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Using Social Media to Achieve SEO Success:
   How to leverage the opportunities in social media for
   higher rankings in organic search results




 Rand Fishkin | CEO




                  http://bit.ly/mozsocialseo2012
A New World
Social is Directly Tied
 to Search Results
Google+’s Network Domination
90mm+ Google Users See Personalized SERPs
Google+ Suggested Users




The “people and pages” results appear to come from participation on G+, high circle counts,
consistent contributions and brand signals
Google+ in Logged-Out Results




Both “people and pages” and +1 counts show for logged-out users.
Google+ Influences Crawling




 Google’s New
“Submit URL” Box
Tweeted URLs Earn Direct Links




Google says they don’t directly count tweets in rankings, but a popular tweet containing a link
earns a lot of re-publishing across the web Google does crawl, index and count.
Facebook Shares in Bing, Too




Through Bing’s partnership/integration with Facebook, results are massively personalized for any
logged-in Facebook user (all 900 million of them)
Google’s DEEP Social Network




                                                                  Whoa. Google really does
                                                                  know everything about you
                                                                     (and your friends).



http://www.google.com/s2/u/0/search/social - the hardest-to-find page in Google
Second-Order Effects
Social Activity Leads to
  Search Rankings
Social Drives Awareness & Branding




Keith Urban’s tweet informed 200 million people prior to President Obama’s speech:
http://blog.socialflow.com/post/5246404319/breaking-bin-laden-visualizing-the-power-of-a-single
Social Drives Queries




Just after the social boom from DSC, the queries for their brand went “meteoric” in Google Trends
Queries Influence Rankings




http://www.seomoz.org/blog/whoa-can-query-volume-directly-influence-rankings
Social Yields Press




via http://stateofthemedia.org/2012/mobile-devices-and-news-consumption-some-good-signs-for-
journalism/what-facebook-and-twitter-mean-for-news/?src=prc-section
Social Yields Links




Via http://www.opensiteexplorer.org/pages?site=www.seomoz.org%2Fblog
A Unified Strategy
For Search + Social
    Dominance
Create Share-
Worthy Content
Create Share-
Worthy Content

                 Share Socially
Create Share-
Worthy Content

                  Share Socially


                 Earn the Social
                 Rankings Boost
Create Share-
Worthy Content

                  Share Socially


                 Earn the Social
                 Rankings Boost


          Get Natural Links
            from Content’s
           Visibility & Value
Create Share-
               Worthy Content

                                 Share Socially


                                Earn the Social
                                Rankings Boost


                         Get Natural Links
                           from Content’s
Earn More Social          Visibility & Value
   Followers
Create Share-
                   Worthy Content

                                     Share Socially


                                    Earn the Social
                                    Rankings Boost
Amplify Network
    Reach                    Get Natural Links
                               from Content’s
    Earn More Social          Visibility & Value
       Followers
Create Share-
                    Worthy Content

More Searchers                        Share Socially
Biased to Seeing
   Your Stuff
                                     Earn the Social
                                     Rankings Boost
Amplify Network
    Reach                     Get Natural Links
                                from Content’s
    Earn More Social           Visibility & Value
        Followers
Create Share-
                    Worthy Content

More Searchers                          Share Socially
Biased to Seeing
   Your Stuff
                      Win the         Earn the Social
                      Internet       Rankings Boost
Amplify Network
    Reach                        Get Natural Links
                                  from Content’s
    Earn More Social             Visibility & Value
        Followers
Let’s Watch It Happen
With a Real Example
Start with Great Content




http://www.dollarshaveclub.com/
Add a Little PR Outreach




http://techcrunch.com/2012/03/06/dollar-shave-club/
Spread Across Social Networks




http://www.facebook.com/DollarShaveClub
Spread Across Social Networks




https://twitter.com/#!/dollarshaveclub
Spread Across Social Networks




http://www.youtube.com/watch?v=ZUG9qYTJMsI
Dominate Personalized Search




https://www.google.com/search?q=shave (while logged in to my account)
Earn Links Like Crazy




The links are too new to show in link tools like OSE/Majestic, but they likely have 10K+ links from
high authority domains in just a few days.
Win the Internet




Via http://sigforum.com/eve/forums/a/tpc/f/320601935/m/2220052382
A Great Case Study for SEO




If DSC had integrated SEO into their viral and social marketing plan, they likely could have earned
rankings across search terms that would continue to send them traffic long after the launch.
Tactics that Work
In a Search + Social
       World
Google+
Tactics
Google+ Circles




Google’s “extended circles” mean you influence not only your followers, but their followers, too.
FindPeopleonPlus + Targeted Outreach




http://findpeopleonplus.com – great tool for G+ discovery
Requesting Feedback/Shares by Name




Because a +Name becomes a notification, using them signals G+ users and often results in a follow
Study Ripples to Target Viral Users




                                                                      I shared this; it got lots
                                                                            of re-shares 


By viewing ripples like this one, you can see which influencers resulted in large amounts of shares.
Hot on G+ is a great way to study this: https://plus.google.com/u/1/hot
G+ Also Uses Gmail… Email = Network




Anyone with a Gmail account is automatically included in personalized sharing
Twitter & Facebook
     Tactics
Best Way to Grow Your Network: Share Links




http://danzarrella.com/infographic-5-scientifically-proven-ways-to-get-more-retweets.html
Drive More Social Activity w/ Proper Timing




Via http://www.tweriod.com (I know, terrible name, but cool service)
Gamification + Profiles/UGC = WIN




SEOmoz’s gamified profiles created a 100% boost in profile completion (and thousands more links
from members’ sites. Via http://www.seomoz.org/users/profile/
Content
Tactics
Good = Not Good Enough




http://www.seomoz.org/blog/great-content-for-seo-simpler-than-you-ever-imagined
Visuals > Pure Text Content




Just by putting text statistics into visual content, you can earn massive sharing potential
Positive Mentions of Influencers




Via http://www.urbanspoon.com/blogs/52/London.html
Integrated
 Tactics
Social Channels to Build Search Demand




In this case, I drove searches directly using a link, but it’s also very possible
Rel Author + Author Authority




Great how-to here: http://www.blindfiveyearold.com/how-to-implement-rel-author
Rich Snippets through Hosted Video Content




Great tutorial: http://www.distilled.net/blog/video/getting-video-results-in-google/
Your
Analytics
                           R
Will Lie
to You.
(unless you’re using
multi-touch attribution)
Multi-Channel
Attribution is
Critical

                                R




    http://www.seomoz.org/blog/tracking-the-roi-of-social-media
Visualizing Visits Through Various Channels




http://www.seomoz.org/blog/why-the-inbound-marketing-funnel-is-essential-whiteboard-friday
Integrated
Inbound Marketing
  Is the Future
News/Media/PR
                                            SEO     Email
        Blogs + Blogging                                    Research/White Papers


                                                                               Infographics
Comment Marketing

                                                                                  Social Networks
 Online Video
                            COMBINE TO WIN                                         Local Portals
                           (focus on just one, and you miss out)
     Forums
                                                                                     Webinars

Social Bookmarking                                                         Word of Mouth

         Direct/Referring Links                                   Podcasting

                                  Type-In Traffic     Q+A Sites
Rand Fishkin | CEO




@randfish
www.seomoz.org/blog
rand@seomoz.org


       http://bit.ly/mozsocialseo2012

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