Social Signals and Search, 2011

SOCIAL SIGNALS & SEARCHTHE CONNECTIONS & OPPORTUNITIESICROSSING, 22ND JULY 2011

TODAY’S OBJECTIVE To show you why search engines are using social signals to determine their algorithms and the way they display results To show you what needs to happen next to your search & social strategy to take advantage of these changes

AGENDA  About me  Why search engines are finally taking social signals seriously  How social media integrates with search engines  The science bit  Reaction & recommendations  Panel session

ABOUT ME

Social SignalsInfluencing ABOUT MESearch Results 5

WHY SEARCH ENGINES ARETAKING SOCIAL SIGNALSSERIOUSLY

LET’S FOCUS ON THESE PLATFORMS

TWITTER: THE 140 CHARACTER PHENOMENON “We came across the word ‘twitter’, and it was just perfect. The definition was a ‘short burst of inconsequential information’, and ‘chirps from birds’ And that’s exactly what the product was” Jack Dorsey, Twitter Founder 200 MILLION USERS

FACEBOOK: MORE FRIENDS THAN TOM DREAMED OF “People have really gotten comfortable not only sharing more information and different kinds, but more openly and with more people - and that social norm is just something that has evolved over time.” Mark Zuckerberg, Facebook Founder 750 MILLION USERS

GOOGLE+ - THE BEST PRODUCT NAME EVER? “People thought we were crazy – they said there was no money to be made in search over and above a bit of banner advertising. Fast forward to today – it feels like we’re watching the same movie again in slow motion. We have a tremendous new businesses being viewed as crazy.” Larry Page, Google co-founder 10 MILLION USERS

HOW SOCIAL MEDIA INTEGRATESWITH SEARCH ENGINES

BING TAKING THE CHALLENGE – AND THE LEAD? 90% of people seek advice from family and friends as part of the decision making process Bing will surface results, which may typically have been on page three or four, higher in its results based on stuff your friends have liked

GOOGLE EVOLUTION  ………………

WHO AM I CONNECTED TO  ………………

THE SCIENCE BIT

WHAT DO PEOPLE THINK There is a clear correlation between social signals (tweets and shares) and sites ranking well Correlation is NOT causation though Rand does say the correlation is high in his opinion

WHAT DO PEOPLE THINK Can help pages get indexed via Twitter scrape sites Third party sites can provide inbound links that positively supports the traditional ranking method of gaining links

WHAT WILL HAPPEN WITH GOOGLE?

REACTION & RECOMMENDATIONS

LINK TACTICS FRAMEWORK˃ Directories > Article submission to blog network > Internal Linking˃ Anchor text Reconfiguration > Blogger Add-In – Zemanta > Industry links – sourcing internal gov & edu comms > Blogger Events > Branch & store Linking opportunities˃ Broken link reconfigurations > Link Bait > Intern & graduate career pages˃ Asset consolidation (domains) > Domain purchasing > Secondary link building˃ Free link request > Partnerships > Question marketing˃ Widgets > Affiliates > News, articles & blog internal linking˃ Video widgets > Social Prompts > Social bookmarks˃ Press Releases > Competitions > Local link opportunities˃ PR Summary > Infographics > Link opportunity training – PR team˃ Article Syndication > Vouchers > Authoritative content generation˃ Advertorials > Competitions > Client training˃ Text Adverts > Quizzes > Product giveaways˃ Blogger Outreach > Top Tens > Group cross linking˃ Guest Blogging > Twitter promotion campaigns linking back to > Facebook corporate pages landing URLs˃ Content – onsite & offsite > Hearst Properties 24

LINK TACTICS FRAMEWORK˃ > Internal Linking Directories > Article submission to blog network˃ Anchor text Reconfiguration > Industry links – sourcing internal gov & edu comms > Blogger Add-In – Zemanta˃ Broken link reconfigurations > Branch & store linking/blogging > Blogger Events˃ Asset consolidation (domains) opportunities > Link Bait˃ Free link request > Intern & graduate career pages > Domain purchasing˃ Widgets > Secondary link building > Partnerships˃ Video widgets > Question marketing > Affiliates> Press Releases > News, articles & blog internal linking > Social Prompts > Social bookmarks> PR Summary > Social Buttons > Local link opportunities˃ Article Syndication > Infographics > Link opportunity training – PR team˃ Advertorials > Vouchers > Authoritative content generation˃ Text Adverts > Competitions > Client training> Blogger Outreach > Quizzes > Product giveaways> Guest Blogging > Top Tens > Group cross linking > Twitter promotion campaigns > Facebook corporate pages> Content – onsite & offsite 25 linking back to landing URLs > Hearst Properties

ROADMAP RATIONALE Site Architecture User data On page signals factors Factor strength Search Links – paid Social media signals Engine media High Low Visibility placement Links – Links – content online PR strategy Links – outreach

AGENCIES OPTIMISE

THANK YOU@ADDHASS

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Social Signals and Search, 2011

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