Treating Search Marketing and Social Media as separate silos is outdated thinking. Savvy marketers are finding ways to use social media channels to boost SEO and lead generation. It began with creating social profiles and social bookmarks to boost search rankings. But as social signals rise in influence as a ranking factor, the game has changed again. Social annotations on paid and organic search results are now giving a measurable boost to social-savvy businesses.
Google created their own social network, Google +, to unify and “social-ize” all of their products, from YouTube to Gmail to Android OS, not just to directly compete with Facebook. While some analysts label Google+ a ‘ghost town’, the ‘plus-ification’ of Google’s many offerings and the ubiquity of Android point to a future which you ignore at your peril.
What is Google+ and why you should care
How Google’s +1 has emerged as this year’s ‘must-have’ SEO Strategy
How to create a Google+ page that can influence your search ranking immediately
[Webmarketing123] socialize your seo strategy with google+ (digest)
1. Socialize Your SEO Strategy with Google+
Today’s Hosts:
Evan Specter
Content Marketing
Specialist
Chandler Galt
Account Manager
Social Media
facebook.com/webmarketing123 #webmarketing123
2. Founded in 2004 Custom KPI-based Scorecards
120+ Clients Proprietary Attribution Tool
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3. Some Practical Matters
• Are the slides available? Yes! Just email
seo@webmarketing123.com
• Connect with us #webmarketing123
on Social Media
facebook.com/webmarketing123
• Want to learn more?
Request a Complimentary SEO Assessment
or Social Media Audit Today.
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4. Webinar Agenda
SEO
Social Media
The Impact of
Google+ on SEO
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5. Social Media
Adoption & Value
Social Media isn‟t a fad.
It‟s the New Word-of-Mouth.
It‟s Content Marketing.
And it‟s SEO.
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6. Social Media
Adoption & Value
Social Media Marketing Usage
Source: BtoB magazine: Social Media Marketing Research, May 2012
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7. Social Media
Adoption & Value
Social Media Spending among B2B Marketers
Source: Webmarketing123‟s State of Digital Marketing Report, 2011
Now 64%
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8. Social Media
Adoption & Value
Social Media Adoption Curve Accelerating
Source: BtoB magazine: Social Media Marketing Research, May 2012
2013
2012
2011
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9. Social Media
Adoption & Value
Which Social Media Platform is Most Important
for Marketing?
Source: BtoB magazine: Social Media Marketing Research, May 2012
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10. Social Media
Adoption & Value
Effectiveness of Social Media Marketing by Goal
Source: BtoB magazine: Social Media Marketing Research, May 2012
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11. Social Media
Google+
Google+ Facts & Stats
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12. Social Media
Google+
Google+ Facts & Stats
• Launched on June 28th, 2011 (not even 1 yr old!).
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13. Social Media
Google+
Google+ Facts & Stats
• Launched on June 28th, 2011 (not even 1 yr old!).
• Reached 10 million users in about 2 weeks. Now at 120 million+
#webmarketing123
14. Social Media
Google+
Google+ Facts & Stats
• Launched on June 28th, 2011 (not even 1 yr old!).
• Reached 10 million users in about 2 weeks. Now at 90 million+
• 67% of Google+ users are male (mirror image to Pinterest).
#webmarketing123
15. Social Media
Google+
Google+ Facts & Stats
• Launched on June 28th, 2011 (not even 1 yr old!).
• Reached 10 million users in about 2 weeks. Now at 90 million+
• 67% of Google+ users are male (mirror image to Pinterest).
• Google‟s “+1” button is served more than 5 billion times daily.
#webmarketing123
16. Social Media
Google+
Google+ Facts & Stats
• Launched on June 28th, 2011 (not even 1 yr old!).
• Reached 10 million users in about 2 weeks. Now at 90 million+
• 67% of Google+ users are male (mirror image to Pinterest).
• Google‟s “+1” button is served more than 5 billion times daily.
• Gaining more than 625,000 users per day.
#webmarketing123
17. Social Media
Google+
Google+ Facts & Stats
• Launched on June 28th, 2011 (not even 1 yr old!).
• Reached 10 million users in about 2 weeks. Now at 90 million+
• 67% of Google+ users are male (mirror image to Pinterest).
• Google‟s “+1” button is served more than 5 billion times daily.
• Gaining more than 625,000 users per day.
