1.
Samir Palnitkar
President
ShopSocially
@ShopSocially
July 16, 2014
Presenters:
Tim Ahlenius
Senior Digital Strategist
AmericanEagle.com
@_Americaneagle
Using Social Signals to
Boost SEO Ranking
Hashtag for social sharing - #SocialSEO

2.
Americaneagle.com

3.
 Comprehensive Social Commerce Platform
 Started in 2010
 150+ Brand name customers
 Focused on generating ROI
LinkShare
Technology
Genius Award
Most promising
private companies
2013
Featured in a recent
Social Commerce
case study
Top Startup
Award
Ask-a-Friend
Refer-a-Friend
Get-a-Fan
Social Connect
Social Login
Viral Offer Sharing
Viral Flash SaleShare-a-Purchase
Share-on-Mobile
Shopping Community
Product StoriesSocial SEO
Share-and-Win
Get-an-Email
Photomonials

4.
Agenda
 Evolution of Search
 Search in Social World
 Strategies to boost SEO Rank using Social
 Increase Content Sharability Onsite
 Optimize Shared Content
 Social UGC for SEO Benefit
 Social UGC as Social Proof on site
 Questions and Answers

5.
Evolution of Search

6.
Google Classic 

7.
Search 1.0
All About Shoes
Shoes Shoes Shoes Shoes
Shoes Shoes Shoes Shoes
Shoes Shoes Shoes Shoes
Shoes Shoes Shoes Shoes
Shoes Shoes Shoes Shoes
Shoes Shoes Shoes Shoes
Shoes Shoes Shoes Shoes
Shoes Shoes Shoes Shoes
Shoes Shoes Shoes Shoes
Shoes Shoes Shoes Shoes
Shoes Shoes Shoes Shoes
Buy Shoes
Results based on on-page keyword density

8.
Search 2.0
Results based on on-page and off-page factors
On-Page
» Meta-tags
» Keywords
» Sitemap
Off-Page
» Blogs
» Directories
» Forums
Buy Shoes

9.
Search 3.0
Results for specific verticals like Shopping, News, Videos, etc.

10.
Search 4.0
Results impacted by social signals – Social Search

11.
Search in Social World

12.
Personalized Search Results in Google
User not logged in

13.
Personalized Search Results in Google
Logged in user
Personalized Results
Your content is pushed up by Google when your Google+ followers
search

14.
Bing Also Uses Social to Personalize Search
Social Results

15.
Social Signals are Driving SEO Rank
7 out of top 8 SEO
factors are related
to social!
Source:SearchMetrics

16.
Likes & Shares Drives SEO Rank
Source:ShopSocially

17.
Hear from the Horse’s Mouth – Google
Source: http://goo.gl/VxcHFR
Then
updated
10/16/2012
Now
updated
05/27/2013
Google has officially replaced ‘back links’
with ‘sharing’ as the key SEO driver

18.
Strategies to Boost
SEO Rank using Social

19.
Increase Content
Sharability via Onsite
Social Apps
1

20.
Embed Onsite Apps to Generate Social Signals
 Employ C2C strategies on your
website to drive social spread
of brand
 Embed onsite social apps to
encourage social sharing
 Incentivize customers to do
Social SEO for you

21.
Incentivize Social Sharing

22.
Incentivize Social Sharing
 Reward customers for sharing products – generate social signals
 Your content is pushed up by Google when your G+ followers search

23.
Convert Customer Delight into Social Shares
On order completion, leverage customer delight for social sharing of purchases

24.
Optimize Shared
Content
2

25.
Anatomy of a Shared Snippet
 Title, Description, Image and URL are under your control
 Double SEO benefit –> back link + social sharing
 You can influence “Share Blurb” as well!

26.
Influence Share Blurb
 Nudge sharers to post a comment
 Add a brand hashtag to increase social visibility

27.
Leverage Google Authorship
 Highlights the author of content, increases the credibility of search results and
can drive higher CTR
 Links to the Google Plus profile of the author

28.
True Cost of Search Anonymity is Irrelevance
“Within search results, information tied to
verified online profiles will be ranked higher
than content without such verification, which
will result in most users naturally clicking on
the top (verified) results.“
“The true cost of remaining
anonymous, then, might be
irrelevance.”
Eric Schmidt
Exec. Chairman, Google
Source: WSJ Blog

29.
How to Set Up Google Authorship?
1. Verify work email address
2. Link Google profile to your content

30.
How to Set Up Google Authorship?
 Add the following to your content
<a href=“https:// plus.google.com/111273426956357818965?rel=author”>Jai
Rawat </a>
 Verify that it is working properly Your G+ ID & name
Google shows you as Author of the content

31.
Social UGC for SEO
Benefit
3

32.
Leverage Social Brand UGC using Hashtags
 Encourage Social UGC generation with your brand hashtag
 Hashtags increase visibility and searchability in social media
 Customers generating social UGC with your brand hashtag adds to
brand’s overall digital presence
Keyword – Content SEO
Hashtag – Social SEO

33.
Aggregate Social Brand UGC for SEO Benefit
 Hundreds of photos for your brand
are already being shared on
Instagram, Twitter, Facebook
 Channeling this social UGC via
brand hashtags can lead to
creation of valuable back-links
 Social UGC is content which is
already being shared socially –
increases brand’s sharability

34.
Popularity Contests to Generate Social UGC
Canvas on Demand

35.
Social UGC as
Social Proof on site
4

36.
Social UGC on Site Leads to More Sharing
 Showcasing brand’s
socially shared
content acts as social
proof for site users
 Increases sharability
of the site and brand,
leading to SEO boost

37.
Real Time Social Buzz Drives Engagement
 Real-time social
buzz on site
increases user
engagement –
increasing Page
Rank for the site
 Continuously
refreshing
content boosts
SEO Rank of the
page

38.
Get Socially Awesome
 SEO boost
 Likes, shares, tweets, G+
 Shares also add to ‘freshness’ SEO value
 Back-links
 UGC
 Referral traffic from shared content
 Loyalty
 Visitors sharing content will see you higher in search
results!
 Higher conversion rate due to social proof

39.
Summing Up

40.
Summing Up the Social SEO Goodness
 Increase Sharability of Onsite Content
 Optimize Shared Content
 Use Social UGC for SEO Benefit
 Use Social UGC as Social Proof on site

41.
PHOTOMONIALS

42.
Americaneagle.com Integrations
Americaneagle.com and ShopSocially have
teamed together to offer a NEW pre-integrated
solution that can be turned on in a snap!
Americaneagle.com supports these platforms:
 Sitecore
 Sitefinity
 Mozu
 Magento
 Kentico
 idev®
Take a look at these companies that have
recently integrated -- with more integrations to
come!

43.
Special Offer for today’s attendees
SS-SOCIALSEO-14
Mention the code above to get one free month or an iPad
mini with one year subscription,
plus a FREE social audit from Americaneagle.com!

44.
Q & A?

45.
samir@ShopSocially.com
sales@ShopSocially.com
http://shopsocially.com
+1 650 701 7759
Social@americaneagle.com
Thanks