Why is content strategy crucial for social search? Chris Boggs, Rosetta

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Chris Boggs @boggles from Rosetta and president of SEMPO - Presentation from Search Engine Strategies London 2012 on 'Why content strategy is crucial to social search'

Chris Boggs @boggles from Rosetta and president of SEMPO - Presentation from Search Engine Strategies London 2012 on 'Why content strategy is crucial to social search'

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  • 1. London | 20–24 Feb, 2012 | #seslondonContent + Social Search Chris Boggs @Boggles
  • 2. London | 20–24 Feb, 2012 | #seslondon About MeChris Boggs• President of SEMPO, a non-profit searchmarketing association• Thought Leadership Director – Rosetta(part of Publicis)• Married father of two, with roots inBelgium and USA•“Cut my teeth” in health insurance space inearly 2000’s• Expert speaker and writer on the subjectof Search Marketing
  • 3. London | 20–24 Feb, 2012 | #seslondon Agenda• MEET THE PLAYERS• GOOGLE AND UGC/SOCIAL NETWORKS• CONTENT IN THE SERPS @boggles
  • 4. London | 20–24 Feb, 2012 | #seslondonMeet the Players @boggles
  • 5. London | 20–24 Feb, 2012 | #seslondon Google’s “10 Things”1. Focus on the user and all else will follow.2. It’s best to do one thing really, really well.3. Fast is better than slow.4. Democracy on the Web works.5. You don’t need to be at your desk to need an answer.6. You can make money without doing evil.7. There’s always more information out there.8. The need for information crosses all borders.9. You can be serious without a suit.10.Great just isn’t good enough.http://www.google.com/about/corporate/company/tenthings.html @boggles
  • 6. London | 20–24 Feb, 2012 | #seslondonGoogle + User Signals History @boggles
  • 7. London | 20–24 Feb, 2012 | #seslondonThe Need for Speed
  • 8. London | 20–24 Feb, 2012 | #seslondonSocial Content is Fresh
  • 9. London | 20–24 Feb, 2012 | #seslondonFacebook Gone?
  • 10. London | 20–24 Feb, 2012 | #seslondon Avinash Said It!@LOUISVENTER VIA @boggles
  • 11. London | 20–24 Feb, 2012 | #seslondonWorking in the UK?
  • 12. London | 20–24 Feb, 2012 | #seslondonWorking in the UK?
  • 13. London | 20–24 Feb, 2012 | #seslondonTrying Even Harder
  • 14. London | 20–24 Feb, 2012 | #seslondonIntent Comprehension?
  • 15. London | 20–24 Feb, 2012 | #seslondon Recap Google and Bing are trying hard to incorporate user signals to improve their results sets Social Media fills the space once dominated by News (sorry Greg – News still works!) UK is behind US in terms of introduction of Google Plus and other Social Media content into SERPs (based on a limited review) Build Social Media presence and relevancy now! @boggles
  • 16. Accelerator | San Diego | Feb 9, 2012 | #SESAcc Thanks!Chris.boggs@rosetta.com @boggles @boggles