Leveraging Social Media for SEO

Using Your Social Network for Higher Search Rankings,[object Object],Rand Fishkin, CEO + Co-founder, SEOmoz,[object Object],July 2011; Sao Paulo, Brazil,[object Object]

Direct Impacts of Social Networks on Search Rankings,[object Object]

Direct Links from Social Profiles,[object Object],Not all profile links are followed, but correlation data suggests even the nofollows may add value.,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],Via http://answers.onstartups.com, which uses the StackExchange platform.,[object Object]

Tweets Influencing Crawling + Rank,[object Object],Tweets from powerful accounts that earn lots of RTs seem to act like links and help even in the long term,[object Object],Check out these two: http://www.seomoz.org/blog/the-tweet-effect-how-twitter-affects-rankings-12781and http://www.seomoz.org/blog/tweets-effect-rankings-unexpected-case-study,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object]

Social / UG Content Targeting Long Tail Queries,[object Object],A great example of this is Facebook comments, which you can make indexable using: http://www.seomoz.org/blog/make-facebook-comments-box-indexable-by-search-engines,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object]

Second-Order Effects of,[object Object],Social Media,[object Object]

Links Created Due to Social Visibility,[object Object],I’ve contributed on http://quora.com moderately over the past year and in addition to the direct traffic, Moz now also earns nice links from folks who find us through those threads.,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object]

Branding Impact,[object Object],If you want everyone in the startup/hacker world to know your company, just get 5-6 pieces to the frontpage of Hacker News.,[object Object],Sites like http://news.ycombinator.com exist in virtually every tech-forward industry, and when they don’t; there’s a big opportunity for you to create/host them.,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object]

Positive User/Usage Data Signals,[object Object],[object Object]

CTR from SERPsSocial traffic may have high bounce rate, but it shows engagement and builds familiarity, leading to greater trustworthiness and all the accompanying metrics Google now uses w/ Panda.,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object]

Influencing Personalized SERPs & Adding Social Proof,[object Object]

+1s in the SERPs,[object Object],Hello Social Proof!,[object Object],These +1 counts only seem to show when a page has 500 or more +1s. More - http://searchengineland.com/confirmed-google-showing-1-counts-to-logged-out-users-82800,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object]

“My Social Circle” Results,[object Object],Results from Google’s “My Social Circle.” To see results like this, just add “&tbs=frim:1” to the end of any Google query.,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object]

Social Annotations from Your Network,[object Object],As great as http://www.everywhereist.com is, it doesn’t rank page one for this query unless I’m logged in and following Geraldine on Twitter.,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object]

The social connections appear to influence rank ordering.,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],These annotations undoubtedly increase CTR, particularly if the source is trusted.,[object Object]

Hang on a tic... How did they know I’m connected to Kalena on Facebook?! I haven’t yet added Facebook to my Google account!,[object Object],When Google starts using latent (rather than active) network connections, social becomes even more powerful.,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object]

Google crawls deeply to get social data and connections once you add a profile.,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],Read more here http://www.seomoz.org/blog/social-annotations-in-search-now-your-social-network-rankings and see your socially connected data via http://www.google.com/s2/search/social?hl=en#socialcontent,[object Object]

Google Has Deep Social Network Spidering,[object Object],Notice that Google crawls through one network to discover connections 2-3 “hops” away on another.,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],Read more here http://www.seomoz.org/blog/social-annotations-in-search-now-your-social-network-rankings and see your socially connected data via http://www.google.com/s2/search/social?hl=en#socialcontent,[object Object]

Google+,[object Object],A New Front in the Search & Social Mix,[object Object]

9,737 followers on Google+. 1,708 followers on Facebook.,[object Object],You can see more about the Google+ product via their demo here - http://www.google.com/intl/en/+/demo/,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object]

Google+ Still Has a Lot to Learn About Social,[object Object],Facebook URL,[object Object],Facebook.com/Rand.Fishkin,[object Object],Twitter URL,[object Object],Twitter.com/randfish,[object Object],Google+ URL,[object Object],plus.google.com/u/1/111294201325870406922,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],Google themselves recommend usable, descriptive URLs, but fails on +,[object Object]

Sharing on Google+ is a Bit Different,[object Object],Via http://crosscutcommunications.com/wp-content/uploads/2011/07/Extendedcircles-2-1024x625.jpg,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object]

Mentions are Useful, but a Bit Hidden,[object Object],Go to “Notifications” then use the menu to select “Mentions”,[object Object],This, sadly, means that, at least for now, mentioning someone on Plus won’t get their attention the way it can on Twitter,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object]

FindPeopleonPlus is a Great Tool,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],Via http://www.findpeopleonplus.com/,[object Object]

7 Powerful Tactics to Improve Your Network’s Reach,[object Object]

#1: Build a Social Sharing Email List,[object Object],Connecting with like-minded, socially-networked friends to share and co-share content makes good sense, and can be totally white hat. You’ll learn a lot, too!,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object]

#2: Find Influencers w/ FollowerWonk,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],Finding influencers via http://www.followerwonk.com is awesomely easy.,[object Object]

#2.1: Find Influencers w/ GG Profiles,[object Object],Google Profile search also rocks: http://www.seomoz.org/blog/dont-ask-sites-for-links-find-people-and-connect. Just use &tbs=prfl:e to the end of any Google query to see them.,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object]

#2.2: Find Influencers w/ LinkedIn,[object Object],To make the most of this, you’ll want to use LinkedIn’s Advanced Search function: http://www.linkedin.com/search,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object]

#3: Solicit Contributions to Build Content,[object Object],Rae’s interview featured expert-sourced questions AND answers, meaning she had only to curate: http://www.sugarrae.com/link-development/link-building-interview/,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object]

#4: Optimize What You Share through Analysis,[object Object],Check out http://www.seomoz.org/blog/calculating-and-improving-your-twitter-clickthroughrate for more on analyzing/improving your social sharing,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object]

#4.1: Optimize Time + Frequency of Sharing, Too,[object Object],http://whentotweet.com can help with this part  Heard good things about http://time.ly too,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object]

#5: Subscribe to Aggregators; Craft Great Headlines and Share,[object Object],Sites like http://popurls.com, http://alltop.com, http://summify.com, http://reddit.com and other aggregators can help you ID the types of content, headlines and sources that work well.,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object]

#6: Optimize Your Profiles, Pics + Bios,[object Object],I’ve tested/optimized my profile picture (background color matters!), my bio (a bunch of times – accuracy and hint of what’s to come helps) and my URL (randfishkin.com probably does better),[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object]

#7: Treat Your On-Site Shares as CRO,[object Object],Via one of the web’s most brilliant data porn blogs: http://blog.okcupid.com/index.php/your-looks-and-online-dating/,[object Object]

Overwhelmed by sharing!!,[object Object],Every post on http://mashable.com has 23 unique links to share across 7 channels,[object Object]

Leveraging Social Media for SEO

Leveraging Social Media for SEO

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