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The Impact of Social Media on SEO
 

The Impact of Social Media on SEO

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The growing influence of social media on SEO (search engine optimization) and the ability of your content to rank well in search engines. Focuses on a demonstration of the tested power of Google+ and ...

The growing influence of social media on SEO (search engine optimization) and the ability of your content to rank well in search engines. Focuses on a demonstration of the tested power of Google+ and Google Author Rank.

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  • Thanks for the overview Mark.. I now have all the 'stuff connected' but you still out rank me when you share MY posts... I'm guessing that once all the things are properly connected, then it comes down to a popularity contest (assuming we are both posting in the same 'topical space') you have more followers/+1's/shares than I.
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  • Good Basic overview of marketing, seo and social media
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    The Impact of Social Media on SEO The Impact of Social Media on SEO Presentation Transcript

    • The Impact of Social Media on SEO Mark Traphagen Virante Inc. Morrisville NC
    • Mark TraphagenDirector of Social Media MarketingVirante Inc. - Morristown NCmtraphagen@virante.com@marktraphagenprofiles.google.com/trappermark
    • Until fairly recently, search engines like Google relied largely on links between sites to determine whatshould rank highest for particular search "keywords." At the simplest level, a link from another site islike a vote for the site receiving the link. It wasnt long before site owners and SEO (Search EngineOptimization) practitioners began to "game" this system by creating artificial links (paid links, linkexchange networks, etc.). Search engines found themselves locked in a never-ending arms race to tryto sniff out an devalue such artificial linking. As the social web emerged, the search engines realized itprovides an opportunity for a new source of "votes" it could mix with traditional links.
    • 1 MILLION LINKS SHARED Every 20 MinutesSocial media sites such as Facebook are a rich source of links shared (mostly) by real people.
    • 90 MILLION TWEETS/DAY 25% Have LinksIn addition to shared links, social media users also "vote" for sites they find valuable by "liking" or"+1ing" them, by commenting on or about them, or by otherwise recommending them to their friendsand contact. These also are valuable signals that search engines can use to learn what web contentreal people think is valuable on any given topic.
    • More and more studies are emerging that show, with each passing month, higher and highercorrelation between social media activity and sites that rank well in search engine results. Whencombined with explicit statements from search engine companies that they will be making more andmore use of social signals, the value moves beyond mere correlation.
    • At this point it is undeniable that social media has an effect on search engine results, and that thateffect will only be increasing in the years ahead. The remaining questions to be explored are in thearea of which social media results have the most impact, and how do they generate that impact.In order to present the most dramatic example of these effects in action, well concentrate theremainder of this talk on Googles ambitious Google+ project, as well as its personalized search andauthor rank endeavors.
    • Most people, including many social media experts, have failed to see the value of Google+. On thesurface, it appears to be just another social network, late to the game, and with features not all thatdifferent from the other major players. Why then has Google not backed off an inch from its stated goalof making Google "all about Google+"? Is there more to Google+ than meets the eye?
    • 5 Google+ Search Tests 1. Easter Basket - Nothing But Net 2. The Eveready Battery ("It keeps going...") 3. Beating Ben Parr 4. Battle of the Google+ Titans 5. Outrocking a Rock StarI was on Google+ from its third day, and quickly realized its potential given Googles stated goal to tieunique identities of Google users with search results. Ive dedicated the past 10 months to activelybuilding a powerful Google+ and Google author profile, and then testing its ability to affect Googlesearch results. Here are just five of the many results Ive seen.
    • 5 Google+ Search Tests 1. Easter Basket - Nothing But Net 2. The Eveready Battery ("It keeps going...") 3. Beating Ben Parr 4. Battle of the Google+ Titans 5. Outrocking a Rock Star
    • Recently I experimented with a Google+ post using a keyword that had become very competitive inyears past in the weeks right before Easter. As you can see, I was able to rank #1 for it (and within afew minutes of posting!). More amazingly, the post remained in the top 12 results right up throughEaster Day. This sort of impact would never have been possible before with a social media post. (Bythe way, all results shown in these slides are outside of a logged-in Google account, so unaffected bypersonalized search.)
    • 5 Google+ Search Tests 1. Easter Basket - Nothing But Net 2. The Eveready Battery ("It keeps going...") 3. Beating Ben Parr 4. Battle of the Google+ Titans 5. Outrocking a Rock Star
    • Feb 6, 2012Heres a Google+ post ranking high for "google+ page analytics," a fairly competitive term. Itsremained at the top for almost three months now.Notice in this post that I am getting the Google "author rich snippet" that makes my result stand outfrom others, even further down the page. More about this later. It gives me an author photo, a bylinelink to my Google+ profile, my Google+ follower count (a "trust mark"), and a link to a dedicated searchpage with related results only from my content!
