convergence of social media and seo
TRANSCRIPT
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Convergence of Social Media & SEO Tuesday, February 1, 2011
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Speakers
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» CEO and founder of SOBCon www.sobevent.com » Author of the popular www.Successful-‐Blog.com
» TwiJer: @lizstrauss » LinkedIn: hJp://www.linkedin.com/in/lizstrauss
Liz Strauss
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The Social WEB Complicates RELATIONSHIPS Customers now have… 1. A world of things to buy and
a world of compeSSve offers. 2. OpportuniSes to buy online,
offline, via mainstream media, email, direct mail, telephone, and social sites and commerce.
3. networks and channels to review and discuss what they buy with thousands of online friends.
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A Loyal Customer Can’t Be replaced
» Lost revenue » Opportunity Cost » Costs of new
customer acquisiSon (new customers can’t replace lost, loyal customers)
» NegaSve word of mouth (1 deserter tells 3 friends)
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Avg Order $ x Avg Number of Annual Orders x Yrs. CustomerLife
Thousands per Lost Customer
Webinar: Convergence of Social Media & SEO
One Lost Customer Cost
Solution is the New location Search is only half of the Equation
Finds solutions
FINDABILITY IS THE NEW Black
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Website: Showroom / Catalogue / Presentation
Does your Website work for People? Is it easier, Faster, More meaningful?
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To Build Relationships That Website needs a blog.
Blog: meeting Room / coffee Shop / Conversation
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Can You Find people And resources of value? share experIse
Know what You Don’t know Slide 10 Webinar: Convergence of Social Media & SEO
Twitter: The World’s Largest Event
Keep up with customers online and off participate
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Poll
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» Co-‐Founder and VP of Products of OpSfy » TwiJer: @ebarak » LinkedIn: hJp://www.linkedin.com/in/erezbarak
Erez Barak
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QuesIon #1: Where do people spend their Ime?
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QuesIon #1: Where do people spend their Ime?
Search and Social Media
Webinar: Convergence of Social Media & SEO
Via: hJp://www.markeSngsherpa.com/1news/chartofweek-‐01-‐25-‐11-‐lp.htm
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» OverSme Trends – “HMU”
MaJ CuJs Confirms that Google Uses Facebook and TwiJer Links for ranking Dec. 21, 2010
Bing Expands Use Of Facebook ‘Likes’ In Search Results Dec 15, 2010
» Real Time Trends -‐ “fleet foxes”
QuesIon #2: Are Search and Social Connected?
FLE Webinar: Convergence of Social Media & SEO
Images from: Facebook Blog hJp://blog.facebook.com/ and Google Trends hJp://www.google.com/trends
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» OverSme Trends – “HMU”
MaJ CuJs Confirms that Google Uses Facebook and TwiJer Links for ranking Dec. 21, 2010
Bing Expands Use Of Facebook ‘Likes’ In Search Results Dec 15, 2010
» Real Time Trends -‐ “fleet foxes”
QuesIon #2: Are Search and Social Connected?
Webinar: Convergence of Social Media & SEO
QuesIon #3: Does Facebook MaSer?
Not all URLs are created equal
CorrelaSon between rank and likes
Does rank drive likes? or Do Likes drive rank?
Search Rank
Facebook Likes
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QuesIon #4: Is it only about social?
» Engines are constantly changing
» New metrics are constantly changing search landscape
» Need to opSmize to align with new metrics
Search Rank
Page Load Time
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QuesIon #5: What do I need to track in Real Time ?
» SEO Indicators » Keyword Ranks » Page Scores » Link OpportuniSes
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» Social Indicators » Likes, Shares, Comments » Re-‐tweets and Followers » Social Influence
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QuesIon #5: What do I need to track in Real Time ?
Webinar: Convergence of Social Media & SEO
» Business Indicators » Pageviews » Visitors » Conversion » Revenue
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QuesIon #5: What do I need to track in Real Time ?
Webinar: Convergence of Social Media & SEO
Rand Fishkin
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» Founder and CEO of SEOmoz » Co-‐authored the Art of SEO » TwiJer: @randfish » LinkedIn: hJp://www.linkedin.com/in/randfishkin
» Everything I Share: hJp://trunk.ly/randfish
Webinar: Convergence of Social Media & SEO
TwiSer & Facebook Impact Rankings at Google & Bing
Via: hJp://searchengineland.com/what-‐social-‐signals-‐do-‐google-‐bing-‐really-‐count-‐55389
If (a document) is retweeted or referenced much in Twitter, do you count that as a signal outside of finding any non-nofollowed links that may naturally result from it? “We do look at the social authority of a user. We look at how many people you follow, how many follow you, and this can add a little weight to a listing in regular search results…” “Yes, we do use it as a signal. It is used as a signal in our organic and news rankings…”
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“Author Authority” is Calculated by Google & Bing
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“Author Authority” is Calculated by Google & Bing
Number of Followers / Following; RaSo; Who’s Following? Who are They Following?
Verified Account? Real Name? Real LocaSon? Trust in Website URL?
Do they tweet quality stuff? Do other good accounts retweet them? Do they ever tweet spam?
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An SEOmoz Test on How Tweets Affect Rankings (Dec. 2010)
Via: hJp://www.seomoz.org/blog/how-‐do-‐tweets-‐influence-‐search-‐rankings-‐an-‐experiment-‐for-‐a-‐cause
Page A “FighIng Hunger” 36 Linking Root Domains 620 External, Followed Links 5.22 mozRank 0 tweets
Page B “Ending Hunger” 1Linking Root Domains 1 External, Followed Links 1.25 mozRank 521 tweets (via tweetmeme)
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An SEOmoz Test on How Tweets Affect Rankings Results (Jan. 2010)
Via: hJp://www.seomoz.org/blog/how-‐do-‐tweets-‐influence-‐search-‐rankings-‐an-‐experiment-‐for-‐a-‐cause
Page B (the tweeted page)
Ranks!
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Facebook Sharing: Public vs. Private Sharing and Impact on Google
Google can only “see” things everyone can
see.
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SEO & Social Strategies: Content MarkeIng w/ Facebook
» Company Page
» Promoted on Website
» Shares Content
» Tracks Impressions
» Uses RSS feed from
Blog
» Community Manager
Interacts w/ Users
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SEO & Social Strategies: Facebook Data via Export.ly
Video content has highest engagement for us
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SEO & Social Strategies: Make it Easy to Share Content
Via: hJp://blog.okcupid.com/index.php/dont-‐be-‐ugly-‐by-‐accident/
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SEO & Social Strategies: Create Content Users Want to Share
Via: hJp://www.seomoz.org/blog/a-‐visual-‐tour-‐through-‐the-‐basics-‐of-‐social-‐media-‐markeSng
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SEO & Social Strategies: Facebook & TwiSer Aren’t Enough
Via: hJp://www.seomoz.org/blog/social-‐media-‐markeSng-‐facebook-‐twiJer-‐arent-‐enough
Slide 37 Webinar: Convergence of Social Media & SEO
710 2nd Avenue Suite 840 SeaJle, WA 98104 t: 1.877.2.OPTIFY f: 1.206.787.1410 www.opSfy.net
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Visit hJp://www.opSfy.net/blog for recap, Q&A, recording and presentaSon