Tag Archives: social media

Social Media and SEO Integration-5 Key Strategies for Higher ROI

Social Media/SEO Integration: 5 Key Strategies for Higher ROI

To the budget-conscious marketer, it can still be a challenge to connect social media to real return on investment. “How can tweeting or wall posts translate into sales or revenue?” some wonder, “and is this the most efficient investment of my limited resources?”

Many are unable to find concrete answers to these questions and therefore are hesitant to hop on what some term the “social media bandwagon.” Rather than recognize social media as a lasting, valuable marketing channel, they regard it as an unproven and less-than-predictable distraction that offers few conventional media metrics.

But that’s simply not true.

How to Make Friends and “Sell” Social Media and SEO
Social media can do more than offer uniquely powerful benefits (such as increased visibility, deeper insights and stronger relationships with customers). In fact, social media has also become a critical component of a successful SEO strategy.

Social media and SEO are a package that must be sold together.

The issue, however, is that many marketers present social media campaigns as standalone efforts, rather than a brilliant opportunity for cross-channel integration and optimization, most notably in the case of SEO.

To have the biggest impact, social media and SEO must be presented as an integrated package and executed in unison. Think about it: algorithmic search engine rankings rely in part on the quantity and quality of inbound links to your website; therefore, a successful SEO strategy goes hand-in-hand with link building. And because links are a reward for great content, the key is to create unique, link-worthy content.

A smart social media strategy can then help you disseminate content and build links back to your site. Furthermore, social media allows you to be proactive with your link building efforts by publicizing and energizing your content. Hosting the content on social media networks also enables you to galvanize discussion and engagement around your content, which can then help it spread like wildfire. Social media can also help you win multiple Page 1 search engine listings, allowing you to dominate the SERPs through a combination of brand websites and social media pages.

With that in mind, here are 5 critical elements to a great SEO-Social Media strategy (be sure to include these in your internal or Client presentations!):

1. Align Your SEO and Social Media Objectives. Add Twitter and Facebook to your SEO tool kit (or, if you must, utility belt). Your goal as an SEO is to achieve rankings, and social media is what’s going to help you do it.

2. Define Your Success Metrics. Higher traffic and higher rankings are not end goals unto themselves. Work to obtain rankings for highly relevant keywords that’ll result in qualified traffic that ultimately leads to conversions.

3. Determine Your Segments. Use your marketing chops to identify, segment and target your customers. Different segments may search differently, even when looking for the same content. Define your segment and optimize with the keywords they use and understand; in other words, utilize keyword intelligence and keyword-driven techniques to inform your optimization decisions so that customers will be more likely to find (and respond) to you.

4. Develop a Content Strategy. Produce valuable, targeted content for your customer segments in order to drive qualified traffic and conversions. Once again, in-depth keyword analysis can reveal what customers are looking for and are interested in. Create content around these themes and trends for maximum relevancy.

5. Coordinate Your Social Media Strategy. Social media networks don’t exist in a vacuum. Bridge your social media efforts to engage multiple communities and increase the spread of your content.

Social media and SEO can often be a hard sell, but they are invaluable to any company hoping to run a successful and cohesive web marketing strategy. More than anything, remember that social media and SEO must work in tandem. So, be proactive, and open the door to the increased SEO value and new marketing opportunities this smart integration offers.

Source

Majestic Social Media offers amazing social media and SEO work so be sure to check out our website at http://www.majesticsocialmedia.com/ or like our fanpage at http://www.facebook.com/UtilizeSocialMedia


Search Engine Optimization in an Increasingly Social World!

While many (foolishly) argue that SEO is dead, that isn’t likely to happen soon. Many experts tells us that SEO is here to stay, and I agree.Social-SEO

But SEO is changing rapidly, and one of the biggest forces driving those changes is the increasingly social nature of the web. (social media)

Search Engine Motivations

One fascinating thing about SEO is the constant change. Most of us experience this through the changes made by the search engines to their results, such as the recent advent of Google Boost. What interests me more is what motivates these changes?

We could provide the simplistic answer of “increasing profits,” which would be correct, but it isn’t sufficient. It may sound trite, but the answer for both search engines is increased user satisfaction.

In Google’s case, this is measured by click-through rates, low bounce rates, and a variety of other metrics. These types of metrics are seen by the search engines as social signals.

Google’s sources for this data include: Google Analytics, the Google Toolbar, Custom Search Engines, and user behavior within the search engine itself. Data available to everyone includes user engagement with social media sites. Google has more access to data on user behavior than any other entity on the planet.

Some of you may think I’m missing the fact that large companies are inherently evil and Google is no exception. Let’s not debate that point. The profit motive of Google (and Bing as well) is well served by high levels of customer satisfaction.

Google’s huge market share is the key source of its profits, and they have a huge disincentive to drive down that market share. If you were Google, would you make changes that increase your profits today by 5 percent if you knew that you would lose 10 percent in market share over the next year, probably to an extremely dangerous competitor, such as Bing or Facebook? No.

That market share is the golden goose that drives profits. Google wants to maintain or increase that market share by using the enormous amounts of data it has to constantly test new ideas and increase user satisfaction.

bing&facebookWith Bing and Facebook pushing new and innovative ideas, the pressure is enormous. Users aren’t compelled to use Google, and all these services are free, so switching costs are low. Don’t piss me off Google, or I’ll take my searches elsewhere!

