pubcon vegas 2012: social media signals for search engines -10-04-12
DESCRIPTION
Learn how social media signals are used by search engines and how to capitalize on themTRANSCRIPT
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Social Media Signals in SEO
Still Early Days
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First Off... Who Am I?
Co-author: The Art of SEO President: Stone Temple Consulting
25+ person SEO and PPC firm Trainer: Instant E-Training Founder: Web Site Publishing Companies
Publish web sites, grow them, then sell them2 significant exits so far
Twitter: @stonetemple Google +: +Eric Enge / +Stone Temple Consulting
@stonetemple / + Eric Enge
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Facebook Shared Content
@stonetemple / + Eric Enge
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Twitter Shared Content
@stonetemple / + Eric Enge
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Google+ Share
@stonetemple / + Eric Enge
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Facebook Comments (Techcrunch)
@stonetemple / + Eric Enge
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What Do the Search Engines See?
Signal Bing Google
Facebook Like Yes Crawl Based?
Facebook Share, Personal Page Yes No?
Facebook Share, Brand Page Yes Crawl Based
Facebook Comments Yes Yes (Crawl Based)
Twitter Share Yes Crawl Based
Twitter Retweet Yes Crawl Based
Twitter Mentions Yes Crawl Based
+1 Crawl Based Yes
Google+ Share Crawl Based Yes
Google+ Mention Crawl Based Yes
@stonetemple / + Eric Enge
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“…what does a like mean? Some people like the page, some folks might like the content, some folks might just think it’s funny and likeable. As you said, the likes are a good signal, but they’re not a granular signal of what particular thing you’re actually expressing a like about.”
Bing’sStefan Weitz
On using Likes as votes the way links are used:
@stonetemple / + Eric Enge
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It’s About Picking the Best Content
@stonetemple / + Eric Enge
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Weighting Votes - Relevance
@stonetemple / + Eric Enge
Whatyou want
to say
WhatThey’re
Interestedin
Relevance
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Weighting Votes – Authority
How well do you know the topic?
Recognized Thought leader?
@stonetemple / + Eric Enge
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Weighting Votes - Trust
Can your opinion be trusted? What are your Perceived
motives? Do people engage With your brand?
@stonetemple / + Eric Enge
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Weighing Votes – Effort & Commitment
@stonetemple / + Eric Enge
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Balance of Signals?
Think Like a Search Engineer
Consider site with “to die for” link profile
… but no one is talking about it
Do you trust that site?
@stonetemple / + Eric Enge
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Which Site Looks Better to You?
@stonetemple / + Eric Enge
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Which Site Looks Better to You?
@stonetemple / + Eric Enge
(Hint)
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Social Signals in Use
@stonetemple / + Eric Enge
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Bing’s Social Sidebar
@stonetemple / + Eric Enge
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Facebook Integration
@stonetemple / + Eric Enge
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Facebook Likes
@stonetemple / + Eric Enge
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Quora Integration
@stonetemple / + Eric Enge
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Reviews
@stonetemple / + Eric Enge
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FacebookActivity
@stonetemple / + Eric Enge
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Social Sharing Shown in Google
Shared onGoogle+
Shared onAnother SocialNetwork
Google+Post
@stonetemple / + Eric Enge
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Must Be In Your Circles
@stonetemple / + Eric Enge
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Other Social Connections
Found Via Connected Accounts
@stonetemple / + Eric Enge
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Correlations With Rankings
Source: Searchmetrics
Facebook Shares 0.35Facebook Total 0.34# Backlinks 0.34Facebook Comments 0.31Facebook Likes 0.28Tweets 0.24% Baclinks With Keyword 0.16% Backlinks with NoFollow 0.16Keyword in Domain Name 0.11
@stonetemple / + Eric Enge
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Be Careful With Correlations!
@stonetemple / + Eric Enge
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Bing Results 2010 (New York Post)
@stonetemple / + Eric Enge
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Bing Results 2011
@stonetemple / + Eric Enge
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Bing Results 2012
With a Social Sidebar
@stonetemple / + Eric Enge
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Influence of Social Media Likes / Shares / +1s
• Your friend +1s it• Your friend shares it on
Google Plus• Your friend shares it on
another connected network
• Your friend Likes it• Your friend shares it on
Facebook or Twitter• Other networks with related
content
@stonetemple / + Eric Enge
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Rel=Author
@stonetemple / + Eric Enge
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The Synergy We’re Looking For
Traffic, Links & New Subscribers
Shared onSocial Networks
Helps DriveNew Followers,Fans, Friends
@stonetemple / + Eric Enge
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The Synergy We Are Looking For – Step 2
(Influencers)
(Your Stuff)
(Sharing)
@stonetemple / + Eric Enge
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Case Study:Social Media Link Building At Work
@stonetemple / + Eric Enge
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Interview with Tiffany Oberoi
@stonetemple / + Eric Enge
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An Influencer Said Something Nice About it
@stonetemple / + Eric Enge
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SERP for Key Search Term
#3!
@stonetemple / + Eric Enge
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Interview with Peter Norvig
@stonetemple / + Eric Enge
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Influencer Tweet
3.8 Million Followers!
@stonetemple / + Eric Enge
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An “Event” (Peter Norvig Interview)
@stonetemple / + Eric Enge
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Latest Matt Cutts Interview
@stonetemple / + Eric Enge
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Duane Forrester Interview
@stonetemple / + Eric Enge
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Link Results
@stonetemple / + Eric Enge
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Thank You!
@stonetemple / + Eric Enge
Eric [email protected]@stonetemple+ Eric Enge(508) 485-7751www.stonetemple.com