The Coming Together of Search & Social

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Presentation given at Digital Atlanta about the four ways social media can positively impact SEO, and the three ways search marketing can influence social media. Includes tactics viewers can take back …

Presentation given at Digital Atlanta about the four ways social media can positively impact SEO, and the three ways search marketing can influence social media. Includes tactics viewers can take back to their desk and implement, as well as additional resources.

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  • Digital Shelf strategy
  • Digital Shelf strategy
  • In the last 6 weeks, Facebook business pages with 5000+ likes will be able to target their posts based on demographics (gender, education, age, location).
  • In the last six weeks, Twitter announced the launch of interest-based targeting for advertisers using Promoted Tweets & Promoted Accounts. There are over 350 interest categories available, ranging from “law, government & politics” to “life stages” to “movies and television”.

Transcript

  • 1. www.ProminentPlacement.com THE COMING TOGETHER OF SEARCH & SOCIAL Presented by Stacy Williams Digital Atlanta October 10, 2012 @StacyWms #DigATL @ProminentPlcmnt © Copyright 2012 Prominent Placement, Inc. All rights reserved.
  • 2. WHO AM I?  CEO of Prominent Placement, Inc. (PPI)  President of SEMPO Atlanta  SEO since 1998  Marketing >20 years  Degrees in Business/Marketing and Communications Management  PPI is a full-service search engine marketing agency  Nearing our 12th anniversary@ProminentPlcmnt @StacyWms #DigATL www.ProminentPlacement.com © Copyright 2012 Prominent Placement, Inc. All rights reserved.
  • 3. AGENDA  Social Media can positively impact SEO  Content  Links  Social Signals (Votes)  Search Queries & Keywords  Search Marketing can influence Social Media  Pay-Per-Click  Keyword Research & Content  Social Media Sites Acting Like Search Engines  Tactics you can take back to your desk  Additional Resources@ProminentPlcmnt @StacyWms www.ProminentPlacement.com © Copyright 2012 Prominent Placement, Inc. All rights reserved.
  • 4. CONTENT – FOR ALL SEARCHERS@ProminentPlcmnt @StacyWms www.ProminentPlacement.com © Copyright 2012 Prominent Placement, Inc. All rights reserved.
  • 5. CONTENT – FOR YOUR FRIENDS Search, plus Your World@ProminentPlcmnt @StacyWms www.ProminentPlacement.com © Copyright 2012 Prominent Placement, Inc. All rights reserved.
  • 6. CONTENT – FOR YOUR FRIENDS@ProminentPlcmnt @StacyWms www.ProminentPlacement.com © Copyright 2012 Prominent Placement, Inc. All rights reserved.
  • 7. CONTENT – RICH SNIPPETS  Take up more room in the SERPs  Catch your eye  Differentiate you & lend credibility SEOBodybuilder‟s CTR increased 38% with “rel=Author” See all the possibilities: http://sem4.me/dars@ProminentPlcmnt @StacyWms www.ProminentPlacement.com © Copyright 2012 Prominent Placement, Inc. All rights reserved.
  • 8. CONTENT - FRESHNESS  Step 1: Breaking News – search volume for a particular query suddenly and drastically increases.  Step 2: Google turns on the “QDF” factor in its algorithm for that query.  Step 3: New, fresh content (even without links) can This book review outranked The Golf Channel‟s site! outrank older, authoritative content. Source: http://searchnewscentral.com/2010102776/Technical/query-deserves-freshness-and- other-temporal-tales.html@ProminentPlcmnt @StacyWms www.ProminentPlacement.com © Copyright 2012 Prominent Placement, Inc. All rights reserved.
  • 9. CONTENT – LOCAL/MAPS@ProminentPlcmnt @StacyWms www.ProminentPlacement.com © Copyright 2012 Prominent Placement, Inc. All rights reserved.
  • 10. CONTENT – REPUTATION MANAGEMENT The only non-negative listings on the first page of Google@ProminentPlcmnt @StacyWms www.ProminentPlacement.com © Copyright 2012 Prominent Placement, Inc. All rights reserved.
