Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
November 4, 2016
THE IMPACT OF SOCIAL ON SEARCH
Why does this matter?
Google gives us mixed information and there are a ton of
confusing opinions floating around about ho...
About @coreydmorris
¨ Director of Digital Strategy for
ER Marketing
¨ Board Member for SEMPO global
¨ Organizer of SEMP...
About @ermarketing
¨ We help clients with:
¤ Digital strategy
¤ Paid search marketing
¤ Search engine optimization
¤ ...
About @you
¨ Agencies?
¨ Brand/in-house marketers?
¨ Non-profits?
¨ Students?
¨ Other roles?
@coreydmorris
Digital Marketing Relationships
@coreydmorris
Silos
Silos
@coreydmorris
SEO Overview
@coreydmorris
Indexing & Technical
¨ Robots & Sitemaps
¨ Crawling & Indexing
@coreydmorris
On-Page
¨ Consistency across
all available elements
¨ Content matches
keyword topical focus
¨ Technical aspects
@coreyd...
Off-Page
¨ Inbound links
¨ Brand mentions
¨ Social media
@coreydmorris
Social Influences on SEO
@coreydmorris
2011 Ranking Factors
2011
2015 Ranking Factors
2015
What Google Says…
We do use Facebook and Twitter links in
ranking as we always have in our web
search rankings.
–Matt Cutt...
What Bing Says
What Bing Says…
What SEOs Think
What SEOs Say…
What We Know
¨ No social signals in Google’s algorithm as recently
as 2014 (backtracking on 2010 statement)
¨ Google ind...
Correlation vs. Causation
Understand that regardless of the data and opinions
social matters, then get to work!
@coreydmor...
Application
@coreydmorris
“Build a Strong Brand”
¨ Naturally attracts links,
mentions, social
following, etc.
¨ Brand signals are a
part of the al...
Keyword Selection & Use
¨ Content is a unifier between search and social
¨ A lot of social could (and should) be done wi...
Website Content
¨ Connect search &
social elements
¨ Social meta tags
(the OGs)
¨ Topical relevance
& consistency
@core...
Social Sharing on Website
¨ Within reason, add website (brand)
like/follow/share buttons
¨ Add share buttons for specifi...
Social Citations to Website
¨ Three major data aggregators
¨ Hundreds of directories
¨ Dozens of major social review we...
Social Engagement
¨ Volume: number of engagements
¨ Quality: quantitative factor of those that engage
¨ Links: where th...
Social Link Building
¨ Social has been billed as the new link building and link
building equates to authority in SEO
¨ T...
Social Profile Trust
¨ High quality and influencer profiles are the equivalent
to a high quality site in SEO
¨ Things th...
SERP Presence
¨ Social visibility directly in search results
¨ Direct social media exposure without SEO and
without rely...
Key Takeaways
@coreydmorris
Blow up the siloed thinking
Focus on What Matters
@coreydmorris
Do all the good stuff
¨ Build a strong brand
¨ Select keywords and use them
¨ Work on your website content
¨ Add socia...
Resources
¨ Further Reading:
n http://marketingland.com/social-brand-mentions-find-fully-capitalize-marketing-139876
n ...
Resources
Visit:
http://www.ermarketing.net/smckc
to download this presentation and for other SEO resources
https://www.li...
Thank You
Image credits:
Andy Crestondina - B2B Forum
http://searchengineland.com/seotable/
http://searchengineland.com/in...
How Social Media Affects Google Rankings - SMCKC November Breakfast
How Social Media Affects Google Rankings - SMCKC November Breakfast
How Social Media Affects Google Rankings - SMCKC November Breakfast
How Social Media Affects Google Rankings - SMCKC November Breakfast
How Social Media Affects Google Rankings - SMCKC November Breakfast
Upcoming SlideShare
Loading in …5
×

How Social Media Affects Google Rankings - SMCKC November Breakfast

296 views

Published on

How does social media impact search engine rankings? Does social factor into SEO strategy? What the heck are “social signals?” There are seemingly endless questions surrounding the impact of social on search and we’ll tackle them in this session by separating fact from fiction and by detailing the relationship between the two.

