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.

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Social Signals & Search PubCon Hawaii 2012

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