SlideShare uma empresa Scribd logo
1 de 27
Baixar para ler offline
SEO's Get Social,[object Object],Bruce ClayPresident, Bruce Clay, Inc,[object Object]
Socialnomics,[object Object],A nice four-minute overview of social:,[object Object],Socialnomics  Video 3,[object Object]
Social media sites dominate time online, and it is growing,[object Object],Statistics,[object Object]
Statistics,[object Object],More than 80% of all Internet users visit Social Media sites regularly,[object Object],Almost half of the social media sites are accessed from mobile devices,[object Object],About 70% of adults shop online, with a growing recommendation and review base based upon social media friends and trusted sites,[object Object]
We cannot control Social Media… ,[object Object],The monster is loose.,[object Object]
Time Lapse,[object Object],In the beginning, we had 10 blue links, catering in one way to anyone doing that search,[object Object]
Time Lapse,[object Object],Then we had some personalization,[object Object]
Time Lapse,[object Object],Then we have more personalization as behavior kicks in,[object Object],Hammer,[object Object]
Ambiguity is not our friend,[object Object],AMBIGUITY is the biggest issue – how does the search engine select relevant results without having a better picture of what you want. So for “HAMMER,” the results are based upon (in this case) the only information they have … that one query,[object Object],So what we have is personalized results derived from search history and location. Welcome to Google 2011,[object Object]
Targeting the Individual,[object Object],SEO is being seriously impacted by personalization. Google has embraced behavior and persona in tailoring search results, and I expect this to continue. In their quest to improve relevancy, Google has determined that the next and best step is to be relevant to the individual person doing the query instead of trying to be relevant to everyone at the same time with a single set of results. This is evolution.,[object Object]
Not at all equal,[object Object],We are utilizing the latest paid Google API for our ranking monitor. We are finding that many queries are not matching the user query results, sometimes by as much as 20%. In trying to determine why the API does not match the SERPs, we have determined that the problem is not the API, it is that the SERP is being personalized much more than anticipated,[object Object],We believe that every individual search is being personalized to some extent,[object Object]
Show me the money,[object Object],We are seeing that search and social are becoming intertwined, and soon they will be difficult to separate,[object Object],This is the goal of Google: to generate revenue by dominating the SERP at an individual level, personalized to each searcher,[object Object],And to confuse the SERP to the point of having the searcher not know organic from paid,[object Object]
Bright Shiny Object,[object Object],SOCIAL MEDIA: That wonderful, engaging bright, shiny object seducing us to give up our personal information and trusted friends. Armed with this information, Google believes that it can tailor the SERP to each of us if we would only give them our data. Enter Google+.,[object Object],This particular bright shiny object has an interesting interface: log in and remain logged in, plus it has integrated SEARCH.,[object Object]
Value of Social Networks,[object Object],Just being recognized by users , G+, Facebook, Twitter, blogs and review sites especially. Even after a recommendation, users consult a review site 30% (and growing) before buying.,[object Object],Social sharing informs about popular content,[object Object],Social sharing points to high-quality content,[object Object],Thus, Google and Bing are using link sharing on social networks as SERP ranking factors,[object Object]
Internet Marketing Optimization,[object Object],It is important for businesses to understand and take an integrated approach to Internet marketing optimization,[object Object],How search and social works together to meet overall business objectives,[object Object],Many businesses are rushing to the social bandwagon without kn0wing how or why,[object Object]
Internet Marketing Optimization,[object Object],Most social activities exist because it sounded like a good idea, perhaps “sold”  by their SEO/SMM firm,[object Object],Most businesses start with a particular tactic and not a strategy … win the battle but lose the war.,[object Object],But search and social are merging because Google makes more money if it does.,[object Object]
Adaptation,[object Object],From a search perspective, we must adapt SEO practices to accommodate social signals,[object Object],Social helps SEO by building a community of relevant users that talk about us,[object Object],Relevant users support and advocate, improving overall marketing reach,[object Object],More people seeing your site produces relevant links from random IP, users, anchor and owners – not a spam footprint,[object Object]
Much larger than we thought,[object Object],From a social perspective, it’s being seen as a part of something much bigger than any one marketing tactic,[object Object],Links result in indexing and ranking, leading to visibility to all consumers, including more in the social community,[object Object],Optimization and use of keywords appropriately will result in better acceptance of your authoritative position within the social community,[object Object],This leads to more referrals,[object Object]
Matching Personas,[object Object],We need to match the persona of the searcher to the persona of the website,[object Object],≠,[object Object]
So, Likes improve cave traffic?,[object Object]
Signals,[object Object],Google has stated that they will study clicks on +1 buttons as a signal influencing ranking,[object Object],Ninety-one percent of all search professionals believe that social improves search rankings,[object Object],Google thinks it increases search revenue,[object Object]
Signals,[object Object],Authority of the sharer? (Think link authority),[object Object],How quickly and often is it being re-shared? (Link growth),[object Object],Share text: what does it say?,[object Object],What personas are doing the sharing?,[object Object],Seems that “likes” are the new links.,[object Object]
This means for SEO,[object Object],We need great content and it needs to be shareable by our community,[object Object],We need to promote our content; not spam, but engage and encourage,[object Object],We need to participate in social communities,[object Object],We need to not spread ourselves too thin, participate when it makes sense,[object Object]
This means for SEO,[object Object],These lead to quality, relevant links, and improves branding and reputation.,[object Object],THIS LEADS TO INCREASED RANKINGS.,[object Object],But search is also (mostly) about traffic. There has been a measurable jump in traffic after strategic Twitter announcements.,[object Object]
This means for SEO,[object Object],Correlation is not causation. Because we expect it to help we do it, and by taking that action we bias results. To see if Like and +1 helps, add them, measure, then remove them and re-measure.,[object Object],SEOmoz has some serious correlation charts, and they are worth looking at.,[object Object]
Wappow! Search and Social Hawaii Keynote
SEO's Get Social,[object Object],Bruce ClayPresident, Bruce Clay, Inc,[object Object]