  • 11. DOMINATE THE SERPS!@ProminentPlcmnt @StacyWms www.ProminentPlacement.com © Copyright 2012 Prominent Placement, Inc. All rights reserved.
  • 12. SUMMARY: HOW SOCIAL MEDIA CONTENT IMPACTS SEO  More web pages (profiles/posts) to take up room in the SERPs for all searchers.  Even more web pages (profiles/posts) to take up room in the SERPs for your friends & contacts.  Rich snippets take up room, draw the eye, differentiate your listing.  Fresh content can outrank old content for hot topics.  Google+ is feeding Google Maps in SERPs.  Protect your reputation by controlling all the highly- ranked content for your name.@ProminentPlcmnt @StacyWms www.ProminentPlacement.com © Copyright 2012 Prominent Placement, Inc. All rights reserved.
  • 13. LINKS: BOOST MAIN SITE‟S RANKINGS  Direct links  Content must be public  “dofollow” vs. “nofollow” links  Can lead to more links indirectly Image source: Reload Media@ProminentPlcmnt @StacyWms www.ProminentPlacement.com © Copyright 2012 Prominent Placement, Inc. All rights reserved.
  • 14. BUILD INDIRECT LINKS@ProminentPlcmnt @StacyWms www.ProminentPlacement.com © Copyright 2012 Prominent Placement, Inc. All rights reserved.
  • 15. @ProminentPlcmnt @StacyWms www.ProminentPlacement.com © Copyright 2012 Prominent Placement, Inc. All rights reserved.
  • 16. SUMMARY: HOW SOCIAL MEDIA LINKS IMPACT SEO  Directly, through links on social media profiles and posts to main site.  Indirectly, by building awareness and generating more links on other sites.  Speeding up indexing of new content.@ProminentPlcmnt @StacyWms www.ProminentPlacement.com © Copyright 2012 Prominent Placement, Inc. All rights reserved.
  • 17. SOCIAL SIGNALS (VOTES) 1998 2012@ProminentPlcmnt @StacyWms www.ProminentPlacement.com © Copyright 2012 Prominent Placement, Inc. All rights reserved.
  • 18. SOCIAL SIGNALS (VOTES)  Google+ followers, +1s, Facebook shares & likes, tweets & retweets can impact rankings Source: http://www.tastyplacement.com/infographic- testing-social-media-signals-in-search © Copyright 2012 Prominent Placement, Inc. All rights@ProminentPlcmnt @StacyWms www.ProminentPlacement.com reserved.
  • 19. SOCIAL SIGNALS (VOTES)  More studies: Facebook Shares seem to be the holy grailSource: http://www.seomoz.org/blog/facebook-twitters- Source: http://blog.searchmetrics.com/us/2012/06/07/us-influence-google-search-rankings and-uk-seo-ranking-factors-2012/@ProminentPlcmnt @StacyWms www.ProminentPlacement.com © Copyright 2012 Prominent Placement, Inc. All rights reserved.
  • 20. MARKETERS BELIEVE GOOGLE+ WILL BECOME “MASSIVELY INFLUENTIAL”@ProminentPlcmnt @StacyWms www.ProminentPlacement.com © Copyright 2012 Prominent Placement, Inc. All rights reserved.
  • 21. THAT SAID… Links Social Signals > Per Matt Cutts of Google, July „12@ProminentPlcmnt @StacyWms www.ProminentPlacement.com © Copyright 2012 Prominent Placement, Inc. All rights reserved.
  • 22. SUMMARY: HOW SOCIAL SIGNALS IMPACT SEO  Part of the ranking algorithm.  Still not as important as links.  Google+ and Facebook Shares especially impact Google rankings.@ProminentPlcmnt @StacyWms www.ProminentPlacement.com © Copyright 2012 Prominent Placement, Inc. All rights reserved.
