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Kevin Gibbons
 How Much SEO
                      @kevgibbo
Juice Do You Get
                        Founder
 From Google+?        SEOptimise

                        May 2012
Let’s start with the theory –
            What are Google are saying?




@kevgibbo
So we tested it out…
            CTR Impact:
    Homepage with +1’s vs site with Google+
                                brand page




@kevgibbo
Test 1

Site with no
+1’s or G+
brand page



@kevgibbo
Result



As expected,
 no impact



@kevgibbo
Test 2


 Website with 57
homepage +1’s &
  no G+ brand
     page


 @kevgibbo
Result

    19% CTR
    without +1
     0% CTR
      with +1


@kevgibbo
Test 3

Site with 456
  Google+
brand page
    votes

@kevgibbo
Result

 9% CTR
without +1,

5% CTR with
    +1
@kevgibbo
Which means the CTR impact is…




@kevgibbo
The lower CTR for +1’s actually
   makes sense for two reasons:

1. +1 results are often less relevant than
   standard listings
2. Many homepages appear as annotated
   results (so normal CTR is likely to be
   high due to brand visits)

  @kevgibbo
So what about the impact to
    rankings & organic traffic?




@kevgibbo
Test 1:
   Set of Clients Who Have No
        Google+ Presence




@kevgibbo
Result:
19.5% decrease in organic traffic for
 clients who aren’t using Google++




Source: Analytics Canvas




@kevgibbo
Test 2:
   Clients Who Have a Strong
       Google+ Presence




@kevgibbo
Result:
42.6% increase in organic traffic for
 clients who actively use Google+!




Source: Analytics Canvas




@kevgibbo
How about other brands?




@kevgibbo
Result: Huge Organic Search Impact
           for Asos.com




 @kevgibbo
Does this mean Google+ has a
  direct correlation to organic
           rankings?


            No!

@kevgibbo
But… does it really matter?




@kevgibbo
Where are Google going with G+?


 “SEO is like
   being a
weather man”
  Source: Greg Boser




@kevgibbo
Google are pushing G+ like crazy…




@kevgibbo
Google Penguin is making link building harder




@kevgibbo
To Quote Danny Sullivan…


“links are creaky, outdated signals that have
increasingly been harder and harder for the
search engines to depend on.”


  http://www.seobook.com/negative-seo#45959




 @kevgibbo
Which means social signals have to be measured
     by Google to assess a sites authority




 @kevgibbo
If I could give you 5 Google+ tips
          they would be…




@kevgibbo
1)   Focus your strategy on great content &
       stop chasing Google’s algorithm




@kevgibbo
2) Build a great content team


•   Community manager
•   Bloggers
•   Content strategist
•   Infographic designer
•   Guest authors
•   Video producers




    @kevgibbo
3) Use Rel=Author to link-up your writers
          using Google Authorship




@kevgibbo
4) Create a G+ brand page & link to your site




@kevgibbo
5) Share content daily, even if you
           have to force yourself!




@kevgibbo
And lastly, 4 Google+ tools
             to help…




@kevgibbo
1) View Social Connections to a scary level!




http://www.google.com/s2/u/0/search/social#socialconnections

 @kevgibbo
2) Find Influencers on FindPeopleonPlus.com




@kevgibbo
3) Analyse your reach on Google+ Ripples




@kevgibbo
4) Social Sources Activity Stream
                 in Google Analytics




http://bit.ly/gplusoffsite


@kevgibbo
In Summary…
1. Google+ has negative influence to CTRs!
2. Websites using Google+ experiencing
  significant uplift in organic traffic
3. Strong social footprint is likely to make your
  rankings more defensible to algorithm updates
4. Make content marketing the centre of your
  SEO strategy


 @kevgibbo
Thank you
Feel free to ask any questions &
follow me online!




        @kevgibbo


 @kevgibbo

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How Much SEO Juice Do You Get From Google+?

