1. Content Marketing Summit
SOUTHEAST 2013
Travis Wright
SEOcial Media BRO
Business Relationship Optmiziation
Norton by Symantec
@teedubya

2. 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.
@teedubya

3. Who is this Travis Wright dude NOT?
@teedubya

4. BUSINESS RELATIONSHIP OPTIMIZATIONBRO is the new SEO…

7. @teedubya

9. SOCIAL IMPACTS SEARCH, BRO.

10. @teedubya

11. @teedubya

13. @teedubya

14. @teedubya

15. @teedubya

16. @teedubya

17. @teedubya

18. @teedubya

19. @teedubya

20. #smssummit

21. @teedubya

22. @teedubya

24. SOCIAL SHARING = LINK BUILDING 2.0

25. • 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
@teedubya

26. ACTIVITIES TO INCREASE BRO
1. Develop Blog Outreach Strategy
2. Identify Influencers
3. Use Blog OutReach Tools
• GroupHigh & Buzzstream
4. Use Gmail Plugins
• Rapportive & Yesware
5. Use Data.com / Jigsaw.com
6. Connect with Journalists
• Help a Reporter Out [HARO]
• MuckRack
7. Acquire Author Accounts
@teedubya

27. BECOME A THOUGHT LEADER
@teedubya

28. BECOME A THOUGHT LEADER
via Hubspot
@teedubya

30. 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
@teedubya

31. SOCIAL SIGNALS
Duane Forrester - Bing
@teedubya

33. CONTENT CREATION ECOSYSTEM
@teedubya

34. V. - Videos
I. - Images
T. - Text
A. - Audio
L. - Links
@teedubya

36. WHAT ABOUT NORTON, BRO?

37. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop

38. Image credit: Bonkers World.
NAVIGATE THE CORPORATE SILOS, BRO.
@teedubya

39. NAVIGATE THE CORPORATE SILOS, BRO.

40. @NortonOnline us.norton.com http://facebook.com/norton

45. @teedubya

47. GOOGLE & BINGSearch is more than …

48. Twitter Trends & Search
Hashtags
http://hashtags.org/ | http://tagdef.com/

49. @teedubya

50. SEO Your Video, BRO.

51. SEO Your Video, BRO.
1. Use a suitable video filename
2. Put Your Keywords First
3. Include Keywords in your Video Voiceover
4. Upload a Transcript file for Video Captions
5. Build an Authoritative YouTube Channel
6. Upload Videos Regularly
7. Respond to Comments on your Videos
8. Create and Use Playlists
9. Encourage Social Signals
10. Build Backlinks to your Videos
@teedubya

52. @teedubya
Facebook Graph Search opens up many different opportunities, BRO.

53. @teedubya#smx
Pinterest now allows for Pins, Boards and Pinners to be searched...
It’s a great way to find influential content.

55. @teedubya

56. 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

59. REPURPOSE CONTENT.

60. 60
Norton Blogs
Repurposing content in other shareable formats can create great results!
128,851 Views

61. 61
Norton Blogs

62. SOCIAL SHARING OPTIMIZATION.

63. Anatomy of a Share Snippet
A
B
C
D
A. Share Blurb
B. Title
C. Description
D. Image
E. URL (Title link)
E
@teedubya

64. 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
1
2
3
4
8
7
6
9
5
10
Dana Lookadoo
@lookadoo
Presentation - SlideShare
http://yseo.us/sssf
SSSF Worksheet
http://yseo.us/sssfw
Facebook Open Graph:
http://ogp.me/
Wordpress SEO by Yoast
http://wordpress.org/extend/plugins/wordpress-seo

65. 65
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
@teedubya

66. 66
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
@teedubya

67. 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.
@teedubya

68. Twitter Cards
http://dev.twitter.com/cards
@teedubya

69. Summary
Title, Description, Thumbnail, and Twitter account attribution.
@teedubya

70. Photo
A Tweet sized photo card.
@teedubya

71. @teedubya
Gallery Cards
A Tweet card geared toward highlighting a collection of photos.

72. App
@teedubya
A Tweet card for providing a profile of an application.

73. Player
@teedubya
A Tweet sized video/audio/media player card.

74. Product
@teedubya
A Tweet card to better represent product content.

75. SOCIAL CONTENT TOOLS

76. @teedubya

79. Advocate Technology Platforms
@teedubya

80. SYSOMOS
@teedubya

82. @teedubya
Open Graph www.ogp.me
Sysomos www.sysomos.com
UnMetric www.unmetric.com
Percolate 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

83. CONCLUSION OF THE CHIEFS STORY.

84. http://leesmallwood.com/
@teedubyaArt by @ChrisSembower

86. 86

87. 87

88. 88

89. 89

90. @teedubya 90

91. Questions?
@ t e e d u b y a 9 1 3 - 2 5 6 - 5 6 2 6 t w @ t r a v i s w r i g h t . c o m