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Wappow Social Day! May 2011
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Wappow Social Day! May 2011

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    Wappow Social Day! May 2011 Wappow Social Day! May 2011 Presentation Transcript

    • Why Search Needs SocialAnd how marketers can gain a competitive advantage in bothDownload: http://bit.ly/mozsearchsocial
      Rand Fishkin, CEO & Co-founder, SEOmoz
      May 2011
    • A Little Google Algo History
      Maps + Local Results
      WebSpam Team
      Caffeine
      (Freshness + Speed)
      Sandbox
      2004
      2001
      2007
      2009-10
      1998
      2003
      2005
      2009
      2011
      Vince (Brands)
      Panda/Farmer
      PageRank
      Nofollow
      Florida Update
      Google’s had many other big shifts over the years, but I wanted to call out these specifically. See http://www.toddnemet.com/timeline/ for more.
    • What is Google Trying to Do?
    • Make Better Results
      I’m actually looking for a good grill for this summer. Google’s not very helpful.
      Our only marketing expense? Flights + hotels for conferences/events
      More at http://www.seomoz.org/blog/the-history-of-seomoz
    • Why Social?
    • These results are quite good; mostly because I’m connected to people who share useful, interesting stuff in this niche. I need to find some grilling experts.
      Social signals – Facebook Likes, Shares, Comments; Twitter tweets; LinkedIn Status Updates; even references from smaller social platforms (Quora, StumbleUpon, Flickr, Blogs, etc.) can help Google gain more relevancy by showing what users really enjoy and share!
    • Let’s explore how search and social are merging and talk about some cool tactical wins for marketers, too.
    • Google’s Accounts Deliver Social Integration
      You can see and connect your own social accounts to your Google profile via https://profiles.google.com/connectedaccounts
    • Now When I Search…
      Geraldine’s blog is awesome, but it would never rank on page #1 for this query without the power of the social connection.
      You can see and connect your own social accounts to your Google profile via https://profiles.google.com/connectedaccounts
    • Bing Does this Too (at least with Facebook)
      More info on the Bing/Facebook integration: http://searchengineland.com/bing-now-with-extra-facebook-see-what-your-friends-like-52848
    • Wait… Doesn’t that mean?
    • Bigger Social Network +
      More Social Sharing
      =
      More Search Traffic & Better Rankings
    • That’s Not All…
    • Social Signals are Likely to Be Directly Influential, Too
      Controlling for links, social metrics are well correlated with higher rankings in Google. This strongly suggests a direct influence. More http://www.seomoz.org/blog/facebook-twitters-influence-google-search-rankings
    • Let’s Expand Our Network!
    • Using the query string parameter for profiles, you can find people to connect with across networks who will then see your shares in Google, e.g. http://www.google.com/search?tbs=prfl:e&q=seattle+blogger
    • FollowerWonk makes it easy to find and connect with Twitter users in the same fashion: http://followerwonk.com
    • Using http://bit.ly for tracking can help us see when/where we’re effective with shared content and track clicks that Analytics can’t. BTW – You can use + with goog.gl or bit.ly to see other people’s shared links, too, e.g. http://goo.gl/BMIGz+
    • Analytics on Socially Shared Links Matters
      By aggregating your metrics from bit.ly (and twitter/facebook/etc), you can see patterns that can suggest better ways to share content. More here: http://www.seomoz.org/blog/calculating-and-improving-your-twitter-clickthroughrate
    • Facebook Offers Direct Insights
      Speaking of analytics, Facebook’s Insights widget can be installed on your site to see data about your visitors who are logged into FB: http://www.seomoz.org/blog/4-facebook-marketing-tactics-you-might-not-know-about
    • Newer Networks Offer Outsized Returns
      Namesake is an emerging discussion network that looks very promising: http://namesake.com/
    • Newer Networks Offer Outsized Returns
      Answering a few questions on http://www.quora.com send us several hundred visits a month already
    • Tools like http://trunk.ly and http://summify.com can help you discover great content to share + spread, as well as learn what types of content performs well in your niche.
    • OKCupid has this awesome drop-over box after you finish reading, encouraging you to share.
      Ian Lurie’s blog uses a subtle, single message that “likes” his whole site’s profile, so that anything he shares in the future appears in your search results.
      Check out http://blog.okcupid.com/ and http://www.conversationmarketing.com to see these in action.
    • The Possibilities for Social + Search Synergies Have Never Been Better.
    • Download: http://bit.ly/mozsearchsocial
      Rand Fishkin, CEO & Co-Founder, SEOmoz
      • Twitter: @randfish
      • Blog: www.seomoz.org/blog
      • Email: rand@seomoz.org
      Try SEOmoz PRO free!http://www.seomoz.org/gopro