  • 1. Kevin Gibbons How Much SEO @kevgibbo Juice Do You Get Founder From Google+? SEOptimise May 2012
  • 2. Let’s start with the theory – What are Google are saying? @kevgibbo
  • 3. So we tested it out… CTR Impact: Homepage with +1’s vs site with Google+ brand page @kevgibbo
  • 4. Test 1 Site with no +1’s or G+ brand page @kevgibbo
  • 5. Result As expected, no impact @kevgibbo
  • 6. Test 2 Website with 57 homepage +1’s & no G+ brand page @kevgibbo
  • 7. Result 19% CTR without +1 0% CTR with +1 @kevgibbo
  • 8. Test 3 Site with 456 Google+ brand page votes @kevgibbo
  • 9. Result 9% CTR without +1, 5% CTR with +1 @kevgibbo
  • 10. Which means the CTR impact is… @kevgibbo
  • 11. The lower CTR for +1’s actually makes sense for two reasons: 1. +1 results are often less relevant than standard listings 2. Many homepages appear as annotated results (so normal CTR is likely to be high due to brand visits) @kevgibbo
  • 12. So what about the impact to rankings & organic traffic? @kevgibbo
  • 13. Test 1: Set of Clients Who Have No Google+ Presence @kevgibbo
  • 14. Result: 19.5% decrease in organic traffic for clients who aren’t using Google++ Source: Analytics Canvas @kevgibbo
  • 15. Test 2: Clients Who Have a Strong Google+ Presence @kevgibbo
  • 16. Result: 42.6% increase in organic traffic for clients who actively use Google+! Source: Analytics Canvas @kevgibbo
  • 17. How about other brands? @kevgibbo
  • 18. Result: Huge Organic Search Impact for Asos.com @kevgibbo
  • 19. Does this mean Google+ has a direct correlation to organic rankings? No! @kevgibbo
  • 20. But… does it really matter? @kevgibbo
  • 21. Where are Google going with G+? “SEO is like being a weather man” Source: Greg Boser @kevgibbo
  • 22. Google are pushing G+ like crazy… @kevgibbo
  • 23. Google Penguin is making link building harder @kevgibbo
  • 24. To Quote Danny Sullivan… “links are creaky, outdated signals that have increasingly been harder and harder for the search engines to depend on.” http://www.seobook.com/negative-seo#45959 @kevgibbo
  • 25. Which means social signals have to be measured by Google to assess a sites authority @kevgibbo
  • 26. If I could give you 5 Google+ tips they would be… @kevgibbo
  • 27. 1) Focus your strategy on great content & stop chasing Google’s algorithm @kevgibbo
  • 28. 2) Build a great content team • Community manager • Bloggers • Content strategist • Infographic designer • Guest authors • Video producers @kevgibbo
  • 29. 3) Use Rel=Author to link-up your writers using Google Authorship @kevgibbo
  • 30. 4) Create a G+ brand page & link to your site @kevgibbo
  • 31. 5) Share content daily, even if you have to force yourself! @kevgibbo
  • 32. And lastly, 4 Google+ tools to help… @kevgibbo
  • 33. 1) View Social Connections to a scary level! http://www.google.com/s2/u/0/search/social#socialconnections @kevgibbo
  • 34. 2) Find Influencers on FindPeopleonPlus.com @kevgibbo
  • 35. 3) Analyse your reach on Google+ Ripples @kevgibbo
  • 36. 4) Social Sources Activity Stream in Google Analytics http://bit.ly/gplusoffsite @kevgibbo
  • 37. In Summary… 1. Google+ has negative influence to CTRs! 2. Websites using Google+ experiencing significant uplift in organic traffic 3. Strong social footprint is likely to make your rankings more defensible to algorithm updates 4. Make content marketing the centre of your SEO strategy @kevgibbo
  • 38. Thank you Feel free to ask any questions & follow me online! @kevgibbo @kevgibbo