How Does Social Media Impact Seo Ian Hendry


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How Does Social Media Impact Seo Ian Hendry

  1. 1. How does Social Media impact SEO Ian Hendry Founder & CEO
  2. 2. What we’ll cover in 30 minutes… <ul><li>What is the Social Web and why is it important </li></ul><ul><li>How the Web for finding businesses has evolved </li></ul><ul><li>Why people are asking on social networks rather than finding on search engines </li></ul><ul><li>Listening for needs rather than pushing messages </li></ul><ul><li>The Worst Crime: Using social media to drive website traffic </li></ul><ul><li>How search engines reference social media and how to benefit </li></ul><ul><li>Facebook and Twitter for search, Google for social </li></ul>
  3. 3. What is the Social Web? <ul><li>The Social Web, Social Media, Social Networks, Web 2.0… </li></ul><ul><li>A Web of connected people, not just connected computers </li></ul><ul><li>Web sites and services with user generated content; participative; collaborative </li></ul><ul><li>Includes social networks, communication networks, life-streaming, micro-blogging, blogs, forums, bookmarking, Location Based Services and more </li></ul><ul><li>Used both socially and in business </li></ul><ul><li>Separate today but will be tightly integrated with websites, applications and other services in the future </li></ul>
  4. 4. Why is it important? <ul><li>“ It’s the way of the future!” </li></ul><ul><li>More time now spent on Facebook than ALL Google websites put together (Search, Mail, YouTube, Docs…) </li></ul><ul><li>Facebook has > 500 million users </li></ul><ul><li>Twitter has > 185 million accounts (80m Tweets daily!) </li></ul><ul><li>LinkedIn has > 80 million users </li></ul><ul><li>Regardless of what we’ll be using, it isn’t going away </li></ul><ul><li>Increasingly used to find suppliers as people ask their network for recommendations </li></ul><ul><li>Don’t believe habits can change…? </li></ul>
  5. 5. The Web for finding businesses (I) <ul><li>Before the Web: </li></ul><ul><li>Customer need goes largely unheard </li></ul><ul><li>Look in Yellow Pages, advertising, reportage for providers </li></ul><ul><li>Ask contacts for recommendations </li></ul>
  6. 6. The Web for finding businesses (II) <ul><li>Since the Web became mainstream: </li></ul><ul><li>Customer need no longer goes largely unheard -- now entered into search engines </li></ul><ul><li>Look in Yellow Pages, advertising, reportage for providers -- now Google and its sources </li></ul><ul><li>Ask contacts for recommendations -- via email/IM, maybe bulletin boards </li></ul>
  7. 7. The Web for finding businesses (III) <ul><li>Now the Social Web is becoming mainstream: </li></ul><ul><li>Customer need rarely goes largely unheard -- now posted as status updates (the customer is now broadcasting) </li></ul><ul><li>Look in Yellow Pages, advertising, reportage for providers -- now Google and its sources, plus blogs, review sites </li></ul><ul><li>Ask contacts for recommendations -- crowd sourcing on the Social Web (WeCanDo.Biz, Twitter, LinkedIn, Quora, Facebook etc.) </li></ul><ul><li>“ We need to fish where the fish are” </li></ul>
  8. 8. Why people are asking on the Social Web (I)
  9. 9. Why people are asking on the Social Web (II)
  10. 10. Why people are asking on the Social Web…
  11. 11. Listening for leads
  12. 12. Search vs The Social Web as a leads source <ul><li>Average CPC on Google Adwords is 70 pence </li></ul><ul><li>ONLY takes someone to your website </li></ul><ul><li>Conversion of visitors to enquiries: av. 2%? </li></ul><ul><li>For 98% no name, no contact details, no ongoing dialogue </li></ul><ul><li>Facebook now most visited property on the Web (source: July 2010) </li></ul><ul><li>Cheaper, more focused CPC than Google </li></ul><ul><li>80 million Tweets a day, free to access </li></ul><ul><li>Straight into conversation with customers </li></ul><ul><li>You know who they are and have a method of contact </li></ul>
