Convergence of social media and SEO

®

Convergence of Social Media & SEO Tuesday, February 1, 2011

http://www.optify.net/optify_r=whitepaper&optify_rd=February_webinar-presentation

Webinar: Convergence of Social Media & SEO

Speakers

Slide 3 Webinar: Convergence of Social Media & SEO

»  CEO and founder of SOBCon www.sobevent.com »  Author of the popular www.Successful-‐Blog.com

»  TwiJer: @lizstrauss »  LinkedIn: hJp://www.linkedin.com/in/lizstrauss

Liz Strauss


The Social WEB Complicates RELATIONSHIPS Customers now have… 1.  A world of things to buy and

a world of compeSSve offers. 2.  OpportuniSes to buy online,

offline, via mainstream media, email, direct mail, telephone, and social sites and commerce.

3.  networks and channels to review and discuss what they buy with thousands of online friends.


A Loyal Customer Can’t Be replaced

»  Lost revenue »  Opportunity Cost »  Costs of new

customer acquisiSon (new customers can’t replace lost, loyal customers)

»  NegaSve word of mouth (1 deserter tells 3 friends)

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\

Avg Order $ x Avg Number of Annual Orders x Yrs. CustomerLife

Thousands per Lost Customer


One Lost Customer Cost

Solution is the New location Search is only half of the Equation

Finds solutions

FINDABILITY IS THE NEW Black


Website: Showroom / Catalogue / Presentation

Does your Website work for People? Is it easier, Faster, More meaningful?


To Build Relationships That Website needs a blog.

Blog: meeting Room / coffee Shop / Conversation


Can You Find people And resources of value? share experIse

Know what You Don’t know Slide 10 Webinar: Convergence of Social Media & SEO

Twitter: The World’s Largest Event

Keep up with customers online and off participate


Poll


»  Co-‐Founder and VP of Products of OpSfy »  TwiJer: @ebarak »  LinkedIn: hJp://www.linkedin.com/in/erezbarak

Erez Barak


QuesIon #1: Where do people spend their Ime?


QuesIon #1: Where do people spend their Ime?

Search and Social Media


Via: hJp://www.markeSngsherpa.com/1news/chartofweek-‐01-‐25-‐11-‐lp.htm

»  OverSme Trends – “HMU”

MaJ CuJs Confirms that Google Uses Facebook and TwiJer Links for ranking Dec. 21, 2010

Bing Expands Use Of Facebook ‘Likes’ In Search Results Dec 15, 2010

»  Real Time Trends -‐ “fleet foxes”

QuesIon #2: Are Search and Social Connected?

FLE Webinar: Convergence of Social Media & SEO

Images from: Facebook Blog hJp://blog.facebook.com/ and Google Trends hJp://www.google.com/trends

»  OverSme Trends – “HMU”

MaJ CuJs Confirms that Google Uses Facebook and TwiJer Links for ranking Dec. 21, 2010

Bing Expands Use Of Facebook ‘Likes’ In Search Results Dec 15, 2010

»  Real Time Trends -‐ “fleet foxes”

QuesIon #2: Are Search and Social Connected?


QuesIon #3: Does Facebook MaSer?

Not all URLs are created equal

CorrelaSon between rank and likes

Does rank drive likes? or Do Likes drive rank?

Search Rank

Facebook Likes


QuesIon #4: Is it only about social?

»  Engines are constantly changing

»  New metrics are constantly changing search landscape

»  Need to opSmize to align with new metrics

Search Rank

Page Load Time


QuesIon #5: What do I need to track in Real Time ?

