Social Media for SEO in 2012
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![Page 1: Social Media for SEO in 2012](https://reader034.fdocuments.net/reader034/viewer/2022051815/540e02ca8d7f72767e8b4c04/html5/thumbnails/1.jpg)
Using Social Media to Achieve SEO Success:
How to leverage the opportunities in social media for
higher rankings in organic search results
Rand Fishkin | CEO
http://bit.ly/mozsocialseo2012
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A New World
Social is Directly Tied to Search Results
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Google+’s Network Domination
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90mm+ Google Users See Personalized SERPs
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Google+ Suggested Users
The “people and pages” results appear to come from participation on G+, high circle counts, consistent contributions and brand signals
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Google+ in Logged-Out Results
Both “people and pages” and +1 counts show for logged-out users.
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Google+ Influences Crawling
Google’s New
“Submit URL” Box
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Tweeted URLs Earn Direct Links
Google says they don’t directly count tweets in rankings, but a popular tweet containing a link earns a lot of re-publishing across the web Google does crawl, index and count.
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Facebook Shares in Bing, Too
Through Bing’s partnership/integration with Facebook, results are massively personalized for any logged-in Facebook user (all 900 million of them)
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Google’s DEEP Social Network
http://www.google.com/s2/u/0/search/social - the hardest-to-find page in Google
Whoa. Google really does
know everything about you
(and your friends).
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Second-Order Effects
Social Activity Leads to Search Rankings
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Social Drives Awareness & Branding
Keith Urban’s tweet informed 200 million people prior to President Obama’s speech: http://blog.socialflow.com/post/5246404319/breaking-bin-laden-visualizing-the-power-of-a-single
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Social Drives Queries
Just after the social boom from DSC, the queries for their brand went “meteoric” in Google Trends
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Queries Influence Rankings
http://www.seomoz.org/blog/whoa-can-query-volume-directly-influence-rankings
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Social Yields Press
via http://stateofthemedia.org/2012/mobile-devices-and-news-consumption-some-good-signs-for-journalism/what-facebook-and-twitter-mean-for-news/?src=prc-section
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Social Yields Links
Via http://www.opensiteexplorer.org/pages?site=www.seomoz.org%2Fblog
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A Unified Strategy
For Search + Social Dominance
![Page 18: Social Media for SEO in 2012](https://reader034.fdocuments.net/reader034/viewer/2022051815/540e02ca8d7f72767e8b4c04/html5/thumbnails/18.jpg)
Create Share-
Worthy Content
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Create Share-
Worthy Content
Share Socially
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Create Share-
Worthy Content
Share Socially
Earn the Social
Rankings Boost
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Create Share-
Worthy Content
Share Socially
Earn the Social
Rankings Boost
Get Natural Links
from Content’s
Visibility & Value
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Create Share-
Worthy Content
Share Socially
Earn the Social
Rankings Boost
Get Natural Links
from Content’s
Visibility & ValueEarn More Social
Followers
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Create Share-
Worthy Content
Share Socially
Earn the Social
Rankings Boost
Get Natural Links
from Content’s
Visibility & ValueEarn More Social
Followers
Amplify Network
Reach
![Page 24: Social Media for SEO in 2012](https://reader034.fdocuments.net/reader034/viewer/2022051815/540e02ca8d7f72767e8b4c04/html5/thumbnails/24.jpg)
Create Share-
Worthy Content
Share Socially
Earn the Social
Rankings Boost
Get Natural Links
from Content’s
Visibility & ValueEarn More Social
Followers
Amplify Network
Reach
More Searchers
Biased to Seeing
Your Stuff
![Page 25: Social Media for SEO in 2012](https://reader034.fdocuments.net/reader034/viewer/2022051815/540e02ca8d7f72767e8b4c04/html5/thumbnails/25.jpg)
Create Share-
Worthy Content
Share Socially
Earn the Social
Rankings Boost
Get Natural Links
from Content’s
Visibility & ValueEarn More Social
Followers
Amplify Network
Reach
More Searchers
Biased to Seeing
Your StuffWin the
Internet
![Page 26: Social Media for SEO in 2012](https://reader034.fdocuments.net/reader034/viewer/2022051815/540e02ca8d7f72767e8b4c04/html5/thumbnails/26.jpg)
Let’s Watch It Happen
With a Real Example
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Add a Little PR Outreach
http://techcrunch.com/2012/03/06/dollar-shave-club/
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Spread Across Social Networks
http://www.facebook.com/DollarShaveClub
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Spread Across Social Networks
http://www.youtube.com/watch?v=ZUG9qYTJMsI
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Dominate Personalized Search
https://www.google.com/search?q=shave (while logged in to my account)
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Earn Links Like Crazy
The links are too new to show in link tools like OSE/Majestic, but they likely have 10K+ links from high authority domains in just a few days.
