The New Social Media and Google+ Impact on SEM
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Transcript of The New Social Media and Google+ Impact on SEM
Chris Breikss6S Marketing
Social Media Impacts on SEO | 6S Marketing
CHRIS BREIKSSPresident, 6S Marketing
Founded 6S in 2000
Expert in SEO, SEM and Social Media
One of BIV’s Top 40 Under 40 (2008)
Speaks at, sponsors and attends industry events across North America
Social Media Impacts on SEO | 6S Marketing
OUR TEAM
Social Media Impacts on SEO | 6S Marketing
SEM
Google+
TwitterBlogs
Reviews
Photos
Social media is fast becoming a major factor in search engine marketing
FACTORS AFFECTING SEM
GOOGLE PLUSGoogle Plus is going to revolutionize digital marketing as we know it.
Social Media Impacts on SEO | 6S Marketing
Google+ is growing at a rate of 50x faster than Facebook or Twitter did
Image source: Leon Håland (https://plus.google.com/112418301618963883780/about?hl=en)
DON’T BELIEVE THE HYPE?
GOOGLE+ IS A HUGE GENERATOR OF TRAFFICIt’s like old school delicious on steroids
Social Media Impacts on SEO | 6S Marketing
OF SUCCESS IS JUST SHOWING UP
…ON GOOGLE
80%
How doesGoogle+affect SEM?
Social Media Impacts on SEO | 6S Marketing
GOOGLE+ AND SEO
The Google+ button affects search engine optimization. When its
on your site, Google knows; when people click it, Google knows
Add the Google+ to your home page, product pages, blog posts
There are negative impacts when users block a site
Social Media Impacts on SEO | 6S Marketing
GOOGLE+ AND SEO
With account authority, not all +1 links are equal
Google states that if a +1 button is clicked or even gets an
impression on your webpage, that it will trigger a visit from the
Google bot to (re)crawl and index this page
“We’re still looking at the +1s and it’s definitely promising.”
“We’re excited about it and we hope to figure out a good way to use that.”
Social Media Impacts on SEO | 6S Marketing
Rand Fishkin from SEOMOZ shared a unique page in Google+, but not through Twitter, Facebook, direct linking, etc. Within minutes the post was shared dozens of times and two hours later, this test URL ranked #1 for its keyword phrase in Google search results.
G+ MINI CASE STUDY
Social Media Impacts on SEO | 6S Marketing
From TechCrunch:
"Well, since its launch last Tuesday, Google+ has already cracked our top ten referring sites...”
"The amount of inbound traffic we’re seeing from Google+ is pretty crazy considering that we’re not even officially using it to share links yet..."
"We’re not doing anything yet, it’s all happening from others sharing our links organically."
G+ MINI CASE STUDY
Social Media Impacts on SEO | 6S Marketing
Social Media Impacts on SEO | 6S Marketing
GOOGLE +1 ON ADS
Social Media Impacts on SEO | 6S Marketing
INCREASED CTR IN ADWORDS
+1 data will serve as a signal of relevance for AdWords
People who see ads on the display network will see whether
someone they are connected to has +1ed the landing page
associated with the ad
Make sure that your landing pages have Google+1
GOOGLE+ AND
Social Media Impacts on SEO | 6S Marketing
INCREASED CTR IN ADWORDS
Better CTR
Better Quality Score
Pay Less Money
GOOGLE+ AND
Social Media Impacts on SEO | 6S Marketing
GOOGLE+ AND SEM
Make sure your landing pages have the
Google+ button and correspond to your ads
For the first time ever, it might make sense to
click on your own ads, or at least the +1 button
TIPS FOR
Social Media Impacts on SEO | 6S Marketing
WHAT TO WATCH FOR
BRAND PAGES: Google Plus for business is coming
GOOGLE PLUS PERSONALIZED URLS: There might be a race
for some Google+ URLs
SPARKS RANKINGS: Spark ranking algorithm isn’t clear yet
(Sparks allows you to follow a topic on Google+)
GOOGLE+ AND
Social Media Impacts on SEO | 6S Marketing
Facebook shares are more important
than Facebook “Likes”
Social Media Impacts on SEO | 6S Marketing
FACEBOOK PAGES
A business page is like another website for your brand
You want it to be optimized
Facebook has taken SEO into consideration
SEO AND
Social Media Impacts on SEO | 6S Marketing
FACEBOOK PAGES
SEO title: The name of your page plus | Facebook
Meta description: The name of your page plus the About
description
Status updates: SEO title consists of the first 18 characters
Links on your wall: Same as above
BASIC SEO TIPS FOR
Social Media Impacts on SEO | 6S Marketing
Social Media Impacts on SEO | 6S Marketing
FACEBOOK PAGES
Use keywords at the beginning of posts and updates
Write content that has good keyword density
The link to your website doesn’t help much
BASIC SEO TIPS FOR
Social Media Impacts on SEO | 6S Marketingflickr.com/photos/smi23le
LinkedIn is social media for business
Social Media Impacts on SEO | 6S Marketing
LINKEDIN AND SEO
