Pubcon Vegas 2012: Social Media Signals for Search Engines -10-04-12

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Learn how social media signals are used by search engines and how to capitalize on them

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Pubcon Vegas 2012: Social Media Signals for Search Engines -10-04-12

  1. 1. Social Media Signals in SEO Still Early Days
  2. 2. First Off... Who Am I? Co-author: The Art of SEO President: Stone Temple Consulting 25+ person SEO and PPC firm Trainer: Instant E-Training Founder: Web Site Publishing Companies Publish web sites, grow them, then sell them 2 significant exits so far Twitter: @stonetemple Google +: +Eric Enge / +Stone Temple Consulting @stonetemple / + Eric Enge
  3. 3. Facebook Shared Content@stonetemple / + Eric Enge
  4. 4. Twitter Shared Content @stonetemple / + Eric Enge
  5. 5. Google+ Share@stonetemple / + Eric Enge
  6. 6. Facebook Comments (Techcrunch) @stonetemple / + Eric Enge
  7. 7. What Do the Search Engines See?Signal Bing GoogleFacebook Like Yes Crawl Based?Facebook Share, Personal Page Yes No?Facebook Share, Brand Page Yes Crawl BasedFacebook Comments Yes Yes (Crawl Based)Twitter Share Yes Crawl BasedTwitter Retweet Yes Crawl BasedTwitter Mentions Yes Crawl Based+1 Crawl Based YesGoogle+ Share Crawl Based YesGoogle+ Mention Crawl Based Yes @stonetemple / + Eric Enge
  8. 8. On using Likes as votes the way links are used: “…what does a like mean? Some people like the page, some folks might like the content, some folks might just think it’s funny and likeable. As you said, the likes are a good signal, but they’re not a granular signal of what particular thing you’re actually expressing a like about.” Bing’sStefan Weitz @stonetemple / + Eric Enge
  9. 9. It’s About Picking the Best Content @stonetemple / + Eric Enge
  10. 10. Weighting Votes - Relevance What What you want They’re to say Interested in Relevance @stonetemple / + Eric Enge
  11. 11. Weighting Votes – Authority How well do you know the topic? Recognized Thought leader? @stonetemple / + Eric Enge
  12. 12. Weighting Votes - Trust  Can your opinion be trusted?  What are your Perceived motives?  Do people engage With your brand?@stonetemple / + Eric Enge
  13. 13. Weighing Votes – Effort & Commitment @stonetemple / + Eric Enge
  14. 14. Balance of Signals? Think Like a Search Engineer Consider site with “to die for” link profile … but no one is talking about it Do you trust that site? @stonetemple / + Eric Enge
  15. 15. Which Site Looks Better to You? @stonetemple / + Eric Enge
  16. 16. Which Site Looks Better to You? (Hint) @stonetemple / + Eric Enge
  17. 17. Social Signals in Use@stonetemple / + Eric Enge
  18. 18. Bing’s Social Sidebar@stonetemple / + Eric Enge
  19. 19. Facebook Integration@stonetemple / + Eric Enge
  20. 20. Facebook Likes@stonetemple / + Eric Enge
  21. 21. Quora Integration@stonetemple / + Eric Enge
  22. 22. Reviews@stonetemple / + Eric Enge
  23. 23. Facebook Activity@stonetemple / + Eric Enge
  24. 24. Social Sharing Shown in Google Shared on Google+ Shared on Another Social Network Google+ Post @stonetemple / + Eric Enge
  25. 25. Must Be In Your Circles @stonetemple / + Eric Enge
  26. 26. Other SocialConnections Found Via Connected Accounts @stonetemple / + Eric Enge
  27. 27. Facebook Shares 0.35Facebook Total 0.34# Backlinks 0.34 Correlations WithFacebook Comments 0.31 RankingsFacebook Likes 0.28Tweets 0.24% Baclinks With Keyword 0.16 Source: Searchmetrics% Backlinks with NoFollow 0.16Keyword in Domain Name 0.11 @stonetemple / + Eric Enge
  28. 28. Be Careful With Correlations! @stonetemple / + Eric Enge
  29. 29. Bing Results 2010 (New York Post) @stonetemple / + Eric Enge
  30. 30. Bing Results 2011 @stonetemple / + Eric Enge
  31. 31. Bing Results 2012With a Social Sidebar @stonetemple / + Eric Enge
  32. 32. Influence of Social Media Likes / Shares / +1s • Your friend +1s it • Your friend shares it on Google Plus • Your friend shares it on another connected network • Your friend Likes it • Your friend shares it on Facebook or Twitter • Other networks with related content @stonetemple / + Eric Enge
  33. 33. Rel=Author@stonetemple / + Eric Enge
  34. 34. The Synergy We’re Looking For Shared on Social Networks Helps Drive New Followers, Fans, Friends Traffic, Links & New Subscribers @stonetemple / + Eric Enge
  35. 35. The Synergy We Are Looking For – Step 2 (Influencers) (Sharing) (Your Stuff) @stonetemple / + Eric Enge
  36. 36. Case Study: Social Media Link Building At Work@stonetemple / + Eric Enge
  37. 37. Interview with Tiffany Oberoi @stonetemple / + Eric Enge
  38. 38. An Influencer Said Something Nice About it @stonetemple / + Eric Enge
  39. 39. SERP for Key Search Term #3! @stonetemple / + Eric Enge
  40. 40. Interview with Peter Norvig @stonetemple / + Eric Enge
  41. 41. Influencer Tweet3.8 Million Followers! @stonetemple / + Eric Enge
  42. 42. An “Event” (Peter Norvig Interview) @stonetemple / + Eric Enge
  43. 43. Latest Matt Cutts Interview @stonetemple / + Eric Enge
  44. 44. Duane Forrester Interview @stonetemple / + Eric Enge
  45. 45. Link Results@stonetemple / + Eric Enge
  46. 46. Thank You!Eric Enge eenge@stonetemple.com @stonetemple + Eric Enge (508) 485-7751 www.stonetemple.com @stonetemple / + Eric Enge

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