Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Using Social Signals to Boost Your Search Rankings

1,334 views

Published on

Using Social Signals to Boost Your Search Rankings

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Using Social Signals to Boost Your Search Rankings

  1. 1. #C3NY USING SOCIAL SIGNALS TO BOOST YOUR SEARCH RANKINGS Francis Skipper, EVP Digital Marketing, 451 Marketing
  2. 2. #C3NY FRANCIS SKIPPER 2 EVP of Digital Marketing @fskip // @451marketing 451marketing.com Facebook.com/451Marketing francis@451marketing.com 451 Marketing
  3. 3. #C3NY STATE OF SOCIAL & SEARCH
  4. 4. #C3NY DECEMBER 2010… 4 “We do use Twitter and Facebook links in ranking as we always have in our web search rankings” -Matt Cutts
  5. 5. #C3NY MARKETERS WERE ALL LIKE: 5
  6. 6. #C3NY LAST MONTH… 6 “Sike! Suckers…” -Matt Cutts
  7. 7. #C3NY IT’S NOT THE FIRST TIME 7
  8. 8. #C3NY8 WE WERE ALL LIKE:
  9. 9. #C3NY BUT, WE’VE SEEN THE CORRELATION BETWEEN SOCIAL ACTIVITY AND HIGHER RANKINGS 9
  10. 10. #C3NY SO HAS MOZ… 10 “Now in 2013, there's strong reason to suspect…that the relationship between posting to Google+ and higher rankings goes beyond correlation into the territory of actual causation.”
  11. 11. #C3NY AND SEARCHMETRICS 11 “Social signals continue to correlate very well with better rankings” Social signals Traditional ranking factors SEO Ranking Factors – Rank Correlation 2013 for Google USA
  12. 12. #C3NY SO, WITH THIS IN MIND… 12 “MUAHAHHAHAHA!!” -Matt Cutts SUCKERS!
  13. 13. #C3NY LET’S TALK ABOUT SOCIAL AND SEARCH
  14. 14. #C3NY EVOLUTION OF SOCIAL AND SEARCH 14 Likes, Shares, Follows Social Media Search Traffic Queries Indirect Social Media Search Results SEO Direct Social Media Page Ranking Social Signals Pre-2010 2010 Today
  15. 15. #C3NY TRADITIONAL RANKING FACTORS “OLD SKOOL” 15 Technical Content Links The 3 C’s Code Content Connections
  16. 16. #C3NY NEW RANKING FACTORS 16 Content Diversity, Depth & Type Keyword Research & User Intent Link Building Social
  17. 17. #C3NY SOCIAL RANKING FACTORS 17 • How many social followers/fans you have • How many re-tweets, likes, shares, +1s, YouTube embeds • Who is sharing your content, their authority, their reputation • Popularity and quality of content • Timeliness and “trust” of content • Patterns
  18. 18. #C3NY BUT SOCIAL ISN’T A SILVER BULLET 18
  19. 19. #C3NY “LOW-HANGING FRUIT” – RESULTS FROM SOCIAL SIGNALS
  20. 20. #C3NY20 PageRanking Level of Effort “LOW-HANGING FRUIT”
  21. 21. #C3NY WHY IS THIS IMPORTANT? 21 of searchers never scroll past the first page of search results* *Search Engine Journal
  22. 22. #C3NY PAGE ONE HAS REAL BIZ VALUE$$ 22
  23. 23. #C3NY SO HOW DO WE LOOK FOR LOW HANGING FRUIT? 23
  24. 24. #C3NY YOU CAN GO DEEPER TO LOOK AT EFFORT LEVEL 24 *Optional – tag keywords as LHF and watch growth
  25. 25. #C3NY IDENTIFY “LOW-HANGING FRUIT” Send these to social!!
  26. 26. #C3NY26 ENCOURAGE USE OF SOCIAL KEYWORDS #Homedecor tips on floor coverings from the experts – our #8x8 #arearugs are a warm addition to any space! http://bit.ly/3hQYj #Rugs Make a space feel instantly cozy with an 8x8 rug – learn how in our latest blog post http://bit.ly/3hQYj #rugs #homedecor #smallspaces #arearugs #8x8rugs Check out how our signature 8x8 rugs pull together a room in our latest blog post http://bit.ly/3hQYj
  27. 27. #C3NY27 POSTS AND LIKES AREN’T END OF STORY
  28. 28. #C3NY REWARDING SOCIAL SHARING
  29. 29. #C3NY • Informational Queries • Answers • How to’s • Top 5’s PORTABLE CONTENT
  30. 30. #C3NY PORTABLE CONTENT “Ride the News” – Trending Topics But be careful…
  31. 31. #C3NY Links to social properties on website Share buttons with content MAKING SHARING SILLY SIMPLE
  32. 32. #C3NY MINI CASE STUDIES
  33. 33. #C3NY RUCKUS SPORTS
  34. 34. #C3NY RUCKUS SPORTS - PITTSBURGH RACE • Pittsburg Race (new 2013) • No rankings In May • New Content on Brand website • Encouraged social sharing around Pittsburgh Ruckus Race • Posted social content using Pittsburg + Keyword • Rankings for “Pittsburgh” terms increased leading up to and after race day
  35. 35. #C3NY PINE CONE HILL
  36. 36. #C3NY PINECONE HILL – MATELASSÉ QUILTS • Pine Cone Hill featured “matelassé” “quilts” in content throughout early summer across multiple social platforms • Kwd -specific posts were promoted through mid- August and resulted in social shares • September 1st –keywords see an increase in rankings
  37. 37. #C3NY IN CLOSING…SOCIAL SIGNALS: • We’ve all seen strong correlation • Social keyword strategy should be a part of your overall SEO content strategy • Not a silver bullet • Look at the data, not the hype 37
  38. 38. #C3NY QUESTIONS AND DISCUSSION 38 EVP of Digital Marketing @fskip // @451marketing 451marketing.com Facebook.com/451Marketing francis@451marketing.com 451 Marketing
  39. 39. #C3NY USING SOCIAL SIGNALS TO BOOST YOUR SEARCH RANKINGS Francis Skipper, EVP Digital Marketing, 451 Marketing

×