SEO and Social Media

23 06 2011

This morning I attended a breakfast session on SEO and Social Media hosted by the Oxfordshire Innovation and Growth Team and presented by Oxford Digital Marketing. It was a really interesting morning – although it just gave me a taste for what can be done, and a rather longer task list than I went in with!

This is a summary of the main points that I came out of the session with:

Search and SEO

– Page 1 gets approx. 88% of the clicks

  • Searchers don’t go past page 1, they change their search terms
  • the top 3 get 70% of the clicks

– Majority of the traffic (50-70%) is from search

– You should optimise different pages for different keywords

– Keywords need to balance the:

  • Number of visitors (make sure there’s enough)
  • Relevant to customers (what they’re looking for, what they’re searching for)
  • Right commercial intent
  • Realistic competition (make sure it’s not too great) – do a phrase search to check the number of competing pages (<30k = low, 30-100k = medium, >100k = high)

– Need other people with good reputations to link to you

  • The more you can influence a link, the less it is taken into account

SEO

– 1 keyword per page is better, more focussed

– Optimise by page, not by site

  • If they get straight to the right page, they’re less likely to bounce. It’s unlikely someone will want your homepage
  • Google ranks pages, not sites

– Optimise the:

  • Title of the page (Include keywords, and preferably only keywords)
  • URL to include keywords
  • Meta description (what search engine shows as the summary)
  • Headings
  • Opening paragraph, body text, closing paragraph
  • Images (alt tags for the visually impaired voice software, but also picked up by search engines)
  • Links from other pages (blogs, press, news sites, forums)

– It’s all about helping the search engine work out what your page is about

Social Media

– Treat it as you would face-to-face networking

  • you don’t go and shout at people about what you do and why you’re so good there, so why do it online?!

– Mindset:

  • No pitching
  • Participate
  • Add value (show what you know and people will ask you for help if they perceive you as knowing what you’re doing)
  • Be transparent

– Find information to share

– Monitor your area of expertise/retail to show you know the marketplace/latest happenings etc.

Blogs

– Great for SEO for your website!

  • Having a blog tells Google your site is alive and means it will check back to see if anything has changed

On-site v. off-site

  • More powerful if it’s on your own website
  • off-site means the hosting site gets the indexing benefits
  • off-site means you can add links onto your site

– Do as much as you can cope with

– Regularity is better

– It doesn’t have to be a thesis (either in content or length!)

  • People tend to prefer short and sweet online

Forums

– Find where your customers congregate

– Post regularly, build reputation to earn your right to sell

Video

– It doesn’t have to be a film of you, it can be slides with a voiceover

– Amazon S3 is an alternative hosting site, where you control the content more

  • You don’t have to have the YouTube ‘try this’ type content at the end of the video

– You can use animoto.com to produce your own videos

LinkedIn

– Build connections

– Join groups and engage

– Optimise your profile – use keywords here as well

– Can export contacts to Outlook

Twitter

– It’s a way of relating to people

– It’s not just for self-promotion; more about helping others and joining in conversations

Facebook

– Much more of a business tool now that they have included pages, and made it more business-focused

– Facebook social plug-in tools for websites

– Facebook Insights

  • Traffic, demographics

– Can now embed any website page within a Facebook page

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One response

27 06 2011
Nicole Locklear

Thanks for sharing! I’m focussing on blogging and social media right now. I think the biggest hurdle is creating interesting content (ie: videos, internviews, surveys, etc).

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