Last part (4/4) of the training material I prepared for the Masterclass of Digitalmarketingforung DM10 in Holsterbro, Denmark http://www.dm10.dk. Topics: Social Media Optimization, Analytics and Site / SEO Clinic. Check out the complete series of presentations here on Slideshare. More social media marketing news, info and presentation at my blog http://www.globalsearchinteractive.net

1. master
class
search + social media marketing
15 november 2010
holstebro, denmark
massimo burgio
global search interactive / sempoPARTS 8-10
SMO
ANALYTICS
CLINIC

2. master
class
search + social media marketing
PART 8
SMO

3. Digital
Assets
OptimizationDAO
Social
Content
OptimizationSCO
Digital
Media
OptimizationDMO
Social
Media
OptimizationSMO
Relevant
Optimized
ContentROC
Media
Assets
OptimizationMAO
let’s talk about multimedia optimization
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

4. social media optimization
on-page tactics / process
of trying to get one's
content more widely
distributed across multiple
social media networks
Social
Media
OptimizationSMO
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

5. online media assets for universal search
search query:
sushi restaurants
copenhagen
blended results
• web pages
• images
• maps
• local listings
• videos
• news
• real time
• meteo
• books
• advertising
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

6. online media assets for universal search
search query:
mountain bike
denmark
blended results
• web pages
• images
• maps
• local listings
• videos
• news
• real time
• meteo
• books
• advertising
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

7. long tail in universal search: case history
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

8. eye-tracking on google serp BEFORE
universal search
eye-tracking on google serp AFTER
universal search
cognitive aspects in universal search
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

9. real time
news
images
vanity URLs
RSS feeds
videos
maps
text
social media optimization focus
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

10. text
real time
news
images
copywriting in pages
copy in comments
copy in votes / opinions
anchor texts / links
vanity URLs
RSS feeds
videos
maps
social media optimization focus
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

11. text
real time
news
images
keyword-rich tweets
keywords in status updates
blogs / forums comments
vanity URLs
RSS feeds
videos
maps
social media optimization focus
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

12. text
real time
news
images
online press releases
tweets (hashtags)
status updates
vanity URLs
RSS feeds
videos
maps
social media optimization focus
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

13. text
real time
news
images
same as SEO
everywhere
create albums + collections
tags and rich descriptionsvanity URLs
RSS feeds
videos
maps
social media optimization focus
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

14. text
real time
news
images
branded/unbranded
keywords in username –
some will turn into vanity
URLs and rank on searchvanity URLs
RSS feeds
videos
maps
social media optimization focus
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

15. text
real time
news
images
lots of tips coming up
take notes!
vanity URLs
RSS feeds
videos
maps
social media optimization focus
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

16. social media optimization: blogs
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

17. • choose the right blogging platform
• a keyword-rich blog name / URL
• title of a post before the name of site in title tag
• always use permalinks and trackbacks
• adopt heading tags (h1 , h2, h3) for post headings
• keywords in title, body, anchor text
• add relevant keywords and descriptions to metatags
• keep in mind keyword density, proximity, ratio
• focus on content relevancy
• use both tags and categories
• link to authority sites - don’t exceed with outbound links
• remove dead links
• link to other posts on your site
• alt / title attributes on images
• optimize your RSS feeds
• avoid duplicate content
• use a clean code
• generate a sitemap
• use a robots.txt file
• implement Google Analytics
• claim your blog in Technorati – don’t forget to ping
• submit both blog and feeds to directories
blog optimization: 22 tips of blog SEO
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

18. social media optimization: RSS feeds
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

19. Channel info:
<Title> name of feed channel
<Link> URL homepage of blog/website’s channel
<Description> description of channel’s topics and content
News (article) info:
<Title> Title (with keywords) of the news article
<Link> URL to full post
<Description> description of post’s topics and content (teaser)
create an optimized RSS feed
• proprietary feed
• fedburner.com
• simple code
• validate the feed (validator.com)
• register to your own feed
• don’t forget to ping
social media optimization: RSS feeds
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

20. social media optimization: RSS feeds
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

21. social media optimization: RSS feeds
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

22. Google
Google BlogSearch Ping Service
Yahoo!
DMOZ.org
MSN LiveSearch
Ask.com / Ask.co.uk
MyYahoo! / MyMSN
Technorati
FaganFinder.com
Weblogs.com
blo.gs (Yahoo!)
Blogflux.com (Eatonweb)
Photoblogs.com
Sphere.com
Answers.com
About.com weblogs.about.com
Best Of The Blogs weblogs.botw.org
Guardian Newsblog blogs.guardian.co.uk
Syndic8.com
RSSMicro.com
MillionRSS.com
RSS-Network.com
2RSS.com
RSSHugger.com
Search4RSS.com
FeedFury.com
MyFeedz.com
YourFeeds.com
Topix.net
IceRocket.com
Plazoo.com
Octora.com
StrategicBoard.com
Genwi.com
Fastbuzz.com
Blogdigger.com
social media optimization: submit RSS feeds
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

