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The New Social Media and Google+ Impact on SEM

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Chris Breikss discusses Google+ Plus, Facebook, Twitter and LinkedIn and the search engine marketing impact of each. Primary focus is Google+ Plus.

Chris Breikss discusses Google+ Plus, Facebook, Twitter and LinkedIn and the search engine marketing impact of each. Primary focus is Google+ Plus.

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  • The New Social Media Impact on SEM. A presentation by Chris Breikss of 6S Marketing for Social Media Week Vancouver on September 23, 2011
  • Chris Breikss is the President of 6S Marketing, a Vancouver based digital marketing agency.
  • Chris Breikss leads a team of 25 digital marketers in Vancouver at 6S Marketing.
  • Google Plus is Google’s new social networking platform that is now out of beta this week and available to everybody, everywhere
  • Google+ is a huge generator of traffic, it’s like old school delicious on steroids
  • Based on the classic Woody Allen quote "80 percent of success is just showing up"
  • How does Google Plus affect SEM
  • The Google+ button affects search engine optimization. When its on your site, Google knows; when people click it, Google knows.
  • Refrain from putting a +1 button on non-public pages
  • FORBES: Stick Google Plus Buttons on Your Pages, or Your Search Traffic Dies
  • The video from Matt Cutts about Google+ is 45 minutes long. Google+ is mentioned around the 8:30 and 9:40 marks
  • The Google+ search impact on the 6S Marketing site. The click through rate without a +1 is 5%. With the +1 is 24%
  • Google+ buttons are on Google Ads
  • Facebook Business Pages should be search engine optimized
  • A business page is like another website for your brandYou want it to be optimizedFacebook has taken SEO into consideration
  • LinkedIn is social media for business
  • Create a custom LinkedIn Page for your brandEmbed content such as an RSS feed or YouTube videoCreate custom pages for products or services
  • Reformat your website content for LinkedInTailor the content to the audiencePeople are looking to hire your company or look for jobs
  • Calculating social media ROI is now easier with new Google Analytics features
  • Google Analytics multi channel reporting allows you to track assists on conversions. Its kind of like hockey but not really
  • Multi-channel funnels is hard to find in Google Analytics, make sure you click on New Version in the top right
  • Social media is heavily influencing search engine rankingsPut a Google +1 button on your websiteTry new Google Analytics multi-channel tracking to see how social media is assisting conversions
  • Transcript

    • 1. Chris Breikss
      6S Marketing
    • 2. CHRIS BREIKSS
      President, 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
    • 3. OUR TEAM
    • 4.
    • 5. FACTORS AFFECTING SEM
      Social media is fast becoming a major factor in search engine marketing
    • 6. GOOGLE PLUS
      Google Plus is going to revolutionize digital marketing as we know it.
    • 7. DON’T BELIEVE THE HYPE?
      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)
    • 8. GOOGLE+ IS A HUGE GENERATOR OF TRAFFIC
      It’s like old school delicious on steroids
    • 9. 80%
      OF SUCCESS IS JUST SHOWING UP
      …ON GOOGLE
    • 10. How does
      Google+
      affect SEM?
    • 11. 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
    • 12. 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
    • 13.
    • 14. “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.”
    • 15. G+ MINI CASE STUDY
      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.
    • 16. G+ MINI CASE STUDY
      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."
    • 17.
    • 18. GOOGLE +1 ON ADS
    • 19. GOOGLE+ AND
      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
    • 20. GOOGLE+ AND
      INCREASED CTR IN ADWORDS
      Better CTR
      Better Quality Score
      Pay Less Money
    • 21.
    • 22. TIPS FOR
      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
    • 23. GOOGLE+ AND
      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+)
    • 24. FACEBOOK
      Facebook shares are more important than Facebook “Likes”
    • 25. SEO AND
      FACEBOOK PAGES
      A business page is like another website for your brand
      You want it to be optimized
      Facebook has taken SEO into consideration
    • 26. BASIC SEO TIPS FOR
      FACEBOOK PAGES
      SEO title: The name of your page plus | Facebook
      Meta description: The name of your page plus the Aboutdescription
      Status updates: SEO title consists of the first 18 characters
      Links on your wall: Same as above
    • 27.
    • 28. BASIC SEO TIPS FOR
      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
    • 29. LINKEDIN
      LinkedIn is social media for business
      flickr.com/photos/smi23le
    • 30. 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
    • 31. 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
    • 32. flickr.com/photos/smi23le
    • 33. TWITTER
      Until Google+, Twitter had the greatest SEM impact of all social networking sites
    • 34. 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
    • 35. TWITTER AND SEO
      Use keywords in tweets that link back to your website
      Use keyword descriptive hashtags
      Optimize your company bio aka description, URL
    • 36.
    • 37. TWITTER’S NEW
      ANALYTICS TOOL
      Tracks traffic from tweets
      Indicates most popular content
      Tracks the source of tweets
    • 38. Calculating social media ROI is now easier with new Google Analytics features
    • 39. GOOGLE ANALYTICS
      MULTI CHANNEL REPORTING
      Google Analytics multi-channel reporting allows you to see if social media has assisted on conversions
    • 40. GOOGLE ANALYTICS
      MULTI CHANNEL REPORTING
    • 41.
    • 42. 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
    • 43. QUESTIONS?
      CONTACT ME
      Chris Breikss
      chris@6Smarketing.com
      @chrisbreikss
      @6S_Marketing
      Facebook.com/6Smarketing
    • 44. 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 KeesjanDeelstra. “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/