performance insights 2013 is social media killing my beloved seo
DESCRIPTION
A look at how social media is affecting SEOTRANSCRIPT
IS SOCIAL MEDIA REALLY KILLING MY BELOVED
SEO?
Is Social Media replacing the need for traditional SEO?
Are Social Signals now a ranking factor?
How can Google trust social accounts and stats?
What is social good for?
Are companies investing too much in social?
If Social isn’t killing SEO – what is?
Is SEO being killed?
Breakdown
SOCIAL MEDIA
Google’s definition of social media
What is Social Media
Google’s definition of social networking
Is this it?
What is Social Media
Businesses are not engaging properly with their brand or product.
Looking Closer Are we using social platforms more to get information
from our connections?
Does having personalised search give us a better experience?
Are less generic searches happening?
Is social media killing Google?
Is Hummingbird a way that Google is trying to become your friend?
IS SOCIAL REPLACING SEO
How can you replace SEO Traditional SEO forms the core of an online marketing
campaign
Search Marketing covers a wide set of disciplines
Still extremely important to have good site structure
Link profile needs to be clean and good quality
Social is small part of SEO campaignBut a LARGE part of marketing campaign
Social and Ranking Social Media companies like to sell their services by
saying it is a ranking factor
It isn’t …
Hot off the Press from Matt Cutts at PubCon
Google’s definition of social media
What is Social Media
Google’s definition of social networking
2011 Google SERP’s for “coffee”
2013 Google SERP’s for “coffee”
Zippy.co.uk/1
Is there any correlation?
Signal StrengthThe Scale of Google’s problem
Twitter # followers# tweets to a webpage# different webpages / news items being tweetedDo they culminate it all for the brand?
Need to gauge the authority of each person who RT’s or shares something
Cope with url shorteners
All in real time!
Signal StrengthThe Scale of Google’s problem
Facebook# likes to a post# comments on a post# shares of a post
Can they link the authority of a FB page as a brand signal?
Do they count the # likes a web page gets
Then do they need to gauge the power of who liked what and their influence?
Signal StrengthThe Scale of Google’s problem
Google +
Much easier for Google!
How can Google Trust You? Faking social profiles is the easiest thing to do, and to
Google it’s the next form of SPAM
What is a REAL user?
How can Google tell you are a REAL user?
Can humans identify fake profiles?
Does the amount of friends / followers you have mean you should be more influential?
I DID A LITTLE TEST
@PMiDebs - Before
@PMiDebs – After
HiveLink
Fake Followers & Likes
Starbucks
Are these all real users, or just numbers?
WHAT IS SOCIAL GOOD FOR
Ways Social works As part of your SEO strategy
Great for brand protection – taking up space in the SERPS
Cure for reputation management
INVESTING IN SOCIAL
Social Strategy Time and effort pushed into Social – having someone in
the office tweeting all day and sharing funny cat pictures .. How much does that increase revenue by?
Does it cover your social media person’s salary?
Does it directly increase your conversions – does it add value to your business
Can you honestly say that you increased your Facebook like and your rankings increased?
What should it entail Don’t have social accounts if you can’t run them well
Only have it as part of your SEO strategy
If you publish news, share the news, carefully follow people who would be interesting in your products
All about the interactions
Social profiles used for customer services – make sure you maintain your reputation
Keep your social media personnel under control
BUT LET’S ROLL BACK
IS MY BELOVED SEO BEING KILLED?
Google started directly targeting
Thin & duplicate content High ad to content ratio Content farms Over optimised link profiles Poor quality, unnatural links
Affiliates were hit the hardest, whether that had a good social account or not
February 23rd 2011
THIS YEAR SO FAR
Been a year of clean ups, reinclusions, recoveries and rebuilds
A year of unnatural link warnings, WMT’s messages, manual penalties and disavow files
Huge amount of sites still penalised and struggling
More and more needing full clean up and strip back
My beloved SEO is tougher than ever
2013
Ongoing Google updates Penguin releases May & Oct 2013
Clean up, cut deep, rebuild
Social Media doesn’t protect you against this
Many have seen this
SHALL WE JUST SAY SEO IS EVOLVING (AGAIN)
THANKS FOR LISTENINGwww.bronco.co.uk
@bronco + @davenaylor