23. social media optimization: online video
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

24. social media optimization: online video
on-site video hosting
• complete control on video content
• meta tags and encoded video meta information under control
• search engine targeting through SEO techniques
• bandwidth + disk space costs
• time/material to encode videos, create web pages, optimize assets
• video encoding software cost + complexity
third parties video hosting
• automatic encoding
• marketing to a larger “captive audience”
• simplified search algorithm
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

25. social media optimization: online video
video hosted on site
• encode videos in several formats and for high-bandwidth. always
give a low-res option
• popular formats: MPEG, QuickTime, Real, Windows Media, Divx
• use relevant keywords and “rich names” for video files /
directories
• encode video with rich metadata. use keyword research tools
(wordtracker, google adwords)
• optimize the web page hosting the video (including text content
and transcriptions) for performance in organic/universal results
• simplify URLs and directory tree. put the video directory off root if
possible.
• include a link to video page in footer / sitemap
• create video RSS feeds (MRSS)
• submit videos and sitemaps/RSS to search engines
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

26. social media optimization: online video
video hosted on third party site
• encode videos with the best possible quality accepted by video
sharing sites
• use watermarks and opening/closing titles to protect your assets
and to create branding effect – choose creative commons to
maximize distribution
• optimize video submission using good (keyword-rich) titles,
descriptions, tags, geo-targeting, links and, if possible, a full text
transcription of the video
• develop a solid link building strategy. anchor texts are (still)
important to google
• allow download, share, embed, comments, replies -
all social features to maximize distribution
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

27. viral video distribution: tubemogul
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

28. youtube marketing and more
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

29. more video SEO tips from SEOmoz
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

30. social optimization: google maps / local listing
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

31. • google grabs data from different sources, usually
the most relevant result for a local search
• get your address right – consistency of address
across all sites
• phone numbers – don’t forget the country code
• register with google's local business center –
yahoo!'s local search – live/bing search local listing center
• service and/or product name in business name and descriptions
• city name in the business name and description – location close to city
center – reviews, especially good ones
• add photos and videos – coupons are also a good move on local search
social optimization: google maps / local listing
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

32. http://bit.ly/google-local-listing
good advice on optimizing google local listings
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

33. http://bit.ly/google-local-listing
good advice on optimizing google local listings

34. more video search stories: parisian love
http://bit.ly/parisian-love-story
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

35. more video search stories: parisian love
http://bit.ly/parisian-love-story

36. master
class
search + social media marketing
PART 9
ANALYTICS

37. traffic to web / blog
• web analytics
• google analytics
• omniture and more expensive platforms
• server logs and proprietary solutions
• KPIs, conversions
measuring social media traffic
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

38. traffic to social networks
• facebook / youtube insight
• video views
measuring social media traffic
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

39. traffic to social networks
• facebook / youtube insight
• video views
• tubemogul
measuring social media traffic
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

40. measuring social media engagement
traffic to social networks
• facebook / youtube insight
• video views
• tubemogul
• engagement / social KPIs
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

41. brand reputation management
• nielsen buzz ratings
• google news alerts
• twitter search
• twilert, twitterfeed
• socialmention.com
• scoutlabs
• who’s talking
• monniter, tweetbeet
• ....
measuring social media buzz / reputation
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

42. master
class
search + social media marketing
PART 10
DETOX

43. detox
clinicSEO
+
social media optimization in 12 steps
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

44. SEO DETOX clinic: 12-step program
1 - forget your website
2 - forget PageRank
3 - tags are more important than metatags
4 - an image is worth more than 100 words
5 - a video is worth more than 100 images
6 - flash is good (if not invasive and well optimized)
8 - share what you know (social search)
9 - share what you like (social bookmarking)
10 - other people’s content is good too (embed, like)
11 - do not buy links, generate them
12 - ranking on Technorati is good as ranking on Google
7 - share what you own (RSS)
+SEO
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

45. master
class
search + social media marketing
+SITE
CLINIC

46. massimo burgio
global search interactive / sempo
www.globalsearchinteractive.net
www.sempo.org
massimo@globalsearchinteractive.net
facebook.com/massimoburgio
twitter.com/massimoburgio
linkedin.com/in/massimoburgio
slideshare.net/massimoburgio
tak!