leveraging social media for seo

Leveraging Social for SEO

@fighto - SearchWilderness.com #DoSocialSEO

Who Am I?

Paul Shapiro

SEO Director @ Catalyst, a WPP Agency

Newsletter: http://pshapi.ro/searchnewsletter

Email: paulnshapiro@gmail.com Blog: SearchWilderness.com Twitter: @fighto LinkedIn: linkedinin.com/in/paulnshapiro

“Give a man Twitter and he may or may not Tweet, but give a man a hashtag and he

shall tweet about thy topic”

#DoSocialSEO

How does Social Media integrate with SEO?

Poll: How does Social Media

integrate with SEO?• One word answers.• Don’t use hashtag if voting via Twitter.

Voting (Options):

Web: go to PollEv.com/paulshapiro033

Text message: text the number 22333 with 903363 + one word answer

Tweet: @poll 903363 + one word answer

Poll Results

View Poll Results

Social SignalsGoogle Doesn’t Use Social Signals as Part of Its Ranking Algorithm

Correlation ≠ Causation

“If you make compelling content, people will link to it, like it, share it on Facebook, +1 it, etc. But that doesn't mean that Google is using those signals in our ranking.”

–Matt Cutts

Social Shares Correlation

In other words…

Content that performs well on social media is the same kind of content that performs well in search.

– SHARABLE content does well. This is content that gets shared on social media and accumulates backlinks.

– Social sharing AMPLIFIES content. Social sharing improves content visibility, getting that content in front of more eyes, helping you attract links.

Link Building

Integration Point

Link Building withGoogle+

Promote Something Here

http://pshapi.ro/gpluslinkbuild

https://plus.google.com/people/find

Link Building withYouTube

Link Building withTwitter

https://followerwonk.com

http://mnmldave.github.io/scraper/

http://nielsbosma.se/projects/seotools/

http://www.allmytweets.net/

Control + F: “email” or “domain dot com”

Twitter Website Analytics

• Through Twitter Ads. Set-up information:http://pshapi.ro/TwitterWebsiteAnalytics

Social Listening• Make sure you are doing at least rudimentary

social listening for SEO purposes. Link opportunities will present themselves.

http://www.social-searcher.com/

Data for Optimizations:Keywords

Integration Point

Social Language = Natural Language

• The keywords and language extracted by social tools is very natural and very conversational.

Keyword Data: Tellagence

“Cruise Niche”

http://www.tellagence.com/

Fast and easy content & keyword insights beyond what is accessible with standard keyword research tools.

• “miss”– People missing friends they made on their cruise

• Content: How to stay in touch with cruise friends so you don’t miss them as much.

• “fat”– People concerned with weight gain on cruises

• Content: How to not gain weight and enjoy yourself on a cruise.

• “captain”– People discussing who the captain is on their cruise ship.

• Content: Do you have bio pages for your cruise captains? You should.

• “phone” & “service”– People saying they will be out of touch, away from phone because they

won’t have service• Content: Is it true that you won’t have service? Convince people to use phone

on board.

• “cold” & “winter”– People want to go on Caribbean cruises when it becomes cold in the

winter locally• Content: Winter or cold weather cruises and cruise deals.

Knime – Social Keywords Workflow

AnimatedExample

(No SlideShare)

http://www.knime.org/

Knime Output

http://grepwords.com/

Hootlet While You Search

http://www.hootlet.com/

Data About Users

Integration Point

1. Created a new LinkedIn Profile

2. Signed-up for Premium trial

3. Embed profile with a 1px by 1px iFrame on website:

See the people/demographics of people visiting my website that are logged into LinkedIn!

Pair with Other Data

…and more data

https://qeryz.com/

Data for Optimizations:Testing

Integration Point

Meta Description

• Tweet = 140 Characters• Meta Description = ~155 characters

Use twitter to quickly and easily test meta description language to improve CTR!

Use https://analytics.twitter.com and examine Engagement Rate.

Test Headlines• Write different headlines for a post. Shorten with

URL shortener like Bit.ly and examine CTR. – You can even look at how your CTR compares to

other accounts sharing the same content.

Content Ideation

Integration Point

Finding the Questions People are Asking

• Tips for traveling with your dog?• How can I stop my dog eating my cat

food and my cat eating dog food• is it healthy to feed my dog vegetables?• Treats for a Toothless Dog• dog can't swallow food• Tips for traveling with your dog?• How can I stop my dog eating my cat

food and my cat eating dog food• Dog constantly begging for food• is it healthy to feed my dog vegetables?• Treats for a Toothless Dog

http://faqfox.com/

Finding the Questions People are Asking

http://pshapi.ro/QuoraDoc

Ideas that get shared

http://buzzsumo.com/

Questions?

Contact Information

Paul Shapiro

SEO Director @ Catalyst, a WPP Agency

Newsletter: http://pshapi.ro/searchnewsletter

Email: paulnshapiro@gmail.com Blog: SearchWilderness.com Twitter: @fighto LinkedIn: linkedinin.com/in/paulnshapiro

leveraging social media for seo

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