Facebook Graph Search is Facebook's internal search engine that utilizes user profile and connection data to return relevant search results. The document discusses how Graph Search works currently, focusing on searches for restaurants, movies, and places recommended by friends. It also speculates how Graph Search may evolve to include more customized content from brands and how content, profiles, and the value of user actions like "Likes" could impact search rankings. Each user's authority and the quality of their connections and engaged fan bases may determine how much their actions influence search results.
Facebook Search: How content and the value of the ‘like’ will affect results ...Edelman_UK
Facebook Graph Search is the search engine inside Facebook.
You can use it to find photos, restaurants, places, and new and old friends. It works by joining up all the different data points you and all your friends have entered into Facebook and returning relevant results based on how they are all connected. For example, you can search for ‘restaurants in London my friends like’. The algorithm uses all your friends’ check-ins and ‘likes’ related to restaurants in London to give you a list of restaurants that, if you can trust your friends, you’ll like too.
This work explores the notion that SEO for Graph Search will be a battleground for companies and brands vying for the top spot in search results just like in Google.
However, there will be a difference in how Facebook determines which company, brand, or piece of content ranks better than others. I propose that each individual and brand on Facebook will have an authority score, similar to Klout®. This ultimately will mean that the value of each person’s like, or opinion, will vary.
Brands, companies, and individuals will then be judged based on the quality of their fan base, and by extension, the quality of the friends of each of their fans. How qualified a fan is will reflect how relevant the fan’s interests, personal details, such as education and place of work, and Facebook connections are to the brand.
Graph Search is Facebook's technology for finding people and things that are socially connected.
What is Graph Search For?
— "Find people who share your interests"
— "Explore your world through photos"
— "Discover restaurants, music and more"
Read more at http://whatisgraphsearch.com
As search engines continually evolve, we must be receptive to those changes and use them to our advantage. Here are some of the big changes coming in 2016 and how you can leverage them to improve your online exposure.
Facebook Search: How content and the value of the ‘like’ will affect results ...Edelman_UK
Facebook Graph Search is the search engine inside Facebook.
You can use it to find photos, restaurants, places, and new and old friends. It works by joining up all the different data points you and all your friends have entered into Facebook and returning relevant results based on how they are all connected. For example, you can search for ‘restaurants in London my friends like’. The algorithm uses all your friends’ check-ins and ‘likes’ related to restaurants in London to give you a list of restaurants that, if you can trust your friends, you’ll like too.
This work explores the notion that SEO for Graph Search will be a battleground for companies and brands vying for the top spot in search results just like in Google.
However, there will be a difference in how Facebook determines which company, brand, or piece of content ranks better than others. I propose that each individual and brand on Facebook will have an authority score, similar to Klout®. This ultimately will mean that the value of each person’s like, or opinion, will vary.
Brands, companies, and individuals will then be judged based on the quality of their fan base, and by extension, the quality of the friends of each of their fans. How qualified a fan is will reflect how relevant the fan’s interests, personal details, such as education and place of work, and Facebook connections are to the brand.
Graph Search is Facebook's technology for finding people and things that are socially connected.
What is Graph Search For?
— "Find people who share your interests"
— "Explore your world through photos"
— "Discover restaurants, music and more"
Read more at http://whatisgraphsearch.com
As search engines continually evolve, we must be receptive to those changes and use them to our advantage. Here are some of the big changes coming in 2016 and how you can leverage them to improve your online exposure.
Google Ranking Factors 2014: Correlations, Testing, & HypothesesRand Fishkin
Rand Fishkin's presentation from the SMX Munich Ranking Factors session on correlations seen with higher Google rankings, testing of anchor text, and some hypotheses about potential future ranking factors.
Keeping Up with Google's Insane Pace of ChangeRand Fishkin
Rand Fishkin's presentation on how marketers can scale with the updates and shifts Google makes on a regular basis, and how to be successful with SEO in 2013.
There is no doubt that talking is much more convenient than writing, especially
if you are browsing on a tablet or Smartphone. With the proliferation of personal
assistants such as Siri, Google Assistant or Amazon Echo, voice searches are
gaining increasing relevance and consolidating as one of the main SEO trends in 2019.
