Post on 10-Nov-2014
description
SEO Basics for
Social Media Marketers Sean McGinnis @seanmcginnis
www.312Digital.com sean@312Digital.com
About Me
• Nothing but the finest career choices: – Actor
– Car Salesman
– Lawyer
– SEO Manager
– Whatever’s Next…
• Personal – Husband & father
– Bone marrow donor (#Cocktails4Causes)
• Twitter – @seanmcginnis
• LinkedIn – /in/seanmcginnis
• Blog – www.312Digital.com
• Corp – Thomson Reuters
– Managing Director of www.MBEedge.com
Things we’ll talk about today
• Why search & SEO are important
• 3 Important things to understand about SEO
– Algorithm Basics
– Different Types of Content
– How Social can impact SEO
• 1 Bonus tip
– How I Learned To Stop Worrying and Love Scraper Sites
• 1 Glimpse into the future
Before we begin
• Ground-rules
– Please interrupt with questions
– Please slow me down
– Please give feedback
– Please give ideas for what ELSE you’d like to learn about SEO and/or Social Media
Things we’ll talk about today
• Why search & SEO are important
• 3 Important things to understand about SEO
– Algorithm Basics
– Different Types of Content
– How Social can impact SEO
• 1 Bonus tip
– How I Learned To Stop Worrying and Love Scraper Sites
• 1 Glimpse into the future
Why is search important?
• Well over 100 billion searches monthly today
Who owns search in US?
Who owns search in US?
Year over year growth
Organic v. Paid Search Results
Organic Results
Paid Results
Organic v. Paid Search Results
90% of clicks
10% of clicks
How position impacts CTR
The Long Tail of Search
Chris Andersen Wired Magazine October 2004
The Long Tail of Search
Things we’ll talk about today
• Why search & SEO are important
• 3 Important things to understand about SEO
– Algorithm Basics
– Different Types of Content
– How Social can impact SEO
• 1 Bonus tip
– How I Learned To Stop Worrying and Love Scraper Sites
• 1 Glimpse into the future
Pre-Google
• Hi! I’m awesome, let me tell you all about it…
Back then, sites relied on what site owners told them about their sites to
determine who got traffic.
Commonly referred to today as “On-Site Optimization”
Post-Google
• OMG, you need to buy a car? You’ve GOT to see my man Steve! He’s AWESOME!
The Google algorithm also factored in the number of links to a page in an
effort to measure trust and authority.
Commonly referred to today as “Off-Site Optimization”
The Power of a Link
Things we’ll talk about today
• Why search & SEO are important
• 3 Important things to understand about SEO
– Algorithm Basics
– Different Types of Content
– How Social can impact SEO
• 1 Bonus tip
– How I Learned To Stop Worrying and Love Scraper Sites
• 1 Glimpse into the future
Different Types of Content
• Text
– Blog articles & comments
– Press releases
– Forums
– Q & A sites
– Social Profiles
• Pictures
– Images used in posts
– Pictures in social sites like Facebook, Flickr, Picasa & more
• Video
– Most likely hosted video on social sites like Facebook, Youtube, Vimeo & more.
Hmmm. Who should I write for?
Users Search Engines
Be Awesome!
Create Content for Customers/Community
Awesome Content Gets Shared!
Create Video for Customers/Community
Awesome Content Gets Shared!
Take & Tag Pics!
Things we’ll talk about today
• Why search & SEO are important
• 3 Important things to understand about SEO
– Algorithm Basics
– Different Types of Content
– How Social can impact SEO
• 1 Bonus tip
– How I Learned To Stop Worrying and Love Scraper Sites
• 1 Glimpse into the future
Social Built Directly Into Search
Social Links Count for SEO
Google & Bing Confirmed
• Links shared on Facebook & Twitter are counted for organic SEO
• Your profile on twitter is taken into account when determining how to weigh the value of links shared
Things we’ll talk about today
• Why search & SEO are important
• 3 Important things to understand about SEO
– Algorithm Basics
– Different Types of Content
– How Social can impact SEO
• 1 Bonus tip
– How I Learned To Stop Worrying and Love Scraper Sites
• 1 Glimpse into the future
Content Scrapers
• Scrapers suck!
– Difficult to prevent.
– Why not turn to your advantage?
– Liberally link back to your own content within blog
– Many scrapers maintain links intact – create new inbound links which helps SEO (not a lot, but at least a little)
Things we’ll talk about today
• Why search & SEO are important
• 3 Important things to understand about SEO
– Algorithm Basics
– Different Types of Content
– How Social can impact SEO
• 1 Bonus tip
– How I Learned To Stop Worrying and Love Scraper Sites
• 1 Glimpse into the future
Looking Forward
Web Page Web Page Link
What does this really tell Google? It hints at some relationship
Web Page Web Page
Provides context, defines relationships, gives meaning. Imagine what search will look like next!
Things we’ll talk about today
• Why search & SEO are important
• 3 Important things to understand about SEO
– Algorithm Basics
– Different Types of Content
– How Social can impact SEO
• 1 Bonus tip
– How I Learned To Stop Worrying and Love Scraper Sites
• 1 Glimpse into the future
Questions?
Thank You!
– @seanmcginnis
– /in/seanmcginnis
• Blog
– http://312Digital.com