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SEO & Social Media Match Made in Heaven
- 1. SEO & Social Media A Match Made in Heaven Brett Snyder Owner, Knucklepuck @BrettASnyder
- 2. Brett Snyder Owner, Knucklepuck • Integrated digital marketing • Be Where Your Audience Is! • Twitter: @BrettASnyder @BrettASnyder #stateofsearch
- 3. Brett Snyder Career agency marketer @BrettASnyder #stateofsearch
- 4. Brett Snyder Lover of sports & outdoor activities @BrettASnyder #stateofsearch
- 5. Brett Snyder Recently married with a 8-month “fur baby” @BrettASnyder #stateofsearch
- 6. What Makes a Great Marriage? • Communication • Commitment • Cooperation • Creativity • Courtship @BrettASnyder #stateofsearch
- 7. Relationship Modeling • Foundation of all major search engines • Crowdsourcing authority via our relationships • Goal: Anticipate user intent @BrettASnyder #stateofsearch
- 8. Integrated Marketing • Identifying who your audience is and where they are online • Connecting with your audience to build lasting relationships • Putting the “social” in “social media” @BrettASnyder #stateofsearch
- 9. Understanding Social Media “Social media is not a strategy, it’s a channel where your content plays out” ~Marty Weintraub, @aimclear @_seandolan @BrettASnyder #stateofsearch
- 10. Social Networks @BrettASnyder #stateofsearch
- 11. Social Networks @BrettASnyder #stateofsearch
- 12. Social Networks @BrettASnyder #stateofsearch
- 13. Social Networks @BrettASnyder #stateofsearch
- 14. Social Networks @BrettASnyder #stateofsearch
- 15. Social Networks @BrettASnyder #stateofsearch
- 16. Understanding Social Media • Opt-in Content Network • Collection of Prequalified Interests • Dialogue > Monologue • Converging Media @BrettASnyder #stateofsearch
- 17. Social Media for SEOs “It’s not the actual social activity that matters, but what happens as a result of that activity.” ~AJ Kohn, @ajkohn @BrettASnyder http://bit.ly/1vldHvb #stateofsearch
- 18. “Social sows the seeds of solid SEO” ~ Guy who loves tacky, alliterative statements @BrettASnyder #stateofsearch
- 19. Social Ranking Factors @BrettASnyder #stateofsearch
- 20. Social Ranking Factors @BrettASnyder http://bit.ly/1lNlr5j #stateofsearch
- 21. Social Ranking Factors @BrettASnyder http://bit.ly/1lNlr5j #stateofsearch
- 22. “Correlation is not causation but it sure is a hint” ~ Edmund Tufte @BrettASnyder #stateofsearch
- 23. Ice Cream Causes Drowning?!? 10 8 6 4 2 0 0 2 4 6 8 10 Amount of Ice Cream Eaten Number of Drowning Deaths @BrettASnyder #stateofsearch
- 24. But…Why Not? • Search engines use quality signals, not “ranking factors” • Matt Cutts : “So because we're sampling an imperfect web, we have to worry a lot about identity when identity is already hard.” • Extremely easy to manipulate @BrettASnyder #stateofsearch
- 26. Organic rankings are based on trust & authority @BrettASnyder #stateofsearch
- 27. Social Media helps curate trust & authority @BrettASnyder #stateofsearch
- 28. Social Media helps curate trust & authority @BrettASnyder #stateofsearch
- 29. Step One: Find Them @BrettASnyder #stateofsearch
- 36. Twitter Lists • Curate authoritative sources around your particular niche • Learn what type of content your audience is most interested in sharing @BrettASnyder #stateofsearch
- 37. Highlight Key Influencers @BrettASnyder #stateofsearch
- 38. Segment Geographically @BrettASnyder #stateofsearch
- 39. Wishlist • Maximum 10 people on this list • Goal: Follow back • Goal: Access to DM @BrettASnyder #stateofsearch
- 40. Search Twitter Lists @BrettASnyder #stateofsearch
- 41. Search Twitter Lists @BrettASnyder #stateofsearch
- 42. Competitor Lists @BrettASnyder #stateofsearch
- 43. If This Then That @BrettASnyder #stateofsearch
- 44. If This Then That @BrettASnyder #stateofsearch
- 45. If This Then That @BrettASnyder #stateofsearch
- 46. If This Then That • Monitor Reddit for Content • Gather PR Opportunities • Keep Track of Twitter Hashtags • Monitor Journalists on Quora • Monitor Social Chatter @DanaForman, SEER Interactive @BrettASnyder http://bit.ly/1vl8zaB #stateofsearch
- 47. Other Free Ways to Discover Influencers • BuzzSumo • LinkedIn Shared Connections • SocialRank.com Market Intelligence • Google+ Ripples • SimplyMeasured • Twellow • CircleCount @BrettASnyder #stateofsearch
- 48. Step Two: Win Them Over @BrettASnyder #stateofsearch
- 49. What Makes a Great Marriage? • Communication • Commitment • Cooperation • Creativity • Courtship @BrettASnyder #stateofsearch
- 50. What Makes a Great Marriage? • Communication • Commitment • Cooperation • Creativity • Courtship @BrettASnyder #stateofsearch
- 51. Principles of Social Courtship @BrettASnyder #stateofsearch
- 52. 6 Degrees of Kevin Bacon According to a study by Facebook, users average 3.74 degrees of separation @BrettASnyder http://bbc.in/1kjHy33 #stateofsearch
- 53. Facebook Graph Search • “Find more of what you’re looking for through your friends and connections” • Discover second- and third-tier connections that already exist @BrettASnyder #stateofsearch
