Top of the pile: Juggling SEO basics, social media and user review sites
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Transcript of Top of the pile: Juggling SEO basics, social media and user review sites
#WYSTC2013 #SocialSEO
Top of the pile: juggling SEO basics, social media and user review sites
PRESENTED BY:
KAYLA PATTERSON
GOMEDIA COORDINATOR
[email protected]@kaylapatt | @_GoMedia_
TIFFANY HARRISON
OUTREACH MANAGER, GOABROAD.COM
[email protected]@ttmharrison | @GoAbroad
MAIN TOPICS
Understanding SEO
How Social Media Influences SEO
How to Optimize your Social Media
Key Takeaways
Understanding SEO
#WYSTC2013 #SocialSEO
WHAT IS SEO?
QUESTION 1:
Do you consider your website to be one of the most important pieces of your business?
WHY?
9/10 times, a student is researching you online before calling you
HINT:You
Should!
WHAT IS SEO?
QUESTION 2:
Who understands what SEO is, and is your website optimized for SEO?
LET’S DEFINE:
Search Engine Optimization (SEO)
ALGORITHMS:
One [online] recipe to rule them all
WHAT INFLUENCES SEO?
WHAT USED TO WORK:
• Keywording• Massive Quantity of Backlinks• Exact Match Domains
WHAT YOU NEED TO KNOW NOW:
• 200+ Ranking Factors of Google• User Experience• Quality vs. Quantity• Social Media
ANALYZING SEO
GOOGLE ANALYTICS
TERMS TO KNOW:
• Bounce Rate• Referral Traffic• Conversions• Organic Traffic• Social Media Referrals
WHAT IS DATA MINING?
ANALYZING SEO
GOOGLE WEBMASTER TOOLS
• How is your site performing on a technical level?
• How does a search engine view your website?
MAJOR THINGS TO UTILIZE:
• Site Errors• Sitemaps• Generic Info• Manual Penalty Check, Disavow Tool,
Reconsideration Request
TIPS WHEN ANALYZING SEO
• Major Pieces to Watch:Traffic, Bounce Rate, Conversion Time, Time on Site, Pages Indexed
• Log Out When Checking
Rankings• Document Changes to Website
& Marketing Efforts• Google Rich Snippet Tool• Ranking Isn’t Everything• Heatmaps
ANALYZING SEO
HAVE YOU BEEN AFFECTED BY RECENT CHANGES?
• Manual vs. Algorithmic Penalties• Track & Make Annotations in Google Analytics
HOW TO TRACK CHANGES
• Panda• Penguin
FOCUSING ON TWO MAJOR UPDATESTIP:Know Google’s Quality Guidelines
FOCUSED ON CONTENT PROVIDED TO USERS ON-PAGE
• Algorithmic penalty?• Do you provide value to users?
WERE YOU IMPACTED?
PANDA UPDATE
• Higher value-added content = higher weight• Content audit: quality over quantity• Include a larger variety of content• Use data!
HOW TO CORRECT:
Adding content is great, but will also take
time to see improvements!
THE IMPACT:
PANDA UPDATE
• Rankings• Traffic from organic searches• Exit rate• Time on site
WHAT TO WATCH FOR:
EXAMINED THE EXTERNAL REPUTATION FOR YOUR WEBSITE
• Concerned with website backlink profile• Penalizing sites for poor/spam-like backlinks• “Link Farms” = poor indicators to Google = devalued
search results• Rel = Follow vs. Rel = Nofollow
PENGUIN UPDATE
• Have you purchased backlinks?• Notified in Google Webmaster Tools• Examine your analytics: are any links pointing to
your site suspicious?
WERE YOU IMPACTED?
• Identify links with Google Webmaster Tools• Disavow them• Request for reconsideration
HOW TO CORRECT:
PENGUIN UPDATE
Only Build
Natural Links!
WHAT ’S NEXT FROM GOOGLE?
REFINING AUTHORSHIP
• PPC & other pay models
COMPETITION IN ORGANIC SERPs
RICHER MEDIA & DIVERSITY OF SERPs
ONE LAST IMPORTANT TIP
ALWAYS CONSIDER THE USER EXPERIENCE!
Ask yourself: How do my marketing decisions impact the user experience of my website?
How Social Media Influences SEO
#WYSTC2013 #SocialSEO
HOW SOCIAL MEDIA INFLUENCES SEO
WHAT CHANNELS SHOULD YOU BE ON?
YOUTUBE
GOOGLE+
BLOGS
HOW SOCIAL MEDIA INFLUENCES SEO
DIRECT FACTORS:
# of Facebook
fans
# of Facebook shares
# of Facebook comments
# of Twitterfollowers
# of Twittermentions &
links
People that have you in circles on Google+
# of Pins linking to you on
HOW SOCIAL MEDIA INFLUENCES SEO
INDIRECT FACTORS:
Increased inbound
links
Increased positive reviews
Decreased bounce rate and higher time on
site
More repeat visitors
HOW SOCIAL MEDIA INFLUENCES SEO
HOW SOCIAL MEDIA INFLUENCES SEO
GOOGLE SOCIAL SEARCH
study abroad
HOW SOCIAL MEDIA INFLUENCES SEO
GOOGLE SOCIAL SEARCH
Bungee jump in new zealand
Did you know you have a PageRank?
HOW SOCIAL MEDIA INFLUENCES SEO
Google has confirmed they try to calculate author quality on Twitter & Facebook
How to Optimize yourSocial Media
#WYSTC2013 #SocialSEO
Understand the channels you are using and how Google recognizes them
01
Use great content that people will want to share
02
Create robust profiles03
Remain active and flexible04
KEY TAKEAWAYS10 Steps to Being More Successful with SEO and Social
#WYSTC2013 | #SocialSEO
Prioritize your website01
Understand how SEO can help you02
Become familiar with the main influencers of SEO
03
Analyze your SEO efforts04
Invest in the user experience05
Understand social signals06
Invest in your social strategy in order to promote more social signals
07
Optimize your social channels08
Create & share great content09
Watch the magic of SEO happen!10
QUESTIONS ?
KAYLA PATTERSON
GOMEDIA COORDINATOR
[email protected]@kaylapatt | @_GoMedia_
TIFFANY HARRISON
OUTREACH MANAGER, GOABROAD.COM
[email protected]@ttmharrison | @GoAbroad