Social Signals & Search
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Social Signals & Search

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by Benedict Hayes

by Benedict Hayes

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Social Signals & Search Presentation Transcript

  • 1. SOCIAL SIGNALS AND SEARCH Benedict Hayes Vice President Strategy iProspect Communicate 2
  • 2. “ BASIC SEO FOLLOW GOOGLE’S MISSION To organize the world’s information and make it universally accessible and useful!
  • 3. “ BASIC SEO FOLLOW GOOGLE’S MISSION We organize our information, make it universally accessible and useful!
  • 4. 4 How do Social Signals fit in?
  • 5. OF OLD
  • 6. 6 SEO OF OLD WHERE HAD WE EVOLVED TO…
  • 7. WHAT CHANGED? 7
  • 8. DOOMSDAY FOR SEO
  • 9. THE P-TEAM The Internet Sheriffs Penguin Penguin 2.0 Panda
  • 10. 10 DETERMINE
  • 11. 11
  • 12. Targets: • Low quality links / Paid links • Irrelevance • Over optimised anchor texts • Automation THE PENGUIN UPDATES THE END OF SPAMMY LINKS
  • 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. Targets: • Thin content • Content farms • Content quality PANDA UPDATE THE END OF BAD CONTENT
  • 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. DOES SEO HAVE A FUTURE?
  • 17. FOLLOW THE MISSION
  • 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. DETERMINING USEFUL?
  • 20. PageRank Links EngagementBounce Rate Speed Load Times Virality Social Signals DETERMINING USEFUL
  • 21. WHY SOCIAL?
  • 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. • 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. • 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. The principle is simple - what could be better for Google than an actual person endorsing content? …you own the person! INTEGRATION OF SOCIAL
  • 26. WELCOME TO THE WORLD OF GOOGLE+
  • 27. Twitter and Facebook would not play with Google So Google did it alone.. INTEGRATION
  • 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. • Simplistically if my friends like it surely I will like it…. HOW DOES THIS EFFECT PERSONLISED SEARCH?
  • 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. THE DARK SIDE SOCIAL SPAM
  • 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. Not possible… • Aggressive in built vetting system to detect fraud and delete fake accounts BLACK: SOCIAL SPAM? FACEBOOK
  • 34. Not possible… • No followers where is the value? BLACK: SOCIAL SPAM? TWITTER
  • 35. WHAT ARE SOCIAL SIGNALS
  • 36. 36 Bookmark Vote Post Re-share CommentReview Your social ecosystem
  • 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
  • 39. 39 HOW THE RESULTS ARE CHANGING THE MORE SOCIAL WE GET THE MORE THEY WILL CHANGE Word of Mouth
  • 40. 40 HOW THE RESULTS ARE CHANGING REVIEWS
  • 41. 41 CORRELATING SEARCH DATA STUDY BY SEARCH METRICS
  • 42. CLEAR INDICATORS OF INTENT
  • 43. 43 TWITTER + GOOGLE IT STOPPED JULY 2011
  • 44. 44 SOCIAL SEARCH RESULTS NO LONGER AVAILABLE BUT…
  • 45. 45 ALTHOUGH NOW REMOVED… +1 METRICS IN WEBMASTER TOOLS
  • 46. 46 GOOGLE ANALYTICS SOCIAL INTERACTION TRACKING
  • 47. 47 G+ AUTHOR INTEGRATION
  • 48. CONTENT MARKETING A need for a new approach
  • 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. 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. • 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. 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. 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. 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. AUTHOR RANK A brief overview of
  • 56. AuthorRank + PageRank = Better Rankings RANKINGS
  • 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. GOOGLE+ INTEGRATION Example of a fully integrated author
  • 59. LINKING UP YOUR AUTHORED CONTENT
  • 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. TO CONCLUDE
  • 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. THANK YOU QUESTIONS? Benedict Hayes Vice President Strategy @benboombastic benedict.hayes@iprospectc2.com