Social media is becoming more and more important as the days go by; how else would I get my tri-weekly fix of XKCD delivered to me? Many people know about the marketing benefits from social media profiles, but sites like Facebook and Twitter can make a significant difference in your SEO campaign, too! This week, Rand shows us five great ideas for using these sites to help with your SEO strategy.
Hi, everyone. Welcome to another edition of Whiteboard Friday. This week we're talking about social media profiles. A lot of marketers, a lot of people in the SEO field know and realize that social media profiles can be valuable for their marketing efforts on the Web. But they don't know exactly how to use them or where to use them. That's what I am going to try to help you with today. So, what we have are five great ideas around how to leverage your social profiles to help with SEO and then some specific tactics and recommendations on each one that I think even some of the advanced folks will find pretty valuable.
So, let's start here with direct links. You can see that, basically, I can take my profile on a LinkedIn, a Twitter, a Facebook, a MySpace, a Digg, a Reddit, a Hacker News. There are tons of these, hundreds of these. In fact, I'll link you over. We've got sort of a list going on SEOmoz somewhere. You can take these, create profiles on here, and these profile pages oftentimes will have a followed link, sometimes will have a no followed link, but even that's okay, and point that link over to your website. So, essentially, MySite.com is now getting some credit. And this pen is getting thrown in the trash. Oh, I missed. Sadly missed.
When you do this, you do a couple of things. Number one is, when they are followed links, obviously you are getting direct link credit. When they are no followed links, sometimes people are picking these up and scraping them and you get credit from elsewhere. Sometimes you are just seeing the fact that, oh, someone finds you on those places. You've commented somewhere. They're checking out your profile. They can follow that link over to your website. So, having these profiles exist and having the links point back to the right kinds of places on your website is critically important, very valuable.
Number two, SERPs domination. Now, when you are doing SERPs domination, what you are essentially trying to achieve is to fill up the top results with results that are let's say positive or at least that you control what goes into those results. Places like Twitter.com, LinkedIn, Facebook, and even places that are a little more random in the social media sphere, like a deviantART or a Drawer.com, those types of places will all help you to potentially fill up these results. There are a few critical things that you are going to need to do if you want to get these ranking well though. You can't just create them. Tons and tons of people just create them. Lots of spammers just create them.
You need to fill up the profile with good information. You also need to participate relatively heavily in the site, at least initially. What you want to get going, if this is LinkedIn, you want to participate in LinkedIn Q&A. You want to actually import your email address book so that you form all of those connections. If this is Twitter, you want to start following people and topics. You want to start getting listed into the Twitter lists. You want to start having people following you and tweet at you. If this is Facebook, you're going to need those same sorts of connections. Whatever the community is, you need to build up a robust profile with actual content. Fill out all the minimum requirements. Maybe even go overboard and start adding lots of content yourself to your profile. Also, you want to contribute heavily so that this gets indexed by the search engines. It becomes popular on the social site and it gets you into the SERPs.
It is also very valuable to link to these. This is one of my sort of pro expert tips. What I personally love to do is everywhere I speak, everywhere I am asked to give a talk, everywhere that features a quote from me or features my profile for a webinar or something like this, I always ask them to use the same biography. That bio quote includes, it will say, "Rand Fishkin is the CEO and cofounder of SEOmoz." That links to our website. And, "He wrote 'The Art of SEO'." That will link to the O'Reilly site. Then, you know, "You can follow him on Twitter at RandFish," and that will link back to this Twitter profile site. Every time I give a speech, give a webinar, or participate in something offline, those links add up and help to make my profile rank better. It is a great, great way to go in terms of building links to those individual profiles. A really smart way to leverage offline and online marketing together.
Number three, so, brand awareness. On a lot of these sites when you are participating, when you are doing good things to get those direct links and doing good things for SERPs domination, you are also getting a lot of brand awareness. This is really important from the perspective of you don't want to contribute to social media sites, particularly if you are a brand representative or a representative of your company or a representative of your personal brand in a way that would be contrary to how you would like your brand to be perceived. I know this is more sort of a marketing communication discussion, a little bit less SEO. But it is critical for SEO as well, because people who find a divergence between who you are on Twitter and Facebook versus who you are on your blog are going to be put off a little bit. There is that emotional disconnect that happens when you see that a brand or a person isn't being authentic to itself. That is why it is critical to maintain those.