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Win the Internet
Via http://sigforum.com/eve/forums/a/tpc/f/320601935/m/2220052382
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A Great Case Study for SEO
If DSC had integrated SEO into their viral and social marketing plan, they likely could have earned rankings across search terms that would continue to send them traffic long after the launch.
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Tactics that Work
In a Search + Social World
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Google+
Tactics
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Google+ Circles
Google’s “extended circles” mean you influence not only your followers, but their followers, too.
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FindPeopleonPlus + Targeted Outreach
http://findpeopleonplus.com – great tool for G+ discovery
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Requesting Feedback/Shares by Name
Because a +Name becomes a notification, using them signals G+ users and often results in a follow
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Study Ripples to Target Viral Users
By viewing ripples like this one, you can see which influencers resulted in large amounts of shares. Hot on G+ is a great way to study this: https://plus.google.com/u/1/hot
I shared this; it got lots
of re-shares
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G+ Also Uses Gmail… Email = Network
Anyone with a Gmail account is automatically included in personalized sharing
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Twitter & Facebook
Tactics
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Best Way to Grow Your Network: Share Links
http://danzarrella.com/infographic-5-scientifically-proven-ways-to-get-more-retweets.html
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Drive More Social Activity w/ Proper Timing
Via http://www.tweriod.com (I know, terrible name, but cool service)
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Gamification + Profiles/UGC = WIN
SEOmoz’s gamified profiles created a 100% boost in profile completion (and thousands more links from members’ sites. Via http://www.seomoz.org/users/profile/
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Content
Tactics
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Good = Not Good Enough
http://www.seomoz.org/blog/great-content-for-seo-simpler-than-you-ever-imagined
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Visuals > Pure Text Content
Just by putting text statistics into visual content, you can earn massive sharing potential
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Positive Mentions of Influencers
Via http://www.urbanspoon.com/blogs/52/London.html
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Integrated
Tactics
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Social Channels to Build Search Demand
In this case, I drove searches directly using a link, but it’s also very possible
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Rel Author + Author Authority
Great how-to here: http://www.blindfiveyearold.com/how-to-implement-rel-author
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Rich Snippets through Hosted Video Content
Great tutorial: http://www.distilled.net/blog/video/getting-video-results-in-google/
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R
Your Analytics Will Lie to You.(unless you’re using multi-touch attribution)
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R
http://www.seomoz.org/blog/tracking-the-roi-of-social-media
Multi-Channel Attribution is Critical
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Visualizing Visits Through Various Channels
http://www.seomoz.org/blog/why-the-inbound-marketing-funnel-is-essential-whiteboard-friday
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Integrated Inbound Marketing
Is the Future
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Blogs + Blogging
Comment Marketing
News/Media/PRSEO
Social Networks
Word of Mouth
Q+A Sites
Forums
Online Video
Podcasting
Webinars
Research/White Papers
Infographics
Social Bookmarking
COMBINE TO WIN(focus on just one, and you miss out)
Direct/Referring Links
Type-In Traffic
Local Portals
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Rand Fishkin | CEO
http://bit.ly/mozsocialseo2012
@randfish
www.seomoz.org/blog