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SEO and Social Signals - John Dempsey
- 1. SEO and Social Signals PRESENTED BY John Dempsey Senior Corporate Communications Manager, G5 1multifamily-social-media.com
- 2. Agenda • Advance your SEO strategy • Connecting social and search • Amplify social • Expected business results • Q&A multifamily-social-media.com 2
- 5. Zero Moment of Truth multifamily-social-media.com 5
- 6. More than 70% of apartment hunters search for apartments online multifamily-social-media.com 6 Source: Mynewplace.com
- 7. Improve user experience for searchers and search engines multifamily-social-media.com 7
- 10. Domain Authority “How well will this page answer the question that the searcher is asking?” multifamily-social-media.com 10
- 11. Quality of inbound and outbound links multifamily-social-media.com 11
- 13. Add your URL to trusted social platforms multifamily-social-media.com 13
- 14. Making social matter to search engines multifamily-social-media.com 14
- 15. multifamily-social-media.com 15 Trust is built
- 16. Trust • Brand • URL • Social media platform multifamily-social-media.com 16
- 17. Avoid unnatural backlinks • Forum links • Blog comment links • Link farms • Links on low-quality networks multifamily-social-media.com 17
- 19. Develop authority through linking • Be relevant • Be trustworthy • Use semantically correct anchor text • Leverage your geographic location multifamily-social-media.com 19
- 21. Elements of quality content • Media enrichment • Adds Value • Word count • Semantic relevance multifamily-social-media.com 21
- 22. multifamily-social-media.com 22 Evolution of Content Marketing Past Present Future Articles Blogs Mobile Apps Press Releases Infographics Mobile Games Website Content Videos Google+ Static Website Photo Slides Content Management Systems Bot-oriented Content Facebook Personalized Content Twitter Combine CMS & Marketing Automation Pinterest Web Experience Management System Localization
- 29. Improve presence on the search engine results page multifamily-social-media.com 29
- 31. Key takeaways • Connect social to search by using social platforms that are trusted by search engines • Improve the trust in your domain by carefully controlling your linking strategy • Amplify your social presence through quality content, citations and promoted reviews • The result will be improved presence at the ZMOT multifamily-social-media.com 31
- 33. Visit GetG5.com Email John.Dempsey@GetG5.com Tweet @JohnPDempsey multifamily-social-media.com 33
Editor's Notes
- Title tags, meta descriptions, great URL structure, content, links and sitemaps are all probably very familiar to you. They are the elements that make up best practices and the foundations of SEO strategy – and they’re here to stay.
- But in order to compete, and place yourself, on the first page of search engine results. You’ll need to assess the preferences of both searchers and search engines in order to determine how to advance your SEO strategy.
- Advance your strategy by improving user experience by taking up more real estate on the search engine results page. This matters because shoppers encounter your brand – including all news, social platform links, and off page page links – well before they first encounter your property.
- The zero moment of truth is likely to impact more than 70% of apartment hunters – this large section of apartment searchers are looking for information related to properties online.
- Because this exposure is so broad, so trackable, and regularly analyzed, search engines now incorporate behaviors that indicate a positive user experience – like lots of clicks on links, shares, and more – into their algorithms. Favoring sites and social platforms with the best user experiences. But how do we know that this is true?
- Domain Authority is an algorithm that attempts to replicate search engine algorithm behaviors. It basically asks the question ““How well will this page answer the question that the searcher is asking?” Over the past few years, the brilliant minds at Moz that update the Domain Authority tool have found that the greater influence they give social signals, the more their search rankings appear like real life search rankings. So while Google, or Bing or Yahoo have never officially stated that social signals matter, we know from this research that they do. So how does Domain Authority do this?
- It measures many factors, but the most impactful are the number and quality of inbound and outbound links.
- Link quality is impacted by the perceived quality of a URL and the URL’s presence on specific platforms. Google Panda impacted this by….
- Connecting social and search is dependent upon including your domain in your social profiles and sometimes, in the case of Google+, a code snippet.
- Combing all of these things…trusted links, high-quality shareable content and solidifying the connection between trusted social platforms and your URL all work to develop trust. But to understand how we know that trust matters to searchers and search engines, we need to examine Domain authority.
- We just talked about three factors that contribute greatly to developing trust, let’s talk more about how that is built. …trust that is perceived and measured by search engine algorithms. This is a factor that is earned, and evaluated in three critical sources.
- Trust in your brand and company Trust in the platform Trust matters because it is a good indicator of what will improve user experience on a search engine and therefore keep searchers coming back
- Linking strategies of the past: forum links, blog comment links, link farms, links on low-quality networks such as casino or adult sites
- The results of unnatural linking strategies are hugely damaging. In this example from Ahrefs of whoahost.com, you can see a top-down view of all the links pointing to a given site. In this case, Ahrefs can see that their top link uses the anchor text “get cheapest shared hosting”, which makes up 13% of the links pointing to them. If this doesn’t seem possible, search engines don’t think so either. Source: http://www.eversparkinteractive.com/what-do-unnatural-linking-strategies-look-like
- So how do you gauge the quality of the link? Is it relevant to the industry? Is it a site people would feel comfortable giving their credit card to? This is an actual question that Google’s human evaluators use. Is the link placed in a natural area on the site? For example, it can be seen clearly and is not cloaked. Is the anchor text natural? Google now looks at the variations in a link profile. If a business has hundreds of links to their business that all say “los angeles apartments” it does not appear as being natural to them and that will throw up a clear warning sign to their algorithm. It will most likely result in a Google penalty. Natural anchor text is varied since a real user will often link to the site in a variety of ways such as “click here for great apartments” or “my favorite apartments in Los Angeles” When operating out of a local market, it’s important to try to acquire links within a nearby radius. It tells Google that your are relevant to your local market. For example, a link from your Local Chamber of Commerce has more authority than the burger joint down the street, for example.
- How will you get linked to? Great content. Great content: Assists a strong linking strategy and at the same time captivates searchers and search engines
- Most critical elements of content: media enrichment, first sentence, word count and semantic relevance
- The future of quality content development is bright. Today, we focus on articles, blogs, videos and photos. These are shared through social media and for local searches, search engines localize the search results for the searcher – matching the right business with the right searcher at the right time. In the future however… http://www.setster.com/blog/wp-content/uploads/Infographic-2.jpg
- Let’s talk more about how you can leverage the content you have today to generate more links, more engagement and more demand online. In a space that’s crowded with content, this can seem challenging, but it’s all about using tools made available by social platforms to amplify your social presence – making your message available to a wider but still targeted audience.
- Tools to amplify this content Sponsored tweets and posts / native advertising Audience development
- Online advocacy Important to note here: do not buy Facebook “likes”
- If you do all of this…what will you see as a result?
- Increased engagement on social media platforms Connect platform metrics with site metrics to paint the full engagement picture
- Increased presence on the SERP.