today's seo tomorrow: social search & beyond - pubcon sfima summit 2014
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What's in store for search and how does social play a role? Check out my presentation from the Pubcon SFIMA Summit 2014.TRANSCRIPT
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www.BruceClay.com
Tomorrow's SEO Today - Social Search and Beyond
Presented by:Mindy Weinstein
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www.BruceClay.com
SEO Manager at Bruce Clay, Inc.Trainer of SEOToolSet coursesPublished authorFormer business professorMarketing for 10 years and SEO for 6+Connect with me!
@mindydweinstein www.linkedin.com/pub/mindy-weinstein/6/289/121/ plus.google.com/+MindyWeinstein/
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www.BruceClay.com
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www.BruceClay.com
SEO—it’sSEO—it’s about succeeding about succeeding today and being ready for today and being ready for
tomorrow.tomorrow.
“…the bold survive.” – Ferris Bueller“…the bold survive.” – Ferris Bueller
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www.BruceClay.com
Survival Tip #1: Recognize the Survival Tip #1: Recognize the impact of personalized search.impact of personalized search.
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www.BruceClay.com
bit.ly/1gCmbp3
“The aggregate results of every search ever entered, every result ever tendered, and every path taken as a result.”
“a massive database of desires, needs, wants, and likes that can be discovered, subpoenaed, archived, tracked, and exploited to all sorts of ends.”
“a massive database of desires, needs, wants, and likes that can be discovered, subpoenaed, archived, tracked, and exploited to all sorts of ends.”
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www.BruceClay.com
Personalization is not new
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www.BruceClay.com
Keyword research is the secret to dealing with personalizationPersonas: you might need a market research companySurveys can take out the mystery tooWhat to use: Seotools.com/ksp-tool, Survey Monkey
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www.BruceClay.com
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www.BruceClay.com
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www.BruceClay.com
Survival Tip #2: Know how Survival Tip #2: Know how social signals impact rankings.social signals impact rankings.
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www.BruceClay.com
The new era of search is and will be driven by socialConsumers are seeking signs of credibility and trustworthinessSocial expands your reach and visibilityComments, shares, likes and votes are important
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www.BruceClay.com
What happens as a What happens as a resultresult of of social shares is what matters.social shares is what matters.
Article: Social Signals and SEO bit.ly/1is4uXx
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www.BruceClay.com
Questions to ask yourself:Are pages socially popular (links, likes and +1's)? What to use: Feedthebot.comDoes the site get mentioned (nofollow/buzz) often? What to use: MajesticSEODoes the site use a social plugin that can be tracked in Google Analytics? What to use: ShareThis & AddThis plugins
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www.BruceClay.com
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www.BruceClay.com
Which social network is appropriate for your business?
Twitter: Build awareness through fast feedbackFacebook: Local and national brandsLinkedIn: Consultants, personal brands and B2B reachGoogle+: Conversationalists plus max SEO benefitsInstagram: Public diaristsPinterest: Visual candy collectors
What to read: Social Media for Business: Which Social Networks Should Your Brand Invest In? bit.ly/1luRjXD
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www.BruceClay.com
Survival Tip #3: Publish the Survival Tip #3: Publish the right content.right content.
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www.BruceClay.com
Create content that your customers care aboutPush content to social networks—don’t work in a vacuumFrequency: What are your competitors doing? What do your customers expect?Content fuels social searchWhat to use: Addictomatic.com
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www.BruceClay.com
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www.BruceClay.com
Use the right words to encourage sharesTwitter: “free,” “use,” “check out,” “retweet,” & “blog”Facebook: “when,” “post,” “where,” “tell us,” & “deals”LinkedIn: “created,” “researched,” “won,” “developed” and “under budget”Google+: “share,” “create,” “promote,” “increase,” & “discover”
What to read: The Surprising Words That Get Content Shared on Social Media bit.ly/1rmi1Dv
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www.BruceClay.com
Consider sponsored posts:
What to read: The Complete Guide to Growing Your Organic Facebook Reach bit.ly/1h6LMqv
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www.BruceClay.com
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www.BruceClay.com
Wait a few weeks and then measureWhat to use: Google Analytics, MajesticSEO, Feedthebot.com/tools/social/
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www.BruceClay.com
1. Recognize the impact of personalized search.2. Know how social signals impact rankings.3. Publish the right content.4. “Stop and look around once in a while”…
otherwise you might miss what’s changing!
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www.BruceClay.com
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www.BruceClay.com
@mindydweinstein www.linkedin.com/pub/mindy-weinstein/6/289/121/
plus.google.com/+MindyWeinstein/