Everything is a Social Network - Paul Chaloner - #BrightonSEO

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Originally presented at http://www.brightonseo.com Why do we treat Social Media so differently from the rest of our digital marketing and from what we already know through our life experiences? The …

Originally presented at http://www.brightonseo.com Why do we treat Social Media so differently from the rest of our digital marketing and from what we already know through our life experiences? The idea that “Everything Is A Social Network” is intrinsically linked to the belief that we have always “Socially Networked” and looks to learn the lessons we already know, but rarely apply when it comes to business and Social Media. It also attempts to explode the myths that either “Social Media is a fad” or “SEO is Dead” and instead looks at how and why the two MUST work together and be used as part of a broader digital strategy and not singularly.

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  • We really enjoyed Paul’s presentation and were glad that someone has found concrete evidence that Tweets directly influence the SERPs, as it’s certainly something we’ve found in our own work. We’ve published a video of Paul’s presentation and some of our own thoughts on our blog here:
    http://www.siliconbeachtraining.co.uk/blog/seo-training-tweetserping-using-twitter-for-seo-brightonseo-video/
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Transcript

  • 1. SEO Brighton.
    Everything is a social network.
    A presentation on SEO & Social Media by Paul Chaloner, Social Media Specialist, Fresh Egg.
    @paulchaloner @freshegg
  • 2. SEO Brighton: Everything is a social network.
  • 3. SEO Brighton: Bad drawings.
  • 4. OMG
    THIS GUY SUCKS AT DRAWING
  • 5. SEO Brighton: What social media isn’t.
    Social Media ISN’T
    Difficult
    Complicated
    The only thing that matters
    Better than a caramel latte
  • 6. Test One.
    TweetSerping.
  • 7. SEO Brighton: Test one.
    Key points
    Used the Fresh Egg blog (relatively powerful, good backlinks, PR4)
    Blog fed in to Google News
    Strong internal linking
    Relevant content to the site and blog
    Fully optimised meta tags
  • 8. SEO Brighton: Test one results – 9.15am.
  • 9. SEO Brighton: Test one results – 9.15am.
  • 10. SEO Brighton: Test one results – 10.15am.
  • 11. SEO Brighton: Test one results – 17.30.
  • 12. SEO Brighton: Test one results.
    Tweet stats
    Initial tweet user had 1,500+ followers
    RT’s accounted for 130+ mentions
    Most powerful RT from a user followed by 5,000
    53,000 followers reached via users tweets
  • 13. SEO Brighton: Test one results.
    Observations
    Tweets played a huge role in indexing and ranking higher
    It wasn’t entirely clear if they achieved the results alone
    It appeared that Tweets were a secondary level of influence
    We needed another, purer test
  • 14. Test two.
    TweetSerping.
  • 15. SEO Brighton: Test two.
    Key points
    Used a low powered site (pr2)
    Site did not feed in to Google News
    Internal linking was non-existent
    The content was completely unrelated to the website
    The page was not indexed for 4 days
    The only SEO was to optimise the title
  • 16. SEO Brighton: Test two results – Monday 10am
  • 17. SEO Brighton: Test two – Monday 10am.
    Progress up to Monday 10am
    Page was posted on the Thursday before
    At 10am on Monday the page was NOT indexed
    Tweets began at 10am
    By 12pm, no change was observed
  • 18. SEO Brighton: Test two results – Monday 12.30pm
  • 19. SEO Brighton: Test two results – Monday 3pm
  • 20. SEO Brighton: Test one results.
    Tweet stats
    Initial Tweet user had 1,500+ followers
    RT’s accounted for 36 mentions
    Most powerful RT from a user followed by 12,000
    18,000 followers reached via users tweets
  • 21. SEO Brighton: Test two – Monday 10am.
    Observations
    Back links occasionally showed up, but didn’t stick, suggesting these were links like paper.li daily digests
    Indexing took longer, but tweets alone appeared to enable this
  • 22. Conclusions
    TweetSerping.
  • 23. SEO Brighton: Social Media & SEO takeaways.
    Make sure blogs are in Google News
    Build quality followers for Twitter (above 1,500 ideally)
    Tweet your posts using keywords you want to rank for
    Optimise at least the titles and make sure the title is used in your tweet
    Try and encourage other powerful account holders to RT
    Paper.li type daily digest sites can help (probably temporarily)
    Fresh content in page copy helps the likelihood of ranking improvement, but this needs further testing
  • 24. Questions?