Webinar: SMX Advanced

SMX-Seattle-2011

Keeping Up with the SEOs

We at SEO.com eat, live, and breathe search engine marketing so you don’t have to. Because of that, we just sent our director of SEO, Albert Mitchell, to one of the nation’s leading SEM conferences, SMX Advanced Seattle, and he is going to recap his trip in a webinar this Thursday.

With the cutting-edge information about search engine optimization that Mitchell brought back, we make sure our clients stay on top.

When you listen to this webinar you ensure some of that success for yourself. Be prepared to learn:

  • How to use social media for optimization purposes
  • Data showing the correlation between techniques and results
  • Helpful tips and tools for your website

If you are ready to thrust your website from the search engine void into top rankings, save time and energy by listening to this webinar and learn from a company that is prepared to boost your online presence.

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Webinar Transcription

Pat: Thank you for joining us. We have a great webinar planned today. We have SEO.com SEO director Albert Mitchell with us. Albert just returned from SMX Advanced Seattle, which is one of the nation’s leading search marketing conferences. And Albert is here to report back to us about what he learned there. It’s a lot of interesting stuff about “SEO-ing” your social media, or making sure your social media is optimized so that as many people see it as possible.

Albert: Absolutely. It’s interesting because a lot of people consider SEO to be strictly link building or on-page optimization, but there are a lot of different things that go into this. One of the things that surprised me right off the bat when I went to the conference was that so little of it was about SEO. In reality, it’s because the purpose of SEO is to drive money-making traffic to your site, and some of that traffic comes from social media like YouTube, Facebook, Twitter, FourSquare, or LinkedIn. There are lots of different ways that you can get traffic to your site. If we consider SEO or search engine marketing as strictly a way to drive traffic to your site that makes money, then why not use multiple streams?

Pat: Absolutely. Tell us some of the discussion along these lines?

Albert: One of the interesting things is that Facebook is getting to be a huge powerhouse in the market now. When it first came out, it wasn’t much of anything, but it’s getting to be a power to be reckoned with. Rand Fishkin did some studies that talked about correlation. Now, correlation is not causation—let’s say that to begin with—and I’ve got a slide showing some of the details on that. They went through and found the top sites that ranked for particular terms, and they pulled a lot of terms and looked to see what was causing those particular pages to show up. They said that the raw number of Facebook shares is one of the highest correlated factors to ranking. In Rand’s own words, he said, “Facebook has a crack-ton of shares.”

The interesting thing, though, is that this was a point of disagreement. During the discussion, Matt Cutts from Google disagreed and said, “No, we aren’t looking at it.” I’ve included a link to what each of them said in different sessions of the conference. I tend to believe that reality is more along the lines of what Rand Fishkin said. This graph shows that Facebook seems to have a positive effect on rankings—not just the number of Facebook shares, but also the number of Facebook likes and comments. In general, we can see that this definitely is a correlating factor.

It is interesting that Tony Adam from Myspace presented on Facebook. It’s not usual that you have someone from Myspace sharing about Facebook… one of those funny little things. There are 620 million emails versus 700 million Facebook accounts. When we consider this—and I’m just talking about your top email providers: Gmail, Yahoo, Hotmail, etc.—we’re looking at the difference between 620 million and 700 million. Right now Facebook has something called the “send” button. When you consider that there are 700 million Facebook accounts out there, that has the potential to become the new email. Instead of people emailing others, they could start sharing or sending things across Facebook. So Facebook has the potential to become the leading source of sharing information.

Webinar Highlights

  • Having company pages that people can share on Facebook is critical in your efforts to gain more visibility to customers.
  • One thing you can do to make people interact with your Facebook page is to hide most of it until they click ‘like,’ and then provide plenty of opportunities for them to jump from Facebook to your website.
  • Use interesting content and contests to get people to keep coming back to your site.
  • You want to engage your audience by responding to their comments and likes. The friends of those who like you on Facebook are more likely to find you as well.
  • NFO is “newsfeed optimization,” the SEO effort for Facebook. To optimize your Facebook page, update very often and put up relevant content. Photos and videos will stay in user newsfeeds longer than regular posts, which may last only a few hours.
  • Post native Facebook videos rather than just embedding YouTube videos in your Facebook page, as native videos will last longer in the newsfeeds.
  • Make certain that your website also leads users to Facebook. You want those who first visit your website to ‘like’ you just as much as those who first go to your Facebook page.
  • Figure out what your primary Twitter strategy is. It may be commerce and lead generation, customer service and complaint monitoring, reputation management, or promotional messaging.