We have been leading and learning with traditional SEO (page titles, header tags, content, etc) for 14 years and we have that down-pat. BUT, social media is proving to have more and more SEO value every day. We want to harness the power of social media and put it to work for our clients. Working with Nate not only enhances TKG’s existing social media abilities, it also helps us evolve by folding social into our understanding of SEO.

SEO Benefits of Social

Social media has many SEO benefits. We will start with the most obvious benefit from an SEO perspective – links! Social media profiles and updates all should include a link back to your site. You create more traffic to your site, and getting a link from an established site like Facebook can’t hurt either.

Another benefit – establishing authority. Getting engagement on social sites shows users that your site is trusted by others and that you care enough about them to be active online. Users will interact with you and, as a result, will do business with you as well.

Another benefit – expansion of opportunities in the SERP’s. The search engines have been making changes (Bing, in particular) that are resulting in an increase of social media appearances in the SERP’s. The more real estate you cover in the SERP’s, the more traffic and conversions you will get. And that’s the goal of any business online, right? Think of the SERP as a grocery store shelf. You want your brand of cereal on as many shelves as possible to increase your chances of selling your cereal, or in our world, getting site traffic. More coverage = more visitors!

We are all very excited about this great opportunity. Working alongside Nate, a seasoned social media professional, will help us better serve our clients and provide more value to them than ever before. Expect to get social media tips from TKGenius! Don’t know what that is? Sign up today to receive free web marketing tips.

This claim is of course being disputed by Apple and Google, however both companies do utilize mobile tracking software in their products. The software does allow them to track every move a customer makes. An interesting fact: the iPhone collects data even when location services offered are turned off. Now that’s creepy.

Apple has declined to comment on the issue at hand, but Google had this to say:

All location sharing on Android is opt-in by the user. We provide users with notice and control over the collection, sharing and use of location in order to provide a better mobile experience on Android devices. Any location data that is sent back to Google location servers is anonymized and is not tied or traceable to a specific user.

The statement above is not comforting at all. It just confirms that data is being collected. What I – and others in the industry – want to know is what happens to the data and who has access to it.

It has been argued that the data is beneficial to city planners, health officials, and a variety of researchers. The data has proven to be quite revealing of a person’s mood, health, and more. That is great, but what about my right to privacy? I would rather have the ability to keep my location and movements to myself rather than have a researcher poking through it. Apple and Google should give customers to ability to opt-in to location tracking, as well as the ability to opt-out. With Foursquare and Facebook Places, you have the choice to disclose your location. No one is collecting that information without your consent.

Currently, Congress is taking a closer look by launching formal investigations into the practices at both Apple and Google. I am glad that this happening now so that laws can be written and everyone will know where they stand in regards to location tracking via mobile devices. I am unsure of what actions Congress will take, but it will set a precedent for future issues, especially regarding privacy within search logs.

How do you feel about Locationgate? Should Apple and Google be able to track your movements and store that data?

***4/27/11 3:46PM – Apple has finally opened up about location tracking on the iPhone

Well, your worries are over! HootSuite has just launched its own social analytics tool. This new tool will allow HootSuite users to create custom reports with interactive graphs and charts. You can even share your reports with other HootSuite users, so everyone in your organization will have the latest information.

Reports can be set to run at a certain frequency and you can choose what information you want included. The reports will run and be sent automatically. Also, HootSuite’s social analytics will track conversions and traffic from Google Analytics. You just need to sync the accounts and you are ready to go!

According to HootSuite’s explanation of social analytics reports, you can:

• Track Twitter brand mentions
• Measure Twitter profile follower growth
• Examine Facebook Likes and demographics
• Overlay social link clicks and website visits from Google
• Select from over 30 report modules to plug into customizable report templates

The reports can be used by anyone with a HootSuite account. The modules within the reports will be assigned a number of points and your account type will determine how many points you have. Points can be purchased at anytime though if you run out.

These reports will help companies determine what value they are receiving from social media. Companies will be able to see exactly how social media has helped their business and what they need to do to improve it.

The introduction of analytics to HootSuite is a revelation for those seeking to learn more about the effectiveness of their social media marketing. Those in the SEO industry will be able to test their tweets and Facebook status updates to determine which ones are the most successful.

