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SOCIAL SIGNALS TRAINING    TOP TRAINING TIPS FOR MAXIMISING    SEO AND SOCIAL SYNERGIES    Adam Skalak, Head of SEO, iCros...
SOCIAL SIGNALS                 AGENDA      TRAINING                 > Introduction                 > Social signals       ...
INTRODUCTION   PLATFORM CONNECTIONS 3
INTRODUCTION   WHAT IS SOCIAL MEDIA?               Social Media is about people having               conversations Online 4
THE CONVERSATIONS ARE POWERED BY                                   Social is more                                   than j...
WHY DOES THIS MATTER     TO YOUR BUSINESS?6
Because you are either part of    the conversation, or you are not.7
HOW IS THIS RELEVANT TO          YOUR SEO?8
INTRODUCTION   SOCIAL AFFECTS SEARCH 9
INTRODUCTION         TRADITIONAL SEO PILLARS                      Can search                     engines find it?         ...
SEARCH &           DEVELOPING SIGNALS OF SEARCH  SOCIAL                   “The theory is that search results are more     ...
SEARCH &           DEVELOPING SIGNALS OF SEARCH  SOCIAL
SEARCH &                THE JOURNEY FROM LINKS TO SOCIAL SIGNALS       SOCIAL13
WHAT ARE SOCIAL SIGNALS?14
SOCIAL SIGNALS       MIX OF KEY SIGNALS                    > One-off signals        > Discussion and Content signals      ...
SOCIAL SIGNALS   DIRECT PLATFORM CONNECTIONS                   Twitter retweets            Google+ shares                 ...
SOCIAL SIGNALS   INDIRECT PLATFORM CONNECTIONS  17
SOCIAL SIGNALS          PLATFORM SIGNIFICANCE                                                Search engine market share   ...
The question for marketers:Can you improve your short- and long-term search performance by becomingactive in Google+?
Search ads with +1 annotations have a 5-10% uplift in click through rate (Google)TIP: Link up your AdWords account with yo...
Organic listings with +1 annotations can havea 5-20% uplift in click through rate (Search Engine Watch) TIP: Create a Goog...
Organic listings with Google+ signals can increaserankings by 20% (Search Engine Watch) TIP: Become active in Google+ and ...
The answer:  Yes - becoming highly active in Google+  is already one of many factors in natural  and paid search performan...
WHAT DO YOU PROMOTE     WITH SOCIAL SIGNALS?24
BRANDS PRODUCTS SERVICES INFORMATION            CONTENT25
CONTENT   SEGMENT BY LOCATION                         CONTENT      ONSITE                         OFFSITE26
CONTENT      SEGMENT BY TYPE           ESSENTIAL                         VS SHARABLE           – Product/Service descripti...
ANALYSIS   OPEN SITE EXPLORER.ORGRoller Coaster      Ad  28
ANALYSIS   OPEN SITE EXPLORER.ORG29
ANALYSIS     OPEN SITE EXPLORER.ORG                                            Sony support                               ...
Over 10,000 re-tweetsover 2,000 FacebookLikesand over 1,000LinkedIn shares 31
Over 1,000 re-tweetsover 400 FacebookLikesand over 300 LinkedInshares600 links 32
CONTENT     SEGMENT BY AUDIENCE        INFORMATION VS PROMOTION        – Existing customers                           – Wh...
CONTENT      AUTHOR CREDIBILITY SIGNALS                                                  > Google recognises and credits t...
HOW DOES IT ALL WORK         TOGETHER?35
FRAMEWORK   EXTERNAL ANALYSIS                     INTERNAL ANALYSIS               Keyword Research                        ...
SEARCH &                IMPLEMENTATION       SOCIAL                                   Seed      Create                  Pu...
SEARCH &                ECOSYSTEM       SOCIAL                            Customer strategy                               ...
HOW MUCH DO I NEED TO            CARE?39
IMPORTANCE      THE TRUTH IS SOMEWHERE AROUND       1.   The percentage of your customers with a GMAIL/GOOGLEMAIL address ...
IMPORTANCE   BY INDIVIDUAL                             4,291 CONNECTIONS !41
IMPORTANCE   BY INDUSTRY                           Source: http://simplymeasured.com42
IMPORTANCE   BY BRAND                        Source: http://simplymeasured.com43
WHERE IS IT ALL GOING?44
SEARCH &                      FUTURE OF SEACH AND SOCIAL        SOCIAL> Facebook to launch a search engine> Links will rem...
4 MORE TIPS46
TIP 1    SOCIAL SHARING BUTTONS TIP     > Add social sharing buttons        – AddThis (http://www.addthis.com/)        – S...
