First up is Marty @aimclear
Brand Identity Feed
The SEO stuff doesn’t have to do with SEO
Offering strong incentive for existing community classic social advertising and PR hooks: product updates, deals, offers, commercial plays, hr news, etc…
It’s not about fancy SEO changes
Use classic feed marketing tactics
Alltop – go to Alltop and find your site and reach your users
Internal relations: start by wiring up internal stakeholders
Get to know the media: bloggers, tv journalists, publishers, newspapers, radio jocks, circle subscriptions as seo targets
Run facebook ads to people who are in your niche
Customer service: intersection of commerce and seo
The best SEO is a product that doesn’t suck
Celebrate community: where your business lives
Sync with publication calendar
Blog headlines and serial concepts – then returned to aimclear with client feedback
AJ Kohn has written about optimizing Google+
More aggressive participation
- set community based KPIs
- Active participation to serve and delight
- Research and proactively engage users
- social ads to build circles
- give, give, give, give, give
- network w/ competitors’ community
@aaronfriedman from Spark
Buy ads on Facebook
Don’t neglect your network
Don’t use generic images
Be useful and helpful.
- Twitter longtail suggestion
- opengraph optimization
- “tweet what you want” code
tweet the longtail. First, find the keywords. Second, look at the social data (socialmention). Next, develop content. Have a list of users for outreach. Grow your network.
OpenGraph Optimization. Sample of 300 webpages. The OG meta tags content is sometimes empty.
OG titles: 95 characters
OG desc: 297 characters
Put some code in your twitter button: p class “tweetThis” – change you message the next day
Engines are more social – THE RISE OF ENTITY SEARCH
Engines are creating a new database, a non-text database
It’s about understanding concepts through words
verbs, action attribution, frictionless sharing
Entities are the sections in the SERPs
Be excellent to eachother and relevant for what you want to be known for.
The future of entity search is interest-based demographics
What I tell you I am interested in defines me
Social data is your attributes
Klout and Peerindex and mentionmapp are already defining you based on your interest and influence
Focus on rel-author
- This will play a huge role in entities
Focus on quality content
- Develop according to what users are looking for
Spend time growing your userbase
Next up is @rhea CEO at Outspoken Media, Inc
The future of search is personalization.
The business case for personalization.
Google Personalization methods Oct. 2006 seobythesea.com
Google Now personalizes everyone’s search results Dec. 2009 by Danny on SELand
- Search History
- Social Search
Check out google.com/history to see your search history
Google allows you to connect accounts. And they crawl that profile and they start to see the network.
How does google track your friends?
- Interactions you have with other people on google products
- Connected accounts
- Friends on other sites who connect to you
2 primary signals to identify you:
- similarities between your accounts and profiles
- similatiries between your connections
PostRank, now Social Reporting in Google Analytics
Measure personalization in GA
Rhea shows 41% of OM traffic is signed into Gmail
Amit Singhal: secure search was the key to personalized results
Rhea thinks ‘not provided’ would let us deconstruct personalization, and it would be much easier to game
Google doesn’t want to take over Facebook, they want to enhance search with the search graph
The BIGGEST LIST OF TACTICS!
Write geo-targeted content (location specific organic keywords)
Use schema.org markup language (Schema informs freebase, which then is used by Knowledge Graph)
Offline networking to build relationships
Identify networks where if you get in a car wreck, you probably also need a chiropractor, a mechanic, etc…
Make your site mobile friendly.
Targeting for multiple languages.
Write great relevant content.
Submit data through Freebase.
Setup authorship – it improves clickthrough.
Brand thought leaders.
Publish content often.
If you are not on facebook publishing content, you are a dumbass.
Create community account logins. Let people login on your site through Facebook.
Use gmail for login.
Use events to drive queries.
Create and post to Google+ page
Setup Google+ Direct Connect
Increase your Google+ followers
Use LinkedIn to identify your network
Use facebook login for comments
Create long and short tail content (check out hubspot for resources)
Engage community like SEOmoz — threaded comments, vote on comments (ego bait)
Marty,with personalization, do you still use rank checking tools? – Nope.
What are your thoughts about buying personalization? It sounds really shady.