Create a custom LinkedIn Page for your brand
Embed content such as an RSS feed or YouTube video
Create custom pages for products or services
Social Media Impacts on SEO | 6S Marketing
LINKEDIN AND SEO
Reformat your website content for LinkedIn
Tailor the content to the audience
People are looking to hire your company or look for jobs
flickr.com/photos/smi23le
Social Media Impacts on SEO | 6S Marketing
Until Google+, Twitter had the greatest
SEM impact of all social networking sites
Social Media Impacts on SEO | 6S Marketing
TWITTER AND SEM
Google suspended its real-time Twitter feed results in July,
because its contract with Twitter expired and they are likely going
to launch their own similar feature
Social Media Impacts on SEO | 6S Marketing
TWITTER AND SEOUse keywords in tweets that link back to your website
Use keyword descriptive hashtags
Optimize your company bio aka description, URL
Social Media Impacts on SEO | 6S Marketing
Social Media Impacts on SEO | 6S Marketing
ANALYTICS TOOL
Tracks traffic from tweets
Indicates most popular content
Tracks the source of tweets
TWITTER’S NEW
Social Media Impacts on SEO | 6S Marketing
Calculating social media ROI is now easier with new Google Analytics features
Social Media Impacts on SEO | 6S Marketing
MULTI CHANNEL REPORTINGGOOGLE ANALYTICS
Google Analytics multi-
channel reporting allows
you to see if social media
has assisted on
conversions
Social Media Impacts on SEO | 6S Marketing
MULTI CHANNEL REPORTINGGOOGLE ANALYTICS
Social Media Impacts on SEO | 6S Marketing
SUMMARY
Social media is heavily influencing search engine rankings
Put a Google +1 button on your website
Try new Google Analytics multi-channel tracking to see how social media is assisting conversions
Social Media Impacts on SEO | 6S Marketing
CONTACT
MEChris Breikss
@chrisbreikss
@6S_Marketing
Facebook.com/6Smarketing
QUESTIONS?
Social Media Impacts on SEO | 6S Marketing
Sources for: Social Media and Google+ Impacts on Search Engine Optimization“Customize your +1 button and +Snippet.” Google. 2011. Retrieved from <http://www.google.com/webmasters/+1/button/index.html>
Klein, Gerard and Keesjan Deelstra. “The SEO Effect Google +1 Experiment.” Online Posting. 1 June 2011. Retried from <www.seoeffect.com/images/the%20seo%20effect%20google%20%2B!%20button%20experiment.pdf>
Marentis, Chris. “Google+ & SEO – What Will the Future Hold.” Online Posting. Hellbound Bloggers. 5 September 2011. Retrieved from <http://hellboundbloggers.com/2011/09/05/google-plus-and-seo-future-hold>
Mitaru, Ilie. “How Google+ Will Affect SEO for Your Website.” Online Posting. PCWorld. Retrieved from <http://www.pcworld.com/businesscenter/article/235141/how_google_will_affect_seo_for_your_website.html>
Patel, Neil. “How Social Media Affects SEO.” Online Posting. Quicksprout. 24 August 2011. Retrieved from <http://www.quicksprout.com/2011/08/24/how-social-media-affects-seo/>
Randfish. “Facebook + Twitters Influence on Google’s Search Rankings.” Online Posting. SEOmoz. 19 April 2011. Retrieved from <http://www.seomoz.org/blog/facebook-twitters-influence-google-search-rankings>
“+Snippets on Google Maps: If You Can See It, You Will Share It.” Google Blog. 14 September 2011. Retrieved from <http://googleblog.blogspot.com/2011/09/snippets-on-google-maps-if-you-can-see.html>
Schwartz, Barry. “Google+ Sparks SEO.” Online Posting. Search Engine Roundtable. 5 July 2011. Retrieved from <http://www.seroundtable.com/google-plus-seo-13659.html>
Schwartz, Barry. “+Snippets for Google Maps.” Online Posting. Search Engine Roundtable. 15 September 2011. Retrieved from <http://www.seroundtable.com/google-maps-plus-share-14028.html>
“Search Engine Ranking.” Online Posting. SEOmoz. 2011. Retrieved from <http://www.seomoz.org/article/search-ranking-factors#overview>
Shepard, Cyrus. “Experiments on Google+ and Twitter Influencing Search Rankings.” Online Posting. SEOmoz. 5 July 2011. Retrieved from < http://www.seomoz.org/blog/do-tweets-still-effect-rankings>
Siegler, MG. “If Google Buzz is a Black Hole for Sharing Traffic, Google+ is the Big Bang.” Online Posting. TechCrunch. 5 July 2011. Retrieved from <http://techcrunch.com/2011/07/05/google-plus- sharing>
Sullivan, Danny. “How Being “Friends” on Google+ Leads to Better Rankings.” Online Posting. Search Engine Land. 27 July 2011. Retrieved from < http://searchengineland.com/how-being-friends-on-google-leads-to-better-rankings-87376>
Sullivan, Danny. “What Social Signals Do Google & Bing Really Count?” Online Posting. Search Engine Land. 1 December 2010. Retrieved from <http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389>
Additional Sources:
Google+ Public Overview, Demo and Tour:http://www.google.com/+/learnmore/http://www.google.com/+/demo/