  • 23. SEARCH QUERIES  “Gangnam Style” launched on YouTube 7/15/12  360 million views, 3.4 million likes@ProminentPlcmnt @StacyWms www.ProminentPlacement.com © Copyright 2012 Prominent Placement, Inc. All rights reserved.
  • 24. SOCIAL DRIVES…  Awareness of problems, solutions…brands  Searches for problems, solutions…brands@ProminentPlcmnt @StacyWms www.ProminentPlacement.com © Copyright 2012 Prominent Placement, Inc. All rights reserved.
  • 25. KEYWORD RESEARCH Listen!  Free social media listening/monitoring tools: http://sem4.me/dalm Keywords may be different on different social media platforms and as compared to search engines.  Guide to keyword research for social media site usage: http://sem4.me/dakr © Copyright 2012 Prominent Placement, Inc. All rights reserved.
  • 26. SUMMARY: HOW SOCIAL IMPACTS SEARCH QUERIES & KEYWORDS  Increased searches for topics and brands that are frequently shared.  Keyword research through what‟s being discussed in social media.  You may want to target different keywords on different social media platforms.@ProminentPlcmnt @StacyWms www.ProminentPlacement.com © Copyright 2012 Prominent Placement, Inc. All rights reserved.
  • 27. AGENDA  Social Media can positively impact SEO  Content  Links  Social Signals (Votes)  Search Queries & Keywords  Search Marketing can influence Social Media  Pay-Per-Click  Keyword Research & Content  Social Media Sites Acting Like Search Engines  Tactics you can take back to your desk  Additional Resources@ProminentPlcmnt @StacyWms www.ProminentPlacement.com © Copyright 2012 Prominent Placement, Inc. All rights reserved.
  • 28. PAY-PER-CLICK ON SOCIAL MEDIA SITES  Interests  Education  Connections  Age & Birthday  Location@ProminentPlcmnt @StacyWms www.ProminentPlacement.com © Copyright 2012 Prominent Placement, Inc. All rights reserved.
  • 29. FACEBOOK PPC CAN BE HIGHLY EFFECTIVE Conversion Rate of Online Form Submission to Qualified Loan 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Google AdWords Facebook@ProminentPlcmnt @StacyWms www.ProminentPlacement.com © Copyright 2012 Prominent Placement, Inc. All rights reserved.
  • 30. LINKEDIN@ProminentPlcmnt @StacyWms www.ProminentPlacement.com © Copyright 2012 Prominent Placement, Inc. All rights reserved.
  • 31. TWITTER@ProminentPlcmnt @StacyWms www.ProminentPlacement.com © Copyright 2012 Prominent Placement, Inc. All rights reserved.
  • 32. SEM KEYWORD RESEARCH CAN DRIVE SOCIAL MEDIA CONTENT@ProminentPlcmnt @StacyWms www.ProminentPlacement.com © Copyright 2012 Prominent Placement, Inc. All rights reserved.
  • 33. SOCIAL MEDIA SITES ARE INCREASINGLY ACTING LIKE SEARCH ENGINES  #hashtags ARE keywords@ProminentPlcmnt @StacyWms www.ProminentPlacement.com © Copyright 2012 Prominent Placement, Inc. All rights reserved.
  • 34. FACEBOOK SEARCH Article musing on how to rank high in Facebook search: http://sem4.me/dafs@ProminentPlcmnt @StacyWms www.ProminentPlacement.com © Copyright 2012 Prominent Placement, Inc. All rights reserved.
  • 35. Image source: http://www.businessweek.com/articles/2012-03-28/facebook-delves-deeper-into-searchSource: http://techcrunch.com/2012/09/11/zuckerberg-we-have-a-team-working-on-search/@ProminentPlcmnt @StacyWms www.ProminentPlacement.com © Copyright 2012 Prominent Placement, Inc. All rights reserved.
