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SOCIAL SIGNALS
AND SEARCH
Benedict Hayes
Vice President Strategy
iProspect Communicate 2
“
BASIC SEO
FOLLOW GOOGLE’S MISSION
To organize the world’s information and make
it universally accessible and useful!
“
BASIC SEO
FOLLOW GOOGLE’S MISSION
We organize our information, make it
universally accessible and useful!
4
How do
Social Signals
fit in?
OF OLD
6
SEO OF OLD
WHERE HAD WE EVOLVED TO…
WHAT
CHANGED?
7
DOOMSDAY
FOR SEO
THE P-TEAM
The Internet Sheriffs
Penguin Penguin 2.0 Panda
10
DETERMINE
11
Targets:
• Low quality links / Paid links
• Irrelevance
• Over optimised anchor texts
• Automation
THE PENGUIN UPDATES
THE...
The Fix:
• Avoid links from poor
quality resources
• Avoid unnaturally high
frequencies of exact
match anchors
• Use the d...
Targets:
• Thin content
• Content farms
• Content quality
PANDA UPDATE
THE END OF BAD CONTENT
The Fix:
• Create brilliant unique
content that engages and is
above all useful
• Avoid content networks
• No content spin...
DOES SEO
HAVE A
FUTURE?
FOLLOW THE
MISSION
Architecture
Site Structure
Content
Structure
Mark-up
Sitemaps
Content
Unique
Timely
Relevance
Keywords
Credibility
Links
...
DETERMINING
USEFUL?
PageRank
Links EngagementBounce
Rate
Speed
Load
Times
Virality
Social
Signals
DETERMINING USEFUL
WHY SOCIAL?
• Google has been using social media to gauge
how useful content is for a long time
• After all you can’t beat human senti...
• Social interactions such as comments, likes,
shares, tweets, +1s are effectively endorsements
• More so reviews with int...
• SEOmoz investigations found that Google used
to use twitter and Facebook as a direct
measure of sentiment… Google denied...
The principle is simple - what could be better for
Google than an actual person endorsing
content?
…you own the person!
IN...
WELCOME TO THE WORLD OF GOOGLE+
Twitter and Facebook would not play with
Google
So Google did it alone..
INTEGRATION
• Through Google+ Google will deliver 100
times better results
• If they truly know you, your friends, what you
like, what...
• Simplistically if my friends like it surely I will
like it….
HOW DOES THIS EFFECT PERSONLISED SEARCH?
• If you do not begin to build a sentiment graph
for your content where influencers share and
like your content and link b...
THE DARK SIDE
SOCIAL SPAM
Not possible…
• Google controls
– The people
– The content
• They can see
– The intricacies of the connections
– The IPs o...
Not possible…
• Aggressive in built vetting system to detect fraud and delete
fake accounts
BLACK: SOCIAL SPAM?
FACEBOOK
Not possible…
• No followers where is the value?
BLACK: SOCIAL SPAM?
TWITTER
WHAT ARE
SOCIAL SIGNALS
36
Bookmark
Vote
Post
Re-share
CommentReview
Your social
ecosystem
37
DIRECT BENEFIT OF SOCIAL SIGNALS
BRAND VISIBILITY TRAFFIC GENERATION
CONTENT
The viral
connect of
Social Signals
is lik...
38
39
HOW THE RESULTS ARE CHANGING
THE MORE SOCIAL WE GET THE MORE THEY WILL CHANGE
Word
of
Mouth
40
HOW THE RESULTS ARE CHANGING
REVIEWS
41
CORRELATING SEARCH DATA
STUDY BY SEARCH METRICS
CLEAR
INDICATORS
OF INTENT
43
TWITTER + GOOGLE
IT STOPPED JULY 2011
44
SOCIAL SEARCH RESULTS
NO LONGER AVAILABLE BUT…
45
ALTHOUGH NOW REMOVED…
+1 METRICS IN WEBMASTER TOOLS
46
GOOGLE ANALYTICS
SOCIAL INTERACTION TRACKING
47
G+ AUTHOR INTEGRATION
CONTENT MARKETING
A need for a new approach
Homepage
Product
Page
Info Page
Contact
Page
Tell-tale signs:
• Disproportionate number
of links to a single page
• High p...
Homepage
Product
Page
Details
More info
Info Page
Contact
Page
The new approach:
• Create brilliant content
• Market that ...
• If the content that links to you has no links where
is the value?
Ask Yourself:
• Why would someone link to your linking...
5%
10%
75%
10%
Unnatural Link Footprints
Brand keywords
Brand + Exact
Exact Match
Other
LINK RATIO
AVOID HIGH VOLUMES OF E...
High intensity of links to a single page within the site with exact
anchors suggests SEO foul play
SITE LINK HEATMAP
AVOID...
IDENTIFYING GOOD LINKS
TELL-TALE SIGNS OF A GOOD LINK
• Has anyone shared it on
social media platforms
• Has anyone linked...
