The Coming Together of Search & Social

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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/prominentplacement-inc. View other presentation on Slideshare: www.slideshare.net/stacywms@StacyWms #DigATL @ProminentPlcmnt © Copyright 2012 Prominent Placement, Inc. All rights reserved.

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The Coming Together of Search & Social

by Stacy Williams on Oct 11, 2012

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