search wars & social media optimization 2015
TRANSCRIPT
Search Wars
• Orientation – Brief overview
• ClickAss manages 36 Domains and all respective social platforms, most of the clients we manage are premium publishers in the South African Market.
Current State Of The Search
• Google Search: Panda, Penguin, Hummingbird, Mobilegeddon & their penalties
• Facebook - EdgeRank & Newsfeed
• Twitter – Video, Direct Messaging, Website Card
Measurement Metrics & Tools
• Google – Social Tools
Agenda
Current Clients & Projects
The Current
State Of Search
What is Web Traffic?
They typed
your URL into their browser
They searched
from a search engine
They found
you via a referral
from either a post or
comment or social mention
Search
40-50%
Referral
20-30%
Direct
20%
By default, campaign traffic
will always be zero unless
a campaign is running
Campaign
0%
Google Updates Algorithm AGAIN!
PANDA PENGUIN HUMMINGBIRD
2014MOBILE
2015
CONTENT LINKS
SERPS &
KNOWLEDGE
GRAPH
SPEED
&
MOBILE
SEARCH
What Does Hummingbird do?
https://www.youtube.com/watch?v=mmQl6VGvX-c
The Mobilegeddon Update
Only impacts MOBILE searches from a
mobile device.
Will hurt all mobile traffic to your site if you
are NOT responsive or mobile friendly
Google will issue a SLOW tag to your
search listing and if you do not fix it, they
WILL de-index you for MOBILE SEARCH.
Mobile search has overtaken desktop
search globally.
Mobile search results now show latest
Tweets
Google Knowledge Graph & Twitter
Performing a search on Google
from a mobile now displays
relevant tweets from Twitter.
This integration adds a new real-
time element to Google search
results which is great for content
producers and brands to boost
their reach
Desktop rollout is planned for
South Africa later this year, so be prepared
The new integration will display
actual tweets, including photos
contained in them. Searchers
can also click on the tweets to
view them within Twitter.
Why? Twitter wants to get its
content seen by more people in
an effort to increase the number
of its users.
#MadMen
This is how it all comes together…
The Knowledge Graph
The EdgeRank 2015 Update
Posts that solely push people to buy a product or install an app
Click baiting: You won't believe what happened next!?
Posts that push people to enter promotions ( Like & Share ) and sweepstakes with no real context
Posts that reuse the exact same content from ads / websites
Posts that push people to leave the Facebook environment
Call to action button to replace all click baiting
The Good, The Bad & The Ugly Post
Why Should You Worry?
Improved experience for people who do not have a lot of content available to see (few friends).
They can now see multiple posts from people they interact with
This one ensures that the content that is posted by the friends that you interact with will be higher in the News Feed so that you are less likely to miss it.
Only if you INTERACT with the pages that you like will you see their content.
This one is for the interactions that your friends have with a post. Many people have complained about seeing stories about their friends liking or commenting on a post so those stories will be placed lower in the News Feed or not at all.
So this one ensures that they only see the post once
The News Feed Update
1
2
3
The gist of it is…
All PVT pages acting as Brand pages will be penalized in the following ways:
Only 10% of all “over promotional” posts will be seen by your audience.
Maximum 2 – 5 promo posts per week.
Audience can turn off all notifications from brand pages without the page ever knowing
Without a Business Manager Page, and Google Analytics, tracking and reporting will be difficult to prove
BUT you now have a call to action button!
STOP
BRAND
SPAM
Where do they go before they come
here? Where do they go after here?
What time does your audience engage
with social media?
What type of content does your
audience engage with?
Create content for real people
Figure out who your audience personas
are
Track social via Google Analytics
Track social via Facebook Business
Manager
What Does That Mean To You?
Know your audience not their demographics
Twitter updates its algorithm…
Impressions
Measures the amount
of times a tweet was
seen by any user.
This metric exposes the
reach of any Twitter
campaign.
Engagement
Measures the total
number of times a user
has interacted with a
tweet (clicking
hashtags, links,
username, retweets,
replies, favorites, etc.).
Engagement Rate
Engagement Rate is
that number
(engagement) divided
by the total number of
impressions.
Export Data
When you export from
Twitter’s analytics, even
more data is revealed:
– Clicks
– Shares
– Follows
– Promotions
Measurement Tools
Google Analytics For Social Conversions?
Google Social Analytics In Action
Charging For Social Acquisition
Total Conversions: 887
Let’s Recap…
Know your Audience
Create social content edited for your
social audience
Add contextual copy
Native Lateral Content
No duplicate titles and copy
No Click Baiting
No over promotional posts
Track social conversions via Google
analytics, Facebook Page Insights or
Business Manager
Know The Audience!
Start focusing on Native content
marketing strategies
No Click Baiting
No over promotional posts
Balance organic with paid
Package around conversions
Twitter amplifies efforts
Track social conversions via Google
analytics, Facebook Page Insights or
Business Manager
Editing & Content Production Sales & Packaging
Tools
ClickAss SEOAudience Acquisition, Retention and Amplification Specialist
“The quantity of traffic to your site matters far less than the quality of that traffic….”
For the competitive advantage over your competitors, our niche
SEO, SMO ( Social Media Optimisation ), SEM, Content Marketing
and training will keep you ahead of the curve.
www.clickass.co.za