The Coming Together of Search & Social

www.ProminentPlacement.com

THE COMING TOGETHER OF
SEARCH & SOCIAL

Presented by
Stacy Williams

Digital Atlanta
October 10, 2012

@StacyWms #DigATL @ProminentPlcmnt

© Copyright 2012 Prominent Placement, Inc. All rights reserved.

WHO AM I?
 CEO of Prominent Placement, Inc. (PPI)
 President of SEMPO Atlanta

 SEO since 1998

 Marketing >20 years

 Degrees in Business/Marketing and
Communications Management

 PPI is a full-service search engine marketing
agency
 Nearing our 12th anniversary

@ProminentPlcmnt @StacyWms #DigATL www.ProminentPlacement.com © Copyright 2012 Prominent Placement, Inc. All rights reserved.

AGENDA
 Social Media can positively impact SEO
 Content
 Links
 Social Signals (Votes)
 Search Queries & Keywords

 Search Marketing can influence Social Media
 Pay-Per-Click
 Keyword Research & Content
 Social Media Sites Acting Like Search Engines

 Tactics you can take back to your desk
 Additional Resources

@ProminentPlcmnt @StacyWms www.ProminentPlacement.com © Copyright 2012 Prominent Placement, Inc. All rights reserved.

CONTENT – FOR ALL SEARCHERS


CONTENT – FOR YOUR FRIENDS

Search, plus Your World


CONTENT – FOR YOUR FRIENDS


CONTENT – RICH SNIPPETS
 Take up more room in the
SERPs
 Catch your eye

 Differentiate you & lend
credibility

SEOBodybuilder‟s CTR
increased 38% with
“rel=Author”
See all the possibilities:
http://sem4.me/dars


CONTENT - FRESHNESS

 Step 1: Breaking News –
search volume for a particular
query suddenly and drastically
increases.
 Step 2: Google turns on the
“QDF” factor in its algorithm
for that query.
 Step 3: New, fresh content
(even without links) can This book review
outranked The Golf
Channel‟s site!
outrank older, authoritative
content.

Source: http://searchnewscentral.com/2010102776/Technical/query-deserves-freshness-and-
other-temporal-tales.html


CONTENT – LOCAL/MAPS


CONTENT – REPUTATION MANAGEMENT

The only non-negative
listings on the first
page of Google


DOMINATE THE SERPS!


SUMMARY: HOW SOCIAL MEDIA
CONTENT IMPACTS SEO
 More web pages (profiles/posts) to take up room in
the SERPs for all searchers.
 Even more web pages (profiles/posts) to take up
room in the SERPs for your friends & contacts.
 Rich snippets take up room, draw the eye,
differentiate your listing.
 Fresh content can outrank old content for hot
topics.
 Google+ is feeding Google Maps in SERPs.

 Protect your reputation by controlling all the highly-
ranked content for your name.


LINKS: BOOST MAIN SITE‟S RANKINGS

 Direct links
 Content must be public
 “dofollow” vs. “nofollow”
links
 Can lead to more links
indirectly

Image source: Reload Media


BUILD INDIRECT LINKS


SUMMARY: HOW SOCIAL MEDIA
LINKS IMPACT SEO

 Directly, through links on social media profiles and
posts to main site.
 Indirectly, by building awareness and generating
more links on other sites.
 Speeding up indexing of new content.


SOCIAL SIGNALS (VOTES)

1998 2012


SOCIAL SIGNALS
(VOTES)

 Google+ followers, +1s,
Facebook shares & likes,
tweets & retweets can
impact rankings

Source: http://www.tastyplacement.com/infographic-
testing-social-media-signals-in-search
© Copyright 2012
Prominent Placement,
Inc. All rights
@ProminentPlcmnt @StacyWms www.ProminentPlacement.com reserved.

SOCIAL SIGNALS (VOTES)

 More studies: Facebook
Shares seem to be the holy
grail

Source: http://www.seomoz.org/blog/facebook-twitters- Source: http://blog.searchmetrics.com/us/2012/06/07/us-
influence-google-search-rankings and-uk-seo-ranking-factors-2012/


MARKETERS BELIEVE GOOGLE+ WILL
BECOME “MASSIVELY INFLUENTIAL”


THAT SAID…

Links Social Signals

>
Per Matt Cutts of Google, July „12


SUMMARY: HOW SOCIAL SIGNALS
IMPACT SEO

 Part of the ranking algorithm.
 Still not as important as links.

 Google+ and Facebook Shares especially impact
Google rankings.


