Perfect Market: Search and Social
IAB Member WebinarApril 27, 2011
12:00 PM - 1:00 PM EDT
The Search & Social Connection:Alignment in a Google and Facebook World
hashtag: #iab #googface
What is #GoogFace?
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hashtag: #iab #googface sources: @perfectmarket @iab
Search Social
#GoogFace
Content published
Content is tweetedsharedlinked
Shared links drive
more sharesand links
Link sharedon networksexposed toreal-timecrawler
Real-timecrawler supports
fresh visibilityIn engine
Visibility attracts newsite viewerssubscribers
All of theseincrease
PR, improvesite authority
Improved rankenables more
readers tofind contentorganically
How social drives SEO
hashtag: #iab #googface sources: @perfectmarket @iab
Impact of social on search
Prior to social campaign– Small PV numbers– No rank
Post campaign– Day of promotion: 25x daily traffic– 10x daily traffic after promotion– Position 4-7 page one
Tweet Tip:
Social: 25x boost day of campaign. Search: 10x boost in organic search via social links. #googface #iab
Social capital impact on search
Donald Trump stories in WaPo:
o The Fix dominates search resultso Kathleen Parker … ?
Online Social Capital:Twitter Followers: 1,829Facebook Fans: 1,256Klout Score: 36Peer Index: 19
Online Social Capital:Twitter Followers: 69,772Facebook Fans: 14,107Klout Score: 72Peer Index: 57
Social capital: WaPo comparison Kathleen Parker Chris Cillizza (The Fix)
What is the Panda Update? Google algorithm change Launched Feb 23, 2011 Update and international rollout Apr 11, 2011 Target:
– Low-quality sites (content farms) Thin content Duplicated or scraped content Low quality content
“We actually came up with a classifier to say… IRS, Wikipedia orNew York Times is over on this side, & the low-quality sites areover on this side…and you can really see mathematical reasons.”– Matt Cutts, Wired Magazine Q&A
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Instant Traffic Drop For Affected Sites
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30-40%
30-40%
Social Update: Google +1
“….we’ve also incorporated new user feedback signals to help people find better search results. In some high-confidence situations, we are beginning to incorporate data about the sites that users block into our algorithms.”
Source: GWC Blog, 4/22/11
How-to: 5 easy steps1. Identify high value content with promotion potential.2. Coordinate promotional efforts.3. Set up tracking and analytics.4. Campaign and monitor.5. Review results … modify, rinse, repeat.
Source: CMO.com
Thank you
hashtag: #iab #googfacesources: @iab @perfectmarket
@TimRuder@Sheigh
Questions
hashtag: #iab #googfacesources: @iab @perfectmarket
Please type your questions into the chat feature on the upper-right corner of your screen.
Educational Webinars– Understanding the New IAB/MMA Mobile Web Ad
Measurement Guidelines, May 4, Noon EST – Bringing Direct Marketing Disciplines to Online Advertising,
May 25, Noon EST Professional Development Classes
– On-demand training classes available @ iab.net Conferences
– Networks and Exchanges Marketplace, May 16, NYC – IAB Innovation Days, June 8-9, NYC – Mobile: IAB Marketplace, July 18, NYC– MIXX Conference, Expo, & Awards, October 3-4, NYC
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