Search and Social Signals Pubcon 2011


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My presentation on the Social Signals on Search panel, with Joe Hall, and Kris Jones. Covers how the search and social landscape has changed, search and social, and real-time marketing.

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Search and Social Signals Pubcon 2011

  1. 1. Social Media Signals on Search November 8, 2011
  2. 2. iCrossing - Agency services
  3. 3. with clients including…
  4. 4.
  5. 5. SEMPO Toolkit – New Member benefit <ul><li>$2,000 worth of products and services </li></ul><ul><li>Free with Individual membership or higher ($125 yr) </li></ul><ul><li>Valid for both new and renewing memberships </li></ul>Copyright iCrossing - Proprietary and Confidential
  6. 6. A few stats
  7. 7. Popular Objectives for Social Media Marketing <ul><li>Increased brand awareness and enhanced reputation is the most important objective for social media marketing, with just over half of company and agency respondents (both 51%) deeming it to be the top goal. </li></ul><ul><li>Improved customer service and satisfaction is a more significant objective for social media marketing than for SEO and PPC, with 34% of companies and 38% of agencies [Figure 20 and 21] saying that it’s among the top two goals for this type of marketing. There has been a significant increase in the proportion of companies saying that social media activity is primarily aimed at improving customer service and satisfaction, from 8% in 2010 to 13% this year. </li></ul>Source: State of Search Marketing Report 2011
  8. 8. Still search and social are widely treated as separate disciplines <ul><li>While the proportion of companies who don’t carry out any social media marketing activity has declined from 18% in 2010 to 13% this year, 9% more respondents are treating social media and search engine marketing separately. </li></ul><ul><li>Search and social CANNOT be run as separate programs. Integration is key to success! </li></ul>Source: State of Search Marketing Report 2011
  9. 9. Add one more objective for social: <ul><li>It helps your natural search presence </li></ul>Copyright iCrossing - Proprietary and Confidential
  10. 10. Social’s Impact on Search and SEO
  11. 11. Shift in Linking Measurement: Social impact on SEO <ul><li>Links are the cornerstones of natural search algorithms </li></ul><ul><li>But influence of links has shifted greatly from webmasters and technical influencers, to the average Internet user </li></ul><ul><li>As a result, the social graph has taken a massive bite out of the link graph </li></ul><ul><li>Examples of this include: </li></ul><ul><ul><li>Tweeting (not a direct link) </li></ul></ul><ul><ul><li>Publishing via blog CMS such as WordPress or Blogger </li></ul></ul><ul><ul><li>Rating, commenting, posting </li></ul></ul><ul><ul><li>Bookmarking </li></ul></ul><ul><ul><li>Etc. </li></ul></ul>Copyright iCrossing - Proprietary and Confidential
  12. 12. Meet the Share Graph A new kind of social link graph <ul><li>Search engine’s view of sharing activities across the social graph </li></ul><ul><li>Takes into consideration </li></ul><ul><ul><li>Authority of the network sharer </li></ul></ul><ul><ul><li>Theme of the user, or related concepts of the network sharer </li></ul></ul><ul><ul><li>Depth of the network sharer’s network, and the authority of those in the network </li></ul></ul><ul><ul><li>Trustworthiness of the network sharer (in relation to the likelihood that they produce spam or low-quality content </li></ul></ul><ul><ul><li>Velocity of keyword usage across a network, and the spreading of that keyword or phrase over time though shared networks </li></ul></ul><ul><ul><li>Velocity of link being shared, over time, based on time frequency, volume, and level that it cascades though various networks </li></ul></ul><ul><li>Kind of like a cross between the link graph and the social graph </li></ul>Copyright iCrossing - Proprietary and Confidential
  13. 13. Link network size expanded through social Before outreach After outreach <ul><li>NetworkSense Map: # nodes indicates instances of a keyword or URL; the larger the node the more inbound links it has </li></ul><ul><li>The larger the network, the more mentions, inbound links and traffic point to each node </li></ul>
  14. 14. Social relevancy: <ul><li>It’s just common-sense SEO </li></ul>… thinking like a search engine in social networks…. … sending social signals to search engines…
  15. 15. Social Relevancy: How engines are looking at Twitter <ul><li>Consider the parallel aspects of websites, and Twitter accounts </li></ul><ul><li>Domain authority : username authority </li></ul><ul><li>Duplicate content : retweets </li></ul><ul><li>Blogging freshness : content freshness : microblogging freshness </li></ul><ul><li>Links : number of followers </li></ul><ul><li>Quality of links : Quality of followers </li></ul><ul><li>Inbound links vs. outbound links : ratio of followers in contrast to the number of people followed </li></ul><ul><li>Linking to bad : good neighborhoods </li></ul><ul><li>Themes of Twitter users </li></ul>
  16. 16. Social Relevancy: How engines are looking at people and companies as nodes
  17. 17. The value of approaching social with a search frame of mind Copyright iCrossing - Proprietary and Confidential
  18. 18. Google+
  19. 19. Velocity <ul><li>Keyword search velocity: Google trends the rise and fall of keyword usage over time </li></ul><ul><li>Sharing: Google+ is tracking the speed of traffic by time-stamping every click </li></ul><ul><li>This helps determine “QDF” factors (“query deserves freshness”), and rank sites accordingly </li></ul>
  20. 20. <ul><li>+1-ing other sites adds a level of trust for others in your network </li></ul><ul><li>- Authoritative and aggregated plus-ones and shares will provide increased visibility for the sites being shared </li></ul><ul><li>Plus-one the pages you really like and would use </li></ul><ul><li>Add a +1 button to your content to encourage other Google+ users to spread the word, and send a signal </li></ul><ul><li>+1 </li></ul>
  21. 21. Google+ <ul><li>“ Plus one annotated URLs receive 20% higher CTR in the SERPs.” </li></ul><ul><ul><ul><ul><ul><li>- Google </li></ul></ul></ul></ul></ul>Copyright iCrossing - Proprietary and Confidential
  22. 22. Google+ - The Bottom Line <ul><li>Yes, marketers should become active in Google+ </li></ul><ul><li>Google+ should be treated as a primary top-tier social network, in line with Twitter, Facebook, and LinkedIn </li></ul><ul><li>Social presence and network signals in Google+ will have an impact on standard web search </li></ul><ul><li>Engagement and outreach programs will be critical to search </li></ul><ul><li>Content production and promotion will be critical to success in Google+ and Google web search </li></ul><ul><li>Natural search tactics critical to social in terms of extending opportunities in networks </li></ul><ul><li>Search and social practitioners must become fully literate in both search and social to be successful </li></ul><ul><li>Google+ is about search+social, and this will be a core theme for marketers for some time to come </li></ul><ul><li>Continue to watch the Google+ story develop – this is just the beginning, and it will continue to change </li></ul>
  23. 23. A Final note: Search signals on social… <ul><li>Google’s competitive advantage may be its technology, and making the social experience more relevant </li></ul>Copyright iCrossing - Proprietary and Confidential
  24. 24. Thank You.