SEARCH QUERIES
 “Gangnam Style” launched
on YouTube 7/15/12
 360 million views, 3.4 million
likes


SOCIAL DRIVES…
 Awareness of problems, solutions…brands
 Searches for problems, solutions…brands


KEYWORD RESEARCH

 Listen!
 Free social media listening/monitoring tools:
http://sem4.me/dalm

 Keywords may be different on different social media
platforms and as compared to search engines.
 Guide to keyword research for social media site usage:
http://sem4.me/dakr


SUMMARY: HOW SOCIAL IMPACTS
SEARCH QUERIES & KEYWORDS

 Increased searches for topics and brands that are
frequently shared.
 Keyword research through what‟s being discussed
in social media.
 You may want to target different keywords on
different social media platforms.


PAY-PER-CLICK ON
SOCIAL MEDIA SITES

 Interests
 Education

 Connections

 Age & Birthday

 Location


FACEBOOK PPC CAN BE HIGHLY EFFECTIVE

Conversion Rate of Online Form
Submission to Qualified Loan

50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

Google AdWords
Facebook


TWITTER


SEM KEYWORD RESEARCH CAN DRIVE
SOCIAL MEDIA CONTENT


SOCIAL MEDIA SITES ARE INCREASINGLY
ACTING LIKE SEARCH ENGINES
 #hashtags ARE keywords


FACEBOOK SEARCH

Article musing on how to
rank high in Facebook
search:
http://sem4.me/dafs


Image source: http://www.businessweek.com/articles/2012-03-28/facebook-delves-deeper-into-search

Source: http://techcrunch.com/2012/09/11/zuckerberg-we-have-a-team-working-on-search/


HOW MANY SEARCHES ARE THERE ON
EACH SITE?
Searches/Day (Estimated)

3,000,000,000
S
2,500,000,000 E

2,000,000,000
S
1,500,000,000 M S
1,000,000,000 M
S S S S
500,000,000 M E E M
-
Google YouTube Twitter Facebook Bing Yahoo LinkedIn

Take this data with a huge grain of salt! (Don‟t tweet it)
It‟s pulled from various sources, including Comscore, TechCrunch, StatisticBrain, Search
Engine Land & Search Engine Watch.
The YouTube figure is estimated based on the oft-cited “second largest search engine after
Google” – data about the actual number of searches has not been published.


THE WISDOM OF CROWDS VS.
THE WISDOM OF FRIENDS

Photo by Brynn Evans/Flickr/CC

SUMMARY: HOW SEARCH MARKETING
IMPACTS SOCIAL MEDIA
 Pay-per-click advertising on social media sites is a
complement to PPC on search engines
 PPC on search engines: target by intent/need/keyword
 PPC on social media: target by demographics/interest

 Keyword research for search marketing can drive
content created on social media
 and make it more findable on search engines
 More people are searching on social media sites
 #hashtags are keywords
 Who will win the war to be the platform on which we
search data from the web and our friends?


TACTICS YOU CAN TAKE BACK TO YOUR
DESK & IMPLEMENT THIS AFTERNOON
 Know which keywords you should be targeting.
 Build out profiles on major social media platforms.

 Share fresh, unique content on the sites most likely
to impact your rankings (Google+, Facebook) & add
“share” buttons to it.
 Work targeted keywords into social media profiles
and posts.
 Work links pointing to website into social media
profiles and posts (with keywords in anchor text
where appropriate).
 Implement rich snippets (including rel=author)
where appropriate.

TACTICS YOU CAN TAKE BACK TO YOUR
DESK & IMPLEMENT THIS AFTERNOON
 Flesh out both your Google+ and Google Places
profiles for visibility in Google Maps results.
 Promote the URLs for new content on Google+ for
faster indexing.
 Watch traffic from branded search queries rise.

 Test PPC on social media sites.

 Writer‟s block? Look to top keywords for content
ideas.
 Use search & social together synergistically – you
need both!
 Continue to watch this space for more changes.


GOOD ARTICLES ON HOW TO OPTIMIZE THESE
SOCIAL MEDIA SITES (FOR SEARCH ENGINES)

 And, again…
 http://sem4.me/dabl
 More about Rich
 http://sem4.me/dafb Snippets:
 http://sem4.me/datw http://sem4.me/dars
 http://sem4.me/dali  Social media listening/
monitoring tools:
 http://sem4.me/dagp http://sem4.me/dalm
 http://sem4.me/dayt  Keyword research for
 http://sem4.me/dapi each social media
platform:
 http://sem4.me/datb http://sem4.me/dakr
 How to rank high in
Facebook search
(maybe):
http://sem4.me/dafs

WANT MORE?
 Subscribe to our newsletter: www.prominentplacement.com
 Subscribe to our blog (email or RSS): www.searchadvisory.net
 “Like” us on Facebook: www.facebook.com/ProminentPlacement
 Follow us on Twitter: @ProminentPlcmnt or @StacyWms
 Follow us on LinkedIn: www.linkedin.com/company/prominent-
placement-inc.
 View other presentation on Slideshare:
www.slideshare.net/stacywms

@StacyWms #DigATL @ProminentPlcmnt © Copyright 2012 Prominent Placement, Inc. All rights reserved.

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