Have you tried social analytics out yet? Do you think it provides useful information?

If you send a tweet about it, you can start using it now. Just go to HootSuite and login! If you are currently using Tweetdeck, check out this great article Sara wrote last month “Tweetdeck vs Hootsuite: The “Twitter Client” Showdown“.

The new layout and features allow a Fan Page to look and feel more like a personal profile on Facebook, and relationships can be formed with fans.

Take a look at Maize Valley Farm Market & Winery’s Fan Page which has already switched over to the new Fan Page profile. The admins of this page can now interact with fans as Maize Valley, not the admins’ personal profiles.

According to an email that Facebook sent to Fan Page admins, the new profile offers the following:

• Notifications when fans interact with your page or posts
• A place to showcase photos along the top of your page
• A news feed for your page
• The ability to “Like” and post on other pages as your page. For example, Maize Valley can post information about a new wine or musical entertainment at the winery on fan profiles.
• I also read that you can now change your business category without having to redo your page…

These are all great updates, but there was one that jumped out at me (and it took a moment for my brain to process it). That’s right, admins can post on other pages as the Fan Page, making Facebook more interactive for businesses than ever before. Posting as your brand will be much more effective at gaining visibility than posting from admin profiles.

Just make sure that whatever your brand posts is appropriate and you stand behind it 100%. It might be a good time to brush up your online reputation management skills! Social media is all about just that – being social. These features open up new doors for businesses on Facebook.

What do you think of Facebook’s new Fan Page profiles? How will it impact your business’s activities on Facebook? Personally, I will be more apt to suggest Facebook Fan Pages to clients now that they can interact more with fans. The new features allow businesses to develop relationships with fans, whereas it was one-sided communication previously.

Many Fan Page admins are being asked if they want to preview the new profile now, though it will become mandatory for all Fan Pages in March.

Although TweetDeck and HootSuite are still known as “Twitter clients,” these applications can do so much more than update your Twitter. They can manage multiple social media profiles, allow you to schedule your updates, monitor your link analytics, do your homework, and listen to your wife while you watch the Super Bowl.

The only issue with these “Everything Social Media Clients” is that there are two major clients to choose from: TweetDeck and HootSuite. Which should you use? Well lucky for you, I’m about to tell you.

Let’s get on with this showdown!

Round 1: User Interface

In the beginning, TweetDeck’s dark, sleek interface was more appealing than HootSuite’s browser-based application. Now, if you’re lucky enough to own a Mac, Smartphone, or iPad, you can download a HootSuite application of your very own.

TweetDeck App:

• Standalone application for PC, Mac, Smartphones, iPad.
• Column-based system: All of the social media profiles are viewed in one window, but in separate columns.

HootSuite App:

• Standalone application for Mac, Smartphones, iPad.
• Desktop applications via Chrome, Prism.
• Hootlet Firefox Add On.
• Tab-based system: Each social media profile has its own tab.

Summary: It is easier to keep track of multiple profiles in one window using TweetDeck, whereas you have to click to different tabs in HootSuite.  Also, adding an update with a URL is much easier in TweetDeck, which automatically shortens any URLs you type in the box. When doing the same thing in HootSuite, you have to input your URL into a separate field in order to shorten them.

Round 1 Winner: TweetDeck

Round 2: Scheduled Updates

Both TweetDeck and HootSuite provide the ability to schedule your updates. However, in order to use TweeDeck’s scheduler, you must create a TweetDeck account.

HootSuite’s update scheduling tool is slightly more sophisticated than the competitor’s tool. You can schedule your updates in bulk, receive updates once the update is sent, and you can schedule an update for more social media profiles (Twitter, Facebook, Facebook Pages, LinkedIn, MySpace, PingFm, WordPress, Foursquare, and Mixi).

Round 2 Winner: HootSuite

Round 3: Speed

This round has a clear winner – HootSuite is by far the faster client to use.  TweetDeck uses Adobe Air to function, therefore it is a massive resource hog.  HootSuite’s interface (both in the browser and the actual application) is very snappy and clean.

