SEM Vancouver Meetup - Search and Social Tactical Social Media & Search Engine Optimization
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
What Has Gone Before The History of Google SEO + Social
Google’s Attempts to Crack Social
Orkut– Facebook Competitor. Successful only in India and Brazil.
Picasa – Like Flickr only less popular
Google Profiles – Not adopted by many mainstream users
Buzz – Like combining Twitter and Gmail. Under fire from the FTC.
Wave – Not sure even Google know what this is supposed to be
+1 – Who knows?
The fact remains that Google IS attempting to become more social
How Do We Know Social is Becoming Important to Search?
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
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)
Independent Studies Credit: seomoz.org
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
What’s Happening Now?
Search is Becoming More Social
Social Search Blended Into “Regular” Results
Different Kinds of Social Results Insert another image example of blended search
Other Social Results
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
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)
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
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.
What Can you Do Right Now?
How do you Prep your Site for SEO and Social (technical stuff)
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
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/
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”
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
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
What’s Wrong with .ly? Guess who ultimately controls the .ly TLD?
What’s Wrong with .ly? Guess who ultimately controls the .ly TLD? THIS GUY!
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
Build Your Social Presence and Engage
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
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
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
Target Your Tweets
Target Your Tweets Credit: http://danzarrella.com/bio
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
Create Great Content (works for SEO and Social)
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
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
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)
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
Types of Content Blogs Whitepapers eBooks Humor Interviews Case studies Videos Infographics Contests or quizzes Press Releases Buying Guides
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.
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
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”
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
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?)
Content is Still King
Links are Still Queen
But Social Shares are the Heir Apparent (Gratuitous Will & Kate Photo)
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/