Personalized and universal search optimization at pubcon 2012
1. By: Aaron Friedman
SEO Manager, SPARK
Universal and Personal
Search Optimization @aaronfriedman
2. I. Part 1 - Current Issue in Personalized
Search
AGENDA • Important Factors of P.S.
• Tips to show up more and be relevant
II. Part 2 - The Future of Personalized
Search
• How Entities play a role
• What this means to us
III. Re-cap
@aaronfriedman
3. Barriers of Personalized Search
How do I get my
How do I reach a
information to
larger Audience? show up?
@aaronfriedman
4. Can’t Reach a Large Audience Without One
facebook.com/ads/create/
• Buy ads on Facebook
• It’s ok – Not the shady way
Undressing The Secret Of Facebook: Paid Organic Is The New Black
Grow your other networks
• More Twitter Connections
• More G+ Connections (and Google + is REALLY important)
@aaronfriedman
5. Could Have The
Except Maybe
Largest Network Adorableness!
Ever
But Without Good
Content, You’re Not
Worth Much @aaronfriedman
17. Twitter and The Long Tail
A simple methodology on how to prioritize long tail queries using information from Twitter.
http://searchengineland.com/how-to-prioritize-the-long-tail-with-twitter-118434
@aaronfriedman
20. Step 3 :
Super relevant
Have a list of
Develop user for
Content outreach
Grow your
network
http://searchengineland.com/how-to-prioritize-the-long-tail-with-
MORE INFO ON THIS METHOD
twitter-118434 @aaronfriedman
21. Is Google Special Or Something?
Try Open Graph Optimization
@aaronfriedman
26. Hand Code and Adding to Text as a Link
href="https://twitter.com/intent/tweet?source=webclient&text=I+tota
lly+agree+with+everything+@aaronfriedman+says+http://searchenginelan
d.com/7-important-digital-assets-to-optimize-for-
132001+Makes+Perfect+Sense!">tweet a message</a>
+ The Key…
…OR @aaronfriedman
27. How Tweet Buttons Work
Typically they grab:
• Title Tag
• Header
Problem: These are underutilized
73 Characters in Header
~20 URL
~14 Twitter Handle
107 Used
33 Left
@aaronfriedman
28. Put This In Your Tweet Button
<a href=”#” onclick=”tweetSelectedText()”><img src=”http://digitalhighrise.com/wp-content/uploads/2012/05/tweet_button.gif”
border=”0″ /></a>
<script type=”text/javascript” src=”http://code.jquery.com/jquery-1.7.2.min.js”></script>
<script type=”text/javascript”>
$().ready(function(){$(‘.tweetThis’).hide();});
function tweetSelectedText(){
var twtTitle = $(‘.tweetThis’).text() || $(‘title’).text();
var twtUrl = location.href;
var maxLength = 140 – (twtUrl.length + 1);
if (twtTitle.length > maxLength) {
twtTitle = twtTitle.substr(0, (maxLength – 3))+’…’;
}
var twtLink = ‘http://twitter.com/home?status=’+encodeURIComponent(twtTitle + ‘ ‘ + twtUrl);
newwindow=window.open(twtLink,’name’,'height=500,width=500′);
if (window.focus) {newwindow.focus()}
}
</script>
@aaronfriedman
29. Send a Better Message to Users
<p class= “tweetThis”>
Actions and what people do
are the new SEO and
Pinocchio's lying big nose.
</p>
Pro Tip:
Change the message the next day
to reach people not interested the
first time.
http://searchengineland.com/how-to-tweet-what-you-want-
because-content-matters-121748 @aaronfriedman
30. But
The Future Will Be Different
Engines are more social
@aaronfriedman
38. Be Relevant For What You Want To Be Known For
@aaronfriedman
39. Its already
happening
on Bing
Become one of these people.
They are the experts.
@aaronfriedman
40. The Future Of Entity Search Is
Interest-Based Demographics
What I tell you I am interested in
defines me
Not Interested Love it!
Social Data is Your Attributes
@aaronfriedman
42. So What Do I Do With This Info?
http://robot6.comicbookresources.com/wp-content/uploads/2012/08/kids.jpg
@aaronfriedman
43. For Now
Focus on Focus on Spend Time
Rel=Author Quality Growing Your
Content User Base
• This will play a • Develop it • Don’t Build an
huge role in according to Empty Following
Entities what users are • They are your core
Looking for
• Stay Relevant
to Themes
@aaronfriedman
44. Aaron Friedman
SEO Manager at
www.digitalhighrise.com
aaron.friedman@sparksmg.com
@aaronfriedman
+
@aaronfriedman
45. Image Credits
Brody Flying http://www.flickr.com/photos/794148 Kid with Dogs http://anongallery.org/img/7/8/superheroes- Hulk and Iron Man http://25.media.tumblr.com/tu
kid-superman-costume.jpg
77@N00/7702379958 mblr_lgepedpI2t1qergtco1_50
0.png
Brody Sun (first image) http://www.flickr.com/photos/dougwa Kid All superheros http://cdn.uproxx.com/wp-
ntsrevenge/7702379518/in/photostrea content/uploads/2011/12/cosplay-x-all-the-y-
m/ superheroes-kid.png Kid with Sword http://farm5.static.flickr.com/4
073/4737223879_92e986c2f5.j
Kid red cape http://farm4.static.flickr.com/3100/26 Captain America on a bike http://i1.squidoocdn.com/resize/squ pg
16122980_c812febec6.jpg idoo_images/590/draft_lens197249
44module161372326photo_134636
Superman fighting impossible http://www.touchbroward.org/wp- 0303aa-aa-.jpg Captain America Lying Down http://www.flickr.com/photos/
content/uploads/2012/06/superhero- 46430286@N05/4388582583/
kids.jpg 3 batmans and Robin http://4.bp.blogspot.com/-f4-- sizes/m/in/photostream/
9bi9zkc/TooSzvAhNCI/AAAAAAAA
spidermen http://www.blogcdn.com/www.parent Tyg/xAaqtP_ipgQ/s1600/batman+c Guy Looking into the sky- no http://www.flickr.com/photos/
dish.com/media/2010/06/costume- ostumes+and+robin+kids.jpg shirt cape jessoyu/4287021551/sizes/z/in
guinnes-record-425ds060110.jpg /pool-423721@N20/
Turn and Transform http://www.flickr.com/photos/kchio
Baby Laser eyes http://27.media.tumblr.com/tumblr_ky /7646633612/in/photostream
08l7yhhn1qb1cd3o1_400.jpg Kid Pointing http://media-cache-
ec6.pinterest.com/upload/268
Super Hero Shadom Flying http://www.mymcpl.org/_uploaded 10560251855539_2mSIGakY_
Kids standing http://www.thephilanthropicenterprise _resources/imagecache/blog_wide
.org/wp-content/uploads/2012/04/Kid- b.jpg
_thumb/young_superhero.jpg
Superheroes-412x276.jpg
Oval Office Heros http://d2tq98mqfjyz2l.cloudfront.net
/image_cache/1346262282688149.j
pg
http://www.blogcdn.com/www.parentdish.com/media/2010/06/costume-guinnes-record-
425ds060110.jpg @aaronfriedman
