Does social media benefit SEO? Key SEO Takeaways from DGS3

SEO-Panelists-DGS15.jpg

Watch a replay of the SEO Panelists at Digital Growth Summit:

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Brian Mac Mahon, Moderator - Eric Wu, Edmunds.com - Adam Piotrowski, Demand Media - Jonathan Renteria, Mullen Lowe - Matthew Young, Adobe


Does social media benefit SEO?


Social Media activity indirectly benefits SEO data, by impacting engagement and referral metrics. - Matthew Young

You can use social media data to more deeply understand the intent of your users. - @JonRenteria

You can use Social Media data in combination with search data to more deeply understand the intent of your users. - Jonathan Renteria

While views of your content on Social Media sites are harder to quantify, or tie to your website analytics, the bottom line is that Social Media activities are a perfect way to put more eyeballs on your content. - Adam Piotrowski

SEO and Social Media are like a plumber and a gardener. They both are necessary to get things done. - @Expert_Dojo

SEO and Social Media are like a plumber and a gardener. They both are necessary to get things done, but when you can get them to work together, really special things can happen. - Brian Mac Mahon

Since Google and Twitter now have an agreement, tweets are flowing through to the Google search results database. - Eric Wu [su_spacer size="1"]


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How to increase your Google page rank

Promoting an event related to a topic that you would like to rank for is a good SEO tactic. - @EYWu

“Query deserves freshness” is a component of the Google algorithm that determines whether a search term should return news or encyclopedic type results, based on a number of factors, including the current volume of searches. - Eric Wu

Promoting an event related to a topic that you would like to rank for is one tactic. Marketers can leverage QDF to reach the top of a listing for a very competitive term by making Google understand that your content for a term is based on a search trend, as opposed to a one-time-event. - Eric Wu

Continuing to post after an event is over is another way to stretch out the usage of your keywords. - @EYWu

A smart marketer may pace the news coverage for an event our over a long period of time to compound their usage of the keywords related to that event. Or, they may use Social Media to engage influencers who may talk about your event over time. Continuing to post after an event is over is another way to stretch out the usage of your keywords and leverage QDF. - Eric Wu


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Local SEO tips for Google

Google is highly local. - @MatthewAYoung

Google is highly local. This is because they are in the business of returning results specifically tailored to individual searchers. - Matt Young

Use keywords that you want to rank for in title tags, descriptions, heading tags and throughout the content, as well as in additional pieces of content on your site. - Matt Young

To check your site to see if your keywords currently appear in title tags, descriptions, and heading tags, navigate to your page and use the “Crtl U” in Chrome to pull up the list of code pertaining to your site. - Matt Young

There are several sources of free SEO tools that can be used in addition to “Ctrl U” in Chrome to verify that the proper tags and descriptions are in order: SEO Tools from Excel is one, Screaming Frog makes another. - Matt Young


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Bear in mind that relevant non-spam comments left below a piece of content also count as content. - @JonRenteria

Using partnerships to improve SEO

If you are a small entity but want to rank higher for certain search terms, you can share content that is related to your business from a larger entity. Perhaps the larger entity will notice your dialog about them and mention your product in return. Bear in mind that relevant non-spam comments left below a piece of content also count as content. If this technique is employed intelligently and strategically, the search engine can associate your product with the larger search term (article, brand, content or keyword).

Build partnerships by finding businesses that have similar goals and share resources. - @Expert_Dojo

- Jonathan Renteria

Build partnerships by finding businesses that have similar goals and attributes to yours and share resources.
- Brian Mac Mahon [su_spacer size="1"]


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Getting on the first page of Google search results

Think about who you want to be your customer, and look at what they are searching for. - @Pitrow

Keyword research is vital to those who want to increase their rank on search term list pages. Think about who you want to be your customer, and look at what they are searching for. - Adam Piotrowski

Look for domains that are successful in the space that you are interested in, and navigate to those pages. Ask yourself: Am I happy here? Is the user experience on my site worse or better than this site? What aspects of my site can I improve to make it better than this? - Adam Piotrowski

Using the “Ctrl U” function in Chrome, look at what title tags and meta descriptions that successful businesses in your space are using.

Adding quality video content can differentiate you from your competitors. - @Pitrow

Everyone wants to be on the 1st page of a Google result, but do the work to make sure that you deserve to be there. - Adam Piotrowski

Adding quality video content can differentiate you from your competitors. Adding transcript to the site boosts the SEO gain from the content, assuming that you carefully mention keywords. - Adam Piotrowski


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Explore sites that link to your competitors for partnership. - @Expert_Dojo

Competitive SEO research

Explore sites that link to your competitors for partnership. - Brian Mac Mahon

There is tremendous value to linkbacks from .gov or .edu sites. A way to arrange for that kind of linkback might be to host an event for the local government, city council, or educational institution, that they will promote.

YouTube itself is a search engine, so posting videos there can be advantageous. - @Pitrow

– Adam Piotrowski

YouTube itself is a search engine, so posting videos there can be advantageous. These can be embedded to your site from YouTube. On the other hand, if a video highlights a product that you sell in a competitive market, and you need your website functionality to complete that sale, it may be more advantageous to host the video on your own site. - Adam Piotrowski

You don’t need to have a perfect site - you need to have a less imperfect site than your competitor - @MatthewAYoung

Do competitive research, bearing in mind that you don’t need to have a perfect site - you need to have a less imperfect site than your competitor. In this sense, SEO is allegorious to a hiking party: You don’t need to be an Olympic Speed Skater to outrun a bear, you just need to be faster than the other guy. - Matt Young [su_spacer size="1"]


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Reviews, comments and other user created content can enhance your SEO. - @EYWu

Leveraging SEO of larger sites

If you have a physical business that you want people to go to, be on Yelp, Google places and other sites that host user created content. Because Google favors information, reviews, comments and other user created content can enhance your SEO. - Eric Wu


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How to find a journalist in your industry?

