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Social Media’s Influence on Search: Going Beyond Rankings
 

Social Media’s Influence on Search: Going Beyond Rankings

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How do people find your brand, content, or products? Surely it's not only in search engines, right? They're finding you through shares on Facebook, searches on Yelp and YouTube, or other social ...

How do people find your brand, content, or products? Surely it's not only in search engines, right? They're finding you through shares on Facebook, searches on Yelp and YouTube, or other social networks, about as much as they're finding you in Google. This presentation will walk you through the steps of ensuring you have a tight strategy to combine both social and SEO to create an overall search strategy that skyrockets your traffic from all areas.

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    Social Media’s Influence on Search: Going Beyond Rankings Social Media’s Influence on Search: Going Beyond Rankings Presentation Transcript

    • Social Media’s Influence on Search: Going Beyond Rankings Jennifer Sable Lopez Director of Community at Moz @jennita
    • Is Social a Ranking Factor?
    • No.
    • http://www.youtube.com/watch?v=udqtSM-6QbQ Not Directly
    • How We’d Like it to Work
    • Create a Great Resource
    • Get Tons of Social Shares @jennita #SMXSydney
    • Rank #1 in Google! @jennita #SMXSydney
    • How it Really Works
    • Create a Great Resource
    • Get Tons of Social Shares @jennita #SMXSydney
    • Shared with Authority @jennita #SMXSydney
    • Of Varying Degrees @jennita #SMXSydney
    • Lots of People See it @jennita #SMXSydney
    • Get Mentions Across Web @jennita #SMXSydney
    • Earn Lots of Links @jennita #SMXSydney
    • With Varying Anchor Text @jennita #SMXSydney
    • From High Authority Sites
    • Including This One?
    • Including This One? @jennita #SMXSydney
    • Rank #1 in Google! @jennita #SMXSydney
    • Whew.
    • Social Assists + Influences SEO in Many Ways
    • Quick Indexing @jennita #SMXSydney G+ post indexed! Damn good lookin’ SERP right there!
    • Grows Exposure @jennita #SMXSydney
    • Increase Links @jennita #SMXSydney Beginner’s Guide to Social launched in January. ! In February we did another push. ! It continues to earn links & social shares!!
    • Demonstrates Popularity @jennita #SMXSydney
    • Signal of Relevance @jennita #SMXSydney Connect your G+ account to Adwords! “Recent posts” is all about our latest launch!!
    • Branding @jennita #SMXSydney
    • Personalized Results @jennita #SMXSydney This is a G+ Post Page – They ALL get indexed! Good thing we had “Moz Local” in the beginning of the title eh?!
    • Grow Traffic @jennita #SMXSydney @jennita Social! Search!
    • How Do You Integrate Social Into Your Search Strategy?
    • Start by Making the Experience Consistent.
    • @jennita #SMXSydney! Let’s Look at this Post
    • @jennita #SMXSydney! How it Looks in Search Ooooh Noms!!! 449 calories!! Author has other recipes!
    • @jennita #SMXSydney! And on Facebook
    • @jennita #SMXSydney! What about Twitter?
    • @jennita #SMXSydney! Boom. Pinterest.
    • @jennita #SMXSydney! Overall Experience? Holy Consistency!! J
    • How Most Pages Look
    • @jennita #SMXSydney! Nice, Informational Page
    • @jennita #SMXSydney! SERP - Looks Good eh?
    • @jennita #SMXSydney! What About on Facebook? Not too bad, eh?
    • @jennita #SMXSydney! And Pinterest… Oooh! Pretty picture
    • @jennita #SMXSydney! Google+ Ouch.
    • @jennita #SMXSydney! Twitter Snooze...
    • @jennita #SMXSydney! Overall Experience? Completely Inconsistent L
    • Put as Much Effort Into Social as You Do Into Search
    • Start With Open Graph
    • @jennita #SMXSydney!
    • Nutella SERP @jennita #SMXSydney
    • Nutella Page on Facebook @jennita #SMXSydney
    • How Open Graph Works @jennita #SMXSydney @jennita On-Page Title + Title Tag! Title When Shared on FB!
    • OpenGraph – http://ogp.me ! <!-- Open Graph data -->! <meta property="og:title" content="Title Here" />! ! <meta property="og:type" content="article" />! ! <meta property="og:url" content="http://www.example.com/" />! ! <meta property="og:image" content="http://example.com/ image.jpg" />! ! <meta property="og:description" content="Description Here" />! ! @jennita #SMXSydney!
    • Facebook Debugger @jennita #SMXSydney https://developers.facebook.com/tools/debug!
    • Facebook Debugger @jennita #SMXSydney If your page isn’t showing up properly in FB!
    • Facebook Debugger @jennita #SMXSydney Or you have an old version of the page cached in FB!
    • Facebook Debugger @jennita #SMXSydney Use the FB Debugger to re-cache!!
    • Twitter Cards
    • @jennita #SMXSydney! Regular Text Tweet Snooze...
    • @jennita #SMXSydney! Summary Card (default) Community WIN!!
    • @jennita #SMXSydney! Summary Card Large Image Community
    • @jennita #SMXSydney! Twitter Card Code ! <!-- Twitter card data -->! <meta name="twitter:card" content="summary">! ! <meta name="twitter:site" content="@twitterhandle">! ! <meta name="twitter:creator" content="@AuthorTwitter”> ! ! <meta name="twitter:title" content=”Title specific to Twitter – short works great!">! ! <meta name="twitter:description" content=”Remember this is being shared on Twitter, make it enticing to the FB user.">! ! <meta name="twitter:image" content=”image URL for the image you want to display">! !
    • @jennita #SMXSydney! Twitter Card Validator https://dev.twitter.com/docs/cards/validation/validator!
    • @jennita #SMXSydney! Add Your Site
    • @jennita #SMXSydney! Twitter Card Analytics
    • Pinterest – Rich Pins https://developers.pinterest.com/rich_pins/!
    • @jennita #SMXSydney! Regular Pin
    • @jennita #SMXSydney! Rich Pin !
    • @jennita #SMXSydney! Rich Pin !
    • @jennita #SMXSydney! 
 http://mz.cm/1hD5c8H!
    • @jennita #SMXSydney! Rich Pin = Schema.org
    • @jennita #SMXSydney! Rich Pins Validator https://developers.pinterest.com/rich_pins/validator/!
    • There’s No Doubt, that Social Influences Search.
    • It’s Your Job, to Make the Most out of It!
    • Jennifer Sable Lopez Director of Community at Moz @jennita !! Thank You