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[Webmarketing123] socialize your seo strategy with google+ (digest)

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Treating Search Marketing and Social Media as separate silos is outdated thinking. Savvy marketers are finding ways to use social media channels to boost SEO and lead generation. It began with …

Treating Search Marketing and Social Media as separate silos is outdated thinking. Savvy marketers are finding ways to use social media channels to boost SEO and lead generation. It began with creating social profiles and social bookmarks to boost search rankings. But as social signals rise in influence as a ranking factor, the game has changed again. Social annotations on paid and organic search results are now giving a measurable boost to social-savvy businesses.

Google created their own social network, Google +, to unify and “social-ize” all of their products, from YouTube to Gmail to Android OS, not just to directly compete with Facebook. While some analysts label Google+ a ‘ghost town’, the ‘plus-ification’ of Google’s many offerings and the ubiquity of Android point to a future which you ignore at your peril.

What is Google+ and why you should care
How Google’s +1 has emerged as this year’s ‘must-have’ SEO Strategy
How to create a Google+ page that can influence your search ranking immediately

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  • I took a look at the companies that registered for today’s webinar.  The vast majority of you are B2B companies, from a wide range of fields, including logistics, telephony, IT, enterprise software or software development or integration, manufacturing (whether of hardware, sensors or chemicals). Many of you have created marketplaces or platforms.  Many of you are disrupting your market, creating efficiencies and jobs.  And
  • Then we’ll take a closer look at how social signals are influencing search rankings, and in particular how you can use Google+ and +1 buttons as a relatively future-proof SEO strategy. We’ll follow that with a more hands-on section of what to do first and exactly how.
  • I’ll express my thanks to John Distefano, research director at B2B Magazine, a fellow New Yorker. Just a few days ago, he presented the results of their very recent of almost 700 B2B companies. I’ll share a few highlights. No surprise that the 3 horsemen, Linked In, Twitter and FB have been adopted by 4 out of 5 companies. More surprising are the next resutls- YouTube, blogging, and Google+. Overall, more than 70% of b-to-b marketers are now using social media for marketing purposes, and 2/3 plan to increase their spending on social media marketing this year.
  • That 2/3 figure is up incrementally from what we found in our last research, when we saw 60% planning to increase their social media spending.
  • The curve is accelerating, with the degree of involvement ramping up rapidly.
  • So while only 1% of B2B Companies consider Google+ most important, 35% are using it. Keep in mind that it’s standard practice to re-purpose the same content across multiple platforms. We know that blogging and LinkedIn tends to drive the most customers to B2B, and FB drives the most conversions for B2C.
  • So while only 1% of B2B Companies consider Google+ most important, 35% are using it. Keep in mind that it’s standard practice to re-purpose the same content across multiple platforms.
  • Incentivize brands to participate, with the promise of benefit In search rankings.“Artificially” create their own user basePush usage via the SERP
  • The 2 main drivers of growth are the 500,000+ DAILY Android Activations, plus new gmail users and other google services signups, all prompted to activate their google+ profile.
  • We know it’s briefly, likely still just a few minutes, compared to 400+ minutes/month on Facebook.
  • 61% of users share experiences to praise the brandAdvocates are 50% more likely to influence purchasesAdvocates are 4 times as likely to share information about experiences
  • So while only 1% of B2B Companies consider Google+ most important, 35% are using it. Keep in mind that it’s standard practice to re-purpose the same content across multiple platforms.
  • Each campaign performs differently, so we can't predict how your clickthrough rate (CTR) will change for individual campaigns. However, we believe that including the +1 button on ads will increase the overall CTR of many AdWords campaigns, as the annotations that appear on ads after they’ve been +1’d should increase user engagement. GOOGLE MESSAGE BOARD
  • Each campaign performs differently, so we can't predict how your clickthrough rate (CTR) will change for individual campaigns. However, we believe that including the +1 button on ads will increase the overall CTR of many AdWords campaigns, as the annotations that appear on ads after they’ve been +1’d should increase user engagement. GOOGLE MESSAGE BOARD
  • Mashable was one of the first brands to put its presence on Google+.
  • Follow your Google+ page’s fans by moving them into Circles. Curate content- like a magazine for professionals in your field. What are you finding interesting? Participate in the conversation. Self-promotion should be a quarter or less.
  • A link from your blog post or article to your author page using rel=”author”A link from your author page to your Google profile page using rel=”me”A link from your Google profile page to your author page using rel=”me”
  • http://www.conversationmarketing.com/2012/02/google-plus-box-ranking-factors-report.htm
  • Big Plans begin with small steps. What step can you take today?
  • What can you learn from speaking with one of our analysts?
  • “Cost of the Problem” Analysis: Discover the cost of not ranking in the top positions on search engines. How much revenue is being lost to competitors with the best rankings? Take a hard look at your competitors: Find out where you rank against your top competitors and what tactics they’re employing.Comparison of different digital strategies: Paid Search, Organic Search, Display Advertisiing, Social Media Marketing.

