How to Use the Most Important
Convergence of Search and Social
JD Rucker
Director of New Media
Social Signals
Today’s Questions
• What is the Conspiracy Theory? • What are Social Signals? • Why (and How) Do They Work? • Why Aren’t You Successful (yet)? • What Content is Worth Sharing? • What Are Power Accounts? • What Can You Do TODAY?
Red Penguin
Conspiracy
Theory
We’re actually working with two major algorithm changes and Penguin
is the front-facing component.
Immediate Impact: May
What Are Social Signals?
• Top Level • Google+ Shares (Google Only) • Facebook Shares (Bing Heavy) • Twitter (Works for Both Equally)
• Second Level • Pinterest and Instagram • LinkedIn
• Third Level • Tumblr (Not the Blog Links) • Delicious, Reddit, StumbleUpon
Why/How They Work
• For the Page • 30%-35% Content • 30%-35% Links • 30%-35% Social
• Social = Search • Google’s and Bing’s
love for crowdsourcing • Trust factor without
the gaming • Verifiable authority
Why/How They Work
• For the Domain • Page Authority
transferred through links
• Domain Authority permeates throughout
• Consistent flow is better than bursts, but…
Your Challenge
• Buttons Are Not Social Media • Real people don’t share inventory • Real people don’t share specials • Real people don’t share testimonials
Give real people real content worth sharing.
Content Worth Sharing
• It doesn’t have to be in the menu. In fact, it often shouldn’t be.
• What content would YOU share? • Great pictures of cars • Great pictures of your city • Local events and organizations • Infographics
The Reality of Power
• Not all accounts are created equal.
• Sharable doesn’t mean that it’ll be shared.
• “Fake it ‘til you make it.”
Building Power
• Employees have power.
• Friends and family have power.
• Use events to bring the power to the store.
Final Words
• “There’s a perception that everything will
go social and links will be obsolete but I
wouldn’t write the epitaph for links just yet.”
~ Matt Cutts, Google
• Do NOT ignore this thinking that your
competitors won’t do it.
• Think quality over quantity when creating
content.
• Get HELP! (the heartfelt pitch for DU)