• In less than 1 day, the Google+ iPhone App became the most
popular free iPhone app.
#webmarketing123
18. Social Media
Google+
Google+ Facts & Stats
• Launched on June 28th, 2011 (not even 1 yr old!).
• Reached 10 million users in about 2 weeks. Now at 90 million+
• 67% of Google+ users are male (mirror image to Pinterest).
• Google‟s “+1” button is served more than 5 billion times daily.
• Gaining more than 625,000 users per day.
• In less than 1 day, the Google+ iPhone App became the most
popular free iPhone app.
• 60% of Google+ users log in every single day! (vs 50% for Twitter).
#webmarketing123
19. Social Media
Google+
Google+ Facts & Stats
• Launched on June 28th, 2011 (not even 1 yr old!).
• Reached 10 million users in about 2 weeks. Now at 90 million+
• 67% of Google+ users are male (mirror image to Pinterest).
• Google‟s “+1” button is served more than 5 billion times daily.
• Gaining more than 625,000 users per day.
• In less than 1 day, the Google+ iPhone App became the most
popular free iPhone app.
• 60% of Google+ users log in every single day! (vs 50% for Twitter).
• 80% engage on a weekly basis.
#webmarketing123
20. SEO
How is Google’s algorithm changing?
Panda
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21. SEO
How is Google’s algorithm changing?
• Targeting “webspam” and “overoptimization”
• Black Hat Techniques
Penguin
• Link Schemes / Spam
• Keyword Stuffing
#webmarketing123
22. Social and SEO
Social Media SEO
Indexing
Branding
PR Ranking
Exclusive
Engagemen
Placement
t
Loyalty Traffic
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25. The Impacts of
Social on SEO
Social Drives Search Queries
The # of Queries influence rankings
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26. The Impacts of
Social on SEO
Social Drives Search Queries
The # of Queries influence rankings
Social Signals a Ranking Factor
Shares = “votes”
#webmarketing123
27. The Impacts of
Social on SEO
Social Drives Search Queries
The # of Queries influence rankings
Social Signals a Ranking Factor
Either directly or indirectly. Shares = “votes”
Social yields press
Sometimes links, plus News in the SERP
#webmarketing123
28. The Impacts of
Social on SEO
Social Drives Search Queries
The # of Queries influence rankings
Social Signals a Ranking Factor
Shares = “votes”
Social yields press
Sometimes links, plus News in the SERP
#webmarketing123
29. The Impacts of
Social on SEO
Social Drives Search Queries
The # of Queries influence rankings
Social Signals a Ranking Factor
Shares = “votes”
Social yields press
Sometimes links, plus News in the SERP
Social yields permanent links
#webmarketing123
30. The Impacts of
Social on SEO
Improve Rankings
Personalized content
appears (higher) in
SERP
#webmarketing123
32. The Impacts of
Social on SEO
Improve Rankings
Personalization enabled by default
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33. The Impacts of
Social on SEO Triggers Indexing
SEOMoz test confirmed
G+ assists indexing
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34. The Impacts of
Social on SEO New/Exclusive Real Estate
People & Pages on G+
• Prime real estate in the „golden triangle‟
• Exclusive to G+ pages
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35. The Impacts of
Social on SEO
Boost CTR and Traffic
Author images
pulled from G+
pages
Social annotations
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36. The Impacts of
Social on SEO
Boost CTR and Traffic
G+ pages presented within
recommended searches
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37. The Impacts of
Social on SEO
Recommendations
• Google+ Page
• Google+ Badge
• Create and Share Content
• +1 Button
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38. The Impacts of
Social on SEO
Create a G+ Page
Tagline
Photostrip
Information
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39. The Impacts of
Social on SEO
Add a G+ Badge
Badge on
homepage
• Allows users to find your G+ Page
• Best way to build a following
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40. The Impacts of
Social on SEO
Create and Share Content
Organize
your circles
Follow your
fans updates
Update frequently
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41. The Impacts of
Social on SEO
Create and Share Content
• Establish your brand as a thought leader
• Encourage circling and build a following
• Modifies SERP for users
• Influences inclusion in People & Pages
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42. The Impacts of
Social on SEO Use the Button
• Helps with indexing content
• Highlights content on SERP
• Influences inclusion in People & Pages
• May create a popularity effect
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43. The Impacts of
Social on SEO Use the Button
Customize your +1 button and +snippet
• http://www.google.com/webmasters/+1/button/
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44. The Impacts of
Social on SEO Implement rel=author
Authenticated Authors are displayed prominently
• http://www.blindfiveyearold.com/how-to-implement-rel-author
• http://www.google.com/insidesearch/features/authorship/index.html
#webmarketing123
45. The Impacts of
Social on SEO
Link Your Adwords
+1‟s to your ad will
flow to your G+ page
#webmarketing123
46. The Impacts of
Social on SEO
Get into People & Pages
Factors influencing whether you appear:
• Reach and circle membership
• Recency of activity
• Frequency of activity
• Number of +1‟s
• Comments and sharing
• Query relevancy
#webmarketing123
47. Key Takeaways
1 Social Signals are votes, analagous to links, and will play an
increasingly important role as search result personalization evolves.
