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Are You There?Are You There?Social Media and Its Impact on Social Media and Its Impact on

SEOSEOPatrick Powers | mStoner

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@patrickjpowers#casesmc

Our Mission

•Review how search engines work.•Acknowledge SEO in highered.•Understand how social media

impacts search results.•Learn 20 tactics for improvement.•Discuss.

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Terminology

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Understanding SEO

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Understanding SEO

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Understanding SEO

Are you an authority?

Are you relevant?

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Authority Factors

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http://www.flickr.com/photos/yandle/4337747398 | http://flic.kr/p/5PdB3C | http://www.flickr.com/photos/ccacnorthlib/4131837946/

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Relevant Content

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Relevant IRL

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seo-browser.com

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SEO Ranking Signals

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http://searchenginewatch.com/article/2065492/The-Role-of-On-Page-SEO-Content-Relevance-Not-Rankings

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So why do we care in higher education?

Search vs. Social Media

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2012 E-Expectations Report

Opportunity Exists

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What role does social media play in this?

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Google Ain’t Playing

•Number of follows/shares

•Authority of the people sharing

•Speed (acceleration or deceleration) of sharing

http://www.searchenginejournal.com/ways-social-media-impacts-seo/48671/

Yes, We Look at Social

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“We do look at the social authority of a user. We look at how many people you follow, how many follow you, and this can add a little weight to a listing in regular search results.”

“Yes, we do use [tweeted links and RTs] as a signal. It is used as a signal in our organic and news rankings. We also use it to enhance our news universal by marking how many people shared an article.”

SEO Ranking Signals

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http://www.searchmetrics.com/en/press-releases/ranking-factors/

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What Can We Do?

http://www.flickr.com/photos/juhansonin/5144239690/

Create Awesome Content

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http://www.flickr.com/photos/aidan_jones/3117146807/

Link to Social Accounts

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Make Sharing Easy

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Define Objects and Images

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<meta property="og:image" content="path-to/mylogo.png" />

Title

Description

Conduct Keyword Research

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Complete Your Profile

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Brand Your Posts

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•Help Google.•Don’t lose you.•Associate your

brand with your posts.•You become the authority on

you.

Claim Your Place

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Name Your Place

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Get On Board with Google+

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Give Credit to the Authors

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“Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining anonymous, then, might be irrelevance.”

- Former Google CEO Eric Schmidt

“Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining anonymous, then, might be irrelevance.”

- Former Google CEO Eric Schmidthttp://blogs.wsj.com/corporate-intelligence/2013/02/01/the-future-according-to-eric-7-points/

Geotag Images

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Leverage YouTube

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Optimize files names.

Close-caption all videos.http://mallorywood.wordpress.com/2011/01/24/10-youtube-tricks-you-need-to-know/

Tweet. Tweet. Tweet.

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Helps content get indexed faster; Cuts index time by

50%.

http://www.mediabistro.com/alltwitter/google-index-content_b36020

Identify Social Influencers

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Chase the Numbers

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Create Awesome Content

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http://www.flickr.com/photos/aidan_jones/3117146807/

Questions?

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Thank You.