the coming together of search & social

THE COMING TOGETHER OF SEARCH

& SOCIAL

Presented byStacy Williams

Digital AtlantaOctober 10, 2012

@StacyWms #DigATL @ProminentPlcmnt

www.ProminentPlacement.com

© Copyright 2012 Prominent Placement, Inc. All rights reserved.

WHO AM I?

CEO of Prominent Placement, Inc. (PPI) President of SEMPO Atlanta SEO since 1998 Marketing >20 years Degrees in Business/Marketing and

Communications Management

PPI is a full-service search engine marketing agency

Nearing our 12th anniversary


@ProminentPlcmnt @StacyWms #DigATL www.ProminentPlacement.com

AGENDA

Social Media can positively impact SEO Content Links Social Signals (Votes) Search Queries & Keywords

Search Marketing can influence Social Media Pay-Per-Click Keyword Research & Content Social Media Sites Acting Like Search Engines

Tactics you can take back to your desk Additional Resources

@ProminentPlcmnt @StacyWms www.ProminentPlacement.com


CONTENT – FOR ALL SEARCHERS



CONTENT – FOR YOUR FRIENDS

Search, plus Your World



CONTENT – FOR YOUR FRIENDS



CONTENT – RICH SNIPPETS

Take up more room in the SERPs

Catch your eye Differentiate you & lend

credibility

SEOBodybuilder’s CTR increased 38% with “rel=Author”


See all the possibilities: http://sem4.me/dars


CONTENT - FRESHNESS

Step 1: Breaking News – search volume for a particular query suddenly and drastically increases.

Step 2: Google turns on the “QDF” factor in its algorithm for that query.

Step 3: New, fresh content (even without links) can outrank older, authoritative content.

Source: http://searchnewscentral.com/2010102776/Technical/query-deserves-freshness-and-other-temporal-tales.html @ProminentPlcmnt @StacyWms

www.ProminentPlacement.com© Copyright 2012 Prominent Placement, Inc. All rights

reserved.

This book review outranked The Golf Channel’s

site!

http://searchnewscentral.com/2010102776/Technical/query-deserves-freshness-and-other-temporal-tales.html



CONTENT – LOCAL/MAPS



CONTENT – REPUTATION MANAGEMENT



The only non-negative listings on

the first page of Google

DOMINATE THE SERPS!



SUMMARY: HOW SOCIAL MEDIA CONTENT IMPACTS SEO

More web pages (profiles/posts) to take up room in the SERPs for all searchers.

Even more web pages (profiles/posts) to take up room in the SERPs for your friends & contacts.

Rich snippets take up room, draw the eye, differentiate your listing.

Fresh content can outrank old content for hot topics.

Google+ is feeding Google Maps in SERPs. Protect your reputation by controlling all the

highly-ranked content for your name.@ProminentPlcmnt @StacyWms www.ProminentPlacement.com


LINKS: BOOST MAIN SITE’S RANKINGS

Direct links Content must be

public “dofollow” vs.

“nofollow” links Can lead to more

links indirectly

Image source: Reload Media



BUILD INDIRECT LINKS



SUMMARY: HOW SOCIAL MEDIA LINKS IMPACT SEO

Directly, through links on social media profiles and posts to main site.

Indirectly, by building awareness and generating more links on other sites.

Speeding up indexing of new content.



SOCIAL SIGNALS (VOTES)

1998 2012




Google+ followers, +1s, Facebook shares & likes, tweets & retweets can impact rankings

Source: http://www.tastyplacement.com/infographic-testing-social-media-signals-in-search

© Copyright 2012 Prominent

Placement, Inc. All rights reserved.@ProminentPlcmnt @StacyWms


http://www.tastyplacement.com/infographic-testing-social-media-signals-in-search




More studies: Facebook Shares seem to be the holy grail

Source: http://www.seomoz.org/blog/facebook-twitters-influence-google-search-rankings @ProminentPlcmnt @StacyWms


Source: http://blog.searchmetrics.com/us/2012/06/07/us-and-uk-seo-ranking-factors-2012/


http://www.seomoz.org/blog/facebook-twitters-influence-google-search-rankings



http://blog.searchmetrics.com/us/2012/06/07/us-and-uk-seo-ranking-factors-2012/



MARKETERS BELIEVE GOOGLE+ WILL BECOME “MASSIVELY INFLUENTIAL”



http://www.marketingpilgrim.com/wp-content/uploads/2012/09/Online-Marketing-Trends.gif

THAT SAID…

Links Social Signals

>Per Matt Cutts of Google, July ‘12



SUMMARY: HOW SOCIAL SIGNALS IMPACT SEO

Part of the ranking algorithm. Still not as important as links. Google+ and Facebook Shares especially

impact Google rankings.




SEARCH QUERIES “Gangnam Style”

launched on YouTube 7/15/12

360 million views, 3.4 million likes




SOCIAL DRIVES…

Awareness of problems, solutions…brands Searches for problems, solutions…brands




KEYWORD RESEARCH

Listen! Free social media listening/monitoring tools:

http://sem4.me/dalm

Keywords may be different on different social media platforms and as compared to search engines. Guide to keyword research for social media site

usage: http://sem4.me/dakr


http://sem4.me/dalm

http://sem4.me/dalm

http://sem4.me/dakr

http://sem4.me/dakr


SUMMARY: HOW SOCIAL IMPACTS SEARCH QUERIES & KEYWORDS

Increased searches for topics and brands that are frequently shared.

Keyword research through what’s being discussed in social media.

You may want to target different keywords on different social media platforms.




