Presentation at Road to Conductor C3 in Washington DC.
Covers the why search & social should work together, the benefits, opportunities and returns, noting that content is the bridge between disciplines and the largest win/win of having search & social teams collaborating.
13. Meet Sally Search
• Search geek
• LOVES Star Trek TOS
• Reads Moz Blog
• Has poster of Rand on
her wall
• Never missed episode of
Game of Thrones. EVER.
14. Meet Sam Social
• Social butterfly!
• English major
• Tweets his meals
• Loves Starbucks
• Takes pictures of
misspelled names on
cups, and posts them
to Instagram
18. Sam Read A Book…
“Social signals are correlated to
rankings, so *my* social efforts
are causing us to rank better.”
“In fact the search team should
be buying my lunch and daily
triple, venti, soy, no foam latte.”
19. @simmonet
Umm No. Google says…
…we don't currently
have any signals like
that in our web search
ranking algorithms.
~ Matt Cutts, Google
20. But… Social Can Help SEO
• Research / Testing
• Discovery / Visibility
• Branding / Authority
• Content
31. Discovery / Visibility
Google+ is still relevant as an ID & connector
• Posts are indexed
• Visible to circles
• Signal to Google to look
Martin Shervington
http://www.agorapulse.com/blog/google-plus-social-seo
@simmonet
32. Discovery / Visibility
“If people are loving you, if you’re getting all
kinds of social support from people and they
love you, you know what, that’s a signal to us
that maybe we should be ranking you higher.”
~ Duane Forrester, Bing
@simmonet
35. Social for Branding for Search
Google Loves Brands!
• Social signals can
help identify entities
as brands.
• Big data:
• Search volume / clicks
• Session relationships
• Virility
• Engagement
36. Brand Boost
Brands tend to rank higher in organic search or
get away with more issues, errors & ‘games’
“Brands are the exception
to many rules” ~ Marcus Tober
Rank Correlation Study
@simmonet
54. Content in Search & Social
“We should be thinking about social and search
with… a unified approach, because the best
content should appeal to both channels and the
cross-over benefits / economies of scale are
potentially huge.”
~ Will Critchlow
55. There’s More…
Social Links
• Most nofollowed BUT they have
value… and they potentially drive
traffic… and are links!
Engagement
• Bing & Google both look at
engagement signals to understand
search click satisfaction!
60. 3 Things Learned
1. Search & Social need
to work together
2. Social affects search
visibility & traffic
61. 3 Things Learned
1. Search & Social need
to work together
2. Social affects search
visibility & traffic
3. AWESOME content is
the bridge of social / search
62. 3 Things Learned
1. Search & Social need
to work together
2. Social affects search
visibility & traffic
3. AWESOME content is
the bridge of social / search