A presentation about Digital assets Optimization (or DAO, or Social Media Optimization - SMO) that I put together for the recent SEMstandard 2010 Conference in Warsaw, Poland http://www.internetstandard.pl/konferencje/semstandard2010/ After a introduction on Social Media and Social Media Optimization, and the analysis of the Google SERP with Google Universal, the special focus of this presentation is on "HOW TO OPTIMIZE" Videos, RSS feeds and Google Maps for a better performance on both search engine results and social media networks. Featuring also the now classic SEO Detox Clinic, the 12-step program to get out of SEO and into SMO!!! For more presentations, news and agency services for Social Media Marketing, visit the Global Search Interactive website and blog at http://www.globalsearchinteractive.net

1. digital assets
optimization
optimizing digital media for a better marketing
performance on search engines and social networks
massimo burgio
global search interactive
www.globalsearchinteractive.net
SEMPO board of directors
warszawa april 26-27, 2010 www.sempo.org

2. SEMPO Poland rocks!

3. digital assets what?
DAO MAO
Digital Media
Assets Assets
Optimization Optimization
ROC SCO
Relevant Social
Optimized Content
Content Optimization
SMO DMO
Social Digital
Media Media
Optimization Optimization
multimedia
optimization

4. social media optimization
SMO
Social
Media
on-page tactics /
Optimization
process of trying to get
one's content more
widely distributed
across multiple social
media networks

5. 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.

6. online media assets: universal search
web pages
images
maps
videos
news
real time
meteo
books
advertising
search:
restaurant in warsaw
mountain bike

7. online media assets: optimized universal search

8. universal search: go for the full tail

9. universal search: eye tracking
eye-tracking on google serp BEFORE eye-tracking on google serp AFTER
universal search universal search

10. universal search study (germany)

11. universal search study (germany)

12. blended results powered by... people!

13. social search / wisdom of crowd
people helping people finding stuff
online collaborative tools
voting & ranking
directory building sharing & tagging
commenting & bookmarking uploading and posting
top SERP for blogs, social
networks and real time content
context, freshness, relevancy

14. after all, social is better than porn

16. social media networks: facebook what?
• Social networking sites
• Online collaborative tools
• Photo / video sharing sites
• News aggregators
• Blogs / bloggers’ communities
• Forums / Message boards
• Social bookmarking
• Podcasting / videocasting

17. social media networks: it’s about conversations

18. social media strategies: it’s about goals
Branding Marketing
+Promotions Brand
Reputation Management
Lead Generation Direct
Sales Customer
Retention Customer
Support Business
Intelligence Product
Innovation Public
Relations …

19. social media marketing: it’s about resources

20. social media optimization: focus
text
copywriting on pages
real time copy on comments
copy on ratings/opinions
news
anchor text / links
images
vanity URLs
RSS feeds
video
maps

21. social media optimization: focus
text
keyword-rich tweets
real time status updates
blog / forum comments
news
images
vanity URLs
RSS feeds
video
maps

22. social media optimization: focus
text
real time
news optimized press releases
images tweets (hashtags)
status updates
vanity URLs
RSS feeds
video
maps

23. social media optimization: focus
text
real time
news same as SEO
images include everywhere
create albums and pools
vanity URLs good tags and descriptions
RSS feeds
video
maps

24. social media optimization: focus
text
real time
news name your social profile
images using branded and non
branded keywords – some
vanity URLs will turn into vanity URLs
RSS feeds
video
maps

25. social media optimization: focus
text
real time
news
images
vanity URLs
RSS feeds
video lots of good tips
coming up!
maps

26. social media optimization: 22 tips for blog SEO
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
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
submit both blog and feeds to directories

27. social media optimization: RSS feeds

28. social media optimization: RSS feeds
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)

