the search and social connection: marketing alignment in a google and facebook world
DESCRIPTION
In the heads of marketers, defining where “search” meets social has become a challenge in our fast-moving marketplace. Join IAB Members PerfectMarket, who will share case studies and best practices that demonstrate the ROI and long-term value of aligned campaigns in search and social. Specifically, come to learn more about the: • Recent updates in search and social algorithms (e.g., what to expect beyond Google's Panda); • Trends in referral traffic • Approaches to understanding content ROI • Social media’s role in SEO • Techniques that SEO's and SMO's can use to drive traffic to high-value content Join the IAB and speakers from PerfectMarket, including: Tim Ruder, Chief Revenue Officer and GM/SEO Practice. Former VP Marketing, Washington Post Newsweek Interactive @TimRuder Sheigh Crabtree, Vice President, Audience Development. Former news and programming director, Entertainment, Los Angeles Times @Sheigh Robertson Barrett, Chief Strategy Officer, former Executive Vice President, Tribune Interactive @HRBarrettTRANSCRIPT
Perfect Market: Search and Social
IAB Member WebinarApril 27, 2011
12:00 PM - 1:00 PM EDT
The Search & Social Connection:Alignment in a Google and Facebook World
hashtag: #iab #googface
What is #GoogFace?
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hashtag: #iab #googface sources: @perfectmarket @iab
Search Social
#GoogFace
Content published
Content is tweetedsharedlinked
Shared links drive
more sharesand links
Link sharedon networksexposed toreal-timecrawler
Real-timecrawler supports
fresh visibilityIn engine
Visibility attracts newsite viewerssubscribers
All of theseincrease
PR, improvesite authority
Improved rankenables more
readers tofind contentorganically
How social drives SEO
hashtag: #iab #googface sources: @perfectmarket @iab
Impact of social on search
Prior to social campaign– Small PV numbers– No rank
Post campaign– Day of promotion: 25x daily traffic– 10x daily traffic after promotion– Position 4-7 page one
Tweet Tip:
Social: 25x boost day of campaign. Search: 10x boost in organic search via social links. #googface #iab
Social capital impact on search
Donald Trump stories in WaPo:
o The Fix dominates search resultso Kathleen Parker … ?
Online Social Capital:Twitter Followers: 1,829Facebook Fans: 1,256Klout Score: 36Peer Index: 19
Online Social Capital:Twitter Followers: 69,772Facebook Fans: 14,107Klout Score: 72Peer Index: 57
Social capital: WaPo comparison Kathleen Parker Chris Cillizza (The Fix)
What is the Panda Update? Google algorithm change Launched Feb 23, 2011 Update and international rollout Apr 11, 2011 Target:
– Low-quality sites (content farms) Thin content Duplicated or scraped content Low quality content
“We actually came up with a classifier to say… IRS, Wikipedia orNew York Times is over on this side, & the low-quality sites areover on this side…and you can really see mathematical reasons.”– Matt Cutts, Wired Magazine Q&A
7
Instant Traffic Drop For Affected Sites
8
30-40%
30-40%
Social Update: Google +1
“….we’ve also incorporated new user feedback signals to help people find better search results. In some high-confidence situations, we are beginning to incorporate data about the sites that users block into our algorithms.”
Source: GWC Blog, 4/22/11
How-to: 5 easy steps1. Identify high value content with promotion potential.2. Coordinate promotional efforts.3. Set up tracking and analytics.4. Campaign and monitor.5. Review results … modify, rinse, repeat.
Source: CMO.com
Thank you
hashtag: #iab #googfacesources: @iab @perfectmarket
@TimRuder@Sheigh
Questions
hashtag: #iab #googfacesources: @iab @perfectmarket
Please type your questions into the chat feature on the upper-right corner of your screen.
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