Social Sites

Another aspect is the interactions on social media sites. Sites such as Facebook and Twitter are the obvious examples, but there are also user reviews, comments in various forums, spam complaints, blog postings, news articles, and more. These all provide signals to the search engines.

Volume of activity is one signal. Lots of references to your site is certainly an interesting data point, but sentiment analysis also allows search engines to get a signal as to whether people like what you’re doing. Sentiment analysis may not be in active use by the search engines at this time, but it’s hard to believe that it won’t be in the future.

Thinking about a spammy link campaign? Think again, because someone might decide to spill the beans on you and start a raging discussion on a blog, or set of blogs, about your site, or do it on a forum somewhere. That would provide negative sentiment signals.

Plan to do some guest posting and provide people with crappy articles because all you care about is the link? Bad idea.

Starting to build thousands of crappy web pages to capture the long tail of search? Could well backfire on you.link-building

In our highly social online environment, the true spam police is us. Our behavior on a web site can impact the way the search engines perceive it.

What we write as comments on a blog post is crawled, interpreted, and read. Is there a risk of manipulating this collection of signals? Not easily.

Social communities guard the sanctity of their environments more thoroughly than any search engine ever could. Spammers still can run a bot that jams thousands of comments into inactive forums and blogs, but the search engines aren’t going to put much weight on that. A discussion involving a popular Twitter user, or on a popular blog like TechCrunch will get a lot more weight.

How Does Social Behavior Affect SEO?

The main impact is on the amount of time you must focus on providing a positive user experience on your web site.

Website conversion optimization is now an important part of SEO. So is a deep understanding of usability and web design. As Kim Krause Berg would argue, a holistic approach to usability and SEO is required.

Traditional SEO thinking would tell us that videos and graphics should be used sparingly, and that text is king. However, the web is a place where instant impressions matter most, and few people want to engage in paragraphs of text.

Put another way, people want visual experiences. If you don’t take the time to do that, what are you? To many, that is the mark of a spammer.

People don’t hang out for long periods of time on sites that they believe are spam. This may not be entirely fair, but the judge and jury is the user.

This doesn’t mean that text is dead. It still plays a big role in driving the long tail, and providing the search engines with context that they can’t get from other signals. So you should have text as a part of your pages, but if you implement large gobs of text on the page you may drive users away and hurt your SEO results to boot.

Balance is key. In addition, there are some types of pages where large quantities of text are highly desirable. Someone who just found out they have cancer will want to read everything they can get on the topic.

From a link building perspective, it’s important to provide value wherever you go. Give them something valuable to link to. Or, if you’re giving them an article, give them good stuff to post.

Is that guest post something that someone might tweet? If you spew a hundred articles out in guest posts and no one ever tweets any of them, you’ve just provided a signal of low quality user experiences that reflects poorly on your site.

Embrace the Social WebThe Social Web

Instead of focusing on the negative, focus on the positive. Embrace the social web, feed it good stuff, and it will embrace you back.

This isn’t meant as a “build and they will come” statement. You need to actively promote your stuff. You need to tell the world about it.

But, if you’re truly a contributor, no one will mind. In fact, they will jump right in and do some promoting for you. Now that’s a positive signal!


PPC 101

The Changing PPC Landscape and Challenges for the Search Marketer

One could argue that there are three main PPC players right now: Google, Yahoo and MSN. Ask.com has a smaller market share, around 7% (Comscore

PPC 101 from majestic social media-seo

2006) while Google commands around 50% of all the searches. 2nd tier search engines, like Kanoodle, Dogpile and Mamma, niche business search engines like Business.com, or even PPC networks such as Quigo, give us as search marketers many options for our paid search advertising.

However, along with all these options come challenges:

  • Data Management and Integration – how do you capture and act on all this data?
  • Targeting Options – Google offers geotargeting, time and day parting, with Yahoo hot on their heels with a similar set of options in their upcoming fall 2006 release. MSN even offers lifestyle targeting and demographic data on their searcher data. How do you properly configure these parameters?
  • Competition – How do you see what your competitors are doing? How much they are bidding?

PPC Optimization Levers

Short vs. Long Term Optimization Levers
Short Term – Done every couple days – examples: adjust CPC bids, monitor/adjust coverage monitor 3rd party PPC tool settings, adjusting budget to adjust coverage
Long Term – This takes more planning and analysis – biweekly or monthly – examples: new text ad creative/offers, study/adapt to competitor ads/creative ideas, adding new keywords, changing overall bidding strategy

Campaign Structure

Having a well organized PPC campaign can help you in several ways:

  • Easier to manage your budgets, targeting and ad positioning settings (Google, MSN)
  • Allows you to quickly see what is going on with your PPC campaigns at the campaign level, before you jump in and get lost right away at a more granular level
  • Organized campaigns lead to better organized ad groups/categories and thus more relevant keywords and higher response rates.

 

For more information on how Majestic Social Media can help you with your PPC needs please visit www.majesticsocialmedia.com
We would like to thank our friends at www.outofboundscommunications.com for this blog.


Social Video Marketing