danish masterclass 4: social media optimization + analytics training
DESCRIPTION
Last part (4/4) of the training material I prepared for the Masterclass of Digitalmarketingforung DM10 in Holsterbro, Denmark http://www.dm10.dk. Topics: Social Media Optimization, Analytics and Site / SEO Clinic. Check out the complete series of presentations here on Slideshare. More social media marketing news, info and presentation at my blog http://www.globalsearchinteractive.netTRANSCRIPT
masterclass
search + social media marketing
15 november 2010holstebro, denmark
massimo burgio global search interactive / sempoPARTS 8-10
SMO ANALYTICS
CLINIC
masterclass
search + social media marketing
PART 8SMO
DigitalAssetsOptimizationDAO
SocialContentOptimizationSCODigitalMediaOptimizationDMOSocial
MediaOptimizationSMO
RelevantOptimizedContentROC
MediaAssetsOptimizationMAO
let’s talk about multimedia optimization
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
social media optimization
on-page tactics / process
of trying to get one's
content more widely
distributed across multiple
social media networks
SocialMediaOptimizationSMO
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
online media assets for universal search
search query: sushi restaurants copenhagen
blended results• web pages• images• maps• local listings• videos• news• real time• meteo• books• advertising
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
online media assets for universal search
search query: mountain bike denmark
blended results• web pages• images• maps• local listings• videos• news• real time• meteo• books• advertising
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
long tail in universal search: case history
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
eye-tracking on google serp BEFORE universal search
eye-tracking on google serp AFTER universal search
cognitive aspects in universal search
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
real time
news
images
vanity URLs
RSS feeds
videos
maps
text
social media optimization focus
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
text
real time
news
images
copywriting in pagescopy in commentscopy in votes / opinionsanchor texts / links
vanity URLs
RSS feeds
videos
maps
social media optimization focus
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
text
real time
news
images
keyword-rich tweetskeywords in status updatesblogs / forums comments
vanity URLs
RSS feeds
videos
maps
social media optimization focus
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
text
real time
news
images
online press releasestweets (hashtags)status updates
vanity URLs
RSS feeds
videos
maps
social media optimization focus
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
text
real time
news
images
same as SEOeverywherecreate albums + collectionstags and rich descriptionsvanity URLs
RSS feeds
videos
maps
social media optimization focus
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
text
real time
news
images
branded/unbranded keywords in username – some will turn into vanity URLs and rank on searchvanity URLs
RSS feeds
videos
maps
social media optimization focus
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
text
real time
news
images
lots of tips coming uptake notes!
vanity URLs
RSS feeds
videos
maps
social media optimization focus
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
social media optimization: blogs
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
• choose the right blogging platform• a keyword-rich blog name / URL• title of a post before the name of site in title tag• always use permalinks and trackbacks• adopt heading tags (h1 , h2, h3) for post headings • keywords in title, body, anchor text• add relevant keywords and descriptions to metatags• keep in mind keyword density, proximity, ratio• focus on content relevancy• use both tags and categories• link to authority sites - don’t exceed with outbound links• remove dead links• link to other posts on your site• alt / title attributes on images• optimize your RSS feeds• avoid duplicate content• use a clean code• generate a sitemap • use a robots.txt file • implement Google Analytics• claim your blog in Technorati – don’t forget to ping• submit both blog and feeds to directories
blog optimization: 22 tips of blog SEO
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
social media optimization: RSS feeds
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
Channel info:
<Title> name of feed channel<Link> URL homepage of blog/website’s channel<Description> description of channel’s topics and content
News (article) info:
<Title> Title (with keywords) of the news article<Link> URL to full post<Description> description of post’s topics and content (teaser)
create an optimized RSS feed• proprietary feed• fedburner.com• simple code• validate the feed (validator.com)• register to your own feed• don’t forget to ping
social media optimization: RSS feeds
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
social media optimization: RSS feeds
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
social media optimization: RSS feeds
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
Google BlogSearch Ping Service
Yahoo!
DMOZ.org
MSN LiveSearch
Ask.com / Ask.co.uk
MyYahoo! / MyMSN
Technorati
FaganFinder.com
Weblogs.com
blo.gs (Yahoo!)