Use Twitter to find journalists who are relevant to your business. - @EYWu

If you would like to develop a list of journalists who are relevant to your business, keep an eye out in the media for people who are writing about your industry. Most journalists now tweet and you can follow them and contact them through Twitter if you feel that your have a topic or idea that they might be interested in. – Eric Wu

There is also a tool called Help A Reporter Out, HARO. You can read through those and participate in that community. It’s a hit or miss proposition, however, if you do land an interview, be sure to use the keywords that you want associated with your business in your comments. - Eric Wu


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SEO tips for multiple landing pages

When creating landing pages, consider what you would be typing into the search engine to find that page. - @EYWu

When creating landing pages, consider what you would be typing into the search engine to find that page, and consider if you are finding that information immediately. - Eric Wu

Think of every page on your site (that is indexed) as a landing page. Make sure that your users can understand what the page is about even if it is the first page on your site that they visit. - Adam Piotrowski

Google prefers information that is useful. - @MatthewAYoung

When creating landing pages be sure to include keywords and associated keywords. Google prefers information that is useful and so when you are doing your keyword research, be cognizant of what other terms your prospective customers will also be looking for and include those on your page as well. Relatively fewer pages with relatively more keywords per page have the tendency to create pages that are more useful for your users. - Matt Young


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Blogs are a great way to create new content and to become recognized as subject matter experts. - @MatthewAYoung

How blogs can help your SEO

Blogs are good for SEO. They are a great way for organizations to create new content, and categories and to become recognized as subject matter experts. The blog also lends personality to a website in a unique way. - Matt Young [su_spacer size="1"]


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SEO tips for mobile devices

Speed is a large component of SEO for mobile devices. - @JonRenteria

Speed is a large component of SEO for mobile devices. While lots of video and image content can enrich the user experience, it can be too heavy for mobile, and thus be counterproductive in the long run. - Jonathan Renteria

There are three kinds of code for mobile websites: Responsive - this code understands how to adjust itself to a mobile screen. Dynamic - This has 2 different code bases for mobile vs. desktop, and can offer completely different user experiences based on the device type. M. - This is similar to a dynamic coded site, but it tells Google that this codes is created expressly for mobile devices. - Eric Wu

I prefer to use the same url for mobile and desktop viewing for SEO purposes. - @EYWu

Typically, I don’t recommend M. I prefer to use the same url for mobile and desktop viewing for SEO purposes. Dynamic code can cause problems as Google maps over from the desktop code to the mobile device. - Eric Wu

Although Google recommends Responsive design, it is not right for every site. Depending on the type of content that you want to display, a mobile user may have completely different needs from your website than a desktop user. For this reason, sometimes a Dynamic site is preferable. - Eric Wu

Mobile Search has surpassed desktop search and the gap is likely to continue to widen. - @MatthewAYoung

If your website is also available on a mobile app platform, you can direct your SEO company to request that Google offer to open content in that app, in addition to listing your webpages in results. The app will offer the user a much richer experience, but Google does not automatically offer the app in search results. - Eric Wu

Mobile Search has surpassed desktop search and the gap is likely to continue to widen. It is critical for those of us who work in SEO to think of and continue to cater to that experience. - Matt Young

You need to put a lot of SEO emphasis on mobile. That is where the search traffic is moving. - @Pitrow

You need to put a lot of SEO emphasis on mobile. That is where the search traffic is moving. - Adam Piotrowski

Amazon Cognito allows you to marry the data from a mobile user with their desktop data so that you can understand the complete customer journey. This will allow you to construct the messaging that you need for that customer at the moment that they need it.

Mobile SEO is about leveraging micro-moments. You have to provide the mobile user with the information that they need, at the moment that they want it, because they are not going to take the time to seek it out otherwise. - Eric Wu


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Tips to hire an SEO company

Don’t necessarily hire the company that ranks #1 for the SEO search. - @EYWu

Don’t necessarily hire the company that ranks #1 for the SEO search. - Eric Wu

Choosing an SEO agency that is right for you can be a complicated process. One excellent way to evaluate a vendor prospect is to seek out user generated reviews and content. Searchers are increasingly giving credence to this type of data for a wide range of purchases from pizzas to SEO agencies. - Matt Young

Look to hire an SEO firm that has an access to a top notch content creation team. - @JonRenteria

Two good ways to find a good SEO agency are by word of mouth and scanning one of the many reputable SEO conference speaker lists. These conferences typically vet their speakers carefully and by mining their lists, you will likely come across numerous excellent agencies. - Eric Wu

In evaluating the amount of your current traffic resulting from organic searches, you must remove all search queries that refer to your brand. You will receive traffic from these searches regardless of your SEO activities and, depending on your brand name, can skew your organic traffic statistics significantly. - Eric Wu

When looking to hire an SEO firm, ask for references from businesses that are like yours. - @Expert_Dojo

Look to hire an SEO firm that has an access to a top notch content creation team. - Jonathan Renteria

When looking to hire an SEO firm, ask for references from businesses that are like yours. - Brian Mac Mahon [su_spacer size="1"]


DGS3 SEO Tips and Tactics