When you’re planning marketing communications, it is increasingly important to optimize every outlet that might populate or affect your company’s search results or “digital shelf space.” As social signals become more and more prevalent in determining organic search results and rankings, it’s essential for companies you to create a dynamic keyword strategy for social media campaigns. Join Max Silver, Social Media Marketing Specialist at 451 Marketing, as he outlines: The increasing impact of social media on search engine results How to define the top keywords for your social media campaigns How to craft and execute your brand’s strategy to enhance posts’ rankings in search engines

1. Social SEO- Enhancing Social Signals to Increase
Search Traffic| 02.07.2013

2. Max Silver
Social Media Specialist
617-329-9835
msilver@451marketing.com
www.linkedin.com/in/maxesilver
@maxesilver
www.451Marketing.com

3. Search engine popularity has increased
Worldwide, 1,722,071,000,000
searches conducted on Google last year.
(Yes, that’s trillion)
4,717,000,000 Per Day

4. Search Engine Results Page (SERP)
Search
Query
Paid
Results
Organic
Results

5. SEO: The Three C’s
Code Content Connections

6. Concept: Digital Shelf Space
YOUR
BRAND
YOUR
BRAND
YOUR
BRAND YOUR
BRAND

7. 1 Billion Users
500 Million Users

9. Social Media and Search: A Brief History
Indirect
Queries
Social Media Search Traffic
Direct
SEO
Social Media Search Results
Likes,
Shares,
Social Signals Follows
Social Media Page Ranking

10. Social Directly Affects Search Results
and Rankings
90mm+
Google
users see
personalized
SERPS

11. Google+ Part of Logged-out Results

12. Tweeted URLS Earn Direct Links

13. Bing Results Show Posts by Facebook Friends

15. Digital Shelf Space: Expansion
YOUR
YOUR
BRAND
BRAND
YOUR
YOUR BRAND
BRAND YOUR
BRAND
YOUR
BRAND YOUR
BRAND
YOUR YOUR
BRAND BRAND YOUR
BRAND

16. Facebook Graph Search
Taking Social Search to a New Level

17. How We Consume Information
Third Screen

18. Digital Shelf Space: Maximized
YOUR
YOUR
BRAND
BRAND
YOUR
YOUR BRAND
BRAND YOUR
BRAND
YOUR
BRAND YOUR
BRAND
YOUR YOUR
BRAND BRAND YOUR
BRAND

20. Social Ranking Factors
• How many social followers/fans you have
• How many re-tweets, likes, shares, +1s
• Who is sharing your content, their authority,
their reputation
• Popularity and quality of content
• Timeliness and “trust” of content
• Patterns

21. Social Keyword Strategy

22. Choosing Social Keywords
• Come up with a list of 10 keywords that
includes:
• 5 static terms you would like to rank
for throughout the year
• 5 flexible terms that change with the
content on your site or blog.
• Start this process by checking your Google
Analytics account and finding your top
keywords
• Round off your list with “must win”
keywords. These are terms you would like
to consistently rank higher.

23. Choosing Social Keywords
In Google’s (free) Keyword Tool, we can
enter general terms that relate to the
main theme. The tool will then list
suggestions for related keywords as well
as their search volumes.

24. Choosing Social Keywords
• Before you solidify your list, you should
enter your keywords into the Google Trends
tool.
• If the graph shows very little activity for
“head” terms, you may want to reconsider
using them.
• Low activity on “long tail” terms may be an
avenue of opportunity

25. Using Social Keywords

26. Using Social Keywords

27. Optimize URLs

28. Optimize Blogs

29. Optimize Posts and Updates

30. Success Stories

31. Success Stories

32. Success Stories

33. Success Stories

34. Takeaways:
1. 2013 is Year of Social Signals
Research keywords and social topics to inspire a social content plan
2. Define a Social Keyword Strategy
Build out both static and flexible keywords to use across social platforms
3. ABO: Always Be Optimizing
Constantly be using your social keyword strategy, as well as updating your
flexible keywords based on trends

35. Questions?

36. About 451 Marketing
• Founded in 2004
• National communications agency based
in Boston and representing Los Angeles,
New York, San Diego, and Las Vegas
• Managing Partners Nicholas Lowe,
AJ Gerritson, and Tom Lee
• Named a 2011 and 2012

37. Integrated Communications
The experienced team at 451 Marketing specializes
in integrating public relations, social media, and
search marketing tactics into dynamic
communications campaigns.
We work with brands to build awareness, engage
customers, and drive business using custom,
integrated communications campaigns.