Learn from Bill Hartzer about the convergence of search and social media, and what it means in 2013. Presented at the Pubcon Conference in Las Vegas, 2013.

1. The Convergence of
Social Media & Search
Presented by:
Bill Hartzer

2. Overview
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SEO and Social Media in 2013
Off Site Factors Still Key
Combine Social Media with SEO
Keys to Success Social Media
Social Validation is Key
Example of SEO and Social
Google Authorship and Author Rank
Search and Social in 2013
Bill Hartzer, Director of SEO
Twitter: @standingdog and @bhartzer
Facebook: Facebook.com/StandingDog

3. SEO and Social Media in 2013
• On-page optimization first
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Perform an SEO Audit of your site
• Create quality content on your site (Google Panda)
Bill Hartzer, Director of SEO
Twitter: @standingdog and @bhartzer
Facebook: Facebook.com/StandingDog

4. SEO and Social Media in 2013
• Review Google’s List: 23 Questions to assess quality
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http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-buildinghigh-quality.html
• Would you trust the information presented in this article?
• Is this article written by an expert or enthusiast who knows the
topic well, or is it more shallow in nature?
• Would you be comfortable giving your credit card information
to this site?
• Does the article provide original content or information,
original reporting, original research, or original analysis?
• How much quality control is done on content?
• Does the article describe both sides of a story?
• Is the site a recognized authority on its topic?
Bill Hartzer, Director of SEO
Twitter: @standingdog and @bhartzer
Facebook: Facebook.com/StandingDog

5. SEO and Social Media in 2013
• Perform a Link Audit of your site
• Majestic SEO, Open Site Explorer
• Review Anchor Text, Types of Links
Bill Hartzer, Director of SEO
Twitter: @standingdog and @bhartzer
Facebook: Facebook.com/StandingDog

6. Combine Social Media with SEO
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Create content on site, promote on social sites
Twitter links, mentions of URL are seen as links.
Post on Google+, +1 the URL, add to Facebook page
Encourage social sharing of your site’s content
Bill Hartzer, Director of SEO
Twitter: @standingdog and @bhartzer
Facebook: Facebook.com/StandingDog

7. Keys to Successful Social Media
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Participate on regular basis
Vote, +1, Retweet and comment often
Add friends/followers, updates often
Put your site in your profile
Remember: Social media has niches
• Example: #SocialChat on Twitter, www.socialparler.com
• Example: Google Authorship & Author Rank Community, G+
Bill Hartzer, Director of SEO
Twitter: @standingdog and @bhartzer
Facebook: Facebook.com/StandingDog

8. Social Validation
New URLs need Social Validation
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Google looks for new URLs they can trust
Google “trusts” new URLs if social shares (validation)
New content must be socialized within 2 hours
After 2 hours, new URLs are not “fresh”
Submit new URLs (blog posts, articles, even new sites/domains
Share on Facebook Page, Google+, Twitter,
LinkedIn, other social sites
Bill Hartzer, Director of SEO
Twitter: @standingdog and @bhartzer
Facebook: Facebook.com/StandingDog

9. Example: Upgrade Facebook Timeline
How we used SEO and social to our advantage
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Facebook rolled out Timeline to all
We posted instructions quickly
Optimized the blog post
Wrote other blog posts for links
Shared the post on social sites
Shared on Twitter, Facebook
Originally posted January 4, 2012
Still rank on 1st page for keywords
Post continues to drive traffic to site.
Bill Hartzer, Director of SEO
Twitter: @standingdog and @bhartzer
Facebook: Facebook.com/StandingDog

10. Google Authorship, Author Rank
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Google Authorship combines SEO and Social
Google Agent Rank patent, 2005
Authoritative “agent” content ranks higher than unsigned content
How to Prepare for Author Rank http://bit.ly/1eIqrkc
Bill Hartzer, Director of SEO
Twitter: @standingdog and @bhartzer
Facebook: Facebook.com/StandingDog

11. Verify Google Authorship
• Verify Google Authorship for all possible content.
https://plus.google.com/authorship
Bill Hartzer, Director of SEO
Twitter: @standingdog and @bhartzer
Facebook: Facebook.com/StandingDog

12. TIP: Gain Google+ Followers
• Fast way to gain followers, network with topical followers.
• Search for Circles on Google+, find shared circles.
• Add hundreds of followers all at once (rather than clicking one).
Bill Hartzer, Director of SEO
Twitter: @standingdog and @bhartzer
Facebook: Facebook.com/StandingDog

13. Example: Bing SERPS in Google SERPs
I discovered Bing results in Google on Saturday
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As soon as I saw possible content, I blogged about it.
Immediately shared on G+, Twitter, LinkedIn
Notified industry news sites about issue, link to blog post
48 Hours later, Google “fixed issue”.
Bill Hartzer, Director of SEO
Twitter: @standingdog and @bhartzer
Facebook: Facebook.com/StandingDog

14. Example: Bing SERPS in Google SERPs
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Search Engine Land picked up story, posted Tuesday 10/22/2013.
Night of 10/22/2013, Microsoft Exec Tweets Link to Post.
One late Tweet, original blog post takes off.
Traffic to blog post, site continues.
Bill Hartzer, Director of SEO
Twitter: @standingdog and @bhartzer
Facebook: Facebook.com/StandingDog

15. Watch Analytics in Real Time
• Google Analytics Real Time
• Moz.com Open Site Explorer Just Discovered tool
Bill Hartzer, Director of SEO
Twitter: @standingdog and @bhartzer
Facebook: Facebook.com/StandingDog

16. Search and Social in 2013
• Make sure on-site SEO is done
• Create new (link bait) quality,
shareable, content on regular basis
• Submit, share on social sites
• Social Media: Participate!
- Daily Voting, Sharing, Commenting
• Claim Google Authorship When Possible
• Social Validation is Key – New URLs within 2 hours, socialize
• If/when you “get noticed”, you will be successful in organic
search, and keyword rankings will “stick”.
Bill Hartzer, Director of SEO
Twitter: @standingdog and @bhartzer
Facebook: Facebook.com/StandingDog

17. Thank You
Bill Hartzer
Director of Search Engine Optimization
Standing Dog
www.StandingDog.com
Twitter: @StandingDog
Facebook: Facebook.com/standingdog
Personal Blog: www.BillHartzer.com
Twitter: @Bhartzer
Facebook: Facebook.com/bhartzer
Bill Hartzer, Director of SEO
Twitter: @standingdog and @bhartzer
Facebook: Facebook.com/StandingDog