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Einfluss von Social Media auf SEO

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Präsentation über die Auswirkungen von Social Media auf SEO. Besonderen Fokus wurde auf die personalisierte Suche gelegt.

Am Ende befindet sich noch ein Bonus-Teil, in dem allgemeine Tipps für Social Media in Unternehmen gegeben werden.


Vortrag gehalten von Sebastian Frisch am 03.11.2011.

Artikel zur Präsentation: http://www.sfrisch.de/

Published in: Technology
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Einfluss von Social Media auf SEO

  1. 1. Einfluss von Social Media auf SEO Heute und in Zukunft COMPRA GmbH – http://www.compra.de Sebastian Frisch – http://www.sfrisch.de
  2. 2. Inhalt● Auswirkungen ● Personalisierte Suche ● Schnellere Indexierung ● Steigerung der Reichweite / Sichtbarkeit ● Generierung von Aufmerksamkeit / Links● Beispiele● Zukunft● Fazit Sebastian Frisch
  3. 3. Personalisierte Suche● Defintion: persönliche soziale Aktivitäten + Klickverhalten● Modellierungskriterien – Langfristiges Verhalten: Interaktion mit Webseiten, Empfehlungen von Webseiten (an/von Freunde) – Aktuelles Verhalten: Ort, Aufgabenkontext● Seit Dezember 2009 für jeden!● Vorher: Google Account + aktiviertes Webprotokoll http://googleblog.blogspot.com/2009/12/personalized-search-for-everyone.html http://googleblog.blogspot.com/2005/06/searchgets-personal.html, 2005. Sebastian Frisch
  4. 4. Sebastian Frisch
  5. 5. Sebastian Frisch
  6. 6. ● Auswirkungen auf die Suche ● Wie oft wurde der +1 Button in den SERPs angezeigt?● Aktivität ● Welche URLs wurden wie oft +1?● Zielgruppe ● Standort, Alter und Geschlecht Sebastian Frisch
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  8. 8. Personalisierte Suche● Social connections ● Direct connections ● Secondary connections● Social Content ● Content from links that appear on your Google profile ● Content connected from the links above (0) http://www.google.com/s2/search/social?hl=en#socialcontent Sebastian Frisch
  9. 9. Personalisierte Suche● Hauptargument für Google+: personalisierte Daten in großen Mengen● Technisch: Speicherung in einem Cookie 180 Tage lang + auf Google-Server● derzeit Daten aus Twitter, Facebook, Google+, Google-Mail● Deaktivieren: &pws=0Quelle: http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389 Sebastian Frisch
  10. 10. Schnellere Indexierung● Suchmaschinen lieben neue und beliebte Inhalte 1● Starke Verbreitung = qualitativ hochwertig2 (?)● Entwicklung von starren Suchergebnissen zu sehr aktuellen Ergebnissen mit viel Universal Search 3 1. Suchradar Ausgabe 31 (31. August 2011) http://www.suchradar.de 2. http://www.seomoz.org/blog/tracking-the-roi-of-social-media 3. http://www.sistrix.de/news/974-universal-search-update.html Sebastian Frisch
  11. 11. Steigerung der Reichweite / Sichtbarkeit● Unerschlossene Zielgruppen erreichen● Diskutiert wird immer: Eigene Botschaften streuen● Den Menschen zu ihren Aufenthaltsorten folgen● Auch außerhalb der Arbeit im Gedächtnis bleiben● Weitere Zielseiten in den SERPs● Einfluss auf Google Suggest (?) Sebastian Frisch
  12. 12. Generierung von Aufmerksamkeit / Links● Branding● Diskussionen erzeugen (virale Verbreitung -> mehr Reichweite)● Journalisten / Blogger suchen nach Themen● Social Signals● Links, Links, Links, Links, Links, Links, Links Quelle: http://www.seomoz.org/blog/do-social-signals-drive-traffic Sebastian Frisch
  13. 13. Beispiele Sebastian Frisch
  14. 14. Sebastian Frisch
  15. 15. BeispieleURL:http://mingle2.com/dating/unicornhttp://tenreasonsitwouldruletodateaunicorn.comTop-Ranking für „singles“, „online dating“, etc.Digg: 3.679 DiggsLinks: 264 + 177 Domains Sebastian Frisch
  16. 16. Sebastian Frisch
  17. 17. BeispieleURL:http://www.der-postillon.com/2011/06/razzia-bei-kinoto-zwingt-millionen-user.htmlFacebook: 64.586 Likes & SharesTwitter: 1.859 TweetsLinks: 276 Domains Sebastian Frisch
