SMBMSP Social SEO with Lee Odden
By Allie Fendrick, Category: Blog - August 26, 2011
This morning at the Social Media Breakfast Minneapolis with Lee Odden – Social SEO, I experienced 60 minutes of pure gold. Lee Odden of TopRank Online Marketing got it right with this fast-paced download on the intersection of search and social. The most refreshing part of this presentation was his cut-to-the-chase approach. Taking, what I imagine to be a magnitude of information, he sliced it all into worthwhile knowledge bites: the battle of the social/search companies, useful advice for processes and research when developing social media and search plans and a ramp-up from search/social 101 to an advanced forward-thinking snapshot of how to dominate and win over visibility with smart content.
Worthwhile takeaways if you could not attend SMBMSP Social SEO with Lee Odden:
Battle of Social/Search – Companies continue to guard the “fortress”
- Google and Facebook are not best friends and both understand that people bounce between social and search to find information – the battle continues to be which preference comes first. It is a chicken and egg situation and people have different preferences for different situations. Just create great content and keep an eye on the ongoing developments.
- Google and Twitter are also fighting; the real-time search option has disappeared from Google search results sidebar because the contract for access to full feed of public updates is officially up. More info: http://on.mash.to/nKv5bq
What you need to know about search + social
- The visibility/engagement intersection between social and search is strategically distributing and optimizing great content.
- Great content isn’t great until it’s discovered, consumed and shared.
- Optimize for people not search engines but know search engine best practices.
- Companies should take advantage of real-time and situational optimization more often; say your customers are having issues with a specific product – whip up a website, optimize it for the problem and, bingo, less money to your call centers or help lines.
- Content creation should all be keyword rich; launching all online projects with good keyword research greatly expedites the process.
What should I do to incorporate social and search information for my company you ask?
- Understand how your customers search, consume and share (chat with @alliefendrick to discuss how).
- Take that information and build all of your content and functionality around your findings.
- Have great content keyword choices in both social phrasing and search phrasing – this ensures your content is optimized for both (chat @alliefendrick about how to find these).
- Create content for your audiences and don’t make your plan stone – a plan is meant to ride a learning wave in order to find and build a bridge of content between what your customers want and what you want to achieve for your business.
- Build your social hub and grow all of your distribution channels to provide different content. Or, provide the same content but filtered specific to how that audience wants to receive it – you want people to be waiting to read what you are going to post next.
Quick Stats I know all you analytics/social media geeks love:
- There are 88 billion searches/month
- There are 27 million shared pieces of content/day
- 70 percent of brands social content doesn’t rank top 20 for brand names
- 54 percent of all time on the web is content consuming
Feel free to e-mail me with any questions/comments or suggestions at firstname.lastname@example.org