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Using Your Social Network for Higher Search Rankings<br />Rand Fishkin, CEO + Co-founder, SEOmoz<br />July 2011; Sao Paulo...
Direct Impacts of Social Networks on Search Rankings<br />
Direct Links from Social Profiles<br />Not all profile links are followed, but correlation data suggests even the nofollow...
Tweets Influencing Crawling + Rank<br />Tweets from powerful accounts that earn lots of RTs seem to act like links and hel...
Social / UG Content Targeting Long Tail Queries<br />A great example of this is Facebook comments, which you can make inde...
Second-Order Effects of<br />Social Media<br />
Links Created Due to Social Visibility<br />I’ve contributed on http://quora.com moderately over the past year and in addi...
Branding Impact<br />If you want everyone in the startup/hacker world to know your company, just get 5-6 pieces to the fro...
Positive User/Usage Data Signals<br /><ul><li> Time on Site
 # of Unique Visits
 Popularity Over Time
 Browse Rate
 CTR from SERPs</li></ul>Social traffic may have high bounce rate, but it shows engagement and builds familiarity, leading...
Influencing Personalized SERPs & Adding Social Proof<br />
+1s in the SERPs<br />Hello Social Proof!<br />These +1 counts only seem to show when a page has 500 or more +1s. More - h...
“My Social Circle” Results<br />Results from Google’s “My Social Circle.” To see results like this, just add “&tbs=frim:1”...
Social Annotations from Your Network<br />As great as http://www.everywhereist.com is, it doesn’t rank page one for this q...
The social connections appear to influence rank ordering.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-...
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...
Google crawls deeply to get social data and connections once you add a profile.<br />http:/googleblog.blogspot.com/2010/06...
Google Has Deep Social Network Spidering<br />Notice that Google crawls through one network to discover connections 2-3 “h...
Google+<br />A New Front in the Search & Social Mix<br />
9,737 followers on Google+. 1,708 followers on Facebook.<br />You can see more about the Google+ product via their demo he...
Google+ Still Has a Lot to Learn About Social<br />Facebook URL<br />Facebook.com/Rand.Fishkin<br />Twitter URL<br />Twitt...
Sharing on Google+ is a Bit Different<br />Via http://crosscutcommunications.com/wp-content/uploads/2011/07/Extendedcircle...
Mentions are Useful, but a Bit Hidden<br />Go to “Notifications” then use the menu to select “Mentions”<br />This, sadly, ...
FindPeopleonPlus is a Great Tool<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />Via ht...
7 Powerful Tactics to Improve Your Network’s Reach<br />
#1: Build a Social Sharing Email List<br />Connecting with like-minded, socially-networked friends to share and co-share c...
#2: Find Influencers w/ FollowerWonk<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />Fi...
#2.1: Find Influencers w/ GG Profiles<br />Google Profile search also rocks: http://www.seomoz.org/blog/dont-ask-sites-for...
#2.2: Find Influencers w/ LinkedIn<br />To make the most of this, you’ll want to use LinkedIn’s Advanced Search function: ...
#3: Solicit Contributions to Build Content<br />Rae’s interview featured expert-sourced questions AND answers, meaning she...
#4: Optimize What You Share through Analysis<br />Check out http://www.seomoz.org/blog/calculating-and-improving-your-twit...
#4.1: Optimize Time + Frequency of Sharing, Too<br />http://whentotweet.com can help with this part  Heard good things ab...
#5: Subscribe to Aggregators; Craft Great Headlines and Share<br />Sites like http://popurls.com, http://alltop.com, http:...
#6: Optimize Your Profiles, Pics + Bios<br />I’ve tested/optimized my profile picture (background color matters!), my bio ...
#7: Treat Your On-Site Shares as CRO<br />Via one of the web’s most brilliant data porn blogs: http://blog.okcupid.com/ind...
