social signals & seo
DESCRIPTION
Richard Kirk from Performics presents the Value of Social at the Search London meetup on 7th of December 2011. www.meetup.com/search-londonTRANSCRIPT
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Search, Social and Street Fighter
A Correlation Study
Do signals from social media networks affect search engine rank?
Rich KirkHead of SEO, Performics
![Page 2: Social Signals & SEO](https://reader033.vdocuments.us/reader033/viewer/2022051413/558e0e461a28ab6a318b4783/html5/thumbnails/2.jpg)
Search, Social and Street Fighter
A Correlation Study
Rich KirkHead of SEO, Performics
Do signals from social media networks affect search engine rank?
![Page 3: Social Signals & SEO](https://reader033.vdocuments.us/reader033/viewer/2022051413/558e0e461a28ab6a318b4783/html5/thumbnails/3.jpg)
Search, Social and Street Fighter
A Correlation Study
Rich KirkHead of SEO, Performics
Is there a correlation between visibility in natural
search and a website’s social media equity?
![Page 4: Social Signals & SEO](https://reader033.vdocuments.us/reader033/viewer/2022051413/558e0e461a28ab6a318b4783/html5/thumbnails/4.jpg)
1.25m
SEO Visibility... You need a big dataset
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And lots of social data...
• Facebook Likes• Facebook Shares• Facebook Comments• Tweets• +1s• Stumbles• Delicious bookmarks• LinkedIn shares
![Page 6: Social Signals & SEO](https://reader033.vdocuments.us/reader033/viewer/2022051413/558e0e461a28ab6a318b4783/html5/thumbnails/6.jpg)
For some big name UK sites...
![Page 7: Social Signals & SEO](https://reader033.vdocuments.us/reader033/viewer/2022051413/558e0e461a28ab6a318b4783/html5/thumbnails/7.jpg)
Domains
SEO Visibilit
y Score
Referring Links,
Domains etc
Social Links By Channel
My Dataset
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Lets pose some questions...
Is there a correlation between visibility in natural search and a
website’s social media equity?
![Page 9: Social Signals & SEO](https://reader033.vdocuments.us/reader033/viewer/2022051413/558e0e461a28ab6a318b4783/html5/thumbnails/9.jpg)
![Page 10: Social Signals & SEO](https://reader033.vdocuments.us/reader033/viewer/2022051413/558e0e461a28ab6a318b4783/html5/thumbnails/10.jpg)
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Lets pose some questions...
Why can’t we say conclusively that social
equity is impacting visibility in natural
search?
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A basic theory...
Data we’ve seen proves no conclusive link...
![Page 15: Social Signals & SEO](https://reader033.vdocuments.us/reader033/viewer/2022051413/558e0e461a28ab6a318b4783/html5/thumbnails/15.jpg)
Social Links
A Better theory...?
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Social Links
A more realistic theory...?
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Social Links
Unfortunately it doesn’t prove this...
![Page 18: Social Signals & SEO](https://reader033.vdocuments.us/reader033/viewer/2022051413/558e0e461a28ab6a318b4783/html5/thumbnails/18.jpg)
A concrete example... July 2011
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Vote for Roland!!
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Does this boost domain SEO Visibility...? Over 80% of all
next.co.uk social links point at Roland
Well over 70’000 social links
No game-changing uplift in links
![Page 21: Social Signals & SEO](https://reader033.vdocuments.us/reader033/viewer/2022051413/558e0e461a28ab6a318b4783/html5/thumbnails/21.jpg)
Does this boost domain SEO Visibility...?
...Not really
Big social link surge ≠ a big rankings jump
![Page 22: Social Signals & SEO](https://reader033.vdocuments.us/reader033/viewer/2022051413/558e0e461a28ab6a318b4783/html5/thumbnails/22.jpg)
Lets pose some questions...
Why all the fuss about social & SEO?
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Think of relevance as a currency...
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Think of relevance as a currency...
![Page 25: Social Signals & SEO](https://reader033.vdocuments.us/reader033/viewer/2022051413/558e0e461a28ab6a318b4783/html5/thumbnails/25.jpg)
So what...?
Don’t succumb to the hype around social links = SEO
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Get Positive RoI from Social
Think about the half life of socially sourced content
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Get Positive RoI from Social
Think about the half life of socially sourced content
![Page 28: Social Signals & SEO](https://reader033.vdocuments.us/reader033/viewer/2022051413/558e0e461a28ab6a318b4783/html5/thumbnails/28.jpg)
Short LongHalf Life of Content
Retu
rn o
n Invest
ment
Low
Hig
h
Generic Tweeting
20+ product reviews on major retailers websites
Discounting through social media
Conducting consumer research
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Thanks.Dataset on Google+Blog @ performicsworldwide.com
Rich KirkHead of SEO, Performics