Social Signals & Search PubCon Hawaii 2012

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The integration of search and social continues at a rapid pace. This session covers the signals that are being used by different sources for ranking, clout, and trust.

The integration of search and social continues at a rapid pace. This session covers the signals that are being used by different sources for ranking, clout, and trust.

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  • 1. Social Signals & Search Impacting Your Search Visibility Using Social Media Presented by: David Wallace CEO/Founder - SearchRank Twitter: @DavidWallace Hashtag: #pubcon
  • 2. Evolution of Search Marketing
    • In the Beginning…
    • On-Page Optimization - title tags, meta tags, header tags, optimized content,
    • image alt attributes
    Twitter: @DavidWallace Hashtag: #pubcon
  • 3. Evolution of Search Marketing
    • Addition of Google
    • Birth and Prominent Growth of Google necessitated the need for inbound links –
    • Link Popularity Building
    Twitter: @DavidWallace Hashtag: #pubcon
  • 4. Evolution of Search Marketing
    • Google Trying To Be Facebook
    • Now that Google wants to be a social site, social signals are an integral part of their search algorithm (Google+, SPYW).
    Twitter: @DavidWallace Hashtag: #pubcon
  • 5. Where We Are Now
    • SEO / Link Building + Content Marketing
    • While On-Page Optimization & Link Building are still essential ingredients, they alone are often not enough.
    • Google moving away from PageRank & focusing on social signals makes Content Marketing via Social Media another essential ingredient.
    • Content Marketing Examples - white papers, free guides, case studies, widgets, videos, and Infographics
    Twitter: @DavidWallace Hashtag: #pubcon Image courtesy of SEOmoz
  • 6. Infographic Marketing
    • While a relatively new term to Internet marketing, Infographics have been used
    • throughout history, even dating back to the cavemen.
    Twitter: @DavidWallace Hashtag: #pubcon
  • 7. Infographic Marketing – The Idea
    • It All Starts With a Great Idea
    • Every great piece of content has
    • to have its origin in the quality of
    • an idea which can be:
    • Time Sensitive (news / trends)
    • Resourceful
    • Entertaining
    • Historical
    • All of the Above
    Twitter: @DavidWallace Hashtag: #pubcon
  • 8. Infographic Marketing - The Idea
    • Time sensitive (today is Valentine's Day), it's resourceful (statistics on spending), it's entertaining and it's even provides some history .
    Twitter: @DavidWallace Hashtag: #pubcon
  • 9. Infographic Marketing – Research
    • Once you have a great idea in place, it’s time
    • to gather the research.
    • Depending on the nature of the
    • piece, your research may contain
    • Historical Facts
    • Current Data/Trends
    • Creative Ideas
    • If your Infographic revolves around historical
    • information or data/trends, you’ll want to
    • make sure you reference your citations in the
    • footer of the Infographic itself.
    Twitter: @DavidWallace Hashtag: #pubcon
  • 10. Infographic Marketing - Design
    • While I feel that a good idea itself is most crucial in the creation of Infographics,
    • the actual design is not far behind in importance.
    • Do you want your Infographic to stretch horizontally or vertically?
    • Will you display a smaller version of it or crop a section out?
    • Make sure format loads relatively quickly (.bmp, .png and .tiff bad idea)
    Twitter: @DavidWallace Hashtag: #pubcon
  • 11. Infographic Marketing - Publishing
    • What Is The Best Platform?
    • Publish On Domain You Wish To Benefit
    • Wordpress Blog – Best Platform
    • No Wordpress Blog? Make Sure Social Media Voting Buttons Are Included
    • Include “Embed This Code” To Help Earn Natural Links
    • Text or No Text?
    Twitter: @DavidWallace Hashtag: #pubcon
  • 12. Infographic Marketing - Promotion
    • How and Where?
    • The best days to promote - Tuesdays and Wednesdays.
    • The general nature of the piece will determine which social networks it will do best on. Most do very well on StumbleUpon .
    • Use StumbleUpon Paid Discovery to draw more attention to your Infographic.
    • If content is interesting, time-sensitive or controversial, it should do well on Reddit .
    • Share on Facebook & Twitter ; consider utilizing Facebook Ads & Sponsored Tweets.
    • Send an optimized press release via online PR sites such as MarketWire & PRWeb.
    • Beyond that, there are dozens of bookmarking sites including Infographic sites.
    • Having a large network of followers (influential status) will help promotion efforts.
    • If you lack influence, it might be wise to hire someone who does to share content.
    Twitter: @DavidWallace Hashtag: #pubcon
  • 13. Infographic Marketing - Promotion
    • Infographics Archives/Directories
    • Infographic Journal –
    • - (self-serving)
    • Pinterest – (self-serving)
    • InfographicsArchive -
    • Submit Infographics -
    • OMGInfographics -
    • The Infographics Showcase - ($100)
    Twitter: @DavidWallace Hashtag: #pubcon
  • 14. Infographic Marketing - Measure
    • Measure 3-4 Weeks After Publishing
    • Use Google Analytics or similar to see how many people visited the Infographic, learn where they came from and even discover what they did after landing on the page.
    • Utilize backlink checkers such as Raven Tools’ Backlink Explorer and SEOmoz’s Open Site Explorer to discover who has linked back to the piece.
    • Finally you’ll want to see how the content did on the most popular social networks . How many stumbles did it earn? Did it go “hot” on Digg? How many retweets or Facebook shares?
    Twitter: @DavidWallace Hashtag: #pubcon
  • 15. Social + Search Study Case
    • Pinterest – Online pinboard that allows users to organize and share graphical content which can include photos, cartoons, graphics, and even infographics.
    • Top Ten Reasons To Use Pinterest:
    • 1. It’s super fun
    • 2. It’s free
    • 3. It’s really easy to post (bookmarklet)
    • 4. Viral activity is primary to usage
    • 5. Has a more “general audience” than say Google+
    • 6. A top 100 site on the Internet
    • 7. It’s extremely sticky (super addictive)
    • 8. Content within boards is “followed” (for now anyway)
    • 9. It drives traffic (a lot of it)
    • 10. Has grown faster than any other web site in history *
    • *
    Twitter: @DavidWallace Hashtag: #pubcon
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  • 26. Key Takeaways
    • Social signals are now integral to the ranking algorithm. SEO and link building still essential but you need social signals as well!
    • Infographics are one of many ways to generate content that draws social signals
    • Infographics that are well thought out, well designed and marketed aggressively can do very well across social media platforms .
    • If you are not yet on Pinterest , what are you waiting for?
    Twitter: @DavidWallace Hashtag: #pubcon
  • 27. Thank You!
    • David Wallace
    • SearchRank
    • Twitter: @DavidWallace Facebook : SearchRank Pinterest: SearchRank Google+:
    • Search & Social Media Marketing Since 1997
    Twitter: @DavidWallace Hashtag: #pubcon