Social Media for More Traffic & Better SEOHow to leverage the channels of social media marketing to earn direct traffic and higher search engine rankingsSocial Media Strategy SummitAmsterdam 19-21 May Herwin Wevers Director Posicionarpaginaweb.org Webboomm.com May 2011
Agenda Convergence of Search and Social Media Using Social Media to Boom Rankings Case Studies Social Marketing
“Essentially, we've been doing the same kind of search now for over a decade, right? It's basically anchor text and PageRank and inbound links, and that's how we've kind of decided what page is best for a particular term… But there are signals beyond this.” Stefan Weitz, Director for Bing Search http://www.seomoz.org/blog/director-of-bing-discusses-holistic-search-and-clickstream-data-whiteboard-friday
Yes, we do use Twitter as a signal. It is used as a signal in our organic and news rankings. We also use it to enhance searches by marking how many people shared an article “One piece of advice I give to SEO masters is, don’t chase after Google’s algorithm, chase after your best interpretation of what users want, because that’s what Google’s chasing after,” Matt Cutts, Head of search, Google http://www.nytimes.com/2011/02/11/business/media/11search.html
Every 3-4 years, there's a big shift or addition to the key metrics Google uses to order competitive search results. 1996-1999: On-page keyword usage + meta data 1999 - 2002: PageRank + On-page 2002 - 2005: Anchor text + Domain name + PageRank + On-Page 2005 - 2010: Domain authority + Diversity of linking domains + Topic modeling + Anchor text + Domain name + PageRank + On-Page 2010 - ….: Inclusion of Social Media signals
Rand Fishkin, the Cofounder SEOMoz http://www.nytimes.com/2011/02/11/business/media/11search.html
Convergence of Search and SM….search engines point of view natural and logical process social data to be used to personalize search results social activity provide indicators what content is popular So a lot has happened in 2010-2011 to "socialize" search engine result pages Google included social content from Twitter, Flickr, FB in SERPS launched Google +1, allowing votes on pages Bing: expanded its deal with Facebook, personalize search results use Facebook Likes to gauge the authority of pages.
Convergence of Search and SM…users point of view Customers´ time spent on SM and them taking more control of the brand experience, requires integration of SEO and Social Media in overall Marketing Strategy
Internet technologies and social innovations transformed media consumption patterns
Requires a synced execution of marketing strategies for a consistent message and integrated experience
Source: Getting Engaged With Your Customers: Optimizing Search and Social to Increase Brand Exposure and Sales. Zeta Interactive 2010 pdf
Convergence of Search and SM…businesses point of view Channels are aligning with marketing objectives: Source: Getting Engaged With Your Customers: Optimizing Search and Social to Increase Brand Exposure and Sales. Zeta Interactive 2010 pdf
Convergence of Search and SM…businesses point of view And there´s a connection between search and social in terms of marketing budget spend search and social the top marketing tactics they plan to increase their budget for in 2011.
Using Social Media to Boom Rankings What does this mean for your search engine optimization (SEO) strategy? Exploring new ways of using social media to boost your rankings. Traditional onsite SEO and backlinks are still fundamental. But send search engines the right "social signals" that your site and pages deserve to rank well. What signals do Google + Bing take into account? And do they really have a large impact?
Using Social Media to Boom Rankings How SM metrics correlate with higher rankings in Google´s SERPS LOWER CORRECATION HIGHER CORRECATION http://www.seomoz.org/blog/facebook-twitters-influence-google-search-rankings
How SM metrics correlate with higher rankings in Google´s SERPS Using Social Media to Boom Rankings Social Metrics are Well Correlated with Higher Rankings Shares Might Be More Valuable than Likes How to Earn Facebook Shares? Twitter May Be Less Powerful LOWER CORRECATION HIGHER CORRECATION http://www.seomoz.org/blog/facebook-twitters-influence-google-search-rankings
Using Social Media to Boom Rankings….with Twitter Tweets: Authority, KW rich, retweets and regularity search engines monitor age of content. Tweets (keyword rich tweets & retweets) are sending "social signals" that a site/page is currently popular Google and Bing have confirmed that social signals impact rankings.
