SEO & Social Media Summary April 2012

Posted by Hayden Allen-Vercoe on May 03 2012
Filed in Online Marketing Tips and Advice, Search Engine Optimisation (SEO), Social Media Marketing

April 2012 has seen dramatic changes to Search, both for SEO and Social. This has been a month of Panda refreshes and Penguin (‘web spam’) updates from Google. For an increasing number of site owners, the underlying thought with these updates is ‘If only their search results would improve along with their guidelines’…..

SEO April 2012

Updates, updates, updates! Search Engine Land looks at the more important changes to search Google implemented in March. This is equally important reading.

Vertical Media discuss the potential of Google+ for SEO in this video (there is massive potential). We agree.

Chris Crum picks up on sites dropping in traffic over the Easter weekend, possibly due to the Panda refresh update.

Meanwhile Spam Free search engine Blekko sees a 400% rise in search according to Search Engine Land.

Search engine Journal ask if personalised search results are becoming too personal? Their infographic suggests it is.

Easter and April fools showed Google’s funny side. This prompted Portent to list Google’s 101 best pranks and tricks. If you have a little time to kill, you could do worse!

Web Pro News issue Rand Fishkin’s challenge to all-comers to take down SEOmoz site rankings with negative SEO. For the benefit of all, good work Mr Fishkin. If anyone is capable of reducing rankings to the ‘clean’ SEOmoz site, this will be reported to Google and addressed. 

Distinguished Google Engineer Matt Cutts (that’s his title now!) posted an article ‘Another step to reward high-quality sites’, regarding the anti webspam Penguin update. The text examples of sites that will be targeted should not impact on anyone that is implementing an online content strategy that offers unique value and relevant content to your industry and customers (We can help with that, by the way).

If you are worried about that troublesome Penguin update, web pro news has a good guide on what to do next.

The 50 Google changes in March listed links as ‘something Google would be looking at’. The SEO industry still regards anchor text links as the most important ranking factor, as detailed by Search Engine Watch.

Social Media April 2012

Battle of the newcomers! Do you adopt the SEO power of Google plus or the mass audience and growing interest of Pinterest? Or both? Hubspot details the Social Media’s newbies and why they are individually and equally important for brands.

Hubspot take this further with 35 stats regarding the two new high performing networks.

Top Rank Blog list three Pinterest tools that are worth looking at and why they are useful for brands.

Google+ and Pinterest may be growing rapidly, but what about those ‘active’ 20 million Foursquare users? Read Write Web look at how Foursquare is doing and what Foursquare is not doing that it probably should be, um, doing.

Hate facebook Timeline? Well don’t. Marketing Land comment on Timeline for brand pages gives 46% higher engagement per post. Who knew?!!

Still not happy with Timeline? Social Media Examiner highlight 5 brands getting it right, for your inspiration.

Marketing Land discuss the recent aesthetic changes to Google+ and its navigation. Timeline-esque?

Social Media Examiner does what it does best and gives us the lowdown on just how to track social media traffic in Google analytics. Recommended.

The Daily Mail report on the commercial power of a facebook Like. It may be time to get that tired old facebook page working for you company again.

Orbital Media continue to deliver successful SEO and Social Media campaigns for clients this year. If you want higher visibility in search or social, why not call us today? 0203 411 9111.

SEO and Google Plus – Why ‘Search Plus Your World’ changes everything

Posted by Hayden Allen-Vercoe on May 01 2012
Filed in Search Engine Optimisation (SEO), Social Media Marketing

Search Engine Optimisation was always about using sensible keywords, creating great content (including those keywords) and linking. Not so much anymore, especially since the launch of Google’s social search – ‘Search Plus Your World’ (SPYW)

Social signals have been influencing search engines since 2005, but SPYW has taken social search to a new level. Google’s introduction of SPYW has changed how SEO is executed.

Now, SEO and Google Plus should be applied in conjunction of each other. Search results are affected by the users own social experiences with results greatly influenced by their circles of friends.

Google +1’s, shares and comments by someone within your circles in Google+ will be highlighted in relevant search results. Products / brands that have been given the Google social treatment by someone in your circles will appear higher than those that haven’t.

SPYW has made Google+ possibly the most important SEO tool and one that we should all adopt. Fast.

SEO and Google Plus now has to be more conversational, that is – content has to be more social (Fresh, interesting, useful, shareable) - to be well represented in Google’s most recent algorithmic shifts.

So SPYW is forcing more fresh, interesting, useful and shareable content online. This is no bad thing.

Searchers can opt out of SPYW and the new set of social based results. Your personalised results can be disabled permanently or temporarily using a new toggle.

However, even if you are logged out of Google, Google+ recommendations will still show up in Google search results. (http://marketingland.com/faq-google-search-plus-your-world-3533)

Just in case you missed the point, Google Plus should now be at the forefront of your social strategy. SEO and Google Plus have become the new Batman and Robin, the ever dynamic duo.