AUTHOR RANK
A brief overview of
AuthorRank + PageRank = Better Rankings
RANKINGS
AUTHORRANK
THE NEW PAGERANK
Avg. PR of
Content
+1s / Shares per
post
Relative
authority on
non-Google
social platforms
Aut...
GOOGLE+ INTEGRATION
Example of a fully integrated
author
LINKING UP YOUR AUTHORED
CONTENT
• If your author owns a personal site:
<a rel="author" href="http://myblog.com" />Benedict Hayes</a>
• …and a Twitter / Go...
TO CONCLUDE
• Social Signals are here to stay
• Things that can be easily contrived will fade
away
• These signals will only get stron...
THANK YOU
QUESTIONS?
Benedict Hayes
Vice President Strategy
@benboombastic
benedict.hayes@iprospectc2.com
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Transcript of "Social Signals & Search"

  1. 1. SOCIAL SIGNALS AND SEARCH Benedict Hayes Vice President Strategy iProspect Communicate 2
  2. 2. “ BASIC SEO FOLLOW GOOGLE’S MISSION To organize the world’s information and make it universally accessible and useful!
  3. 3. “ BASIC SEO FOLLOW GOOGLE’S MISSION We organize our information, make it universally accessible and useful!
  4. 4. 4 How do Social Signals fit in?
  5. 5. OF OLD
  6. 6. 6 SEO OF OLD WHERE HAD WE EVOLVED TO…
  7. 7. WHAT CHANGED? 7
  8. 8. DOOMSDAY FOR SEO
  9. 9. THE P-TEAM The Internet Sheriffs Penguin Penguin 2.0 Panda
  10. 10. 10 DETERMINE
  11. 11. 11
  12. 12. Targets: • Low quality links / Paid links • Irrelevance • Over optimised anchor texts • Automation THE PENGUIN UPDATES THE END OF SPAMMY LINKS
  13. 13. The Fix: • Avoid links from poor quality resources • Avoid unnaturally high frequencies of exact match anchors • Use the disavow tool PENGUIN UPDATE WHAT TO DO?
  14. 14. Targets: • Thin content • Content farms • Content quality PANDA UPDATE THE END OF BAD CONTENT
  15. 15. The Fix: • Create brilliant unique content that engages and is above all useful • Avoid content networks • No content spinning • Author and link your content • Manage bounce rates PANDA UPDATE WHAT TO DO? Rolling updates!
  16. 16. DOES SEO HAVE A FUTURE?
  17. 17. FOLLOW THE MISSION
  18. 18. Architecture Site Structure Content Structure Mark-up Sitemaps Content Unique Timely Relevance Keywords Credibility Links Citations Social Signals AuthorRank Engagement Time on-site Conversion optmisation Bounce rates Speed WHICH IN PRACTICE… Organize InformationUniversally Accessible Useful ORGANISE, INFORMATION, ACCESSIBILITY, USEFUL
  19. 19. DETERMINING USEFUL?
  20. 20. PageRank Links EngagementBounce Rate Speed Load Times Virality Social Signals DETERMINING USEFUL
  21. 21. WHY SOCIAL?
  22. 22. • Google has been using social media to gauge how useful content is for a long time • After all you can’t beat human sentiment to understand if something is good or bad • Social Signals give you this SOCIAL MEDIA
  23. 23. • Social interactions such as comments, likes, shares, tweets, +1s are effectively endorsements • More so reviews with integrated microdata these are extremely good for giving weight and value to content • After all these are real endorsements of content as opposed to your easily manipulated or contrived links SOCIAL MEDIA
  24. 24. • SEOmoz investigations found that Google used to use twitter and Facebook as a direct measure of sentiment… Google denied… • It was true there was a time you could use twitter to generate instant results in Google… but not anymore  TWITTER
  25. 25. The principle is simple - what could be better for Google than an actual person endorsing content? …you own the person! INTEGRATION OF SOCIAL
  26. 26. WELCOME TO THE WORLD OF GOOGLE+
  27. 27. Twitter and Facebook would not play with Google So Google did it alone.. INTEGRATION
  28. 28. • Through Google+ Google will deliver 100 times better results • If they truly know you, your friends, what you like, what you don’t like, they can advertise and personalise information for you and only… YOU! GOOGLE+
  29. 29. • Simplistically if my friends like it surely I will like it…. HOW DOES THIS EFFECT PERSONLISED SEARCH?
  30. 30. • If you do not begin to build a sentiment graph for your content where influencers share and like your content and link back to you, you will not be the most useful popular guy in town someone else will HOW DOES THIS EFFECT SEO?
