1. SEO Tips and Techniques:
Impact of Social
Geoff Parker
Client Services Director
Stand: D22
www.clickconsult.com Tel: 0845 205 0292

2. Overview
• Changing Algorithm – Content and Social
• Strategies for Content and Social
• Research – Social Sign-Ins
• The Future of SEO
www.clickconsult.com Tel: 0845 205 0292

3. CHANGING ALGORITHM
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4. Panda or Farmer
• One year anniversary last week (24th Feb 2011)
Lessons
1. Focus on quality of content
2. Don’t scrape content (Update 2.2, June)
3. Make content rich, suggest using Videos (Update
2.5, Sept). Android + YT biggest winners
4. Keep content fresh, use blogs and news
(November Freshness Update)
• Brands generally profited
• Ecommerce sites with thin amounts of content on
product pages were hit www.SEOPressor.com
www.clickconsult.com Tel: 0845 205 0292

5. Social impact on
Rankings
• Facebook and Twitter links both impact Google rankings (December 2010)
PageRank meet “SocialRank” build human authority
• Reputation of content creators (authors)
• Looking at quality of Twitter followers as well as re-tweets
• Google did crawl shared links on Facebook Fan pages
• Now it looks at likes and “talking about this”.
•The same results were found for Bing
www.clickconsult.com Tel: 0845 205 0292

6. SEOMoz Research
The Social
Correlation with
Google Rankings
SEOMoz Research
Data (April 2011)
• 42% of top
ranking pages
have been
tweeted
• 61% of top ranking pages have been shared on Facebook
www.clickconsult.com Tel: 0845 205 0292

7. SOCIAL & CONTENT
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8. Sharing of Content
• People want to share content socially
• 25% of tweets contain a link (Dec 2010)
• Twitter 2011:
251 million videos shared
70 million videos shared
(Topsy Labs)
Image: 6th most tweeted image 2011. Shuttle launch
www.clickconsult.com Tel: 0845 205 0292

9. • Beautiful People launched Shrek Virus PR (20th June
2011)
• 1 million site visits as a result in the next few days
• The below graph shows share of voice for the mentions
of this PR
• 1,600 mentions
in one day
•Increase in social
authority for this
PR and therefore
authority for the
PR links
www.clickconsult.com Tel: 0845 205 0292

10. Google+
• Are also a ranking signal and do impact on SERPs (Google Webmaster tools)
• 90 million users v Facebook 800 million
• Growing faster than Facebook & MySpace did in early
days
• Google+ pages useful for brand reputation in SERPs
• Impact of +1s on CTR – increase of 20% (SEO Effect, Holland, June 2011)
• Conflict with Robots.txt – if you +1 a page and it is in robots to not index this page it
will still index. Be careful when adding the +1 icon to all pages
www.clickconsult.com Tel: 0845 205 0292

11. • 1.36 million users daily
• Bigger share of visits than G+ (Hitwise)
• “Repins” create new links
• Links are followed but no-followed from
homepage
• top 300 retail websites:
60% have Facebook shares
20% have +1 buttons
9% have “Pin it”
(The Find, Feb 2012)
www.clickconsult.com Tel: 0845 205 0292

12. Examples:
• Polyvore.com : 144 repins, 32 likes
• Pandonhome.com: 9 repins
www.clickconsult.com Tel: 0845 205 0292

13. CLICK CONSULT RESEARCH
www.clickconsult.com Tel: 0845 205 0292

14. About the
Research
• To understand what percentage of visitors to clients’ websites were signed into
social sites
• Approximately 30 clients studied over past four weeks
• Mixture of B2B, B2C and “Both” clients
• Used event tracking script in Google Analytics
•User Sign-Ins only tracked within the same browser
www.clickconsult.com Tel: 0845 205 0292

