Tony Zeoli presentation at WordCamp Raleigh 2016 on Social SEO for Business with All in One SEO Pack

1. Social SEO for
Business
presented by Tony Zeoli
@tonyzeoli | @dswks
https://tonyzeoli.com | https://digitalstrategyworks.com

2. @dswks
About
• Digital Strategist @dswks
• digitalstrategyworks.com
• tonyzeoli.com
• WordPress, SEO, Social Media
Integration, Content Marketing, Analytics)
• Founder and Co-Organizer of WordPress
Chapel Hill
• Two and a half decades working with web
technologies
• BS in Digital Communications and Media,
New York University
• WordPress.org Member since February 18,
2005 (11 years)

3. @dswks
What it’s not?
• Social SEO not a “ranking signal” today (but could be in future).
Links from Facebook, Twitter, Google+ do not increase your
page rank or help you land higher in search.1
• Google views Twitter and Facebook posts as “pages” but has
low confidence in their “authorship,” which is very important to
search.
• Google crawler is finite and cannot crawl social “pages” (posts,
tweets) as they change over time. Even Google has a limit.
Cannot index trillions of posts, so takes representative sample.
• Sites with “high social engagement” are usually great sites
anyway and generate high quality back links organically.

4. @dswks
So what is it?
• Ensuring the social posts you
create are optimized.
• Title
• Description
• Site
• Image, Video

5. @dswks
Branding
• Ultimately, everything we do is about branding.
• Crafting the right message for our intended audience is
critically important and we don’t want to leave it to chance
that our audience sees something we don’t want shared.
• Past: Brands and Publishers did not have control over
what was being shared in social news feeds.
• Today: OpenGraph provides the basis for crafting the
intended message - not the message social news feeds
decide you might want to see.

6. @dswks
OpenGraph

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How it works

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OG Tags

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Select the Share Image
• If don’t set OG for Image, the sharer then has control over which image is shared.
• The image you want shared might not be first loaded in page and can only be
selected by navigating the images (as shown below).
• Facebook may pull the available Site Title and Description, but you may want to
retain the Title and Description for SEO and change it for Social Meta.

10. @dswks
Managing Your Open Graph
• All in One SEO Pack (Free and Pro)
• Social Meta Manager allows you to easily manage your on
site Social Meta for Open Graph
• Set home page image from media library or set to call the
featured image, first image in page, and more.
• Set Post, Page, Custom Post Type, Taxonomy Social
Meta, so when a page or post is shared, the correct Title,
Description, Image, and Video is in the social share.

11. @dswks
Google Knowledge Graph
• Adds link, org/person, and name to “knowledge graph card.”
• https://developers.google.com/search/docs/guides/enhance-site

12. @dswks
Facebook
• Find your Facebook Admin ID
• http://findmyfbid.com/
• Is you personal Facebook page ID
• Generate a Facebook App ID for a Website
• Must have a Facebook Developer Account
• https://developers.facebook.com

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19. @dswks
Facebook and Twitter Cache
• Both Facebook and Twitter cache content. Each service
has tool to dump cache and clear old content.
• Facebook Debug Sharing Tool
• Clears Facebook cache of last known images, title,
description
• https://developers.facebook.com/tools/debug/sharing/
• Twitter Card Validator
• https://cards-dev.twitter.com/validator

20. All in One SEO Social
Meta Demo

21. @dswks
Reviews
• Google, Facebook, Yelp, Trip Advisor, and others fighting for
reviews of your business.
• Customers will:
• publish a review with services they know
• may not realize they should post review on your website
• We lose the SEO value of our reviews by having them published
on other sites
• The trade-off is you have reviews everywhere, but then reviews
are disparate and have to mange reviews in multiple places

22. @dswks
Reviews
• A customer won’t see a review of your business on
Facebook, unless they are driven to your Facebook page.
• A customer will see a review of your business in a Google
search if your business has a “knowledge graph card.”
• Google My Business - https://www.google.com/business/
• Google will pull schema.org microdata for star reviews and
place it under your search result.
• Google will display star reviews for a landing page, not a
home page.

23. @dswks
References
1. Does Social Media Affect SEO? Matt Cutts
Answers by Traphagen, Mark, 7 June 2016, online,
Internet, Source:
https://www.stonetemple.com/googles-matt-cutts-
understanding-social-identity-on-the-web-is-hard/