SMX Toronto Social Signals 040811


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

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SMX Toronto Social Signals 040811

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