iCrossing UK: Social Signals Training
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Adam Skalak, Head of Natural Search at iCrossing UK, presents the Top Tips for Maximising SEO and Social Synergies

Adam Skalak, Head of Natural Search at iCrossing UK, presents the Top Tips for Maximising SEO and Social Synergies

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iCrossing UK: Social Signals Training Presentation Transcript

  • 1. SOCIAL SIGNALS TRAINING TOP TRAINING TIPS FOR MAXIMISING SEO AND SOCIAL SYNERGIES Adam Skalak, Head of SEO, iCrossing1
  • 2. SOCIAL SIGNALS AGENDA TRAINING > Introduction > Social signals > Google+ > Content > Strategy > Stats and Future > Tips > Q&A > Exercise 2
  • 3. INTRODUCTION PLATFORM CONNECTIONS 3
  • 4. INTRODUCTION WHAT IS SOCIAL MEDIA? Social Media is about people having conversations Online 4
  • 5. THE CONVERSATIONS ARE POWERED BY Social is more than just Twitter, Facebook and Google + 5
  • 6. WHY DOES THIS MATTER TO YOUR BUSINESS?6
  • 7. Because you are either part of the conversation, or you are not.7
  • 8. HOW IS THIS RELEVANT TO YOUR SEO?8
  • 9. INTRODUCTION SOCIAL AFFECTS SEARCH 9
  • 10. INTRODUCTION TRADITIONAL SEO PILLARS Can search engines find it? Architecture Become a Useful and engaging reputable source content to address the for your content user in their language Content Reputation 10
  • 11. SEARCH & DEVELOPING SIGNALS OF SEARCH SOCIAL “The theory is that search results are more relevant when they take into account one’s social connections. Social search is paradigm shifting. It means that who you know changes what you get (WYKCWYG)”. Guy Kawasaki
  • 12. SEARCH & DEVELOPING SIGNALS OF SEARCH SOCIAL
  • 13. SEARCH & THE JOURNEY FROM LINKS TO SOCIAL SIGNALS SOCIAL13
  • 14. WHAT ARE SOCIAL SIGNALS?14
  • 15. SOCIAL SIGNALS MIX OF KEY SIGNALS > One-off signals > Discussion and Content signals – Tweets – Comments – Facebook Likes – Content freshness Quantitative – Google +1’s Qualitative > Share/Spread Signals > Authority Signals – Twitter retweets – Ratio of following to followers – Facebook shares – Mentions, subscriptions – Google+ shares – Inbound activity – Topics Source: Joe Hall, 22 Media TIP: Focus on qualitative signals 15
  • 16. SOCIAL SIGNALS DIRECT PLATFORM CONNECTIONS Twitter retweets Google+ shares Tweets Google +1 Facebook shares Facebook likes 16
  • 17. SOCIAL SIGNALS INDIRECT PLATFORM CONNECTIONS 17
  • 18. SOCIAL SIGNALS PLATFORM SIGNIFICANCE Search engine market share SEO SOCIAL MEDIA Social media market share 18
  • 19. The question for marketers:Can you improve your short- and long-term search performance by becomingactive in Google+?
  • 20. Search ads with +1 annotations have a 5-10% uplift in click through rate (Google)TIP: Link up your AdWords account with your Google+ account
  • 21. Organic listings with +1 annotations can havea 5-20% uplift in click through rate (Search Engine Watch) TIP: Create a Google+ Page for your business and then link your website to your Google+ Page. Add a +1 button to your pages.
  • 22. Organic listings with Google+ signals can increaserankings by 20% (Search Engine Watch) TIP: Become active in Google+ and promote your content to increase your SEO rankings, traffic and conversions
  • 23. The answer: Yes - becoming highly active in Google+ is already one of many factors in natural and paid search performanceTIP: Test, test and test
  • 24. WHAT DO YOU PROMOTE WITH SOCIAL SIGNALS?24
  • 25. BRANDS PRODUCTS SERVICES INFORMATION CONTENT25
