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Search & Social Collide & Merge
 

Search & Social Collide & Merge

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Is SEO dead? Well, SEO is more than SEO... it has expanded into social and The Search and Social worlds are becoming more and more closer. ...

Is SEO dead? Well, SEO is more than SEO... it has expanded into social and The Search and Social worlds are becoming more and more closer.

Gillian Muessig, the co-founder President on SEOmoz explores.

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  • We’re the world’s most popular provider of search marketing software, covering everything from technical SEO issues to social media monitoring, We serve SMBs to Fortune 100 enterprises with actionable information, community support, tools and monitoring platform to make search marketing faster, easier, and more effective. We don’t do any consulting.
  • The algorithms are more interested in what we’re talking (blogging, writing, chatting, tweeting, Facebooking, thinking) about than about the inbound links.
  • The algorithms are more interested in what we’re talking (blogging, writing, chatting, tweeting, Facebooking, thinking) about than about the inbound links. The Social Graph is cannibalizing the Link Graph. The Search Landscape is changing.
  • And it’s called: Inbound Marketing or Earned Media Marketing. The variety of places from which we get traffic today helps us segment our audience by interest, online behavioral habits, and comfort zones. People who spend a great deal of time in Facebook are comfortable with its interface and layout. If you’re creating content for a landing page for folks coming from Facebook, consider a layout and post(s) that will be a good segue between their Facebook experience and your site. Same goes for Twitter, YouTube, and other social network visitors.
  • The variety of places from which we get traffic today helps us segment our audience by interest, online behavioral habits, and comfort zones. People who spend a great deal of time in Facebook are comfortable with its interface and layout. If you’re creating content for a landing page for folks coming from Facebook, consider a layout and post(s) that will be a good segue between their Facebook experience and your site. Same goes for Twitter, YouTube, and other social network visitors.
  • The variety of places from which we get traffic today helps us segment our audience by interest, online behavioral habits, and comfort zones. People who spend a great deal of time in Facebook are comfortable with its interface and layout. If you’re creating content for a landing page for folks coming from Facebook, consider a layout and post(s) that will be a good segue between their Facebook experience and your site. Same goes for Twitter, YouTube, and other social network visitors.
  • The variety of places from which we get traffic today helps us segment our audience by interest, online behavioral habits, and comfort zones. People who spend a great deal of time in Facebook are comfortable with its interface and layout. If you’re creating content for a landing page for folks coming from Facebook, consider a layout and post(s) that will be a good segue between their Facebook experience and your site. Same goes for Twitter, YouTube, and other social network visitors.
  • They’re not pulling any punches; they’re calling it social search. And only Google+ results will be part of the fun. Others (read: twitter, facebook, linkedin, orkut. etc) need not apply. This is a Google only party.
  • Matt Cutts, head of Google’s Spam Team, gives his take on Google Plus in the SERPs.
  • Matt Cutts, head of Google’s Spam Team, gives his take on Google Plus in the SERPs.
  • I entered a search for SEO in order to create a screen capture. And I was captivated (pun intended) by the Google logo yesterday. So I clicked to see what it was about. Here’s what I saw….
  • Google + in the SERPs is just the latest iteration of the continuing movement towards personalization in the SERPs and social search.
  • Social media moves the needle on Awareness, Interest, and Desire. Only by the time we are completely sold do we kind of want to see personalized agnostic results so we are sure of finding the lowest cost, highest service provider TODAY (not necessarily yesterday when our friends may have purchased whatever it is).
  • While Google protests that users can turn off this enhanced level of personalization, in truth, very few people will do that. Most – even digital natives – can barely get around the web or conduct a reasonable search. They’ll just settle into this more intrusive and more personalized search environment.
  • While Google protests that users can turn off this enhanced level of personalization, in truth, very few people will do that. Most – even digital natives – can barely get around the web or conduct a reasonable search. They’ll just settle into this more intrusive and more personalized search environment.
  • While Google protests that users can turn off this enhanced level of personalization, in truth, very few people will do that. Most – even digital natives – can barely get around the web or conduct a reasonable search. They’ll just settle into this more intrusive and more personalized search environment.
  • While Google protests that users can turn off this enhanced level of personalization, in truth, very few people will do that. Most – even digital natives – can barely get around the web or conduct a reasonable search. They’ll just settle into this more intrusive and more personalized search environment.
  • While Google protests that users can turn off this enhanced level of personalization, in truth, very few people will do that. Most – even digital natives – can barely get around the web or conduct a reasonable search. They’ll just settle into this more intrusive and more personalized search environment.
  • While Google protests that users can turn off this enhanced level of personalization, in truth, very few people will do that. Most – even digital natives – can barely get around the web or conduct a reasonable search. They’ll just settle into this more intrusive and more personalized search environment.
  • Use game mechanics in your community marketing process. It’s about points and levels. Points ARE the reward. You need not make the points worth anything more than… points. ;-)
  • Provide a place for members to display who they are, promote their businesses, network with each other and support each other. That’s what communities DO. So let them do it.
  • Your customers have questions. Help them get answers. Provide them yourself and/or build a forum so they can help each other with answers. Reward the ‘best’ answers and answerers – these are your key communicators and Raving Fans.
  • Promote your new (and ongoing) community center. A REAL PERSON needs to run your community. ‘ [email_address] ’ is unacceptable. Keep a corporate, but personable profile and voice. Connect in a human manner and be prepared to manage unhappy as well as happy campers.
  • A focus on content creation, such as info-graphics, that will get lots of attention will get you added benefits of being well ranked in the SERPs and being in Google Suggest. If you’re not part of the suggest for your high-converting terms, you’re losing a lot of money. This is a real KPI
  • There’s no way around this one. You’ll need a superb graphic designer and that means you’ll need to pay him/her well. 99 Designs will get you off the ground, but it will only take you so far unless you discover a gem and engage them full time.

