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 of "The New Social Media and Google+ Impact on SEM"
Chris Breikss<br />6S Marketing<br />
CHRIS BREIKSS<br />President, 6S Marketing<br />Founded 6S in 2000<br />Expert in SEO, SEM and Social Media<br />One of BIV’s Top 40 Under 40 (2008)<br />Speaks at, sponsors and attends industry events across North America<br />
GOOGLE+ AND SEO<br />The Google+ button affects search engine optimization. When its on your site, Google knows; when people click it, Google knows<br />Add the Google+ to your home page, product pages, blog posts<br />There are negative impacts when users block a site<br />
GOOGLE+ AND SEO<br />With account authority, not all +1 links are equal<br />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<br />
“We’re still looking at the +1s and it’s definitely promising.”<br />“We’re excited about it and we hope to figure out a good way to use that.”<br />
G+ MINI CASE STUDY <br />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.<br />
G+ MINI CASE STUDY <br />From TechCrunch:<br />"Well, since its launch last Tuesday, Google+ has already cracked our top ten referring sites...” <br />"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..." <br />"We’re not doing anything yet, it’s all happening from others sharing our links organically."<br />
GOOGLE+ AND<br />INCREASED CTR IN ADWORDS<br />+1 data will serve as a signal of relevance for AdWords<br />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<br />Make sure that your landing pages have Google+1<br />
GOOGLE+ AND<br />INCREASED CTR IN ADWORDS<br />Better CTR<br />Better Quality Score<br />Pay Less Money<br />
TIPS FOR<br />GOOGLE+ AND SEM<br />Make sure your landing pages have the Google+ button and correspond to your ads<br />For the first time ever, it might make sense to click on your own ads, or at least the +1 button<br />
GOOGLE+ AND<br />WHAT TO WATCH FOR<br />BRAND PAGES: Google Plus for business is coming<br />GOOGLE PLUS PERSONALIZED URLS: There might be a race for some Google+ URLs<br />SPARKS RANKINGS: Spark ranking algorithm isn’t clear yet<br />(Sparks allows you to follow a topic on Google+)<br />
FACEBOOK<br />Facebook shares are more important than Facebook “Likes”<br />
SEO AND<br />FACEBOOK PAGES<br />A business page is like another website for your brand<br />You want it to be optimized<br />Facebook has taken SEO into consideration<br />
BASIC SEO TIPS FOR<br />FACEBOOK PAGES<br />SEO title: The name of your page plus | Facebook <br />Meta description: The name of your page plus the Aboutdescription<br />Status updates: SEO title consists of the first 18 characters<br />Links on your wall: Same as above<br />
BASIC SEO TIPS FOR<br />FACEBOOK PAGES<br />Use keywords at the beginning of posts and updates<br />Write content that has good keyword density<br />The link to your website doesn’t help much<br />
LINKEDIN<br />LinkedIn is social media for business<br />flickr.com/photos/smi23le<br />
LINKEDIN AND SEO<br />Create a custom LinkedIn Page for your brand<br />Embed content such as an RSS feed or YouTube video<br />Create custom pages for products or services<br />
LINKEDIN AND SEO<br />Reformat your website content for LinkedIn<br />Tailor the content to the audience<br />People are looking to hire your company or look for jobs<br />
SUMMARY<br />Social media is heavily influencing search engine rankings<br />Put a Google +1 button on your website<br />Try new Google Analytics multi-channel tracking to see how social media is assisting conversions<br />
Sources for: Social Media and Google+ Impacts on Search Engine Optimization<br />“Customize your +1 button and +Snippet.” Google. 2011. <br />Retrieved from <http://www.google.com/webmasters/+1/button/index.html> <br />Klein, Gerard and KeesjanDeelstra. “The SEO Effect Google +1 Experiment.” Online Posting. 1 June <br />2011. Retried from <www.seoeffect.com/images/the%20seo%20effect%20google%20%2B!%20button%20experiment.pdf><br />Marentis, Chris. “Google+ & SEO – What Will the Future Hold.” Online Posting. Hellbound Bloggers. 5 September 2011. <br />Retrieved from <http://hellboundbloggers.com/2011/09/05/google-plus-and-seo-future-hold><br />Mitaru, Ilie. “How Google+ Will Affect SEO for Your Website.” Online Posting. PCWorld. <br />Retrieved from <http://www.pcworld.com/businesscenter/article/235141/how_google_will_affect_seo_for_your_website.html><br />Patel, Neil. “How Social Media Affects SEO.” Online Posting. Quicksprout. 24 August 2011. <br />Retrieved from <http://www.quicksprout.com/2011/08/24/how-social-media-affects-seo/><br />Randfish. “Facebook + Twitters Influence on Google’s Search Rankings.” Online Posting. SEOmoz. 19 April 2011. <br />Retrieved from <http://www.seomoz.org/blog/facebook-twitters-influence-google-search-rankings><br />“+Snippets on Google Maps: If You Can See It, You Will Share It.” Google Blog. 14 September 2011. <br />Retrieved from <http://googleblog.blogspot.com/2011/09/snippets-on-google-maps-if-you-can-see.html><br />Schwartz, Barry. “Google+ Sparks SEO.” Online Posting. Search Engine Roundtable. 5 July 2011. <br />Retrieved from <http://www.seroundtable.com/google-plus-seo-13659.html><br />Schwartz, Barry. “+Snippets for Google Maps.” Online Posting. Search Engine Roundtable. 15 September 2011. <br />Retrieved from <http://www.seroundtable.com/google-maps-plus-share-14028.html><br />“Search Engine Ranking.” Online Posting. SEOmoz. 2011. <br />Retrieved from <http://www.seomoz.org/article/search-ranking-factors#overview><br />Shepard, Cyrus. “Experiments on Google+ and Twitter Influencing Search Rankings.” Online Posting. SEOmoz. 5 July 2011. <br />Retrieved from < http://www.seomoz.org/blog/do-tweets-still-effect-rankings><br />Siegler, MG. “If Google Buzz is a Black Hole for Sharing Traffic, Google+ is the Big Bang.” Online Posting. TechCrunch. 5 July 2011. <br />Retrieved from <http://techcrunch.com/2011/07/05/google-plus- sharing><br />Sullivan, Danny. “How Being “Friends” on Google+ Leads to Better Rankings.” Online Posting. Search Engine Land. 27 July 2011. <br />Retrieved from < http://searchengineland.com/how-being-friends-on-google-leads-to-better-rankings-87376><br />Sullivan, Danny. “What Social Signals Do Google & Bing Really Count?” Online Posting. Search Engine Land. 1 December 2010. <br />Retrieved from <http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389><br />Additional Sources:<br />Google+ Public Overview, Demo and Tour:<br />http://www.google.com/+/learnmore/<br />http://www.google.com/+/demo/<br />
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