[new data] does social sharing impact organic ranking & cost per click?
TRANSCRIPT
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Does Social Sharing Impact Organic Rankings
& Cost Per Click ?
Featuring: Larry Kim & Steve Rayson
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Data Insights To Create Better Content
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What do recent studies say about social sharing, CTRs and rankings?
Are there correlations between social sharing, organic rankings, views and CTRs?
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Brian Deane lists 205 different ranking factors:• Some proven• Some speculation
They include factors such as:• Social shares• Dwell time• Click through rates
http://backlinko.com/google-ranking-factors
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Searchmetrics 2015 study:Ranking Correlations:
CTR
Google +
Links
Time on site
0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8
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Moz 2015: Social Shares Ranking Correlations
Facebook Total
Google +
Facebook Shares
Facebook Likes
Facebook Comments
Twitter Shares
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tylervigen.com/spurious-correlations
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Correlation not Causation
“Sites that tend to get high social engagement also tend to be sites that are so good that they also attract many other signals (such as links) that do actually contribute to search ranking.”
Matt Cutts
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Social Sharing & Traffic“Social media accounts for 30% of the overall visits to web sites, which is higher than visits due to organic search results from search engines.”
https://hal.inria.fr/hal-01281190/document
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Is there a relationship between social sharing and
factors such as dwell time and click through rates?
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Looked at dataset 2.8 million shares and 9.6 million actual clicks to 59,088 unique url resources.
News sites: BBC, Fox, NY Times, Huffington Post and CNN.
https://hal.inria.fr/hal-01281190/document
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Social Click Through Rates
“59% of the shared URLs are never clicked.” “90% of all clicks are distributed among URLs
shared 9 times and more.”
“People are more willing to share an article than read it.”
https://hal.inria.fr/hal-01281190/document
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The article was shared 45,000+ times with tons of comments on social media.
Many rants about people commenting on articles without reading them.
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The less time we spend reading an article the more likely we are to share it.
Source: Chartbeat
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Dwell Time: Relationship With Social Shares
Chartbeat looked at behavior across 2 billion visits and found:
• Most people read 50% of an article, scroll depth higher if contains photos.
• 55% spent fewer than 15 seconds actively on a page. • 5% of readers don’t scroll at all, they just leave the page
without interacting. • Little correlation between Twitter shares and amount of
article consumed.
Source: Tony Haile, CEO of Chartbeat
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Outbrain Study of CTRs (200 Publishers)
Similar to rankings: positive correlation but not causation.
http://www.outbrain.com/wp-content/uploads/2016/04/eyes-social-engagement-16.pdf
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BuzzSumo Moz Study: Correlation Shares & Links
• Total shares : Referring Domain Links 0.021• Total shares : Sub-domain Links 0.020• Total shares : External Links 0.011
https://moz.com/blog/content-shares-and-links-insights-from-analyzing-1-million-articles
Sample 1m random posts
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BuzzSumo Moz Study: Correlation Shares & Links
Highly shared posts had a higher correlation of shares and links.
https://moz.com/blog/content-shares-and-links-insights-from-analyzing-1-million-articles
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“The pattern of clicks created from social media clearly favors a blockbuster model.”
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100k Random Posts
50% articles had less than 8 shares
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Distribution of B2B Content Shares (100 top Marketing/Technology sites)
Only 4% (4,500 of 114,000 posts) got more than 3,000 shares.
Likely to achieve much higher links and clicks.
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Summary of the Research
No correlation between shares and reading or dwell time. But we do see positive correlations for:• Shares - Traffic• Shares – Rankings• Shares – CTRs
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Summary of the Research
We see much higher correlations for blockbuster content. They are unicorns that win on everything eg shares, CTRs, views and links. We can observe some common content elements for these unicorns.(We will look at these later)
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What are common elements of blockbuster posts?
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Common Elements
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List Posts
30% of all B2B posts with more than 3,000 shares were list posts.List posts beginning with 10 averaged 6,398 shares List posts beginning with 5 averaged 5,214 shares.
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‘How To’ Posts
15% of posts with more than 3,000 shares were “how”, “how to” or “ways to”
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Have You Witnessed
This Phenomenon
Before?
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Exhibit 1: “catchy email subject lines”
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Top Organic Listing!!
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Nearly a Half-Million Visits from Organic
Traffic!
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Blog post has 1352 shares!
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Exhibit 2: “best free survey sites”
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Top Organic Listings!!
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Nearly a Quarter Million Visits from Organic
Traffic!
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Blog post gets 1189 shares!
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Exhibit 3: “develop presentation skills”
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Top Organic Listings!!
