The Coming Together of Search & Social
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Transcript of The Coming Together of Search & Social
THE COMING TOGETHER OF SEARCH
& SOCIAL
Presented byStacy Williams
Digital AtlantaOctober 10, 2012
@StacyWms #DigATL @ProminentPlcmnt
www.ProminentPlacement.com
© Copyright 2012 Prominent Placement, Inc. All rights reserved.
WHO AM I?
CEO of Prominent Placement, Inc. (PPI) President of SEMPO Atlanta SEO since 1998 Marketing >20 years Degrees in Business/Marketing and
Communications Management
PPI is a full-service search engine marketing agency
Nearing our 12th anniversary
© Copyright 2012 Prominent Placement, Inc. All rights reserved.
@ProminentPlcmnt @StacyWms #DigATL www.ProminentPlacement.com
AGENDA
Social Media can positively impact SEO Content Links Social Signals (Votes) Search Queries & Keywords
Search Marketing can influence Social Media Pay-Per-Click Keyword Research & Content Social Media Sites Acting Like Search Engines
Tactics you can take back to your desk Additional Resources
@ProminentPlcmnt @StacyWms www.ProminentPlacement.com
© Copyright 2012 Prominent Placement, Inc. All rights reserved.
CONTENT – FOR ALL SEARCHERS
@ProminentPlcmnt @StacyWms www.ProminentPlacement.com
© Copyright 2012 Prominent Placement, Inc. All rights reserved.
CONTENT – FOR YOUR FRIENDS
Search, plus Your World
@ProminentPlcmnt @StacyWms www.ProminentPlacement.com
© Copyright 2012 Prominent Placement, Inc. All rights reserved.
CONTENT – FOR YOUR FRIENDS
@ProminentPlcmnt @StacyWms www.ProminentPlacement.com
© Copyright 2012 Prominent Placement, Inc. All rights reserved.
CONTENT – RICH SNIPPETS
Take up more room in the SERPs
Catch your eye Differentiate you & lend
credibility
SEOBodybuilder’s CTR increased 38% with “rel=Author”
@ProminentPlcmnt @StacyWms www.ProminentPlacement.com
See all the possibilities: http://sem4.me/dars
© Copyright 2012 Prominent Placement, Inc. All rights reserved.
CONTENT - FRESHNESS
Step 1: Breaking News – search volume for a particular query suddenly and drastically increases.
Step 2: Google turns on the “QDF” factor in its algorithm for that query.
Step 3: New, fresh content (even without links) can outrank older, authoritative content.
Source: http://searchnewscentral.com/2010102776/Technical/query-deserves-freshness-and-other-temporal-tales.html @ProminentPlcmnt @StacyWms
www.ProminentPlacement.com© Copyright 2012 Prominent Placement, Inc. All rights
reserved.
This book review outranked The Golf Channel’s
site!
CONTENT – LOCAL/MAPS
@ProminentPlcmnt @StacyWms www.ProminentPlacement.com
© Copyright 2012 Prominent Placement, Inc. All rights reserved.
CONTENT – REPUTATION MANAGEMENT
@ProminentPlcmnt @StacyWms www.ProminentPlacement.com
© Copyright 2012 Prominent Placement, Inc. All rights reserved.
The only non-negative listings on
the first page of Google
DOMINATE THE SERPS!
@ProminentPlcmnt @StacyWms www.ProminentPlacement.com
© Copyright 2012 Prominent Placement, Inc. All rights reserved.
SUMMARY: HOW SOCIAL MEDIA CONTENT IMPACTS SEO
More web pages (profiles/posts) to take up room in the SERPs for all searchers.
Even more web pages (profiles/posts) to take up room in the SERPs for your friends & contacts.
Rich snippets take up room, draw the eye, differentiate your listing.
Fresh content can outrank old content for hot topics.
Google+ is feeding Google Maps in SERPs. Protect your reputation by controlling all the
highly-ranked content for your name.@ProminentPlcmnt @StacyWms www.ProminentPlacement.com
© Copyright 2012 Prominent Placement, Inc. All rights reserved.
LINKS: BOOST MAIN SITE’S RANKINGS
Direct links Content must be
public “dofollow” vs.
“nofollow” links Can lead to more
links indirectly
Image source: Reload Media
@ProminentPlcmnt @StacyWms www.ProminentPlacement.com
© Copyright 2012 Prominent Placement, Inc. All rights reserved.
BUILD INDIRECT LINKS
@ProminentPlcmnt @StacyWms www.ProminentPlacement.com
© Copyright 2012 Prominent Placement, Inc. All rights reserved.
@ProminentPlcmnt @StacyWms www.ProminentPlacement.com
© Copyright 2012 Prominent Placement, Inc. All rights reserved.
SUMMARY: HOW SOCIAL MEDIA LINKS IMPACT SEO
Directly, through links on social media profiles and posts to main site.
Indirectly, by building awareness and generating more links on other sites.
