This presentation was first created for the Dubai Smart Government Conference held at the Burj Al Arab Hotel in 2014

1. Social Signals: The Convergence
of Social Media, Website
Optimization and Search
Engines
Amit Vyas
CEO, Nexa
@Dubai_CEOs

2. Who
Remembers
2010?

4. Things have
changed…

7. September 2013 saw the first re-write of
Google’s Search Algorithm since 2001

8. The core components of Hummingbird:
• Symantec Search Results
• User Intent
• Interpretation of the query
• Personalization of search results
• Prediction of search queries

9. The core components of Hummingbird:
• Symantec Search Results
• User Intent
• Interpretation of the query
• Personalization of search results
• Prediction of search queries
interactive, conversational or
dialogue-based search results

11. Government of Dubai,
Smartcity Objectives

12. Search really does matter…unlocking
information to those who need it most

13. I want my hard
earned money to
be safe

15. I want to make sure
that I make the best
decisions for my child’s
future

20. This is where content matters…

21. This is where content matters…
Smart Governments can provide:
• Commercial-Free Information

22. This is where content matters…
Smart Governments can provide:
• Commercial-Free Information
• Trusted Advice to those who need it most

23. This is where content matters…
Smart Governments can provide:
• Commercial-Free Information
• Trusted Advice to those who need it most
• A credible knowledge bank

24. This is where content matters…
Smart Governments can provide:
• Commercial-Free Information
• Trusted Advice to those who need it most
• A credible knowledge bank
• The ultimate information resource for
residents, visitors and investors

25. How to create content that users
need.

26. How to create content that users
need and that they can find
exactly when they need it.

27. 1. Research. Use any of the numerous research
tools available to help identify what people
are looking for

28. 1. Research. Use any of the numerous research
tools available to help identify what people
are looking for
2. Use keywords strategically

29. 1. Research. Use any of the numerous research
tools available to help identify what people
are looking for
2. Use keywords strategically
3. Create engaging content that people find
useful

30. 1. Research. Use any of the numerous research
tools available to help identify what people
are looking for
2. Use keywords strategically
3. Create engaging content that people find
useful
4. Make the content easy to share
In (almost) 2014, people are used to sharing
what they find interesting with their friends,
family and colleagues

35. • Number of people that like your brand on Facebook
What are Social Signals?

36. • Number of people that like your brand on Facebook
• Number of Facebook shares
What are Social Signals?

37. • Number of people that like your brand on Facebook
• Number of Facebook shares
• Number of Twitter followers
What are Social Signals?

38. • Number of people that like your brand on Facebook
• Number of Facebook shares
• Number of Twitter followers
• Number of tweets mentioning your brand name or
including a link to your website
What are Social Signals?

39. • Number of people that like your brand on Facebook
• Number of Facebook shares
• Number of Twitter followers
• Number of tweets mentioning your brand name or
including a link to your website
• Number of people that “have you in their circles”
(Google+)
What are Social Signals?

42. 5 Key Takeaways
1. Social Media, SEO and Website Optimization can no
longer work in silos
1. Search offers a tangible ROI for social media activity
2. Content is the undisputed king of digital marketing
activity – but create content STRATEGICALLY
3. Websites must be optimized to allow content to be
easily added and shared across the web
4. Don’t forget mobile – 25% of traffic is coming from
mobile and tablet devices

43. Thanks for listening
Any Questions?
amit@digitalnexa.com
@Dubai_CEOs