Search and Social: How to Get More Action from Organic Marketing
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The document discusses how search engines like Google and Bing are incorporating social signals from platforms like Twitter and Facebook into their search rankings. It provides direct quotes from Google and Bing representatives confirming they consider factors like retweets, shares, and follower counts as signals. The document also discusses best practices for social media marketing and organic marketing across various online channels to help drive traffic and awareness.
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Search and Social: How to Get More Action from Organic Marketing
- 1. Search + Social:How to Get More from Your Organic Marketing Rand Fishkin, CEO + Co-founder SEOmoz, December 2010
- 2. The Big News:Twitter & Facebook Influence Search Rankings
- 3. Direct from the Source: Danny Sullivan: If an article is retweeted or referenced much in Twitter, do you count that as a signal outside of finding any non-nofollowed links that may naturally result from it? Google: Yes, we do use it as a signal. It is used as a signal in our organic and news rankings. We also use it to enhance our news universal by marking how many people shared an article http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389
- 4. Direct from the Source: Danny Sullivan: If an article is retweeted or referenced much in Twitter, do you count that as a signal outside of finding any non-nofollowed links that may naturally result from it? Bing: We do look at the social authority of a user. We look at how many people you follow, how many follow you, and this can add a little weight to a listing in regular search results. It carries much more weight in Bing Social Search, where tweets from more authoritative people will flow to the top when best match relevancy is used. http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389
- 5. Direct from the Source: Danny Sullivan: Do you track links shared within Facebook, either through personal walls or fan pages? Google: We treat links shared on Facebook fan pages the same as we treat tweeted links. We have no personal wall data from Facebook. http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389
- 6. Direct from the Source: Danny Sullivan: Do you track links shared within Facebook, either through personal walls or fan pages? Bing: Yes. We look at links shared that are marked as “Everyone,” and links shared from Facebook fan pages. http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389
- 8. “Author Authority” of the Tweeting Sources
- 9. Time of Tweet (QDF)
- 10. Connection Between Tweeter and Source Domain
- 11. Quantity + Quality of Retweets
- 13. Facebook Sharing Matters, Too If Google Can See It
- 14. Social Optimization:Get More Bang from Your SMM Efforts
- 15. Share in the Right Places
- 16. Share Content & Links that Make People Want to Pay Attention
- 17. Produce Content People Want to Share (because it will make others follow them)
- 18. Stay On-Topic(if your goal is driving relevant traffic)
- 19. Be Funny/Controversial/Personal(if your goal is raw followers & clicks)
- 20. Pay Attention to Your CTR(and test how you can improve it) http://www.seomoz.org/blog/calculating-and-improving-your-twitter-clickthroughrate
- 21. The Resurrection of Q+A
- 22. Lots of Sources
- 23. Invest Where Your Customers Are(even if it’s not about your specific product/service)
- 24. Comparing Search + Social Traffic
- 25. A Search Query:Targeted Discovery at the Time of Interest
- 26. Social Media Clicks:Momentary Interest in a Headline/Topic
- 27. Search Traffic:A Direct Opportunity to Convert
- 28. Social Traffic:A Potential Opportunity to Build Brand Awareness
- 29. First-Touch Attribution is Essential http://www.distilled.co.uk/blog/seo/first-touch-tracking-in-google-analytics/
- 31. A Shift in How We Think + Consume
- 32. An Opportunity for Early Adopters http://www.amazon.com/Crossing-Chasm-Marketing-High-Tech-Mainstream/dp/0066620023
- 34. Social Networking (Facebook, Twitter, LinkedIn)
- 35. Social Bookmarking (StumbleUpon, Delicious, Reddit)
- 36. Q+A / Forums (StackExchange, Yahoo!, Quora)
- 37. Blogs + Blogging (Tumblr, Wordpress, Posterous)
- 38. Referring Links (Press, Partners, Citations, etc)