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  • Videos are also “social” results appearing in universal results plus #1 result is also from someone in my network.
  • Not just regular search results but for branding, social profiles can fill up first page of SERPs - ORM.
  • The ranking impact will be different based on how strong your connections are, and different people will see different results
  • Keep control of your urls. Make them short or shorten them yourself. Even if there’s no problem with the gov’t, shorteners go out of business or go down.
  • Stat from HP Labs study

Transcript

  • 1. SEM Vancouver Meetup - Search and Social
    Tactical Social Media & Search Engine Optimization
  • 2. Who Am I?
    10 years of online marketing and product merchandizing experience in e-commerce
    Worked in all facets of online marketing with a focus on SEO, Social and Content
    Currently with Reinvent an in-house incubator for one of the largest domainers in the world
    Currently evaluating and preparing domains for launch in several different verticals
    Run my own SEO consulting business
  • 3. What Has Gone Before
    The History of Google SEO + Social
  • 4. Google’s Attempts to Crack Social
    • Orkut– Facebook Competitor. Successful only in India and Brazil.
    • 5. Picasa – Like Flickr only less popular
    • 6. Google Profiles – Not adopted by many mainstream users
    • 7. Buzz – Like combining Twitter and Gmail. Under fire from the FTC.
    • 8. Wave – Not sure even Google know what this is supposed to be
    • 9. +1 – Who knows?
    • 10. The fact remains that Google IS attempting to become more social
  • How Do We Know Social is Becoming Important to Search?
  • 11. Google Says So
    “For Googlers on the Company Plan, the multiplier has both an upside and a downside. It can range from 0.75 to 1.25 depending on how well we perform against our strategy to integrate relationships, sharing and identity across our products. If we’re successful, your bonus could be up to 25% bigger. If not, your bonus could be as much as 25% less than target. We all have a stake in the success of this effort and this multiplier is designed to reflect that.”*
    “Sometimes it’s easier to find exactly what you’re looking for when someone you know already found it.”
    *Source searchengineland.com/report-google-ceo-page-ties-bonuses-to-social-success-reorganizes-google-mgmt-team-72197
    Image Source: Forbes.com
  • 12. Panda Update
    Google update aimed at “low quality” sites
    Huge e-commerce site (nameless) pages that were tweeted were saved by authoritative tweets
    Ehow / Demand media may have been saved in part by social (the first time around)
  • 13. Independent Studies
    Credit: seomoz.org
  • 14. What about Bing?
    Bing created an alliance with Facebook
    Enables Bing users to see whether their friends like certain pages
    Bing is using Likes and Shares to rank pages
    In theory adding the FB Like function may lead to more search referrals
    Bing – Yahoo passed 30% market share recently
    Lack of Facebook integration might be part of why Google is slipping
  • 15. What’s Happening Now?
  • 16. Search is Becoming More Social
  • 17. Social Search Blended Into “Regular” Results
  • 18. Different Kinds of Social Results
    Insert another image example of blended search
  • 19. Other Social Results
  • 20. What’s Happening Now?
    Social Connections Might Boost Pages
    Depends on your relationships with “promoters”
    Also depends on how authoritative those promoters are
    Now content shared by, not just created by your network gets promoted
    Moving to content “liked” by your network being promoted
    Moral? Make friends with promoters, authorities, and influencers
  • 21. Does Facebook Influence Search?
    Facebook “Likes” and “Shares” Not Included on Google For Now
    Google can access Pages on Facebook but not wall updates (Bing can)
    Google wants access to Facebook’s data w/o giving up it’s own
    Stalemate (for now)
  • 22. It’s all About the Tweets
    Without Facebook Like data what else is Google using?
    Tweets are acting as the best proxy Google can get for Likes
    Also pulling from several other networks
    Twitter has far less adoption and less rich data that Facebook
  • 23. Other Social Sharing Sites
    Digg
    StumbleUpon
    Reddit
    Etc.
    Not seeing these affect SERPs
    Good for traffic and visibility which can lead to Tweets, links, and likes.
  • 24. What Can you Do Right Now?
