How Does Social Media Impact Seo Ian Hendry

(c) 2010 - 2011 Ian Hendry and licencees

How does Social Media impact SEO

Ian HendryFounder & CEO


What we’ll cover in 30 minutes…

What is the Social Web and why is it important How the Web for finding businesses has evolved Why people are asking on social networks rather than finding on search engines

Listening for needs rather than pushing messages The Worst Crime: Using social media to drive website

traffic How search engines reference social media and how to

benefit Facebook and Twitter for search, Google for social


What is the Social Web?

The Social Web, Social Media, Social Networks, Web 2.0…

A Web of connected people, not just connected computers

Web sites and services with user generated content; participative; collaborative

Includes social networks, communication networks, life-streaming, micro-blogging, blogs, forums, bookmarking, Location Based Services and more

Used both socially and in business Separate today but will be tightly integrated with

websites, applications and other services in the future


Why is it important?

“It’s the way of the future!” More time now spent on Facebook than ALL Google

websites put together (Search, Mail, YouTube, Docs…) Facebook has > 500 million users Twitter has > 185 million accounts (80m Tweets daily!) LinkedIn has > 80 million users Regardless of what we’ll be using, it isn’t going away Increasingly used to find suppliers as people ask their

network for recommendations Don’t believe habits can change…?


The Web for finding businesses (I)

Before the Web: Customer need goes largely unheard Look in Yellow Pages, advertising, reportage for

providers Ask contacts for recommendations


The Web for finding businesses (II)

Since the Web became mainstream: Customer need no longer goes largely unheard -- now

entered into search engines Look in Yellow Pages, advertising, reportage for

providers -- now Google and its sources Ask contacts for recommendations -- via email/IM,

maybe bulletin boards


The Web for finding businesses (III)Now the Social Web is becoming mainstream: Customer need rarely goes largely unheard -- now

posted as status updates (the customer is now broadcasting)

Look in Yellow Pages, advertising, reportage for providers -- now Google and its sources, plus blogs, review sites

Ask contacts for recommendations -- crowd sourcing on the Social Web (WeCanDo.Biz, Twitter, LinkedIn, Quora, Facebook etc.)

“We need to fish where the fish are”


Why people are asking on the Social Web (I)


Why people are asking on the Social Web (II)


Why people are asking on the Social Web…


Listening for leads


Search vs The Social Web as a leads source Average CPC on Google Adwords is 70 pence ONLY takes someone to your website Conversion of visitors to enquiries: av. 2%? For 98% no name, no contact details, no ongoing

dialogue

Facebook now most visited property on the Web (source: Google.com July 2010)

Cheaper, more focused CPC than Google 80 million Tweets a day, free to access Straight into conversation with customers You know who they are and have a method of contact


Why is it important?

Customers using it to… Source information on markets, technologies and suppliers Ask for recommendations Vent their frustrations Share thoughts and ideas

Influencers using it to research and share Businesses, products and services being discussed Companies can choose to be part of it or watch their

competitors benefit


The Worst Crime: Using social media to drive website traffic Social networks:

Conversational Ask questions, get information Taylor your offering to meet their specific need Personal

Websites: Little to encourage dialogue, lots to encourage none! Make assumptions about what they want, why they’re there Offer specific packages they decide are right for them or not Impersonal May change as websites add social elements


How search engines reference social media and how to benefit Google sees value in Social Web content Algorithms can only achieve so much in determining

relevance Social content rated highly because current, user

generated, relevant, hard to cheat Users prefer social content so Google pushes it up Liked…

Review sites (Google, Qype) Social profiles (LinkedIn, WeCanDo.Biz) Twitter content streaming (Tweets, Retweets)


Facebook and Twitter for search

Facebook Search 500 million plus personal profiles Millions of Pages, including those for businesses Ordered by most relevant to you through what they know of your

contacts, likes, profile data Facebook Places, Deals Only get access to stuff you are permitted to see Other content provided by Bing (highest ranking web results)

Twitter Search of 80 millions Tweets a day, goes back a week or so Search.twitter.com offers advanced search, but no web search Google probably a better Twitter search experience (“Latest”)


Google for social

Google has done “social” for ages (YouTube, Orkut, Lattitude) – none with great success

Twitter rival Buzz poorly conceived, imploded on launch “GoogleMe” rumoured but denied Social browser add-ons to Gmail such as rapportive Understands the importance of social and is building into

existing offerings Search effectively crawls the Social Web, but the

problem is search isn’t getting the time social networks are


Seven things to do next

1. Get on Twitter!2. Tweet website updates via RSS using Hootsuite3. Tweetdeck with company, product, name, market

searches4. Set up LinkedIn Company, Product pages5. Facebook Page6. Google Alerts7. WeCanDo.Biz profile, Twitter Sales Leads


Your profile on the Social Web


Seven rules of what NOT to do next

1. Don’t see search as the only way onto the Web2. Don’t wait to see if the Social Web takes off first3. Don’t broadcast more than you listen4. Don’t treat customers less seriously because they’ve

chosen the Social Web to contact you5. Don’t waste time where your customers don’t want to

engage with you6. Don’t excessively self promote7. Don’t just send interested customers to your website


Questions?

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How Does Social Media Impact Seo Ian Hendry

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