SMX Toronto Social Signals 040811
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SMX Toronto Social Signals 040811

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My thoughts on social signals in search back in April of 2011

My thoughts on social signals in search back in April of 2011

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SMX Toronto Social Signals 040811 SMX Toronto Social Signals 040811 Presentation Transcript

  • Social Engagement Signals In Search
  • Who Am I?
    • Co-author of The Art of SEO
    • President of Stone Temple Consulting
      • 20+ person SEO and PPC firm
    • Trainer for Instant E-Training
    • Founder of Web Site Publishing Companies
      • Publish web sites, grow them, then sell them
      • 2 significant exits so far
    • On Twitter: @stonetemple
  • Uh Oh … Source: Social Signal
  • How Ranking Used to Work 24% Trust/Authority of Domain 22% Link Popularity of Page 20% InBound Anchor Text 15% Keyword Usage 7% Traffic / Click-Through Data 6% Social Graph Metrics 5% Registration / Hosting Data Source SEOmoz Ranking Factors Survey
  • What it Might Look Like Now 21% 19% 11% 18% 7% 20% 4% 21% Trust/Authority of Domain 19% Link Popularity of Page 18% InBound Anchor Text 11% Keyword Usage 7% Traffic / Click-Through Data 20% Engagement Metrics 4% Registration / Hosting Data Source: ME
  • Social Behavior
  • Facebook Authority & Links
  • Friend Likes in Bing Results
  • Sharing of Content
  • Article Likes / Tweets
  • Subscribers/Followers/Fans
    • NoFollowed, but still act like links
    • Author authority matters
  • Twitter Authority
    • Number of relevant followers
    • CTR of links you share by relevant follower
    • Ratio of followers to followed
    • Retweets by relevant followers
    • Your “type” according to Klout (celebrity thought leader, explorer, etc)
    • And possibly the age of your account
    Source: johnfdoherty.com
  • Follower/Following
  • Klout Score
  • The New Kid on the Block!
  • Will Provide a Huge Volume of Data
  • Tools for Measuring Engagement
  • 66 to 67% market share in the US
  • Search Results Interaction
  •  
  •  
  • Bounce Rate
    • Google Analytics
      • Did the user view only one page?
    • Google Toolbar
      • One page? How long on page?
    • Search Results Interaction
      • Time between click through to back to results
  • Time on Site
    • Hard to measure with Analytics
      • Measures time from 1 st page view to start of last page view
    • Easier to measure with Google Toolbar
      • Can see when they go to another site
  • Pages Per Visit
    • Easy to measure in analytics
    • Easy to measure with the Google Toolbar
  •  
  • Toolbar Sees All!
    • Everywhere you surf!
    • Bounce rate
    • Time on site
    • Page views per visitor
    • Repeat visitors
    • Where users go when they leave your site
  • Chrome Blocklist Extension
  • A Direct Thumbs Down!
  • Site Previews
  • Use of Site Preview
    • Users sees a snapshot of your site
    • What if they get a preview but don’t click?
  • Google Reader (56%)
  • Walled Garden – No Problem!
  • Android Source: comScore via Gigaom
  • AdSense
    • CTR on AdSense ads is another signal
    • Low CTRs is an indicator of a spammy page
    • Another indicator: As Bounce rates
      • http://www.bayardo.org/ps/kdd2009.pdf
  • Thank You!
    • Eric Enge
    • [email_address]
    • @stonetemple
    • (508) 485-7751
    • www.stonetemple.com
    • For a One Sheet SEO Checklist, email me, or drop off a business card