Massimo Burgio Sempo Italia Search Workshop Search 3 Blogging Social Media

SEARCH 3.0 vs.
BLOG + SOCIAL MEDIA MARKETING

Massimo Burgio
Member, SEMPO Italia Working Group
www.sempo.org
www.sempo.it

2 dicembre 2008 - Roma

SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org

SOCIAL SEARCH SHOPPING
ONLINE PR ENGINES
VIDEO SEARCH
PAY-PER-CLICK ORGANIC SEO
BID STRATEGY
MOBILE SEARCH
WEB ANALYTICS
LINK BUILDING SEARCH
INTEGRATION

BEHAVIORAL
CONTEXTUAL
RSS FEEDS BLOGGING

SOCIAL MEDIA DRIVERS

Google Universal Search




RSS Technology




RSS Technology

Social Apps and Tools




RSS Technology


Social Media Networks


SOCIAL MEDIA ENABLERS


RSS Technology


Social Media Networks

User Engagement


PEOPLE !!!

SOCIAL SEARCH
• Wisdom of crowd / People helping people find stuff

• Online collaborative tools

• Directory building

• Voting & ranking

• Uploading and posting

• Sharing & tagging

• Commenting & bookmarking

• Top SERP for blogs and social networks result pages
• Context, freshness, relevancy


WHAT IS SOCIAL MEDIA?

• Online practices and technologies that users adopt to share
content, opinions, insights, experiences, perspectives, and
the same media

• Content in social media can take the form of text, graphics,
audio, or video. Several formats can be mixed

• Social media sites typically provide users with
communication-enabling technologies and tools such as
message boards, forums, podcasts, bookmarks,
communities, wikis, blogs etc.


SOCIAL MEDIA NETWORKS
• Social networking sites

• Online collaborative tools

• Photo / video sharing sites

• News aggregators

• Blogs / bloggers’ communities

• Forums / Message boards

• Social bookmarking

• Podcasting / videocasting


SOCIAL IS BETTER THAN PORN


SOCIAL MEDIA MARKETING

SOCIAL MEDIA SEARCH
Relevant Search
Optimized Engine
Content Optimization

Media
Assets
Optimization

Social
Media
Optimization



SOCIAL MEDIA SEARCH
Relevant Search
Optimized Engine
Content Optimization

Media
Assets
Optimization

on-page tactics / process of
Social
Media trying to get one's content more

Optimization widely distributed across
multiple social media networks


MEDIA ASSET OPTIMIZATION

• Optimize texts, web pages, press releases, etc

• Use tags and categories in blogs

• Tag pictures and video

• Use RSS to maximize reach

• Adopt viral content distribution

• Share (optimized) content on social networks

• Submit optimized content to directories and engines



MEDIA ASSETS OPTIMIZATION
Optimize texts, web pages, press releases, etc
Use tags and categories in blogs
Tag pictures and video
Use RSS to maximize reach
Adopt viral content distribution
Share (optimized) content on social networks
Submit optimized content to directories and engines

SOCIAL NETWORKING
Optimize profiles on social media networks
Engage with social groups and blogosphere
Share content / knowledge on social spaces


CONTENT IS KING – OPTIMIZE IT
• blog SEO = website SEO
• right platform, and right plugins
• relevant, optimized content
• frequent updates (posting activity)
• use of categories and tags
• create and optimize your feeds
• submit your blog to blog directories
• submit your feeds to feed engines
• engage in the blogosphere
• engage in social networks


BLOG SEO BASICS
title of a post before the name of your site in title tag

always use permalinks

heading tags (h1 , h2, h3) for post headings in your theme

keywords in title, body, anchor text

add relevant keywords and descriptions to metatags

keep in mind keyword density, proximity, ratio - content relevancy

link to authority sites - check outbound links

remove dead links - link to other posts on your site

alt / title attributes on images

avoid duplicate content - use a clean code - generate a sitemap

use a robots.txt file - implement Google Analytics


CATEGORIES. TAGS, KEYWORDS
pittiblog.pittimmagine.com
• use both
• choose
keywords
• burn
feeds
• be
creative


KEYWORDS STILL RULE
www.italian-food-lovers.com

• use both
• choose
keywords
• burn
feeds
• be
creative


ALWAYS TRY NEW WAYS
• use both www.samsung-italia.net

• choose
keywords
• burn
feeds
• be
creative


IT’S STILL ALL ABOUT LINKING


CREATE AN OPTIMIZED RSS FEED
• proprietary feed
• feedburner.com
• simple coding
• validate it (feedvalidator.org)
• subscribe to your own feeds
• don’t forget to ping

Channel info:

<Title> name of your feed channel
<Link> URL of your channel's main page
<Description> a description of the channel's purpose and content

News (article) info:

<Title> headline you want to display
<Link> URL to full news
<Description> description of the news item (teaser)

