In 2011, link-based factors (page and domain-level) have shrunk in the voters’ minds toonly ~45% of algorithmic components. Note: because the question options changed http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlslightly (and more options were added), direct comparison may not be entirely fair.
What Do SEOs Believe Will Happen w/ Google’s Use of Ranking Features in the Future? While there was some significant contention about issues like paid links and ads vs. http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html content, the voters nearly all agreed that social signals and perceived user value signals
Most Important On-Page, Keyword-Use Factors (as voted on by 132 SEOs) My guess: Some voters didn’t fully understand the internal/external link anchors choiceNOTE: We surveyed SEOs about more on-page optimization features, but I didn’t include http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlthem all on this chart as it would make the labels very tiny and hard to read
Correlation of Social Media-Based Factors (data via Topsy API & Google Buzz API) Amazing: Facebook Shares is our single highest correlated metric with higher Google rankings.Although voters thought Twitter data / tweets to URLs were more influential, Facebook’s http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlmetrics are substantially better correlated with rankings. Time to get more FB Shares!
Panda Effect .. Things to watch out for■ Duplicate content from pages in your own site.■ Over saturating for keywords.■ Excessive grammar, spelling and punctuation errors.■ Missing meta titles and descriptions.■ Duplicate content from off-site(including checking whether off-site pages have duplicated your pages)■ Poor user performance(time onsite, bounce rate, etc.).■ An excessively high “ad to content” ratio.■ Broaden your search with digital assets
SEO tools to consider■ Keywords : Google keyword tool , Semrush■ One page SEO : Optimiser report■ Blog Comment Management : Disqus, ECHO■ Link tracking :■ Social media monitoring : Trackur■ Social management: Hootsuite■ Social search : social mention■ Engagement : Post rank
You tube & Video optimisation■ You tube accounts for about 28 % of all Google search results■ You tube appears often on Google SERP results■ Create a branded you tube channel for your business■ Each video on your site should have its own page, indexable by search engines■ Write descriptive keyword rich keyword titles for your videos on You tube■ Provide video description for context, share video features■ Cross promote your videos on other social channels
Purchase funnels are changing andDIGITAL is playing a role at every stage. Awareness Customers see conversations between brands & satisfied customers. This builds trust. Interest Reviews & active communities show Desire prospects that desired needs will be met. Consideration & Research Customers rely on a number of platforms to move to action Action Engaged new customers become great Advocacy ambassadors
Future: Shift from “doing social” to “being social” EXTERNALLY: SOCIAL BRAND • Actively listen & respond • Demonstrate social behaviour – compelling, authentic, transparent. • Community driven. INTERNALLY: SOCIAL BUSINESS • The expertise of company is available to people • Training & development internally for employees & business units to become ‘digital citizens’ • Social turns inward as teams collaborate internally
What should I do now !!!■ Data as content marketing■ Video content + SERP visuals■ Though Leadership – Blogs , Rel=Author■ Social networks for personalized rankings■ Link building with your social followers■ Long tail SEO■ PR through Social Outreach■ Viral worthy content■ Influence search suggest through branding■ Leverage though leaders to build content ( surveys)
SEO Checklist■ Content strategy■ Blog strategy■ Social Strategy■ Video strategy■ Reputation Management■ Social media monitoring
Conclusion■ Q&A■ Request a free site review■ THANK YOU■ Sam shetty firstname.lastname@example.org