search marketing theatre; seo tips and techniques: impact of social

Tel: 0845 205 0292www.clickconsult.com

SEO Tips and Techniques: Impact of Social

Geoff Parker Client Services Director

Stand: D22


• Changing Algorithm – Content and Social • Strategies for Content and Social • Research – Social Sign-Ins

• The Future of SEO

Overview


CHANGING ALGORITHM


• One year anniversary last week (24th Feb 2011)

Lessons1. Focus on quality of content

2. Don’t scrape content (Update 2.2, June)

3. Make content rich, suggest using Videos (Update 2.5, Sept). Android + YT biggest winners

4. Keep content fresh, use blogs and news (November Freshness Update)

• Brands generally profited • Ecommerce sites with thin amounts of content on product pages were hit

Panda or Farmer

www.SEOPressor.com

http://www.seopressor.com/


• Facebook and Twitter links both impact Google rankings (December 2010)

PageRank meet “SocialRank” build human authority• Reputation of content creators (authors)• Looking at quality of Twitter followers as well as re-tweets • Google did crawl shared links on Facebook Fan pages• Now it looks at likes and “talking about this”.

•The same results were found for Bing

Social impact on Rankings


• 61% of top ranking pages have been shared on Facebook

SEOMoz Research

The Social Correlation with Google Rankings

SEOMoz Research Data (April 2011)

• 42% of top ranking pages have been tweeted


SOCIAL & CONTENT


• People want to share content socially

• 25% of tweets contain a link (Dec 2010)

• Twitter 2011:251 million videos shared70 million videos shared (Topsy Labs)

Image: 6th most tweeted image 2011. Shuttle launch

Sharing of Content


• Beautiful People launched Shrek Virus PR (20th June 2011)

• 1 million site visits as a result in the next few days

• The below graph shows share of voice for the mentions of this PR

• 1,600 mentions in one day

•Increase in social authority for this PR and therefore authority for the PR links


• Are also a ranking signal and do impact on SERPs (Google Webmaster tools)

• 90 million users v Facebook 800 million

• Growing faster than Facebook & MySpace did in early days

• Google+ pages useful for brand reputation in SERPs

• Impact of +1s on CTR – increase of 20% (SEO Effect, Holland, June 2011)

• Conflict with Robots.txt – if you +1 a page and it is in robots to not index this page it will still index. Be careful when adding the +1 icon to all pages

Google+


• 1.36 million users daily

• Bigger share of visits than G+ (Hitwise) • “Repins” create new links

• Links are followed but no-followed from homepage

• top 300 retail websites: 60% have Facebook shares20% have +1 buttons9% have “Pin it”(The Find, Feb 2012)


Examples:• Polyvore.com : 144 repins, 32 likes• Pandonhome.com: 9 repins


CLICK CONSULT RESEARCH


About the Research

• To understand what percentage of visitors to clients’ websites were signed into social sites

• Approximately 30 clients studied over past four weeks

• Mixture of B2B, B2C and “Both” clients

• Used event tracking script in Google Analytics

•User Sign-Ins only tracked within the same browser


Social Sign-Ins: Totals

• Over 40% of visitors are signed into Facebook

• Almost 20% signed into Google products

• More people signed into G+ than Twitter

• Surprisingly low sign-ins to Twitter?

Facebook Google G+ Pinterest Twitter0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

%-age Sign-Ins by Social Platform

• TweetDeck not tracked (unless using TweetDeck for Chrome)


• More B2C signed in than B2B

• Sucharita Mulpuru, (Forrester Research), said about F-Commerce, “But it was like trying to sell stuff to people while they’re hanging out with their friends at the bar.”

Sign-Ins

B2B B2C Both All33.00%34.00%35.00%36.00%37.00%38.00%39.00%40.00%41.00%42.00%43.00%

Facebook Signed-In


• Again, more B2C Consumers signed into Google than B2B

• 19% total signed in – potential lost data in Google Analytics later this year (“not provided”)

Sign-Ins

B2B B2C Both All0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

Google Signed-In


• G+ total at 7% • Twitter total at 5%

Sign-Ins

• G+ seems to be more B2B lead

• Twitter more B2C lead


2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

G+ Signed-In


1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

Twitter Signed-In


WHERE IS SEO GOING?


• 7% of results affected, according to our study

Official Google Line •“When signed in with Google+, you’ll find personal results and profiles of people you know or follow. You can also expand your world by discovering people related to your search.”

Search Plus Your World

SPYW makes search more personalised


Mobile SEOMongoose Metrics (2012)

1 million sites reviewed

Only 7.9% of websites were optimised

2010: only 4.8% of websites reviewed were mobile compatible

9% of traffic to UK websites comes through mobile devices

Projected to be 20 - 25% by 2013 (Click Consult)

Mobile organic rankings mirror desktop – BUT, this may change


• Updated on 18th October 2011 in US• UK update sometime in 2012

“Not Provided”

• Google will not pass organic search keyword referral data to Analytics if signed in

• Potentially 19% of data will be lost (Click Consult)

• SEOMoz: 18% loss in US (Nov, 2011)

• Hubspot: 16% loss in US (Nov, 2011)

• Matt Cutts estimated single digit losses

• Solution: Avinash Kaushik


• Upgrade language from HTML 4 to HTML 5

• Not all browsers support it, however the popular latest browsers do such as Opera, Chrome, Firefox and IE

• SES London – said to keep an eye on this for the future

• No immediate SEO benefit of HTML 5

• Googler John Mu: “No current advantage in using HTML 5 over older variants”

HTML 5


• Generate useful and/or interesting user content

• Build social authority / human authority / socialRank to compliment PageRank

• Be mindful of the growth in G+ and utilise for your business

In Summary


ANY QUESTIONS?

Stand: D22

Geoff.parker@clickconsult.comwww.clickconsult.comwww.seoconsult.com

Twitter: @ClickConsultLtdwww.facebook.com/ClickConsult

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