Social Indexing and Ranking, by Eric Enge at SMX Advanced Seattle 5/30/2013

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See the presentation that Matt Cutts debated in his SMX Advanced keynote! Impact of Google+ and Facebook on SEO. Eric is following up with Matt on the conclusions.

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Social Indexing and Ranking, by Eric Enge at SMX Advanced Seattle 5/30/2013

  1. 1. Social Indexing and Ranking
  2. 2. @stonetemple / + Eric EngeFirst Off... Who Am I? Co-author: The Art of SEO CEO: Stone Temple Consulting SEO Social Media Content Marketing Twitter: @stonetemple Google +: +Eric Enge +Stone Temple Consulting
  3. 3. @stonetemple / + Eric EngeStudy Goals1. See what methods Google uses to discovernew content2. See what “non-SEO” factors influenceranking
  4. 4. @stonetemple / + Eric EngeFactors Tested
  5. 5. Participating Sites
  6. 6. @stonetemple / + Eric EngeMethodology• 14 articles created for each site• Posted on each site• Pages fully isolated – no links• One signal generated per page• No other signals generated
  7. 7. Signals Generated in Isolation
  8. 8. @stonetemple / + Eric EngePage Performance Tracked Over Time• Searchmetrics used for tracking in many cases• Log files checked to see what pages wereaccessed• Backlinks checked as well (WMT, Majestic, OSE)• Corruptions did take place– Some pages got links– Some had Chrome visits– Corrupted pages excluded from the results
  9. 9. Google Plus Signals
  10. 10. Google Plus +1 Ranking Data Samples
  11. 11. @stonetemple / + Eric EngeAdditional Google Plus Observation• Even the presence of this code:– <script type="text/javascript"src="http://apis.google.com/js/plusone.js"></script>• Or use of the Google+ API:– https://developers.google.com/+/api/• may drive indexing!
  12. 12. Facebook Like Signals
  13. 13. Facebook Like Ranking Chart
  14. 14. Google Chrome Signal GenerationNo Searchmetrics Monitoring.No Indexing Behavior at all.
  15. 15. Google Analytics Signal GenerationNo Indexing Behavior at all.No Searchmetrics Monitoring.
  16. 16. Many Facebook signals attwo specific dates.Searchmetrics Study Results
  17. 17. Rankings increased after first waveof Facebook signalsSearchmetrics Study Results
  18. 18. Searchmetrics Study
  19. 19. Searchmetrics Study
  20. 20. Searchmetrics Study
  21. 21. Ranking Does Appear to Erode Over Time
  22. 22. Query Deserves Freshness?
  23. 23. @stonetemple / + Eric EngeSummary• Google+ drives Google indexing and rankingwithin 4 or 5 days• Facebook drives Google indexing and rankingwithin 7 to 8 days• Links often take longer!• Bing did not show indexing and rankingbehavior• Keywords were 3 words or longer in length• Did not appear to drive “Head term” rankings
  24. 24. @stonetemple / + Eric EngeUsage• Definitely powerful way to create visibility forcontent• Definitely has rankings impact– Especially long tail and chunky middle terms• Shows some time of decay over time• As an isolated signal, not “powerful enough”• BUT, a powerful supplement to a traditionalSEO strategy
  25. 25. @stonetemple / + Eric EngeThank You!• eenge@stonetemple.com• @stonetemple• +Eric Enge• +Stone Temple Consulting• (508) 485-7751• www.stonetemple.com

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