Published in: Social Media
  • Be the first to comment

How Social Media Affects Google Rankings - SMCKC November Breakfast

  1. 1. November 4, 2016 THE IMPACT OF SOCIAL ON SEARCH
  2. 2. Why does this matter? Google gives us mixed information and there are a ton of confusing opinions floating around about how social impacts search. @coreydmorris
  3. 3. About @coreydmorris ¨ Director of Digital Strategy for ER Marketing ¨ Board Member for SEMPO global ¨ Organizer of SEMPO Cities KC ¨ Professional Advisory Council member for NW Missouri State ¨ Past co-host of Tech Circuit on KMBZ @coreydmorris
  4. 4. About @ermarketing ¨ We help clients with: ¤ Digital strategy ¤ Paid search marketing ¤ Search engine optimization ¤ Content marketing & promotion ¨ One of most award winning B2B agencies in region @coreydmorris
  5. 5. About @you ¨ Agencies? ¨ Brand/in-house marketers? ¨ Non-profits? ¨ Students? ¨ Other roles? @coreydmorris
  6. 6. Digital Marketing Relationships @coreydmorris
  7. 7. Silos
  8. 8. Silos
  9. 9. @coreydmorris
  10. 10. SEO Overview @coreydmorris
  11. 11. Indexing & Technical ¨ Robots & Sitemaps ¨ Crawling & Indexing @coreydmorris
  12. 12. On-Page ¨ Consistency across all available elements ¨ Content matches keyword topical focus ¨ Technical aspects @coreydmorris
  13. 13. Off-Page ¨ Inbound links ¨ Brand mentions ¨ Social media @coreydmorris
  14. 14. Social Influences on SEO @coreydmorris
  15. 15. 2011 Ranking Factors 2011
  16. 16. 2015 Ranking Factors 2015
  17. 17. What Google Says… We do use Facebook and Twitter links in ranking as we always have in our web search rankings. –Matt Cutts, 2010
  18. 18. What Bing Says What Bing Says…
  19. 19. What SEOs Think What SEOs Say…
  20. 20. What We Know ¨ No social signals in Google’s algorithm as recently as 2014 (backtracking on 2010 statement) ¨ Google indexes Tweets and some social content to understanding context and importance ¨ Bing considers some social signals ¨ Correlation data tells us social matters @coreydmorris
  21. 21. Correlation vs. Causation Understand that regardless of the data and opinions social matters, then get to work! @coreydmorris
  22. 22. Application @coreydmorris
  23. 23. “Build a Strong Brand” ¨ Naturally attracts links, mentions, social following, etc. ¨ Brand signals are a part of the algorithm @coreydmorris
  24. 24. Keyword Selection & Use ¨ Content is a unifier between search and social ¨ A lot of social could (and should) be done without linking back to our own sites ¤ Be consistent in keyword and topical focus @coreydmorris
  25. 25. Website Content ¨ Connect search & social elements ¨ Social meta tags (the OGs) ¨ Topical relevance & consistency @coreydmorris
  26. 26. Social Sharing on Website ¨ Within reason, add website (brand) like/follow/share buttons ¨ Add share buttons for specific content (posts, images, etc.) ¨ Different types of votes for website, content, and level of impact ¨ What we know here is based on how G+ works @coreydmorris
  27. 27. Social Citations to Website ¨ Three major data aggregators ¨ Hundreds of directories ¨ Dozens of major social review websites ¨ Accurate NAP data and website citation link are critical factors @coreydmorris
  28. 28. Social Engagement ¨ Volume: number of engagements ¨ Quality: quantitative factor of those that engage ¨ Links: where the social content drives a user (and a search engine robot) and the many places the link can be shown based on retweets, shares, and other engagement @coreydmorris
  29. 29. Social Link Building ¨ Social has been billed as the new link building and link building equates to authority in SEO ¨ Things that matter in link building that apply to social media: ¤ Diversity: links on multiple profiles and sources through others originating posts/tweets or sharing/retweeting ¤ Quality: level of quality or influence of the external originator or sharer @coreydmorris
