3 Ways To SEO Someone Else’s Site (And Benefit From It)

December 15, 2012 By Chris Smith Leave a Comment

(originally posted on DesignBigger)

All the time, we’re told that all of our efforts should push traffic only to our site. We should be building links to try to raise domain authority, take advantage of referral traffic, and building up rankings for our site. While we can’t abandon those ideas altogether, sometimes there are moments where stepping outside of that thought pattern can really help us in the long run.

1. Great PR, Bad SEO

If you’re doing content marketing the way you should be, chances are, you’ll have some writeups in various publications. Ideally, if you get a great review from the local newpaper calling your business the best in town, you’d want that to show up when someone searches your brand name, right? Unfortunately, most of the traditional-media-turned-online-media are still pretty bad at search optimization.

Getting a branded search to show that glowing writeup will do great things for your conversion rate, so take some time to point some branded links towards that resource. You’ll help build up the link profile (and the authority) for that page, which hopefully will flow back down to your site. But, more importantly, that site will show up for someone searching for information about you, and perhaps be a little more convinced that you have what they’re looking for.

2. Pass The Authority

Sometimes there are keywords you really want to go after, but they’re just too competitive, or you’ve got a brand new site that hasn’t quite taken off yet. That doesn’t mean that you’re left high and dry. Just because your site doesn’t have the weight to show for that keyword, there are plenty of properties you can control that do.

This is where social media properties can be a great asset. Not just your company page on Twitter and Facebook (although properly optimizing those can help out), but the “second tier” stuff like Eventbrite and Slideshare. If you do ANY sort of presentations, upload them to Slideshare. You can control nearly any aspect of the page, and optimize it pretty nicely. If you get a fair amount of action on that Slideshare presentation, you’ll show up on the front page of the site. That will get your presentation ranked for some pretty competitive keywords, and in turn, drive some educated and interested traffic back to your site.

You could do something similar for Eventbrite if you’re in a business that does events. Create your event invite, and optimize the page for the keywords you’d like to rank for. Tying the Eventbrite into your social networks will promote action on that page, and in turn, will push it up, giving it a solid chance to rank well.

Here’s where it starts getting even more meta: guest posting. If you don’t have much in the way of blogging, or an already established authority, it might be a little more difficult, but if you can swing it, it’s worth it.

Find a blogger that ranks well for your niche, particularly, a keyword or two you’d like to rank for. Offer a guest post, but don’t ask for a link back. Yes, you read that correctly. You’re much more likely to get a “yes” to a guest post if you make sure that you aren’t asking for a link. You simply want to provide an awesome post that’s associated with you and your brand name (an unstructured citation). When you’re shopping for guest-posting opportunities in the future, this will give you a leg up on the link-hungry wolves going after every blogger out there.

3. Six Two Degrees Of Seperation

This is a little bit of the first tactic, mixed in with a little bit of black-hat tactic, but cleaned up a bit to keep your site safe from harm.

Sometimes, you’ll get what should be a great link from a great, high-authority site. But, you’re just not getting the traffic you think you should from it. Maybe it just wasn’t a relevant or a popular idea yet, and kind of got buried in the noise. It might not have even been indexed. If it’s on a high-authority domain, it may be worth it to point some links at it to give it a bump. Once you help it get indexed and show the search engines a little bit of traction on it, often, it’ll start to inherit some of that high authority and begin to rank much better. It’s a great case for re-posting on your social media profiles, dropping a comment on a forum you frequent already if it’s a pertinent article, or (and here’s the little bit of black-hat for you) testing out that directory that you aren’t really quite sure about yet.

Just remember though, what goes around, comes around. Don’t get crazy and blast it with spammy links. As Wil Reynolds could tell you, that sort of thing can come back to haunt you.

Finally…

This all boils down to one idea: increasing and enhancing the rankability of other sites that can directly affect you in a positive way. The better those guys do in search, the more business that’ll be pushed your way. Search engine marketing sometimes takes some odd and unique ideas, and this is one that can work for you.

Why Social Media Is Important To SEO

December 14, 2012 By Chris Smith Leave a Comment

(originally posted on DesignBigger)

The lines between social media and SEO continue to blur more and more each day, and there is only one reason; social media is important to SEO! Why is social media so important to SEO? Simply put, social media is content and content is important to a well-executed SEO strategy.

So, big deal; we already knew that content was important to SEO. But, what we know and what we practice are often two very different things. Every social media post you schedule has the ability to reach your brand’s target audience, and it’s your responsibility to schedule engaging content. Engaging content could be things such as personal insights and stories, useful videos and tips; resources that help your customers solve their day-to-day problems. Just keep in mind the key is to add value. If you aren’t adding value, then why are you posting?

You can earn customers via social media without spending a ton of money.” –Jennifer Lopez, Director of Community at SEOmoz

As you continue to add value to people’s lives, you will slowly (and sometimes, if you’re lucky, rapidly) see your social audience grow. As your social audience grows, so does your influence, and in turn your authority. There is something funny about authority, when we are young we want nothing to do with it, but once we are older it’s all we want….well that is if you are searching for Google’s authority! The amount of engaging content you produce on your social networking sites result in Google passing a certain amount of “authority” to your brand, as it views you as an authority in your specific area due to the amount of people commenting, liking, sharing, re-tweeting, etc.

The important thing to remember is that Google is looking for social validation.