One new aspect of SPYW is a new ‘People and Pages on Google’ search results box. This, for me, is key to using SPYW from an SEO standpoint. Being listed in this box within the search results should be a priority aim.

So, how do you get to feature in ‘People and Pages on Google’? Google have offered some advice on this http://www.google.com/insidesearch/features/plus/relatedpeople.html and it is something every SEO and brand should read, understand and execute.

Any social media strategy should include points two and three, but with SPYW you should really treat Google+ as your number one social network for ‘social SEO’.

Still not sure? Well, you should be. Google+ will grow, you need to make sure your brand on Google+ page grows accordingly.

Just think of the power of facebook with its 800+ million users. I bet you have a facebook brand page. Why would you even think of ignoring Google, with its billions of daily searches?

For more help on this, Orbital Media have a step by step guide to creating a Google+ brand page.

And, Search Engine Land have a really useful, in depth article on SPYW.

Facebook page management guide for businesses

Posted by Hayden Allen-Vercoe on April 19 2012
Filed in Social Media Marketing, Social Networking

When managed correctly, your facebook brand page could be your most useful marketing tool; it can be the first port of call for your potential customer. Your facebook brand page can build a loyal fan base for your products and help people understand exactly what you are doing as a company.

When managed incorrectly, your facebook brand page could have a negative impact on your business; it could lead to a loss in confidence and / or sales. On any social media platform, when things go wrong it can be devastating.

Here is our facebook page management guide for businesses, so you can make sure your brand stands out.

1) Choose your admins wisely. Trusted, knowledgeable members of the team need to be in place. Essentially spokespersons for your brand, it is important you can rely on these team members. A good understanding of both the brand’s industry as well as social media and having the ability to use correct tone of voice are essentials.

2) Set a rhythm for your posts. This may vary from brand to brand, but there is a fine line between too many / too few. Too many updates may see your followers leave your page as they feel they are being ‘hounded’. Too few and these updates will get lost within their facebook feed. Measure how many impressions your post gets, hour on hour. By recording this over 2 – 3 weeks, you will have a good idea of when your last post stopped being effective. 1 – 2 posts every 24 hours should be your benchmark, you can increase or decrease as you see fit. Mashable have some more advice on this. 

3) Find the most effective time to post. This will vary depending on your brand. To determine, simply experiment – post before 08.00, post after 20.00 and lunchtime. Over a period of time, you will see which time gets the most engagement (likes / comments / shares).

4) Compose updates as a team. We have found best practise to be having one admin member originally compose updates and then pass them on for further ideas, proofreading, punctuation and to check they are factually correct (Important!).

5) Make your updates engaging. This is a social network, you need to try and keep things ‘social’. You wouldn’t go to a friend’s house and sell them a product. Try to apply the same on your facebook brand page, no hard sell. Making a topical statement relevant to your industry followed by a leading question works well. An image caption post can be popular on the right pages too. Relevant video links and jokes may also be a good area to pursue. Occasionally throw in new product news or links to your brand website, but do not go overboard on this.

6) Respond to all your posts comments. Good or (especially) bad, you have to participate in the conversation. Try to answer negative comments rather than just deleting, as this may further incite whoever posted originally. This is a sweeping statement, but in my experience, the majority of facebook users are a sensible bunch. However, you will always come across negativity in some way. It is how you deal with this that will make your facebook brand page stand out. Sometimes, just ‘Liking’ a comment will suffice.

7) Respond in a timely fashion. Point 1 stated ‘choose your admins wisely’, notice this was admins plural. Facebook is not 9 – 5, so it is important to have a number of staff who are willing and able to jump onto facebook whenever possible. If you can respond to a query / comment quickly, it demonstrates good customer service (see next point too).

8) Be a resource. At the start of this guide, I stated your facebook brand page ‘can be the first port of call for your potential customer’. I also said your admins should be savvy to your brands products / services. If a request for information on your brand comes in and isn’t answered or responded to poorly, the chances are that person will not want anything more from you. One of our client’s pages had a recent query from someone who had relocated to Canada. The follower was lamenting that they now could not purchase our client’s product. A quick search on the internet revealed some local stores that did retail the item. We quickly responded with links to the stores.

9) Give something back. There’s nothing like a facebook competition or a freebie to get your fans attention! This is a great way to build your audience and stir up some excitement on your brand page. Make sure you comply with facebook’s strict guidelines on competitions and use a 3rd party app like Easypromos or NorthSocial. We have found that a value of £300 and upwards can attract in a huge response.

10) Measure your achievements. Social media is free. No it is not, your time will play a key factor to the success of the page. With this effort in mind, it is worth measuring how you are doing. Facebook insights can give you vital information to where you are going right and where you are going wrong. Socialable wrote a really useful guide to insights, which is recommended. . Marketing Land also offer advice on insights.