  • 25. How do you Prep your Site for SEO and Social (technical stuff)
  • 26. Get a Blog
    Set up a corporate blog
    Use WordPress
    An easy place to post new content
    Passes link equity and traffic back to main site
    Gets indexed quickly
    It’s cheap and easy
    Easy to use & configure
    Easy to integrate social sharing and monitoring
    Lots of premade plugins
    Easy to collaborate on content
  • 27. WP Plugins
    fbLikeButton- http://wordpress.org/extend/plugins/fblikebutton/
    Postrank - http://labs.postrank.com/top_posts
    Slug Trimmer - http://pietersz.co.uk/
    Tweet This - http://richardxthripp.thripp.com/tweet-this/
    Tweet Old Post - http://wordpress.org/extend/plugins/tweet-old-post/
    WordPress SEO - http://yoast.com/wordpress/seo/
    WP Twitter Button - http://wordpress.org/extend/plugins/wp-twitter-button/
    Bonus Plugins
    Insights – http://wordpress.org/extend/plugins/insights/
    Yet Another Related Posts Plugin - http://wordpress.org/extend/plugins/yet-another-related-posts-plugin/
    Search Meter - http://wordpress.org/extend/plugins/search-meter/
  • 28. On-Site Social Sharing
    Sharing plugins and widgets on main site
    Implement on your own if you can (some plugins can be slow)
    Standard twitter button is good. I’d use it over Tweetmeme
    http://twitter.com/about/resources/tweetbutton
    Even Tweetmeme says “We recommend using the Twitter Tweet Button. You can find more details about it on the Twitter goodies page. If you want to use the TweetMemeRetweet Button, you can find out how to install it below.”
    FB Like button
    https://developers.facebook.com/docs/reference/plugins/like/
    Save other social sharing like Digg and StumbleUpon for pure “content”
  • 29. URLs
    Sometimes shorter is better
    No www (http://example.com)
    Make them meaningful
    Good - http://blackfriday.com/spring-black-friday/
    Not so good - http://www.example.com/webapp/wcs/stores/servlet/HomePageView?langId=-1&storeId=10951&catalogId=1003
  • 30. URL Shorteners
    If you can, build your own shortener
    http://outspokenmedia.com/branding/how-to-easily-create-your-own-url-shortener-with-wordpress/
    http://code.google.com/p/phurl/
    Why? Control your own destiny
    Bit.ly, Ow.ly
    Twitter has moved away from Bit.ly to t.co
  • 31. What’s Wrong with .ly?
    Guess who ultimately controls the .ly TLD?
  • 32. What’s Wrong with .ly?
    Guess who ultimately controls the .ly TLD?
    THIS GUY!
  • 33. Page Speed, Hosting & Mobile
    More social is consumed on mobile than desktops
    Have a mobile CSS
    Build social sharing into your apps
    Make your pages load fast (or mobile users will leave)
    Google has stated that page speed is now a ranking factor
    Prepare your hosting company for potential traffic
  • 34. Build Your Social Presence and Engage
  • 35. Build Your Social Presence and Engage
    Become authoritative
    Create great content and promote it
    PR pitches
    Guest blogging
    If you haven’t started it’s not too late (but start NOW!)
    Build social profiles on Twitter, Facebook, and other sharing sites and engage influential users
  • 36. Building Your Twitter Profile
    Follow others
    Help without expectations
    Engage in conversations with no agenda
    Look for authorities to engage with but don’t go right to the “stars”
    Tweet frequently
    Some good tools for this are: Wefollow, Twillow, Klout
  • 37. Building Your Twitter Profile
    Promote other people’s content
    DON’T talk about yourself. Talk about them.
    Once you establish a network selectively ask for RTs
    Don’t just ask on Twitter, use contests, email, etc. to ask for Tweets
    …and of course create great content worth retweeting!
    Only 1 in 318 URLs get retweeted, make sure yours are worth it
    Don’t forget to build a decent Twitter page with a real avatar and bio
  • 38. Target Your Tweets
  • 39. Target Your Tweets
    Credit: http://danzarrella.com/bio
  • 40. It’s all about the Tweets
    Retweets are The New Link Building
    Twitter data plays a role in web search
    Who you are perceived to be matters
    Google has a “trust” or “authority” rank for people
    Get your pages retweeted by authorities and they will rank better
  • 41. Create Great Content
    (works for SEO and Social)
  • 42. Know What Interests Your Audience
    Know your audience (they won’t share if it’s not relevant)
    Research what’s relevant
    What’s trending on twitter?
