Why Search Needs Social (Wappow)
Upcoming SlideShare
Loading in...5
×
 

Why Search Needs Social (Wappow)

on

  • 9,079 views

Rand Fishkin's presentation from the May 26th Wappow social media meetup. on why search engines need social data and how the two are merging together to create exciting opportunities for marketers.

Rand Fishkin's presentation from the May 26th Wappow social media meetup. on why search engines need social data and how the two are merging together to create exciting opportunities for marketers.

Statistics

Views

Total Views
9,079
Views on SlideShare
8,820
Embed Views
259

Actions

Likes
8
Downloads
214
Comments
4

13 Embeds 259

http://www.uniquevisitor.net 172
http://s1-suchmaschinenoptimierung.de 46
http://uniquevisitor.net 15
url_unknown 5
http://paper.li 4
http://feeds.feedburner.com 3
https://twitter.com 3
http://trunk.ly 3
http://www.slideshare.net 2
http://twitter.com 2
http://us-w1.rockmelt.com 2
http://www.onlydoo.com 1
http://www.twylah.com 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Why Search Needs Social (Wappow) Why Search Needs Social (Wappow) Presentation Transcript

  • Why Search Needs SocialAnd how marketers can gain a competitive advantage in bothDownload: http://bit.ly/mozsearchsocial
    Rand Fishkin, CEO & Co-founder, SEOmoz
    May 2011
  • A Little Google Algo History
    Maps + Local Results
    WebSpam Team
    Caffeine
    (Freshness + Speed)
    Sandbox
    2004
    2001
    2007
    2009-10
    1998
    2003
    2005
    2009
    2011
    Vince (Brands)
    Panda/Farmer
    PageRank
    Nofollow
    Florida Update
    Google’s had many other big shifts over the years, but I wanted to call out these specifically. See http://www.toddnemet.com/timeline/ for more.
  • What is Google Trying to Do?
  • Make Better Results
    I’m actually looking for a good grill for this summer. Google’s not very helpful.
    Unfortunately, none of these are comprehensive or accurate enough to fulfill what I’m looking for (and many use affiliate links, calling into question their motives.)
  • Why Social?
  • These results are quite good; mostly because I’m connected to people who share useful, interesting stuff in this niche. I need to find some grilling experts.
    Social signals – Facebook Likes, Shares, Comments; Twitter tweets; LinkedIn Status Updates; even references from smaller social platforms (Quora, StumbleUpon, Flickr, Blogs, etc.) can help Google gain more relevancy by showing what users really enjoy and share!
  • Let’s explore how search and social are merging and talk about some cool tactical wins for marketers, too.
  • Google’s Accounts Deliver Social Integration
    You can see and connect your own social accounts to your Google profile via https://profiles.google.com/connectedaccounts
  • Now When I Search…
    Geraldine’s blog is awesome, but it would never rank on page #1 for this query without the power of the social connection.
    You can see and connect your own social accounts to your Google profile via https://profiles.google.com/connectedaccounts
  • Bing Does this Too (at least with Facebook)
    More info on the Bing/Facebook integration: http://searchengineland.com/bing-now-with-extra-facebook-see-what-your-friends-like-52848
  • Wait… Doesn’t that mean?
  • Bigger Social Network +
    More Social Sharing
    =
    More Search Traffic & Better Rankings
  • That’s Not All…
  • Social Signals are Likely to Be Directly Influential, Too
    Controlling for links, social metrics are well correlated with higher rankings in Google. This strongly suggests a direct influence. More http://www.seomoz.org/blog/facebook-twitters-influence-google-search-rankings
  • Let’s Expand Our Network!
  • Using the query string parameter for profiles, you can find people to connect with across networks who will then see your shares in Google, e.g. http://www.google.com/search?tbs=prfl:e&q=seattle+blogger
  • FollowerWonk makes it easy to find and connect with Twitter users in the same fashion: http://followerwonk.com
  • Using http://bit.ly for tracking can help us see when/where we’re effective with shared content and track clicks that Analytics can’t. BTW – You can use + with goog.gl or bit.ly to see other people’s shared links, too, e.g. http://goo.gl/BMIGz+
  • Analytics on Socially Shared Links Matters
    By aggregating your metrics from bit.ly (and twitter/facebook/etc), you can see patterns that can suggest better ways to share content. More here: http://www.seomoz.org/blog/calculating-and-improving-your-twitter-clickthroughrate
  • Facebook Offers Direct Insights
    Speaking of analytics, Facebook’s Insights widget can be installed on your site to see data about your visitors who are logged into FB: http://www.seomoz.org/blog/4-facebook-marketing-tactics-you-might-not-know-about
  • Newer Networks Offer Outsized Returns
    Namesake is an emerging discussion network that looks very promising: http://namesake.com/
  • Newer Networks Offer Outsized Returns
    Answering a few questions on http://www.quora.com send us several hundred visits a month already
  • Tools like http://trunk.ly and http://summify.com can help you discover great content to share + spread, as well as learn what types of content performs well in your niche.
  • OKCupid has this awesome drop-over box after you finish reading, encouraging you to share.
    Ian Lurie’s blog uses a subtle, single message that “likes” his whole site’s profile, so that anything he shares in the future appears in your search results.
    Check out http://blog.okcupid.com/ and http://www.conversationmarketing.com to see these in action.
  • The Possibilities for Social + Search Synergies Have Never Been Better.
  • Download: http://bit.ly/mozsearchsocial
    Rand Fishkin, CEO & Co-Founder, SEOmoz
    • Twitter: @randfish
    • Blog: www.seomoz.org/blog
    • Email: rand@seomoz.org
    Try SEOmoz PRO free!http://www.seomoz.org/gopro