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 reach a larger Audience?
How do I get my information to show up?
@aaronfriedman
5. Quantity
Getting more people to see our
For Users results.
this means…
Getting more relevant results based on the people
we are connected to.
For Marketers
this means…
@aaronfriedman
6. Which REALLY Means…
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
14. Tactics to improve quality
Twitter Long Tail Open Graph “Tweet What
Suggestion Optimization You Want” Code
Identify what people Maximize and Ensure the message shared
are talking about to optimize messages by users on Twitter is the
assist with content shared on Facebook appropriate message, and
one you want shared.
creation by users.
@aaronfriedman
15. Tweet The Long Tail
Lots of Opportunity here!
@aaronfriedman
16. Step 1 - Identify Keywords
• Understanding what
long tail queries are
driving people to your
site
@aaronfriedman
18. Step 3 – Develop Content
http://searchengineland.com/how-to-prioritize-the-long-tail-with-
MORE INFO ON THIS METHOD
twitter-118434 @aaronfriedman
20. It Makes Posts Look Bad
No Image
Not
Utilizing
Character
lengths
Non
informative
Description
@aaronfriedman
21. Tweet What you Want
Before anything - Put this in the HTML of your page
<p class= “tweetThis”>THIS IS WHERE YOUR MESSAGE GOES</p>
@aaronfriedman
22. 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
23. 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
24. 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
25. Part 2
Engines are more social
The Future Will Be Different
@aaronfriedman
33. These are Entity And This
So AreThese
Actually, we all have the
potential to become entities
http://searchnewscentral.com/20120117236/Technical/seo-a-
named-entities-what-can-we-learn.html @aaronfriedman
34. And By The Way…
Remember the
wonder wheel?
(RIP)
New Google Panels
function in a similar
manner.
(Think about that)
@aaronfriedman
35. Be Excellent to Each Other
And Relevant For What You Want To Be Known For
@aaronfriedman
36. Its already
happening
on Bing
Become one of these people?
What are they doing different???
@aaronfriedman
37. 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
40. For Now
Focus on Rel=Author
• This will play a huge role in Entities
Focus on Quality Content
• Develop it according to what users are Looking for
• Stay Relevant to Themes
Spend Time Growing Your User Base
• Don’t Build an Empty Following
• They are your core
@aaronfriedman
41. Aaron Friedman
SEO Manager at
www.digitalhighrise.com
aaron.friedman@sparksmg.com
@aaronfriedman
+
@aaronfriedman