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Social Media Search Signals For SEO - Pubcon Vegas 2011
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Social Media Search Signals For SEO - Pubcon Vegas 2011 Presentation Transcript

  • 1. Global Social Media Signals For SEO Presented by: Joe Hall - 22Media.com
  • 2. Brief History of Social Search Signals
  • 3. Brief History of Social Search Signals 2004 – First Personalized Social Search
  • 4. Brief History of Social Search Signals 2004/2009 – Yahoo introduces TrustRank.
  • 5. Brief History of Social Search Signals 2005 – Yahoo Integrates MyWeb as Personalize Search
  • 6. Brief History of Social Search Signals 2006 – Yahoo files for patent that uses “user” annotations as anchor text to create a “ Social” TrustRank.
  • 7. Brief History of Social Search Signals 2008 – Yahoo files for patent that rates user generated content, referred to as AuthorRank. Patent granted in 2009.
  • 8. Brief History of Social Search Signals 2009 – Twitter explodes.
  • 9. Brief History of Social Search Signals 2009 – Facebook's annual growth over 200%
  • 10. Brief History of Social Search Signals October 2009 – Google Launches Personalized Social Search
  • 11. Brief History of Social Search Signals December 2009 – Google Launches Real Time Search Results Photo credit - SearchEngineLand.com
  • 12. Brief History of Social Search Signals December 2010 – Google/Bing admit in interview with SearchEngineLand.com that they are both using Twitter and Facebook data for signals.
  • 13. Brief History of Social Search Signals April 2011 – SEOmoz.org releases data showing high correlations of Facebook shares and rankings.
  • 14. Brief History of Social Search Signals May 2011 – Facebook Busted by bloggers for a secret PR smear aimed at Google. Google, "may be improperly using data they have scraped about Facebook users." - Facebook
  • 15. Brief History of Social Search Signals June 2011 – SMX Advanced – Matt Cutts from Google denies that Google uses Facebook data. Almost reversing what Google said in December 2010.
  • 16. Brief History of Social Search Signals June 2011 – Google+ launches in beta.
  • 17. Brief History of Social Search Signals July 2011 – Google does not renew its deal with Twitter. Google's Real Time Search dies.
  • 18. Two Types of Social Search Signals Personalized Social Search Signals Global Social Search Signals
  • 19. Per sonalized Social Search Signals Powered by Google's Social Graph. Ranks content based on social connections. Highly influenced by quantity.
  • 20. How To Game Per sonalized Social Search Target Sub Groups Facebook groups Google+ Circles Niche Twitter Influencers
  • 21. Global Social Media Search Signals How is Social Media affecting global rankings?
  • 22. Global Social Media Search Signals Caveats: This is mostly educated speculation. Fluctuating significance. Links are still the precursor to rankings .
  • 23. Global Social Media Search Signals Different Types of Social Media Content Consumption Symmetrical Consumption Asymmetrical Consumption
  • 24. Global Social Media Search Signals Symmetrical Content Consumption: PROS & CONS CON: Hard to measure influence. PRO: Basic quantitative metrics.
  • 25. Global Social Media Search Signals Asymmetrical Content Consumption: PROS & CONS CON: No basic quantitative metric. PRO: Easy to measure influence.
  • 26. Global Social Media Search Signals Content Consumption: PROs Recap “ Asymmetrical” PRO: Easy to measure influence. “ Symmetrical” PRO: Basic quantitative metrics.
  • 27. Global Social Media Search Signals Asymmetrical-Authority (Twitter Follower Ratios) Symmetrical-Quantitative (Facebook Likes) AWESOME SOCIAL RANKINGS
  • 28. Global Social Media Search Signals But Google has a problem...
  • 29. Global Social Media Search Signals But Google has a problem... They don't own social data.
  • 30. Global Social Media Search Signals
  • 31. Global Social Media Search Signals Google+ is perfect for harvesting social signals. Symmetrical – Quantitative Metrics Asymmetrical - Measure Authority
  • 32. Global Social Media Search Signals Asymmetrical – Authority Metrics Symmetrical – Quantitative Metric AWESOME SOCIAL RANKINGS (that Google owns)
  • 33. Gaming Social Media Signals
  • 34. Gaming Social Media Signals Encourage dialog to drive signals.
  • 35. Gaming Social Media Signals Encourage content sharing to build authority.
  • 36. Gaming Social Media Signals Buy your love. + RISK/STRATEGY = There is a market place for every metric, you just have to look in the right spots.
  • 37. Social Media Search Signals Take aways. Maximize Authority and Quantitative Metrics Use mainstream networks to bolster existing SEO efforts.
  • 38. THANK YOU FOR LISTENING @JoeHall [email_address] 22media.com