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Wappow! Search and Social Hawaii Keynote


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Bruce Clay talks about the convergence of search engine rankings and social media in Internet marketing.

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Wappow! Search and Social Hawaii Keynote

  1. 1. SEO's Get Social<br />Bruce ClayPresident, Bruce Clay, Inc<br />
  2. 2. Socialnomics<br />A nice four-minute overview of social:<br />Socialnomics Video 3<br />
  3. 3. Social media sites dominate time online, and it is growing<br />Statistics<br />
  4. 4. Statistics<br />More than 80% of all Internet users visit Social Media sites regularly<br />Almost half of the social media sites are accessed from mobile devices<br />About 70% of adults shop online, with a growing recommendation and review base based upon social media friends and trusted sites<br />
  5. 5. We cannot control Social Media… <br />The monster is loose.<br />
  6. 6. Time Lapse<br />In the beginning, we had 10 blue links, catering in one way to anyone doing that search<br />
  7. 7. Time Lapse<br />Then we had some personalization<br />
  8. 8. Time Lapse<br />Then we have more personalization as behavior kicks in<br />Hammer<br />
  9. 9. Ambiguity is not our friend<br />AMBIGUITY is the biggest issue – how does the search engine select relevant results without having a better picture of what you want. So for “HAMMER,” the results are based upon (in this case) the only information they have … that one query<br />So what we have is personalized results derived from search history and location. Welcome to Google 2011<br />
  10. 10. Targeting the Individual<br />SEO is being seriously impacted by personalization. Google has embraced behavior and persona in tailoring search results, and I expect this to continue. In their quest to improve relevancy, Google has determined that the next and best step is to be relevant to the individual person doing the query instead of trying to be relevant to everyone at the same time with a single set of results. This is evolution.<br />
  11. 11. Not at all equal<br />We are utilizing the latest paid Google API for our ranking monitor. We are finding that many queries are not matching the user query results, sometimes by as much as 20%. In trying to determine why the API does not match the SERPs, we have determined that the problem is not the API, it is that the SERP is being personalized much more than anticipated<br />We believe that every individual search is being personalized to some extent<br />
  12. 12. Show me the money<br />We are seeing that search and social are becoming intertwined, and soon they will be difficult to separate<br />This is the goal of Google: to generate revenue by dominating the SERP at an individual level, personalized to each searcher<br />And to confuse the SERP to the point of having the searcher not know organic from paid<br />
  13. 13. Bright Shiny Object<br />SOCIAL MEDIA: That wonderful, engaging bright, shiny object seducing us to give up our personal information and trusted friends. Armed with this information, Google believes that it can tailor the SERP to each of us if we would only give them our data. Enter Google+.<br />This particular bright shiny object has an interesting interface: log in and remain logged in, plus it has integrated SEARCH.<br />
  14. 14. Value of Social Networks<br />Just being recognized by users , G+, Facebook, Twitter, blogs and review sites especially. Even after a recommendation, users consult a review site 30% (and growing) before buying.<br />Social sharing informs about popular content<br />Social sharing points to high-quality content<br />Thus, Google and Bing are using link sharing on social networks as SERP ranking factors<br />
  15. 15. Internet Marketing Optimization<br />It is important for businesses to understand and take an integrated approach to Internet marketing optimization<br />How search and social works together to meet overall business objectives<br />Many businesses are rushing to the social bandwagon without kn0wing how or why<br />
  16. 16. Internet Marketing Optimization<br />Most social activities exist because it sounded like a good idea, perhaps “sold”  by their SEO/SMM firm<br />Most businesses start with a particular tactic and not a strategy … win the battle but lose the war.<br />But search and social are merging because Google makes more money if it does.<br />
  17. 17. Adaptation<br />From a search perspective, we must adapt SEO practices to accommodate social signals<br />Social helps SEO by building a community of relevant users that talk about us<br />Relevant users support and advocate, improving overall marketing reach<br />More people seeing your site produces relevant links from random IP, users, anchor and owners – not a spam footprint<br />
  18. 18. Much larger than we thought<br />From a social perspective, it’s being seen as a part of something much bigger than any one marketing tactic<br />Links result in indexing and ranking, leading to visibility to all consumers, including more in the social community<br />Optimization and use of keywords appropriately will result in better acceptance of your authoritative position within the social community<br />This leads to more referrals<br />
  19. 19. Matching Personas<br />We need to match the persona of the searcher to the persona of the website<br />≠<br />
  20. 20. So, Likes improve cave traffic?<br />
  21. 21. Signals<br />Google has stated that they will study clicks on +1 buttons as a signal influencing ranking<br />Ninety-one percent of all search professionals believe that social improves search rankings<br />Google thinks it increases search revenue<br />
  22. 22. Signals<br />Authority of the sharer? (Think link authority)<br />How quickly and often is it being re-shared? (Link growth)<br />Share text: what does it say?<br />What personas are doing the sharing?<br />Seems that “likes” are the new links.<br />
  23. 23. This means for SEO<br />We need great content and it needs to be shareable by our community<br />We need to promote our content; not spam, but engage and encourage<br />We need to participate in social communities<br />We need to not spread ourselves too thin, participate when it makes sense<br />
  24. 24. This means for SEO<br />These lead to quality, relevant links, and improves branding and reputation.<br />THIS LEADS TO INCREASED RANKINGS.<br />But search is also (mostly) about traffic. There has been a measurable jump in traffic after strategic Twitter announcements.<br />
  25. 25. This means for SEO<br />Correlation is not causation. Because we expect it to help we do it, and by taking that action we bias results. To see if Like and +1 helps, add them, measure, then remove them and re-measure.<br />SEOmoz has some serious correlation charts, and they are worth looking at.<br />
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  27. 27. SEO's Get Social<br />Bruce ClayPresident, Bruce Clay, Inc<br />