The document discusses the relationship between search and social media. It notes that social media can drive search engine traffic if users create content that answers questions people may have. It also explains that search engines are increasingly integrating social media connections and influences into their algorithms to better understand entities like people, companies and topics. This shift allows search to mirror the real world more closely. The document concludes that search and social media have always been interconnected and will continue to be so, with each helping users find information they need.

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What’s Search
Got To Do With Social?
Danny Sullivan
Founding Editor
Marketing Land & Search Engine Land

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What’s Search?

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But a second-hand promotion

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Social’s cool
Social’s HOT
SOCIAL’S THIS!!!

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search is this

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and this

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But also this

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Which helps you know
you need to do
content like this

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Because otherwise
you might not be here
when people go looking

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That’s especially important
if your cool social campaign
causes them to go looking

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Social is also becoming
more integrated into search

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And having more
influence on what ranks

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Social helps search link
pages to people, to authors

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Social helps search
link pages to companies

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Search engines are also learning
to link pages to people,
companies & facts beyond social
Google = Knowledge Graph
Bing = Snapshots & Satori

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The web of pages is turning
into the web of entities,
of people, places & things

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The shift to entities allows
the virtual world of the web
to better mirror our real world

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The mirroring means our
social connections & brand
reputations begin to transfer,
real links to replace hyperlinks

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Social signals are
more democratic than
links as votes
Likes are votes
within Facebook
Graph Search

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Not perfect, not yet, not for ages.
Hyperlinks continue to rule.
Not all social connections
will be shared.

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So, what’s Search
got to do with Social?
Same as ever, helps us use
social to find what we need

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“Does Anyone Know?”
Try it on Twitter,
see 1000s of years of asking
friends & family go digital

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Search & Social
have always gone together
and are reuniting once again

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Takeaways
• Social can drive search, so be ready
• Social can boost search visibility, so do
authorship, Google+, other links, be social
• Search can drive social ideas, so
mine the data, know what customers want
• Search is natural social activity, so
answering questions through SEO is social!

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Linkaways
http://searchengineland.com http://marketingland.com
When Everyone Gets The Vote: Social Shares As The New Link Building
http://marketingland.com/when-everyone-gets-the-vote-social-shares-as-the-new-link-building-5497
The Rise Of Help Engines: Twitter & Aardvark
http://searchengineland.com/the-rise-of-help-engines-16921
Google’s Impressive “Conversational Search” Goes Live On Chrome
http://searchengineland.com/googles-impressive-conversational-search-goes-live-on-chrome-160445