Learn how social media signals are used by search engines and how to capitalize on them

1. Social Media Signals in SEO
Still Early Days

2. First Off... Who Am I?
 Co-author: The Art of SEO
 President: Stone Temple Consulting
25+ person SEO and PPC firm
 Trainer: Instant E-Training
 Founder: Web Site Publishing Companies
Publish web sites, grow them, then sell them
2 significant exits so far
 Twitter: @stonetemple
 Google +: +Eric Enge / +Stone Temple Consulting
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3. Facebook Shared Content
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4. Twitter Shared Content
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5. Google+ Share
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6. Facebook Comments (Techcrunch)
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7. What Do the Search Engines See?
Signal Bing Google
Facebook Like Yes Crawl Based?
Facebook Share, Personal Page Yes No?
Facebook Share, Brand Page Yes Crawl Based
Facebook Comments Yes Yes (Crawl Based)
Twitter Share Yes Crawl Based
Twitter Retweet Yes Crawl Based
Twitter Mentions Yes Crawl Based
+1 Crawl Based Yes
Google+ Share Crawl Based Yes
Google+ Mention Crawl Based Yes
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8. On using Likes as votes the way links are used:
“…what does a like mean? Some
people like the page, some folks might
like the content, some folks might just
think it’s funny and likeable. As you
said, the likes are a good signal, but
they’re not a granular signal of what
particular thing you’re actually
expressing a like about.”
Bing’s
Stefan Weitz
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9. It’s About Picking the Best Content
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10. Weighting Votes - Relevance
What What
you want They’re
to say Interested
in
Relevance
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11. Weighting Votes – Authority
 How well do you
know the topic?
 Recognized
Thought leader?
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12. Weighting Votes - Trust
 Can your opinion be trusted?
 What are your Perceived
motives?
 Do people engage With
your brand?
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13. Weighing Votes – Effort & Commitment
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14. Balance of Signals?
 Think Like a Search
Engineer
 Consider site with “to
die for” link profile
 … but no one is
talking about it
 Do you trust that
site?
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15. Which Site Looks Better to You?
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16. Which Site Looks Better to You?
(Hint)
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17. Social Signals in Use
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18. Bing’s Social Sidebar
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19. Facebook Integration
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20. Facebook Likes
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21. Quora Integration
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22. Reviews
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23. Facebook
Activity
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24. Social Sharing Shown in Google
Shared on
Google+
Shared on
Another Social
Network
Google+
Post
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25. Must Be In Your Circles
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26. Other Social
Connections
Found Via
Connected
Accounts
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27. Facebook Shares 0.35
Facebook Total 0.34
# Backlinks 0.34 Correlations With
Facebook Comments 0.31 Rankings
Facebook Likes 0.28
Tweets 0.24
% Baclinks With Keyword 0.16
Source: Searchmetrics
% Backlinks with NoFollow 0.16
Keyword in Domain Name 0.11
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28. Be Careful With Correlations!
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29. Bing Results 2010 (New York Post)
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30. Bing Results 2011
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31. Bing Results 2012
With a Social Sidebar
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32. Influence of Social Media Likes / Shares / +1s
• Your friend +1s it
• Your friend shares it on
Google Plus
• Your friend shares it on
another connected network
• Your friend Likes it
• Your friend shares it on
Facebook or Twitter
• Other networks with related
content
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33. Rel=Author
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34. The Synergy We’re Looking For
Shared on
Social Networks
Helps Drive
New Followers,
Fans, Friends
Traffic, Links & New Subscribers
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35. The Synergy We Are Looking For – Step 2
(Influencers)
(Sharing)
(Your Stuff)
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36. Case Study:
Social Media Link
Building At Work
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37. Interview with Tiffany Oberoi
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38. An Influencer Said Something Nice About it
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39. SERP for Key Search Term
#3!
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40. Interview with Peter Norvig
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41. Influencer Tweet
3.8 Million Followers!
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42. An “Event” (Peter Norvig Interview)
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43. Latest Matt Cutts Interview
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44. Duane Forrester Interview
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45. Link Results
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46. Thank You!
Eric Enge
eenge@stonetemple.com
@stonetemple
+ Eric Enge
(508) 485-7751
www.stonetemple.com
@stonetemple / + Eric Enge