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Social Media’s Influence on Search:
Going Beyond Rankings
Jennifer Sable Lopez
Director of Community at Moz
@jennita
Is Social a Ranking Factor?
No.
http://www.youtube.com/watch?v=udqtSM-6QbQ
Not Directly
How We’d Like it to Work
Create a Great Resource
Get Tons of Social Shares
@jennita #SMXSydney
Rank #1 in Google!
@jennita #SMXSydney
How it Really Works
Create a Great Resource
Get Tons of Social Shares
@jennita #SMXSydney
Shared with Authority
@jennita #SMXSydney
Of Varying Degrees
@jennita #SMXSydney
Lots of People See it
@jennita #SMXSydney
Get Mentions Across Web
@jennita #SMXSydney
Earn Lots of Links
@jennita #SMXSydney
With Varying Anchor Text
@jennita #SMXSydney
From High Authority Sites
Including This One?
Including This One?
@jennita #SMXSydney
Rank #1 in Google!
@jennita #SMXSydney
Whew.
Social Assists + Influences
SEO in Many Ways
Quick Indexing
@jennita #SMXSydney
G+ post indexed!
Damn good lookin’
SERP right there!
Grows Exposure
@jennita #SMXSydney
Increase Links
@jennita #SMXSydney
Beginner’s Guide to Social launched in January. !
In February we did another push. !
It continues to earn links & social shares!!
Demonstrates Popularity
@jennita #SMXSydney
Signal of Relevance
@jennita #SMXSydney
Connect your G+
account to Adwords!
“Recent posts” is all
about our latest launch!!
Branding
@jennita #SMXSydney
Personalized Results
@jennita #SMXSydney
This is a G+ Post Page –
They ALL get indexed!
Good thing we had “Moz Local” in
the beginning of the title eh?!
Grow Traffic
@jennita #SMXSydney @jennita
Social! Search!
How Do You
Integrate Social Into
Your Search Strategy?
Start by Making the
Experience Consistent.
@jennita #SMXSydney!
Let’s Look at this Post
@jennita #SMXSydney!
How it Looks in Search
Ooooh Noms!!!
449 calories!!
Author has
other recipes!
@jennita #SMXSydney!
And on Facebook
@jennita #SMXSydney!
What about Twitter?
@jennita #SMXSydney!
Boom. Pinterest.
@jennita #SMXSydney!
Overall Experience?
Holy
Consistency!!
J
How Most Pages Look
@jennita #SMXSydney!
Nice, Informational Page
@jennita #SMXSydney!
SERP - Looks Good eh?
@jennita #SMXSydney!
What About on Facebook?
Not too bad,
eh?
@jennita #SMXSydney!
And Pinterest…
Oooh! Pretty
picture
@jennita #SMXSydney!
Google+
Ouch.
@jennita #SMXSydney!
Twitter
Snooze...
@jennita #SMXSydney!
Overall Experience?
Completely
Inconsistent
L
Put as Much Effort
Into Social as You Do
Into Search
Start With Open Graph
@jennita #SMXSydney!
Nutella SERP
@jennita #SMXSydney
Nutella Page on Facebook
@jennita #SMXSydney
How Open Graph Works
@jennita #SMXSydney @jennita
On-Page Title + Title Tag!
Title When Shared on FB!
OpenGraph – http://ogp.me
!
<!-- Open Graph data -->!
<meta property="og:title" content="Title Here" />!
!
<meta property="og:type" content="article" />!
!
<meta property="og:url" content="http://www.example.com/" />!
!
<meta property="og:image" content="http://example.com/
image.jpg" />!
!
<meta property="og:description" content="Description Here" />!
!
@jennita #SMXSydney!
Facebook Debugger
@jennita #SMXSydney
https://developers.facebook.com/tools/debug!
Facebook Debugger
@jennita #SMXSydney
If your page isn’t showing
up properly in FB!
Facebook Debugger
@jennita #SMXSydney
Or you have an old version
of the page cached in FB!
Facebook Debugger
@jennita #SMXSydney
Use the FB Debugger to
re-cache!!
Twitter Cards
@jennita #SMXSydney!
Regular Text Tweet
Snooze...
@jennita #SMXSydney!
Summary Card (default)
Community
WIN!!
@jennita #SMXSydney!
Summary Card Large Image
Community
@jennita #SMXSydney!
Twitter Card Code
!
<!-- Twitter card data -->!
<meta name="twitter:card" content="summary">!
!
<meta name="twitter:site" content="@twitterhandle">!
!
<meta name="twitter:creator" content="@AuthorTwitter”> !
!
<meta name="twitter:title" content=”Title specific to
Twitter – short works great!">!
!
<meta name="twitter:description" content=”Remember this is
being shared on Twitter, make it enticing to the FB user.">!
!
<meta name="twitter:image" content=”image URL for the image
you want to display">!
!
@jennita #SMXSydney!
Twitter Card Validator
https://dev.twitter.com/docs/cards/validation/validator!
@jennita #SMXSydney!
Add Your Site
@jennita #SMXSydney!
Twitter Card Analytics
Pinterest – Rich Pins
https://developers.pinterest.com/rich_pins/!
@jennita #SMXSydney!
Regular Pin
@jennita #SMXSydney!
Rich Pin
!
@jennita #SMXSydney!
Rich Pin
!
@jennita #SMXSydney!


http://mz.cm/1hD5c8H!
@jennita #SMXSydney!
Rich Pin = Schema.org
@jennita #SMXSydney!
Rich Pins Validator
https://developers.pinterest.com/rich_pins/validator/!
There’s No Doubt, that
Social Influences Search.
It’s Your Job, to Make
the Most out of It!
Jennifer Sable Lopez
Director of Community at Moz
@jennita
!!
Thank You

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