How Social Marketing Influences Search Engine Results

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In this conference presentation from May 16, 2014 at ClickZ Live in Toronto, the concepts of how various forms social marketing can not only influence the terms people search one, but how both Google and Bing are using Social Signals to speed up the indexing of web content and how these social signals are used to establish trusted links to the content.

Since the Panda update where bad links can actually hurt your sites rankings in search results, establish trust links via social marketing is more critical than ever and this presentation shows you how.

Published in: Marketing, Technology, Business
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How Social Marketing Influences Search Engine Results

  1. 1. @aknecht Beyond the “Like” Influencing Search Via Social Alan K’necht Partner: Analytics & Social Digital Always Media
  2. 2. @aknecht About • Provide SEO, Social & Analytics Services, Training & Consulting
  3. 3. @aknecht About Alan • Working with the Internet since 1994 • Started with Digital Analytics in 1995 • Also been a: – Web developer – Analyst – SEO/Social Media • Teach Analytics Subject Head for USF Online • Published 1st book in 2010
  4. 4. @aknecht How can you use social to influence search?
  5. 5. @aknecht How can you use social to influence search? “Search is highly dependent on one over riding component, which is __________________?”
  6. 6. @aknecht How can you use social to influence search? …..Some level of awareness
  7. 7. @aknecht How can you use social to influence search? Example: What is this?
  8. 8. @aknecht How can you use social to influence search? Example: What is this?
  9. 9. @aknecht Trademarked Terms Category Term
  10. 10. @aknecht Influencing The Trend Line
  11. 11. @aknecht The Trend Line in Canada
  12. 12. @aknecht Impact of Social/Brand Marketing
  13. 13. @aknecht Example: How can you use social to influence search?
  14. 14. @aknecht Example: “Rob Ford” How can you use social to influence search?
  15. 15. @aknecht Example: “Rob Ford” How can you use social to influence search?
  16. 16. @aknecht “Rob Ford” Canada Trend • Elected mayor October 2010 – tiny blimp
  17. 17. @aknecht “Rob Ford” USA Trend • Elected mayor October 2010 – tiny blimp
  18. 18. @aknecht “Rob Ford” World Trends
  19. 19. @aknecht Impact of Social For Good or Bad • Starts the conversation • Creates awareness beyond local market • Gives brand notoriety • Can influence terms people search on
  20. 20. @aknecht Can you use social to influence search results? “What about Links? Will social help me there?”
  21. 21. @aknecht YES!Great stuff to share + The right audience ----------------------------------------- = Natural links (The best kind)
  22. 22. @aknecht And…..NO! Page likes won’t help with the algorithm
  23. 23. @aknecht Social’s Impact On Links
  24. 24. @aknecht Social’s Impact On Links
  25. 25. @aknecht Social’s Impact On Links
  26. 26. @aknecht Social’s Impact On Links • Search Engines See Something is Happening by: – Where crowds are gathering (Views) – Pages that engage (low bounce rates) – High number of social shares
  27. 27. @aknecht Social’s Impact On Links • Search Engines Looking for: – Where crowds are gathering (Views) • Something is Happing There (rapid indexing) – Pages that engage (low bounce rates) • High quality content – High number of social shares • Used to justify number and quality of links
  28. 28. @aknecht If no one else cares about your stuff…. ….then don’t expect the search engines to, either. Food for Thought
  29. 29. @aknecht Understand Causation vs. Correlation
  30. 30. @aknecht Understand Causation vs. Correlation If it rains…..
  31. 31. @aknecht Understand Causation vs. Correlation If it rains, you use an umbrella Source: John Vetterli via Flickr.com
  32. 32. @aknecht Understand Causation vs. Correlation Using an umbrella doesn’t mean……
  33. 33. @aknecht Understand Causation vs. Correlation Using an umbrella doesn’t mean it’s raining
  34. 34. @aknecht Thank You! Want to chat? • Find me here • Be sure follow me on Twitter • Connect with via LinkedIn • Just search for me “Alan K’necht”

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