Overwhelmed by sharing!!<br />Every post on http://mashable.com has 23 unique links to share across 7 channels<br />
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Leveraging Social Media for SEO

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Transcript of "Leveraging Social Media for SEO"

  1. 1. Using Your Social Network for Higher Search Rankings<br />Rand Fishkin, CEO + Co-founder, SEOmoz<br />July 2011; Sao Paulo, Brazil<br />
  2. 2. Direct Impacts of Social Networks on Search Rankings<br />
  3. 3. Direct Links from Social Profiles<br />Not all profile links are followed, but correlation data suggests even the nofollows may add value.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />Via http://answers.onstartups.com, which uses the StackExchange platform.<br />
  4. 4. Tweets Influencing Crawling + Rank<br />Tweets from powerful accounts that earn lots of RTs seem to act like links and help even in the long term<br />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<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  5. 5. Social / UG Content Targeting Long Tail Queries<br />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<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  6. 6. Second-Order Effects of<br />Social Media<br />
  7. 7. Links Created Due to Social Visibility<br />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.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  8. 8. Branding Impact<br />If you want everyone in the startup/hacker world to know your company, just get 5-6 pieces to the frontpage of Hacker News.<br />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.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  9. 9. Positive User/Usage Data Signals<br /><ul><li> Time on Site
  10. 10. # of Unique Visits
  11. 11. Popularity Over Time
  12. 12. Browse Rate
  13. 13. CTR from SERPs</li></ul>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.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  14. 14. Influencing Personalized SERPs & Adding Social Proof<br />
  15. 15. +1s in the SERPs<br />Hello Social Proof!<br />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<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  16. 16. “My Social Circle” Results<br />Results from Google’s “My Social Circle.” To see results like this, just add “&tbs=frim:1” to the end of any Google query.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  17. 17. Social Annotations from Your Network<br />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.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  18. 18. The social connections appear to influence rank ordering.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />These annotations undoubtedly increase CTR, particularly if the source is trusted.<br />
  19. 19. 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!<br />When Google starts using latent (rather than active) network connections, social becomes even more powerful.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  20. 20. Google crawls deeply to get social data and connections once you add a profile.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />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<br />
  21. 21. Google Has Deep Social Network Spidering<br />Notice that Google crawls through one network to discover connections 2-3 “hops” away on another.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />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<br />
  22. 22. Google+<br />A New Front in the Search & Social Mix<br />
  23. 23. 9,737 followers on Google+. 1,708 followers on Facebook.<br />You can see more about the Google+ product via their demo here - http://www.google.com/intl/en/+/demo/<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  24. 24. Google+ Still Has a Lot to Learn About Social<br />Facebook URL<br />Facebook.com/Rand.Fishkin<br />Twitter URL<br />Twitter.com/randfish<br />Google+ URL<br />plus.google.com/u/1/111294201325870406922<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />Google themselves recommend usable, descriptive URLs, but fails on +<br />
  25. 25. Sharing on Google+ is a Bit Different<br />Via http://crosscutcommunications.com/wp-content/uploads/2011/07/Extendedcircles-2-1024x625.jpg<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  26. 26. Mentions are Useful, but a Bit Hidden<br />Go to “Notifications” then use the menu to select “Mentions”<br />This, sadly, means that, at least for now, mentioning someone on Plus won’t get their attention the way it can on Twitter<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  27. 27. FindPeopleonPlus is a Great Tool<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />Via http://www.findpeopleonplus.com/<br />
  28. 28. 7 Powerful Tactics to Improve Your Network’s Reach<br />
  29. 29. #1: Build a Social Sharing Email List<br />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!<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  30. 30. #2: Find Influencers w/ FollowerWonk<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />Finding influencers via http://www.followerwonk.com is awesomely easy.<br />
  31. 31. #2.1: Find Influencers w/ GG Profiles<br />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.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  32. 32. #2.2: Find Influencers w/ LinkedIn<br />To make the most of this, you’ll want to use LinkedIn’s Advanced Search function: http://www.linkedin.com/search<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  33. 33. #3: Solicit Contributions to Build Content<br />Rae’s interview featured expert-sourced questions AND answers, meaning she had only to curate: http://www.sugarrae.com/link-development/link-building-interview/<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  34. 34. #4: Optimize What You Share through Analysis<br />Check out http://www.seomoz.org/blog/calculating-and-improving-your-twitter-clickthroughrate for more on analyzing/improving your social sharing<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  35. 35. #4.1: Optimize Time + Frequency of Sharing, Too<br />http://whentotweet.com can help with this part  Heard good things about http://time.ly too<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  36. 36. #5: Subscribe to Aggregators; Craft Great Headlines and Share<br />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.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  37. 37. #6: Optimize Your Profiles, Pics + Bios<br />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)<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  38. 38. #7: Treat Your On-Site Shares as CRO<br />Via one of the web’s most brilliant data porn blogs: http://blog.okcupid.com/index.php/your-looks-and-online-dating/<br />
  39. 39. Overwhelmed by sharing!!<br />Every post on http://mashable.com has 23 unique links to share across 7 channels<br />
  40. 40. SEARCH<br />Isn’t Just “SEO” Anymore<br />
  41. 41. SOCIAL<br />Influences Further than You Think<br />
  42. 42. Combine + Conquer or Risk Losing to Those Who Do<br />News/Media/PR<br />SEO<br />Email<br />Research/White Papers<br />Blogs + Blogging<br />Infographics<br />Comment Marketing<br />Social Networks<br />Online Video<br />INBOUND MARKETING!(Find Your Audience Organically on the Web)<br />Webinars<br />Forums<br />Document Sharing<br />Social Bookmarking<br />Word of Mouth<br />Podcasting<br />Direct/Referring Links<br />Type-In Traffic<br />Q+A Sites<br />
  43. 43. Q+A<br />Rand Fishkin, CEO & Co-Founder, SEOmoz<br /><ul><li> Twitter: @randfish
  44. 44. Blog: www.seomoz.org/blog
  45. 45. Email: rand@seomoz.org</li></ul>You can now try SEOmoz PRO Free!<br />http://www.seomoz.org/freetrial<br />
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