Round 3 Winner: HootSuite

Round 4: URL Shorteners

TweetDeck allows you to choose between 4 different shorteners – and whichever shortener you choose will be automatically applied for any URL that you paste into the TweetDeck update field. HootSuite uses its own shortener. Although ow.ly does provide a robust set of analytics, it isn’t nearly as convenient for quick updates that you won’t be closely monitoring.

Round 4 Winner: TweetDeck

Round 5: Photos

Both social media clients will allow you to upload photos, but TweetDeck will automatically integrate with your choice of 3 different Twitter photo services.  HootSuite, on the other, clunkier hand, just lets you upload a picture file.  TweetDeck lets you keep your picture uploads uniform – so if you use TwitPic when you update from your mobile decide, you can use TwitPic on TweetDeck. I think we have a winner for this round!

Round 5 Winner: TweetDeck

Round 6: Statistics

Holy analytics, Batman! With HootSuite’s interface, you can completely integrate Google Analytics. From the dashboard, you can use Google Analytics to analyze site traffic and performance. Using “OAuth secure login functionality, you can track conversion to sales, lead generation, or other metrics from your Google Analytics, using advanced URL functions.”

With TweetDeck, the only analytics you will be able to use is the statistics that bit.ly will automatically provide for your links. Ouch.

Round 6 Winner: HootSuite

Round 7: Additional Social Networks

HootSuite and TweetDeck will allow you to update from multiple Twitter accounts, Facebook accounts, and LinkedIn accounts.  However, HootSuite also lets you to update your Facebook fan pages, any Ping.fm account, WordPress, FourSquare, Mixi, and MySpace.

If you have a relevant social media profile (i.e., not Friendster) – you can update it easily with HootSuite.

Round 7 Winner: HootSuite

The Final Round: Multiple Accounts & Multiple Users

HootSuite easily lets you add multiple users and control which accounts they can update. Each user can have a specific timezone, initials with each update, and other user-specific preferences. With TweetDeck, you will be able to add multiple accounts but since it’s a desktop application, there isn’t really any ability to have multiple users per account.

Final Round Winner: HootSuite

And the WINNER IS: HOOTSUITE!

TweetDeck has plenty of options that makes it a snazzy, younger brother to HootSuite that wears better clothes and doesn’t make good life choices. But HootSuite should still be your preferred method of social media updating.

Scheduled updates are easier to create, the analytics are more robust, and using multiple accounts with multiple users is a breeze.

It comes down to personal preference regarding which you decide to use – but we suggest backing HootSuite. It might not seem like much since you might not be able to download a standalone PC application – but it’s a ringer!

According to the report, visits to Twitter reached an average of 10 visits per month in late November 2010, up from 7.3 visits per month in 2009. This means the average number of visits per month among U.S. Twitter users increased 37% in the last year.

Since Experian Simmons only looked at visits to Twitter’s website this drop suggests that more U.S. users are using Twitter, clients, 3^rd party tools, and applications. Popular tools include Tweetdeck, Hootsuite, and apps such as Flipboard. The absence of data from these Twitter related tool is puzzling, if more people are using them, we need to be measuring the activity. In addition, there is no mention of SMS posts being counted as visits to the site.

This data has led me to conclude that Twitter is becoming more in line with other social networking sites, like Facebook, where users just check in for a few minutes to get the latest news and leave. The report certainly has some holes in it that need to be explored in order to get a better picture of Twitter’s actual activity levels. Personally, I use Twitter to get news on the SEO industry and to check in with local businesses for the latest news and deals.

Despite the drop in overall visits, the fact that U.S. Twitter users are visiting the site more often is a huge leap forward. The data suggests users are more apt to make shorter, more frequent visits to Twitter instead of spending long periods of time on a visit. The increase in visit frequency, accompanied by a drop in session duration, encourages businesses that utilize Twitter to make each Tweet more meaningful rather than just a stream of babble.

Unbeknownst to many, Foursquare has been working on a new iPhone app that just launched December 20th. The new app allows users to upload photos and write comments directly on Foursquare.

The ability to upload photos is a great way for users to share more information about their favorite places, like a delicious appetizer or the best seat in the house! Currently, check-in photos are only available to friends and photos connected to tips/locations are public.  BONUS – I read that photos will be able to be exported to Facebook and Flickr soon.