Transcript

  • 1. Socialize Your SEO Strategy with Google+ Today’s Hosts: Evan Specter Content Marketing Specialist Chandler Galt Account Manager Social Media facebook.com/webmarketing123 #webmarketing123
  • 2. Founded in 2004 Custom KPI-based Scorecards120+ Clients Proprietary Attribution Tool #webmarketing123
  • 3. Some Practical Matters• Are the slides available? Yes! Just email seo@webmarketing123.com• Connect with us #webmarketing123 on Social Media facebook.com/webmarketing123• Want to learn more? Request a Complimentary SEO Assessment or Social Media Audit Today. #webmarketing123
  • 4. Webinar Agenda SEO Social Media The Impact of Google+ on SEO #webmarketing123
  • 5. Social MediaAdoption & Value Social Media isn‟t a fad. It‟s the New Word-of-Mouth. It‟s Content Marketing. And it‟s SEO. #webmarketing123
  • 6. Social MediaAdoption & Value Social Media Marketing Usage Source: BtoB magazine: Social Media Marketing Research, May 2012 #webmarketing123
  • 7. Social MediaAdoption & Value Social Media Spending among B2B Marketers Source: Webmarketing123‟s State of Digital Marketing Report, 2011 Now 64% #webmarketing123
  • 8. Social MediaAdoption & Value Social Media Adoption Curve Accelerating Source: BtoB magazine: Social Media Marketing Research, May 2012 2013 2012 2011 #webmarketing123
  • 9. Social MediaAdoption & Value Which Social Media Platform is Most Important for Marketing? Source: BtoB magazine: Social Media Marketing Research, May 2012 #webmarketing123
  • 10. Social MediaAdoption & Value Effectiveness of Social Media Marketing by Goal Source: BtoB magazine: Social Media Marketing Research, May 2012 #webmarketing123
  • 11. Social Media Google+ Google+ Facts & Stats #webmarketing123
  • 12. Social Media Google+ Google+ Facts & Stats • Launched on June 28th, 2011 (not even 1 yr old!). #webmarketing123
  • 13. Social Media Google+ Google+ Facts & Stats • Launched on June 28th, 2011 (not even 1 yr old!). • Reached 10 million users in about 2 weeks. Now at 120 million+ #webmarketing123
  • 14. Social Media Google+ Google+ Facts & Stats • Launched on June 28th, 2011 (not even 1 yr old!). • Reached 10 million users in about 2 weeks. Now at 90 million+ • 67% of Google+ users are male (mirror image to Pinterest). #webmarketing123
  • 15. Social Media Google+ Google+ Facts & Stats • Launched on June 28th, 2011 (not even 1 yr old!). • Reached 10 million users in about 2 weeks. Now at 90 million+ • 67% of Google+ users are male (mirror image to Pinterest). • Google‟s “+1” button is served more than 5 billion times daily. #webmarketing123
  • 16. Social Media Google+ Google+ Facts & Stats • Launched on June 28th, 2011 (not even 1 yr old!). • Reached 10 million users in about 2 weeks. Now at 90 million+ • 67% of Google+ users are male (mirror image to Pinterest). • Google‟s “+1” button is served more than 5 billion times daily. • Gaining more than 625,000 users per day. #webmarketing123
  • 17. Social Media Google+ Google+ Facts & Stats • Launched on June 28th, 2011 (not even 1 yr old!). • Reached 10 million users in about 2 weeks. Now at 90 million+ • 67% of Google+ users are male (mirror image to Pinterest). • Google‟s “+1” button is served more than 5 billion times daily. • Gaining more than 625,000 users per day. • In less than 1 day, the Google+ iPhone App became the most popular free iPhone app. #webmarketing123
  • 18. Social Media Google+ Google+ Facts & Stats • Launched on June 28th, 2011 (not even 1 yr old!). • Reached 10 million users in about 2 weeks. Now at 90 million+ • 67% of Google+ users are male (mirror image to Pinterest). • Google‟s “+1” button is served more than 5 billion times daily. • Gaining more than 625,000 users per day. • In less than 1 day, the Google+ iPhone App became the most popular free iPhone app. • 60% of Google+ users log in every single day! (vs 50% for Twitter). #webmarketing123
  • 19. Social Media Google+ Google+ Facts & Stats • Launched on June 28th, 2011 (not even 1 yr old!). • Reached 10 million users in about 2 weeks. Now at 90 million+ • 67% of Google+ users are male (mirror image to Pinterest). • Google‟s “+1” button is served more than 5 billion times daily. • Gaining more than 625,000 users per day. • In less than 1 day, the Google+ iPhone App became the most popular free iPhone app. • 60% of Google+ users log in every single day! (vs 50% for Twitter). • 80% engage on a weekly basis. #webmarketing123
  • 20. SEO How is Google’s algorithm changing?Panda #webmarketing123
  • 21. SEO How is Google’s algorithm changing? • Targeting “webspam” and “overoptimization” • Black Hat TechniquesPenguin • Link Schemes / Spam • Keyword Stuffing #webmarketing123