Using Social Media to Boom Rankings….with Twitter UK NL SP http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.mediabistro.com/alltwitter/twitter-used-by-16-4m-us-internet-users-will-growth-to-27-7m-by-2013-stats_b3682
Using Social Media to Boom Rankings….with Twitter Google and Twitter Integration Classic result: Google's organic result for a keyword search pointing to a website. Tweet result: An link to the actual tweet from friends within your social network, Combined result: The website result, links linking to your friend's profile and a time stamp that redirects to the original recommendation Source: http://searchenginewatch.com/article/2064902/The-Social-Evolution-of-Search-Engine-Result-Pages
Using Social Media to Boom Rankings….with Twitter Getting Tweeted to Rank Page A 646 links from 36 root domains 2 tweets Page B 1 link from 1 root domain 522 tweets http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause
Using Social Media to Boom Rankings….with Twitter Getting Tweeted to Rank Page B – the tweeted version – ranks #1! Page A 646 links from 36 root domains 2 tweets Page B 1 link from 1 root domain 522 tweets http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause
Using Social Media to Boom Rankings….with content and authority 2. Socializing Your Content - producing branded content that: Is interesting, engaging, and entertaining Has nothing to do with the products/services you sell. Is still on topic/keywords to get them in Tweets/Retweets Top 5/10 lists. Appeals to the "influencers” That has the potential to go viral 3. Influence Through Influencers Google confirmed importance of tweets AND authority Also, influencers are more likely to get retweeted
Using Social Media to Boom Rankings….with FACEBOOK 4. Be Likeable And have a social content strategy, Bing factors in Likes and personalize search results Google does factor Facebook Likes and shares into its SERPs, and shares carry more weight than Likes. Google +1 button lets users "vote up" and personalize search results based on whether any of your Google contacts have "recommended" a page or site via +1.
Using Social Media to Boom Rankings….with FACEBOOK http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.benphoster.com/facebook-user-growth-chart-2004-2010/
Using Social Media to Boom Rankings….with FACEBOOK Bingsintegrationwith Facebook Classic result:Bing´s organic result for a keyword search pointing to a website. "Liked Results": A separate module included alongside organic results Combined result: The website result with social context (friend's names and profile pictures who have liked the link).
Using Social Media to Boom Rankings….with FACEBOOK There are two very different methodologies involved. Google uses inbound links link to analyze web authority FB as a social network uses people, connections and their preferences Facebook’s internal search: two methodologies Facebook Autosuggest It is impossible to predict: relies on how “close” the user is to each page Source: Hubspot´s Facebook marketing update – Howto use The Open Graph - Spring 2011
Using Social Media to Boom Rankings….with FACEBOOK Optimizing a Facebook Page for BOTH Facebook and Google Page name: Don´t keyword stuff it. Keep it simple, targeted and brand-specific. Is its actual page title tag (linked part that shows up in Google and Facebook search). Facebook Page URL “Vanity URLs” can only be set once and cannot be edited Source: Hubspot´s Facebook marketing update – Howto use The Open Graph - Spring 2011
Using Social Media to Boom Rankings….with FACEBOOK Page Category Page Info “About us” box and “Info” even more “indexable” content for search engines. Facebook Page notes for displaying more relevant brand related content. Eg collect and publish Twitter testimonials aggregated from your Twitter Favorites. Page Wall Your posts show up in both the Autosuggest and Advanced Facebook search Source: Hubspot´s Facebook marketing update – Howto use The Open Graph - Spring 2011
Using Social Media to Boom Rankings….with FACEBOOK Link juicefrom FB Page Wall: “Likes” are do-follow Page nameshouldcontainyourmainkeyword FB Page has a Google Page rank. EgStarbuck page has PR8 and their page “Likes” are PR8 links One PR-1 “Like” = 10 PR-0 “Likes” No-follow links 3. PR 8 2. 3. 1. Page name PR 0
Using Social Media to Boom Rankings….syndicate to content sharing´s sites 5. Content sharing sites. The new “decision making engine” for 2012? Sharing content vs Social interacting -- Digg, StumbleUpon, Delicious and Reddit Importance of references for purchase decisions When a user votes it up, it gets a link on that user's profile page. Score!!. With enough votes, it appears on the home page. Traffic gets pushed to your website. Publish in other social content communities to get valuable backlinks and get traffic
Using Social Media to Boom Rankings….syndicate to content sharing´s sites http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.reddit.com/r/blog/comments/evmek/2010_we_hardly_knew_ye/
Using Social Media to Boom Rankings….drawbacks social media offers an opportunity to get links from authoritative domains. drawbacks Can't control the anchor text. Often nofollow links or redirects, they don't always pass link juice. So useless? NO. The right kind of social strategy can still pass a lot of link juice your way. Links might not pass much juice, they do pass trust and relevancy.
Conclusions How Significant is This Change for Marketers? Retweets and mentions on Twitter, Likes on Facebook, Vote-ups are crucial for gaining visibility in Search & SM When people share your content, it will show up across their social networks and in their friends' SERPs. Social media should be an integral part of any company's search strategy and visa versa.
