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Using Social Media to Achieve SEO Success:
How to leverage the opportunities in social media for
higher rankings in organi...
A New World
Social is Directly Tied
to Search Results
Google+’s Network Domination
90mm+ Google Users See Personalized SERPs
Google+ Suggested Users

The “people and pages” results appear to come from participation on G+, high circle counts,
consi...
Google+ in Logged-Out Results

Both “people and pages” and +1 counts show for logged-out users.
Google+ Influences Crawling

Google’s New
“Submit URL” Box
Tweeted URLs Earn Direct Links

Google says they don’t directly count tweets in rankings, but a popular tweet containing a...
Facebook Shares in Bing, Too

Through Bing’s partnership/integration with Facebook, results are massively personalized for...
Google’s DEEP Social Network

Whoa. Google really does

know everything about you
(and your friends).

http://www.google.c...
Second-Order Effects
Social Activity Leads to
Search Rankings
Social Drives Awareness & Branding

Keith Urban’s tweet informed 200 million people prior to President Obama’s speech:
htt...
Social Drives Queries

Just after the social boom from DSC, the queries for their brand went “meteoric” in Google Trends
Queries Influence Rankings

http://www.seomoz.org/blog/whoa-can-query-volume-directly-influence-rankings
Social Yields Press

via http://stateofthemedia.org/2012/mobile-devices-and-news-consumption-some-good-signs-forjournalism...
Social Yields Links

Via http://www.opensiteexplorer.org/pages?site=www.seomoz.org%2Fblog
A Unified Strategy
For Search + Social
Dominance
Create ShareWorthy Content
Create ShareWorthy Content
Share Socially
Create ShareWorthy Content
Share Socially

Earn the Social
Rankings Boost
Create ShareWorthy Content
Share Socially

Earn the Social
Rankings Boost
Get Natural Links
from Content’s
Visibility & Va...
Create ShareWorthy Content
Share Socially

Earn the Social
Rankings Boost

Earn More Social
Followers

Get Natural Links
f...
Create ShareWorthy Content
Share Socially

Earn the Social
Rankings Boost

Amplify Network
Reach
Earn More Social
Follower...
Create ShareWorthy Content
More Searchers
Biased to Seeing
Your Stuff

Amplify Network
Reach
Earn More Social
Followers

S...
Create ShareWorthy Content
More Searchers
Biased to Seeing
Your Stuff

Share Socially

Win the
Internet

Amplify Network
R...
Let’s Watch It Happen
With a Real Example
Start with Great Content

http://www.dollarshaveclub.com/
Add a Little PR Outreach

http://techcrunch.com/2012/03/06/dollar-shave-club/
Spread Across Social Networks

http://www.facebook.com/DollarShaveClub
Spread Across Social Networks

https://twitter.com/#!/dollarshaveclub
Spread Across Social Networks

http://www.youtube.com/watch?v=ZUG9qYTJMsI
Dominate Personalized Search

https://www.google.com/search?q=shave (while logged in to my account)
Earn Links Like Crazy

The links are too new to show in link tools like OSE/Majestic, but they likely have 10K+ links from...
Win the Internet

Via http://sigforum.com/eve/forums/a/tpc/f/320601935/m/2220052382
A Great Case Study for SEO

If DSC had integrated SEO into their viral and social marketing plan, they likely could have e...
Tactics that Work
In a Search + Social
World
Google+
Tactics
Google+ Circles

Google’s “extended circles” mean you influence not only your followers, but their followers, too.
FindPeopleonPlus + Targeted Outreach

http://findpeopleonplus.com – great tool for G+ discovery
Requesting Feedback/Shares by Name

Because a +Name becomes a notification, using them signals G+ users and often results ...
Study Ripples to Target Viral Users

I shared this; it got lots
of re-shares 

By viewing ripples like this one, you can ...
G+ Also Uses Gmail… Email = Network

Anyone with a Gmail account is automatically included in personalized sharing
Twitter & Facebook
Tactics
Best Way to Grow Your Network: Share Links

http://danzarrella.com/infographic-5-scientifically-proven-ways-to-get-more-re...
Drive More Social Activity w/ Proper Timing

Via http://www.tweriod.com (I know, terrible name, but cool service)
Gamification + Profiles/UGC = WIN

SEOmoz’s gamified profiles created a 100% boost in profile completion (and thousands mo...
Content
Tactics
Good = Not Good Enough

http://www.seomoz.org/blog/great-content-for-seo-simpler-than-you-ever-imagined
Visuals > Pure Text Content