Dominating Local In a Mobile World | Bernadette Coleman #QueenofLocalSEOAdvice Interactive Group
For an SMB to get found in desktop and mobile search results they must have an optimized digital presence across the web. The includes all citations (mentions) of the business online being 100% consistent. In addition, they must provide locally focused content that consumers are searching for on a regular basis. Learn why you need to be consistent and how to create content that will generate clicks and reads.
Bernadette Coleman, #QueenofLocalSEO, presented this talk at the Local, Search and Social Summit powered by Rocks Digital on October 1, 2015.
SearchLove Boston 2016 | Rand Fishkin | The Measure of a Marketer's WorthDistilled
Web marketers have thousands of tactics to choose from, almost all of which can be measured, benchmarked and tracked over time. However, we too often invest in work that doesn't line up to the metrics we care about. We're tasked with work that's supposed to hit numbers, yet lack the connection between that work and those goals. In this high-level presentation, Rand will explore several analogies that illuminate a path to measuring all the way through, from work to metrics to goals.
The Future of SEO: 5 Ways to Adapt Your Content for 2016semrush_webinars
The gradual evolution in search has led to an evolution in optimization. This webinar teaches the five most important actions you can take to make sure that your marketing is aligned with the future of SEO.
How to target topics, not just phrases (Semantic Search)
How to incorporate natural language into your content (Voice Search)
How to make visitors happy in ways that make Google happy (User Interaction Signals)
In this presentation, you’ll learn the step-by-step process for each of the specific actions that will future-proof your search engine rankings
The Creative Newsroom: Real-Time Marketing Driving the Long-Term Brand NarrativeEdelman Digital
In order to break through the clutter, brands must create engaging, visual content that connects with consumers about things they are thinking and talking about in real-time. But transforming a trending conversation into a brand- relevant, audience-resonant visual in hours instead of days is a radical shift in marketing and communications.
When considering that more than half of Americans is now carrying a computer in his/her pocket, many technologists and marketers have blindly rushed to address mobility as it leads us to who-knows-where. So much of desktop behavior such as email and the web have followed us here, while incumbent text messaging and a newfound lust for apps is chewing away at time spent on the device. Through all of this prescriptive technology, it is critical to respect and understand that liberation from the desktop carries with it disruptions from the offline world and traditional media. These observances and some telling data are included in this first edition of the Edelman Mobility Quarterly.
Google Ranking Factors 2014: Correlations, Testing, & HypothesesRand Fishkin
Rand Fishkin's presentation from the SMX Munich Ranking Factors session on correlations seen with higher Google rankings, testing of anchor text, and some hypotheses about potential future ranking factors.
Keeping Up with Google's Insane Pace of ChangeRand Fishkin
Rand Fishkin's presentation on how marketers can scale with the updates and shifts Google makes on a regular basis, and how to be successful with SEO in 2013.
There is no doubt that talking is much more convenient than writing, especially
if you are browsing on a tablet or Smartphone. With the proliferation of personal
assistants such as Siri, Google Assistant or Amazon Echo, voice searches are
gaining increasing relevance and consolidating as one of the main SEO trends in 2019.
Dominating Local In a Mobile World | Bernadette Coleman #QueenofLocalSEOAdvice Interactive Group
For an SMB to get found in desktop and mobile search results they must have an optimized digital presence across the web. The includes all citations (mentions) of the business online being 100% consistent. In addition, they must provide locally focused content that consumers are searching for on a regular basis. Learn why you need to be consistent and how to create content that will generate clicks and reads.
Bernadette Coleman, #QueenofLocalSEO, presented this talk at the Local, Search and Social Summit powered by Rocks Digital on October 1, 2015.
SearchLove Boston 2016 | Rand Fishkin | The Measure of a Marketer's WorthDistilled
Web marketers have thousands of tactics to choose from, almost all of which can be measured, benchmarked and tracked over time. However, we too often invest in work that doesn't line up to the metrics we care about. We're tasked with work that's supposed to hit numbers, yet lack the connection between that work and those goals. In this high-level presentation, Rand will explore several analogies that illuminate a path to measuring all the way through, from work to metrics to goals.
The Future of SEO: 5 Ways to Adapt Your Content for 2016semrush_webinars
The gradual evolution in search has led to an evolution in optimization. This webinar teaches the five most important actions you can take to make sure that your marketing is aligned with the future of SEO.