AGENDA

Social Media can positively impact SEO Content Links Social Signals (Votes) Search Queries & Keywords

Search Marketing can influence Social Media Pay-Per-Click Keyword Research & Content Social Media Sites Acting Like Search Engines

Tactics you can take back to your desk Additional Resources




PAY-PER-CLICK ON SOCIAL MEDIA SITES

Interests Education Connections Age & Birthday Location




FACEBOOK PPC CAN BE HIGHLY EFFECTIVE

Google AdWords

Facebook

0%5%

10%15%20%25%30%35%40%45%50%

Conversion Rate of Online Form Submission to Qualified Loan



TWITTER




SEM KEYWORD RESEARCH CAN DRIVE SOCIAL MEDIA CONTENT



SOCIAL MEDIA SITES ARE INCREASINGLY ACTING LIKE SEARCH ENGINES #hashtags ARE keywords




FACEBOOK SEARCH


Article musing on how to rank high in

Facebook search: http://sem4.me/dafs


Image source: http://www.businessweek.com/articles/2012-03-28/facebook-delves-deeper-into-search

Source: http://techcrunch.com/2012/09/11/zuckerberg-we-have-a-team-working-on-search/



http://www.businessweek.com/articles/2012-03-28/facebook-delves-deeper-into-search

http://www.businessweek.com/articles/2012-03-28/facebook-delves-deeper-into-search

http://techcrunch.com/2012/09/11/zuckerberg-we-have-a-team-working-on-search/

http://techcrunch.com/2012/09/11/zuckerberg-we-have-a-team-working-on-search/

Google YouTube Twitter Facebook Bing Yahoo LinkedIn -

500,000,000

1,000,000,000

1,500,000,000

2,000,000,000

2,500,000,000

3,000,000,000

Searches/Day (Estimated)

HOW MANY SEARCHES ARE THERE ON EACH SITE?

Take this data with a huge grain of salt! (Don’t tweet it)

It’s pulled from various sources, including Comscore, TechCrunch, StatisticBrain, Search Engine Land & Search Engine Watch.

The YouTube figure is estimated based on the oft-cited “second largest search engine after Google” – data about the actual number of searches has not been

published.

SE

SE

SE

SM S

MSM

SM



THE WISDOM OF CROWDS VS. THE WISDOM OF FRIENDS

Photo by Brynn Evans/Flickr/CC



http://www.flickr.com/photos/bmevans/4432897287/

SUMMARY: HOW SEARCH MARKETING IMPACTS SOCIAL MEDIA

Pay-per-click advertising on social media sites is a complement to PPC on search engines PPC on search engines: target by

intent/need/keyword PPC on social media: target by

demographics/interest Keyword research for search marketing can

drive content created on social media and make it more findable on search engines

More people are searching on social media sites #hashtags are keywords Who will win the war to be the platform on which

we search data from the web and our friends?@ProminentPlcmnt @StacyWms www.ProminentPlacement.com



TACTICS YOU CAN TAKE BACK TO YOUR DESK & IMPLEMENT THIS AFTERNOON

Know which keywords you should be targeting. Build out profiles on major social media

platforms. Share fresh, unique content on the sites most

likely to impact your rankings (Google+, Facebook) & add “share” buttons to it.

Work targeted keywords into social media profiles and posts.

Work links pointing to website into social media profiles and posts (with keywords in anchor text where appropriate).

Implement rich snippets (including rel=author) where appropriate.



TACTICS YOU CAN TAKE BACK TO YOUR DESK & IMPLEMENT THIS AFTERNOON

Flesh out both your Google+ and Google Places profiles for visibility in Google Maps results.

Promote the URLs for new content on Google+ for faster indexing.

Watch traffic from branded search queries rise. Test PPC on social media sites. Writer’s block? Look to top keywords for content

ideas. Use search & social together synergistically –

you need both! Continue to watch this space for more changes.



GOOD ARTICLES ON HOW TO OPTIMIZE THESE SOCIAL MEDIA SITES (FOR SEARCH ENGINES)

http://sem4.me/dabl http://sem4.me/dafb http://sem4.me/datw http://sem4.me/dali http://

sem4.me/dagp http://sem4.me/dayt http://sem4.me/dapi http://sem4.me/datb

And, again… More about Rich

Snippets: http://sem4.me/dars

Social media listening/ monitoring tools: http://sem4.me/dalm

Keyword research for each social media platform: http://sem4.me/dakr

How to rank high in Facebook search (maybe): http://sem4.me/dafs



http://sem4.me/dafb

http://sem4.me/dafb

http://sem4.me/dafb

http://sem4.me/dafb

http://sem4.me/datw

http://sem4.me/datw

http://sem4.me/dali

http://sem4.me/dali

http://sem4.me/dagp

http://sem4.me/dagp

http://sem4.me/dayt

http://sem4.me/dayt

http://sem4.me/dapi

http://sem4.me/dapi

http://sem4.me/datb

http://sem4.me/datb

http://sem4.me/dars

http://sem4.me/dalm

http://sem4.me/dalm

http://sem4.me/dakr

http://sem4.me/dakr

http://sem4.me/dafs

http://sem4.me/dafs

WANT MORE?

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“Like” us on Facebook: www.facebook.com/ProminentPlacement

Follow us on Twitter: @ProminentPlcmnt or @StacyWms

Follow us on LinkedIn: www.linkedin.com/company/prominent-placement-inc.

View other presentation on Slideshare: www.slideshare.net/stacywms

@StacyWms #DigATL @ProminentPlcmnt


http://www.linkedin.com/company/prominent-placement-inc

http://www.slideshare.net/stacywms


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