Tag Archives: SEO

SEO easier then Social media are u serious

There are a fair number of excellent search engine optimization experts (SEOs) in the wild, but there are countless social media marketing experts, many of whom are self-proclaimed gurus in their field. However, the number of SEOs I’ve come across are much fewer and farther between than social media marketers. In fact, I hear the same SEO names every day; I learn of a new “social media expert” twice a day. Despite this, social media marketing is much more difficult than search engine optimization. Here’s why.

The Quest for Knowledge
What exactly does it take to become a search engine optimization expert or a social media marketing expert? In both of these aspects of search engine marketing, you begin by learning. As the ideal marketer, you gets your hands on every single search engine optimization and social media marketing book or blog you can possibly find, and then you absorb the information presented within like a sponge. You begin following the experts (you know, the real ones) online. After awhile, you’ll be book smart. You’ll know what to do and what not to do. Hopefully, if you’ve followed the right books, blogs, and people, you’ll be armed with pretty decent case studies and pretty decent material to embark on your own journey.
The SEO Angle
If you’re a brand new student in the school of thought of SEO, after you’ve learned about improving your web presence via search engines, there are countless opportunities to prove to yourself that you know what you’re doing. For you, this means practice and true application of acquired skill. It’s not that costly to buy a few domain names (brand new or aged), invest in web hosting, and start applying that knowledge you’ve learned to websites. You can build a website from scratch or set up something quickly via a WordPress installation. You can purchase neglected websites through auctions. At the end of the day, you have websites — your subjects — upon which to test. When it relates to SEO, you can start right away. And you should. After all, you can’t learn SEO just by reading about it.
Wait, Maybe SEO Isn’t So Easy Then
SEO is an art and a science and one that is extremely difficult to understand and perfect. In fact, “perfection” in SEO is an impossibility since SEO is an ongoing process. Why, then, is SEO really easier? The issue is that the assets for performing SEO are right in front of you. To become a successful SEO, it will be necessary for you to get off your butt and begin testing and retesting, tweaking and optimizing, working hard to improve performance and rankings over time. But the sites are there. The access is there. That’s the easy part. They just need you to apply your knowledge to them.
The Challenge for the Social Media Consultant
In social media marketing, you can easily become book smart. The problem begins when it actually relates to your street smarts.
See, it’ll take an incredible amount of time to engage in the education, but when it relates to social media marketing versus SEO, there’s something missing in the equation: experience. No, building your personal brand in social media does not count.
Social media marketing is a tremendous challenge, especially now that the market has become saturated with experts who clearly think that bringing their Digg front page success means that they’ve just launched a successful consulting business and can immediately sell their services to the highest (lowest?) bidder. In social media marketing, the assets are missing. The subjects are not there for you to test. You need clients. You need to be presented with a problem, one that you can actually analyze. You need to determine what kind of strategy you’ll implement. You then need to start executing. That’s not something you can easily do by just buying a few domain names and building up a real website presence. But that’s easy to do where SEO is concerned.
Just because your wonderful piece of linkbait that drove 30,000 visitors to via Digg succeeded once (or maybe twice) doesn’t mean that you’re ready to go at having those clients alone. You’re not yet a social media marketing expert, not unless you’re consistently applying your skills to different and unique campaigns and initiatives. Much like SEO. Except that in SEO, you’re lucky because you can get started immediately. In social media marketing, you need to start hunting for people who are willing to take the risk to have you promote content or to push a marketing agenda online in front of the right people. Or they need to find you. But when they do, they need to know that you have a proven track record of doing this on a regular basis and case studies to back that up.
Not All Experiences Are Treated Equal, Either
I do my own fair share of consulting by myself, but those who know me well know that I have been vocal about the fact that it’s great to work alone, but it’s even better to work with an agency where you can brainstorm with others and get access to some high level experiences not otherwise accessible as a sole consultant. Real experience with a wide array of clients opens doors of opportunities and gives you the ammunition you need to say you really do understand what social media marketing is all about. That’s why I am working as a consultant on some amazing projects at a social media agency too. There’s only enough I can do as a one woman show.
Learning is the easy part. Applying the knowledge is the hard part. When it relates to SEO, the ability to apply that knowledge is easy since you can either create or buy a website that lets you begin applying the skills you need to become an expert. When it comes to social media marketing, you need to build up a presence by obtaining clients of some sort. And you’ll soon learn that it’s not that easy to find them.