    Monitor conversations
    Check the big social sharing sites like Reddit, Digg, and StumbleUpon
    Follow or stalk your competitors
    Check Comscore and Quantcast
    Conduct surveys (SurveyMonkey, Constant Contact, 4Q)
    Talk to your customers
    Do your keyword research
  • 43. Build Your Platform
    Learn how to write great titles!
    Use titles to populate tweet copy
    Only 140 characters total
    RetweetInfo = 21 characters
    Title = 98 characters
    Shortened URL = 21 characters
    Google only displays about 60 characters for titles anyway
  • 44. Build Your Platform
    Use your brand and URL in your tweets for branding and an extra clickable link (in TweetDeck)
    “Best Buy Black Friday Tips http://t.co/uP0Btv6 via BlackFriday.com”
    Keywords near the front of the title
    Put your content on your main domain (Fight with IT if you have to)
  • 45. 12 Surefire Ways to Write a Great Title
    Tips & Tricks – “Tips & Tricks to Save Big on Your Taxes”
    Top X Anything – “Top 13 Things You Don’t Know About Kate Middleton”
    X Ways to … - “27 Ways to Drive Your Man Wild in Bed”
    Who Else wants X? - “Who Else Wants to Get More Traffic for Their Site?”
    The Secret to X – “The Secret of Selling Anything to Anyone”
    Be Blunt – “Trump Denies Obama is American”
    How to This and That – “How to Win Friends and Influence People”
    Current – “Inside the Royal Honeymoon”
    Worry People – “The One Thing You Should Never Mix with Caffeine”
    Look at what content has been popular before
    Check tried and true sources
    http://www.copyblogger.com/magnetic-headlines/ - 11 Part Series
  • 46. Types of Content
    Blogs
    Whitepapers
    eBooks
    Humor
    Interviews
    Case studies
    Videos
    Infographics
    Contests or quizzes
    Press Releases
    Buying Guides
  • 47. Give the People What They Want
    Goal used to be to get people to link now it’s also to get people to share
    How does that affect your content strategy?
    What kind of content to people link to? What kind do they share?
    Maybe more entertaining, controversial, opinionated, rather than informational, educational.
  • 48. http://blog.builddirect.com/redneck-home-remodels
  • 49. https://twitter.com/#!/IJasonAlexander/statuses/62989037304168448
  • 50.
  • 51.
  • 52.
  • 53.
  • 54. How Do You Get Content Ideas?
    Spy on competitors
    Brainstorm
    Keyword research
    Ask customers and employees
    Monitor social sites
    Look at magazines
    Mine your site search
    Google Trends
    Google analytics
  • 55. Sounds Simple…
    Build a network of influential people
    Create great, interesting, and useful content
    Get them to Tweet , RT, Like and Share
    Prepare for the future
    Bonus Tip:
    It may make sense to have more than one online “persona”
  • 56. What’s New?
  • 57. Google +1
    Google +1 on SERPs and ads right now
    +1 Button has just arrived
    Response to Facebook Like
    Probably also to promote Google profiles
    Why it may not work…
    Not much Google has done in social has
    Based on search information not more holistic information like FB
    Only seen during searches
    Users spend less time on Google than FB
    Google’s network isn’t as big
    Try it anyway – Low risk with possible reward
  • 58. After +1 ???
    Google will likely need to come to some understanding with FB
    No love from FB Likes or Shares (probably)
    “Social Rank” won’t replace Page (link) rank but it will add to it
    Google will continue to look to find ways to leverage user behaviour and user voting
    WWGD? (If you owned Google, what would you do?)
  • 59. Content is Still King
  • 60. Links are Still Queen
  • 61. But Social Shares are the Heir Apparent
    (Gratuitous Will & Kate Photo)
  • 62. Bonus: Favourite Tools and Apps
    HootSuite - http://hootsuite.com/
    TweetDeck - http://www.tweetdeck.com/
    Raven Tools - http://raventools.com/
    PostRank- http://www.postrank.com/
    SEOBook - http://tools.seobook.com/
    SEOmoz Open Site Explorer - http://www.seomoz.org/
  • 63. Thank You!
    Contact Me:
    Rob Woods
    rob@robwoods.org
    rwoods@reinvent.com
    Twitter: @robdwoods
    Skype: rob.d.woods
    Linkedin: http://www.linkedin.com/in/robwoods