  31. 31. THE DARK SIDE SOCIAL SPAM
  32. 32. Not possible… • Google controls – The people – The content • They can see – The intricacies of the connections – The IPs of the users the types and places of the +1s, the frequency and from where BLACK: SOCIAL SPAM? GOOGLE+
  33. 33. Not possible… • Aggressive in built vetting system to detect fraud and delete fake accounts BLACK: SOCIAL SPAM? FACEBOOK
  34. 34. Not possible… • No followers where is the value? BLACK: SOCIAL SPAM? TWITTER
  35. 35. WHAT ARE SOCIAL SIGNALS
  36. 36. 36 Bookmark Vote Post Re-share CommentReview Your social ecosystem
  37. 37. 37 DIRECT BENEFIT OF SOCIAL SIGNALS BRAND VISIBILITY TRAFFIC GENERATION CONTENT The viral connect of Social Signals is like a sounding beacon of content quality…
  38. 38. 38
  39. 39. 39 HOW THE RESULTS ARE CHANGING THE MORE SOCIAL WE GET THE MORE THEY WILL CHANGE Word of Mouth
  40. 40. 40 HOW THE RESULTS ARE CHANGING REVIEWS
  41. 41. 41 CORRELATING SEARCH DATA STUDY BY SEARCH METRICS
  42. 42. CLEAR INDICATORS OF INTENT
  43. 43. 43 TWITTER + GOOGLE IT STOPPED JULY 2011
  44. 44. 44 SOCIAL SEARCH RESULTS NO LONGER AVAILABLE BUT…
  45. 45. 45 ALTHOUGH NOW REMOVED… +1 METRICS IN WEBMASTER TOOLS
  46. 46. 46 GOOGLE ANALYTICS SOCIAL INTERACTION TRACKING
  47. 47. 47 G+ AUTHOR INTEGRATION
  48. 48. CONTENT MARKETING A need for a new approach
  49. 49. Homepage Product Page Info Page Contact Page Tell-tale signs: • Disproportionate number of links to a single page • High proportion exact match anchors • Large number of links with no links to the link • Poor quality resources linking SEO OF OLD BUILD AS MANY LINKS AS POSSIBLE TO DESIRED RANKING PAGE Penguin and Panda are gonna get yah!
  50. 50. Homepage Product Page Details More info Info Page Contact Page The new approach: • Create brilliant content • Market that content • Vary the link footprint • Link to all parts of the site • Only link links that are useful to the user i.e. relevant • Socialize your linking content and your pages • Use all forms of content to link SEO TODAY CREATE QUALITY CONTENT THAT IS USEFUL AND LINK FROM IT.
  51. 51. • If the content that links to you has no links where is the value? Ask Yourself: • Why would someone link to your linking content? Because the content is good! LINKS TO LINKS THE NEED FOR CONTENT MARKETING
  52. 52. 5% 10% 75% 10% Unnatural Link Footprints Brand keywords Brand + Exact Exact Match Other LINK RATIO AVOID HIGH VOLUMES OF EXACT MATCH ANCHOR TEXTS 50% 15% 10% 25% Natural Link Footprints Use internal link architecture and anchors to pass context rather than external anchors
  53. 53. High intensity of links to a single page within the site with exact anchors suggests SEO foul play SITE LINK HEATMAP AVOID HEAVY CLUSTERS OF LINKS TO SINGLE PAGES OF THE SITE Homepage Product Page
  54. 54. IDENTIFYING GOOD LINKS TELL-TALE SIGNS OF A GOOD LINK • Has anyone shared it on social media platforms • Has anyone linked to it • Does the link carry PageRank • As there been any social interactions / comments • Has Google cached the page? • Does the content rank for it’s title in the SERPs?
  55. 55. AUTHOR RANK A brief overview of
  56. 56. AuthorRank + PageRank = Better Rankings RANKINGS
  57. 57. AUTHORRANK THE NEW PAGERANK Avg. PR of Content +1s / Shares per post Relative authority on non-Google social platforms Authority of publishing site Posting frequency # of circlers Outside authority indicators Google+ engagement level
  58. 58. GOOGLE+ INTEGRATION Example of a fully integrated author
  59. 59. LINKING UP YOUR AUTHORED CONTENT
  60. 60. • If your author owns a personal site: <a rel="author" href="http://myblog.com" />Benedict Hayes</a> • …and a Twitter / Google+ handle <a rel="me" href="http://twitter.com/authorname" />Twitter</a> <a rel="me" href="http://plus.google.com/109412257237874861202" />Google+</a> • No personal site just Google+ In page markup: <a rel="author" href="http://plus.google.com/109412257237874861202" />Benedict Hayes</a> Head Tag: <link rel="author" href="http://plus.google.com/109412257237874861202" /> Or <link rel="publisher" href="http://plus.google.com/109412257237874861202" /> LINK REL="ME" / "AUTHOR" CORRELATING CONTENT
  61. 61. TO CONCLUDE
  62. 62. • Social Signals are here to stay • Things that can be easily contrived will fade away • These signals will only get stronger • Brands that do not embrace sharing of content will suffer in the long term 62 CONCLUSION
  63. 63. THANK YOU QUESTIONS? Benedict Hayes Vice President Strategy @benboombastic benedict.hayes@iprospectc2.com
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