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Social Media Essential for SEO

Boost your SEO using the power of social media
The more on-topic your links are, the better
By Adam Stafford
1 minute ago | Tell us what you think [ 0 comments ]

BlogPulse is just one of the ways you can monitor blog posts to target your audience effectively
Links are the lifeblood of the web. Seventy per cent of Google’s algorithm is link-based and the more on-topic your links are, the better. So you need a very targeted approach if you want to top the rankings – ignore the recent revolution in social media at your peril.

“Essentially, what Google is doing when it’s measuring links is looking for editorial votes, where people have linked to it and said ‘I like this site, I’m voting for it’,” explains Jaamit Durrani, our SEO engineer.

“The more influential that person is, the stronger that link is. Social media opens up this notion of getting links to a whole new bunch of bloggers and social media users.

“Before, you were trying to get a small group of website owners to link to you, but you’ve now got this wide range of user-generated content, blogs and profiles. Build relationships with them, give them good content to link to and you’ve got an entire network of people within a niche to connect with.”

Shift in attitudes

Doing this successfully means a big shift in attitudes. Social networking is like going back to the old days of haggling in the marketplace; you’re standing there and the person you’re dealing with is right in front of you. There’s a big crowd around you and you can always be heard, so the trader has to respond and be legitimate and authentic – they can’t pull the wool over people’s eyes.

It’s important to know who you’re targeting and how they think. “Take Digg, for example,” says Claire Stokoe, our social media engineer. “If you don’t know anything about it and you don’t know how its users work, there’s no way you’re going to get your articles onto the first page because it’s a totally different audience from the blogging audience and the audience in forums. It’s so important to understand your audience and to work in a targeted way.”

The crossover between SEO and social media comes about because the more connections you have with authoritative people, the more links you can get from them and the more attested your site becomes. Google ranks authoritative sites higher, so if you can connect with those influencers, their links are like gold. The more you know about your industry and the more passionate you are, the easier it is to identify these key influencers.

However, with social media you have to be very careful not to jeopardise relationships. If you’re talking to someone and it’s clear you’re trying to get a link out of them rather than build a genuine relationship, people can get suspicious.

From an SEO point of view, it’s also important to be aware that because a lot of links in social media are user-generated, such as Twitter profile links and links from social bookmarks, they have a nofollow tag. These were brought in by search engines to say “this link shouldn’t pass anyway”, so they’re actually useless for using with SEO.

The long game

While a lot of SEO work is quick-win and instantly measurable, with social media it’s a much slower process. You don’t just walk into a pub in the middle of nowhere and expect to know everyone in the room; you have to go in there and get to know them and maybe go back another couple of nights. You’re not going to do that straight away.

There are so many supposed social media experts out there who don’t really have a handle on the technical side, but it’s so important. You simply can’t work effectively if you don’t actually understand SEO and why you want to get to the top of the rankings.

It’s just about utilising all this different content; an SEO division could take control of a blog and then a social media division could talk about aggregating that content and making sure that everything is linked up and measurable, but there has to be an understanding there in the first place.

Sony’s balls

An early example of SEO and social media working together well was the Sony Bravia advert with the bouncing balls in San Francisco. It was a massive project that drew a lot of attention, so when the company was filming it, bystanders were filming it as well. But instead of Sony clamping down and doing what the Scrabble guys did on Facebook, it embraced it.

Sony found out who its one per cent were – the bloggers who were writing about them – gave them a mini Bravia TV each and brought them on set to watch the filming.

Before that advert was broadcast, Samsung was ranking top for ‘LCD TV’, but as a result of embracing social media, giving away the Jose Gonzalez soundtrack and making it downloadable in any format, Sony reclaimed the top spot for that search term.

That’s search and social right there: everybody wanted to link to Sony, so as a result it went up in the rankings.

Another great example of this strategy is Starbucks. At time of writing, the whole of Google’s page one results are all brand properties – the domain, news articles, images, video and social media. From an SEO point of view, that amounts to total domination.