How to target topics, not just phrases (Semantic Search)
How to incorporate natural language into your content (Voice Search)
How to make visitors happy in ways that make Google happy (User Interaction Signals)
In this presentation, you’ll learn the step-by-step process for each of the specific actions that will future-proof your search engine rankings
The Creative Newsroom: Real-Time Marketing Driving the Long-Term Brand NarrativeEdelman Digital
In order to break through the clutter, brands must create engaging, visual content that connects with consumers about things they are thinking and talking about in real-time. But transforming a trending conversation into a brand- relevant, audience-resonant visual in hours instead of days is a radical shift in marketing and communications.
When considering that more than half of Americans is now carrying a computer in his/her pocket, many technologists and marketers have blindly rushed to address mobility as it leads us to who-knows-where. So much of desktop behavior such as email and the web have followed us here, while incumbent text messaging and a newfound lust for apps is chewing away at time spent on the device. Through all of this prescriptive technology, it is critical to respect and understand that liberation from the desktop carries with it disruptions from the offline world and traditional media. These observances and some telling data are included in this first edition of the Edelman Mobility Quarterly.
What do we do?
We help our clients become better communicators for all media opportunities. We find out our clients' needs, create a specific series of videotaped exercises and simulated TV/media interview situations and then practice with you until you are comfortable with your performance.
What is your approach to Media Training?
Our approach is to treat each person based on his or her needs and their business environment, and not use some ready-made format workshop. (We ask that all clients fill out a needs assessment beforehand to help us better prepare for the training session.) Every training session is unique to the person or persons trained. The one constant in every training session is that the client spends a great deal of time in front of the camera being recorded during interview situations, and then watching the performances on instant playback with critiques.
"What, Me Worry?": Crisis and Media Training in 30 Slides (or less)Roger Friedensen, APR
This presentation provides a broad overview of how to communicate effectively in a crisis situation to the media and other others. It explores some of the basis tenets of crisis communications and what it takes to be a successful spokesperson for your organization. In particular, it examines the role effective messaging (key messages) plays in an organization's communication with its public via the news media as well as some of the fundamental rules to avoid trashing your reputation.
When Words Are Not Enough: Rich Media for Training and DocumentationScott Abel
Presented by Todd O'Neill at Documentation and Training West, May 6-9, 2008 in Vancouver, BC
It’s not enough to create a manual or job aid in today’s “instant media” environment. Today’s employees have grown up with and expect a rich media experience wherever they are. Your audience expects to be engaged and stimulated by the media they consume.
This session will explore how to keep the attention of the digital generation using video and audio.
The Edelman Cloverleaf forecast reflects our latest thinking on the digital information ecosystem and the convergence of content publishers and technology platforms.
The research is based on dozens of interviews conducted across six parts of the Edelman Cloverleaf™.
The 2016 EARNED BRAND study is a global online survey of 13,000 consumers in 13 countries that examines the consumer-brand relationship across 18 brand categories.
Our Playbook for Digital Crisis and Issue Management 3.0Ogilvy Consulting
We set out to answer these questions and ended up writing “Our Playbook for Digital Crisis Management 3.0.” Born out of our global experience preparing for and responding to brand and corporate crises, it’s now part of our global training program.
We wanted to understand how social media was fundamentally changing the way we approach crisis management. We wanted to marry established crisis practices with the most evolved thinking in social media marketing and social business practices. We also wanted to be highly practical – today’s experts need a suite of apps they can quickly access when a crisis threatens to break.
The aim of this media training is to provide participants with the knowledge and practice of media interviews and other work with journalists.
These materials come from our 1-day media training workshops that we organise in Brussels and across Europe.
The content includes:
How to ensure understanding of how the media works particularly in Brussels
How to build the ability of managers and spokespeople to communicate confidently when communicating with the media
How to prepare for all types of media interview (policy related, issues or crisis related)
Communicate messages effectively
Make the best impression and feel comfortable in front of journalists
Deal with contentious, sensitive issues and keep interviews focused
Manage difficult questions under pressure
The newly launched Facebook Graph Search allows members of the world's largest social network to find content through their Facebook social connections. If Facebook can get its members to adopt the new functionality and power personalized results, marketers may see Graph Search start to own Local Search over the likes of Google Local, Trip Advisor and Yelp. But we are in early days. As Facebook Graph Search evolves, CMOs and their teams should ensure visibility in both Graph Search and users' newsfeeds by sharing engaging content with their audiences. Moreover, employing a holistic social strategy and active community management are increasingly essential to succeeding on Facebook under the new world of Graph Search. In essence, companies will succeed in the era of Graph Search by building connected brands, or a close relationship with their audiences. This point of view discusses in more detail what Graph Search is all about and how brands can use content and conversation to build connected brands.
