Search

engine

optimisation

...and the effect of social in search

A whirlwind

history of

SEO

the 1990s

Search

algorithms

were very

basic

link metrics

= determine

value of links

keyword-heavy

webpages = top

of search

results

Florida 2003

anti-keyword

stuffing

nofollow

update

jan 2005

blog spam

2003 >

2010, various

algorithm

updates that

affected link

metrics

significant

changes in

2010 and 2011

June 2010

real-time

indexing

Freshness.

PANDA

Feb

2011

Panda

affected

12% of all

searches

harmed

„weak‟ or

„thin‟

content

so how is

good

content

defined?

What gets

me to the

top of

Google?

The periodic table of SEO

The periodic table of SEO

The periodic table of SEO

the social

side of SEO

1sharing

2platforms

1sharing

sharing.

predominantly content

which is tweeted or liked

this directly relates to

search rank

Over

2,000

Facebook

likes and

nearly

1,500

tweets

Google use

these but

are quiet

about value.

Binghave

implied

social has

more weight

Facebook and

Twitter are

the best

shares to get

Google+.

Google+

so what‟s the point?

doesn‟t directly relate

to search rank

Hotwire

jumps to 3rd

place once I

am signed

in. Because

a contact

has +1ed

the content

Therefore, th

e larger your

Google+

network, and

the more +1s

your content

gets, the

higher you

will rank.

here‟s a

hypothetical:

if you had 1,000 in your

Google+ circles,

and you +1 an article,

that article is much more

likely to rank on page 1 for

those 1000 people.

Google+

170m users

100m active

Other

sharing?

Pinterest.

in February, Pinterest drove

more traffic than Twitter Source: Shareaholic

th nk about

the sort of

content you

create

infographics,

photos, videos

, visual data.

1sharing2platforms

2platforms

what do I

mean by

platforms?

other social

networks which

show up in

search

Slideshare

YouTube

these sites

already have

high search

rank

creating

content for

them helps your

search position

for

example, with

content for

Hotwire on

mobile

optimisation

our corresponding

blogpost for that

keyphrase is

nowhere to be seen

this is because

Slideshare

already has a

high search rank

another example,

this time for

YouTube: a search

for “financial

technology pr”...

Our website page for

financial technology

PR ranks on page

2, but the YouTube

link ranks on page 1.

again, it‟s

because of

YouTube‟s

already high

presence online

think about content

that naturally lends

itself to existing

social platforms

five things

to take

away

1 fresh

content is the

best content

2 Twitter and

Facebook

shares affect

search rank

3 big Google+

network and

+1s = high

visibility

4 Pinterest

drives more

traffic than

Twitter

5 think about

content for

existing social

platforms

SEO is changing

and social has

an increasing

effect on search.

don‟t

miss

out

Google algorithm

changes

infographic

http://bit.ly/googleinfographic

The periodic

table of SEO

ranking factors

http://bit.ly/SEOperiodictable