  13. 13. Why is it important? <ul><li>Customers using it to… </li></ul><ul><ul><li>Source information on markets, technologies and suppliers </li></ul></ul><ul><ul><li>Ask for recommendations </li></ul></ul><ul><ul><li>Vent their frustrations </li></ul></ul><ul><ul><li>Share thoughts and ideas </li></ul></ul><ul><li>Influencers using it to research and share </li></ul><ul><li>Businesses, products and services being discussed </li></ul><ul><li>Companies can choose to be part of it or watch their competitors benefit </li></ul>
  14. 14. The Worst Crime: Using social media to drive website traffic <ul><li>Social networks: </li></ul><ul><ul><li>Conversational </li></ul></ul><ul><ul><li>Ask questions, get information </li></ul></ul><ul><ul><li>Taylor your offering to meet their specific need </li></ul></ul><ul><ul><li>Personal </li></ul></ul><ul><li>Websites: </li></ul><ul><ul><li>Little to encourage dialogue, lots to encourage none! </li></ul></ul><ul><ul><li>Make assumptions about what they want, why they’re there </li></ul></ul><ul><ul><li>Offer specific packages they decide are right for them or not </li></ul></ul><ul><ul><li>Impersonal </li></ul></ul><ul><ul><li>May change as websites add social elements </li></ul></ul>
  15. 15. How search engines reference social media and how to benefit <ul><li>Google sees value in Social Web content </li></ul><ul><li>Algorithms can only achieve so much in determining relevance </li></ul><ul><li>Social content rated highly because current, user generated, relevant, hard to cheat </li></ul><ul><li>Users prefer social content so Google pushes it up </li></ul><ul><li>Liked… </li></ul><ul><ul><li>Review sites (Google, Qype) </li></ul></ul><ul><ul><li>Social profiles (LinkedIn, WeCanDo.Biz) </li></ul></ul><ul><ul><li>Twitter content streaming (Tweets, Retweets) </li></ul></ul>
  16. 16. Facebook and Twitter for search <ul><li>Facebook </li></ul><ul><ul><li>Search 500 million plus personal profiles </li></ul></ul><ul><ul><li>Millions of Pages, including those for businesses </li></ul></ul><ul><ul><li>Ordered by most relevant to you through what they know of your contacts, likes, profile data </li></ul></ul><ul><ul><li>Facebook Places, Deals </li></ul></ul><ul><ul><li>Only get access to stuff you are permitted to see </li></ul></ul><ul><ul><li>Other content provided by Bing (highest ranking web results) </li></ul></ul><ul><li>Twitter </li></ul><ul><ul><li>Search of 80 millions Tweets a day, goes back a week or so </li></ul></ul><ul><ul><li> offers advanced search, but no web search </li></ul></ul><ul><ul><li>Google probably a better Twitter search experience (“Latest”) </li></ul></ul>
  17. 17. Google for social <ul><li>Google has done “social” for ages (YouTube, Orkut, Lattitude) – none with great success </li></ul><ul><li>Twitter rival Buzz poorly conceived, imploded on launch </li></ul><ul><li>“ GoogleMe” rumoured but denied </li></ul><ul><li>Social browser add-ons to Gmail such as rapportive </li></ul><ul><li>Understands the importance of social and is building into existing offerings </li></ul><ul><li>Search effectively crawls the Social Web, but the problem is search isn’t getting the time social networks are </li></ul>
  18. 18. Seven things to do next <ul><li>Get on Twitter! </li></ul><ul><li>Tweet website updates via RSS using Hootsuite </li></ul><ul><li>Tweetdeck with company, product, name, market searches </li></ul><ul><li>Set up LinkedIn Company, Product pages </li></ul><ul><li>Facebook Page </li></ul><ul><li>Google Alerts </li></ul><ul><li>WeCanDo.Biz profile, Twitter Sales Leads </li></ul>
  19. 19. Your profile on the Social Web
  20. 20. Seven rules of what NOT to do next <ul><li>Don’t see search as the only way onto the Web </li></ul><ul><li>Don’t wait to see if the Social Web takes off first </li></ul><ul><li>Don’t broadcast more than you listen </li></ul><ul><li>Don’t treat customers less seriously because they’ve chosen the Social Web to contact you </li></ul><ul><li>Don’t waste time where your customers don’t want to engage with you </li></ul><ul><li>Don’t excessively self promote </li></ul><ul><li>Don’t just send interested customers to your website </li></ul>
  21. 21. Questions? <ul><li> </li></ul><ul><li> </li></ul><ul><li>TheIanHendry / wecandobiz </li></ul>
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