tomorrow's seo today - pubcon vegas 2014

Tomorrow's SEO Today - Social Search and

BeyondPresented by:

Mindy Weinstein

About Me: Mindy Weinstein • SEO Manager at Bruce Clay, Inc.

• Trainer of SEOToolSet courses• Published author• Former business professor• Marketing for 10 years and SEO for

6+• Connect with me!

– @mindydweinstein– www.linkedin.com/in/

mindydweinstein– plus.google.com/+MindyWeinstein/

“Life moves pretty fast. If you don't

stop and look around once in a while, you could miss it.” - Ferris

Bueller

SEO—it’sSEO—it’s about about succeeding today and succeeding today and

being ready for tomorrow.being ready for tomorrow.

“…the bold survive.” – Ferris Bueller“…the bold survive.” – Ferris Bueller

Survival Tip #1: Recognize Survival Tip #1: Recognize the impact of personalized the impact of personalized

search.search.

Impact of Personalized Search

bit.ly/1gCmbp3

“The aggregate results of every search ever entered, every result ever tendered, and every path taken as a result.”

“a massive database of desires, needs, wants, and likes that can be discovered, subpoenaed, archived, tracked, and exploited to all sorts of ends.”

“a massive database of desires, needs, wants, and likes that can be discovered, subpoenaed, archived, tracked, and exploited to all sorts of ends.”

Impact of Personalized Search

• Personalization is not new

Impact of Personalized Search• Keyword research is the secret

to dealing with personalization• Personas: you might need a

market research company• Surveys can take out the

mystery too• Talk to your customers• What to use: Seotools.com/ksp-

tool, Survey Monkey

Impact of Personalized Search

Survival Tip #2: Know how Survival Tip #2: Know how social activity impacts social activity impacts

rankings.rankings.

Social• The new era of search is and will be driven by

social• Consumers are seeking signs of expertise,

authority and trustworthiness – E.A.T.• Social expands your reach and visibility• Social activity is important – link potential and

brand awareness

What happens as a What happens as a resultresult of social shares is what of social shares is what

matters.matters.Article: Social Signals and SEO bit.ly/1is4uXx

Social• Questions to ask yourself:

– Are pages socially popular (links, tweets, likes and +1's)? What to use: Feedthebot.com

– Does the site and/or brand get mentioned (nofollow/buzz) often? What to use: MajesticSEO

– Does the site use a social plugin that can be tracked in Google Analytics? What to use: ShareThis & AddThis plugins

Social• Which social network is appropriate for your

business?– Twitter: Build awareness through fast feedback– Facebook: Local and national brands– LinkedIn: Consultants, personal brands and B2B

reach – now offers long-form publishing platform – Google+: Conversationalists, industry specific– Instagram: Public diarists– Pinterest: Visual candy collectors

What to read: Social Media for Business: Which Social Networks Should Your Brand Invest In? bit.ly/1luRjXD

Social• Build and manage your brand reputation

– Social media helps you get your name out to a wider audience

– Know what people are saying about your company– A bad reputation can impact the perceived quality of

your website and business– Engage with your followers

Survival Tip #3: Publish Survival Tip #3: Publish the right content.the right content.

Content• Create content that your customers care about• Address the intent of your visitors• Push content to social networks—don’t work in

a vacuum• Frequency: What are your competitors doing?

What do your customers expect?• Content fuels social search• What to use: Addictomatic.com

Content

• Use the right words to encourage shares– Twitter: “free,” “use,” “check out,” “retweet,” & “blog”– Facebook: “when,” “post,” “where,” “tell us,” & “deals”

NOTE: Facebook has turned up the heat on click-bait headlines

– LinkedIn: “created,” “researched,” “won,” “developed” and “under budget”

– Google+: “share,” “create,” “promote,” “increase,” & “discover”What to read: The Surprising Words That Get Content Shared on Social

Media bit.ly/1rmi1Dv

Content

• Consider boosted posts:

What to read: The Complete Guide to Growing Your Organic Facebook Reach bit.ly/1h6LMqv

Content

Content

Content• Wait a few weeks and then measure• What to use: Google Analytics, MajesticSEO,

Feedthebot.com/tools/social/

Conclusion: Tips for Survival

1. Recognize the impact of personalized search.2. Know how social activity impact rankings.3. Publish the right content.4. “Stop and look around once in a while”…

otherwise you might miss what’s changing!

“Ferris Bueller, you're my hero.”- Cameron Frye

@mindydweinstein www.linkedin.com/in/mindydweinstein

plus.google.com/+MindyWeinstein/