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Audio@DR_MyCommerce

Mike McAnally @mmcanally

SEO Optimization: IF CONTENT IS

KING, WHAT IS QUEEN?

@DR_MyCommerce

AgendaDon’t forget the King

Go Mobile

Build Social Authority

Earn Reviews

Benefits

@DR_MyCommerce

The PyramidSEO Basics

are still King

• Crawling

• Keywords

• Content

• Links

The future of mobile is the

future of everything• Your wallet

• Your car keys

• Your house keys

• Your communication

• Your social life

• Your Identity

@DR_MyCommerce

Mobile Growth

Mobile Usage

Mobile Design for SEO

Responsive

Web Design

• One URL

• One Content

• One Code / CSS

• Multiple Devices

Mobile Design for SEOMobile Sites

(m.site.com)• Maximize Site Speed

• Optimize for Phone

devices• Mobile CSS

• Meta Viewport Tag

• Apple Icon

• Mobile Redirection

• No Flash content

@DR_MyCommerce

Mobile Design for SEO

Mobile Sites

• Deliver content

different &

shorter than

main site

• M site first –

Apps later

• Enable Social

Functionality

Mobile Commerce

M-Commerce

• Forrester: Mobile

Commerce to Quadruple

to $31 Billion in Next 5

Years

• Keep shoppers on a one-

way track to your cart

• Streamline the checkout

process

Social Media is Global

Facebook

is the

dominant

network

but there

are others

Social Penetration• Global

Average of

users is 50%

or higher

• 13 Countries

have over

50%

penetration

@DR_MyCommerce

If it works in one market, it will work in all

markets…

• Different markets contain pose

unique challenges:

• Different cultural nuances

• Different dialects

• Multiple languages

Social Global Challenge

@DR_MyCommerce

• True Social engagement can

mean near real time responses

• Translated responses are

most likely public

• Understand the mindset of the

user

• Motive behind

tweet, post, comment, like, etc.

Social Language & Culture

@DR_MyCommerce

• Privacy Laws (EU, Germany)

• Censorship (China, Middle

East)

• Product/Service Disclosures

(APAC & EU)

Social Legal

@DR_MyCommerce

It‟s not just your Site

it‟s your Authority

• Earn Links

• Drive Social Media

Authority

• Create Social Content

Build Authority

@DR_MyCommerce

Social Authority

The transition from Search Engine Marketing

to Social Media Marketing

20

Social / SEO Links -

Increase quantity

and quality

• Links you create

• Links you ask for

and earn

Social Link Building

Links you can create

• Social Networks

• Bookmarking sites and

Directories

• Digital Assets

22

Social Networks

Interact with your Fans

• Gain Likes

• Encourage Shares & Comments

• Link in and out

• Use Features Specific to each

network such as tabs; video, ads

• Don’t ignore the international

networks

23

Micro blogging Networks

Sales need not apply

• Be a business expert in your field

• Provide excellent (public) CS

• Solicit job openings and engage

seekers

• Use Images and videos to tell

your story

• Create your own #Hashtag(s)

24

Business Networks

Become a Thought Leader

• Join the RIGHT groups related to

your business

• Participate in the group

• Connect with members of that

group

• Share your and your company‟s

knowledge

“One that is

dominating or

uncontrollable

because of great

power that ignores a

problem when

everyone knows it's

there, but pretends

everything is OK.”

25

The 800 lb. Gorilla

Who Google's?

Who Searches?

Google Market Share

@DR_MyCommerce

If you can‟t win the game….

Change the rules.

@DR_MyCommerce

28

The Power of Google+

29

Google+ Direct Connect

+1 Recommend

• +1 Helps discover relevant content

• Content recommended by friends

is considered more relevant

• When a +1 button is added Google

assumes this page has trust

• +1 Buttons are considered shares

Google+1

@DR_MyCommerce

Become a Thought Leader

• CLAIM YOUR PAGE

• Add a +1 button to your sites

• Define and add to your circles

Google+ Tips

@DR_MyCommerce

Promote your Site

• Built in recommendation engine at

the click of a button

• High quality links

• Comments and Ratings from users

Social Bookmarking Sites

@DR_MyCommerce

Video SitesVideo‟s are powerful for SEO

• Upload your videos to other networks

besides YouTube

• Keep them short < 2 minutes (Tout)

• Use custom URLs and optimize with

keywords

• Subscribe to a transcription service

• Create a Video sitemap

@DR_MyCommerce

Image Sites

Pictures are worth a thousand

shares

• Images convey a powerful message

about your brand

• Upload to image sites (optimize for

SEO)

• Create or participate in a forum

• Engageconversations

@DR_MyCommerce

35

Infographics

Images on Steroids!