»  SEO Indicators »  Keyword Ranks »  Page Scores »  Link OpportuniSes


http://www.optify.net/b2b-marketing/keyword-marketing/optify_r=whitepaper&optify_rd=February_webinar-presentation

http://www.optify.net/b2b-marketing/website-optimization/optify_r=whitepaper&optify_rd=February_webinar-presentation

»  Social Indicators »  Likes, Shares, Comments »  Re-‐tweets and Followers »  Social Influence

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http://www.optify.net/b2b-marketing/marketing-analytics/optify_r=whitepaper&optify_rd=February_webinar-presentation

http://www.optify.net/b2b-marketing/twitter-for-business/optify_r=whitepaper&optify_rd=February_webinar-presentation

»  Business Indicators »  Pageviews »  Visitors »  Conversion »  Revenue

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http://www.optify.net/b2b-marketing/visitor-tracking/optify_r=whitepaper&optify_rd=February_webinar-presentation

http://www.optify.net/b2b-marketing/salesforce-integration/optify_r=whitepaper&optify_rd=February_webinar-presentation

Rand Fishkin

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»  Founder and CEO of SEOmoz »  Co-‐authored the Art of SEO »  TwiJer: @randfish »  LinkedIn: hJp://www.linkedin.com/in/randfishkin

»  Everything I Share: hJp://trunk.ly/randfish


TwiSer & Facebook Impact Rankings at Google & Bing

Via: hJp://searchengineland.com/what-‐social-‐signals-‐do-‐google-‐bing-‐really-‐count-‐55389

If (a document) is retweeted or referenced much in Twitter, do you count that as a signal outside of finding any non-nofollowed links that may naturally result from it? “We do look at the social authority of a user. We look at how many people you follow, how many follow you, and this can add a little weight to a listing in regular search results…” “Yes, we do use it as a signal. It is used as a signal in our organic and news rankings…”


“Author Authority” is Calculated by Google & Bing


“Author Authority” is Calculated by Google & Bing

Number of Followers / Following; RaSo; Who’s Following? Who are They Following?

Verified Account? Real Name? Real LocaSon? Trust in Website URL?

Do they tweet quality stuff? Do other good accounts retweet them? Do they ever tweet spam?


An SEOmoz Test on How Tweets Affect Rankings (Dec. 2010)

Via: hJp://www.seomoz.org/blog/how-‐do-‐tweets-‐influence-‐search-‐rankings-‐an-‐experiment-‐for-‐a-‐cause

Page A “FighIng Hunger” 36 Linking Root Domains 620 External, Followed Links 5.22 mozRank 0 tweets

Page B “Ending Hunger” 1Linking Root Domains 1 External, Followed Links 1.25 mozRank 521 tweets (via tweetmeme)


An SEOmoz Test on How Tweets Affect Rankings Results (Jan. 2010)

Via: hJp://www.seomoz.org/blog/how-‐do-‐tweets-‐influence-‐search-‐rankings-‐an-‐experiment-‐for-‐a-‐cause

Page B (the tweeted page)

Ranks!


Facebook Sharing: Public vs. Private Sharing and Impact on Google

Google can only “see” things everyone can

see.


SEO & Social Strategies: Content MarkeIng w/ Facebook

»  Company Page

»  Promoted on Website

»  Shares Content

»  Tracks Impressions

»  Uses RSS feed from

Blog

»  Community Manager

Interacts w/ Users


SEO & Social Strategies: Facebook Data via Export.ly

Video content has highest engagement for us


SEO & Social Strategies: Make it Easy to Share Content

Via: hJp://blog.okcupid.com/index.php/dont-‐be-‐ugly-‐by-‐accident/


SEO & Social Strategies: Create Content Users Want to Share

Via: hJp://www.seomoz.org/blog/a-‐visual-‐tour-‐through-‐the-‐basics-‐of-‐social-‐media-‐markeSng


SEO & Social Strategies: Facebook & TwiSer Aren’t Enough

Via: hJp://www.seomoz.org/blog/social-‐media-‐markeSng-‐facebook-‐twiJer-‐arent-‐enough


710 2nd Avenue Suite 840 SeaJle, WA 98104 t: 1.877.2.OPTIFY f: 1.206.787.1410 www.opSfy.net

Slide 39

Visit hJp://www.opSfy.net/blog for recap, Q&A, recording and presentaSon




Convergence of social media and SEO

Technology

Transcript of Convergence of social media and SEO