15. Social Sign-Ins:
Totals
• Over 40% of visitors are signed
into Facebook
%-age Sign-Ins by Social Platform
45.00%
• Almost 20% signed into 40.00%
35.00%
Google products 30.00%
25.00%
20.00%
15.00%
• More people signed into G+ 10.00%
5.00%
than Twitter
0.00%
Facebook Google G+ Pinterest Twitter
• Surprisingly low sign-ins to
Twitter? • TweetDeck not tracked (unless using
TweetDeck for Chrome)
www.clickconsult.com Tel: 0845 205 0292

16. Sign-Ins
Facebook Signed-In • More B2C signed in than B2B
43.00%
42.00%
41.00%
40.00%
• Sucharita Mulpuru, (Forrester
39.00% Research), said about F-
38.00%
37.00%
Commerce, “But it was like
36.00% trying to sell stuff to people
35.00%
34.00%
while they’re hanging out with
33.00% their friends at the bar.”
B2B B2C Both All
www.clickconsult.com Tel: 0845 205 0292

17. Sign-Ins
Google Signed-In
• Again, more B2C Consumers 25.00%
signed into Google than B2B
20.00%
• 19% total signed in – 15.00%
potential lost data in Google 10.00%
Analytics later this year (“not
5.00%
provided”)
0.00%
B2B B2C Both All
www.clickconsult.com Tel: 0845 205 0292

18. Sign-Ins
G+ Signed-In
12.00%
• G+ total at 7% 10.00%
• Twitter total at 5% 8.00%
6.00%
4.00%
Twitter Signed-In 2.00%
6.00% 0.00%
B2B B2C Both All
5.00%
4.00%
3.00% • G+ seems to be more B2B lead
2.00%
1.00%
• Twitter more B2C lead
0.00%
B2B B2C Both All
www.clickconsult.com Tel: 0845 205 0292

19. WHERE IS SEO GOING?
www.clickconsult.com Tel: 0845 205 0292

20. Search Plus Your
World
SPYW makes search more • 7% of results
personalised affected, according to
our study
Official Google Line
•“When signed in with
Google+, you’ll find
personal results and
profiles of people you
know or follow. You can
also expand your world
by discovering people
related to your search.”
www.clickconsult.com Tel: 0845 205 0292

21. Mobile SEO
Mongoose Metrics (2012)
9% of traffic to UK websites
1 million sites reviewed comes through mobile
devices
Only 7.9% of websites were
optimised Projected to be 20 - 25% by
2013 (Click Consult)
2010: only 4.8% of websites
reviewed were mobile
compatible
Mobile organic rankings
mirror desktop – BUT, this
may change
www.clickconsult.com Tel: 0845 205 0292

22. “Not Provided”
• Updated on 18th October 2011 in US
• Google will not pass organic search
• UK update sometime in 2012
keyword referral data to Analytics if
signed in
• Potentially 19% of data will be lost (Click
Consult)
• SEOMoz: 18% loss in US (Nov, 2011)
• Hubspot: 16% loss in US (Nov, 2011)
• Matt Cutts estimated single digit losses
• Solution: Avinash Kaushik
www.clickconsult.com Tel: 0845 205 0292

23. HTML 5
• Upgrade language from HTML 4 to HTML 5
• Not all browsers support it, however the
popular latest browsers do such as
Opera, Chrome, Firefox and IE
• SES London – said to keep an eye on this
for the future
• No immediate SEO benefit of HTML 5
• Googler John Mu: “No current advantage
in using HTML 5 over older variants”
www.clickconsult.com Tel: 0845 205 0292

24. In Summary
• Generate useful and/or interesting user content
• Build social authority / human authority / socialRank to compliment PageRank
• Be mindful of the growth in G+ and utilise for your business
www.clickconsult.com Tel: 0845 205 0292

25. ANY QUESTIONS?
Geoff.parker@clickconsult.com
www.clickconsult.com
www.seoconsult.com
Twitter: @ClickConsultLtd
www.facebook.com/ClickConsult
Stand: D22
www.clickconsult.com Tel: 0845 205 0292