TIP 2   PROTECT YOUR GOOGLE+ SPACE48
TIP 3   SUCCESFUL CONTENT TIP             > Use the new Google Analytics Social reports to monitor what               cont...
TIP 4    COLLABORATION TIP     > Keep the teams together                SEO     > Monthly planning meetings             te...
THANK YOU, QUESTIONS?     adam.skalak@icrossing.co.uk51
WORKSHOP DISCUSSION:     How do you get your teams and     agencies to integrate and work               together?52
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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

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Transcript of "iCrossing UK: Social Signals Training "

  1. 1. SOCIAL SIGNALS TRAINING TOP TRAINING TIPS FOR MAXIMISING SEO AND SOCIAL SYNERGIES Adam Skalak, Head of SEO, iCrossing1
  2. 2. SOCIAL SIGNALS AGENDA TRAINING > Introduction > Social signals > Google+ > Content > Strategy > Stats and Future > Tips > Q&A > Exercise 2
  3. 3. INTRODUCTION PLATFORM CONNECTIONS 3
  4. 4. INTRODUCTION WHAT IS SOCIAL MEDIA? Social Media is about people having conversations Online 4
  5. 5. THE CONVERSATIONS ARE POWERED BY Social is more than just Twitter, Facebook and Google + 5
  6. 6. WHY DOES THIS MATTER TO YOUR BUSINESS?6
  7. 7. Because you are either part of the conversation, or you are not.7
  8. 8. HOW IS THIS RELEVANT TO YOUR SEO?8
  9. 9. INTRODUCTION SOCIAL AFFECTS SEARCH 9
  10. 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. 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. 12. SEARCH & DEVELOPING SIGNALS OF SEARCH SOCIAL
  13. 13. SEARCH & THE JOURNEY FROM LINKS TO SOCIAL SIGNALS SOCIAL13
  14. 14. WHAT ARE SOCIAL SIGNALS?14
  15. 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. 16. SOCIAL SIGNALS DIRECT PLATFORM CONNECTIONS Twitter retweets Google+ shares Tweets Google +1 Facebook shares Facebook likes 16
  17. 17. SOCIAL SIGNALS INDIRECT PLATFORM CONNECTIONS 17
  18. 18. SOCIAL SIGNALS PLATFORM SIGNIFICANCE Search engine market share SEO SOCIAL MEDIA Social media market share 18
  19. 19. The question for marketers:Can you improve your short- and long-term search performance by becomingactive in Google+?
  20. 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. 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. 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. 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. 24. WHAT DO YOU PROMOTE WITH SOCIAL SIGNALS?24
  25. 25. BRANDS PRODUCTS SERVICES INFORMATION CONTENT25
  26. 26. CONTENT SEGMENT BY LOCATION CONTENT ONSITE OFFSITE26
  27. 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. 28. ANALYSIS OPEN SITE EXPLORER.ORGRoller Coaster Ad 28
  29. 29. ANALYSIS OPEN SITE EXPLORER.ORG29
  30. 30. ANALYSIS OPEN SITE EXPLORER.ORG Sony support section LEGO Architecture John Lewis Dishwasher Guide HSBC Passport30
  31. 31. Over 10,000 re-tweetsover 2,000 FacebookLikesand over 1,000LinkedIn shares 31
  32. 32. Over 1,000 re-tweetsover 400 FacebookLikesand over 300 LinkedInshares600 links 32
  33. 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. 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. 35. HOW DOES IT ALL WORK TOGETHER?35
  36. 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. 37. SEARCH & IMPLEMENTATION SOCIAL Seed Create Publish and Engage Monitor content Promote Email37
  38. 38. SEARCH & ECOSYSTEM SOCIAL Customer strategy Links SocialTwitter, strategyFacebook &other social Search & content Googlesignals + strategy Author signals Google+ signals38
  39. 39. HOW MUCH DO I NEED TO CARE?39
  40. 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. 41. IMPORTANCE BY INDIVIDUAL 4,291 CONNECTIONS !41
  42. 42. IMPORTANCE BY INDUSTRY Source: http://simplymeasured.com42
  43. 43. IMPORTANCE BY BRAND Source: http://simplymeasured.com43
  44. 44. WHERE IS IT ALL GOING?44
  45. 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. 46. 4 MORE TIPS46
  47. 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. 48. TIP 2 PROTECT YOUR GOOGLE+ SPACE48
  49. 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. 50. TIP 4 COLLABORATION TIP > Keep the teams together SEO > Monthly planning meetings team > Share opportunities Social Content team team PR team50
  51. 51. THANK YOU, QUESTIONS? adam.skalak@icrossing.co.uk51
  52. 52. WORKSHOP DISCUSSION: How do you get your teams and agencies to integrate and work together?52
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