SMX Toronto Social Signals 040811

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

SMX Toronto Social Signals 040811

by Eric Enge

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