During Social Media Week Chicago I joined with Carolyn Shelby to talk SEO and Social Media at the Tribeca Flashpoint Media Arts Academy. Link: http://socialmediaweek.org/chicago/events/?id=86059

1. / COVARIO / Social Media Week
©2013Covario, Inc. All rights reserved.
DAVE ROHRER – SR. SEO – COVARIO
IMPROVING SOCIAL MEDIA WITH SEO
@daver

2. IMPROVING SOCIAL MEDIA WITH SEO
In 20-minutes or less …

3. HOW DO SEARCH ENGINES WORK?
3
 Web pages must be accessible to the search engine crawlers (spiders)
 Web pages should include unique optimized titles and meta-data
 Content should be optimized to support target keywords and keyword phrases
 Offsite optimization must be used to promote site
Optimized Titles
Optimized Descriptions
Optimized Linking
Optimized Content
1.700,000
results for
“social media week”

4. WHAT IS SEARCH ENGINE OPTIMIZATION?
What is Search Engine Optimization (SEO)?
The active practice of optimizing a website to increase traffic the site
receives from search engines
Used as an additional internet marketing strategy, SEO considers how
search engines work and what people search for
Optimizing a website to both increase its relevance for specific keywords
and to remove barriers to the indexing activity of search engines
involves editing its:
 CONTENT (What words are used)
 ARCHITECTURE (Folder structure and addresses)
 LINK PROFILE (Who links to it)

5. ELEMENTS OF ON-PAGE SEO
On-Page Optimization elements include:
• URL Optimization
• Quality Relevant Content
• Titles
• H1 Tags
• Anchor Text for Keywords
• Meta Descriptions
• Alt Image Tags
• Keywords
• Optimized Video and Image Assets
• Clean Code
• Fast Loading Site
• Conversions
• Schema .org and RFDa

6. ELEMENTS OF OFF-PAGE SEO
Off-Page Optimization elements include:
• Tweets
• Quality External Links
• Likes
• Pins
• Comment Links
• Authoritative External Links
• Directory Links
• Weak External Links
• Citations and Brand Mentions
• Stumbles

7. QUICK SEO CHECKLIST
7
 CMS Optimization
 Template
Optimization
 Information
Architecture
 Flash Optimization
 Website Compliance
 Pages Discoverable
 Content is visible
Technical
 Titles
 Metadata
 Headers
 Content
 Content Includes
Keywords
 Internal Linking
 All Assets are
Available &
Optimized
Popularity
 Link Optimization
 Content Syndication
 Optimize Press
Releases
 Associate with
Relevant
Neighborhoods
 Increase Entry
Points
 Social Media
Optimization
Analytics
 Keywords
 Traffic
 Page Views
 Position
 Qualified Leads
 Conversions
 ROI
Marketing

8. SEO PROCESS

9. KEYWORD RESEARCH AND SELECTION
9
Keyword Research
& Selection
Aggregate Keywords
Additional Keyword Research
Keyword Density Analysis
Gold-list Keywords
Map Gold-list Keywords
to PLP’s
Finalize
Keywords
Sources:
Historical Paid Search Data
Internal Search Data
Client’s Current Content
Competitor Websites
Google Keywords Tool
Google Trends
Bing
Word Tracker
Client Input
Dependence:
Approved scope and SEO plan
Site Redesign
Client Keyword Approvals
Categorize Keywords
Into Tiers

10. TEAMS

11. TYPICAL MARKETING ORGANIZATION
Where are you?

12. COMPANY DEPARTMENTS
Source: http://cisacertified.blogspot.com/2011/07/identifying-roles-in-corporate.html
Marketing
IT

13. COMPANY DEPARTMENTS
Marketing Security Manufacturing Risk Management
Sales IT Legal Department Community
Affairs
Operations Research &
Development
Purchasing Logistics
Customer Service Public Relations Business
Development
Client Services
Human Resources Marketing
Communications
Analytics Social Media
Accounting
Department
Purchasing Finance Media
Information
Management
Web
Development
App Development Market Research

14. SEO’S TYPICAL WORKING RELATIONSHIPS
Marketing Security Manufacturing Risk Management
Sales IT Legal Department Community
Affairs
Operations Research &
Development
Purchasing Logistics
Customer Service Public Relations Business
Development
Client Services
Human Resources Marketing
Communications
Analytics Social Media
Accounting
Department
Purchasing Finance Media
Information
Management
Web
Development
App Development Market Research

15. MY RECENT RELATIONSHIPS AS SEO
Marketing Security Manufacturing Risk Management
Sales IT Legal Department Community
Affairs
Operations Research &
Development
Purchasing Logistics
Customer Service Public Relations Business
Development
Client Services
Human Resources Marketing
Communications
Analytics Social Media
Accounting
Department
Purchasing Finance Media
Information
Management
Web
Development
App Development Market Research

16. MY RECENT RELATIONSHIPS AS SEO & SM
Marketing Security Manufacturing Risk Management
Sales IT Legal Department Community
Affairs
Operations Research &
Development
Purchasing Logistics
Customer Service Public Relations Business
Development
Client Services
Human Resources Marketing
Communications
Analytics Social Media
Accounting
Department
Purchasing Finance Media
Information
Management
Web
Development
App Development Market Research
@daver #smx #21B / 16 / ©2012 Covario, Inc. All rights reserved.

17. MARRIAGE MADE ONLINE?

18. SEARCH & SOCIAL SYNERGIES
Contribution or
Social Push
Higher Search
Rankings
(Contributive Popularity)

19. IN ACTION
19
Read More: http://www.covario.com/2013/08/measuring-your-content-marketing-efforts-with-rio-seo-social-
analytics-5/

20. HOW TO AVOID A DIVORCE
20

21. WIL PUT IT BEST
21
Full PPT: http://www.slideshare.net/wilreynolds/enterprise-seo-
link-strategies-for-busy-marketers

22. ENJOY SOCIAL MEDIA WEEK!