adam skalak istrategy london 2012
DESCRIPTION
Adam Skalak slides iStrategy London 2012TRANSCRIPT
Adam Skalak, Head of SEO, iCrossing
TOP TRAINING TIPS FOR MAXIMISING
SEO AND SOCIAL SYNERGIES
1
SOCIAL SIGNALS TRAINING
SOCIAL SIGNALS
TRAINING AGENDA
> Introduction
> Social signals
> Google+
> Content
> Strategy
> Stats and Future
> Tips
> Q&A
> Exercise
2
INTRODUCTION PLATFORM CONNECTIONS
3
INTRODUCTION WHAT IS SOCIAL MEDIA?
Social Media is about people having
conversations Online
4
5
Social is more
than just Twitter,
Facebook and
Google +
THE CONVERSATIONS ARE POWERED BY
WHY DOES THIS MATTER
TO YOUR BUSINESS?
6
Because you are either part of
the conversation, or you are not.
7
HOW IS THIS RELEVANT TO
YOUR SEO?
8
INTRODUCTION SOCIAL AFFECTS SEARCH
9
INTRODUCTION TRADITIONAL SEO PILLARS
10
Architecture
Reputation Content
Can search
engines find it?
Become a
reputable source
for your content
Useful and engaging
content to address the
user in their language
SEARCH &
SOCIAL DEVELOPING SIGNALS OF SEARCH
“The theory is that search results are more
relevant when they take into account one’s
social connections. Social search is paradigm
shifting. It means that who you know changes
what you get (WYKCWYG)”.
Guy Kawasaki
SEARCH &
SOCIAL DEVELOPING SIGNALS OF SEARCH
SEARCH &
SOCIAL THE JOURNEY FROM LINKS TO SOCIAL SIGNALS
13
WHAT ARE SOCIAL SIGNALS?
14
SOCIAL SIGNALS MIX OF KEY SIGNALS
15
> One-off signals
– Tweets
– Facebook Likes
– Google +1’s
> Discussion and Content signals
– Comments
– Content freshness
Quantitative
Qualitative
Source: Joe Hall, 22 Media
> Share/Spread Signals
– Twitter retweets
– Facebook shares
– Google+ shares
> Authority Signals
– Ratio of following to followers
– Mentions, subscriptions
– Inbound activity
– Topics
TIP: Focus on qualitative signals
SOCIAL SIGNALS DIRECT PLATFORM CONNECTIONS
16
Twitter retweets
Tweets
Facebook shares
Facebook likes
Google+ shares
Google +1
SOCIAL SIGNALS INDIRECT PLATFORM CONNECTIONS
17
SOCIAL SIGNALS PLATFORM SIGNIFICANCE
18
SEO
SOCIAL MEDIA
Social media market share
Search engine market share
The question for marketers:
Can you improve your short- and long-
term search performance by becoming
active in Google+?
Search ads with +1 annotations have
a 5-10% uplift in click through rate (Google)
TIP: Link up your AdWords account with your Google+ account
Organic listings with +1 annotations can have
a 5-20% uplift in click through rate (Search Engine Watch)
TIP: Create a Google+ Page for your business and then link your website
to your Google+ Page. Add a +1 button to your pages.
Organic listings with Google+ signals can increase
rankings by 20% (Search Engine Watch)
TIP: Become active in Google+ and promote your content to increase your SEO
rankings, traffic and conversions
The answer:
Yes - becoming highly active in Google+
is already one of many factors in natural
and paid search performance
TIP: Test, test and test
WHAT DO YOU PROMOTE
WITH SOCIAL SIGNALS?
24
BRANDS PRODUCTS SERVICES INFORMATION
25
CONTENT
CONTENT SEGMENT BY LOCATION
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ONSITE OFFSITE
CONTENT
CONTENT SEGMENT BY TYPE
– How-to’s
– Informational articles
– Blog posts
– Interviews
– Ebooks
– Infographics
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– Reports
– White papers
– PowerPoint
– Video
– Apps
– Product/Service descriptions
– Company info
– News, press releases and blog
content
ESSENTIAL VS SHARABLE
TIP: Create useful, unique and interesting content
TIP: Analyse competing websites to identify popular content and topics
ANALYSIS OPEN SITE EXPLORER.ORG
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Roller Coaster Ad
ANALYSIS OPEN SITE EXPLORER.ORG
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ANALYSIS OPEN SITE EXPLORER.ORG
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Sony support section
LEGO Architecture
John Lewis Dishwasher
Guide
HSBC Passport
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Over 10,000 re-tweets
over 2,000 Facebook
Likes
and over 1,000
LinkedIn shares
32
Over 1,000 re-tweets
over 400 Facebook
Likes
and over 300 LinkedIn
shares
600 links
CONTENT SEGMENT BY AUDIENCE
– Which sites will share your content
– Who will share your content
33
– Existing customers
– New customers
INFORMATION VS PROMOTION
TIP: Check the target sites link out and promote content socially
CONTENT AUTHOR CREDIBILITY SIGNALS
> Google recognises and credits the original
author
– Connect authors’ profiles to Google+
through rel=author tag
– The higher the authority, the higher articles
rank
> 1 in 5 searches already displays authorship
(Search Engine Land)
34
Tip: Set up your Google Author profiles and start building up authority
HOW DOES IT ALL WORK
TOGETHER?
35
FRAMEWORK
36
EXTERNAL ANALYSIS INTERNAL ANALYSIS
Implementation
Review
Keyword Research Customer Audit
SWOT
Competitor and Link Audit
Network Audit
Content Audit
Visibility Audit
Search and Social Strategy
Roadmap
SEARCH &
SOCIAL IMPLEMENTATION
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Create content
Publish Seed and
Promote Engage Monitor
SEARCH &
SOCIAL ECOSYSTEM
38
Customer strategy
Social strategy
Search & content strategy G
oo
gle
+
Links
Author signals
Google+ signals
Twitter,
Facebook &
other social
signals
HOW MUCH DO I NEED TO
CARE?
39
IMPORTANCE THE TRUTH IS SOMEWHERE AROUND
1. The percentage of your customers with a GMAIL/GOOGLEMAIL address
2. The percentage of signed-in visitors entering your site as “not provided”
40 TIP: Monitor the monthly number of visitors as “not provided”
All customers
Gmail customers
“not provided”
IMPORTANCE BY INDIVIDUAL
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4,291 CONNECTIONS !
IMPORTANCE BY INDUSTRY
42
Source: http://simplymeasured.com
IMPORTANCE BY BRAND
43
Source: http://simplymeasured.com
WHERE IS IT ALL GOING?
44
SEARCH &
SOCIAL FUTURE OF SEACH AND SOCIAL
> Facebook to launch a search engine
> Links will remain the main factor for few more
years
– Financial services and B2B
> If Google+ fails, Google will acquire a social
networking platform
45
4 MORE TIPS
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TIP 1 SOCIAL SHARING BUTTONS TIP
> Add social sharing buttons
– AddThis (http://www.addthis.com/)
– ShareThis (http://sharethis.com/)
> Customise your buttons to increase
sharing and promoting
47
TIP 2 PROTECT YOUR GOOGLE+ SPACE
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TIP 3 SUCCESFUL CONTENT TIP
> Use the new Google Analytics Social reports to monitor what
content has been successful socially and build on it
49
TIP 4 COLLABORATION TIP
> Keep the teams together
> Monthly planning meetings
> Share opportunities
50
SEO team
Content team
PR team
Social team
WORKSHOP DISCUSSION:
How do you get your teams and
agencies to integrate and work
together?
52