Search engine optimisation (seo) and social

Search Engine Optimisation
(SEO) and Social Media
Blend SEO and Social Media to create exposure, rankings and
traffic for your online business.
Helping Business Owners Get the Most fromThe Web
www.seosynovation.com

Contents of SEO and Social Media
1. What is Social SEO and ITS Impact on your Business
2. The impacts of Google Algorithm Updates
3. SEO Focal Points - Keywords
4. Social Media Success
5. Google and Content
6. Mobile Responsive Websites
7. Action Plan

Helping Business Owners Get the Most fromThe Web www.seosynovation.com
What is Social SEO
ForYour
Online
Business
CreatesTraffic
Social SEO is the blending of
search engine optimisation
with social media channels and
tactics. Participating in Social
Media Channels, exposing
your website content to social
media audiences and gaining
followers will, in time, create
traffic, exposure and rankings.

How Does Social Media Impact SEO?
Social
Media
Link Opportunities
Personalisation
Brand Awareness
Website Authority
Social Media benefits
Search Engine
Optimisation through Link
Opportunities, Traffic and
Brand Awareness,
Customer Profiling and
Personalisation, Citations
and Website Authority.
TIP!

The Impact of Google Algorithm Updates on SEO
The first Panda Update was dated February 2013 with numerous
revisions since. Panda focused upon spamy websites, low quality
content websites and pages with keyword stuffing.
The Penguin Updated was launched in April and heavily revised in
October 2015. This update primarily focused upon link building
techniques and manipulation. Google goal is to return relevant
webpages to users queries/keywords. It does not want irrelevant
pages returned to searches queries that are irrelevant to users due to
webpages containing keyword stuffing that are irrelevant.
Hummingbird Updates was launched in September 2013. Its most
recent update of August 2014 focused upon thematic keyword phrases
and a higher emphasis on the intent of the search term.

The Impact of Google Hummingbird Update on Content
Hummingbird Update was launched in September 2013.
The updates primary responsibility was illustrated by
Matt Cutts a Google Engineer as:
“Hummingbird will take a search engine query either in
the form of a short or long tailed keyword phrase and try
to decipher the context or intent of the phrase rather
than chase the specific keywords of the phrase. Google
goal is to match the search engine results to users queries
that actually answer the keyword phrase”.
What Must be Done to Websites to meet Hummingbird Goals
Technical Site Features – Create an internal link structure and architecture that facilitates the
customer moving through your site. Fast page loading, optimised images and sitemaps all
contribute to the end-user experience.
On-Page Elements - Basic on-page elements still play a huge role in SEO ranking.Title tags, page
URLs,ALT image tags and appropriate H1 tags are taking on new levels of importance.
Content - Make sure your content is never duplicated, always high quality and is relevant and
useful to your audience.

Keywords
Use specific short tailed (2 word keyword phrase) and long
tailed (3 or more word keyword phrase) on you webpage.
1. ROOT Keyword Phrase – a 1 or 2
keyword phrase that creates awareness. Awareness
2. INTERST Keyword Phrase – a 2 -3 keyword
phrase that indicates INTEREST
3. LEARN Keyword Phrase – 2 or 3 keyword
phrase that creates LEARNING
4. SHOP Keyword Phrase – 3 or 4 keyword phrase
that indicates a willing to buy.
5. BUY Keyword Phrase – 3 or 4 keyword phrase that
indicates a willing to buy.
Interest
Learning
Shopping
Buying
TIP!

The Commercial Intent of Keyword Phrases
Buy Now Keyword Phrases Use
Buy
Coupon
Discount
Deal
Shipping
Product Keywords Use
Review
Best
TopTen
Specific Brand Product Name
Cheap and Affordable
Informational Keywords Use
HowTo
BestWayTo
WaysTo
I needTo
Tyre Kicker Phrases
Free
Download
………… For Free
Get Info………….
AdWords Keyword Planner – the suggested bid price of any keyword
suggested by Googles Keyword Planner can be used as an indication of
the commercial intent of the keyword phrase. The higher the bid price
the more valuable is the keyword. Use these keywords to optimise you
webpage for organic search.
TIP!

Types of Keywords
Root
Word
Synonym
Keywords
Correlating
Keywords
Co-
occurring
Keywords
TIP!
Your Root Keyword is the
central keyword that appears in
the meta title and the
description of the webpage.
Synonym Keyword are words
that mean the same as the root
keyword (lion & feline cat),
correlating keywords are words
often used to connect to the
root keyword (lion and king of
the jungle), and co-occurring
keywords are words associated
with the root keyword (lion &
predator).
Use all keywords, Root,
Synonyms, Correlating and co-
occurring in meta tags, headings
H1 – H6 and the body of the
webpage content. KEEP ALL
PAGES UNIQUE.
Keep track of these keywords relating to
the ROOT in a spreadsheet for each
webpage. Specify what the keywords
are and where they are used.

Measure Social Media Success
Before you can
measure social
media success you
need to understand
what it is.
Targeting & Understanding
Your Audience
Interacting WithYour
Audience
Selecting Appropriate
Social Media Channels
Creating ContentThat
Your Audience Wants
Your Audience
Wants Quality
Regularity is
Key
It’s imperative to
interact with your
social media
audience of
appropriate
channels. Quality
content must be
distributed to
make connections,
sharing and new
customers.
Blanket social
media advertising
rarely work. Its
best to target
audiences that are
interested in your
product.

Measure Social Media Success
The most telling measurement is the number of items sold that originating by a social
media selling strategy. To identify a new customers obtained by a social media
campaign is not easily as many factors are involved the most important is timing. A
conversation with a potential sale may have lasted several months or even years before
a sale is made.
Sales from
Campaigns
ClicksTo Web Site
Number of
Downloads

Google and Content
Original content with
optimised keywords pushes
your website ranking
upwards on search engine
result pages.
Poor and ill structured
content that tells a bland
story that is ill conceived will
drive down your position in
search engine rankings.

Mobile Responsive Websites
Announced on 26 April 2015, Mobile ResponsiveWebsites gained ranking
in search engine results. Websites that are not mobile responsive will rank
lower in search engine results. In most recent surveys by Google show
that more than half of searches on performed on mobile devices such as
smartphones, tablets and laptops.
According to Google, the mobile-friendly algorithm affects mobile
searches in all languages worldwide and has a significant impact on
Google rankings.This algorithm works on a page-by-page basis - it is not
about how mobile-friendly your pages are, it is simply are you mobile-
friendly or not.The algorithm is based on such criteria as small font sizes,
tap targets/links, readable content, your viewpoint and others.

Action Plan
Focus on Channel Integration of keywords and content. For example, lets say you have created a
unique piece of content that emphasises the benefits of your product to your target audience. In
order to satisfy Google recommendation for unique content it is necessary to repurpose at least 65%
of that unique piece of content into multiple pieces and distribute it across your chosen social media
channels.
There is what you do first: create lists of root, synonyms, correlating and co existing keywords in
silos for your products or services. Secondly organised them in social media channels by SEO factors.

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