Searchengineoptimisation...and the effect of social in search
A whirlwindhistory ofSEO
the 1990s
Searchalgorithmswere verybasic
link metrics= determinevalue of links
keyword-heavywebpages = topof searchresults
Florida 2003anti-keywordstuffing
blog       spamnofollowupdatejan 2005
2003 >2010, variousalgorithmupdates thataffected linkmetrics
significantchanges in2010 and 2011
June 2010real-timeindexing
Freshness.
PANDAFeb2011
Pandaaffected12% of allsearches
harmed„weak‟ or„thin‟content
so how isgoodcontentdefined?
What getsme to thetop ofGoogle?
The periodic table of SEO
The periodic table of SEO
The periodic table of SEO
the socialside of SEO
1sharing2platforms
1sharing
sharing.predominantly contentwhich is tweeted or likedthis directly relates tosearch rank
Over2,000Facebooklikes andnearly1,500tweets
Google use              these but              are quiet              about value.Bing haveimpliedsocial hasmore weight
Facebook andTwitter arethe bestshares to get
Google+.
Google+doesn‟t directly relateto search rankso what‟s the point?
Hotwirejumps to 3rdplace once Iam signedin. Becausea contacthas +1edthe content
Therefore, the larger yourGoogle+network, andthe more +1syour contentgets, thehigher youwill rank.
here‟s ahypothetical:
if you had 1,000 in yourGoogle+ circles,and you +1 an article,that article is much morelikely to rank on page 1 forthose 1...
Google+170m users100m active
Othersharing?Pinterest.
in February Pinterest drove           ,more traffic than Twitter Source: Shareaholic
th nk aboutthe sort ofcontent youcreate
infographics,photos, videos, visual data.
1sharing2platforms
2platforms
what do Imean byplatforms?
other socialnetworks whichshow up insearch
SlideshareYouTube
these sitesalready havehigh searchrank
creatingcontent forthem helps yoursearch position
forexample, withcontent forHotwire onmobileoptimisation
our correspondingblogpost for thatkeyphrase isnowhere to be seen
this is becauseSlidesharealready has ahigh search rank
another example,this time forYouTube: a searchfor “financialtechnology pr”...
Our website page forfinancial technologyPR ranks on page2, but the YouTubelink ranks on page 1.
again, it‟sbecause ofYouTube‟salready highpresence online
think about contentthat naturally lendsitself to existingsocial platforms
five thingsto takeaway
1 freshcontent is thebest content
2 Twitter andFacebookshares affectsearch rank
3 big Google+network and+1s = highvisibility
4 Pinterestdrives moretraffic thanTwitter
5 think aboutcontent forexisting socialplatforms
SEO is changingand social hasan increasingeffect on search.
don‟tmissout
Google algorithm                   The periodic    changes                        table of SEO  infographic               ...
SEO & the effect of social media in search
SEO & the effect of social media in search
SEO & the effect of social media in search
SEO & the effect of social media in search
SEO & the effect of social media in search
SEO & the effect of social media in search
SEO & the effect of social media in search
SEO & the effect of social media in search
SEO & the effect of social media in search
SEO & the effect of social media in search
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SEO & the effect of social media in search

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A presentation covering:
A whirlwind history of SEO; the effect of Twitter, Facebook, and Google+ sharing on search; how to adapt content for social platforms such as YouTube and Slideshare

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  • Back in 90s when....
  • Leads into search algorithms were very basic
  • Leads into google 98
  • Google was up against a market dominated by other search engines, which included Lycos, Altavista and the big player at the time – Yahoo.Leads on to Google introducing metrics.
  • For next few years ...Until Florida
  • Leads to blog spam
  • 2003>2010
  • Lead to sign
  • Lead to freshness
  • Most signifcant ever possLead to no of changes
  • What did it harm?
  • SEOs have tried to work out what this is
  • But the ultimate goal here is
  • Lead to periodic table
  • Zoom in
  • What are we interested in toda?
  • Next social side
  • Images on next
  • I’ve for the purpose of this split into 2 important ways of using social media in seo
  • What is sharing?
  • What is sharing?
  • example
  • What search engines use this?
  • So fb and twitter best
  • What about it?
  • Let’s have another exmaple
  • Nexxt is ‘hotwire is 3rd summary’
  • EXPLAIN HOW THIS WORKS NOWAnd ntherefore
  • Next is hypothetical
  • Translate for pr pointORGANICThen lead into user stats on next slide
  • What about other ‘Sharing’ options
  • Lead to ‘in feb’ start
  • Click next quite quickly to ‘think about’
  • Next is infographics
  • But its not just infographics
  • Back to the two options - platforms
  • What do i mean +CLICK
  • Quick click
  • Next is slideshare/youtube
  • Nxt is these already have high search
  • Click quickly
  • Example?
  • What about our blog?
  • Why?
  • Go onto youtube
  • 7th is the videoWheres the website?
  • Quick click
  • So THINK about +click
  • Next is 5 reminders
  • Seo is changing on NEXT
  • Next is dont miss out.
  • SEO & the effect of social media in search