Mais conteúdo relacionado

Destaque

Today's SEO Tomorrow: Social Search & Beyond - Pubcon SFIMA Summit 2014
Today's SEO Tomorrow: Social Search & Beyond - Pubcon SFIMA Summit 2014Today's SEO Tomorrow: Social Search & Beyond - Pubcon SFIMA Summit 2014
Today's SEO Tomorrow: Social Search & Beyond - Pubcon SFIMA Summit 2014Mindy Weinstein
 
The Human Connection: Video Content That Compels by Melissa Palazzo - #SEJSum...
The Human Connection: Video Content That Compels by Melissa Palazzo - #SEJSum...The Human Connection: Video Content That Compels by Melissa Palazzo - #SEJSum...
The Human Connection: Video Content That Compels by Melissa Palazzo - #SEJSum...Search Engine Journal
 
Implement and TRACK Structured Data - SMX East 2014
Implement and TRACK Structured Data - SMX East 2014Implement and TRACK Structured Data - SMX East 2014
Implement and TRACK Structured Data - SMX East 2014Mike Arnesen
 
Steal from the Startups: Entrepreneur Style Growth Tactics for Big Brands by ...
Steal from the Startups: Entrepreneur Style Growth Tactics for Big Brands by ...Steal from the Startups: Entrepreneur Style Growth Tactics for Big Brands by ...
Steal from the Startups: Entrepreneur Style Growth Tactics for Big Brands by ...Search Engine Journal
 
Smokin' Hot Tips for Beacon Marketing By Greg Gifford
Smokin' Hot Tips for Beacon Marketing By Greg GiffordSmokin' Hot Tips for Beacon Marketing By Greg Gifford
Smokin' Hot Tips for Beacon Marketing By Greg GiffordSearch Marketing Expo - SMX
 
How to Improve Your SEO with a Web CMS
How to Improve Your SEO with a Web CMSHow to Improve Your SEO with a Web CMS
How to Improve Your SEO with a Web CMSDNN
 

Destaque (6)

Today's SEO Tomorrow: Social Search & Beyond - Pubcon SFIMA Summit 2014
Today's SEO Tomorrow: Social Search & Beyond - Pubcon SFIMA Summit 2014Today's SEO Tomorrow: Social Search & Beyond - Pubcon SFIMA Summit 2014
Today's SEO Tomorrow: Social Search & Beyond - Pubcon SFIMA Summit 2014
 
The Human Connection: Video Content That Compels by Melissa Palazzo - #SEJSum...
The Human Connection: Video Content That Compels by Melissa Palazzo - #SEJSum...The Human Connection: Video Content That Compels by Melissa Palazzo - #SEJSum...
The Human Connection: Video Content That Compels by Melissa Palazzo - #SEJSum...
 
Implement and TRACK Structured Data - SMX East 2014
Implement and TRACK Structured Data - SMX East 2014Implement and TRACK Structured Data - SMX East 2014
Implement and TRACK Structured Data - SMX East 2014
 
Steal from the Startups: Entrepreneur Style Growth Tactics for Big Brands by ...
Steal from the Startups: Entrepreneur Style Growth Tactics for Big Brands by ...Steal from the Startups: Entrepreneur Style Growth Tactics for Big Brands by ...
Steal from the Startups: Entrepreneur Style Growth Tactics for Big Brands by ...
 
Smokin' Hot Tips for Beacon Marketing By Greg Gifford
Smokin' Hot Tips for Beacon Marketing By Greg GiffordSmokin' Hot Tips for Beacon Marketing By Greg Gifford
Smokin' Hot Tips for Beacon Marketing By Greg Gifford
 
How to Improve Your SEO with a Web CMS
How to Improve Your SEO with a Web CMSHow to Improve Your SEO with a Web CMS
How to Improve Your SEO with a Web CMS
 

Último

Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZKanakChauhan5
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfAnhNguyen97152
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Onlinelng ths
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024Stephan Koning
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsIntellect Design Arena Ltd
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHelene Heckrotte
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato pptElizangelaSoaresdaCo
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 

Último (20)

Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZ
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Online
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking Applications
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato ppt
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 

Wappow! Search and Social Hawaii Keynote

  • 1.
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
  • 27.