  30. 30. Social Profile Trust ¨ High quality and influencer profiles are the equivalent to a high quality site in SEO ¨ Things that matter for building SEO trust that apply to social media: ¤ Quality: content engagement for the profile/page ¤ Quantity: audience size and follower base for profile/page ¤ History: how long the profile/page has existed and been active @coreydmorris
  31. 31. SERP Presence ¨ Social visibility directly in search results ¨ Direct social media exposure without SEO and without relying heavily on connecting SEO and social with your website ¨ Short-term, but can be a big win @coreydmorris
  32. 32. Key Takeaways @coreydmorris
  33. 33. Blow up the siloed thinking
  34. 34. Focus on What Matters @coreydmorris
  35. 35. Do all the good stuff ¨ Build a strong brand ¨ Select keywords and use them ¨ Work on your website content ¨ Add social sharing to your website ¨ Build social citations ¨ Get social engagement ¨ Social link building ¨ Social profile trust ¨ Other SERP opportunities @coreydmorris
  36. 36. Resources ¨ Further Reading: n http://marketingland.com/social-brand-mentions-find-fully-capitalize-marketing-139876 n http://searchengineland.com/guide/seo/social-media-ranking-search-results n http://contentmarketinginstitute.com/2016/07/seo-strategies-social-media/ n http://memeburn.com/2016/01/10-things-you-have-to-know-about-seo-social-media-in-2016/ n http://searchengineland.com/use-social-media-create-seo-success-250947 n https://www.searchenginejournal.com/social-signals-affect-seo/135956/ n https://www.searchenginejournal.com/real-reasons-social-media-affects-companys-seo/129900/ n https://raventools.com/blog/social-media-impact-seo/ n http://searchengineland.com/guide/seo/social-media-ranking-search-results n http://www.seomark.co.uk/social-seo/ n https://www.semrush.com/blog/8-ways-social-media-can-impact-your-seo/ n http://www.blindfiveyearold.com/social-signals-and-seo n https://www.orbitmedia.com/blog/how-does-social-media-affect-seo/ n https://moz.com/search-ranking-factors n https://blogs.adobe.com/digitalmarketing/search-marketing/social-and-seo-can-social-media-performance-impact-ranking/ n https://blog.hootsuite.com/how-social-media-affects-seo/ n https://www.clickz.com/7-legitimate-ways-that-social-media-impacts-seo/31746/ n https://blog.kissmetrics.com/social-media-and-seo/ n https://www.stonetemple.com/does-facebook-activity-impact-seo/ n https://www.stonetemple.com/googles-matt-cutts-understanding-social-identity-on-the-web-is-hard/ n http://www.slideshare.net/Conductormarketing/using-social-signals-to-boost-your-search-rankings @coreydmorris
  37. 37. Resources Visit: http://www.ermarketing.net/smckc to download this presentation and for other SEO resources https://www.linkedin.com/in/coreymorris @coreydmorris
  38. 38. Thank You Image credits: Andy Crestondina - B2B Forum http://searchengineland.com/seotable/ http://searchengineland.com/introducing-the-periodic-table-of-seo-ranking-factors-77181 http://searchengineland.com/figz/wp-content/seloads/2011/08/matt-cutts-panda-smx- 1314101535.jpeg http://searchengineland.com/figz/wp-content/seloads/2014/10/duane-forrester-bing.jpg http://www.takeflyte.com/wp-content/uploads/2012/12/chris-blog-3.png http://matthewforzan.com.au/wp-content/uploads/2011/11/google-bot-logo-with-bot.jpg https://assets1.getsocial.io/assets/home/product/product-bars- 13fb95e9c34e29cafec576918c11cd37f7fb96f10a601632ff0e437a71233fbb.png https://d2v4zi8pl64nxt.cloudfront.net/advanced-citation-audit-clean-up-achieve-consistent- data-higher-rankings/53bb764fdc2e53.13407302.jpg http://imgs.xkcd.com/comics/correlation.png @coreydmorris

×