Speeding up indexing of new content.
@ProminentPlcmnt @StacyWms www.ProminentPlacement.com
© Copyright 2012 Prominent Placement, Inc. All rights reserved.
SOCIAL SIGNALS (VOTES)
1998 2012
@ProminentPlcmnt @StacyWms www.ProminentPlacement.com
© Copyright 2012 Prominent Placement, Inc. All rights reserved.
SOCIAL SIGNALS (VOTES)
Google+ followers, +1s, Facebook shares & likes, tweets & retweets can impact rankings
Source: http://www.tastyplacement.com/infographic-testing-social-media-signals-in-search
© Copyright 2012 Prominent
Placement, Inc. All rights reserved.@ProminentPlcmnt @StacyWms
www.ProminentPlacement.com
SOCIAL SIGNALS (VOTES)
More studies: Facebook Shares seem to be the holy grail
Source: http://www.seomoz.org/blog/facebook-twitters-influence-google-search-rankings @ProminentPlcmnt @StacyWms
www.ProminentPlacement.com
Source: http://blog.searchmetrics.com/us/2012/06/07/us-and-uk-seo-ranking-factors-2012/
© Copyright 2012 Prominent Placement, Inc. All rights reserved.
MARKETERS BELIEVE GOOGLE+ WILL BECOME “MASSIVELY INFLUENTIAL”
@ProminentPlcmnt @StacyWms www.ProminentPlacement.com
© Copyright 2012 Prominent Placement, Inc. All rights reserved.
THAT SAID…
Links Social Signals
>Per Matt Cutts of Google, July ‘12
@ProminentPlcmnt @StacyWms www.ProminentPlacement.com
© Copyright 2012 Prominent Placement, Inc. All rights reserved.
SUMMARY: HOW SOCIAL SIGNALS IMPACT SEO
Part of the ranking algorithm. Still not as important as links. Google+ and Facebook Shares especially
impact Google rankings.
@ProminentPlcmnt @StacyWms www.ProminentPlacement.com
© Copyright 2012 Prominent Placement, Inc. All rights reserved.
SEARCH QUERIES “Gangnam Style”
launched on YouTube 7/15/12
360 million views, 3.4 million likes
@ProminentPlcmnt @StacyWms www.ProminentPlacement.com
© Copyright 2012 Prominent Placement, Inc. All rights reserved.
SOCIAL DRIVES…
Awareness of problems, solutions…brands Searches for problems, solutions…brands
@ProminentPlcmnt @StacyWms www.ProminentPlacement.com
© Copyright 2012 Prominent Placement, Inc. All rights reserved.
KEYWORD RESEARCH
Listen! Free social media listening/monitoring tools:
http://sem4.me/dalm
Keywords may be different on different social media platforms and as compared to search engines. Guide to keyword research for social media site
usage: http://sem4.me/dakr
© Copyright 2012 Prominent Placement, Inc. All rights reserved.
SUMMARY: HOW SOCIAL IMPACTS SEARCH QUERIES & KEYWORDS
Increased searches for topics and brands that are frequently shared.
Keyword research through what’s being discussed in social media.
You may want to target different keywords on different social media platforms.
@ProminentPlcmnt @StacyWms www.ProminentPlacement.com
© Copyright 2012 Prominent Placement, Inc. All rights reserved.
AGENDA
Social Media can positively impact SEO Content Links Social Signals (Votes) Search Queries & Keywords
Search Marketing can influence Social Media Pay-Per-Click Keyword Research & Content Social Media Sites Acting Like Search Engines
Tactics you can take back to your desk Additional Resources
@ProminentPlcmnt @StacyWms www.ProminentPlacement.com
© Copyright 2012 Prominent Placement, Inc. All rights reserved.
PAY-PER-CLICK ON SOCIAL MEDIA SITES
Interests Education Connections Age & Birthday Location
@ProminentPlcmnt @StacyWms www.ProminentPlacement.com
© Copyright 2012 Prominent Placement, Inc. All rights reserved.
FACEBOOK PPC CAN BE HIGHLY EFFECTIVE
Google AdWords
0%5%
10%15%20%25%30%35%40%45%50%
Conversion Rate of Online Form Submission to Qualified Loan
@ProminentPlcmnt @StacyWms www.ProminentPlacement.com
© Copyright 2012 Prominent Placement, Inc. All rights reserved.
@ProminentPlcmnt @StacyWms www.ProminentPlacement.com
© Copyright 2012 Prominent Placement, Inc. All rights reserved.
@ProminentPlcmnt @StacyWms www.ProminentPlacement.com
© Copyright 2012 Prominent Placement, Inc. All rights reserved.
SEM KEYWORD RESEARCH CAN DRIVE SOCIAL MEDIA CONTENT
@ProminentPlcmnt @StacyWms www.ProminentPlacement.com
© Copyright 2012 Prominent Placement, Inc. All rights reserved.