The SEO industry has developed a bad reputation with people buying thousands of links and following the worst of the worst black-hat SEO practices just to get a step ahead of the curve, but remember cheaters only win for a short while. Spend the time building quality content, and you won’t have to worry when the next Google Penguin update hits.

I’m no fortuneteller, but the signs are as plain as day. Social media will continue to become more and more closely linked with SEO. Make sure to spend the time developing your content, and remember to always ask yourself if you are adding value.

Facebook’s Video Chat Will Kill And Save Skype

July 6, 2011 By Chris Smith Leave a Comment

Facebook’s announcement today included information about the much talked-about video chat. Now, video chat is nothing new or particularly special. It’s been consumer available since the mid- to late 90’s (CU-SeeMe, anyone?). However, it’s always been something that hasn’t been accessible to many folks, especially the less tech savvy among us.

Think about it for a second. Not only do you have to purchase the hardware (easy), you have to find a suitable chat program (less easy), set up and successfully connect your camera (not easy or impossible depending on driver support), and then convince your chat partner to do the same (nearly impossible). Unless one was very determined, the average user would rarely get over the hump of setting up a workable video chat on both ends.

Nowadays, most laptops (and all-in-one desktops) come with built in cameras. Even many of our phones have multiple cameras, along with iPads, some Android tablets, etc. So, we’ve solved the hardware issue mostly. Facebook has come along and solved the rest of the equation by providing a mostly ubiquitous solution to the chat program fragmentation issue.

Facebook’s fastest growing audience is the 40+ demographic. They’re more likely to have children and grandchildren that are tech-proficient, and in an attempt to connect with them, have joined Facebook (and other social networks) en masse. Many times, this is driven by physical distance between relatives. Considering all that, I believe that we’ll see a surge of Facebook video chat use by this demographic.

This surge of use is exactly what will keep Skype in business. Microsoft made a smart move to acquire this property in light of their current partnership with Facebook (the rumors of video chat had to come from somewhere). Otherwise, the prospect of a Facebook-built chat within their infrastructure and application would have spelled Skype’s doom. Although it is certainly one of the easier video calling applications out there, that extra step required to use it is what will make the majority of users choose Facebook’s solution over the official Skype application.

I predict that Skype will get out of the standalone video chat game within the next 3 years. Although Google+ is making a solid run at whittling away the nerdier social media users, integrating some of Skype’s advanced video chat features will eventually phase out Skype application users, and turn them into Facebook video chat users. There are very few (if any?) Skype video chat users that wouldn’t at least be familiar with using Facebook’s version.

If they can also launch this feature for businesses via the Page application, that would solve many of the privacy concerns that some people would have with switching from Skype to Facebook. The framework is there (via the “Use Facebook as ABC Company” feature). You’d switch your session to login as the business, and then be able to chat as ABC Company to someone who has Liked the business. There is a huge potential for businesses using this by the ability to broadcast to your Page (much like uStream).

I believe that Skype made the right move. While they could likely still keep a small portion of video-only users on their service, I think that handing that over to Facebook will be a wise choice for them in the long run. It’s a real life example of “if you can’t beat ’em, join ’em“.

Open Graph Protocol For Facebook and WordPress

April 28, 2010 By Chris Smith Leave a Comment

Recently, I toyed around with the Open Graph Protocol implementation on Facebook. I think there’s a very possible way to elegantly promote WordPress posts on Facebook while taking the responsibility of actually pushing it to Facebook off of the reader.

Robert Reinhard’s post mentioning the incompleteness of it got me to thinking about how to effectively incorporate it into WordPress. It seems that if you use the by-the-book way to setting it up, Facebook wants you to only promote objects (actors, movies, musicians, businesses, etc.) but not necessarily content (blog posts, news articles, etc.). There is an “og:object” META tag that lets you assign a specific object type so that the properly categorized page is created on the Facebook side of things.

This is well and good, since most modern CMS systems allow for a custom field wherein the value can be accessed via a variable. One could conceivably use a custom field in an aggregation page to mark an artist’s name, and insert the “og:type” programmatically as “artist”, and insert the artist’s name value into “og:title”. This would, in effect, create a Facebook Page linking back to your aggregation page on the original site. While this isn’t the exact intent of Facebook’s Open Graph implementation, it will become a trend in the near future once widespread use starts to occur.

Additionally, there’s another method that I think could prove useful in the blogging/news article implementation. Omitting the “og:type” attribute will cause Facebook to NOT start a new Page, but the Like action will show up on the Wall of the user Liking the article, and, subsequently, the newsfeeds of Facebook users following that person. Another added benefit is that the deep link is not “nofollow”. I’ve yet to be able to determine whether or not Public walls (even when exposed to search engines in the settings) are being crawled by Google, but, a followed link can’t hurt. The key to making this method successful is properly titling your posts/articles to make them enticing to click through to. You’d then want to use whatever “title” variable in the “og:title” meta tag so that it is pushed through to Facebook.

I think that the biggest thing Facebook could do to make this great is implementing a way to attach non-object Likes to existing Pages. That would bring out a much more effective Page when real users are promoting articles on your Page versus a cross-posting module that can sometimes be a bit screwy. All in all, it’s a step in the right direction, but, we’ve still got a ways to go.

1. Great PR, Bad SEO

2. Pass The Authority

3. Six Two Degrees Of Seperation

Finally…

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