As a feature enhancement, as a search engine, and as a new ad platform, Facebook beta Graph Search announced on 1/15 has the potential to impact the brand social media landscape in a number of ways. At the conceptual level, Facebook continues to go down a path that deprecates the role of URL, or link level exploration of the Web in favor of the social graph object - this has advantages and disadvantages but it diverges from Google's approach and from the approach of most modern platforms. Whether it's the way forward for the Web as a whole or its own walled ecosystem remains to be seen (by a long shot), but for businesses seeking to keep their social media strategy calibrated for broad success, we believe the smartest course is to anchor most publishing programs in a central, URL-based, owned media hub on the Web while continuing to fully participate on Facebook's constantly evolving playing field.
So that you're as prepared as you can be as it rolls out, our global team has prepared a 15-page briefing outlining our initial perspective and recommendations regarding Facebook's Graph Search. It outlines what this new feature is, where we think it's heading, its impact to the social space, and what we will be watching out for as it develops.
An Overview of Facebook Graph Search by ZealousWeb Technologieskristinakathy
The brand new feature of Facebook which provides the semantic search results to users and works like a search engine is called Facebook Graph Search. Check out this presentation by ZealousWeb Technologies.
Facebook announced Graph Search, a new form of search based on users’ individual social graphs. The new functionality, which is only available in Beta right now, will allow Facebook users to search for people, photos and places – all through the lens of their friends. Content that used to slide down a user’s Newsfeed is now potentially ever-relevant, as users can search for people, places, photos, and similar interests. Facebook search has long been one of the untapped resources within Facebook that will now become more usable by members and, likely, more usable by brands going forward.
Everything your wanted to know about the Facebook's new Search functionality called the 'search graph' and how it affects your brand page, store or privacy.
Small Business Marketing: 10 Ways to Help Local Search Find Your Business by ...Julie Bevacqua
The goal of your local search marketing strategy is to make sure you’re seen by these customers who want what you’re selling. This is your to-do list for telling Google Maps search that your business is a real thing in the real world, worthy of a top spot in search results.
Qualitywebs is a leading digital marketing agency offering 360˚ matchless services at affordable rates. We offer an exclusive and extensive range of services all over the world like; Website & graphic designing, Search engine optimization (SEO), Social media optimization (SMO), Social media marketing (SMM), Pay per click (PPC)
https://qualitywebs.in
SXSW is where music, film and tech come together. Every year, it gets bigger and more difficult to navigate. Whether you're a veteran of SXSW newbie, this list should be checked off before you leave the Austin city limits.
From DIY to Social Media, Pinterest is quickly becoming an outlet for a variety of sectors and brands to engage. Before that first pin take a look at our infographic below to make sure you’re taking the necessary steps towards a noticeable presence on the platform. Take a look at Edelman Digital’s Pinterest account as well!
More people are using social media than ever before – and for longer, on an increasingly diverse array of devices. As a result, newsfeeds are cluttered, and fans are more distracted and discerning.
In order to succeed, brands will increasingly turn to real-time creative, analytics and paid media to ensure that high-performing content reaches as many people as possible, at the moment they are most interested, to spark conversations and deepen customer relationships. As media converges, brands will invest in ways to complement original, visual content with fan-sourced creative. Promoting high-performing content that aligns with new “real content” search drivers will become essential. Brands will host epic social events to excite the base and invest in tools that help them target and engage one-on-one more efficiently. And brands will have a little fun in the process, remembering that brandplay can go a long way to telling their story.
There are 10 social media essentials that can help guide brands to achieve success in 2013. We explore these essentials and case studies of brands in action.
The Edelman Digital Social Intelligence Command Center,
in partnership with MATTER and HootSuite, created
Social Matters - A series of data visualizations highlighting
social conversations around special events.