  • 36. HOW MANY SEARCHES ARE THERE ONEACH SITE? Searches/Day (Estimated) 3,000,000,000 S 2,500,000,000 E 2,000,000,000 S 1,500,000,000 M S 1,000,000,000 M S S S S 500,000,000 M E E M - Google YouTube Twitter Facebook Bing Yahoo LinkedIn Take this data with a huge grain of salt! (Don‟t tweet it) It‟s pulled from various sources, including Comscore, TechCrunch, StatisticBrain, Search Engine Land & Search Engine Watch. The YouTube figure is estimated based on the oft-cited “second largest search engine after Google” – data about the actual number of searches has not been published.@ProminentPlcmnt @StacyWms www.ProminentPlacement.com © Copyright 2012 Prominent Placement, Inc. All rights reserved.
  • 37. THE WISDOM OF CROWDS VS. THE WISDOM OF FRIENDSPhoto by Brynn Evans/Flickr/CC@ProminentPlcmnt @StacyWms www.ProminentPlacement.com © Copyright 2012 Prominent Placement, Inc. All rights reserved.
  • 38. SUMMARY: HOW SEARCH MARKETING IMPACTS SOCIAL MEDIA  Pay-per-click advertising on social media sites is a complement to PPC on search engines  PPC on search engines: target by intent/need/keyword  PPC on social media: target by demographics/interest  Keyword research for search marketing can drive content created on social media  and make it more findable on search engines  More people are searching on social media sites  #hashtags are keywords  Who will win the war to be the platform on which we search data from the web and our friends?@ProminentPlcmnt @StacyWms www.ProminentPlacement.com © Copyright 2012 Prominent Placement, Inc. All rights reserved.
  • 39. TACTICS YOU CAN TAKE BACK TO YOURDESK & IMPLEMENT THIS AFTERNOON Know which keywords you should be targeting. Build out profiles on major social media platforms. Share fresh, unique content on the sites most likely to impact your rankings (Google+, Facebook) & add “share” buttons to it. Work targeted keywords into social media profiles and posts. Work links pointing to website into social media profiles and posts (with keywords in anchor text where appropriate). Implement rich snippets (including rel=author) where appropriate. © Copyright 2012 Prominent Placement, Inc. All rights reserved.
  • 40. TACTICS YOU CAN TAKE BACK TO YOURDESK & IMPLEMENT THIS AFTERNOON Flesh out both your Google+ and Google Places profiles for visibility in Google Maps results. Promote the URLs for new content on Google+ for faster indexing. Watch traffic from branded search queries rise. Test PPC on social media sites. Writer‟s block? Look to top keywords for content ideas. Use search & social together synergistically – you need both! Continue to watch this space for more changes. © Copyright 2012 Prominent Placement, Inc. All rights reserved.
  • 41. GOOD ARTICLES ON HOW TO OPTIMIZE THESE SOCIAL MEDIA SITES (FOR SEARCH ENGINES)  And, again…  http://sem4.me/dabl  More about Rich  http://sem4.me/dafb Snippets:  http://sem4.me/datw http://sem4.me/dars  http://sem4.me/dali  Social media listening/ monitoring tools:  http://sem4.me/dagp http://sem4.me/dalm  http://sem4.me/dayt  Keyword research for  http://sem4.me/dapi each social media platform:  http://sem4.me/datb http://sem4.me/dakr  How to rank high in Facebook search (maybe): http://sem4.me/dafs@ProminentPlcmnt @StacyWms www.ProminentPlacement.com © Copyright 2012 Prominent Placement, Inc. All rights reserved.
  • 42. WANT MORE? Subscribe to our newsletter: www.prominentplacement.com Subscribe to our blog (email or RSS): www.searchadvisory.net “Like” us on Facebook: www.facebook.com/ProminentPlacement Follow us on Twitter: @ProminentPlcmnt or @StacyWms Follow us on LinkedIn: www.linkedin.com/company/prominent- placement-inc. View other presentation on Slideshare: www.slideshare.net/stacywms@StacyWms #DigATL @ProminentPlcmnt © Copyright 2012 Prominent Placement, Inc. All rights reserved.