Top of the pile: Juggling SEO basics, social media and user review sites
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![Page 1: Top of the pile: Juggling SEO basics, social media and user review sites](https://reader035.fdocuments.net/reader035/viewer/2022070314/554cd54eb4c905d6488b4b2c/html5/thumbnails/1.jpg)
#WYSTC2013 #SocialSEO
Top of the pile: juggling SEO basics, social media and user review sites
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PRESENTED BY:
KAYLA PATTERSON
GOMEDIA COORDINATOR
[email protected]@kaylapatt | @_GoMedia_
TIFFANY HARRISON
OUTREACH MANAGER, GOABROAD.COM
[email protected]@ttmharrison | @GoAbroad
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MAIN TOPICS
Understanding SEO
How Social Media Influences SEO
How to Optimize your Social Media
Key Takeaways
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Understanding SEO
#WYSTC2013 #SocialSEO
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WHAT IS SEO?
QUESTION 1:
Do you consider your website to be one of the most important pieces of your business?
WHY?
9/10 times, a student is researching you online before calling you
HINT:You
Should!
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WHAT IS SEO?
QUESTION 2:
Who understands what SEO is, and is your website optimized for SEO?
LET’S DEFINE:
Search Engine Optimization (SEO)
ALGORITHMS:
One [online] recipe to rule them all
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WHAT INFLUENCES SEO?
WHAT USED TO WORK:
• Keywording• Massive Quantity of Backlinks• Exact Match Domains
WHAT YOU NEED TO KNOW NOW:
• 200+ Ranking Factors of Google• User Experience• Quality vs. Quantity• Social Media
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ANALYZING SEO
GOOGLE ANALYTICS
TERMS TO KNOW:
• Bounce Rate• Referral Traffic• Conversions• Organic Traffic• Social Media Referrals
WHAT IS DATA MINING?
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ANALYZING SEO
GOOGLE WEBMASTER TOOLS
• How is your site performing on a technical level?
• How does a search engine view your website?
MAJOR THINGS TO UTILIZE:
• Site Errors• Sitemaps• Generic Info• Manual Penalty Check, Disavow Tool,
Reconsideration Request
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TIPS WHEN ANALYZING SEO
• Major Pieces to Watch:Traffic, Bounce Rate, Conversion Time, Time on Site, Pages Indexed
• Log Out When Checking
Rankings• Document Changes to Website
& Marketing Efforts• Google Rich Snippet Tool• Ranking Isn’t Everything• Heatmaps
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ANALYZING SEO
HAVE YOU BEEN AFFECTED BY RECENT CHANGES?
• Manual vs. Algorithmic Penalties• Track & Make Annotations in Google Analytics
HOW TO TRACK CHANGES
• Panda• Penguin
FOCUSING ON TWO MAJOR UPDATESTIP:Know Google’s Quality Guidelines
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FOCUSED ON CONTENT PROVIDED TO USERS ON-PAGE
• Algorithmic penalty?• Do you provide value to users?
WERE YOU IMPACTED?
PANDA UPDATE
• Higher value-added content = higher weight• Content audit: quality over quantity• Include a larger variety of content• Use data!
HOW TO CORRECT:
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Adding content is great, but will also take
time to see improvements!
THE IMPACT:
PANDA UPDATE
• Rankings• Traffic from organic searches• Exit rate• Time on site
WHAT TO WATCH FOR:
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EXAMINED THE EXTERNAL REPUTATION FOR YOUR WEBSITE
• Concerned with website backlink profile• Penalizing sites for poor/spam-like backlinks• “Link Farms” = poor indicators to Google = devalued
search results• Rel = Follow vs. Rel = Nofollow
PENGUIN UPDATE
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• Have you purchased backlinks?• Notified in Google Webmaster Tools• Examine your analytics: are any links pointing to
your site suspicious?
WERE YOU IMPACTED?
• Identify links with Google Webmaster Tools• Disavow them• Request for reconsideration
HOW TO CORRECT:
PENGUIN UPDATE
Only Build
Natural Links!
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WHAT ’S NEXT FROM GOOGLE?
REFINING AUTHORSHIP
• PPC & other pay models
COMPETITION IN ORGANIC SERPs
RICHER MEDIA & DIVERSITY OF SERPs
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ONE LAST IMPORTANT TIP
ALWAYS CONSIDER THE USER EXPERIENCE!
Ask yourself: How do my marketing decisions impact the user experience of my website?
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How Social Media Influences SEO
#WYSTC2013 #SocialSEO
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HOW SOCIAL MEDIA INFLUENCES SEO
WHAT CHANNELS SHOULD YOU BE ON?
YOUTUBE
GOOGLE+
BLOGS
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HOW SOCIAL MEDIA INFLUENCES SEO
DIRECT FACTORS:
# of Facebook
fans
# of Facebook shares
# of Facebook comments
# of Twitterfollowers
# of Twittermentions &
links
People that have you in circles on Google+
# of Pins linking to you on
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HOW SOCIAL MEDIA INFLUENCES SEO
INDIRECT FACTORS:
Increased inbound
links
Increased positive reviews
Decreased bounce rate and higher time on
site
More repeat visitors
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HOW SOCIAL MEDIA INFLUENCES SEO
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HOW SOCIAL MEDIA INFLUENCES SEO
GOOGLE SOCIAL SEARCH
study abroad
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HOW SOCIAL MEDIA INFLUENCES SEO
GOOGLE SOCIAL SEARCH
Bungee jump in new zealand
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Did you know you have a PageRank?
HOW SOCIAL MEDIA INFLUENCES SEO
Google has confirmed they try to calculate author quality on Twitter & Facebook
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How to Optimize yourSocial Media
#WYSTC2013 #SocialSEO
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Understand the channels you are using and how Google recognizes them
01
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Use great content that people will want to share
02
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Create robust profiles03
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Remain active and flexible04
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KEY TAKEAWAYS10 Steps to Being More Successful with SEO and Social
#WYSTC2013 | #SocialSEO
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Prioritize your website01
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Understand how SEO can help you02
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Become familiar with the main influencers of SEO
03
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Analyze your SEO efforts04
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Invest in the user experience05
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Understand social signals06
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Invest in your social strategy in order to promote more social signals
07
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Optimize your social channels08
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Create & share great content09
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Watch the magic of SEO happen!10
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QUESTIONS ?
KAYLA PATTERSON
GOMEDIA COORDINATOR
[email protected]@kaylapatt | @_GoMedia_
TIFFANY HARRISON
OUTREACH MANAGER, GOABROAD.COM
[email protected]@ttmharrison | @GoAbroad