• Infographics are appealing and

easy to digest

• Infographics take a complex

process and break them down

• Infographics are linked to, liked

& shared on Social Media

36

Other Social Content

Content you already have

• Webinars

• Whitepaper‟s PDF‟s

• PowerPoint Presentations

• eBooks

Social Link Building

Links you ask for & earn

• Guest Blogging

• Online PR

• Reviews & Lists

• Crowd sourcing

@DR_MyCommerce

@DR_MyCommerce

BloggingBlogs build Brand

• Produce relevant

keyword-rich content

• Drive Links

• Increase Social Shares

• Content Churn

Online PR

The SEO, Social & PR Marriage

• Stick to high end distribution services

• Write for the journalist, the search

engines, the customer, the prospect and

the social media news networks.

• Optimize for SEO via keywords and links

(don’t get spammy)

@DR_MyCommerce

• Fresh, unique content

• Improve Rankings for

„product name‟ + reviews

• Increased Conversion

Rates

Reviews & SEO

@DR_MyCommerce

• User Generated Reviews

• Downloads

• Links back to site from high

authority sites

• Keyword density

Site Referral reviews

@DR_MyCommerce

• Customers featured directly

in the purchase path

• Reviews help drive sales

• Reviews help companies

improve it‟s products

• Creates new content on Site

On Site Reviews

@DR_MyCommerce

• Review sites compare

products and offer

options to buy or review

• Matrix highlights product

features in comparison

• Often used by Affiliates

List Reviews

@DR_MyCommerce

Engage your

Customers and ASK

them to review you

• Ask for reviews

• Bad Reviews are OK!

Reviews of all Kinds

@DR_MyCommerce

Crowd source Links• User Generated Content

• Testimonials

• Videos

• Images

• Pins

• Contests

Social Link Building – Avoid!

Red Flags to avoid the >>

• Don‟t Link to Farms

• Link Dilution

• Focus on one domain (WWW)

• Prune Links to low quality sites

• Low Quality Syndication Networks

• Comments and Forum links

Content is

King….

Social

Content is

Queen…

and they are

Married

Share your Content

Social Landing PagesSocial Visitors are Different

• Build Trust

• Drive Page Rank

• Quality Content

• Educate (not sell) Customer

• Define CTA & Convert

@DR_MyCommerce

What‟s the benefit??

@DR_MyCommerce

• Engage on Social

Networks

• Build Social Content

• Share content and build

links

• Create a Buzz about your

brand, products and

services

Social Authority

@DR_MyCommerce

52

Search Engine

Reputation

Management (SERM)

• Direct links from Social

Profiles index to 1st page

• Not all profile links are

followed but data shows

added value

The Wallpaper Effect

Takeaway‟s

• “Mobilize” your site for your growing Mobile

focused audience

• Drive Links and Authority by engaging your

customers Socially

• EARN reviews on your site and referral sites

• “Socialize” your site through sharing, creating &

disseminating social content

@DR_MyCommerce

Helpful LinksTool Link

Optimized Mobile Sites https://developers.google.com/webmasters/smartphone-sites/

Responsive Web Design http://www.dotcominfoway.com/blog/responsive-web-design-

infographic

Top Social Networks http://www.ebizmba.com/articles/social-networking-websites

Social Back links http://www.opensiteexplorer.org/

SearchMetrics for Social http://suite.searchmetrics.com/en/essentials

Social Bookmarking sites http://en.wikipedia.org/wiki/List_of_social_bookmarking_websites

SlideShare http://www.slideshare.net

Tout http://www.tout.com/

Review Aggregator http://www.bazaarvoice.com/

@DR_MyCommerce

The Queen is Authority

Build your

Web

Presence

through

Social SEO

@DR_MyCommerce

Thank You

@mmcanally