CREATE AN OPTIMIZED RSS FEED
• well, not so simple…
<?xml version=quot;1.0quot; encoding=quot;UTF-8quot;?>
<?xml-stylesheet href=quot;http://feeds.searchenginewatch.com/~d/styles/rss2full.xslquot; type=quot;text/xslquot; media=quot;screenquot;?><?
xml-stylesheet href=quot;http://feeds.searchenginewatch.com/~d/styles/itemcontent.cssquot; type=quot;text/cssquot;
media=quot;screenquot;?><rss xmlns:feedburner=quot;http://rssnamespace.org/feedburner/ext/1.0quot; version=quot;2.0quot;>

<channel>
<title>Search Engine Strategies</title>
<link>http://blog.searchenginestrategies.com/</link>
<description>News and information about the Search Engine Strategies shows produced by Incisive Media and Search
Engine Watch. Keep up on SES!</description>
<copyright>Copyright 2008</copyright>
<lastBuildDate>Wed, 13 Feb 2008 12:44:46 -0500</lastBuildDate>
<generator>http://www.movabletype.org/?v=3.36</generator>
<docs>http://blogs.law.harvard.edu/tech/rss</docs>

<atom10:link xmlns:atom10=quot;http://www.w3.org/2005/Atomquot; rel=quot;selfquot; href=quot;http://feeds.searchenginewatch.com/sesquot;
type=quot;application/rss+xmlquot; />
<feedburner:browserFriendly>A message from the feed publisher: You can also learn more about other ways to subscribe
to our feed and all the feeds we have on our Search Engine Watch Newsletters & Web Feeds page. Just copy
and paste this URL into your browser: http://searchenginewatch.com/about/article.php/2155721
</feedburner:browserFriendly><item>

<title>SES Updates: London, New York and Hamburg!</title>
<description>******************description******************</description>
<link>http://feeds.searchenginewatch.com/~r/ses/~3/230356087/05-172559.html</link>
<guid isPermaLink=quot;falsequot;>http://blog.searchenginestrategies.com/08/02/05-172559.html</guid>
<category>Search Engine Strategies</category>
<pubDate>Tue, 05 Feb 2008 17:25:59 -0500</pubDate>
<feedburner:awareness>http://api.feedburner.com/awareness/1.0/GetItemData?uri=ses&itemurl=http%3A%2F
%2Fblog.searchenginestrategies.com%2F08%2F02%2F05172559.html</
feedburner:awareness><feedburner:origLink>http://blog.searchenginestrategies.com/08/02/05-172559.html</
feedburner:origLink></item>


BLOG AND FEEDS DIRECTORIES
• Google • Syndic8.com
• Google BlogSearch Ping Service • RSSMicro.com
• Yahoo! • MillionRSS.com
• DMOZ.org • RSS-Network.com
• MSN LiveSearch • 2RSS.com
• Ask.com / Ask.co.uk • RSSHugger.com
• MyYahoo! / MyMSN • Search4RSS.com
• Technorati • FeedFury.com
• FaganFinder.com • MyFeedz.com
• Weblogs.com • YourFeeds.com
• blo.gs (Yahoo!) • Topix.net
• Blogflux.com (Eatonweb) • IceRocket.com
• Photoblogs.com • Plazoo.com
• Sphere.com • Octora.com
• Answers.com • StrategicBoard.com
• About.com weblogs.about.com • Genwi.com
• Best Of The Blogs weblogs.botw.org • Fastbuzz.com

• Guardian Newsblog blogs.guardian.co.uk • Blogdigger.com


IT’S STILL ALL ABOUT (GOOD) LINKING



BLOGS AND SOCIAL NETWORKS
• be consistent and on topic
• use social media services and smart tools for your multimedia content
• build a blogroll
• visit other blogs, and comment to posts
• review relevant blogs
• advertise on blogs
• join blog rings
• invite relevant bloggers as guests
• get invited as guest writer
• create social network profiles, and back to point A
• focus on topic
• join/create groups on topic
• be active within groups
• provide value to your target group
• invite experts from group as blog guests
• advertise on social networks


VIRAL VIDEO FREE TOOL


SERP MAGIC!


EMBED,
VIRALIZE,
BOAST,
LINK…

www.tubemogul.com


SEMPO VIDEO PERFORMANCE

Call it long tail of video views/reach…


SEO DETOX
CLINIC
a 12-step program
to get out of SEO
and into social media


SEO DETOX 12-STEP PROGRAM
1 - forget your website
2 - forget PageRank
3 - tags are more important than metatags


2 - forget PageRank

4 - an image is worth more than 100 words
5 - a video is worth more than 100 images
6 - flash is good (if optimized)


2 - forget PageRank

7 - share what you own (RSS)
8 - share what you know (social search)

9 - share what you like (social bookmarking)


2 - forget PageRank

7 - share what you own (RSS)
8 - share what you know (social search)

9 - share what you like (social bookmarking)
10 - other people’s content is good too (embed)
11 - do not buy links, generate them
12 - ranking on Technorati is good as ranking on Google


GRAZIE!
MASSIMO BURGIO
MASSIMO.BURGIO@GMAIL.COM

SEMPO.IT
SEMPO.COM/JOIN


Massimo Burgio Sempo Italia Search Workshop Search 3 Blogging Social Media

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