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Optimize Social Profiles for Better Search Engine Results

March 6, 2013 at 2:00 pm PST

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Social Media Optimization (SMO) is the practice of building and maintaining social network profiles and activity in ways that are most likely to have a positive effect on one’s search engine rankings, increase brand awareness, drive traffic to web sites, and generate sales and leads. SMO starts with optimized profiles.

Public social network profiles tend to rank easily in search so they obviously are indexed by the search engines. At the most fundamental level, then, a well-optimized profile has the person’s or brand’s name in the manner in which people are most likely to search for that person or brand. Next in importance is including keywords for which one wants to be found in the description or biography part of the profile.

Finally, if the network allows links in the profile, the person or brand should link to their main properties on the web.  Note:  Links on some social profiles may be automatically tagged to as “NoFollow” for search engines. That means the search engines will not pass on any “link juice” from the social network to the linked-to site. However, these links can still be valuable for driving referral traffic.  There is growing evidence that search engines are experimenting with “co-citation,” where a relevant mention or link to a brand or other entity may carry some authority, even if there is no link or the link is no-followed.

How does  Search Engine Optimization differ from Social Media Optimization? 

SEO (Search Engine Optimization) and SMO actually overlap in the area of strategy to positively affect search rankings. SMO seeks to do that more indirectly through building influence in social networks that will send positive signals about one’s site and brand to the search engines. As described above, SMO also has concerns that go beyond search into brand identity and direct traffic generation.

SEO is entirely focused on those things which seem to have the most direct effect on search rankings. It seeks to optimize both on-site (making it easy for search engines to crawl and index the site and identify what it is about) and off-site (building authoritative links from other sites to the targeted site).

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Partner Update Shares Top Cisco News and Magic Recipes

September 30, 2011 at 3:02 pm PST

Fairy dust and magic genies? Is it Halloween already?

Actually, Halloween is over a month away but that didn’t stop Alex from sharing her magic recipe for driving more traffic to your site in this episode of Partner Update.

But that’s not all that happened during Partner Update. We also got a glimpse of Andrew’s presentation skills and why he’ll be joining the upcoming Virtual Partner Velocity, share Keith Goodwin’s thoughts on the importance of healthy competition, find out why Andrew wishes he had a magic genie, learn how to get in touch with live experts, and hear about how Cisco Talent Fairs are helping partners fill talent gaps.

Tune in now to watch the full episode.

Keep reading for a list of links and a written transcript of our newscast. Read More »

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Social Media Spotlight: The Importance of SEO

September 20, 2011 at 4:26 pm PST

Whether your customers are searching on the web for someone to provide a UCS solution, a FlexPod, or cloud services, how do they find you? If they perform a Google search, do you think they will visit your site, if it shows up on the 10th page of search results?

Chances are that won’t happen--your potential customers will likely click the first or second link they find. So here’s the big question: How do you assure that your site appears in the first page of results?

Why, with magic and fairy dust, of course! Okay, okay…actually, using search engine optimization, or SEO (and some magic, too.)

What is SEO?

SEO is defined as the process of improving the visibility of a website or a web page in search engines. The higher and more often your site appears in search results, the more traffic your site will get.

To better explain the concept, the site Searchengineland has a great video that offers an easy way to understand SEO and complex search algorithyms. (They also feature the periodic table of search engine elements on their site.)

There are literally thousands of books bursting with SEO tips, websites and blogs dedicated to only that topic, and a veritable plethora of experts. Keep reading for four actionable SEO tips you can take advantage of today, as well as a list of resources that  you can use. Read More »

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Search Engine Optimization Best Practices: News@Cisco Case Study

As Cisco’s public online newsroom, News@Cisco is a highly trafficked, content-rich site that – like almost every other news provider – is facing an increasingly fragmented audience. Potential visitors have more options for content than ever before, and they’re being diverted into news and social media channels like Google News, Facebook and Twitter.

In such an environment, it’s essential that audiences are able to find your content when they search for it, which means it has to appear in the first few results for a particular search term or phrase. Search Engine Optimization (SEO) – the process of improving visibility of your web pages via natural, or unpaid, search – is a key tool for achieving this goal.

How do you accomplish this? There are whole books, websites and blogs devoted to SEO, but a few basics we’ve learned include:

• Create quality content that is rich in relevant keywords and phrases. Try to use these keywords/phrases in titles, headlines, descriptions and a few times in the content. This holds true for video, too.
• Provide relevant links. In our case, we link to relevant Cisco.com pages whenever possible.
• Link wisely. Use descriptive phrases or words for the link rather than “click here” or “read more.”
• Inbound links to your web page improve its performance in search. Share your content via Twitter, Facebook, blogs and other online outlets and allow your site visitors to do so as well using apps like ShareThis or AddThis.

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