Search and Social Signals Pubcon 2011
Upcoming SlideShare
Loading in...5
×
 

Search and Social Signals Pubcon 2011

on

  • 1,036 views

My presentation on the Social Signals on Search panel, with Joe Hall, and Kris Jones. Covers how the search and social landscape has changed, search and social, and real-time marketing.

My presentation on the Social Signals on Search panel, with Joe Hall, and Kris Jones. Covers how the search and social landscape has changed, search and social, and real-time marketing.

Statistics

Views

Total Views
1,036
Views on SlideShare
1,036
Embed Views
0

Actions

Likes
0
Downloads
4
Comments
0

0 Embeds 0

No embeds

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

Search and Social Signals Pubcon 2011 Search and Social Signals Pubcon 2011 Presentation Transcript

  • Social Media Signals on Search November 8, 2011
  • iCrossing - Agency services
  • with clients including…
  • www.sempo.org www.dfwsem.org
  • SEMPO Toolkit – New Member benefit
    • $2,000 worth of products and services
    • Free with Individual membership or higher ($125 yr)
    • Valid for both new and renewing memberships
    Copyright iCrossing - Proprietary and Confidential bit.ly/SempoSignUp
  • A few stats
  • Popular Objectives for Social Media Marketing
    • Increased brand awareness and enhanced reputation is the most important objective for social media marketing, with just over half of company and agency respondents (both 51%) deeming it to be the top goal.
    • Improved customer service and satisfaction is a more significant objective for social media marketing than for SEO and PPC, with 34% of companies and 38% of agencies [Figure 20 and 21] saying that it’s among the top two goals for this type of marketing. There has been a significant increase in the proportion of companies saying that social media activity is primarily aimed at improving customer service and satisfaction, from 8% in 2010 to 13% this year.
    Source: State of Search Marketing Report 2011
  • Still search and social are widely treated as separate disciplines
    • While the proportion of companies who don’t carry out any social media marketing activity has declined from 18% in 2010 to 13% this year, 9% more respondents are treating social media and search engine marketing separately.
    • Search and social CANNOT be run as separate programs. Integration is key to success!
    Source: State of Search Marketing Report 2011
  • Add one more objective for social:
    • It helps your natural search presence
    Copyright iCrossing - Proprietary and Confidential
  • Social’s Impact on Search and SEO
  • Shift in Linking Measurement: Social impact on SEO
    • Links are the cornerstones of natural search algorithms
    • But influence of links has shifted greatly from webmasters and technical influencers, to the average Internet user
    • As a result, the social graph has taken a massive bite out of the link graph
    • Examples of this include:
      • Tweeting (not a direct link)
      • Publishing via blog CMS such as WordPress or Blogger
      • Rating, commenting, posting
      • Bookmarking
      • Etc.
    Copyright iCrossing - Proprietary and Confidential
  • Meet the Share Graph A new kind of social link graph
    • Search engine’s view of sharing activities across the social graph
    • Takes into consideration
      • Authority of the network sharer
      • Theme of the user, or related concepts of the network sharer
      • Depth of the network sharer’s network, and the authority of those in the network
      • Trustworthiness of the network sharer (in relation to the likelihood that they produce spam or low-quality content
      • Velocity of keyword usage across a network, and the spreading of that keyword or phrase over time though shared networks
      • Velocity of link being shared, over time, based on time frequency, volume, and level that it cascades though various networks
    • Kind of like a cross between the link graph and the social graph
    Copyright iCrossing - Proprietary and Confidential
  • Link network size expanded through social Before outreach After outreach
    • NetworkSense Map: # nodes indicates instances of a keyword or URL; the larger the node the more inbound links it has
    • The larger the network, the more mentions, inbound links and traffic point to each node
  • Social relevancy:
    • It’s just common-sense SEO
    … thinking like a search engine in social networks…. … sending social signals to search engines…
  • Social Relevancy: How engines are looking at Twitter
    • Consider the parallel aspects of websites, and Twitter accounts
    • Domain authority : username authority
    • Duplicate content : retweets
    • Blogging freshness : content freshness : microblogging freshness
    • Links : number of followers
    • Quality of links : Quality of followers
    • Inbound links vs. outbound links : ratio of followers in contrast to the number of people followed
    • Linking to bad : good neighborhoods
    • Themes of Twitter users
  • Social Relevancy: How engines are looking at people and companies as nodes
  • The value of approaching social with a search frame of mind Copyright iCrossing - Proprietary and Confidential
  • Google+
  • Velocity
    • Keyword search velocity: Google trends the rise and fall of keyword usage over time
    • Sharing: Google+ is tracking the speed of traffic by time-stamping every click
    • This helps determine “QDF” factors (“query deserves freshness”), and rank sites accordingly
    • +1-ing other sites adds a level of trust for others in your network
    • - Authoritative and aggregated plus-ones and shares will provide increased visibility for the sites being shared
    • Plus-one the pages you really like and would use
    • Add a +1 button to your content to encourage other Google+ users to spread the word, and send a signal
    • +1
  • Google+
    • “ Plus one annotated URLs receive 20% higher CTR in the SERPs.”
            • - Google
    Copyright iCrossing - Proprietary and Confidential
  • Google+ - The Bottom Line
    • Yes, marketers should become active in Google+
    • Google+ should be treated as a primary top-tier social network, in line with Twitter, Facebook, and LinkedIn
    • Social presence and network signals in Google+ will have an impact on standard web search
    • Engagement and outreach programs will be critical to search
    • Content production and promotion will be critical to success in Google+ and Google web search
    • Natural search tactics critical to social in terms of extending opportunities in networks
    • Search and social practitioners must become fully literate in both search and social to be successful
    • Google+ is about search+social, and this will be a core theme for marketers for some time to come
    • Continue to watch the Google+ story develop – this is just the beginning, and it will continue to change
  • A Final note: Search signals on social…
    • Google’s competitive advantage may be its technology, and making the social experience more relevant
    Copyright iCrossing - Proprietary and Confidential
  • Thank You.