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Search, Social and Street
Fighter
A Correlation Study




                      Do signals from social media
                      networks affect search engine
                                  rank?




                                            Rich Kirk
                              Head of SEO, Performics
Search, Social and Street
Fighter
A Correlation Study




                      Do signals from social media
                      networks affect search engine
                                  rank?




                                            Rich Kirk
                              Head of SEO, Performics
Search, Social and Street
Fighter
A Correlation Study



                      Is there a correlation between
                      visibility in natural search and
                          a website’s social media
                                    equity?



                                            Rich Kirk
                              Head of SEO, Performics
SEO Visibility... You need a big
dataset
And lots of social data...



                 •   Facebook Likes
                 •   Facebook Shares
                 •   Facebook Comments
                 •   Tweets
                 •   +1s
                 •   Stumbles
                 •   Delicious bookmarks
                 •   LinkedIn shares
For some big name UK sites...
My Dataset
Domain   Social Links By   Referring    SEO
  s         Channel         Links,     Visibility
                           Domains      Score
                             etc
Lets pose some questions...


Is there a correlation between
visibility in natural search and
    a website’s social media
              equity?
Lets pose some questions...


                   Why can’t we say
                conclusively that social
             equity is impacting visibility in
                    natural search?
A basic theory...

                            Increased
      Social Links          Visibility in
                               SERPs



                     Data we’ve seen proves no
                          conclusive link...
A Better theory...?

                            Increased
    Great      Normal
                            Visibility in
   Content      Links
                              SERPs



             Social Links
A more realistic theory...?

                            Increased
    Great      Normal
                            Visibility in
   Content      Links
                              SERPs



             Social Links
Unfortunately it doesn’t prove
this...
                           Increased
   Great      Normal
                           Visibility in
  Content      Links
                             SERPs



            Social Links
A concrete example... July 2011
Vote for Roland!!
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
Does this boost domain SEO
Visibility...?




              ...Not really
  Big social link surge ≠ a big rankings jump
Lets pose some questions...


Why all the fuss about social
          & SEO?
Think of relevance as a
currency...
               Webmasters

            140 million domains

                800 million
               Facebookers

              7 billion people
Think of relevance as a
currency...
                Webmasters

             140 million domains
                 800 million
                Facebookers
            7bn people worldwide

            ??tn site interactions
So what...?



              Don’t succumb to the hype
              around social links = SEO
Get Positive RoI from Social



              Think about the half life of
               socially sourced content
Get Positive RoI from Social



              Think about the half life of
               socially sourced content
High                                                 20+ product
                                                                            reviews on major
                                                                            retailers websites
Return on Investment




                                                             Conducting
                                                             consumer
                                                             research

                                                 Discounting
                                                 through social
                                                 media

                              Generic Tweeting
                       Low




                              Short                                                          Long
                                                         Half Life of Content
Thanks.
Dataseton Google+
Blog @ performicsworldwide.com


                                   Rich Kirk
                     Head of SEO, Performics

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Social Signals & SEO

  • 1. Search, Social and Street Fighter A Correlation Study Do signals from social media networks affect search engine rank? Rich Kirk Head of SEO, Performics
  • 2. Search, Social and Street Fighter A Correlation Study Do signals from social media networks affect search engine rank? Rich Kirk Head of SEO, Performics
  • 3. Search, Social and Street Fighter A Correlation Study Is there a correlation between visibility in natural search and a website’s social media equity? Rich Kirk Head of SEO, Performics
  • 4. SEO Visibility... You need a big dataset
  • 5. And lots of social data... • Facebook Likes • Facebook Shares • Facebook Comments • Tweets • +1s • Stumbles • Delicious bookmarks • LinkedIn shares
  • 6. For some big name UK sites...
  • 7. My Dataset Domain Social Links By Referring SEO s Channel Links, Visibility Domains Score etc
  • 8. Lets pose some questions... Is there a correlation between visibility in natural search and a website’s social media equity?
  • 9.
  • 10.
  • 11.
  • 12.
  • 13. Lets pose some questions... Why can’t we say conclusively that social equity is impacting visibility in natural search?
  • 14. A basic theory... Increased Social Links Visibility in SERPs Data we’ve seen proves no conclusive link...
  • 15. A Better theory...? Increased Great Normal Visibility in Content Links SERPs Social Links
  • 16. A more realistic theory...? Increased Great Normal Visibility in Content Links SERPs Social Links
  • 17. Unfortunately it doesn’t prove this... Increased Great Normal Visibility in Content Links SERPs Social Links
  • 20. 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
  • 21. Does this boost domain SEO Visibility...? ...Not really Big social link surge ≠ a big rankings jump
  • 22. Lets pose some questions... Why all the fuss about social & SEO?
  • 23. Think of relevance as a currency... Webmasters 140 million domains 800 million Facebookers 7 billion people
  • 24. Think of relevance as a currency... Webmasters 140 million domains 800 million Facebookers 7bn people worldwide ??tn site interactions
  • 25. So what...? Don’t succumb to the hype around social links = SEO
  • 26. Get Positive RoI from Social Think about the half life of socially sourced content
  • 27. Get Positive RoI from Social Think about the half life of socially sourced content
  • 28. High 20+ product reviews on major retailers websites Return on Investment Conducting consumer research Discounting through social media Generic Tweeting Low Short Long Half Life of Content
  • 29. Thanks. Dataseton Google+ Blog @ performicsworldwide.com Rich Kirk Head of SEO, Performics