Traditional Ranking Factors
Showing the most relevant up-to-date content for a topic of recently
They are similar to traditional ranking factors.
Author Quality + Site Authority/Trust + Relevancy
Ranking for fresh content: adjust ranking algorithms
For most newly-discovered content, many traditional ranking signals do
not exist or are weak (e.g. anchor text)
Google RealTime Includes “Twitter, Facebook, MySpace, Google buzz,
YouTube, TwitPic … “
Twitter tweets FriendFeed updates
Google News links Jaiku updates
Google Blog Search links Google Buzz posts
MySpace updates TwitArmy updates
Freshly updated web pages Identi.ca updates
Newly created web pages Facebook fan page updates
@JShehata Slide 12
Traditional Ranking Signals: New Ranking Signals:
• Domain authority • user authority
• Blogging freshness • microblogging freshness
• Number of Inbound Links • number of followers
• Quality of links • Quality of followers
• Inbound links vs. outbound links • ratio of followers in contrast to the
number of people followed
• Linking to bad : good neighborhoods • URL Real-Time Resolution
• # of people retweeting what you said
in the last minute, hour, day …
@JShehata Slide 13
Reputation & Popularity
It is not about HOW MANY followers you have, but by how
REPUTABLE those followers are.
having followers with authority theoretically helps your tweets rank higher in
Google real-time search.
"You earn reputation, and then you give reputation. If lots of people follow you,
and then you follow someone--then even though this [new person] does not
have lots of followers, his tweet is deemed valuable because his followers are
themselves followed widely” Amit Singhal
@JShehata Slide 14
Influence / Impact
Influence is the likelihood that a Twitter user will either A) retweet something
the user has written or B) reference the user.
» The number of followers a user has
» The number of unique references and citations of the user in Twitter
» The frequency at which the user is uniquely retweeted
» The frequency at which the user is uniquely retweeting other people
» The relative frequency at which the user posts updates
@JShehata Slide 15
Other Possible factors
Recent Activity : Google pays more attention to accounts with more activity?
User name: keywords in your user name might also help.
Age: since age plays a big role in Google search engine ranking, it’s possible
that more established Twitter accounts will outrank the newer ones.
External links: links to your @account from (reputable) non-social media sites
should boost reputation as far as Google is concerned.
Tweet Quantity: the more you tweet, the better chance you’ve got to be seen in
Google real-time search results.
Ratios of followed vs follow: a close ratio between the two can raise a red flag.
Lists: it might also matter in how many lists you appear.
@JShehata Slide 18
Get Your Fans/Customers to Share
Your Brand on Social Services
» Tip: Limit Sharing options
» Make it Easy for your readers to
share your links, tweets and status
@JShehata Slide 22
tweeting content of 120 characters or less so you can save room for the RT @
Username that is added when someone passes along your message to their
(tip) Don’t update multiple accounts, reTweet instead
@JShehata Slide 23
Produce Content that Appeals to Social-Savvy Audiences
Employ Content that encourages New Users To Engage Socially
Connect your social profiles
Attract reputable, topically-related followers
Monitor & Track Hot Trends/Buzz
The first 42 characters of the Tweet determines the title tag in Google, so be
sure to select these characters carefully.
Write keyword-rich tweets whenever possible, without sounding spammy
@JShehata Slide 27
How to identify Hot Trends?
Google Hot Trends
@JShehata Slide 28
Plan for seasonal keyword trends
Editorial calendar for your SEO Planned Events/News
» Madness NCAA Tournament
» State of the Union
» Tax Season
» Black Friday
» Tiger Woods Apology Press Conference
» Health care debate
@JShehata Slide 29
@JShehata Slide 30
Google Hot Trends
@JShehata Slide 31
In The News
Google News Suggest
@JShehata Slide 32
How do Online Users Search for News?
People (Susan Boyle, Adam
Lambert, Michael Jackson, ..)
Places (Iraq, Iran, North Korea, ..)
Events/Shows (Jon and Kate,
WWE, NASCAR, World Cup, Euro
Hot Subjects & Crisis (Swine Flu,
Inauguration, San Diego Fires,
Virginia Tech, ..)
Organizations (CIA, Federal
Reserve, US Supreme Court,
Writers Guild of America)
@JShehata Slide 33
Avoid Looking Spammy
Do not create content with multiple buzzing terms
Do not abuse shortening services for spam links
Do not go overboard using Twitter #hashtags – Search Engines will eliminate
your tweet from search if you use too many because it “looks bad”
Spammy looking tweet streams will be eliminated from search
Don’t use same IP address for different twitter accounts
@JShehata Slide 34