Social Signals and SEO
First Off... Who Am I?
 Co-author: The Art of SEO
 CEO: Stone Temple Consulting, 30+
person Digital Marketing and SEO fi...
Host of The Digital Marketing Excellence Show
Eric Enge – Fun Fact

1984 World
Foosball
Champion –
“Goalie War”
Moz Correlation Study
Searchmetrics Correlation Study
Be Careful With Correlations!
Stone Temple Consulting Study
What Does Google See on Facebook?
Can’t See Likes At All
Can See The Friends Link
How Many Friends Can Google See?
Google May Only See 20

I Have 739
Will Google Find More of Your Friends?

AimClear’s
Joe Warner

“Probably not because
the javascript that
loads more friend...
Lots of Facebook Pages Are Indexed
Public Pages Only

Spider/Crawler/Robot

Private Page
How Many
Public
Facebook
Posts Does
Google Index?
Bing Results 2010 (New York Post)
Bing Results 2011
Bing Results 2012

With a Social Sidebar
Even Bing Does Not Use Facebook Data

Social
Sidebar
On using Likes as votes the way links are used:

Bing’s
Stefan Weitz

“…what does a like mean? Some
people like the page, ...
Google Plus
Google Plus – Personalized Results
Personalization
Example
Ranks #2 When
Logged In, #12
When Logged
Out
Google Plus
Post in
SERPs
Stone Temple Consulting Study
Does Google Plus Drive Rankings?
Code for a Google Plus Share

•
•
•
•
•
•

This is why people think the links pass value
Note: Google deliberately and car...
Three Participating Sites
Two Articles Per Site
(6 Total Pages Tested)
Test Page

Baseline Page
No Inbound Links to the the Pages

First Links Appear to Have Arrived Around 9/1/13
Basic Outline of the Process
Test Pages
•
•
•
•
•

7/19: 6 Shares
7/19: Crawled
7/29: Indexed
8/4: 25+ Shares
8/28 – 9/1: ...
Unusual Disclaimer on the Shares
Log File Sequence - Discovery
1

2
Discovery ???
"best online purchases I have made“ - BV

Ranking Position

7/19/13 - 6 Shares

7/29/13
Initial Indexing
Baseline Page Low Ranking Terms - BV

Ranking Position

7/19/13 - 41 Shares
For 10 Search Terms - TNE

Ranking Position

7/19/13 - 6 Shares
7/29/13 – Initial Indexing
8/4/13 – 36 Shares
Example TNE Phrases
•
•
•
•
•
•
•
•
•
•

"It truly is a very special part"
"from childhood and as an adult"
"New England i...
The persistent denials

August 21, 2013
Hacker News

“Just trying to decide
the politest way to
debunk the idea that
more ...
Interview with Danny Sullivan
Reversal of the Denials?

October 31, 2013
The DME Show

“It was a complete
overhaul of the search
engine … they were goin...
How Google Plus Shares May Impact SEO
(non-personalized)
Thank You!
Eric Enge
eenge@stonetemple.com
@stonetemple
+Eric Enge
(508) 485-7751
www.stonetemple.com
2 Studies: Google Plus Impact on SEO, Facebook Impact on SEO
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2 Studies: Google Plus Impact on SEO, Facebook Impact on SEO

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A review of the state of social media signals and SEO. Includes the results of a study that measures Google Plus Impact on SEO (actual causation, not correlation), and a study that measures Google's efforts to index Facebook content.