According to Foursquare’s blog, “Comments make meeting up and exploring so much easier.” This new comment feature enables users to discover where their friends are and encourages them to be social offline. It will also allow users to share advice with friends on what to order, do, and see when they check-in to a location.  And don’t worry— comments are only visible to your friends.

This is great news for business owners! Users will share more information about them and be able to encourage their friends to check it out or meet up. Being able to view personal comments and photos will inspire users to try something new.

The best part is… drum roll, please …the app is completely free! So download the Foursquare app from iTunes and start checking-in, commenting, and adding photos straight from your iPhone, iPad, and/or iPod Touch. All the cool kids are doing it!

Although you should always use caution when creating a social media campaign, these tools can empower consumers to build up your brand. Social media is all about “you” – not logos or extensive copy. You can gradually build up your fan base naturally by enabling consumers to begin telling their friends and family about your business. Some examples of this include: Sharing your content, “liking” your content, reading it, emailing it, etc.

An interesting article recently came across my Twitter feed: How to Use Social Media to Build Your Brand. The author cites Lisa Barone, co-founder and chief branding officer of Outspoken Media:

“Brands that have the best success use social media to form relationships with people. It’s about helping people by answering their questions or jumping into a conversation. Once they know you, they’ll subscribe to your blog or newsletter. Once they make that step, it’s a lot easier to market to them — and they’re a lot more open to being marketed to.”

When participating on different social networks, be sure to create a consistent voice, but try not to be too corporate or formal – people connect with other people. The article describes how to leverage your branding with a blog, how to take the first steps in social media, and how to share your brand message efficiently. Each objective can be reached by publishing content that is valuable enough to like or share.

There has never been a better time to start branding your business with social media. There are minimal costs involved and you are able to engage consumers in a new way – so I say, get a move on today!

Results now have a small magnifying glass next to them that, when clicked on, shows a preview of the result on the right. If users like what they see, clicking on the preview will take them directly to the result’s site. If they don’t, users can move on to the next result. After clicking just once, the Preview option is activated and will appear when hovering over any result on the SERP.

Previews can be closed by clicking on the X in the upper right corner. Some previews even include a quote from the site’s content that is relevant to the user’s search. I have researched this extensively and have not found a rhyme or reason for this yet but will look further into it in the coming weeks. In my opinion, the quote should contain the exact phrase that the user searched on, just like meta-descriptions in the search results.

Google Instant Preview serves as a reminder that website design is an important part of getting visitors. A site that was designed in 2000 and hasn’t been updated since needs a fresh look if it wants to attract visitors. Otherwise, traffic numbers may tank in the coming months.

Introducing Instant Previews is a snapshot of this new feature and how it appears in the SERP’s. Google Instant Previews is a great new feature to help refine searches and results. Search engine marketers must learn to adapt to this and change industry practices accordingly.

Presenters Christina Keffer and Jim Gianoglio brought up some very good points that make the optimization process a little easier.

Advanced Link Building
I was especially interested in this subject, as link research can get pretty monotonous and time consuming. It can also be easy to get in a rut. Here are some points that Christina brought up that I think could be very helpful:

• Create a Google Alert for your company – You could potentially receive an alert that a website has mentioned your company. You could contact that website and ask for a link back to your site.
• Advanced search operators - This resource (www.googleguide.com/advanced_operators.html) can come in handy when doing searches in Google.

Social Media
I also found this session to be highly informative. Check the pointers below:

• Research popular hash-tags – Here is an example: You own a restaurant and notice that the hash-tag #iamcraving is currently a trending topic on Twitter. You could leverage that and send out a Tweet incorporating that hash-tag and a link to your website. Everyone using that hash-tag may see your Tweet and visit your website.
• Tag your fans in photos on Facebook – Here is an example: you had an event that several of your customers attended. Tag them in any photos that they were in and all of their friends on Facebook can see they attended an event your company held, possibly piquing their interest.

Overall I was very satisfied with the topics and things learned at the seminar – it was well worth the drive (even though we got a little lost in the big city)! I love learning new things about the industry and getting another perspective – well done Luna Metrics!