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The social house that google built


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Presentation delivered at Social Media Masters Kansas City. A lot of the slides were delivered with a number of builds, so will not look the same on Slideshare.

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The social house that google built

  1. 1. How Social is Changing the Search Landscape The Social House that Google Built Sean McGinnis Principal: 312 Digital Founder: 12 Most VP Sales & Marketing: DotCO
  2. 2. The Social House that Google Built
  3. 3. Before we begin….. <ul><li>What do you do? </li></ul><ul><li>Show of hands </li></ul>
  4. 4. Focus on tactics can lead to distortion fields
  5. 5. Now and then step back and appreciate the whole
  6. 6. And see things from a different point of view…
  7. 7. 3 Components of Great Buildings
  8. 8. Engineering
  9. 9. Raw Materials
  10. 10. Design
  11. 11. Raw Materials Engineering Design Raw Materials - Data Engineering - Algo Design – Interface/UI Social is affecting all of these areas of search!
  12. 12. Engineering - Algo
  13. 13. What is Google’s Objective? $$$
  14. 14. Google Revenue
  15. 15. What is Google’s Objective? $$$ ???
  16. 16. How many searches?
  17. 17. How many searches?
  18. 18. What is Google’s Objective? $$$ ??? ???
  19. 19. <ul><li>Relevance </li></ul><ul><li>Text </li></ul><ul><li>Meta Data </li></ul><ul><li>Relation to search terms </li></ul><ul><li>Key words in text (and location of those terms) </li></ul><ul><li>Etc, etc, etc…. </li></ul><ul><li>Authority </li></ul><ul><li># of inbound Links </li></ul><ul><li>Source of IBL </li></ul><ul><li>Authority of linking sites </li></ul><ul><li>Keywords in url </li></ul><ul><li>Etc, etc, etc… </li></ul>Which factors yield best results? Algorithm Over Time
  20. 20. Web Page Web Page Link What does this really tell Google? It hints at some relationship Web Page Web Page Provides context, defines relationships, gives meaning. Imagine what search will look like next! Compare Context
  21. 21. Social Signals in Algo In December 2010, Google & Bing confirmed they are using social signals when determining search result ranking.
  22. 22. Studies Find Correlation Two SEOmoz studies uncovered a correlation between Facebook shares and +1 votes and traffic/rank.
  23. 23. Chicken or Egg? Correlation does not equal causation Social signals driving search results and traffic Shareable content is also linkable content One of two things… Does it matter which?
  24. 24. Raw Materials - Data
  25. 25. Let’s take another step back…. How do you use the web?
  26. 26. Data Data Data Data Data
  27. 27. Let’s take another step back…. Data, data, data, data, data
  28. 28. <ul><li>In the OLD days, internet was about these data </li></ul>Text Images Sound Video People Places Types of data
  29. 29. <ul><li>These types of data represent real things…. </li></ul>Text Images Sound Video People Places Types of data Article Picture Song Movie Person City
  30. 30. <ul><li>These things have relationships with each other! </li></ul>Article Picture Song Movie Person City Sang Loved Taken in About Wrote Types of data
  31. 31. What is your “context”? <ul><li>Husband </li></ul><ul><li>Father </li></ul><ul><li>White </li></ul><ul><li>Bald </li></ul><ul><li>Blue eyed </li></ul><ul><li>Athletic </li></ul><ul><li>Social Networker </li></ul><ul><li>Sales </li></ul><ul><li>Marketing </li></ul><ul><li>Elmhurst College </li></ul><ul><li>USD Law School </li></ul><ul><li>Hiring Manager </li></ul><ul><li>Boss </li></ul><ul><li>Employee </li></ul><ul><li>SEO </li></ul><ul><li>Internet Marketer </li></ul><ul><li>Consultant </li></ul><ul><li>Executive </li></ul><ul><li>Son </li></ul><ul><li>Mentor </li></ul><ul><li>Mentee </li></ul><ul><li>St. Edward HS </li></ul><ul><li>12 Most </li></ul><ul><li>Author </li></ul><ul><li>Owner </li></ul><ul><li>Illinois </li></ul><ul><li>New Hampshire </li></ul><ul><li>Arizona </li></ul><ul><li>California </li></ul><ul><li>Minnesota </li></ul><ul><li>Pennsylvania </li></ul><ul><li>Indiana </li></ul><ul><li>Regional Sales Mgr </li></ul><ul><li>Director </li></ul><ul><li>Friend </li></ul><ul><li>Social Media </li></ul><ul><li>Uncle </li></ul><ul><li>Nephew </li></ul><ul><li>Cousin </li></ul><ul><li>Neighbor </li></ul><ul><li>Blackberry Creek </li></ul><ul><li>Cub Scout Leader </li></ul><ul><li>Elburn, IL </li></ul><ul><li>Elgin, IL </li></ul><ul><li>Geneva, IL </li></ul><ul><li>Elmhurst, IL </li></ul><ul><li>Chicago, IL </li></ul><ul><li>Wheaton, IL </li></ul><ul><li>Bolingbrook,IL </li></ul><ul><li>Ikea Luvr </li></ul><ul><li>Caffeine addict </li></ul><ul><li>Shelly Kramer #Fanboi </li></ul><ul><li>DotCO Law Marketing </li></ul><ul><li>Lawyer </li></ul><ul><li>Thomson Reuters </li></ul><ul><li>Findlaw </li></ul><ul><li>West Publishing </li></ul><ul><li>West Group </li></ul><ul><li>West, a Thomson Reuters Business </li></ul><ul><li>BARBRI </li></ul><ul><li>MicroMash </li></ul><ul><li>Multistate Edge </li></ul><ul><li>DVD Verdict </li></ul><ul><li>Meta Software </li></ul><ul><li>Main Control </li></ul><ul><li>Home Theater </li></ul><ul><li>Blogger </li></ul><ul><li>Traveler </li></ul><ul><li>Brother </li></ul><ul><li>Fraternity Brother </li></ul><ul><li>Tau Kappa Epsilon </li></ul><ul><li>Golfer </li></ul><ul><li>Tennis player </li></ul><ul><li>Basketballer </li></ul><ul><li>Gardener </li></ul><ul><li>Landscaper </li></ul><ul><li>Steeler fan </li></ul><ul><li>Handyman </li></ul><ul><li>Foodie </li></ul><ul><li>Wino </li></ul><ul><li>Critic </li></ul><ul><li>California </li></ul><ul><li>San Diego </li></ul><ul><li>Skittles </li></ul><ul><li>Photographer </li></ul><ul><li>Storyteller </li></ul>
  32. 32. Platforms provide context
  33. 33. Just think what G can do…
  34. 34. Realtime Search Results Suspended, but….
  35. 35. Design – Interface/UI
  36. 36. Google +1 Button
  37. 37. Share your stuff!
  38. 38. Compare
  39. 39. Social affecting search… Social : Search / Steel : Building
  40. 40. <ul><li>Ensure your content is shareable, both literally & figuratively. </li></ul><ul><li>Connect with thought leaders in your space, both online and off. </li></ul><ul><li>Resist the urge to sell…be social instead. Content that “sells” is simply never shared. Awesome social content is shared CONSTANTLY. </li></ul>Specific Recommendations
  41. 41. Questions? Sean McGinnis 312.970.1185 Principal 312 Digital Founder 12 Most VP Marketing DotCO