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2 Studies: Google Plus Impact on SEO, Facebook Impact on SEO

  1. 1. Social Signals and SEO
  2. 2. First Off... Who Am I?  Co-author: The Art of SEO  CEO: Stone Temple Consulting, 30+ person Digital Marketing and SEO firm  Columnist:  Interviewer:
  3. 3. Host of The Digital Marketing Excellence Show
  4. 4. Eric Enge – Fun Fact 1984 World Foosball Champion – “Goalie War”
  5. 5. Moz Correlation Study
  6. 6. Searchmetrics Correlation Study
  7. 7. Be Careful With Correlations!
  8. 8. Stone Temple Consulting Study What Does Google See on Facebook?
  9. 9. Can’t See Likes At All
  10. 10. Can See The Friends Link
  11. 11. How Many Friends Can Google See?
  12. 12. Google May Only See 20 I Have 739
  13. 13. Will Google Find More of Your Friends? AimClear’s Joe Warner “Probably not because the javascript that loads more friends is dependent on scrolling the page. There is not a separate version of the page for users without javascript.”
  14. 14. Lots of Facebook Pages Are Indexed
  15. 15. Public Pages Only Spider/Crawler/Robot Private Page
  16. 16. How Many Public Facebook Posts Does Google Index?
  17. 17. Bing Results 2010 (New York Post)
  18. 18. Bing Results 2011
  19. 19. Bing Results 2012 With a Social Sidebar
  20. 20. Even Bing Does Not Use Facebook Data Social Sidebar
  21. 21. On using Likes as votes the way links are used: Bing’s Stefan Weitz “…what does a like mean? Some people like the page, some folks might like the content, some folks might just think it’s funny and likeable. As you said, the likes are a good signal, but they’re not a granular signal of what particular thing you’re actually expressing a like about.”
  22. 22. Google Plus
  23. 23. Google Plus – Personalized Results
  24. 24. Personalization Example Ranks #2 When Logged In, #12 When Logged Out
  25. 25. Google Plus Post in SERPs
  26. 26. Stone Temple Consulting Study Does Google Plus Drive Rankings?
  27. 27. Code for a Google Plus Share • • • • • • This is why people think the links pass value Note: Google deliberately and carefully architected this to pass PageRank They did so for a reason Our opinion that is that it is not treated the same as a traditional link It is probably filtered in some fashion Likely value is as a supplemental signal
  28. 28. Three Participating Sites
  29. 29. Two Articles Per Site (6 Total Pages Tested) Test Page Baseline Page
  30. 30. No Inbound Links to the the Pages First Links Appear to Have Arrived Around 9/1/13
  31. 31. Basic Outline of the Process Test Pages • • • • • 7/19: 6 Shares 7/19: Crawled 7/29: Indexed 8/4: 25+ Shares 8/28 – 9/1: 4 Authoritative Shares Baseline Pages • 7/19: 25+ Shares • 7/19: Crawled • 7/29: Indexed
  32. 32. Unusual Disclaimer on the Shares
  33. 33. Log File Sequence - Discovery 1 2
  34. 34. Discovery ???
  35. 35. "best online purchases I have made“ - BV Ranking Position 7/19/13 - 6 Shares 7/29/13 Initial Indexing
  36. 36. Baseline Page Low Ranking Terms - BV Ranking Position 7/19/13 - 41 Shares
  37. 37. For 10 Search Terms - TNE Ranking Position 7/19/13 - 6 Shares 7/29/13 – Initial Indexing 8/4/13 – 36 Shares
  38. 38. Example TNE Phrases • • • • • • • • • • "It truly is a very special part" "from childhood and as an adult" "New England is such a" "the relaxed and friendly nature" "The entire area has the BEST" "beautiful parks and gardens and museums" "from Great Barrington to Lee" "the locals with such" "a memorable weeklong" "quaint town when"
  39. 39. The persistent denials August 21, 2013 Hacker News “Just trying to decide the politest way to debunk the idea that more Google +1s lead to higher Google web rankings. Let's start with correlation != causation”
  40. 40. Interview with Danny Sullivan
  41. 41. Reversal of the Denials? October 31, 2013 The DME Show “It was a complete overhaul of the search engine … they were going to be able to handle link data differently … they could handle new social signals they could not handle before.
  42. 42. How Google Plus Shares May Impact SEO (non-personalized)
  43. 43. Thank You! Eric Enge eenge@stonetemple.com @stonetemple +Eric Enge (508) 485-7751 www.stonetemple.com
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