influencing search with social signals: rob garner at pubcon las vegas 2013

1© Advice Interactive Group, 2013. All rights reserved.

Influencing Search with Social SignalsRob Garner, Chief Strategy Officer, Advice Interactive Group

October 23, 2013


Introduction

• Longtime member of WebmasterWorld, and speaker at Pubcon

• VP of SEMPO International• Founder and past president of the Dallas/Ft

Worth Search Engine Marketing Association• Chief Strategy Officer at Advice Interactive• Working in online marketing for 18 years• Focus on digital marketing strategy, paid

media, SEO, social, content, web development strategy

• Previously worked for Omnicom, iTraffic, Agency.com, iCrossing, Hearst


SEARCH & SOCIAL– The Definitive Guide to Real-Time Content Marketing

• Covers interdependent search and social concepts

• Social signals on search• Interview with Brett Tabke

and many others• 406 pages• Stop by the Advice

Interactive / Local Site Submit booth to get one of 75 free copies

4© Advice Interactive Group, 2013. All rights reserved. © Advice Interactive Group, 2013. All rights reserved.

Today

01 Why Are Social Signals Crucial to Search?02 Social Engagement and Search Visibility03 Our Approach to Successful Search and Social Publishers04 Social Signals in Google+


01 Why Are Social Signals Crucial to Search?

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Shift in Linking Measurement: Social impact on SEO

• Links are the cornerstones of natural search algorithms, and now social is a cornerstone as well

• But influence of links has shifted greatly from webmasters and technical influencers, to the average Internet user

• As a result, the social graph has taken a massive bite out of the link graph

• Examples of this include:– Tweeting (not a direct link)– Publishing via blog CMS such as WordPress or

Blogger– Rating, commenting, posting– +1s, Likes, various types of shares– Bookmarking– Etc.


The Share Graph: A New Kind of Social Link Graph

• Search engine view of sharing activities across the social graph takes into consideration:– Authority of the network sharer– Theme of the user, or related concepts of the network sharer– Depth of the network sharer’s network, and the authority of those in the network– Trustworthiness of the network sharer (in relation to the likelihood that they

produce spam or low-quality content– Velocity of keyword usage across a network, and the spreading of that keyword or

phrase over time though shared networks– Velocity of link being shared, over time, based on time frequency, volume, and

level that it cascades though various networks

• The link graph is to the web graph, as the share graph is to the social graph


Social Signals Reveal High Velocity Content and Interests

• Keyword Search Velocity: – Google trends the rise and fall of keyword usage over time

• Sharing:– Google+ is tracking the speed of traffic by time-stamping every click

• This helps determine “QDF” factors and rank sites accordingly



• Keyword Search Velocity: – Google trends the rise and fall of keyword usage over time

• Sharing:– Google+ is tracking the speed of traffic by time-stamping every click

• This helps determine “QDF” factors and rank sites accordingly


Natural Language Signals Connect Social and Search

• Language is a living concept• Keywords are connections to people• Language reflects the words, voice, tone, and tastes of audience• Used to find and connect with your audience through content and

conversation• Enables the spirit of your audience into brand of business conversation• Search engines have historically been the best at mining and processing

natural language



02 Social Engagement and Search Visibility

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12© Advice Interactive Group, 2013. All rights reserved. 12© Advice Interactive Group, 2013. All rights reserved.

Building up your social networks is a SEO tactic


Engagement is both a strategy and a tactic


Social Interaction is a new form of publishing


03 Characteristics of Successful Search and Social Publishers

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Think like a search engine when engaging in social

They live in the language and sharing trends of their audience

They publish fluidly and quickly

They have broad and/or relevant networks in which to disseminate their content

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They publish a lot, and they don’t expect every publishing attempt to be a home run.


03 Social Signals in Google+



Social Signals and Synergies


Key social signals in Bing and Google


Google Glass: The Social Impact on Search


• Delight• Curiosity• Fear• Uncertainty• Bewilderment• Overwhelming excitement• Shock• Awe

Common Reactions


High-Level Impact of Glass

• Google Glass and similar type hardware is the “new screen,” in addition to the iPad, mobile, desktop, etc.

• Marketers will have to optimize for Google Now – meaning context and proximity, among many other new factors

• Get your local house in order• Start determining your company’s

unique value proposition for Glass• Create your app• Glass is bigger than just email and pics

– it represents the coming digitalization of the physical world, with search and social at the core


Thank You!

Rob GarnerChief Strategy OfficerAdvice Interactive Group(O) [email protected]

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