Search and Social: How to Get More Action from Organic Marketing

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What impact do real-time search results have on brand awareness and consideration? And how do you leverage social engagement to increase SEO? Rand Fishkin, CEO of SEOMoz, provides answers to these questions as he shares secrets about real-time search an the impact it can have on social media engagement.

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Search and Social: How to Get More Action from Organic Marketing

  1. Search + Social:How to Get More from Your Organic Marketing<br />Rand Fishkin, CEO + Co-founder SEOmoz, December 2010<br />
  2. The Big News:Twitter & Facebook Influence Search Rankings<br />
  3. Direct from the Source:<br />Danny Sullivan: If an article is retweeted or referenced much in Twitter, do you count that as a signal outside of finding any non-nofollowed links that may naturally result from it?<br />Google: Yes, we do use it as a signal. It is used as a signal in our organic and news rankings. We also use it to enhance our news universal by marking how many people shared an article <br />http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389<br />
  4. Direct from the Source:<br />Danny Sullivan: If an article is retweeted or referenced much in Twitter, do you count that as a signal outside of finding any non-nofollowed links that may naturally result from it?<br />Bing: We do look at the social authority of a user. We look at how many people you follow, how many follow you, and this can add a little weight to a listing in regular search results. It carries much more weight in Bing Social Search, where tweets from more authoritative people will flow to the top when best match relevancy is used.  <br />http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389<br />
  5. Direct from the Source:<br />Danny Sullivan: Do you track links shared within Facebook, either through personal walls or fan pages?<br />Google: We treat links shared on Facebook fan pages the same as we treat tweeted links. We have no personal wall data from Facebook.<br />http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389<br />
  6. Direct from the Source:<br />Danny Sullivan: Do you track links shared within Facebook, either through personal walls or fan pages?<br />Bing: Yes. We look at links shared that are marked as “Everyone,” and links shared from Facebook fan pages.<br />http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389<br />
  7. What Might Be in a Tweet Algo?<br /><ul><li> Number of Unique Tweeting Sources (Diversity)
  8. “Author Authority” of the Tweeting Sources
  9. Time of Tweet (QDF)
  10. Connection Between Tweeter and Source Domain
  11. Quantity + Quality of Retweets
  12. Quantity of Clicks</li></li></ul><li>What We Tweet Matters<br />
  13. Facebook Sharing Matters, Too<br />If Google Can See It<br />
  14. Social Optimization:Get More Bang from Your SMM Efforts<br />
  15. Share in the Right Places<br />
  16. Share Content & Links that Make People Want to Pay Attention<br />
  17. Produce Content People Want to Share (because it will make others follow them)<br />
  18. Stay On-Topic(if your goal is driving relevant traffic)<br />
  19. Be Funny/Controversial/Personal(if your goal is raw followers & clicks)<br />
  20. Pay Attention to Your CTR(and test how you can improve it)<br />http://www.seomoz.org/blog/calculating-and-improving-your-twitter-clickthroughrate<br />
  21. The Resurrection of Q+A<br />
  22. Lots of Sources<br />
  23. Invest Where Your Customers Are(even if it’s not about your specific product/service)<br />
  24. Comparing Search + Social Traffic<br />
  25. A Search Query:Targeted Discovery at the Time of Interest<br />
  26. Social Media Clicks:Momentary Interest in a Headline/Topic<br />
  27. Search Traffic:A Direct Opportunity to Convert<br />
  28. Social Traffic:A Potential Opportunity to Build Brand Awareness<br />
  29. First-Touch Attribution is Essential<br />http://www.distilled.co.uk/blog/seo/first-touch-tracking-in-google-analytics/<br />
  30. Organic Marketing<br />
  31. A Shift in How We Think + Consume<br />
  32. An Opportunity for Early Adopters<br />http://www.amazon.com/Crossing-Chasm-Marketing-High-Tech-Mainstream/dp/0066620023<br />
  33. LOTS of Organic Web Channels<br /><ul><li> Organic Search (SEO)
  34. Social Networking (Facebook, Twitter, LinkedIn)
  35. Social Bookmarking (StumbleUpon, Delicious, Reddit)
  36. Q+A / Forums (StackExchange, Yahoo!, Quora)
  37. Blogs + Blogging (Tumblr, Wordpress, Posterous)
  38. Referring Links (Press, Partners, Citations, etc)
  39. Email & List Marketing</li></li></ul><li>Participate, Experiment, Analyze, Win<br />
  40. Q+A<br />Rand Fishkin, CEO & Co-Founder, SEOmoz<br /><ul><li> Twitter: @randfish
  41. Blog: www.seomoz.org/blog
  42. Email: rand@seomoz.org</li>

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