The other thing is you do want to make sure that you are leveraging these in smart ways. If you have a Facebook profile that you're trying to build up, you are definitely going to want to link to it from your own website. I want this site over here pointing to Facebook and referencing it and making this sort of a conversion focused action that will drive people to participate. Remember that you can get network effects out of these. When you are updating your statuses, when you are providing information on these, you want these to be followed by people but you want to make sure that they are the kinds of things that people want to see, that they want to share. You can't just be adding junk content.
It has to be updates not only that are sort of interesting and valuable, but updates that will make other people look good when they share them. We've talked about this principle a few times at SEOmoz. The idea in the social media world is even bigger. When you look at what gets re-tweeted, what gets re-shared on Facebook, what gets re-blogged on a platform like Tumblr, it's the stuff that makes the person who is sharing it look good. Right? So, when I tweet out something about SEO, if it is just self- promotional, not a lot of folks are going to tweet that. But if I tweet out something that is interesting research about the field, a lot of other SEOs are going to tweet that because it is going to make them look good to their followers. That is what you are trying to achieve.
Number four, drive traffic and second order links. Right? So, with a lot of these social pages you have the opportunity when you produce content on them -- when I tweet, when I do a Facebook status update, when I blog on Tumblr, when I contribute a LinkedIn status update, even when I contribute a post on a social news site like a Reddit or Hacker News or Digg or Delicious or something like that -- to potentially promote a link. Those links will drive direct traffic, usually in proportion to the number of people that are following me.
But there are lots of other principles at work here, too. That's I why I recommend you check out something like "The Science of ReTweets" by Dan Zarrella over at HubSpot. It will tell you things like there are certain times of day that are more optimal. There are certain words that are more optimal and less optimal to use. There is certain phrasing and formatting. In particular, this is a pro tip for Twitter stuff. Make sure that you don't start the tweet with the link. Start the tweet with some copy. And you actually want to make sure that you have some extra content at the end of it. Potentially, one of the things that we've seen is that having either a hyphen or a colon before the link, announcing it, is really good, and that having hash tags, if you put a hash tag here right after the link, it will sometimes make the link stand out less. So the optimal way to go is text introducing the link, link, some additional text, and then if you want a hash tag or a reference or a via or those kinds of things.
Remember that if you do a direct re-tweet, it won't show as coming from you. So if you can make those tweets unique when you are sharing a URL, you are likely to get paid more attention as well. The great part about this is you don't just drive traffic with these, you also drive these sort of second order effects. I'll show you an example. My friend Kang here from up above has found this link. I've tweeted it out. Then he goes to MySite.com. He visits whatever page I've tweeted there. Then he thinks, "Oh, well, that's actually pretty interesting." So, Kang's blog now links directly to it. This is why it is so important to be building that type of content that is share worthy, which we talked about a second ago, and to be tweeting, sharing, linking to, and Facebook status updating and LinkedIn status updating with those types of things. They are the kinds of things that will drive those second order effect of links and that will help you do SEO in the long run.
All right, final one here. Number five is that social media profiles can be a source of content for your site, both direct and inspirational. This means that social profiles can help you build the content that you need to have on your site in order to perform well in the engines, in order to target the long tail in a lot of cases. I'll show you what I am talking about. And even to do some exciting link based stuff.
One of the tactics that I really liked is a specific one, and I'll talk about a couple, is to use YouTube. YouTube sometimes will have very popular videos. When they are reference videos, or they are longer videos, or they have sort of tougher to understand content or the kind of content were someone might actually want to parse it in text form, you can personally transcribe. Add some value, right? Break out the things that are important. Bold them. Highlight some quotes. That kind of thing. Build, essentially, your own version of that video. You can embed the video from YouTube on your site, have a commentary and transcript. Do an SEO friendly title. Now you've created great content using, leveraging someone else's YouTube video. This kind of thing is just a phenomenal way to build content in a scalable way. You know that this is interesting stuff. You know this is stuff people care about because it has lots of views. It has become popular. Lots of people are tweeting it and sharing it. So you can follow up and capitalize on that.