Search & Social Collide & Merge Search & Social Collide & Merge Presentation Transcript

  • Collision Course! Search and Social Collide and Merge Gillian Muessig | Founding President http://downloadurl
  • World’s most popular provider of search marketing software
  •  
    • Today’s Menu
    • Search Ranking Factors
    • Inbound Marketing
    • What Google Just Did
    • What Matt Likes
    • Case Study: What I Saw
    • Implications for Marketers
    • Take Aways
  • Search Ranking Factors
  • Search Ranking Factors 2009
  • Search Ranking Factors 2011 Link Signals Language Signals
  • Inbound Marketing
  • Cannibalization of the Link Graph MMM… LINK GRAPHS ARE DELICIOUS!
  • Inbound Marketing http://www.seomoz.org/blog/the-rich-get-richer-true-in-seo-social-all-organic-marketing Blogs + Blogging Comment Marketing News/Media/PR SEO Social Networks Word of Mouth Q+A Sites Forums Online Video Podcasting Webinars Research/White Papers Infographics Social Bookmarking INBOUND MARKETING! (AKA “free” traffic sources) Direct/Referring Links Type-In Traffic Email
  • Social Part of Inbound Marketing http://www.seomoz.org/blog/the-rich-get-richer-true-in-seo-social-all-organic-marketing Blogs + Blogging Comment Marketing News/Media/PR Social Networks Word of Mouth Q+A Sites Forums Online Video Podcasting Webinars Infographics Social Bookmarking INBOUND MARKETING! (AKA “free” traffic sources)
  • What Google Just Did
  • Well, well, well… http://googleblog.blogspot.com/2012/01/search-plus-your-world.html
  • Well, well, well… http://googleblog.blogspot.com/2012/01/search-plus-your-world.html
  • Wow! http://googleblog.blogspot.com/2012/01/search-plus-your-world.html Google-only
  • What Matt Cutts Likes
  • Matt Cutts likes finding himself http://www.mattcutts.com/blog/search-plus-your-world/
  • Matt Cutts likes finding himself http://www.mattcutts.com/blog/search-plus-your-world/ Hosted on Flickr, not Google+
  • Case Study – What I Saw
  • Case Study
  • I am easily distracted ;-)
  • Cool Medieval Guy
  • Cool Medieval Guy
  • Cool Medieval Guy
  • Cool Medieval Guy
  • Cool Medieval Guy
  • Cool Medieval Guy
  • Cool Medieval Guy
  • Implications for Marketers
  • Why? I like it here!
  • AIDA Funnel
  • You can turn it off -Google Yeah … sure you can.
  • Imlpications
    • Personalized, social commerce is here
  • Implications
    • You have less time to make a good first impression
  • Implications
    • The first impression is increasingly important
  • Implications
    • Brands are getting preferences in the SERPs – build one!
  • Take Aways
  • Build a Brand Community
    • Buy the most
    • Buy often
    • Read your news
    • Ask them to engage with you
    Identity Your Best Customers
  • It’s Just a Game, Love
  • I wanna be me-e-e-e-e!
  • Help, I’m drowning!
  • Make a great noise!
  • Make it Exclusive
  • Viral Targeted Content
  • Be Iconic
  •  
  • @SEOmom www.seomoz.org/blog [email_address] www.slideshare.net/