29. social media optimization: RSS feeds
CREATE AN OPTIMIZED RSS FEED
well, it’s not really not so simple…
<?xml version="1.0" encoding="UTF-8"?>
<?xml-stylesheet href="http://feeds.searchenginewatch.com/~d/styles/rss2full.xsl" type="text/xsl" media="screen"?><?xml-
stylesheet href="http://feeds.searchenginewatch.com/~d/styles/itemcontent.css" type="text/css" media="screen"?><rss
xmlns:feedburner="http://rssnamespace.org/feedburner/ext/1.0" version="2.0">
<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="http://www.w3.org/2005/Atom" rel="self" href="http://feeds.searchenginewatch.com/ses"
type="application/rss+xml" />
<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 &amp; 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="false">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&amp;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>

30. social media optimization: RSS feeds
SUBMIT BOTH BLOG AND FEEDS TO DIRECTORIES AND ENGINES
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

31. let’s review the universal search results

32. e-shelf strategy / SERP real estate

33. social media optimization: video search
MAJOR PLAYERS VIDEO SEARCH ENGINES
• YouTube • YouTube
• MySpace Videos • Google Video
• Yahoo! Video • Google Universal Search
• AOL Video (SingingFish) • Yahoo! Video Search
• Alice Video (DailyMotion) • Blinkx.com
• Metacafe • Daggle.com
• Veoh • Searchforvideo.com
• Blip.tv • TVeyes.com
• Imeen • Revver.com
• ... • Metacafe.com
• Brightcove.com
• ...

34. social media optimization: video optimization
TO HOST OR NOT TO HOST?
ON SITE VIDEO HOSTING 3RD PARTIES VIDEO HOSTING
• complete control on video content • automatic encoding
• meta tags and encoded video meta • marketing to a larger “captive
information under control audience”
• search engine targeting through SEO • simplified search algorithm
techniques
• bandwidth + disk space costs
• time/material investment to encode
videos, create web pages and optimize
assets
• video encoding software cost +
complexity

35. social media optimization: video optimization
TO HOST OR NOT TO HOST?
VIDEO HOSTED ON SITE
• Encode videos in several formats and for high-bandwidth, but always give a low
bandwidth option
• Popular formats: MPEG, QuickTime, Real, Windows Media, Divx
• Use relevant keywords and “rich names” for both video files and directories
• Encode video with rich metadata. Use Keyword research tools such as
Wordtracker, Google Adwords etc.
• Optimize the web page hosting the video (including text content and, if possible,
transcriptione) for better performance in organic and universal results
• Simplify URLs and directory tree. Put the video directory off root if possible.
Include a link to video page in footer and sitemap
• Create video RSS feeds (MRSS)
• Submit as much videos ad possible and relative sitemaps/rss to search engines

36. social media optimization: video
TO HOST OR NOT TO HOST?
THIRD PARTIES VIDEO HOSTING
• 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

37. social media optimization: time to market
• Create buzz, this is what social media is about
• Be creative and sexy – like advertising is supposed to be
• Take advantage of multiple uploading tools like TubeMogul
• Talk about your videos in forums, blogs and social networks
• Take in consideration Social Bookmarking (del.ici.us, Digg, StumbleUpon)
• Include well defined calls to action, and a tracking analysis
• Tell your friends (a lot of them)
• Be interesting: social networking is about linking – and linking is about
relevance!

38. viral video redistribution: RSS at work

39. video optimization tips from SEOmoz

40. online media assets: universal search
web pages
images
maps
videos
news
real time
meteo
books
advertising
search:
restaurant in warsaw
mountain bike

41. social media optimization: google maps
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 about it
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 & description
City name in the business name & description – location close to city
center – reviews, especially good ones
Add photos and videos – coupons are also a good move on local search

42. from SEO to SMO in 12 steps
SEO
detox +
clinic

43. +
SEO DETOX clinic + a 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 optimized)
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

44. thank you!
dziekuje!
massimo burgio
global search interactive / sempo
www.globalsearchinteractive.net
www.sempo.org
massimo@globalsearchinteractive.net