Case Study Hotel Objective: Leveraging effect of real time social trends on multiple social media channels for WorldQuest Orlando Resort in Orlando, FL. Goals: Increase number of Twitter Followers Increase Facebook Fans Increase traffic to the Events Blog Strategy: Determine topic and keyword research – “Halloween in Orlando” Create topical content on the hotel’s blog site Social media integration –blog posts as a talking point for all social interactions Blog integration and marketing – Interact with other relevant blogs http://blog.milestoneinternet.com/web-2/case-study-real-time-search-and-social-media/
Case Study Hotel Actions posting to various channels (Twitter, FB, Micro blogs, other blogs) several times a week including tags and references to specific events, Posting on other blogs (Google alerts of KW) Interactions on Twitter, Facebook http://blog.milestoneinternet.com/web-2/case-study-real-time-search-and-social-media/
Case Study Hotel Results higher level of interactions among fans and followers. increased interest in the events posted on Hotel site Hotel´s blog appearing on Page 1 of Google’s results for the high volume term “Orlando Halloween kids” (over 3,880,000 results). More fan activity on FB page during the first week than the prior two months combined 15% increase in Facebook fans over the month 87% increase in Twitter followers over the month 25 new backlinks to the three blog posts Over 300% increase in blog traffic month over month http://blog.milestoneinternet.com/web-2/case-study-real-time-search-and-social-media/
Cisco Online Server Intro Objective: Returning question: What´s the hard business case for social media? Proof it is cheaper and more effective than offline launch of a new router using social media only Strategy: entirely online leveraging social media, to engage network engineers in a interactive, fun way. http://www.socialmediaexaminer.com/cisco-social-media-product-launch/#more-5093
Cisco Online Server Intro Actions 3D Game –network engineers learned the product as they played a 3D game. Top scorers went on to a championship round with the winner bagging $10,000. YouTube – Video gets eyeballs. Cisco’s “Future of Shopping” is up to 3.3 million views and encouraging them to pass along links via social sharing. Social Media Widget – Cisco assembled videos, collateral and images in a widget format and embedded it into “social media” news releases and launch pages. Bloggers and others could spread the information easily with the embedded code. Cisco blogs – Videos and other content engaged bloggers and customers, encouraging viral pickups. Online forum – Cisco seeded its Networking Professionals Technology Community Forum with launch-related discussion topics and gave customers an “Ask the Expert” function. http://www.socialmediaexaminer.com/cisco-social-media-product-launch/#more-5093
Cisco Online Server Intro Results 9,000 people attended the social media product launch event – 90 times more attendees than in the past Saved 42,000 gallons of gas Nearly three times as many press articles as with traditional outreach methods More than 1,000 blog posts and 40 million online impressions A Leading Lights award for Best Marketing One-sixth the cost of a traditional launch http://www.socialmediaexaminer.com/cisco-social-media-product-launch/#more-5093
IcecreamRetailer Objective: increasing traffic to stores by 3% through social media while reducing advertising spend. Strategy: Monetize Facebook Tie in with franchisees Maintain brand consistency Innovate with apps – Add-on apps for Facebook for eGifts and contest voting. http://www.socialmediaexaminer.com/cold-stone-transforms-the-ice-cream-social-with-facebook/#more-6389
IcecreamRetailer Actions send FB friends a code for an actual ice cream creation eGift eGift shows up in the recipient’s News Feed on Facebook, so all friends can see it. showing a printout or the code on their mobile phones. 2-for-$5 coupon campaign Instantly redeem the gift at any of the retailer’s showing a printout or the code on their mobile phones. Fans ‘Eat Up’ New Flavors Contest “post creative comments of 50 words or fewer about one of three featured flavors” all entrants could share their entries and encourage friends to vote for theirs. 4 - 5 key promotions throughout the year YouTube footage from events like its annual “World’s Largest Ice Cream Social,” which benefits social causes http://www.socialmediaexaminer.com/cold-stone-transforms-the-ice-cream-social-with-facebook/#more-6389
IcecreamRetailer Results eGift Facebook feature added $10,000 in incremental sales. With social media, cost of about 39 cents per coupon redeemed compared to $3.60 per redemption with print advertising. 66,000 new fans over an 8-week period with a flavors contest. Facebook coupon increased sales 1 to 1.2%. 14% redeemed the coupon compared to .02% in the past. http://www.socialmediaexaminer.com/cold-stone-transforms-the-ice-cream-social-with-facebook/#more-6389