Orbital Media Targets Twitter Athletes To Promote Colantotte’s Flex Loop Launch

Posted by Hayden Allen-Vercoe on April 17 2012
Filed in Online PR

Last month, Orbital Media was asked by Trion:Z and Colantotte to launch their brand new magnetic wristband – the Flex Loop.

It needed something special and something inventive – here is what we did:

We targeted top athletes and asked them to get involved by providing testimonials and images with the Flex Loop. In order to get athletes interested we tweeted them with one of our exclusive invites to review the product.  These athletes were specifically chosen because of their strong twitter followings and a high level of social media activity.

The attempt to get top athletes on board has been a roaring success.

Trion:Z and Colantotte now have support from prominent Olympic athletes (Steven Burke), professional darts players (Jamie Caven) and well known charity fundraisers (such as John Hibbs).

So far, this is one of Orbital Media’s fastest and most successful social media promotions of a new product, as it has ensured that the Flex Loop is well and truly out in the Twittersphere.

A guide to Pinterest for brands

Posted by Hayden Allen-Vercoe on April 13 2012
Filed in Online Marketing Tips and Advice, Social Media Marketing, Social Networking

Pinterest has soared this year, In the US Pinterest is now the 3rd most visited social network, beating G+ and Linkedin. People are clearly interested in Pinning. How can brands take advantage of Pinterest? Read our guide to Pinterest for brands.

A simple guide to Pinterest for brands

1. This is a simple one….request an invite. Go to Pinterest.com and enter your email. You will then have access to Pinterest via a return email, normally around 24 hours later. That’s it. For Pinterest, ease of use stays pretty much at this level.

2. When you receive your email invite, register as your company name. If you have divisions in other countries register accordingly, i.e. Orbital Media Network UK. This will form your Pinterest URL – http://www.pinterest.com/orbitalmedianetworkuk.

3. Add a ‘Pin It’ button to your brands website / blog. This is an easy process, just go to the Pinterest goodies section and select the buttons you need. Add Pinterest to your social sharing bar at the foot of each blog post, if you have this on your blog for other social networks. Pinterest supply the HTML code that needs to be inserted into your site.

4. Let followers on your other social networks know about your Pinterest page. If they like you enough, they may just follow you on Pinterest too.

5. On your brands facebook page, you can add a handy app called Pinvolve, which automatically allows users to re pin your images from your facebook brand page to their Pinterest boards. You can find out a little more and install the app here.

6. On your brands Pinterest page, create boards by, for instance, product category / services offered and pin all the images from your website / blog into relevant boards. This makes it a lot easier for your images to be shared through Pinterest.

7. Be keyword savvy with your image descriptions. Good descriptive long tail key phrases are required here. This is really important (see next point), do not be tempted to pin an image called ‘image1’. These long tail key phrases will have a better chance of being found and re pinned.

8. Pinterest generates links! When someone pins something from your site, Pinterest takes in the image and more importantly, a link.  The possibility of that pin being re-pinned will soon see a healthy amount of backlinks and higher Edgerank. See Search Engine Land for more on this.

9. Follow, Re pin and Like others. Mix it up with the big influencers on Pinterest. Find the major pinners (and ones who have a lot of re pins from their boards) and re pin their images. Like every other social network, make friends and these Pinteresters (?) may follow you back.

So that’s a quick guide on how Brands should start with Pinterest. What next?

How can Brands get the very best out of Pinterest?

1. Price it up. If you retail product, this is really good. Add a ‘£’ (or ‘$’) to your Pin description and Pinterest will automatically create a price banner (see image) for your photo. In the Pin description also add a link back to where this can be purchased (along with that descriptive long tail key phrase!!!). Your board has just become a secondary store front.

2. Hold a Contest. We know social network success can come from competitions and Pinterest is no different. A ‘Pin it to win it’, a ‘best board’ or ‘most re pins’ have already become popular. This level of pinning should generate a good level of following. As with all competitions, make sure you are within the social network’s terms of use.

3. Showcase a follower. Many brands use ‘fan of the month’ on facebook and the same can be applied to Pinterest. If a follower re pins your images, use it to your advantage. Appeal to their ego, big them up – they will be telling all! Great for increasing your following, but also great for ‘giving something back’.

4. Ask questions. Are you re launching a brand or service? Why not ask your followers to comment on your designs. This image led network is ideal for featuring new designs and for obtaining feedback.

5. This same method could work for an individual client. You can add more contributors to your Pinterest boards -that could be other team members / customers. Present your ideas and have some fresh ones presented right back. This would work well for a personal stylist for instance. One board from the stylist, one from the customer of various chosen clothes, giving a clear understanding of how to proceed. This creative engagement could be applied to a multitude of industries – not just fashion.