search, social, so what? presentation at conductor's roadtoc3 by grant simmons vp search...
TRANSCRIPT
Instructions:• Get your mobile device out • Take a photo • Post it on your preferred social channel • Tag #RoadtoC3
Ready??
@simmonet
3 Things to Learn
1. Search & Social need to work together
2. There are lots of signals to the algorithm
3. Everything is content AWESOME content!
Meet Sally Search• Search geek • LOVES Star Trek TOS • Reads Moz Blog • Has poster of Rand on
her wall • Never missed episode of
Game of Thrones. EVER.
Meet Sam Social• Social butterfly! • English major • Tweets his meals • Loves Starbucks • Takes pictures of
misspelled names on cups, and posts them to Instagram
Sam Read A Book…“Social signals are correlated to rankings, so *my* social efforts are causing us to rank better.”
“In fact the search team should be buying my lunch and daily triple, venti, soy, no foam latte.”
@simmonet Umm No. Google says…
…we don't currently have any signals like that in our web search ranking algorithms.
~ Matt Cutts, Google
But… Social Can Help SEO• Research / Testing • Discovery / Visibility • Branding / Authority • Content
Social Keywords / ResearchData mine conversations: • Queries • Industry terms • Natural language • Synonyms • Semantically-related
@simmonet
Social TestingThere is a fine balance between click bait and search optimized titles. Social gives ideas & Social let’s you test.
Fun [Social] Fact
And… YouTube now reaches more U.S. adults aged 18-34 than any cable network.
~ Moz
72%
Discovery / Visibility
Google+ is still relevant as an ID & connector • Posts are indexed • Visible to circles • Signal to Google to look
Martin Shervington http://www.agorapulse.com/blog/google-plus-social-seo
@simmonet
Discovery / Visibility“If people are loving you, if you’re getting all kinds of social support from people and they love you, you know what, that’s a signal to us that maybe we should be ranking you higher.”
~ Duane Forrester, Bing
@simmonet
Social for Branding for SearchGoogle Loves Brands! • Social signals can
help identify entities as brands.
• Big data: • Search volume / clicks • Session relationships • Virility • Engagement
Brand BoostBrands tend to rank higher in organic search or get away with more issues, errors & ‘games’ “Brands are the exception
to many rules” ~ Marcus Tober Rank Correlation Study
@simmonet
Content Marketing Content Marketing Content Marketing Content Marketing Content Marketing Content Marketing Content Marketing Content Marketing Content Marketing Content Marketing Content Marketing Content Marketing Content Marketing Content Marketing Content Marketing Content Marketing Content Marketing Content Marketing
Social Content
• Click / link bait • Timely • User inspired • User inspiring • User Generated • “Fluff” • Shareable • Multi-media
@simmonet
Authority Content
• Evergreen • Informational • Topic-focused • Query-driven • Optimized • On crawl path • Shareable
@simmonet
Content in Search & Social“We should be thinking about social and search with… a unified approach, because the best content should appeal to both channels and the cross-over benefits / economies of scale are potentially huge.”
~ Will Critchlow
There’s More…Social Links • Most nofollowed BUT they have
value… and they potentially drive traffic… and are links!
Engagement • Bing & Google both look at
engagement signals to understand search click satisfaction!
Social Does Help SEO• Research / Testing • Discovery / Visibility • Branding / Authority • Content for:
• Traffic • Links • Engagement Signals
3 Things Learned
1. Search & Social need to work together
2. Social affects search visibility & traffic
3 Things Learned
1. Search & Social need to work together
2. Social affects search visibility & traffic
3. AWESOME content is the bridge of social / search
3 Things Learned
1. Search & Social need to work together
2. Social affects search visibility & traffic
3. AWESOME content is the bridge of social / search