social indexing and ranking, by eric enge at smx advanced seattle 5/30/2013
DESCRIPTION
See the presentation that Matt Cutts debated in his SMX Advanced keynote! Impact of Google+ and Facebook on SEO. Eric is following up with Matt on the conclusions.TRANSCRIPT
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Social Indexing and Ranking
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@stonetemple / + Eric Enge
First Off... Who Am I?
Co-author: The Art of SEO CEO: Stone Temple Consulting
SEO Social Media Content Marketing
Twitter: @stonetemple Google +:
+Eric Enge +Stone Temple Consulting
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@stonetemple / + Eric Enge
Study Goals
1. See what methods Google uses to discover new content
2. See what “non-SEO” factors influence ranking
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@stonetemple / + Eric Enge
Factors Tested
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Participating Sites
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@stonetemple / + Eric Enge
Methodology
• 14 articles created for each site• Posted on each site• Pages fully isolated – no links• One signal generated per page• No other signals generated
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Signals Generated in Isolation
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@stonetemple / + Eric Enge
Page Performance Tracked Over Time
• Searchmetrics used for tracking in many cases• Log files checked to see what pages were
accessed• Backlinks checked as well (WMT, Majestic, OSE)• Corruptions did take place– Some pages got links– Some had Chrome visits– Corrupted pages excluded from the results
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Google Plus Signals
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Google Plus +1 Ranking Data Samples
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@stonetemple / + Eric Enge
Additional Google Plus Observation
• Even the presence of this code:– <script type="text/javascript"
src="http://apis.google.com/js/plusone.js"></script>
• Or use of the Google+ API: – https://developers.google.com/+/api/
• may drive indexing!
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Facebook Like Signals
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Facebook Like Ranking Chart
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Google Chrome Signal Generation
No Searchmetrics Monitoring.
No Indexing Behavior at all.
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Google Analytics Signal Generation
No Indexing Behavior at all.
No Searchmetrics Monitoring.
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Many Facebook signals at two specific dates.
Searchmetrics Study Results
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Rankings increased after first wave of Facebook signals
Searchmetrics Study Results
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Searchmetrics Study
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Searchmetrics Study
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Searchmetrics Study
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Ranking Does Appear to Erode Over Time
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Query Deserves Freshness?
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@stonetemple / + Eric Enge
Summary
• Google+ drives Google indexing and ranking within 4 or 5 days
• Facebook drives Google indexing and ranking within 7 to 8 days
• Links often take longer!• Bing did not show indexing and ranking
behavior• Keywords were 3 words or longer in length• Did not appear to drive “Head term” rankings
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@stonetemple / + Eric Enge
Usage
• Definitely powerful way to create visibility for content
• Definitely has rankings impact– Especially long tail and chunky middle terms
• Shows some time of decay over time• As an isolated signal, not “powerful enough”• BUT, a powerful supplement to a traditional
SEO strategy
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@stonetemple / + Eric Enge
Thank You!
• [email protected]• @stonetemple• +Eric Enge• +Stone Temple Consulting• (508) 485-7751• www.stonetemple.com