Blogflux.com (Eatonweb)
Photoblogs.com
Sphere.com
Answers.com
About.com weblogs.about.com
Best Of The Blogs weblogs.botw.org
Guardian Newsblog blogs.guardian.co.uk
Syndic8.com
RSSMicro.com
MillionRSS.com
RSS-Network.com
2RSS.com
RSSHugger.com
Search4RSS.com
FeedFury.com
MyFeedz.com
YourFeeds.com
Topix.net
IceRocket.com
Plazoo.com
Octora.com
StrategicBoard.com
Genwi.com
Fastbuzz.com
Blogdigger.com
social media optimization: submit RSS feeds
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
social media optimization: online video
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
social media optimization: online video
on-site video hosting• complete control on video content
• meta tags and encoded video meta information under control
• search engine targeting through SEO techniques
• bandwidth + disk space costs
• time/material to encode videos, create web pages, optimize assets
• video encoding software cost + complexity
third parties video hosting• automatic encoding
• marketing to a larger “captive audience”
• simplified search algorithm
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
social media optimization: online video
video hosted on site• encode videos in several formats and for high-bandwidth. always give a low-res option
• popular formats: MPEG, QuickTime, Real, Windows Media, Divx
• use relevant keywords and “rich names” for video files / directories
• encode video with rich metadata. use keyword research tools (wordtracker, google adwords)
• optimize the web page hosting the video (including text content and transcriptions) for performance in organic/universal results
• simplify URLs and directory tree. put the video directory off root if possible.
• include a link to video page in footer / sitemap
• create video RSS feeds (MRSS)
• submit videos and sitemaps/RSS to search engines
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
social media optimization: online video
video hosted on third party site• encode videos with the best possible quality accepted by video sharing sites
• use watermarks and opening/closing titles to protect your assets and to create branding effect – choose creative commons to maximize distribution
• optimize video submission using good (keyword-rich) titles, descriptions, tags, geo-targeting, links and, if possible, a full text transcription of the video
• develop a solid link building strategy. anchor texts are (still) important to google
• allow download, share, embed, comments, replies - all social features to maximize distribution
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
viral video distribution: tubemogul
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
youtube marketing and more
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
more video SEO tips from SEOmoz
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
social optimization: google maps / local listing
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
• google grabs data from different sources, usually
the most relevant result for a local search
• get your address right – consistency of address
across all sites
• phone numbers – don’t forget the country code
• register with google's local business center –
yahoo!'s local search – live/bing search local listing center
• service and/or product name in business name and descriptions
• city name in the business name and description – location close to city
center – reviews, especially good ones
• add photos and videos – coupons are also a good move on local search
social optimization: google maps / local listing
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
http://bit.ly/google-local-listing
good advice on optimizing google local listings
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
http://bit.ly/google-local-listing
good advice on optimizing google local listings
more video search stories: parisian love
http://bit.ly/parisian-love-story
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
more video search stories: parisian love
http://bit.ly/parisian-love-story
masterclass
search + social media marketing
PART 9ANALYTICS
traffic to web / blog• web analytics• google analytics• omniture and more expensive platforms• server logs and proprietary solutions• KPIs, conversions
measuring social media traffic
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
traffic to social networks• facebook / youtube insight• video views
measuring social media traffic
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
traffic to social networks• facebook / youtube insight• video views• tubemogul
measuring social media traffic
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
measuring social media engagement
traffic to social networks• facebook / youtube insight• video views• tubemogul• engagement / social KPIs
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
brand reputation management• nielsen buzz ratings• google news alerts• twitter search• twilert, twitterfeed• socialmention.com• scoutlabs• who’s talking• monniter, tweetbeet• ....
measuring social media buzz / reputation
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
masterclass
search + social media marketing
PART 10DETOX
detoxclinicSEO+
social media optimization in 12 steps
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
SEO DETOX clinic: 12-step program
1 - forget your website
2 - forget PageRank
3 - tags are more important than metatags
4 - an image is worth more than 100 words
5 - a video is worth more than 100 images
6 - flash is good (if not invasive and well optimized)
8 - share what you know (social search)
9 - share what you like (social bookmarking)
10 - other people’s content is good too (embed, like)
11 - do not buy links, generate them
12 - ranking on Technorati is good as ranking on Google
7 - share what you own (RSS) +SEOMassimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
masterclass
search + social media marketing
+SITE
CLINIC
massimo burgioglobal search interactive / sempowww.globalsearchinteractive.net [email protected]/massimoburgiotwitter.com/massimoburgiolinkedin.com/in/massimoburgioslideshare.net/massimoburgio
tak!