    1. 1. Searchengineoptimisation...and the effect of social in search
    2. 2. A whirlwindhistory ofSEO
    3. 3. the 1990s
    4. 4. Searchalgorithmswere verybasic
    5. 5. link metrics= determinevalue of links
    6. 6. keyword-heavywebpages = topof searchresults
    7. 7. Florida 2003anti-keywordstuffing
    8. 8. blog spamnofollowupdatejan 2005
    9. 9. 2003 >2010, variousalgorithmupdates thataffected linkmetrics
    10. 10. significantchanges in2010 and 2011
    11. 11. June 2010real-timeindexing
    12. 12. Freshness.
    13. 13. PANDAFeb2011
    14. 14. Pandaaffected12% of allsearches
    15. 15. harmed„weak‟ or„thin‟content
    16. 16. so how isgoodcontentdefined?
    17. 17. What getsme to thetop ofGoogle?
    18. 18. The periodic table of SEO
    19. 19. The periodic table of SEO
    20. 20. The periodic table of SEO
    21. 21. the socialside of SEO
    22. 22. 1sharing2platforms
    23. 23. 1sharing
    24. 24. sharing.predominantly contentwhich is tweeted or likedthis directly relates tosearch rank
    25. 25. Over2,000Facebooklikes andnearly1,500tweets
    26. 26. Google use these but are quiet about value.Bing haveimpliedsocial hasmore weight
    27. 27. Facebook andTwitter arethe bestshares to get
    28. 28. Google+.
    29. 29. Google+doesn‟t directly relateto search rankso what‟s the point?
    30. 30. Hotwirejumps to 3rdplace once Iam signedin. Becausea contacthas +1edthe content
    31. 31. Therefore, the larger yourGoogle+network, andthe more +1syour contentgets, thehigher youwill rank.
    32. 32. here‟s ahypothetical:
    33. 33. if you had 1,000 in yourGoogle+ circles,and you +1 an article,that article is much morelikely to rank on page 1 forthose 1000 people.
    34. 34. Google+170m users100m active
    35. 35. Othersharing?Pinterest.
    36. 36. in February Pinterest drove ,more traffic than Twitter Source: Shareaholic
    37. 37. th nk aboutthe sort ofcontent youcreate
    38. 38. infographics,photos, videos, visual data.
    39. 39. 1sharing2platforms
    40. 40. 2platforms
    41. 41. what do Imean byplatforms?
    42. 42. other socialnetworks whichshow up insearch
    43. 43. SlideshareYouTube
    44. 44. these sitesalready havehigh searchrank
    45. 45. creatingcontent forthem helps yoursearch position
    46. 46. forexample, withcontent forHotwire onmobileoptimisation
    47. 47. our correspondingblogpost for thatkeyphrase isnowhere to be seen
    48. 48. this is becauseSlidesharealready has ahigh search rank
    49. 49. another example,this time forYouTube: a searchfor “financialtechnology pr”...
    50. 50. Our website page forfinancial technologyPR ranks on page2, but the YouTubelink ranks on page 1.
    51. 51. again, it‟sbecause ofYouTube‟salready highpresence online
    52. 52. think about contentthat naturally lendsitself to existingsocial platforms
    53. 53. five thingsto takeaway
    54. 54. 1 freshcontent is thebest content
    55. 55. 2 Twitter andFacebookshares affectsearch rank
    56. 56. 3 big Google+network and+1s = highvisibility
    57. 57. 4 Pinterestdrives moretraffic thanTwitter
    58. 58. 5 think aboutcontent forexisting socialplatforms
    59. 59. SEO is changingand social hasan increasingeffect on search.
    60. 60. don‟tmissout
    61. 61. Google algorithm The periodic changes table of SEO infographic ranking factorshttp://bit.ly/googleinfographic http://bit.ly/SEOperiodictable

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