Performance Insights 2013 Is Social Media Killing my Beloved SEO
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Performance Insights 2013 Is Social Media Killing my Beloved SEO

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A look at how social media is affecting SEO

A look at how social media is affecting SEO

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  • 1. IS SOCIAL MEDIA REALLY KILLING MY BELOVED SEO?
  • 2.  Is Social Media replacing the need for traditional SEO?  Are Social Signals now a ranking factor?  How can Google trust social accounts and stats?  What is social good for?  Are companies investing too much in social?  If Social isn’t killing SEO – what is?  Is SEO being killed? Breakdown
  • 3. SOCIAL MEDIA
  • 4. Google’s definition of social media What is Social Media Google’s definition of social networking
  • 5. Is this it? What is Social Media Businesses are not engaging properly with their brand or product.
  • 6. Looking Closer  Are we using social platforms more to get information from our connections?  Does having personalised search give us a better experience?  Are less generic searches happening?  Is social media killing Google?  Is Hummingbird a way that Google is trying to become your friend?
  • 7. IS SOCIAL REPLACING SEO
  • 8. How can you replace SEO  Traditional SEO forms the core of an online marketing campaign  Search Marketing covers a wide set of disciplines  Still extremely important to have good site structure  Link profile needs to be clean and good quality Social is small part of SEO campaign But a LARGE part of marketing campaign
  • 9. Social and Ranking  Social Media companies like to sell their services by saying it is a ranking factor It isn’t …  Hot off the Press from Matt Cutts at PubCon
  • 10. Google’s definition of social media What is Social Media Google’s definition of social networking 2011 Google SERP’s for “coffee”
  • 11. 2013 Google SERP’s for “coffee”
  • 12. Zippy.co.uk/1 Is there any correlation?
  • 13. Signal Strength The Scale of Google’s problem Twitter # followers # tweets to a webpage # different webpages / news items being tweeted Do they culminate it all for the brand? Need to gauge the authority of each person who RT’s or shares something Cope with url shorteners All in real time!
  • 14. Signal Strength The Scale of Google’s problem Facebook # likes to a post # comments on a post # shares of a post Can they link the authority of a FB page as a brand signal? Do they count the # likes a web page gets Then do they need to gauge the power of who liked what and their influence?
  • 15. Signal Strength The Scale of Google’s problem Google + Much easier for Google!
  • 16. How can Google Trust You?  Faking social profiles is the easiest thing to do, and to Google it’s the next form of SPAM  What is a REAL user?  How can Google tell you are a REAL user?  Can humans identify fake profiles?  Does the amount of friends / followers you have mean you should be more influential?
  • 17. I DID A LITTLE TEST
  • 18. @PMiDebs - Before
  • 19. @PMiDebs – After HiveLink
  • 20. Fake Followers & Likes
  • 21. Starbucks Are these all real users, or just numbers?
  • 22. WHAT IS SOCIAL GOOD FOR
  • 23. Ways Social works  As part of your SEO strategy  Great for brand protection – taking up space in the SERPS  Cure for reputation management
  • 24. INVESTING IN SOCIAL
  • 25. Social Strategy  Time and effort pushed into Social – having someone in the office tweeting all day and sharing funny cat pictures .. How much does that increase revenue by?  Does it cover your social media person’s salary?  Does it directly increase your conversions – does it add value to your business  Can you honestly say that you increased your Facebook like and your rankings increased?
  • 26. What should it entail  Don’t have social accounts if you can’t run them well  Only have it as part of your SEO strategy  If you publish news, share the news, carefully follow people who would be interesting in your products  All about the interactions  Social profiles used for customer services – make sure you maintain your reputation  Keep your social media personnel under control
  • 27. BUT LET’S ROLL BACK
  • 28. IS MY BELOVED SEO BEING KILLED?
  • 29.  Google started directly targeting  Thin & duplicate content  High ad to content ratio  Content farms  Over optimised link profiles  Poor quality, unnatural links Affiliates were hit the hardest, whether that had a good social account or not February 23rd 2011
  • 30. THIS YEAR SO FAR
  • 31.  Been a year of clean ups, reinclusions, recoveries and rebuilds  A year of unnatural link warnings, WMT’s messages, manual penalties and disavow files  Huge amount of sites still penalised and struggling  More and more needing full clean up and strip back My beloved SEO is tougher than ever 2013
  • 32.  Ongoing Google updates  Penguin releases May & Oct 2013  Clean up, cut deep, rebuild  Social Media doesn’t protect you against this Many have seen this
  • 33. SHALL WE JUST SAY SEO IS EVOLVING (AGAIN)
  • 34. THANKS FOR LISTENING www.bronco.co.uk @bronco + @davenaylor