A presentation covering: A whirlwind history of SEO; the effect of Twitter, Facebook, and Google+ sharing on search; how to adapt content for social platforms such as YouTube and Slideshare

1. Search
engine
optimisation
...and the effect of social in search

2. A whirlwind
history of
SEO

3. the 1990s

6. Search
algorithms
were very
basic

8. link metrics
= determine
value of links

9. keyword-heavy
webpages = top
of search
results

10. Florida 2003
anti-keyword
stuffing

11. blog
spam
nofollow
update
jan 2005

12. 2003 >
2010, various
algorithm
updates that
affected link
metrics

13. significant
changes in
2010 and 2011

14. June 2010
real-time
indexing

15. Freshness.

16. PANDA
Feb
2011

17. Panda
affected
12% of all
searches

18. harmed
„weak‟ or
„thin‟
content

19. so how is
good
content
defined?

20. What gets
me to the
top of
Google?

21. The periodic table of SEO

22. The periodic table of SEO

23. The periodic table of SEO

24. the social
side of SEO

26. 1sharing
2platforms

27. 1sharing

28. sharing.
predominantly content
which is tweeted or liked
this directly relates to
search rank

30. Over
2,000
Facebook
likes and
nearly
1,500
tweets

31. Google use
these but
are quiet
about value.
Bing have
implied
social has
more weight

32. Facebook and
Twitter are
the best
shares to get

33. Google+.

34. Google+
doesn‟t directly relate
to search rank
so what‟s the point?

37. Hotwire
jumps to 3rd
place once I
am signed
in. Because
a contact
has +1ed
the content

38. Therefore, th
e larger your
Google+
network, and
the more +1s
your content
gets, the
higher you
will rank.

39. here‟s a
hypothetical:

40. if you had 1,000 in your
Google+ circles,
and you +1 an article,
that article is much more
likely to rank on page 1 for
those 1000 people.

41. Google+
170m users
100m active

42. Other
sharing?
Pinterest.

43. in February Pinterest drove
,
more traffic than Twitter Source: Shareaholic

44. th nk about
the sort of
content you
create

46. infographics,
photos, videos
, visual data.

47. 1sharing
2platforms

48. 2platforms

49. what do I
mean by
platforms?

50. other social
networks which
show up in
search

51. Slideshare
YouTube

52. these sites
already have
high search
rank

53. creating
content for
them helps your
search position

54. for
example, with
content for
Hotwire on
mobile
optimisation

56. our corresponding
blogpost for that
keyphrase is
nowhere to be seen

57. this is because
Slideshare
already has a
high search rank

58. another example,
this time for
YouTube: a search
for “financial
technology pr”...

60. Our website page for
financial technology
PR ranks on page
2, but the YouTube
link ranks on page 1.

61. again, it‟s
because of
YouTube‟s
already high
presence online

62. think about content
that naturally lends
itself to existing
social platforms

63. five things
to take
away

64. 1 fresh
content is the
best content

65. 2 Twitter and
Facebook
shares affect
search rank

66. 3 big Google+
network and
+1s = high
visibility

67. 4 Pinterest
drives more
traffic than
Twitter

68. 5 think about
content for
existing social
platforms

69. SEO is changing
and social has
an increasing
effect on search.

70. don‟t
miss
out

71. Google algorithm The periodic
changes table of SEO
infographic ranking factors
http://bit.ly/googleinfographic http://bit.ly/SEOperiodictable