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Social Media and SEO

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					Social Media & SEO Get Traffic Now!!
Tony Adam
February 25, 2009

YAHOO! CONFIDENTIAL

Overview
• Clearing up the rumors and myths • Social Media
– How to Approach Social Media – What type of content does well in Social Media – What sites to target in Social Media and the tools/plugins

• SEO
– Research – Site Architecture – Content is King

– Links can make you a King

• Wrapping it all up

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What Social Media Marketing is not.

Social Media Marketing is NOT just a project, it is a dedicated Marketing Program.

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Let’s get some things straight about SEO!

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Don’t put all your eggs in one basket, Diversify!

• Facebook and Twitter are great for Branding, not for large quantities of traffic • Digg and Reddit are great for bursts of traffic, but not constant bursts of traffic like StumbleUpon

• Focus on ALL FORMS of Social Media, not just Social Networks and Social News.
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Social Media isn’t ONLY about Traffic!

Visibility

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What does the Visibility Translate into?

• Branding & Mindshare

• Traffic
– Quick Bursts of Traffic over 24 hours

• Links
– Bloggers, Writers, Journalists look to Social Media for Resources
– Articles are picked up and linked to.

– Powerful Resources are consistently linked to within Article Content.
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Resourceful Content

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Newsworthy Content

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Controversial Content

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Humorous Content

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Odd & Outrageous Content

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It’s all about the Sales Pitch!

A good Title and Description can Make or Break your Social Media Submission.

See: http://www.seomoz.org/blog/how-a-good-title-and-descriptioncan-make-or-break-your-social-media-submission

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Which Social Media Site do I target for my audience

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So what site should I target?!

It’s all about your target audience
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Buttons, Widgets, Upvotes, Ahhh!!

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What are some good resources and tools?
• Ultimate resource for Social Media Buttons, Tools, etc. by 10e20:
http://zi.ma/smbtr • StumbleUpon Toolbar: http://www.stumbleupon.com/download.php • Social Media Toolbar: http://www.97thfloor.com/social-media-for-firefox/ • Delicious Bookmarks: https://addons.mozilla.org/en-US/firefox/addon/3615
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Case Study: Think you don’t need Social Media?!

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Who is ready for some SEO Hotness?!

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Where does SEO start? It’s all in the Research!

• Keyword Research
– TARGET keywords that make the most sense

• Competitive Research
– Look at competitors and what they are targeting.

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Applying the research to your Content

Title Tags
Meta Tags Headings URL structures ALT Tags

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Title Tags, Meta Tags, Headings, ALT Tags

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You’ve heard it before, Content Is King!

Create Fresh, Compelling, and Resourceful content that will bring people back for more!

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Consistently Fresh User Generated Content

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What kind of content?

Blogs and User Generated Content are important for both SEO and Social Media.

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URL Structures are extremely important.

Create a Flat URL structure that is short and keyword rich.

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Example URL Structures
• Yahoo! Games
– http://games.yahoo.com/ – http://games.yahoo.com/free-games – http://games.yahoo.com/arcade-games – http://games.yahoo.com/board-games – http://games.yahoo.com/card-games – …etc...

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Duplicate Content is Bad!

One Piece of Content = One URL

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Links can make you a King!

Links are the most important ranking factor. The key is ensuring you have Keyword Rich Anchor Text.

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Internal Linking

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It’s a Popularity Contest people!!

External Links are like votes from other sites telling Search Engines your content is Important.

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Down the stretch we come!
• Create a Social Media Marketing Program for both Traffic and Visibility

• Gain an understanding of where your Audience lives and what they are looking for, for both Social Media and SEO
• Don’t worry about competitors, but keep an eye on them. • Be sure to have a consistent and clean SEO Site Architecture (title tags, urls, etc.) and leverage keywords • Leverage Social Media for your SEO Efforts:
– Create compelling content and allow for UGC that does well on Social Media and drives links for SEO

• Win the popularity contest in SEO by getting the most votes through External Links from Authority sites.

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Resources:
• Message Boards and Forums: http://www.big-boards.com

• Complete Web 2.0 Sites Directory: http://www.go2web20.net/
• SEOMoz Beginners Guide to SEO http://www.seomoz.org/article/beginners-guide-to-searchengine-optimization • SEO Toolbar by SEO Book: http://tools.seobook.com/seo-toolbar/ • SEO for Firefox by SEO Book: http://tools.seobook.com/firefox/seo-for-firefox.html

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THANK YOU!

Tony Adam

Manager, Search Traffic Acquisition
Yahoo! Audience Marketing tadam@yahoo-inc.com http://tonyadam.com/blog http://twitter.com/tonyadam (@tonyadam)
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Description: My Social Media and SEO Presentation for Gravity Summit at UCLA.