- 54. Marketers Who Live in Dallas @BrettASnyder #stateofsearch
- 55. Marketers Who Live in Dallas @BrettASnyder #stateofsearch
- 56. Who Attended Villanova and Work at Google @BrettASnyder #stateofsearch
- 57. Who Work as Journalists in Washington, D.C. @BrettASnyder #stateofsearch
- 58. Who Work as Journalists in Washington, D.C. @BrettASnyder #stateofsearch
- 59. Shared Connections with your Business • Groups • Pages Liked • Shared Interests • Demographics • Locations @BrettASnyder http://bit.ly/UzpQMD #stateofsearch
- 69. https://www.facebook.com/TheFurrtographer Learn what key influencers are doing to engage with the community to establish common interests @BrettASnyder #stateofsearch
- 70. Tying Social Back to SEO @BrettASnyder #stateofsearch
- 71. Place the Emphasis on Your Website • Create content assets that live on your website • Social should drive the conversation, website should drive the story @BrettASnyder #stateofsearch
- 72. Social Branding @BrettASnyder #stateofsearch
- 73. Branding • Social media represents your online reputation • Consider social media just as you would customer service: a means to communicate with customers @BrettASnyder #stateofsearch http://bit.ly/ZXVrnG
- 78. Content Distribution @BrettASnyder http://selnd.com/1xgNnBO #stateofsearch
- 79. Generate Content Ideas @BrettASnyder #stateofsearch
- 80. Generate Content Ideas @BrettASnyder #stateofsearch
- 81. Generate Content Ideas @BrettASnyder #stateofsearch
- 82. Generate Content Ideas @BrettASnyder #stateofsearch
- 83. Generate Content Ideas @BrettASnyder #stateofsearch
- 84. Generate Content Ideas @BrettASnyder #stateofsearch
- 85. Paid Amplification @BrettASnyder #stateofsearch
- 86. Final Thoughts @BrettASnyder #stateofsearch
- 87. Good marketing is all about your relationships @BrettASnyder #stateofsearch
- 88. Your return is relative to your investment @BrettASnyder #stateofsearch
- 89. It does get easier, I promise! @BrettASnyder #stateofsearch
- 90. Think like a marketer, act like a human being @BrettASnyder #stateofsearch
- 91. Thank You! TO LEARN MORE OR FOR ANY QUESTIONS: Brett Snyder Owner, Knucklepuck brett@knucklepuckmedia.com @BrettASnyder @BrettASnyder #stateofsearch
- 92. Additional Image Credits • Relationship Modeling – https://en.wikipedia.org/wiki/PageRank • Integrated Marketing – http://answerhub.com/article/5-best-practices-of-online- communities/ • Understanding Social Media – https://www.flickr.com/photos/james__clayton/5957786486 • Identity – http://apocalypse-how.com/2014/05/22/apocalypse-how-identity-crisis/ • 6 Degrees of Kevin Bacon – http://readingeagle.com/life/article/six-degress-of- kevin-bacon-a-game-changer#.U9gItYBdVj4 • Storytelling – https://www.flickr.com/photos/hikingartist/14134388517/ @BrettASnyder #stateofsearch
Editor's Notes
- These are the same principles that drive good marketing. Core concepts that form the foundation for good relationships are shared among SEO and Social Media strategies To be a good marketer, you need to be good at relationship-building over and over and over again…and this is where SEO and Social Media intersect. Trying to make someone fall in love with your brand over and over again
- Strings not Things – Refers to how Google is beginning to interpret the web more for what it MEANS than what it SAYS. Semantics are key.
- SEO is an amalgam of strategies
- Converging Media: Paid-Earned-Owned
- Let’s address the elephant in the room straightaway
- Confounding Variable – extraneous variable that correlates with both an independent and dependent variable.
- Don’t get me wrong, they would LOVE to use social signals. They just can’t with a high enough degree of confidence to build an algorithmic solution
- Therefore, our goal is to curate trust & authority. We do this by identifying where trust or authority might be established on the web and ensure we have a presence in those communities. And that starts with…
- Telling a business owner that being where your audience is will help the business grow is like telling a professional athlete that training will make them better. There’s no arguing w/ the sentiment but it doesn’t provide any information to actually accomplish that.
- There is nothing overly advanced about what we’re about to look at. We’re going to focus on social networks that I’m certain everyone is already participating in. DEFINE WHO “THEM” ARE
- These are the same principles that drive good marketing.
- These are the same principles that drive good marketing.
- Based on this, you are theoretically able to connect with anyone on Facebook in less than 4 emails. This study was done in 2011. In 2011 there were 845M total Facebook users…as of June 2014 there are 829M daily active users and 1.32B monthly active users.
- Launched in January 2013. Filter based on any number of searches. As with anything social media, the value of these tactics gets stronger w/ the strength of your network
- Engage when your audience is most engaged
- Engage when your audience is most engaged
- Engage when your audience is most engaged