The document discusses how search engines are becoming more personalized and social through entity search. It notes that search engine results pages now feature entities prominently and are more socially-oriented. The future of search will involve understanding concepts through entities, attributes, and relationships rather than just text. Search engines are building interest graphs based on what users express interest in. The document provides tips for marketers to focus on quality content tailored to user interests, develop an author profile through Rel=Author, and grow a genuine user base to succeed with personalized search.

1. Surviving Personalization
with Bing & Google By: Aaron Friedman
SEO Manager, SPARK
@aaronfriedman

2. I. Part 1 - Current Issue in Personalized
Search
AGENDA • Important Factors of P.S.
• Tips to show up more and be relevant
II. Part 2 - The Future of Personalized
Search
• How Entities play a role
• What this means to us
III. Re-cap
@aaronfriedman

3. Barriers of Personalized Search
How do I reach a larger Audience?
How do I get my information to show up?
@aaronfriedman

4. Aspects of Visibility
Quantity Quality
@aaronfriedman

5. Quantity
Getting more people to see our
For Users results.
this means…
Getting more relevant results based on the people
we are connected to.
For Marketers
this means…
@aaronfriedman

6. Which REALLY Means…
facebook.com/ads/create/
• Buy ads on Facebook
• It’s ok – Not the shady way
Undressing The Secret Of Facebook: Paid Organic Is The New Black
Grow your other networks
• More Twitter Connections
• More G+ Connections (and Google + is REALLY important)
@aaronfriedman

7. Quality
Do’s Don’ts
@aaronfriedman

8. Create Unique Content
- Don’t Plagiarize
@aaronfriedman

9. Don’t Neglect your networks
Leverage them, understand what makes
them tick
@aaronfriedman

10. Don’t Use Generic Images…
… Be Imaginative, but still identify
with your brand
@aaronfriedman

11. Be Creative
@aaronfriedman

12. Be Useful and Helpful
@aaronfriedman

13. Ready to improve Quality?
Lets Talk
TACTICS @aaronfriedman

14. Tactics to improve quality
Twitter Long Tail Open Graph “Tweet What
Suggestion Optimization You Want” Code
Identify what people Maximize and Ensure the message shared
are talking about to optimize messages by users on Twitter is the
assist with content shared on Facebook appropriate message, and
one you want shared.
creation by users.
@aaronfriedman

15. Tweet The Long Tail
Lots of Opportunity here!
@aaronfriedman

16. Step 1 - Identify Keywords
• Understanding what
long tail queries are
driving people to your
site
@aaronfriedman

17. Step 2 - Look At Social Data
@aaronfriedman

18. Step 3 – Develop Content
http://searchengineland.com/how-to-prioritize-the-long-tail-with-
MORE INFO ON THIS METHOD 
twitter-118434 @aaronfriedman

19. Open Graph Optimization
Sample of 300 Webpages
<meta property='og:title' content=‘ '/> Og: Title ~ 95 Characters
<meta property='og:description' content=‘ '/> Og: Description ~ 297 Characters
<meta property=‘og:image’ content=‘ />
@aaronfriedman

20. It Makes Posts Look Bad
No Image
Not
Utilizing
Character
lengths
Non
informative
Description
@aaronfriedman

21. Tweet What you Want
Before anything - Put this in the HTML of your page
<p class= “tweetThis”>THIS IS WHERE YOUR MESSAGE GOES</p>
@aaronfriedman

22. How Tweet Buttons Work
Typically they grab:
• Title Tag
• Header
Problem: These are underutilized
73 Characters in Header
~20 URL
~14 Twitter Handle
107 Used
33 Left
@aaronfriedman

23. Put This In Your Tweet Button
<a href=”#” onclick=”tweetSelectedText()”><img src=”http://digitalhighrise.com/wp-content/uploads/2012/05/tweet_button.gif”
border=”0″ /></a>
<script type=”text/javascript” src=”http://code.jquery.com/jquery-1.7.2.min.js”></script>
<script type=”text/javascript”>
$().ready(function(){$(‘.tweetThis’).hide();});
function tweetSelectedText(){
var twtTitle = $(‘.tweetThis’).text() || $(‘title’).text();
var twtUrl = location.href;
var maxLength = 140 – (twtUrl.length + 1);
if (twtTitle.length > maxLength) {
twtTitle = twtTitle.substr(0, (maxLength – 3))+’…’;
}
var twtLink = ‘http://twitter.com/home?status=’+encodeURIComponent(twtTitle + ‘ ‘ + twtUrl);
newwindow=window.open(twtLink,’name’,'height=500,width=500′);
if (window.focus) {newwindow.focus()}
}
</script>
@aaronfriedman

24. Send a Better Message to Users
<p class= “tweetThis”>
Actions and what people do
are the new SEO and
Pinocchio's lying big nose.
</p>
Pro Tip:
Change the message the next day
to reach people not interested the
first time.
http://searchengineland.com/how-to-tweet-what-you-want-
because-content-matters-121748 @aaronfriedman

25. Part 2
Engines are more social
The Future Will Be Different
@aaronfriedman

26. The Rise of Entity Search
@aaronfriedman

27. Google SERPs
Today
Entities Are Everywhere
@aaronfriedman

28. SERPS Are
Also More
Social
Than Ever
@aaronfriedman

29. Engines are creating something separate from their text index that
consists of entities and attributes…
@aaronfriedman

30. White House On the Corner Painted Blue
@aaronfriedman

31. Its About Understanding Concepts Through Words
@aaronfriedman

32. Verbs Action Attribution Frictionless Sharing
https://developers.google.com/+/api/latest/activities
http://ogp.me/
@aaronfriedman

33. These are Entity And This
So AreThese
Actually, we all have the
potential to become entities
http://searchnewscentral.com/20120117236/Technical/seo-a-
named-entities-what-can-we-learn.html @aaronfriedman

34. And By The Way…
Remember the
wonder wheel?
(RIP)
New Google Panels
function in a similar
manner.
(Think about that)
@aaronfriedman

35. Be Excellent to Each Other
And Relevant For What You Want To Be Known For
@aaronfriedman

36. Its already
happening
on Bing
Become one of these people?
What are they doing different???
@aaronfriedman

37. The Future Of Entity Search Is
Interest-Based Demographics
What I tell you I am
interested in defines me
Not Interested Love it!
Social Data is Your
Attributes
@aaronfriedman

38. Interest Graphs Already Exist
See: peerindex, klout, mentionmapp, mirror.me
@aaronfriedman

39. So What?
What am I supposed to do with this?
@aaronfriedman

40. For Now
 Focus on Rel=Author
• This will play a huge role in Entities
 Focus on Quality Content
• Develop it according to what users are Looking for
• Stay Relevant to Themes
 Spend Time Growing Your User Base
• Don’t Build an Empty Following
• They are your core
@aaronfriedman

41. Aaron Friedman
SEO Manager at
www.digitalhighrise.com
aaron.friedman@sparksmg.com
@aaronfriedman
+
@aaronfriedman

42. Thank you
@aaronfriedman