Wappow Social Day! May 2011


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Wappow Social Day! May 2011

  1. 1. Why Search Needs SocialAnd how marketers can gain a competitive advantage in bothDownload: http://bit.ly/mozsearchsocial<br />Rand Fishkin, CEO & Co-founder, SEOmoz<br />May 2011<br />
  2. 2. A Little Google Algo History<br />Maps + Local Results<br />WebSpam Team<br />Caffeine<br />(Freshness + Speed)<br />Sandbox<br />2004<br />2001<br />2007<br />2009-10<br />1998<br />2003<br />2005<br />2009<br />2011<br />Vince (Brands)<br />Panda/Farmer<br />PageRank<br />Nofollow<br />Florida Update<br />Google’s had many other big shifts over the years, but I wanted to call out these specifically. See http://www.toddnemet.com/timeline/ for more.<br />
  3. 3. What is Google Trying to Do?<br />
  4. 4. Make Better Results<br />I’m actually looking for a good grill for this summer. Google’s not very helpful.<br />Our only marketing expense? Flights + hotels for conferences/events<br />More at http://www.seomoz.org/blog/the-history-of-seomoz<br />
  5. 5. Why Social?<br />
  6. 6. These results are quite good; mostly because I’m connected to people who share useful, interesting stuff in this niche. I need to find some grilling experts.<br />Social signals – Facebook Likes, Shares, Comments; Twitter tweets; LinkedIn Status Updates; even references from smaller social platforms (Quora, StumbleUpon, Flickr, Blogs, etc.) can help Google gain more relevancy by showing what users really enjoy and share!<br />
  7. 7. Let’s explore how search and social are merging and talk about some cool tactical wins for marketers, too.<br />
  8. 8. Google’s Accounts Deliver Social Integration<br />You can see and connect your own social accounts to your Google profile via https://profiles.google.com/connectedaccounts<br />
  9. 9. Now When I Search…<br />Geraldine’s blog is awesome, but it would never rank on page #1 for this query without the power of the social connection.<br />You can see and connect your own social accounts to your Google profile via https://profiles.google.com/connectedaccounts<br />
  10. 10. Bing Does this Too (at least with Facebook)<br />More info on the Bing/Facebook integration: http://searchengineland.com/bing-now-with-extra-facebook-see-what-your-friends-like-52848<br />
  11. 11. Wait… Doesn’t that mean?<br />
  12. 12. Bigger Social Network +<br />More Social Sharing<br />=<br />More Search Traffic & Better Rankings<br />
  13. 13. That’s Not All…<br />
  14. 14. Social Signals are Likely to Be Directly Influential, Too<br />Controlling for links, social metrics are well correlated with higher rankings in Google. This strongly suggests a direct influence. More http://www.seomoz.org/blog/facebook-twitters-influence-google-search-rankings<br />
  15. 15. Let’s Expand Our Network!<br />
  16. 16. Using the query string parameter for profiles, you can find people to connect with across networks who will then see your shares in Google, e.g. http://www.google.com/search?tbs=prfl:e&q=seattle+blogger<br />
  17. 17. FollowerWonk makes it easy to find and connect with Twitter users in the same fashion: http://followerwonk.com<br />
  18. 18. Using http://bit.ly for tracking can help us see when/where we’re effective with shared content and track clicks that Analytics can’t. BTW – You can use + with goog.gl or bit.ly to see other people’s shared links, too, e.g. http://goo.gl/BMIGz+ <br />
  19. 19. Analytics on Socially Shared Links Matters<br />By aggregating your metrics from bit.ly (and twitter/facebook/etc), you can see patterns that can suggest better ways to share content. More here: http://www.seomoz.org/blog/calculating-and-improving-your-twitter-clickthroughrate<br />
  20. 20. Facebook Offers Direct Insights<br />Speaking of analytics, Facebook’s Insights widget can be installed on your site to see data about your visitors who are logged into FB: http://www.seomoz.org/blog/4-facebook-marketing-tactics-you-might-not-know-about<br />
  21. 21. Newer Networks Offer Outsized Returns<br />Namesake is an emerging discussion network that looks very promising: http://namesake.com/<br />
  22. 22. Newer Networks Offer Outsized Returns<br />Answering a few questions on http://www.quora.com send us several hundred visits a month already<br />
  23. 23. Tools like http://trunk.ly and http://summify.com can help you discover great content to share + spread, as well as learn what types of content performs well in your niche.<br />
  24. 24. OKCupid has this awesome drop-over box after you finish reading, encouraging you to share.<br />Ian Lurie’s blog uses a subtle, single message that “likes” his whole site’s profile, so that anything he shares in the future appears in your search results.<br />Check out http://blog.okcupid.com/ and http://www.conversationmarketing.com to see these in action.<br />
  25. 25. The Possibilities for Social + Search Synergies Have Never Been Better.<br />
  26. 26. Download: http://bit.ly/mozsearchsocial<br />Rand Fishkin, CEO & Co-Founder, SEOmoz<br /><ul><li> Twitter: @randfish
  27. 27. Blog: www.seomoz.org/blog
  28. 28. Email: rand@seomoz.org</li></ul>Try SEOmoz PRO free!http://www.seomoz.org/gopro<br />