  • 26. CONTENT SEGMENT BY LOCATION CONTENT ONSITE OFFSITE26
  • 27. CONTENT SEGMENT BY TYPE ESSENTIAL VS SHARABLE – Product/Service descriptions – How-to’s – Reports – Company info – Informational articles – White papers – News, press releases and blog – Blog posts – PowerPoint content – Interviews – Video – Ebooks – Apps – Infographics TIP: Create useful, unique and interesting content TIP: Analyse competing websites to identify popular content and topics27
  • 28. ANALYSIS OPEN SITE EXPLORER.ORGRoller Coaster Ad 28
  • 29. ANALYSIS OPEN SITE EXPLORER.ORG29
  • 30. ANALYSIS OPEN SITE EXPLORER.ORG Sony support section LEGO Architecture John Lewis Dishwasher Guide HSBC Passport30
  • 31. Over 10,000 re-tweetsover 2,000 FacebookLikesand over 1,000LinkedIn shares 31
  • 32. Over 1,000 re-tweetsover 400 FacebookLikesand over 300 LinkedInshares600 links 32
  • 33. CONTENT SEGMENT BY AUDIENCE INFORMATION VS PROMOTION – Existing customers – Which sites will share your content – New customers – Who will share your content33 TIP: Check the target sites link out and promote content socially
  • 34. CONTENT AUTHOR CREDIBILITY SIGNALS > Google recognises and credits the original author – Connect authors’ profiles to Google+ through rel=author tag – The higher the authority, the higher articles rank > 1 in 5 searches already displays authorship (Search Engine Land) Tip: Set up your Google Author profiles and start building up authority34
  • 35. HOW DOES IT ALL WORK TOGETHER?35
  • 36. FRAMEWORK EXTERNAL ANALYSIS INTERNAL ANALYSIS Keyword Research Customer Audit Competitor and Link Audit Content Audit Network Audit Visibility Audit SWOT Search and Social Strategy Roadmap Implementation Review36
  • 37. SEARCH & IMPLEMENTATION SOCIAL Seed Create Publish and Engage Monitor content Promote Email37
  • 38. SEARCH & ECOSYSTEM SOCIAL Customer strategy Links SocialTwitter, strategyFacebook &other social Search & content Googlesignals + strategy Author signals Google+ signals38
  • 39. HOW MUCH DO I NEED TO CARE?39
  • 40. IMPORTANCE THE TRUTH IS SOMEWHERE AROUND 1. The percentage of your customers with a GMAIL/GOOGLEMAIL address 2. The percentage of signed-in visitors entering your site as “not provided” All customers Gmail customers “not provided”40 TIP: Monitor the monthly number of visitors as “not provided”
  • 41. IMPORTANCE BY INDIVIDUAL 4,291 CONNECTIONS !41
  • 42. IMPORTANCE BY INDUSTRY Source: http://simplymeasured.com42
  • 43. IMPORTANCE BY BRAND Source: http://simplymeasured.com43
  • 44. WHERE IS IT ALL GOING?44
  • 45. SEARCH & FUTURE OF SEACH AND SOCIAL SOCIAL> Facebook to launch a search engine> Links will remain the main factor for few more years – Financial services and B2B> If Google+ fails, Google will acquire a social networking platform 45
  • 46. 4 MORE TIPS46
  • 47. TIP 1 SOCIAL SHARING BUTTONS TIP > Add social sharing buttons – AddThis (http://www.addthis.com/) – ShareThis (http://sharethis.com/) > Customise your buttons to increase sharing and promoting47
  • 48. TIP 2 PROTECT YOUR GOOGLE+ SPACE48
  • 49. TIP 3 SUCCESFUL CONTENT TIP > Use the new Google Analytics Social reports to monitor what content has been successful socially and build on it49
  • 50. TIP 4 COLLABORATION TIP > Keep the teams together SEO > Monthly planning meetings team > Share opportunities Social Content team team PR team50
  • 51. THANK YOU, QUESTIONS? adam.skalak@icrossing.co.uk51
  • 52. WORKSHOP DISCUSSION: How do you get your teams and agencies to integrate and work together?52