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Nearly a 100k Visits from Organic Traffic!
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Blog post gets 956 shares!
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3 Random Facts About Larry
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1. Obsessed About Quality Score
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2. Originally From Winnipeg
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Live in Harvard Square Cambridge, MA
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WordStream’s Headquarters
2008
2016
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3. Have a 2-year old Kid (#ppckid)
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Organic Ranking vs. Social Shares: What We Know
• Social Shares ~ Traffic• Shares ~ Organic Rankings• Shares ~ CTR
(a) What’s causing correlations(b) Why aren’t they stronger?
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Google: “No”.
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What’s the Difference?
Social Shares
Social Engagement
Ratesvs.
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Social Engagement Rates
= (Total Unique People Who Engaged With Your Post) / (Total
Unique People Who Saw Your Post)
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Social Shares Don’tEqual Engagement Rates
Greater Paid/Organic Social Promotion = More Shares!
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Larry’s Idea: Compare Social
Engagement Rates vs. Organic CTRs
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Download Facebook Post Engagement Data from FB Insights
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Download Query Data From Google Search Console
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Relative Organic CTR vs. Facebook Post Engagement Rate
Higher Post Engagement = Higher Organic CTR!
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Summary: Two Key Findings
Organic CTR vs. Social Engagement Rates
1. Same emotions that make people share things cause high search CTR
2. Partially true for headlines with unusually high CTRS
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Above Average Organic CTR = Better Rankings
+/- 3% Increase inPost Engagement
+/- 1 Spot in Organic Position
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The Old Theory
High Social Shares = High Organic Rankings
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The New Theory
High Social Shares = High Social Engagement Rates = Above Average Organic CTRs =
High Organic Rankings
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7.4% Engagement Rate When Shared on
FB!
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8.5% Engagement Rate when
Shared on FB
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7.1% Engagement Rate When
Shared on FB
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What Does all it Mean?
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Click Through Rate Matters (a Great Deal!)
Unicorn CTR = Lots of Social Shares =
Great Organic Rankings … AND …
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Higher CTRs = Higher Conversion Rates
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Higher CTRs = Higher Quality Scores
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Higher Quality Scores = Higher Impression Share!
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Social Media: More Shares!Organic Search: Better Rankings!Paid Search/Social: +Impressions, -CPC, +Conversion Rates
Virtuous Cycle of Unicorn CTRs:
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Larry Knows Too Much...
Soon They Will All Know the Truth
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3 Unicorn CTR Hacks
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Unicorn CTR Hack #1: Audition More Headlines
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The Top 9 Emotions That Make People Click Like Crazy:
• Laughter• Amusement• Curiosity• Awe• Anger
• Fear• Joy• Empathy• Sadness
Step 1: Leverage These Emotional Triggers
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The Bearerof Bad News
The Hero/Villain
The Comedian The FeelGood Friend
Step 2: Write Headline Copy From Perspective of One of These Personas
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FormatList post, quiz,
Infographic
Emotional Hook
Emotional word or superlative
Content TypeImages, quotes, pictures,
facts
TopicLove, cats, dogs, fitness,
health, Donald Trump
4 AWESOME SEO STRATEGIES TO DEFEAT RANKBRAIN
Step 3: Use This Title Template Commonly Employed By ‘Viral’ Articles
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So Test 10 Different Headlines
Unicorn Headlines = Top 10% Odds of Finding Unicorn = 1:10
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How to Spot the Unicorn?
You Need 10 *Different* Headlines!
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Use AdWords to Test Headlines
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Unicorn CTR Hack #2: Advertise!
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How Advertising REALLY WorksSTEP 1: Promote Inspirational / Memorable Content about Your Brand to your Target
Market
STEP 2: People See The Ad, But Don’t Necessarily Take Action Right Away. (But Become Biased)
STEP 3: Later when the Need Arises, People either:
Do a Branded Search for Your Stuff
Do Un-Branded Search but Biased Towards Clicking & Buying From
You.
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Interests Targeting
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Demographic Targeting
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Behavioral Targeting
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Unicorn CTR Hack #3: Remarket!
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Returning Visitors:1. Existing Customers2. 1-Day Remarketing
Audience3. 7, 30, 180-day
Remarketing Audiences
New Visitors:1. Lookalike Audiences2. Interest, Behavior &
Demographic-Based Audiences.
Larry’s Ad Targeting Stack
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Conversion Rates Increase With More Ad
Impressions
Weird Thing About Remarketing
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Summary: Just Say No to Donkey CTRs!
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Special Offers!
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Thanks!