Presented at InnoTech Oregon on May 3, 2012. All rights reserved.

1. When Search and Social Collide
Presented by:
Leisa Hall Mark Brundage
VP of Client Service Business Leader
Anvil Media, Inc. Adaptu.com

2. Anvil Media, Inc. Background
100% of account team Google AdWords & Analytics certified
100% of account team published and spoken in the industry
High client & employee retention
Founding member of SEMpdx trade association
Majority of clients come from word-of-mouth and referrals
Award winning: PBJ Fastest Growing, Inc 5,000, AMA MAX

3. Agenda
• Why is Social so important to search?
• SEO Success Factors
• Creating Shareable+Social Content
• Adaptu Case Study

4. Why is social so important to
search?

5. “Yes, I can confirm that we
do use Twitter & Facebook
links in our web search Matt Cutts
Google Search Quality Team
rankings.”

6. Overall Ranking Algorithm: SEOmoz

7. Google Plus Your World
 Keyword > You
 Google+ content
 Social signals & behavior

9. Future Ranking Factors

10. SEO Success Factors
10

11. Balance between
communication and optimization

12. Development
process

13. Ongoing
maintenance

14. Ability to generate
or leverage content

15. Social (Shareable) Content =
SEO Content

16. Universal Search

18. Above the Fold Information
1 “About” box that will vary by type
of business – 150 characters
2. Photos – native application that
will always be in first position and
shows the most recent photo
uploaded
3. Custom apps – photos are 110 x
3 74 pixels and can be customized.
1
4
2 4. The rest of your custom apps
which can be rearranged, except for
the photos native app

19. Highlight a Story
Highlight a post to
expand across both
columns

20. Highlight a Story

21. Pin Posts to Top
Only use for content that
you want to have high
visibility
Posts stay expanded at
the top of the timeline for
7 days
New method to feature
content with the demise
of custom landing pages

22. EdgeRank –
How to Maintain Visibility

23. EdgeRank Explained
Based on EdgeRank – Fans see the pages
and people they interact with most.
Build affinity by encouraging weighted
activity through engaging content.
The average brand posts are seen by less
than 10% of their fans

24. How to Stay in Feeds
Always include a thumbnail or
a video
Ask open ended questions
• Don’t state opinions, use fill in the
blank
Short, focused posts
• Posts with 80 or less characters
result in 27% more engagement
than posts with 80+
Interact with fans

26. Optimizing Individual Videos
Conduct keyword research using
YouTube keyword tool:
https://ads.youtube.com/keyword_tool
Descriptive, catchy titles with
keywords included
Optimize Tags
• Relevant tags that describe the
video
• Use as many tags as possible, while
staying relevant
• Most important tags should match
keywords from title and description
• Avoid usage of “and, “or”, and similar
words

27. Include Call-to-Action
End each video with a
call-to-action

29. g+ Profile

30. g+ Participation = Influence
Image/Example Credit: http://mashable.com/2012/02/21/google-plus-1-seo/

31. g+Button

32. More Social Friendly Content

33. Your Blog

34. Guest Blogging

35. WhitePapers

36. Reviews

37. Infographics

38. Infographics

39. Make it Easy to Share

40. Content creation can be daunting.

41. 3 Commandments for Successful
Social Content
Yes, just THREE.

42. #1: Your Brand & Voice = TRUTH
(you audience CAN handle it)

43. #2: Say things your audience cares
about.
(like this lady does)

44. #3: Keep it fresh.
(enough said.)

45. A Real Life Case Study: Adaptu

46. Adaptu Background
77
86% 40%
Million +
Number of people People who feel it People who don‟t have
who don‟t Pay their is ok to default on any type of retirement
bills on time each your Mortgage savings or plan
month and walk away

47. Adaptu in the Social World

48. Staying on Top of Fresh Content
• Blogger Relationships
• Participate in Social Media
• Be Relevant/ Timely
• Newsworthy topics
• Listen

49. Know Your Audience
• Social monitoring tools
• Variety based on need and price
• Scan for key works and topics
• Manage your brand
• Look Who‟s talking

50. Getting in Front of the Right People
Using tools to „Fish where the Fish are‟
What People are What people are
Using Influencers
talking about? searching?
(Alexa/ Klout/
(Social (Google
Radian6)
Monitoring) Analytics/ Anvil)
Keyword
Targeting Site Optimization
(SEM/ SEO (Tagging)
Landing Pages)

51. The Proof is in the Stats
Unique Visitors
Site Duration
Number of Page Views
Conversions
Cost /Member (good)

52. Conclusion

53. What You Need to do to Succeed
• Ensure your site is ready for SEO Prime-Time
• Create Social Content, Content & More Content
• Know Your Brand
• Know Your Audience
• Keep It Fresh

54. Thanks!