Just by putting text statistics into visual content, you can earn massive sharing potential
Positive Mentions of Influencers

Via http://www.urbanspoon.com/blogs/52/London.html
Integrated
Tactics
Social Channels to Build Search Demand

In this case, I drove searches directly using a link, but it’s also very possible
Rel Author + Author Authority

Great how-to here: http://www.blindfiveyearold.com/how-to-implement-rel-author
Rich Snippets through Hosted Video Content

Great tutorial: http://www.distilled.net/blog/video/getting-video-results-in-g...
Your
Analytics
Will Lie
to You.
(unless you’re using
multi-touch attribution)

R
Multi-Channel
Attribution is
Critical
R

http://www.seomoz.org/blog/tracking-the-roi-of-social-media
Visualizing Visits Through Various Channels

http://www.seomoz.org/blog/why-the-inbound-marketing-funnel-is-essential-whit...
Integrated
Inbound Marketing
Is the Future
News/Media/PR

SEO

Blogs + Blogging

Email
Research/White Papers
Infographics

Comment Marketing

Social Networks

Online...
Rand Fishkin | CEO

@randfish
www.seomoz.org/blog
rand@seomoz.org

http://bit.ly/mozsocialseo2012
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Social Media to Achieve SEO Success - EBriks Infotech

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Transcript of "Social Media to Achieve SEO Success - EBriks Infotech"

