Learn how using social networks like Facebook, Twitter, LinkedIn, YouTube, Google+ and Pinterest can affect the visibility of your brand online! This presentation was originally given at The Power of eMarketing conference in Providence, RI, on Oct. 23, 2012.

1. Using Social Networks to Build
SEO
How Using Facebook, Twitter,
LinkedIn, YouTube, Google+
and Pinterest Affect Your SEO
Aleweb Social Marketing, October 2012

2. What is SEO?
 SEO = Search Engine Optimization
 The process of improving the visibility of
a website or a web page in a search
engine's "natural" or un-paid ("organic"
or "algorithmic") search results
 Multiple search engines
Aleweb Social Marketing, October 2012

3. Major SEO Factors
 Freshness of content
 Engagement level
 Site traffic
 Site speed
Aleweb Social Marketing, October 2012

4. What Do You Do First?
 Find out what keywords your target
audience is searching for
 Integrate keywords into your content or
use keyword suggestions to write new
content
 Write great meta-descriptions
Aleweb Social Marketing, October 2012

5. Identifying Your Best Keywords
 Check
 Google Adwords’ keyword tool
 Übersuggest.org
 After writing, double-check
 Wordle.net
 Consider your strategy
 Brand vs. keywords
(name recognition vs. targeted terms)
Aleweb Social Marketing, October 2012

6. How Else Do You Affect SEO?
 For websites, ensure a good sitemap
exists. Consider a video sitemap.
 Limit your ad space, target your ads
 Register in relevant directories
 Engage with others
Aleweb Social Marketing, October 2012

7. How Else Do You Affect SEO?
 Be a guest contributor
 Use images, video, polls and contests to
keep visitors engaged
 Optimize text used in social sharing
buttons
 Think of keywords as the meat of your
SEO and social media as the potatoes
Aleweb Social Marketing, October 2012

8. Social Signals and Good Rankings
 Strong social sharing signals show
extremely high correlation to good search
index rankings
 Sites with more social sharing had more
inbound links
 Social signals have stronger impact than
backlinks even
Aleweb Social Marketing, October 2012

9. Aleweb Social Marketing, October 2012

10. Social Weight in Search Results
 Search results are annotated with social
content
 By default, in Google, search results are
prioritized based on social rankings
(weighted toward G+, but other social
factors are considered too)
Aleweb Social Marketing, October 2012

11. AuthorRank
 New concept used by Google and Bing
 Trusted, popular authors may be given a
boost in search and social media visibility
 Shift away from brands and toward ppl?
 Similar concept to domain authority, trust
and link popularity
 Social media activity is an important signal
in making those calculations
Aleweb Social Marketing, October 2012

12. Facebook and Search
 Facebook and Google are competitors
 Facebook releases minimal info to Google
 2nd most visited site on the internet
 Google shows Pages, but no content
 Facebook sees about one billion
searches a day, without even trying
 They now have a team working on a real
FB search engine
Aleweb Social Marketing, October 2012

13. Google and Facebook
 Google considers:
 Number of combined shares/likes on FB
page and website
 Authority of the individuals who share/like
 Whether share/like rate is accelerating or
decelerating
Aleweb Social Marketing, October 2012

14. SEO and Facebook
 3 areas currently affect SEO for Facebook
pages in Google
 About description
 URL
 Page name
 As Facebook expands into real search,
the “wisdom of friends” will become more
important than the “wisdom of crowds”
Aleweb Social Marketing, October 2012

15. Internal SEO for Facebook
 Facebook saves all the best content for
itself
 Your page needs to be unique
 Get other high quality pages to link to
you
 Include your keywords on the page
 List your page as your employer
 The first 18 characters of a status update
Aleweb Social Marketing, October 2012

16. Twitter’s History with Google
 Google partnered with Twitter for real-
time search (excellent results)
 Let contract lapse to pursue Google+
 Now Google only considers:
 Number of combined followers/mentions
 Authority of the individuals who
follow/mention
 Whether follow/mention rate is accelerating
or decelerating
Aleweb Social Marketing, October 2012

17. Twitter
 Content decays quickly unless favorited
or stored on third-party sites
 Twylah
 Paper.li
 Storify
 Used more for engagement, branding,
customer service and driving traffic
 Tons of third-party apps to help you
Aleweb Social Marketing, October 2012

18. LinkedIn
 Provides the strongest correlation
between the number of shares and
inbound links
 Less about SEO and more about putting
your brand where the buyers are
Aleweb Social Marketing, October 2012

19. LinkedIn and Search
 Closed LinkedIn groups cannot be
indexed
 Open LinkedIn groups, company pages
and company status updates are all
indexed
Aleweb Social Marketing, October 2012

20. YouTube
 YouTube is owned by Google
 Much of YouTube’s content is readily
indexed by Google
 3rd most visited site on the internet
Aleweb Social Marketing, October 2012

21. Internal SEO for YouTube
 Keyword-rich description
 Properly assigned tags
 Uploaded transcript
 Links and likes
 Time spent watching (estimated minutes
watched)
Aleweb Social Marketing, October 2012

22. Google+
 Google has pushed sharing Google+
links and +1s as critical for SEO
 ~10 Facebook activities ranked higher
than anything done on Google+
 Google isn’t competing with FB here
 Carving out a very different kind of niche
 Establishing strong connections between
authors and their content
Aleweb Social Marketing, October 2012

23. Google+
 Key factors:
 Number of shares
 Authority of the people doing the sharing
 Speed (acceleration or deceleration) of
sharing
 Location and connection (influence) of
person sharing is important
Aleweb Social Marketing, October 2012

24. Pinterest
 Fasting growing social network of all time
 Becoming a top source of links for a
number of content sites
 Food and Home categories dominate by
a large margin
 Fashion and Beauty is also doing well
 Links are “no follow” links, so no SEO
value
Aleweb Social Marketing, October 2012

25. Link Value of Pinterest
 Value is in traffic, exposure and
engagement
 60 sites surveyed
Aleweb Social Marketing, October 2012

26. How Important is Social to SEO?
 When asked which tasks SEO
professionals spend time doing overall:
 76% set up and run Facebook business
pages
 74% analyze, track site speed and page-
load times
 69% analyze competitors' backlinks
 64% analyze competitors' content
Aleweb Social Marketing, October 2012

27. How Important is Social to SEO?
 64% set up and manage Google+ business
profiles
 63% analyze data in Google Analytics
 59% blog
 The line between social and SEO is
blurring
 Master one platform before moving on to
another
 Take your followers with you
Aleweb Social Marketing, October 2012

28. Recap
 Social media is useful for:
 Personalized search results
 Traffic and engagement
 Link building
 Affirmation of expertise
 Increased visibility and brand awareness
 Guest blogging opportunities
 Publicity
Aleweb Social Marketing, October 2012

29. The Question?
 Not: "How do I optimize my website to
better rank with search engines?“
 Instead: "How can I optimize my brand
so that it's a sought-after participant in
relevant conversations?"
Aleweb Social Marketing, October 2012

30. Final Thoughts
Low-rent
infographic
from Adam
Sherk
Aleweb Social Marketing, October 2012

31. Questions?
Thank You for coming!
Aleweb Social Marketing, October 2012

32. Contact Information
 Aleweb Social Marketing
 Phone: 860-946-0544
 tara@alewebsocial.com
 twitter.com/eandtsmom
 linkedin.com/in/taraalemany
 facebook.com/AlewebSocial
 alewebsocial.com
 youtube.com/user/alewebsocial
 pinterest.com/alewebsocial
Aleweb Social Marketing, October 2012