26 September 2011Dave Trolle
The emergence of the social web over the past 2 to 3 years has led to many clients discussing a holistic social media and SEO strategy.
Although the core SEO best practices in site development and migration still and will always apply, the emergence of social means that there is a much greater emphasis on producing content which can be shared across multiple platforms.
Some of the key considerations when joining up social and SEO include:
- Optimising on site social assets including video and image to appear within Google Universal Search
- Syndicating social assets via partner sites including YouTube, Vimeo and Flickr to reach out to potential customers
- Educating content and editorial teams on how SEO needs to be developed into the overall content strategy
- Identifying and engaging with the blogosphere to ensure authority content publishers advocate your brand is key
- Allowing your customers and brand advocates to have a voice through the power of on site reviews and forums
- Extending brand advocacy to guest blogging
- Increasing link equity from competitions and viral campaigns
- Understanding what role social media and SEO have in the full customer journey
The key message from this is that social and SEO cannot operate in isolation. All stakeholders responsible for social and SEO activity need to ensure the strategies and tactics are leveraged.
Failure to do this will ensure economies of scale are not reached.
Dave has key channel and sector responsibilities including SEO, Insight and Marketing Technology to ensure Summit's propositions are market leading and driving innovation. Dave also ensures all technology developed and utilised by Summit is cutting edge and adds value both to staff and clients.