  1. 1. Using Social Media to Achieve SEO Success: How to leverage the opportunities in social media for higher rankings in organic search results
  2. 2. A New World Social is Directly Tied to Search Results
  3. 3. Google+’s Network Domination
  4. 4. 90mm+ Google Users See Personalized SERPs
  5. 5. Google+ Suggested Users The “people and pages” results appear to come from participation on G+, high circle counts, consistent contributions and brand signals
  6. 6. Google+ in Logged-Out Results Both “people and pages” and +1 counts show for logged-out users.
  7. 7. Google+ Influences Crawling Google’s New “Submit URL” Box
  8. 8. Tweeted URLs Earn Direct Links Google says they don’t directly count tweets in rankings, but a popular tweet containing a link earns a lot of re-publishing across the web Google does crawl, index and count.
  9. 9. Facebook Shares in Bing, Too Through Bing’s partnership/integration with Facebook, results are massively personalized for any logged-in Facebook user (all 900 million of them)
  10. 10. Google’s DEEP Social Network Whoa. Google really does know everything about you (and your friends). http://www.google.com/s2/u/0/search/social - the hardest-to-find page in Google
  11. 11. Second-Order Effects Social Activity Leads to Search Rankings
  12. 12. Social Drives Awareness & Branding Keith Urban’s tweet informed 200 million people prior to President Obama’s speech: http://blog.socialflow.com/post/5246404319/breaking-bin-laden-visualizing-the-power-of-a-single
  13. 13. Social Drives Queries Just after the social boom from DSC, the queries for their brand went “meteoric” in Google Trends
  14. 14. Queries Influence Rankings http://www.seomoz.org/blog/whoa-can-query-volume-directly-influence-rankings
  15. 15. Social Yields Press via http://stateofthemedia.org/2012/mobile-devices-and-news-consumption-some-good-signs-forjournalism/what-facebook-and-twitter-mean-for-news/?src=prc-section
  16. 16. Social Yields Links Via http://www.opensiteexplorer.org/pages?site=www.seomoz.org%2Fblog
  17. 17. A Unified Strategy For Search + Social Dominance
  18. 18. Create ShareWorthy Content
  19. 19. Create ShareWorthy Content Share Socially
  20. 20. Create ShareWorthy Content Share Socially Earn the Social Rankings Boost
  21. 21. Create ShareWorthy Content Share Socially Earn the Social Rankings Boost Get Natural Links from Content’s Visibility & Value
  22. 22. Create ShareWorthy Content Share Socially Earn the Social Rankings Boost Earn More Social Followers Get Natural Links from Content’s Visibility & Value
  23. 23. Create ShareWorthy Content Share Socially Earn the Social Rankings Boost Amplify Network Reach Earn More Social Followers Get Natural Links from Content’s Visibility & Value
  24. 24. Create ShareWorthy Content More Searchers Biased to Seeing Your Stuff Amplify Network Reach Earn More Social Followers Share Socially Earn the Social Rankings Boost Get Natural Links from Content’s Visibility & Value
  25. 25. Create ShareWorthy Content More Searchers Biased to Seeing Your Stuff Share Socially Win the Internet Amplify Network Reach Earn More Social Followers Earn the Social Rankings Boost Get Natural Links from Content’s Visibility & Value
  26. 26. Let’s Watch It Happen With a Real Example
  27. 27. Start with Great Content http://www.dollarshaveclub.com/
  28. 28. Add a Little PR Outreach http://techcrunch.com/2012/03/06/dollar-shave-club/
  29. 29. Spread Across Social Networks http://www.facebook.com/DollarShaveClub
  30. 30. Spread Across Social Networks https://twitter.com/#!/dollarshaveclub
  31. 31. Spread Across Social Networks http://www.youtube.com/watch?v=ZUG9qYTJMsI
  32. 32. Dominate Personalized Search https://www.google.com/search?q=shave (while logged in to my account)
  33. 33. Earn Links Like Crazy The links are too new to show in link tools like OSE/Majestic, but they likely have 10K+ links from high authority domains in just a few days.
  34. 34. Win the Internet Via http://sigforum.com/eve/forums/a/tpc/f/320601935/m/2220052382
  35. 35. A Great Case Study for SEO If DSC had integrated SEO into their viral and social marketing plan, they likely could have earned rankings across search terms that would continue to send them traffic long after the launch.
  36. 36. Tactics that Work In a Search + Social World
  37. 37. Google+ Tactics
  38. 38. Google+ Circles Google’s “extended circles” mean you influence not only your followers, but their followers, too.
  39. 39. FindPeopleonPlus + Targeted Outreach http://findpeopleonplus.com – great tool for G+ discovery
  40. 40. Requesting Feedback/Shares by Name Because a +Name becomes a notification, using them signals G+ users and often results in a follow
  41. 41. Study Ripples to Target Viral Users I shared this; it got lots of re-shares  By viewing ripples like this one, you can see which influencers resulted in large amounts of shares. Hot on G+ is a great way to study this: https://plus.google.com/u/1/hot
  42. 42. G+ Also Uses Gmail… Email = Network Anyone with a Gmail account is automatically included in personalized sharing
  43. 43. Twitter & Facebook Tactics
  44. 44. Best Way to Grow Your Network: Share Links http://danzarrella.com/infographic-5-scientifically-proven-ways-to-get-more-retweets.html
  45. 45. Drive More Social Activity w/ Proper Timing Via http://www.tweriod.com (I know, terrible name, but cool service)
  46. 46. Gamification + Profiles/UGC = WIN SEOmoz’s gamified profiles created a 100% boost in profile completion (and thousands more links from members’ sites. Via http://www.seomoz.org/users/profile/
  47. 47. Content Tactics
  48. 48. Good = Not Good Enough http://www.seomoz.org/blog/great-content-for-seo-simpler-than-you-ever-imagined
  49. 49. Visuals > Pure Text Content Just by putting text statistics into visual content, you can earn massive sharing potential
  50. 50. Positive Mentions of Influencers Via http://www.urbanspoon.com/blogs/52/London.html
  51. 51. Integrated Tactics
  52. 52. Social Channels to Build Search Demand In this case, I drove searches directly using a link, but it’s also very possible
  53. 53. Rel Author + Author Authority Great how-to here: http://www.blindfiveyearold.com/how-to-implement-rel-author
  54. 54. Rich Snippets through Hosted Video Content Great tutorial: http://www.distilled.net/blog/video/getting-video-results-in-google/
  55. 55. Your Analytics Will Lie to You. (unless you’re using multi-touch attribution) R
  56. 56. Multi-Channel Attribution is Critical R http://www.seomoz.org/blog/tracking-the-roi-of-social-media
  57. 57. Visualizing Visits Through Various Channels http://www.seomoz.org/blog/why-the-inbound-marketing-funnel-is-essential-whiteboard-friday
  58. 58. Integrated Inbound Marketing Is the Future
  59. 59. News/Media/PR SEO Blogs + Blogging Email Research/White Papers Infographics Comment Marketing Social Networks Online Video Forums COMBINE TO WIN Local Portals (focus on just one, and you miss out) Webinars Social Bookmarking Word of Mouth Direct/Referring Links Podcasting Type-In Traffic Q+A Sites
  60. 60. Rand Fishkin | CEO @randfish www.seomoz.org/blog rand@seomoz.org http://bit.ly/mozsocialseo2012
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