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  19. 19. BeispieleURL:http://stackoverflow.com/questions/194812/list-of-freely-available-programming-booksStumpleUpon: 71.475 StumplesTwitter: 7.797 TweetsFacebook: 3.200 Likes & SharesDelicious.com: 2.736 BookmarksLinks: 304 Domains Sebastian Frisch
  20. 20. Zukunft● Personalisierte Suche wird mehr Einfluss bekommen ● Social Signals● Nutzung von Benutzerkontext → Informationsbedürfniss besser befriedigen Sebastian Frisch
  21. 21. Fazit● Heute: Links als Empfehlung● Zukunft: Empfehlung als Empfehlung (siehe Google Places)● ABER: Social Media Marketing ersetzt nicht SEO → Online-Marketing insgesamt betrachten Sebastian Frisch
  22. 22. Fazit● Grenzen zwischen Social Media Marketing und SEO verschwimmen: ● Gute Inhalte relevant und interessant präsentieren ● Gute Inhalte verbreiten Sebastian Frisch
  23. 23. Quellen● Alle Quellen zusammengefasst: ● Erfahrungen mit eigenen Projekten und Kunden ● http://googleblog.blogspot.com/2009/12/personalized-search-for-everyone.html ● http://googleblog.blogspot.com/2005/06/searchgets-personal.html, 2005. ● http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389 ● http://www.seomoz.org/blog/do-social-signals-drive-traffic ● http://www.seo-strategie.de/blog/google-personalisierte-suchergebnisse/777.html ● Suchradar Ausgabe 31 (31. August 2011) http://www.suchradar.de ● http://www.sistrix.de/news/974-universal-search-update.html ● http://www.seomoz.org/blog/the-best-seo-social-content-strategy-thought-leadership ● http://kellynford.com/2011/09/27/marketing-your-startup-with-a-steady-drumbeat-of-data/ ● http://blog.eloqua.com/the-content-grid-v2/ ● http://seouxindianer.de/blog/10-einfache-linkbaits-zum-kopieren/ Sebastian Frisch
  24. 24. Quellen● Verwendete Tools in dieser Präsentation ● http://siteexplorer.search.yahoo.com/de/ ● Searchmetrics Essentials http://www.searchmetrics.com Sebastian Frisch
  25. 25. Bonus: Tipps für Unternehmen Social Media und SEOim Unternehmen etablieren Sebastian Frisch
  26. 26. Tipps für Unternehmen● Erst SEO-Hausaufgaben machen● Hohe Zeitinvestition am Anfang einrechnen ● Studenten können unterstützen ● Team-Mischung aus jung und erfahren● Redaktionelle Prozesse etablieren → ständig genialer Content nötig ● Redaktionsplan etablieren ● Feste Redaktionsmeetings ● Feste Brainstorming-Meetings● Langfristige Auswirkungen (Branding) mit einrechnen Sebastian Frisch
  27. 27. Tipps für Unternehmen● Qualität statt Quantität (siehe Panda-Update) → bei allen Tätigkeiten! Qualität siegt!● Zielseiten entkommerzialisieren● "Privater Modus" der Menschen verstehen● Titel richtig formulieren ● Kann ich "Gefällt mir" klicken? ● Stehen alle Infos drin? ● Will ich es unbedingt sehen? Sebastian Frisch
  28. 28. Tipps für UnternehmenDefinition guter Inhalt:Ich möchte es unbedingt weitererzählen, weil es unfassbar lustig, einzigartig, informativ oder umfassend ist. Sebastian Frisch
  29. 29. Tipps für UnternehmenTipps für gute Inhalte:Kostenloses Events BenefizaktionGewinnspiele Whitepaper UmfragenNeuigkeiten Chechliste WidgetsKontroverse Meinung Vergleiche GrundlagenAnleitungen Podcast StudienInterviews Excel-Liste ArtikelserienBilderserien Tools u.v.m.Geheimnisse VideosInfografiken TippseBooks AbmahnungQuiz Provozieren Sebastian Frisch
  30. 30. Tipps für Unternehmen● Populäre Themen finden ● z.B. Cloud, Facebook, Youtube, Apple, Google, Android, iPhone, Fussball, Finanzkrise ● http://www.tumblr.com/tagged/tech ● http://www.stumbleupon.com/discover/html5/ ● http://digg.com/news/technology/media/month ● http://rivva.de ● http://www.bild.de/digital/startseite/digital/digital-home-15479358.bild.html ● http://www.google.com/insights/search/ Sebastian Frisch
  31. 31. Sebastian Frisch – http://www.sfrisch.de Sebastian Frisch

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