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Social SEO and Social Signals - London, 14 March 2012

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This is the last talk I gave for Communicate Magazine's tour on Google+ for Business and Brands …

This is the last talk I gave for Communicate Magazine's tour on Google+ for Business and Brands

This is an updated presentation and I've expanded the 3 Step actions to implement immediately

#GPlusBrands

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  • The challenge:How to improve the way users retrieve information from the web is actually limited by Goolge’s own search interface. Google's simple search box interface has successfully trained most users to abstract complex queries into few keywords, and as result, much context is lost as we are searching.In some way, Google Instant was a way to mitigate this problem by previewing results per keywords, but the search experience is still limited to a keyword index, regardless the interface Google wraps around with.Moving forward, what's interesting is how AI can help search - & NOT to discard the constraints of human language. In ML, constraints are good, and for searchEnd of day, human being still converse in sentences, not keywords.
  • The challenge:How to improve the way users retrieve information from the web is actually limited by Goolge’s own search interface. Google's simple search box interface has successfully trained most users to abstract complex queries into few keywords, and as result, much context is lost as we are searching.In some way, Google Instant was a way to mitigate this problem by previewing results per keywords, but the search experience is still limited to a keyword index, regardless the interface Google wraps around with.Moving forward, what's interesting is how AI can help search - & NOT to discard the constraints of human language. In ML, constraints are good, and for searchEnd of day, human being still converse in sentences, not keywords.
  • Link to analytics!

Transcript

  • 1. Social Search (SEO)& Social SignalsWith expanded 3 action pointsto implement immediately#GplusbrandsLondon, 14 March 2012
  • 2. Evolving with Google The lines between Social and SEO are blurring– Backlinks to sites not necessarily required– Social Signals are the new backlinks
  • 3. IMAGINE not having to worry about anonymous blog spam because you know exactly who the person is that wrote the article or comment = GREATER accountability = a better web.
  • 4. Evolving with Google• SEO Social Search : really interesting because it’s one of the areas where you don’t have to necessarily optimise for search engines• It’s new, exciting change & future proofing
  • 5. Is SEO dead? NO - Evolving Move from an anonymous web to a web in which everybody has at least some idea of the reputation of an author
  • 6. Is SEO Dead? NO - EvolvingThe problem• Twitter & Facebook are private clubs• Google can only use signals it can see and can crawl
  • 7. The ripple effect All these ‘likes’ but who are the key influencers?• https://plus.google.com/ripples
  • 8. The ripple effect
  • 9. 3 key G+1 actions toimplement immediately
  • 10. 1. Put your keyword(s) in profile links
  • 11. • Show links page
  • 12. • Show links page
  • 13. • Not logged into Google• No backlinks• Ranking achieved using social signals and AuthorRank
  • 14. 2. AuthorRank Claim your content using -rel="author”TIP: If you post content on G+ this is taken care of for you
  • 15. 2. AuthorRank Claim your content• 3 step process for content: – Write quality content on your site and on third party sites that people want to share – Allow Google+ users to share and validate content on your site by adding the +1 button to your site – Use author markup (rel=”me” and rel=”author”) wherever you, to link your content and author page to your Google+ profile
  • 16. Setting up AuthorRank• Upload your photo – headshot• Verify the email address you’ll be associating with your content using Google’s process - http://digf.la/xxE4yT• Add any blogs for which you’ve written to the “Contributor To” section of your “About” page on G+
  • 17. Setting up AuthorRank• Then make sure each piece of content you write (no matter where) includes: – your name – a mailto link (“mailto: you@yourname.com”Google should then take care of the restNOTE: it may take some time to show in results
  • 18. Creates the rel=“me”
  • 19. Creates the link to ‘Aboutauthor’ on my site
  • 20. Verify what you’ve done• http://www.google.com/webmasters/tools/ric hsnippets
  • 21. Verify what you’ve done
  • 22. Finally…
  • 23. Increase the number of social signals linking back to your contentASK !!!
  • 24. Primary engagement only• Total +1s = 39,17,25 = 81• Total Comments = 145, 34, 33 = 212• Total shares = 34, 12, 31 = 78• These do not include secondary comments, +1s or reshares
  • 25. [/end]Qs ?