You can do this as well with things like Twitter. If people are tweeting links or tweeting a conversation back and forth -- you'll see TechCrunch do this all the time, where they'll take an interesting conversation or Media Gazer, those kinds of sites -- they'll take an interesting conversation back and forth and they'll republish it with sort of screenshots of the tweets back and forth between people. They'll do a little bit of analysis. That will become a blog post. A permanent piece of content that other people will reference and link to and comment on and add content to. That means you can potentially earn rankings and traffic for those in the engines as opposed to tweets, which dissolve. I really liked a quote that was tweeted today that was for Brett Tabke. He said that the instant a blog post is created that content starts living forever and producing SEO forever. The instant a tweet is created it starts dying. Right? It starts going away. It becomes temporal. It fades in the background.
You can also use this for more direct kinds of content generation. That is to say, particularly on sites like Twitter, which essentially are very temporal in nature. As we've discussed, you can take this content that you produce, I tweet a few times a day, some of them are very interesting links, some of them are interesting content, and I can reproduce them in sort of a daily digest on my site. A blog post if I'd like. An archiving system. That content is priceless, right? I've carefully crafted those 140 words, but what are they doing for my SEO? Nothing. That is why it is so valuable to potentially releverage the content that you are creating in a walled garden environment, like Facebook, something like LinkedIn, particularly something like Twitter that is temporal, into this format on your own site and have the opportunity to rank for it.
All right, everyone. I hope you've enjoyed this edition of Whiteboard Friday. We look forward to seeing you again next week. Take care.
If you have any tips or advice that you've learned along the way, or have a question, we'd love to hear about it in the comments below. Post your comment and be heard!
October is National Energy Awareness Month, a national effort to underscore how central energy is to our economy, national security, and environment. To commemorate National Energy Awareness Month, the Obama Administration is kicking off a month of clean energy events and activities. Senior administration officials across the federal government will be highlighting the work being done to position our country for a more sustainable future, create new clean energy jobs and industries, and build the foundation for our long-term economic security.
Check out the current calendar of events, and be sure to check back often as more events are added.
Highlights
Kicking Off National Energy Awareness Month October 1, 2010 The Obama Administration kicks off National Energy Awareness Month with a calendar of clean energy events and activities from around the Administration.
Investing in the Health of the Great Lakes September 28, 2010 White House Council on Environmental Quality Chair Nancy Sutley travels to Milwaukee to tour restoration work that is underway and announce a Great Lakes Restoration Initiative grant.
Celebrating Our Environment on National Public Lands Day September 28, 2010 White House Council on Environmental Quality Chair Nancy Sutley and Environmental Protection Agency Administrator Lisa Jackson celebrated National Public Land Day by joining D.C. volunteers to help preserve the Aquatic Gardens at Kenilworth Park.
Educating the Next Generation of Environmental Stewards September 27, 2010 The Department of Education holds a national Sustainability Education Summit: Citizenship and Pathways for a Green Economy to discuss ideas and proposals for a national agenda to advance a sustainable economy through education.
Ocean Council Moving Full Steam Ahead September 24, 2010 The National Ocean Council (NOC) reaches organizational and outreach milestones as it works to ensure the stewardship of our oceans, coasts and Great Lakes.
A Saturday in the Outdoors September 24, 2010 Secretary of the Interior Ken Salazar encourages Americans to get outdoors in honor of National Public Lands Day and National Hunting and Fishing Day.
Promoting a Sustainable and Healthy Environment for All Americans September 22, 2010 Chair of the White House Council on Environmental Quality Nancy Sutley and EPA Administrator Lisa Jackson host a meeting to reconvene the Interagency Working Group on Environmental Justice.
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West Wing Week is your guide to everything that's happening at 1600 Pennsylvania Ave. Walk step by step with the President as he signs the Small Business Jobs Act, speaks to college journalists, holds backyard discussions about the economy with area families across the heartland and much more. Watch the video.