Complex organizations must integrate social into how they do business despite the shifts needed to make it happen. Contact David.Armano[at]Edelman.com for more information on Social Business Planning and how it can help your organization integrate social at scale.
Edelman's Social Intelligence Command Center (SICC)Edelman Digital
Edelman's Social Intelligence Command Center or "SICC" is the firm's proprietary system of combining real time analytics with insights, content development, engagement strategies and tactics. SICC's are a combination of people (staffing), process and a variety of tech platforms converged in collaborative physical spaces. This presentation outlines how the space operates in combination with Edelman's distinct SICC approach. For more information please reach out to david(dot)armano(at)edelman(dot)com.
Social media is out of beta. We’re entering the era of validation. In the Validation Era, intimacy is in and publicness may be out - or at least on the decline. Quality is the new black. What this means that both individuals and businesses will need to increasingly work harder to earn their way in and remain in their stakeholders' circle of trust. During this session, Steve Rubel will explain how businesses can activate their domain-level experts to share their knowledge across four spheres of media – traditional, “tradigital,” owned and social.
The Long Road Back: 2011 Edelman Trust in U.S. Financial Services SurveyEdelman Digital
Edelman’s Financial Communications group presents the findings of its second annual Trust in U.S. Financial Services Survey. The questions were fielded in November 2010 to gauge the level of trust individual investors feel in relation to financial services companies, professionals and regulations.
Attentionomics Captivating Attention in the Age of Content DecayEdelman Digital
Attention is linked with economic value creation. However, with infinite content options (space) yet finite attention (time) and personalized social algorithms curating it all for us, it's going to be increasingly challenging to stand out.
In this presentation, Steve Rubel (SVP/Director of Insights), explains the issue in detail along with practical solutions.
Edelman Digital Celebrates Community Manager Appreciation DayEdelman Digital
At Edelman, we have community managers that perform activities on behalf of our clients. We thought we'd turn to these talented individuals for tips and advice for community managers. We also gathered advice from others in the field that either perform community management or champion the profession/activity. Take a look through the advice of our global team and the brand representatives from Boingo, HP (client), Radian6 and many more.
Edelman 2010 Capital Staffers Index PresentationEdelman Digital
The 2010 Capital Staffers Index takes a closer look at how members of parliaments and the U.S. Congress and their constituents alike are embracing social media, from blogs to texting to Facebook and Twitter.
Edelman 2010 Capital Staffers Index WhitepaperEdelman Digital
The 2010 Capital Staffers Index takes a closer look at how members of parliaments and the U.S. Congress and their constituents alike are embracing social media, from blogs to texting to Facebook and Twitter.
Public Engagement: Survive and Thrive in a Bigger Society Vol. 3Edelman Digital
The third volume of Edelman’s annual publication, Public Engagement: Survive and Thrive in a Bigger Society, is a collection of thought pieces written by the UK team in which we continue to explore the shifting media, thought and working landscapes that we inhabit, as well as the increasingly complex relationship between businesses, brands, government, the media and society.
Public Engagement in the Conversation Age Vol. 2 (2009)Edelman Digital
This second volume of Edelman’s annual publication, Public Engagement in the Conversation Age, is a collection of thought pieces written by the UK team about the communications challenges facing brands, corporate, politics and NGOs – as well as our own industry, as we evolve from Public Relations to Public Engagement.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
1. FACEBOOK SEARCH
HOW CONTENT AND THE VALUE OF
THE ‘LIKE’ WILL AFFECT RESULTS
IN GRAPH SEARCH
2 Designing with Grids
2. EXECUTIVE SUMMARY
Facebook Graph Search is the search engine inside Facebook.
You can use it to find photos, restaurants, places, and new and
old friends. It works by joining up all the different data points
you and all your friends have entered into Facebook and returning relevant results based on how they are all connected. For
example, you can search for ‘restaurants in Atlanta my friends
like’. The algorithm uses all your friends’ check-ins and ‘likes’
related to restaurants in Atlanta to give you a list of restaurants
that, if you can trust your friends, you’ll like too.
This work explores the notion that SEO for Graph Search will
be a battleground for companies and brands vying for the top
spot in search results just like in Google.
However, there will be a difference in how Facebook determines which company, brand, or piece of content ranks better
than others. I propose that each individual and brand on Facebook will have an authority score, similar to Klout®. This ultimately will mean that the value of each person’s like, or opinion,
will vary.
