts results.
✓Learn 20 tactics for improvement.
✓Discuss.
EBLSEOSERPH1 H2
Branded Searches
Non-Branded Searches
0% 25% 50% 75% 100%
39%
10%
11%
4%
15%
6%
35%
80%
First Position Second Position Third Position Everything Else
The Top Three
Are you an authority?Are you relevant?
Authority
links time .edu
http://www.flickr.cophotosm//yandle/4337747398 | http://flic.kr/p/5PdB3C | http://www.flickr.com/photos/ccacnorthlib/4131837946/
Relevant Content
URL Page Title Headline
Copy Images
Description
IRL
What a browser sees ...
21%
20%
19%
18%
11%
7%4%
Trust/AuthorityEngagement MetricsLink PopularityInbound AnchorKeyword UsageClick-through DataRegistration/Hosting
Ranking Signals
http://searchenginewatch.com/article/2065492/The-Role-of-On-Page-SEO-Content-Relevance-Not-Rankings
So why do we care in higher education?
Academic Programs
Campus Location and Community
Cost and Financial Aid
10%
35%
38%
17%
45%
52%
Search Social
Best ways to learn?
http://omniupdate.com/_resources/pdfs/research/2012_eexpectations.pdf
58%42%
66%
34%
79%
21%
Yes No
Opportunity ExistsAre you investing in an SEO process to improve search results?
4-year private 4-year public 2-year colleges
http://omniupdate.com/_resources/pdfs/research/2012_eexpectations.pdf
What role does social media play in this?
Matt CuttsGoogle Engineer
“We do use Twitter and Facebook links and ranking, as we always have, in our websearch rankings. But in addition we are also trying to figure out a little bit about the reputation of an author or a creator on Twitter or Facebook.”
•Number of follows/likes/retweets/shares
•Authority of the people sharing
•Speed of sharing
Google Knows
“We do look at the social authority of a user. We look at how many people you follow, how many follow you, and this can add a little weight to a listing in regular search results.”
“Yes, we do use [tweeted links and RTs] as a signal. It is used as a signal in our organic and news rankings. We also use it to enhance our news universal by marking how many people shared an article.”
Social Signals RisingFacebook Shares
Number of Backlinks
Facebook Total
Facebook Comments
Facebook Likes
Tweets
% Backlinks rel=nofollow
Keyword in Domain Name
% Backlinks with Keyword
% Backlinks with Stopword
Image Count
Keyword in URL
Keyword in Description
0 0.1 0.2 0.3 0.4
0.03
0.03
0.04
0.05
0.1
0.11
0.15
0.25
0.3
0.33
0.35
0.36
0.37
http://www.searchmetrics.com/en/searchmetrics/press/ranking-factors/
Takeaways20
Create awesome content.
1
Link to social accounts.
2
Make sharing easy.
3
Define objects/images.
4
Title
Description
<meta property=”og:image” content=”/mylogo.png” />
Conduct researh.
5
6
7
Complete your profile.
Brand your posts.
•Help Google.
•Rank high on you.
8
Claim your place.
9
10
Name your place.
11
12
Get on Google+.
Give authors credit.
“Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining anonymous, then, might be irrelevance.”
- Eric Schmidt, former Google CEO
13
14
Geo-tag images.
Optimize file names.
Use closed-captions.
15
16
Tweet. Tweet. Tweet.
Cuts index time by
50%17
Identify influencers.
18
Chase the numbers.
1
0
25
50
75
100
2007
2008
2009
2010
19
Create awesome content.
20
Thank YouContact us for more information about�mStoner:773-305-0537�| [email protected]
Want to work with us? Contact Mallory Wood:802-457-9234 | [email protected]
Patrick Powers