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Content Marketing SummitSOUTHEAST 2013
Travis WrightSEOcial Media BROBusiness Relationship Optmiziation
Norton by Symantec
@teedubya
Who is this Travis Wright dude?• Stand-up comedian since 1995.• Web designer & developer since 1996. • Helped Roll out GTE’s “Superpages.com” in 1997.• SEO & “Geo-Targeting” business websites since 1998.• Entrepreneur - Cofounded Multiple Startups• Global Social Media Awesomeizer – Norton • Marketing Provocateur. Crowdsourcerer. Trafficologist. • Bullshit word maker.• @teedubya on Twitter.
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Who is this Travis Wright dude NOT?
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BUSINESS RELATIONSHIP OPTIMIZATIONBRO is the new SEO…
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SOCIAL IMPACTS SEARCH, BRO.
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#smssummit
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SOCIAL SHARING = LINK BUILDING 2.0
• Facebook Fanpage Likes• Facebook shares• Twitter followers• Tweets including your brand or a link to your website• Google+ “have you in their circles” • Slideshare Views• YouTube Views• Pinterest Re-pins• Tumblr Reblogs• Authority and Influence of those “Bros" sharing your content Resource: Google Ranking Factors 2012 - Searchmetrics
SOCIAL SIGNALS AFFECT RANKINGS
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ACTIVITIES TO INCREASE BRO
1. Develop Blog Outreach Strategy2. Identify Influencers3. Use Blog OutReach Tools
• GroupHigh & Buzzstream4. Use Gmail Plugins
• Rapportive & Yesware5. Use Data.com / Jigsaw.com 6. Connect with Journalists
• Help a Reporter Out [HARO] • MuckRack
7. Acquire Author Accounts
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BECOME A THOUGHT LEADER
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BECOME A THOUGHT LEADER
via Hubspot@teedubya
SOCIAL SIGNALS
Matt Cutts has repeatedly said that quality content is key to Google rankings, and Bing’s Duane Forrester reminded marketers that “all SEO ranking signals revolve around content of some kind” at SMX Advanced 2011.
Matt Cutts - Google
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SOCIAL SIGNALS
Duane Forrester - Bing
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CONTENT CREATION ECOSYSTEM
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V. - VideosI. - ImagesT. - TextA. - AudioL. - Links
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WHAT ABOUT NORTON, BRO?
Created with SimplyMeasured, TagCrowd, Wordle and Photoshop
Image credit: Bonkers World.
NAVIGATE THE CORPORATE SILOS, BRO.
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NAVIGATE THE CORPORATE SILOS, BRO.
@NortonOnline us.norton.com http://facebook.com/norton
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GOOGLE & BINGSearch is more than …
Twitter Trends & Search
Hashtagshttp://hashtags.org/ | http://tagdef.com/
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SEO Your Video, BRO.
SEO Your Video, BRO.1. Use a suitable video filename2. Put Your Keywords First3. Include Keywords in your Video Voiceover4. Upload a Transcript file for Video Captions5. Build an Authoritative YouTube Channel6. Upload Videos Regularly7. Respond to Comments on your Videos8. Create and Use Playlists9. Encourage Social Signals10. Build Backlinks to your Videos
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Facebook Graph Search opens up many different opportunities, BRO.
@teedubya#smx
Pinterest now allows for Pins, Boards and Pinners to be searched... It’s a great way to find influential content.
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Brands who have a Tumblr are getting some love from Tumblr.
RESOURCE: http://brands.tumblr.com
@teedubyaus.norton.com Norton.Tumblr.com @NortonOnline http://facebook.com/norton
REPURPOSE CONTENT.
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Norton Blogs
Repurposing content in other shareable formats can create great results!128,851 Views
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Norton Blogs
SOCIAL SHARING OPTIMIZATION.
Anatomy of a Share Snippet
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B
C
D
A. Share Blurb
B. Title
C. Description
D. Image
E. URL (Title link)
E
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Structured
Social
Sharing
Formula
OG:Title
OG:Description
OG:Image
OG:Type OG:URLz
UTM Variables
Share Blurb for FB & G+
Hashtags Twitter / Retweetable
Document& Track
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Dana Lookadoo
@lookadoo
Presentation - SlideSharehttp://yseo.us/sssf
SSSF Worksheethttp://yseo.us/sssfw
Facebook Open Graph: http://ogp.me/
Wordpress SEO by Yoasthttp://wordpress.org/extend/plugins/wordpress-seo
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By integrating social and search into your content with rel=author tag, you can gain more visibility for all of your content.
RESOURCE: http://bit.ly/rel-author-resource
Author Rank
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By integrating social and search into your content with rel=author tag, you can gain more visibility for all of your content.
RESOURCE: http://bit.ly/rel-author-resource
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Twitter Cards
Summary Card: Default card, including a title, description, thumbnail, and Twitter account attribution.Photo Card: A Tweet sized photo card.Gallery Card: A Tweet card geared toward highlighting a collection of photos.App Card: A Tweet card for providing a profile of an application.Player Card: A Tweet sized video/audio/media player card.Product Card: A Tweet card to better represent product content.
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Twitter Cards
http://dev.twitter.com/cards
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Summary
Title, Description, Thumbnail, and Twitter account attribution.
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Photo
A Tweet sized photo card.
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Gallery Cards
A Tweet card geared toward highlighting a collection of photos.
App
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A Tweet card for providing a profile of an application.
Player
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A Tweet sized video/audio/media player card.
Product
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A Tweet card to better represent product content.
SOCIAL CONTENT TOOLS
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Advocate Technology Platforms
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SYSOMOS
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Open Graph www.ogp.me Sysomos www.sysomos.com
UnMetric www.unmetric.comPercolate www.percolate.com
Social Bro www.socialbro.com HARO www.helpareporter.com
Muck Rack www.muckrack.com GroupHigh www.grouphigh.com
Buzzstream www.buzzstream.com Union Metrics www.unionmetrics.com
SimplyMeasured www.simplymeasured.com
CONCLUSION OF THE CHIEFS STORY.
http://leesmallwood.com/
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Conclusion of the Chiefs Story???
Art by @ChrisSembower
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