Brands, companies, and individuals will then be judged based
on the quality of their fan base, and by extension, the quality
of the friends of each of their fans. How qualified a fan is will
reflect how relevant the fan’s interests, personal details, such
as education and place of work, and Facebook connections are
to the brand.
2
3 Designing with Grids
3. facebook Graph Search:
What is it and where’s
it headed?
By Adam Westin, Associate Director, Head of Search, Edelman UK
Follow on Twitter: @adwestin Add on Google+ Find on Linkedin
Find restaurants, music,
Facebook Graph Search
(GS) rolled out to all Engphotos, activities, and meet
lish speakers in the US in
August 2013. It uses the
new friends all through
details of your profile
people you already know.
and the details of all your
The search engine in friends’ profiles to make
finding photos, places,
Facebook, called Graph
and things easier within
Search, makes this possible Facebook. Facebook has
an ever-growing wealth of
personal content. Its motivation to make
it sortable and findable is intuitive. Improving the user experience on Facebook
means people will spend more time. If at
the same time, Facebook can start taking
market share from traditional search engines and review sites, it’ll reap the benefits of the ad revenue that comes with it.
The social giant is smartly taking a conservative approach to global rollout
as it understandably has not only a
number of kinks to work out, but also
needs to spend time defining what
Graph Search will ultimately become.
For now, Graph Search {Engine} Results Pages (GSERPs) show unsurprising results: the content for which you
have searched. The interesting part is
thinking about what GS will become,
particularly within the domain of content in GSERPs. For brands and marketers, it will be about what the actions are
that are needed to rank well in GS in
order to increase visibility of their content and deepen brand engagement.
For Facebook, it’s about providing a
useful utility with which paid advertising can seamlessly integrate. Facebook
has shareholders and stock price to
worry about, so it will be no surprise
when monetization emerges within GS.
3
4 Designing with Grids
4. Content Currently Present
in Facebook Graph Search
Graph Search results
for movie searches
are fairly basic; a
literal list of movie
titles ranked based
your friends’ ‘likes’.
At the present time, the content for
brands/companies shown in GSERPs is
pretty narrow in focus and feels a bit
like Yelp®, which is an urban reviews
site with recommendations by locals
for restaurants, shopping, and activities. The current search results are fairly
ridged in that customised content from
brands, or anyone for that matter, isn’t
included. For example, you can search
for ‘movies my friends like’ and the results are just a list of FB pages for each
of those movies. There’s not yet any video trailer content, no IMDb write-up, or
anything else beyond just movie pages.
But again, Facebook is focusing on utility and relevance of the results first and
foremost, so it’s naturally taking its time.
Recommendations from people you
trust, a.k.a. your friends
Speaking of utility, one of the most
common use cases is searching for
restaurants your friends have been to
(checked in), or recommended (liked
the company FB page). The same concept applies to dentists, vets, and most
any other business category. You can
search for positive things like “restaurants in London my friends like”, which
will return restaurants in Atlanta that
your friends like. No surprise there.
However, GS won’t give a result for
negative searches, such as “restaurants
in Atlanta my friends hate.” Instead,
you’re given a Bing search result complete with related search suggestions
and paid search ads. Facebook may
choose to entertain including results
in GS for negative queries, especially
where relevant to reviews and recommendations for restaurants, stores,
bars, etc., but for the moment, just as
it doesn’t have a “Don’t Like” button,
it’s opting to stay positive and happy.
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5 Designing with Grids
5. In any case, GS is still in its infancy. The seen, but rest assured it will happen. With
output is limited to a certain set of query that will come the inevitable clamor among
parameters and by the details of your con- brands to rank at the top of the results for
nections. This won’t always be the case, given searches. The route to the top is easy
though. With an eye on revenue generation, in concept: unique, relevant content. The
Facebook will find a way to start integrating winners will be those brands that figure out
other content within the GSERPs. The trick what their audience wants, and gives it to
will be to be able to do so while still putting them.
