How to Use Your Social Network for Higher Search Rankings
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How to Use Your Social Network for Higher Search Rankings

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Rand Fishkin's presentation from Mozcation Salt Lake City about leveraging your social networks to help boost your search rankings and traffic.

Rand Fishkin's presentation from Mozcation Salt Lake City about leveraging your social networks to help boost your search rankings and traffic.

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    How to Use Your Social Network for Higher Search Rankings How to Use Your Social Network for Higher Search Rankings Presentation Transcript

    • How to Use Your Social Network for Higher Search Rankings
      Rand Fishkin, CEO + Co-founder, SEOmoz
      June 2011; Salt Lake City
    • Direct Impacts of Social Networks on Search Rankings
    • Direct Links from Social Profiles
      Not all profile links are followed, but correlation data suggests even the nofollows may add value.
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      Via http://answers.onstartups.com, which uses the StackExchange platform.
    • Tweets Influencing Crawling + Rank
      Tweets from powerful accounts that earn lots of RTs seem to act like links and help even in the long term
      Check out these two: http://www.seomoz.org/blog/the-tweet-effect-how-twitter-affects-rankings-12781and http://www.seomoz.org/blog/tweets-effect-rankings-unexpected-case-study
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • Social / UG Content Targeting Long Tail Queries
      A great example of this is Facebook comments, which you can make indexable using: http://www.seomoz.org/blog/make-facebook-comments-box-indexable-by-search-engines
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • Second-Order Effects of
      Social Media
    • Links Created Due to Social Visibility
      I’ve contributed on http://quora.com moderately over the past year and in addition to the direct traffic, Moz now also earns nice links from folks who find us through those threads.
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • Branding Impact
      If you want everyone in the startup/hacker world to know your company, just get 5-6 pieces to the frontpage of Hacker News.
      Sites like http://news.ycombinator.com exist in virtually every tech-forward industry, and when they don’t; there’s a big opportunity for you to create/host them.
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • Positive User/Usage Data Signals
      • Time on Site
      • # of Unique Visits
      • Popularity Over Time
      • Browse Rate
      • CTR from SERPs
      Social traffic may have high bounce rate, but it shows engagement and builds familiarity, leading to greater trustworthiness and all the accompanying metrics Google now uses w/ Panda.
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • Influencing Personalized SERPs & Adding Social Proof
    • +1s in the SERPs
      Hello Social Proof!
      These +1 counts only seem to show when a page has 500 or more +1s. More - http://searchengineland.com/confirmed-google-showing-1-counts-to-logged-out-users-82800
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • “My Social Circle” Results
      Results from Google’s “My Social Circle.” To see results like this, just add “&tbs=frim:1” to the end of any Google query.
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • Social Annotations from Your Network
      As great as http://www.everywhereist.com is, it doesn’t rank page one for this query unless I’m logged in and following Geraldine on Twitter.
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • The social connections appear to influence rank ordering.
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      These annotations undoubtedly increase CTR, particularly if the source is trusted.
    • Hang on a tic... How did they know I’m connected to Kalena on Facebook?! I haven’t yet added Facebook to my Google account!
      When Google starts using latent (rather than active) network connections, social becomes even more powerful.
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • Google crawls deeply to get social data and connections once you add a profile.
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      Read more here http://www.seomoz.org/blog/social-annotations-in-search-now-your-social-network-rankings and see your socially connected data via http://www.google.com/s2/search/social?hl=en#socialcontent
    • Google Has Deep Social Network Spidering
      Notice that Google crawls through one network to discover connections 2-3 “hops” away on another.
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      Read more here http://www.seomoz.org/blog/social-annotations-in-search-now-your-social-network-rankings and see your socially connected data via http://www.google.com/s2/search/social?hl=en#socialcontent
    • Whatever this Becomes:
      You can see more about the Google+ product via their demo here - http://www.google.com/intl/en/+/demo/
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • 7 Powerful Tactics to Improve Your Network’s Reach
    • #1: Build a Social Sharing Email List
      Connecting with like-minded, socially-networked friends to share and co-share content makes good sense, and can be totally white hat. You’ll learn a lot, too!
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • #2: Find Influencers w/ FollowerWonk
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      Finding influencers via http://www.followerwonk.com is awesomely easy.
    • #2.1: Find Influencers w/ GG Profiles
      Google Profile search also rocks: http://www.seomoz.org/blog/dont-ask-sites-for-links-find-people-and-connect. Just use &tbs=prfl:e to the end of any Google query to see them.
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • #2.2: Find Influencers w/ LinkedIn
      To make the most of this, you’ll want to use LinkedIn’s Advanced Search function: http://www.linkedin.com/search
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • #3: Solicit Contributions to Build Content
      Rae’s interview featured expert-sourced questions AND answers, meaning she had only to curate: http://www.sugarrae.com/link-development/link-building-interview/
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • #4: Optimize What You Share through Analysis
      Check out http://www.seomoz.org/blog/calculating-and-improving-your-twitter-clickthroughrate for more on analyzing/improving your social sharing
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • #4.1: Optimize Time + Frequency of Sharing, Too
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://whentotweet.com can help with this part 
    • #5: Subscribe to Aggregators; Craft Great Headlines and Share
      Sites like http://popurls.com, http://alltop.com, http://summify.com, http://reddit.com and other aggregators can help you ID the types of content, headlines and sources that work well.
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • #6: Optimize Your Profiles, Pics + Bios
      I’ve tested/optimized my profile picture (background color matters!), my bio (a bunch of times – accuracy and hint of what’s to come helps) and my URL (randfishkin.com probably does better)
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • #7: Treat Your On-Site Shares as CRO
      Via one of the web’s most brilliant data porn blogs: http://blog.okcupid.com/index.php/your-looks-and-online-dating/
    • Overwhelmed by sharing!!
      Every post on http://mashable.com has 23 unique links to share across 7 channels
    • SEARCH
      Isn’t Just “SEO” Anymore
    • SOCIAL
      Influences Further than You Think
    • Combine + Conquer or Risk Losing to Those Who Do
      News/Media/PR
      SEO
      Email
      Research/White Papers
      Blogs + Blogging
      Infographics
      Comment Marketing
      Social Networks
      Online Video
      INBOUND MARKETING!(Find Your Audience Organically on the Web)
      Webinars
      Forums
      Document Sharing
      Social Bookmarking
      Word of Mouth
      Podcasting
      Direct/Referring Links
      Type-In Traffic
      Q+A Sites
    • Q+A
      Rand Fishkin, CEO & Co-Founder, SEOmoz
      • Twitter: @randfish
      • Blog: www.seomoz.org/blog
      • Email: rand@seomoz.org
      You can now try SEOmoz PRO Free!
      http://www.seomoz.org/freetrial