  • 22. Social and SEO Social Media SEO Indexing Branding PR Ranking Exclusive Engagemen Placement t Loyalty Traffic #webmarketing123
  • 23. The Impact ofGoogle+ on SEO #webmarketing123
  • 24. The Impacts ofSocial on SEOSocial Drives Search Queries #webmarketing123
  • 25. The Impacts ofSocial on SEOSocial Drives Search QueriesThe # of Queries influence rankings #webmarketing123
  • 26. The Impacts ofSocial on SEOSocial Drives Search QueriesThe # of Queries influence rankingsSocial Signals a Ranking FactorShares = “votes” #webmarketing123
  • 27. The Impacts ofSocial on SEOSocial Drives Search QueriesThe # of Queries influence rankingsSocial Signals a Ranking FactorEither directly or indirectly. Shares = “votes”Social yields pressSometimes links, plus News in the SERP #webmarketing123
  • 28. The Impacts ofSocial on SEOSocial Drives Search QueriesThe # of Queries influence rankingsSocial Signals a Ranking FactorShares = “votes”Social yields pressSometimes links, plus News in the SERP #webmarketing123
  • 29. The Impacts ofSocial on SEOSocial Drives Search QueriesThe # of Queries influence rankingsSocial Signals a Ranking FactorShares = “votes”Social yields pressSometimes links, plus News in the SERPSocial yields permanent links #webmarketing123
  • 30. The Impacts ofSocial on SEO Improve Rankings Personalized content appears (higher) in SERP #webmarketing123
  • 31. #webmarketing123
  • 32. The Impacts ofSocial on SEO Improve Rankings Personalization enabled by default #webmarketing123
  • 33. The Impacts ofSocial on SEO Triggers Indexing SEOMoz test confirmed G+ assists indexing #webmarketing123
  • 34. The Impacts ofSocial on SEO New/Exclusive Real Estate People & Pages on G+ • Prime real estate in the „golden triangle‟ • Exclusive to G+ pages #webmarketing123
  • 35. The Impacts ofSocial on SEO Boost CTR and Traffic Author images pulled from G+ pagesSocial annotations #webmarketing123
  • 36. The Impacts ofSocial on SEO Boost CTR and Traffic G+ pages presented within recommended searches #webmarketing123
  • 37. The Impacts ofSocial on SEORecommendations• Google+ Page• Google+ Badge• Create and Share Content• +1 Button #webmarketing123
  • 38. The Impacts of Social on SEO Create a G+ Page TaglinePhotostripInformation #webmarketing123
  • 39. The Impacts ofSocial on SEO Add a G+ Badge Badge on homepage • Allows users to find your G+ Page • Best way to build a following #webmarketing123
  • 40. The Impacts ofSocial on SEO Create and Share Content Organize your circles Follow your fans updates Update frequently #webmarketing123
  • 41. The Impacts ofSocial on SEO Create and Share Content • Establish your brand as a thought leader • Encourage circling and build a following • Modifies SERP for users • Influences inclusion in People & Pages #webmarketing123
  • 42. The Impacts ofSocial on SEO Use the Button • Helps with indexing content • Highlights content on SERP • Influences inclusion in People & Pages • May create a popularity effect #webmarketing123
  • 43. The Impacts ofSocial on SEO Use the Button Customize your +1 button and +snippet • http://www.google.com/webmasters/+1/button/ #webmarketing123
  • 44. The Impacts ofSocial on SEO Implement rel=author Authenticated Authors are displayed prominently • http://www.blindfiveyearold.com/how-to-implement-rel-author • http://www.google.com/insidesearch/features/authorship/index.html #webmarketing123
  • 45. The Impacts ofSocial on SEO Link Your Adwords +1‟s to your ad will flow to your G+ page #webmarketing123
  • 46. The Impacts ofSocial on SEO Get into People & Pages Factors influencing whether you appear: • Reach and circle membership • Recency of activity • Frequency of activity • Number of +1‟s • Comments and sharing • Query relevancy #webmarketing123
  • 47. Key Takeaways1 Social Signals are votes, analagous to links, and will play an increasingly important role as search result personalization evolves.2 Google+ is evolving rapidly to be a new social layer across all Google products. While it doesn‟t have Facebook‟s ubiquity, its integration makes it a must-have for B2B and B2C marketers.3 Develop your content strategy. Win mindshare, friends and the SERP. #webmarketing123
  • 48. Request a Customized SEO Assessment or Social Media Audit Today. #webmarketing123
  • 49. What can you learn from speaking with one of our analysts? Social Media Audit Take a hard look at your competitors “Cost of the Problem” Analysis Compare digital strategies Request a Consultation: seo@webmarketing123.com bit.ly/wm123seo Talk to Us: Evan@webmarketing123.com Chandler.g@webmarketing123.com facebook.com/webmarketing123 #webmarketing123