the user experience first. Relevance for the
user is going to be the single most imporLet’s establish a key parameter first,
tant factor in making GS a success, which though. Facebook isn’t trying to replicate
will be judged by user adoption. To this end, Google, at least not
Facebook is being smart with how it’s feel- yet. Google indexes In the short term, Graph Search
ing out what GS will ultimately become. The the entire web,
is a threat to review sites. In
current utility focuses on usability and func- while Facebook
tionality. It provides something that users utilizes data people the future, it will be a threat
can get from nowhere else. From a reviews have entered and
to search engines for market
and recommendations perspective, this the relationships
means advice from people users know and therein. Facebook share of long-tail searches
trust. From a data management perspec- doesn’t need to
tive, it’s a way to conveniently sort all the provide the answers to all things, just
content, primarily photos, based on your answers to some of the things people
connections, locations, etc. For Facebook, care most about. The result is an immethe key will be figuring out how to expand diate threat to sites like Yelp® and Open
the scope of content that is served up in Table® for reviews and recommendations.
the search results, while still maintaining Looking forward, it this will also be a threat
relevance.
to search engines for market share of
long-tail searches, which are searches
Exactly how Facebook will start blend- that contain multiple keywords. Consider
ing in content from brands remains to be the following example in the figure below:
Current WAY OF SEARCHING:
STEP
STEP
STEP
STEP
STEP
®
®
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6 Designing with Grids
6. FUTURE WAY OF SEARCHING:
STEP
Think about how impactful it would be
if Facebook could give relevant, real-time
answers to this type of question. Google
would lose those types of searches overnight. Facebook GS can’t give the full result
just yet for the above query, but it will in the
future. The implications this has for all brick
and mortar locations are huge. Companies
will need to ensure they provide Facebook
with all the information that customers
would factor into a purchase decision. From
our Italian example above, this would include
seating capacity, real-time reservation availability, operating hours, restaurant genre,
and location.
From a tactical perspective, this would mean
that just like fully filling out Google+ and Bing
Local profiles, owners will need to ensure
technical site markup like Open Graph tags
and schema.org are included in their site
coding. These act as behind-the-scenes
signposts to search engines and Facebook
to help them recognise things like an address
in the contact us section of a website. This
helps take out some of the guesswork on the
part of the engines by telling them explicitly
how to treat the information contained in
address tags, or phone number tags, etc.,
and display it properly to consumers. For
Facebook to get to the point where it can
confidently answer Bob’s Italian restaurant
query, the social giant is going to need a lot
of help from brands in the site markup arena,
but what this does is present an opportunity
for those brands and companies that are
quick to act, as they will be the ones to reap
the rankings rewards.
Content creation for Graph
search in the future
Local profile info is a no-brainer, but what
about content creation going forward?
Content strategies are obviously unique
to each business or brand. If done correctly, they are based on audience and
search behavior insight and should resonate with the target market in such a way
that the actions produced align with the
brand’s business objectives. That’s a longwinded way of saying connect with the
right customers, in the right way, so that
they benefit and so does the brand.
This concept is not novel. People want
content they find useful, be it informative or entertaining. The key question is
how will Facebook decide what content
is most relevant? Beyond keyword and
technical context it can infer from a piece
of content, Facebook will look at several
main factors for ranking search results, as
explained in the sections to follow.
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7. Personal Profiles Will Expand
to Include More Granular Data
It’s no secret that people share an incredible amount of personal
information on Facebook and other social networks already. We
all know far too much about people’s coffee drinks, their babies
eating schedules, and status updates that start out like this: “To
the guy in front of me in line at the checkout…” The point is, we
should expect the level of granularity in personTo build authority on al profiles to expand. Not only will you be able
to fill in that you live in a certain city, work at a
Facebook, a dog food brand
certain company, and you have 3 siblings, (and
should seek to acquire not here are links to their profiles), but you’ll also be
able to fill in the fact that you drive a black BMW
just any fan, but fans who
or have a golden retriever for a pet. Think about
are actual dog owners what this means in terms of targeting for a Mercedes dealership or a company that makes dog
food. They literally will know who their audience is. This is relevant
as a ranking factor because it will allow Facebook to dissect and
analyze who is engaging with a certain piece of content. Using the
dog food brand example, what this means is that 100 likes from
dog owners on a dog video will mean more to the brand in terms of
building authority than 100 likes on the same video by cat owners.
Facebook profile
fields will get more
granular. Expect
to be able to fill in
things like make/
model of your
car and the breed
of dog you own.
The result is a
marketer’s dream.