Today's Schedule
All times are Eastern Daylight Time
10:00 AM: The President receives the Presidential Daily Briefing
11:05 AM: The President makes a personnel announcement
11:30 AM: The President meets with Secretary of State Clinton
12:00 PM: The Vice President attends an event for Representative Jerry McNerney
12:15 PM: Briefing by Press Secretary Robert Gibbs
2:00 PM: The President attends Justice Kagan’s Investiture Ceremony
2:15 PM: Open for Questions: Education with Secretary Arne Duncan
3:20 PM: The President receives the Economic Daily Briefing
3:30 PM: The Vice President attends an event for Senator Barbara Boxer
4:00 PM: The President meets with Secretary of Defense Gates
Politics or Patients? Opponents of reform are focused on politics, but our Administration is working to deliver the benefits of the Affordable Care Act to the American people.
White House White Board: CEA Chair Austan Goolsbee Explains the Tax Cut Fight Introducing White House White Board, in which one of our key players on the White House team will cut through the political back-and-forth you hear every day and break down an issue affecting American families into simple, understandable terms.
Now that SEO has gone mainstream and everbody deals with it many people write about SEO who have barely a clue about it. Others, often web designers who know the basics of SEO from 5 or 10 years ago spread their outdated advice today.
Journalists, bloggers from outside the industry and writers for publications completely unrelated to SEO attempt to “join the conversation”. I have no problem with that.
Make your homework first though and then write. Also make sure to accept feedback. Some bloggers don’t like me pointing out their mistakes and delete my comments instead. Thus I decided to write about it where they can’t.
Another reason to speak up on these SEO myths is that most of them get wildly popular on Twitter. The examples below have garnered hundreds of retweets during the last two weeks.
1. Meta keywords matter for SEO via Mens News Daily
They don’t. SEO practicioners have been saying this for years and Google itself as well as as other search engines have confirmed: Meta keywords are dead as a SEO tactic. Even the meta description does not actually help you to rank better it can only make people click your your result.
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2. You need to “submit your site to social bookmarking sites“ (like Digg, Reddit, StumbleUpon) via 1stWebdesigner and Helium
First off you don’t submit to social bookmarking sites. Social bookmarking is guess what, about bookmarking! So you actually bookmark a site or rather a page as is more often the case. I use Delicious every day for that purpose like most other people. You can encourage people to bookmark you by different means but submitting your site like it’s a directory or something is SPAM.
Then Digg, Reddit and StumbleUpon are not bookmarking at all. The 1stWebdesigner author doesn’t even mention Delicious. Digg and Reddit are social news and StumbleUpon is social browsing/social discovery. On all of these sites ”submission of sites” for SEO reasons is frowned upon and that’s certainly not the way SEO works there. SEO on Digg means a clever linkbait headline or striking infographic. Digg ignores such submissions but on Reddit and StumbleUpon you get downright banned for “submitting s” as if it was a directory.
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3. SEO is only about “top positions” via Webdesignerdepot
I didn’t know whether I should cry or laugh. Another hugely popular web design blog offers a whole post of bogus SEO advice o rather anti-SEO myths. The post starts with the false assumption that SEO is only about top positions and that SEO companies only care for those. How wrong can you get? Most reputable SEO agencies preach usability, conversions and ROI for years, including SEOptimise. Just stop lying pal. I don’t even believe you can be that wrong without lying on purpose. Show me SEO companies that only care top position and I show you those living in the past.
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4. “SEO is evil” via Business Insider
Wow. Here you have an article by one of the brightest minds i the SEO industry and what does the editor do? S/he apparently changes the headline in order to capitalize on the anti-SEO prejudice wide spread on the Web. SEO is evil? Why then does Google itself publish SEO advice regularly? Please read the Google SEO starter guide [PDF link] first before even considering to meddle with legitimate SEO articles. Also reread the original headline of the post you completely reverted the meaning of: Why Journalists Need To Stop Resenting SEO.
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5. Local SEO is not SEO via Worcester Business Journal
This one is ridiculous. This journalist claims that you can rank without SEO by using local SEO. As she apparently doesn’t even know that local SEO exists she denounces SEO altogether. Awful ignorance, just awful. You can get your Google Places listing without an SEO professional but to actually rank with it you need a lot specialized local SEO tactics. Enough said.
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You surely wonder why I don’t link to the above mentioned articles. It’s becacuse every link counts as a vote for Google and any publicity. In case you know these publications I advise you to stop reading them as they spread lies, myths and misconceptions that will cost you money!
Also don’t spread such stories on Twitter. You’re just showing how clueless you are when it comes to SEO.
