Simon Heseltine - AOL - SearchCongress Barcelona 2013

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Simon Heseltine - AOL - The colliding worlds of Social and organic search - SearchCongress Barcelona 2013

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Simon Heseltine - AOL - SearchCongress Barcelona 2013

  1. 1. Search CongressBarcelonaThe Colliding Worlds of Social and Organic SearchPresented By:Simon HeseltineDirectorTwitter: @simonheseltineAIM: SimonHeseltineFeb, 22 2013
  2. 2. Who am I? 2 @simonheseltine Social & SEO
  3. 3. The Colliding Worlds of Social and Organic Search Image: http://www.aolartists.com/profiles/abbi-jacobson/#74
  4. 4. SMO killed the SEO star? 4 @simonheseltine Social & SEO
  5. 5. SMO killed the SEO star? http://www.seobook.com/learn-seo/infographics/death-of-seo.php 5 @simonheseltine Social & SEO
  6. 6. SEO Growth Rate 55% of companies expect to spend more on SEO YoY Econsultancy / SEMPO state of search report 2012 6 @simonheseltine Social & SEO
  7. 7. Social Media Growth Rate Econsultancy / SEMPO state of search report 2012 7 @simonheseltine Social & SEO
  8. 8. Social Media Goals Econsultancy / SEMPO state of search report 2012 8 @simonheseltine Social & SEO
  9. 9. SEO & SM playing together Econsultancy / SEMPO state of search report 2012 9 @simonheseltine Social & SEO
  10. 10. SEO & SM playing together Econsultancy / SEMPO state of search report 2012 10 @simonheseltine Social & SEO
  11. 11. SEO & SM playing together Econsultancy / SEMPO state of search report 2012 11 @simonheseltine Social & SEO
  12. 12. A closer look: 12 @simonheseltine Social & SEO
  13. 13. Social Virality – The most linked to sites on Twitter http://mashable.com/2012/08/16/twitter-day-in-the-life-infographic/ 13 @simonheseltine Social & SEO
  14. 14. Social ViralityThe publishers with the greatest number of stories that have over 100 Facebookinteractions in the month of September, as measured on October 1 http://www.buzzfeed.com/mattbuchanan/the-biggest-sites-in-social-publishing 14 @simonheseltine Social & SEO
  15. 15. Social ViralityThe publishers with the greatest number of Facebook interactions through October 1, 2012 http://www.buzzfeed.com/mattbuchanan/the-biggest-sites-in-social-publishing 15 @simonheseltine Social & SEO
  16. 16. Social & The Huffington Post 16 @simonheseltine Social & SEO
  17. 17. Social & The Huffington Post 17 @simonheseltine Social & SEO
  18. 18. Social & The Huffington Post August 2011 Huffington Post passed the 100mm comment milestone Jan 2012 Passed the 130mm comment milestone April 2012 Passed the 150mm comment milestone Oct 2012 Passed the 200mm comment milestone 18 @simonheseltine Social & SEO
  19. 19. Social & The Huffington Post - Engagement 70% of our comments are replies to other people Over 1,000 of the community members who signed up in first the 6 months of HuffPost’s existence still comment more than once a week today. 19 @simonheseltine Social & SEO
  20. 20. Social & The Huffington Post 20 @simonheseltine Social & SEO
  21. 21. Social Presence 21 @simonheseltine Social & SEO
  22. 22. Social Presence 22 @simonheseltine Social & SEO
  23. 23. Social Presence 23 @simonheseltine Social & SEO
  24. 24. Social Presence 24 @simonheseltine Social & SEO
  25. 25. Social Presence 25 @simonheseltine Social & SEO
  26. 26. Social Case Studies 26@simonheseltine Social & SEO
  27. 27. Nielsen Connected Devices Study Q2 2012 27@simonheseltine Social & SEO
  28. 28. The State of the Union 284 likes, 63 comments, 11 shares 28 @simonheseltine Social & SEO
  29. 29. The State of the Union 1209 likes, 94 comments, 131 shares 29 @simonheseltine Social & SEO
