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SEM Meetup

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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