SOCIAL MEDIA SITES ARE INCREASINGLY ACTING LIKE SEARCH ENGINES #hashtags ARE keywords
@ProminentPlcmnt @StacyWms www.ProminentPlacement.com
© Copyright 2012 Prominent Placement, Inc. All rights reserved.
FACEBOOK SEARCH
@ProminentPlcmnt @StacyWms www.ProminentPlacement.com
Article musing on how to rank high in
Facebook search: http://sem4.me/dafs
© Copyright 2012 Prominent Placement, Inc. All rights reserved.
Image source: http://www.businessweek.com/articles/2012-03-28/facebook-delves-deeper-into-search
Source: http://techcrunch.com/2012/09/11/zuckerberg-we-have-a-team-working-on-search/
@ProminentPlcmnt @StacyWms www.ProminentPlacement.com
© Copyright 2012 Prominent Placement, Inc. All rights reserved.
Google YouTube Twitter Facebook Bing Yahoo LinkedIn -
500,000,000
1,000,000,000
1,500,000,000
2,000,000,000
2,500,000,000
3,000,000,000
Searches/Day (Estimated)
HOW MANY SEARCHES ARE THERE ON EACH SITE?
Take this data with a huge grain of salt! (Don’t tweet it)
It’s pulled from various sources, including Comscore, TechCrunch, StatisticBrain, Search Engine Land & Search Engine Watch.
The YouTube figure is estimated based on the oft-cited “second largest search engine after Google” – data about the actual number of searches has not been
published.
SE
SE
SE
SM S
MSM
SM
@ProminentPlcmnt @StacyWms www.ProminentPlacement.com
© Copyright 2012 Prominent Placement, Inc. All rights reserved.
THE WISDOM OF CROWDS VS. THE WISDOM OF FRIENDS
Photo by Brynn Evans/Flickr/CC
@ProminentPlcmnt @StacyWms www.ProminentPlacement.com
© Copyright 2012 Prominent Placement, Inc. All rights reserved.
SUMMARY: HOW SEARCH MARKETING IMPACTS SOCIAL MEDIA
Pay-per-click advertising on social media sites is a complement to PPC on search engines PPC on search engines: target by
intent/need/keyword PPC on social media: target by
demographics/interest Keyword research for search marketing can
drive content created on social media and make it more findable on search engines
More people are searching on social media sites #hashtags are keywords Who will win the war to be the platform on which
we search data from the web and our friends?@ProminentPlcmnt @StacyWms www.ProminentPlacement.com
© Copyright 2012 Prominent Placement, Inc. All rights reserved.
TACTICS YOU CAN TAKE BACK TO YOUR DESK & IMPLEMENT THIS AFTERNOON
Know which keywords you should be targeting. Build out profiles on major social media
platforms. Share fresh, unique content on the sites most
likely to impact your rankings (Google+, Facebook) & add “share” buttons to it.
Work targeted keywords into social media profiles and posts.
Work links pointing to website into social media profiles and posts (with keywords in anchor text where appropriate).
Implement rich snippets (including rel=author) where appropriate.
© Copyright 2012 Prominent Placement, Inc. All rights reserved.
TACTICS YOU CAN TAKE BACK TO YOUR DESK & IMPLEMENT THIS AFTERNOON
Flesh out both your Google+ and Google Places profiles for visibility in Google Maps results.
Promote the URLs for new content on Google+ for faster indexing.
Watch traffic from branded search queries rise. Test PPC on social media sites. Writer’s block? Look to top keywords for content
ideas. Use search & social together synergistically –
you need both! Continue to watch this space for more changes.
© Copyright 2012 Prominent Placement, Inc. All rights reserved.
GOOD ARTICLES ON HOW TO OPTIMIZE THESE SOCIAL MEDIA SITES (FOR SEARCH ENGINES)
http://sem4.me/dabl http://sem4.me/dafb http://sem4.me/datw http://sem4.me/dali http://
sem4.me/dagp http://sem4.me/dayt http://sem4.me/dapi http://sem4.me/datb
And, again… More about Rich
Snippets: http://sem4.me/dars
Social media listening/ monitoring tools: http://sem4.me/dalm
Keyword research for each social media platform: http://sem4.me/dakr
How to rank high in Facebook search (maybe): http://sem4.me/dafs
@ProminentPlcmnt @StacyWms www.ProminentPlacement.com
© Copyright 2012 Prominent Placement, Inc. All rights reserved.
WANT MORE?
Subscribe to our newsletter: www.prominentplacement.com
Subscribe to our blog (email or RSS): www.searchadvisory.net
“Like” us on Facebook: www.facebook.com/ProminentPlacement
Follow us on Twitter: @ProminentPlcmnt or @StacyWms
Follow us on LinkedIn: www.linkedin.com/company/prominent-placement-inc.
View other presentation on Slideshare: www.slideshare.net/stacywms
@StacyWms #DigATL @ProminentPlcmnt
© Copyright 2012 Prominent Placement, Inc. All rights reserved.