Mythbusting Search and Social - SMX Israel 2015
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Transcript of Mythbusting Search and Social - SMX Israel 2015
MythBusting: Search and
SocialKelli Brown | Pixel/Point Press
SMX Israel 2015
The number of fans on a Facebook fan page affects search rankings
for content shared on that page.
Busted!
Correlation vs. Causation
The TruthSocial network follower numbers do not work like domain authority.
Ranking algorithms do not take follower numbers into account.
http://bit.ly/1c4Feqc
Social profiles like Facebook pages and
Twitter accounts rank well in search results.
Confirmed!
The TruthIt’s true.
Social media account profiles often rank very well for company
or organization names.It’s a good way to “own” the top 10 results for your brand name.
http://selnd.com/1F3dCwS
Social networks are their own “search
engines.”
Confirmed!
The TruthSort of. Social networks are
increasingly used for searches – FB has 1.5 billion
searches conducted every day (Google has more than 3 billion). The introduction of FB Universal
Search may boost this trend.http://bit.ly/1kwejuW
Social authority – the number of followers
for a Facebook page or Twitter account – might eventually matter for SEO.
Plausible!
http://moz.com/search-ranking-factors
Note: Correlated factors from social signals, not causation for rankings
The Truth:Search signals and ranking factors change periodically, and this could
eventually affect the SERPs.
http://bit.ly/1KEUy9j http://bit.ly/209KO2n
When a page is shared heavily in the social networks, Google
ranks the page higher in the search engine
results pages (SERPs).Busted!
The Truth:Great content ranks well in search
and is heavily shared, showing there is a correlation between
those two. But heavy sharing of posts does
not cause them to be ranked higher in the search engines.
http://bit.ly/1is4uXx
If SEO is your goal, focus your social
efforts on Google+.
Busted!
The TruthGoogle + is now treated largely the
same way as other social networks in the search engines. Google is no
longer displaying page post results as part of search cards.
http://bit.ly/1PU1qXo
Employee advocacy – when employees share a company post – will
boost ranking in search results.
Busted!
The TruthEric Enge: “Google doesn’t use Facebook as
a discovery, indexing, or ranking factor.”Google is only able to “see” social media
posts when they are posted to public profiles.
Also – social networks links are nofollow links, so they do not contribute to rank in
the same way.
http://bit.ly/1NAd3R1
Group activity and posts can display
in the search results.
Confirmed!
The TruthGoogle can and does index posts in group activity where the groups are
public.But … many groups aren’t public.
Sharing content on Twitter can cause it to
be indexed and displayed faster.
Plausible!
The Truth“We believe it’s almost certainly the
case that Google saw the initial tweet on Twitter and it caused that first visit by Googlebot to the #singersongwriter page. Given the Followerwonk Social
Authority level of 54, this was not triggered by the highest authority people that tweeted that page.”
http://bit.ly/1IJOBZv
Using URL shorteners, like
Bit.ly, harms SEO.
Busted!
The TruthAssuming the shortener used passes a 301 redirect to the page in question, there is no harm done in shortening
the URL for tracking in social analytics tools.
http://selnd.com/1pcKwls
Best Practices• Produce great content and share on social – just
not to appease Google’s algorithms.• Own your top 10 branded results by claiming your
name on social networks.• Track content performance with Google URL
Builder and shortened URLs as needed.• Encourage employees to share posts for
increased reach and industry dominance – not page rank.
• Skip scammy practices – buying fans, paying for +1s/shares/comments – as it won’t help SEO and will harm your organic following.
Thanks!
PIXEL/POINT PRESSYOUR DIGITAL MARKETING TEAM.
pixelpointpress.com