Social Media and SEO

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 -2- Yahoo! Confidential What Social Media Marketing is not. Social Media Marketing is NOT just a project, it is a dedicated Marketing Program. -3- Yahoo! Confidential Let’s get some things straight about SEO! -4- Yahoo! Confidential 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. -5Yahoo! Confidential Social Media isn’t ONLY about Traffic! Visibility -6- Yahoo! Confidential 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. -7Yahoo! Confidential Resourceful Content -8- Yahoo! Confidential Newsworthy Content -9- Yahoo! Confidential Controversial Content - 10 - Yahoo! Confidential Humorous Content - 11 - Yahoo! Confidential Odd & Outrageous Content - 12 - Yahoo! Confidential 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 - 13 - Yahoo! Confidential Which Social Media Site do I target for my audience - 14 - Yahoo! Confidential So what site should I target?! It’s all about your target audience - 15 Yahoo! Confidential Buttons, Widgets, Upvotes, Ahhh!! - 16 - Yahoo! Confidential 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 - 17 Yahoo! Confidential Case Study: Think you don’t need Social Media?! - 18 - Yahoo! Confidential Who is ready for some SEO Hotness?! - 19 - Yahoo! Confidential 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. - 20 - Yahoo! Confidential Applying the research to your Content Title Tags Meta Tags Headings URL structures ALT Tags - 21 - Yahoo! Confidential Title Tags, Meta Tags, Headings, ALT Tags - 22 - Yahoo! Confidential You’ve heard it before, Content Is King! Create Fresh, Compelling, and Resourceful content that will bring people back for more! - 23 - Yahoo! Confidential Consistently Fresh User Generated Content - 24 - Yahoo! Confidential What kind of content? Blogs and User Generated Content are important for both SEO and Social Media. - 25 - Yahoo! Confidential URL Structures are extremely important. Create a Flat URL structure that is short and keyword rich. - 26 - Yahoo! Confidential 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... - 27 - Yahoo! Confidential Duplicate Content is Bad! One Piece of Content = One URL - 28 - Yahoo! Confidential Links can make you a King! Links are the most important ranking factor. The key is ensuring you have Keyword Rich Anchor Text. - 29 - Yahoo! Confidential Internal Linking - 30 - Yahoo! Confidential It’s a Popularity Contest people!! External Links are like votes from other sites telling Search Engines your content is Important. - 31 - Yahoo! Confidential 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. - 32 - Yahoo! Confidential 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 - 33 - Yahoo! Confidential THANK YOU! Tony Adam Manager, Search Traffic Acquisition Yahoo! Audience Marketing tadam@yahoo-inc.com http://tonyadam.com/blog http://twitter.com/tonyadam (@tonyadam) - 34 Yahoo! Confidential