Social Search & Social SEO for Marketing - Marcus Taylors, SEOptimise


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Social Search & Social SEO for Marketing - Marcus Taylors, SEOptimise

  1. 1. Harnessing the Benefits of Social SEO & Personalised Search<br />Marcus Taylor<br />Head of Social SEO at SEOptimise<br />@MarcusATaylor<br />
  2. 2. What I’m going to be talking about<br />I’ve split this presentation up into three parts:<br />How Facebook Likes Impact Rankings<br />1<br />How Google +1s Impact Rankings<br />2<br />How to Succeed at Personalised Search<br />3<br />2<br />
  3. 3. How Facebook Likes Impact Rankings <br />3<br />
  4. 4. 4<br />What Google & Bing Say…<br />“We treat links shared on Facebook Fan Pages the same as we treat tweeted links.” <br />– Google, via Search Engine Land interview<br />“Google use Twitter, Google Reader, and other sites but currently do not use Facebook. So Facebook has no real direct impact on rankings as of yet”<br />– Barry Schwarz, SE Roundtable<br />
  5. 5. 5<br />I ran two experiments<br />Likes used to get URLs indexed.<br />Now they don’t.<br />
  6. 6. Likes = Traffic = Links & Other Social Signals = Rankings.<br />6<br />But: Likes Do Still Impact Rankings Indirectly<br />
  7. 7. How Google +1s Impact Rankings<br />7<br />
  8. 8. What Google Say…<br />8<br />“Click +1 to publicly give something your stamp of approval. Your +1's can help friends, contacts, and others on the web find the best stuff when they search.”<br /><ul><li>Google</li></ul>“Google will study the clicks on +1 buttons as a signal that infleunces the rankings and appearance of websites in search results”<br />- Google<br />
  9. 9. Existing Google +1 Experiments<br />9<br />“+1 markings seem to have a positive effect on the number of impressions in search results because they rank higher when the same person re-visits the same search or rank higher results in the social circle of those who marked the link.<br />All in all, this increased visibility and CTR can raise traffic to a website’s substantially. We measured an increase of 20% with our limited experiment”<br />More info:<br />
  10. 10. My Experiment<br />I took 36 URLs across 6 varied domains and added ‘real’ +1s <br />10<br /><ul><li>Mixture of indexed / unindexed.
  11. 11. Mixture of homepages / deep pages.
  12. 12. Mixture of pages with links / no links.
  13. 13. Mixture of pages with social signals / no social signals.</li></ul>More info:<br />
  14. 14. The Results<br />I noticed (sustained) ranking increases within a few days in most instances.<br />11<br />
  15. 15. Google +1s Are a Ranking Factor<br />They’re also likely to become more of a ranking factor in the future.<br />12<br />
  16. 16. How to Succeed at Personalised Search<br />13<br />
  17. 17. You have to influence a user’s search history<br />In favour of your brand or website.<br />14<br />Several months later..<br />
  18. 18. 15<br />Appear for ‘comparison’ and head of tail key terms where people start stopping.<br />
  19. 19. 16<br />Be awesome and encourage return visits.<br />
  20. 20. 17<br />Run offline (radio / TV / print) ads with a ‘search for us’ call to action.<br />
  21. 21. 18<br />Run branded events / sponsor events.<br />
  22. 22. 19<br />Link or reference search results from products – tell people to “search Google for X” if you know you rank #1 for that term.<br />
  23. 23. Questions?<br />20<br />@MarcusATaylor<br />