no social, no see
DESCRIPTION
by Andrew Goodman, presented at the social media event Conversations, Connections & Opportunities, by Visability.ca on May 27, 2010TRANSCRIPT
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No Social, No See?(with apologies to Bob Marley)
Visability – TorontoMay 27, 2010
ANDREW GOODMAN
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About Page Zero
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Hype fatigue?
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Moving the Needle with Search: Five Guiding
Principles
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User eye patterns: change?
Source: Enquiro Research
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1. Where you rank is incredibly important (to getting a website visitor that is)
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2. Search today is blended and personalized. No more “ten blue links.”
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3. Free, free, free. Search is your funnel. Give more away, wider funnel.
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4. What is more free, and more frightening, than a conversation?
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5. Your website doesn’t matter(or at least it matters less than it used to)
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Case study: Freshbooks vs. BillMyClients
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Search engine ranking factors (200++)
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I think it moved!!!
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Old term: “link bait”
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Is “Attention Bait” a Better Term?
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Or maybe it’s just “being remarkable”
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Invisible in Search: Here’s How!
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1. Brochureware 2.0: Futile attempts at total brand control
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Instead: balancing user needs with architecture to help search spiders – on a home page
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Instead: Demonstrate how you’re active inthe community, then blog, tweet, share.
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2. Hide Stuff and Officially Call Your Pages “Barrier” Pages
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3. Buy links from a “link vendor” – because any old link will do
Instead: do real world PR and ask for or incentivize links.
On the other hand, Google relatively forgiving on this – cheating not usually a “minus” but “lack of plus”
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4. Centralize editorial. Don’t train your writers in SEO, PR 2.0, social media. (Or, do the opposite…)
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5. Obsess about the 10 blue links. Ignore local search, video, etc.
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6. Speak at conferences where nobody tweets
At #vsmTO @andrew_goodman says: to be invisible, just
speak at conferences where nobody tweets
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Top takeaways
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Don’t reduce everything to one or two key factors
Sure, prioritize, but be comprehensive
Develop a full checklist / scorecard
“Google likes links” – yes but now what?
“Keyword research is key” – yes, but how?
Clickstreams & behavior – uptick in importance
Include visibility & user experiences in dialogues
at all levels: IT, editorial, marketing
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Quality content in higher volumes +happy, vocal supporters =
success(even in B2B or retail)
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You can be visible by appearing on other high-ranking websites
Write articles
Create press releases
Hold events or partner with them
Get mentioned
Be quoted
Sponsor, advertise
Share over social media
You might even get a link back!
Suddenly it’s not all about your website’s
analytics alone…
It’s about total mindshare
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Don’t call it linkbait! It’s not a narrow tactic – it’s PR 2.0
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Keep thinking: where are we headed?
Why do you suppose Google is doing this? (New search
layouts, and many new ad formats to follow…)
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Honesty
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Static tweetosphere, or engagement?
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What it’s going to take…
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>
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Thanks! @andrew_goodman