From SEO to Organic Search Optimisation (OSO): ​ How SEO is embracing social media​

Transcript

1. From SEO to Organic Search Optimisation (OSO) /in/valentinastragliotto/ ga.agency From SEO to Organic Search Optimisation (OSO): How SEO is embracing social media Valentina Stragliotto GA Agency speakerdeck.com/valentinastragliotto1 /in/valentinastragliotto/
2. From SEO to Organic Search Optimisation (OSO) /in/valentinastragliotto/ ga.agency A bit about me I am a Gen Z (that feels like a Millennial in many aspects!) ...and how I got interested to the synergy between socials and SEO! My name is Valentina
3. From SEO to Organic Search Optimisation (OSO) /in/valentinastragliotto/ ga.agency GA Agency A London-based independent digital agency, providing businesses with global digital marketing coverage across owned, paid, earned channels – all of that with a local approach to each market. Office in Soho, London We speak 17 languages in-house
4. From SEO to Organic Search Optimisation (OSO) /in/valentinastragliotto/ ga.agency Have a look... 1 2
5. From SEO to Organic Search Optimisation (OSO) /in/valentinastragliotto/ ga.agency Purchase Decision Community Exploration Loyalty Experience Gen Z broke the marketing funnel!
6. From SEO to Organic Search Optimisation (OSO) /in/valentinastragliotto/ ga.agency How many of you learnt about a new product or business on social?
7. From SEO to Organic Search Optimisation (OSO) /in/valentinastragliotto/ ga.agency How many of you looked for inspiration for a product on socials?
8. From SEO to Organic Search Optimisation (OSO) /in/valentinastragliotto/ ga.agency So let’s talk about OSO Specifically, about Social Media & SEO Synergy...
9. From SEO to Organic Search Optimisation (OSO) /in/valentinastragliotto/ ga.agency I don’t want to preach we are social media experts. We are SEO experts.
10. From SEO to Organic Search Optimisation (OSO) /in/valentinastragliotto/ ga.agency SEO can be the secret weapon of social media. Social media can be the secret weapon of SEO.
11. From SEO to Organic Search Optimisation (OSO) /in/valentinastragliotto/ ga.agency How could we make social media less scary for our clients?
12. From SEO to Organic Search Optimisation (OSO) /in/valentinastragliotto/ ga.agency Why is it so... hard?
13. From SEO to Organic Search Optimisation (OSO) /in/valentinastragliotto/ ga.agency Walking into a tunnel is easier when you can see where you're going and know there's a light at the end. It's harder when you enter without knowing where you're stepping or if there's a light to guide you.
14. From SEO to Organic Search Optimisation (OSO) /in/valentinastragliotto/ ga.agency Proof – Showcase the missed opportunities (Traffic & $) 1 | 7
15. From SEO to Organic Search Optimisation (OSO) /in/valentinastragliotto/ ga.agency Show data of missed opportunities (Expected CTR) 0% 10% 20% 30% 40% 50% 60% 2000 2005 2010 2015 2020 2025 CTR by positions Year Ranking 1 Ranking 2 Ranking 3 Ranking 4 - 10 2 | 7
16. From SEO to Organic Search Optimisation (OSO) /in/valentinastragliotto/ ga.agency Make it a reality 3 | 7 Analysing the actual performance Embracing the trend Exploring trends on socials Sharing the organic impact
17. From SEO to Organic Search Optimisation (OSO) /in/valentinastragliotto/ ga.agency 4 | 7 Create a clear pathway
18. From SEO to Organic Search Optimisation (OSO) /in/valentinastragliotto/ ga.agency Look up directly on socials! 4 | 7
19. From SEO to Organic Search Optimisation (OSO) /in/valentinastragliotto/ ga.agency Are your competitors not there? That’s even better. *92% of leaders agree that socials have a positive effect on competitive positioning. 4 | 7 *SproutSocial
20. From SEO to Organic Search Optimisation (OSO) /in/valentinastragliotto/ ga.agency Get to know your audience. *94% of business leaders agree that social data and insights support with brand reputation and loyalty. 4 | 7 *SproutSocial
21. From SEO to Organic Search Optimisation (OSO) /in/valentinastragliotto/ ga.agency Cross publishing. *91% of leaders agree that socials facilitate PR functions. 4 | 7 *SproutSocial
22. From SEO to Organic Search Optimisation (OSO) /in/valentinastragliotto/ ga.agency 4 | 7 And of course... Our good free time spent scrolling.
23. From SEO to Organic Search Optimisation (OSO) /in/valentinastragliotto/ ga.agency Set real KPIs The light at the end of the tunnel! 5 | 7
24. From SEO to Organic Search Optimisation (OSO) /in/valentinastragliotto/ ga.agency 6 | 7 Ways of communicating How are we going to MAKE SURE this is working?
25. From SEO to Organic Search Optimisation (OSO) /in/valentinastragliotto/ ga.agency Finally, re-structure the strategy - be flexible! 7 | 7
26. From SEO to Organic Search Optimisation (OSO) /in/valentinastragliotto/ ga.agency This is your magical formula... Step Process Status Step 1 Proof – Showcase the missed opportunities (Traffic & $) Step 2 Show data of missed opportunities (Expected CTR) Step 3 Make it a reality Step 4 Set a clear pathway Step 5 Set real KPIs (the light at the end of the tunnel) Step 6 Ways of communicating: How are we going to MAKE SURE this is working? Step 7 Finally, restructure the strategy – be flexible!
27. From SEO to Organic Search Optimisation (OSO) /in/valentinastragliotto/ ga.agency “It’s easier to stick to what works, but if you never try the unknown, you’ll never know what works best.”