    • 5 Google+ Search Tests 1. Easter Basket - Nothing But Net 2. The Eveready Battery ("It keeps going...") 3. Beating Ben Parr 4. Battle of the Google+ Titans 5. Outrocking a Rock Star
    • Still #1 3 Months Later!Heres a nice little "bragging rights" result, where I outranked (and still do) Ben Parr, the editor-in-chiefat the time of Mashable, the most widely read social media news site on the Internet. How did I do it? Ibelieve it is because I have built a profile that has lots of "trust votes" from other Google users towardme on this topic area, whereas this was just a passing topic for Ben.
    • 5 Google+ Search Tests 1. Easter Basket - Nothing But Net 2. The Eveready Battery ("It keeps going...") 3. Beating Ben Parr 4. Battle of the Google+ Titans 5. Outrocking a Rock Star
    • Another example to demonstrate that topical relevancy of the content poster outranks other considerations. In this example, the original content was posted by Peter McDermott (third result down). Three of us who reshared his post ranked for the main keyword at the top of Google search. At the time this image was captured, our rankings were actually in inverse proportion to our Google+ follower10,500 counts! At the time, Thomas Power and I had profiles that emphasized Google+ and related topics. Our topical relevancy26,188 gave us a boost in the search rankings, even over the original creator of the content.43,56081,000
    • 5 Google+ Search Tests 1. Easter Basket - Nothing But Net 2. The Eveready Battery ("It keeps going...") 3. Beating Ben Parr 4. Battle of the Google+ Titans 5. Outrocking a Rock Star
    • Why is my ugly mug covering up this lovely lady? Only because I was able to outrank her for one ofher own posts for a significant keyword, and she is a verified, certified social media Rock Star.The lovely face belongs to Mari Smith, the "queen of Facebook marketing." She is one of the best-known and most-followed people in my business. Although Facebook is her wheelhouse, she hasembraced Google+ and its community as well, and believes in its value.The story of how I outranked her led me to what I believe is the Secret Sauce of the Google+ project.
    • Heres the top search results from a couple of months ago for the keyword "fastest growing facebookpages." It caught my eye because of the link text Google assigned it: "Wowee!!!!" ??? I dont write likethat. What gives?
    • Heres my actual post on Google+ (the one linked to in the search result on the last slide). Notice mypost is a re-share of Mari Smiths post, and the text for which I ranked was from her post. Not only did Ioutrank Mari for this content....her post was nowhere to be seen in the search results.
    • 6x More Followers!I had to ask, whats up with that? At the time of this result, Mari had six times more followers than me(and was 12 times more pretty!). And she was certainly way better known across the web.
    • I ran one of Maris blog posts from her own web site through Googles Rich Snippets Testing Tool (http://www.google.com/webmasters/tools/richsnippets). It confirmed what Id suspected: Maris online content wasntconnected to her Google+ profile. She was not getting full credit for her topical authority with Googlesearch.
    • Ive seen it time and again: I am able to outrank people for my key topic areas in Google search, evenif they have ● A huger reputation ● Way bigger followings across social media ● A ton more traditional links to their sitesHow?There has been one consistent commonality in all these cases: I have all my online contentconnected to my Google+ profile with Googles verified authorship markup, and they dont.I believe that this connection, combined with consistently posting high quality content focused onmy main topic areas -- content that gets shared, liked, +1ed, re-tweeted etc. -- has earned metopical trust with Google in those content areas.And when I look at the organic search visit analytics for my main blog, it appears that this "author rank"may already be providing a boost to not only my Google+ posts, but all my online, on-topic content.(For more on how Google may use Author Rank, see http://www.blindfiveyearold.com/author-rank)
    • You too can learn to play!
    • 3 Ways to Get Google+Working for You NOW 1. Optimize Your Google+ Profile/Page 2. Connect Your Content to Google+ 3. Post, engage, rinse, repeat
    • 1. Optimized G+ Profile Name you use across the web Keywords you want to rank for Sites where youre active
    • 3 Ways to Get Google+Working for You NOW 1. Optimize Your Google+ Profile/Page 2. Connect Your Content to Google+ 3. Post, engage, rinse, repeat
    • 2. Author Verification Connect all your online original content to your Google+ profile so Google can give you Author Rank credit for it. Complete instructions at: bit.ly/gplusauthor
    • 3 Ways to Get Google+Working for You NOW 1. Optimize Your Google+ Profile/Page 2. Connect Your Content to Google+ 3. Post, engage, rinse, repeat
    • 3. Post & EngageWhile actually posting on Google+ is not absolutely necessary to take advantage of Google AuthorRank, my experience and testing seem to indicate that actively and regularly posting on G+ in your keytopic areas contributes to your topical authority. Also, Google+ posts that are heavily engaged (+1s,comments, re-shares) seem to have more staying power in the search results.
    • Mark TraphagenDirector of Social Media MarketingVirante Inc. - Morristown NCmtraphagen@virante.comvirante.com/blog@marktraphagen on Twitterprofiles.google.com/trappermark My Google+ Guides: bit.ly/gplusguides