The New Social Media and Google+ Impact on SEM

Chris Breikss
6S Marketing

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

OUR TEAM

FACTORS AFFECTING SEM
Social media is fast becoming a major factor in search engine marketing

GOOGLE PLUS
Google Plus is going to revolutionize digital marketing as we know it.

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)

GOOGLE+ IS A HUGE GENERATOR OF TRAFFIC
It’s like old school delicious on steroids

80%
OF SUCCESS IS JUST SHOWING UP
…ON GOOGLE

How does
Google+
affect SEM?

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

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.”

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.

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."

GOOGLE +1 ON ADS

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

GOOGLE+ AND
INCREASED CTR IN ADWORDS
Better CTR
Better Quality Score
Pay Less Money

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

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+)

FACEBOOK
Facebook shares are more important than Facebook “Likes”

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

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

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

LINKEDIN
LinkedIn is social media for business
flickr.com/photos/smi23le

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

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

TWITTER
Until Google+, Twitter had the greatest SEM impact of all social networking sites

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

TWITTER AND SEO
Use keywords in tweets that link back to your website
Use keyword descriptive hashtags
Optimize your company bio aka description, URL

TWITTER’S NEW
ANALYTICS TOOL
Tracks traffic from tweets
Indicates most popular content
Tracks the source of tweets

Calculating social media ROI is now easier with new Google Analytics features

GOOGLE ANALYTICS
MULTI CHANNEL REPORTING
Google Analytics multi-channel reporting allows you to see if social media has assisted on conversions

GOOGLE ANALYTICS
MULTI CHANNEL REPORTING

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

QUESTIONS?
CONTACT ME
Chris Breikss
chris@6Smarketing.com
@chrisbreikss
@6S_Marketing
Facebook.com/6Smarketing

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/

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The New Social Media and Google+ Impact on SEM

by 6S Marketing on Sep 23, 2011

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