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8. Each Person’s Like Will Be
Valued Differently
Right now, all our ‘likes’ are counted equally. A teenager’s like on
a brand’s fan page carries the exact same weight as the CEO of a
billion dollar company in terms of determining the popularity and
value of the brand on Facebook. However, for the brand, raw fan
count paints a skewed picture of its audience because depending on the brand and its target audience, it may actually value the
teenager’s ‘like’ over the CEO’s, or vice versa. In the future within
Facebook, this will likely change. Facebook will use your connections, data, and information from other social profiles (which we
will willingly provide because that’s just what we do) to create a
Klout®-type evaluation of each person’s profile. Each person’s ‘like’,
or comment, will carry a different weight. However, it will be more
robust than Klout® because it will be able to understand not only
that you have authority, but that you have it in certain areas and not
others. Effectively, your opinion (your ‘like’), will vary in importance
depending on your relationship with the content with which you are
engaging and the people in your social profile. In turn, each of us,
and brands, will be judged by the quality of the company we keep.
To that end, content will be judged based Brands will be judged based on
on the authority of the producer of the conquality of their fan profiles and
tent, be it brand or an individual author. It
will be valued using a number of factors, but the extent to which the fans
primarily on follower profile. Brands with a
engagement with their content.
higher number of qualified fans will have a
higher authority than competitors, all else What defines a qualified fan will
being equal. What defines a qualified fan
be different for every single brand!
will be different for every single brand! So, if
two brands have the exact same followers, the brand for which the
follower profile is more relevant would be given a higher authority
score in Facebook’s eyes. What this means is that the value a person’s
‘like’ contributes to the fan profile for company A is different than
the value that same person’s ‘like’ gives to company B’s fan profile.
Consider the following example of how the power of each person’s ‘like’ will vary: John is an avid coin collector. He lists ‘coin
collection’ and ‘rare coins’ under his interests in his profile. He
works at Rare Coins, Inc., also in his profile. Many of his friends
on FB also are interested in coin collection. To Facebook, John
is seen as having a certain level of authority about coins. Therefore, when John ‘likes’ the fan page of Coin Collectors Monthly,
his ‘like’ contributes more ranking authority to the page than an
average like. By the same token though, if John were to like a fan
page for a helicopter manufacturer, being that he’s not an expert
in helicopters, his ranking authority contribution to that page
would not be as significant.
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9. What Does This
Mean For Brands?
What this means for brands is that similar to how Google judges part of a website’s authority by looking at the value of links
pointing to that site from others (quality over quantity), Facebook will start looking at the quality of fans a brand has and how
engaged they are with the Page’s content. Note that amplifying
content with paid media will continue to play a pivotal role in
consistently reaching the right fans with the right message to
keep them engaged. That said, factors by which fan profiles will
be judged will include, among other things:
How influential/authoritative they are (e.g. celebrity
status) with respect to the target audience
Interests, hobbies, etc. which are relevant to the
brand brand
Who their social connections are and what relevant
interests their friends have
Where they live and work and where they went
to school
For brands seeking to build their authority on Facebook and
rank well in Graph Search, targeted influencer outreach activities will increase. This will be so much more than just traditional influencer identification because we’re no longer just dealing
with trying to acquire a single person. Instead, brands must
consider the implications of the social connections of that influencer. The social profile of each person will serve as validation for that person’s influence and authority and will be the
measure of whether that person is truly relevant to the brand.
Conveniently, this is also how Facebook will keep people from
trying to game the system by buying ‘likes’ because you can’t
easily fake a legitimate social profile.
In summary, doing well in Graph Search will require brands to
focus not only on creating quality, relevant content, but also
to commit to acquiring the right type of fan. The two concepts
go hand in hand, as qualified fans will be attracted to strong
content. The best course of action is to forget about trying to
rank well and instead just focus on providing customers with
what they want. High rankings will be a natural byproduct.
By Adam Westin, Associate Director, Head of Search, Edelman UK
By Adam Westin, Associate Director, Head of Search, Edelman UK
Follow on Twitter: @adwestin Add on Google+ Find on Linkedin
Follow on Twitter: @adwestin Add on Google+
Find on Linkedin
Adam leads Edelman’s search practice in Europe, focusing on
driving real results with ROI-driven strategic thinking and
insights-led content creation.
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