At Fresh Egg, we’re currently working with online eyewear and glasses retailer SelectSpecs, and have been utilising blogging and forums such as http://www.moneysavingexpert.com. It’s an SEO campaign, but we’re trying to get links through social media tactics. As a result, SelectSpecs has gone from ranking at the bottom of page one for ‘glasses’ to ranking second, above companies such as Specsavers and Vision Express.

It’s had a big impact on SEO and the links have stayed there as well, which a lot of links don’t do; they’re really strong ‘votes’ for that site by people who are influencers within a niche.

Engaging in social media is only one part of the equation: success also depends on having imaginative and well-thought out campaigns.

“We’re at a stage with social media where we’re having to invest in tools to listen to buzz,” explains Tim Aldiss, our director of strategy and communications. “But it’s only a listening service; it doesn’t build campaigns for you and define goals. It’s down to the individuals to understand how/why the results should be used for a client and translate that into activity that will form a marketing plan.”

The message is clear. Channel marketing is dead. Social networking has given power back to the people. By engaging honestly and enthusiastically with the new social media, the SEO rewards can be great indeed.

How to optimise your social media profile

Increase your linkability: add a blog, create white papers, aggregate content via ping.fm

Make it easy: make tagging and bookmarking simple on your website

Reward inbound links: include permalinks, list recent linking blogs, promote linkers with a nofollow tag

Help content travel: PDFs, video files, podcasts, slideshows; articles

Encourage mash-ups: open your API; permit embeds; permit RSS

Add value: be a resource even if it doesn’t seem like it will help you – provide freemium content

Reward helpfulness: notes of thanks, discounts, badges

Participation: create awareness, prolong buzz around your site

Know your audience: research, community mapping, targeting, metrics

Create content: videos, articles, widgets, images, slides

Don’t forget your roots: be humble

Don’t be afraid to try new things: stay fresh, reinvent the wheel daily

Develop an SMO strategy: define objectives, set goals, have a desired channel or channels, track reputation, find influence, create credibility, be a trailblazer

Some useful tracking tools:


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Optimisation through the use of social media

Optimisation and social media are all buzz words within the online marketing media. Social networking has been in the news markedly of late. Some have even been lead to remark do people socialise in reality any more or is it all done online? You Tube, Facebook, Del-icio.us, Twitter, My Space the list goes on. All of these give you a ‘presence’ in the virtual world. More and more people are using the social media route to optimize and advertise their presence through the internet.
Social Media Considerations
Most bloggers and webmasters use social bookmarking sites such as Digg.com, StumbleUpon and Del-icio.us. These sites work by providing feedback on submitted articles via a judging and voting system. A well received article can bring a multitude of visitors to your site.

When considering your Search Engine Optimisation strategies it is best to choose one maybe two of the social media sites. All will help create further web presence and can bring traffic to your site, each work in a slightly different way. StumbleUpon can give a good influx of traffic from just a few votes; Digg however needs far more votes to help lift your article to the front page, once there your stats will show a huge traffic peak or spike. Social media sites can help boost your exposure throughout the web which will help considerably with optimisation objectives. The more traffic the search bots encounter visiting a site the higher up the rankings it will go. When aiming to build the popularity of your work not only do you want those tell tale spikes in your stats leagues you also want a loyal audience that read your work because they enjoy it.

Here is where social networking sites come into their own. By building up a large network of likeminded people you have a good start to a ‘reader list’ you know these people enjoy similar ideologies as yourself why else would they be within your network or circle. By simply building an enormous list for list sake’ you run the risk of putting the worrying thought of spam into people’s minds. Large communities or networkers can still easily be built but you need to constantly keep your reasons for building uppermost in your mind.

Key Points for Consideration
When writing content or articles and considering search engine optimisation alongside social media exposure the key points to keep in mind are:

What is your aim with the piece?
Who is your target audience?
Which keywords you are aiming to optimise?
Have you included well placed links throughout your article to include internal and external links?
Do your paragraphs elicit narrative greed, grabbing the audience with short, punchy remarks?
Is your content styled to aid ease of reading? This could include:
Bulleted points
Clearly defined subheadings (search engines appreciate this to help with indexing as well as any reader being able to grasp the articles intention from an initial skim reading)
Key points and interesting quotes
Do you emulate the feeling of community through your prose?
Is your article informative or educational?
Does your title give the relevant impression for those following through RSS feeds?

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