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

  • 1. 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
  • 2. 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.
  • 3. What is Google Trying to Do?
  • 4. 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
  • 5. Why Social?
  • 6. 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!
  • 7. Let’s explore how search and social are merging and talk about some cool tactical wins for marketers, too.
  • 8. 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
  • 9. 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
  • 10. 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
  • 11. Wait… Doesn’t that mean?
  • 12. Bigger Social Network +
    More Social Sharing
    =
    More Search Traffic & Better Rankings
  • 13. That’s Not All…
  • 14. 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
  • 15. Let’s Expand Our Network!
  • 16. 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
  • 17. FollowerWonk makes it easy to find and connect with Twitter users in the same fashion: http://followerwonk.com
  • 18. 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+
  • 19. 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
  • 20. 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
  • 21. Newer Networks Offer Outsized Returns
    Namesake is an emerging discussion network that looks very promising: http://namesake.com/
  • 22. Newer Networks Offer Outsized Returns
    Answering a few questions on http://www.quora.com send us several hundred visits a month already
  • 23. 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.
  • 24. 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.
  • 25. The Possibilities for Social + Search Synergies Have Never Been Better.
  • 26. Download: http://bit.ly/mozsearchsocial
    Rand Fishkin, CEO & Co-Founder, SEOmoz
    • Twitter: @randfish
    • 27. Blog: www.seomoz.org/blog
    • 28. Email: rand@seomoz.org
    Try SEOmoz PRO free!http://www.seomoz.org/gopro