  30. 30. The State of the Union 1986 likes, 221 comments, 165 shares 30 @simonheseltine Social & SEO
  31. 31. The State of the Union 3883 likes, 294 comments, 395 shares 31 @simonheseltine Social & SEO
  32. 32. The State of the Union 5838 likes, 437 comments, 1217 shares 32 @simonheseltine Social & SEO
  33. 33. The State of the Union 32,694 likes, 2,525 comments, 4,268 shares 33 @simonheseltine Social & SEO
  34. 34. Is it all about the shares? 34@simonheseltine Social & SEO
  35. 35. Is it just about what happens on the social sites? 35 @simonheseltine Social & SEO
  36. 36. Is it just about what happens on the social sites? 36 @simonheseltine Social & SEO
  37. 37. Gauging virality T.P.M. Tweets Per Minute R.T.P.M. ReTweets Per Minute L.P.M. Likes Per Minute S.P.M Shares Per Minute C.P.M. Comments Per minute C.A.P.M. Click Actions Per Minute P.V.P.M. Page Views Per Minute 37 @simonheseltine Social & SEO
  38. 38. Fanning the flames of virality Questions to ask: •What to retweet •When to retweet it •What account(s) to retweet from Image: http://www.aolartists.com/profiles/david-ellis/#923 38 @simonheseltine Social & SEO
  39. 39. Encouraging virality 39 @simonheseltine Social & SEO
  40. 40. Fanning the flames of virality Questions to ask: •What to retweet •When to retweet it •What account(s) to retweet from •Who to engage with – if you have celebs in the piece, tweet it @them 40 @simonheseltine Social & SEO
  41. 41. Fanning the flames of virality Questions to ask: •What to retweet •When to retweet it •What account(s) to retweet from •Who to engage with – if you have celebs in the piece, tweet it @them 41 @simonheseltine Social & SEO
  42. 42. Links, Links, Links – SEO’s Lifeblood? 42 @simonheseltine Social & SEO
  43. 43. Social Search & SEO http://www.youtube.com/watch?v=ofhwPC-5Ub4 43 @simonheseltine Social & SEO
  44. 44. Retweets in search “We take into consideration how often a link has been tweeted or retweeted, as well as the authority of the Twitter users that shared the link.” Bing “Yes, we do use it as a signal. It is used as a signal in our organic and news rankings. “ Google http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389 44 @simonheseltine Social & SEO
  45. 45. Facebook shares in search “We can tell if something is of quality on Facebook by leveraging Twitter. If the same link is shared in both places, it’s more likely to be legitimate.” Bing “We treat links shared on Facebook fan pages the same as we treat tweeted links. We have no personal wall data from Facebook.” Google http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389 45 @simonheseltine Social & SEO
  46. 46. Regular Search 46 @simonheseltine Social & SEO
  47. 47. Personalized search 47 @simonheseltine Social & SEO
  48. 48. Google + influence on search… 48 @simonheseltine Social & SEO
  49. 49. Regular search 49 @simonheseltine Social & SEO
  50. 50. Personalized search 50 @simonheseltine Social & SEO
  51. 51. Changes to SEO 51 @simonheseltine Social & SEO
  52. 52. Key takeawaysSocial media is going to drive organic traffic through the search engines, whether through personalization, algorithmically, or real time search widgets, so integrate it into your SEO strategiesThe search world is more complicated than it was 18 months ago, and will continue to evolve, so you need to keep on top of it, and keep testing 52 @simonheseltine Social & SEO
  53. 53. Search CongressBarcelonaThe Colliding Worlds of Social and Organic SearchPresented By:Simon HeseltineDirectorTwitter: @simonheseltineAIM: SimonHeseltineFeb, 22 2013

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