2 Google+ is evolving rapidly to be a new social layer across all
Google products. While it doesn‟t have Facebook‟s ubiquity, its
integration makes it a must-have for B2B and B2C marketers.
3 Develop your content strategy. Win mindshare, friends and the SERP.
#webmarketing123
48. Request a Customized SEO Assessment
or Social Media Audit Today.
#webmarketing123
49. What can you learn from speaking with one of our analysts?
Social Media Audit Take a hard look at your competitors
“Cost of the Problem” Analysis Compare digital strategies
Request a Consultation: seo@webmarketing123.com
bit.ly/wm123seo
Talk to Us: Evan@webmarketing123.com
Chandler.g@webmarketing123.com
facebook.com/webmarketing123 #webmarketing123
Notas do Editor
I took a look at the companies that registered for today’s webinar. The vast majority of you are B2B companies, from a wide range of fields, including logistics, telephony, IT, enterprise software or software development or integration, manufacturing (whether of hardware, sensors or chemicals). Many of you have created marketplaces or platforms. Many of you are disrupting your market, creating efficiencies and jobs. And
Then we’ll take a closer look at how social signals are influencing search rankings, and in particular how you can use Google+ and +1 buttons as a relatively future-proof SEO strategy. We’ll follow that with a more hands-on section of what to do first and exactly how.
I’ll express my thanks to John Distefano, research director at B2B Magazine, a fellow New Yorker. Just a few days ago, he presented the results of their very recent of almost 700 B2B companies. I’ll share a few highlights. No surprise that the 3 horsemen, Linked In, Twitter and FB have been adopted by 4 out of 5 companies. More surprising are the next resutls- YouTube, blogging, and Google+. Overall, more than 70% of b-to-b marketers are now using social media for marketing purposes, and 2/3 plan to increase their spending on social media marketing this year.
That 2/3 figure is up incrementally from what we found in our last research, when we saw 60% planning to increase their social media spending.
The curve is accelerating, with the degree of involvement ramping up rapidly.
So while only 1% of B2B Companies consider Google+ most important, 35% are using it. Keep in mind that it’s standard practice to re-purpose the same content across multiple platforms. We know that blogging and LinkedIn tends to drive the most customers to B2B, and FB drives the most conversions for B2C.
So while only 1% of B2B Companies consider Google+ most important, 35% are using it. Keep in mind that it’s standard practice to re-purpose the same content across multiple platforms.
Incentivize brands to participate, with the promise of benefit In search rankings.“Artificially” create their own user basePush usage via the SERP
The 2 main drivers of growth are the 500,000+ DAILY Android Activations, plus new gmail users and other google services signups, all prompted to activate their google+ profile.
We know it’s briefly, likely still just a few minutes, compared to 400+ minutes/month on Facebook.
61% of users share experiences to praise the brandAdvocates are 50% more likely to influence purchasesAdvocates are 4 times as likely to share information about experiences
So while only 1% of B2B Companies consider Google+ most important, 35% are using it. Keep in mind that it’s standard practice to re-purpose the same content across multiple platforms.
Each campaign performs differently, so we can't predict how your clickthrough rate (CTR) will change for individual campaigns. However, we believe that including the +1 button on ads will increase the overall CTR of many AdWords campaigns, as the annotations that appear on ads after they’ve been +1’d should increase user engagement. GOOGLE MESSAGE BOARD
Each campaign performs differently, so we can't predict how your clickthrough rate (CTR) will change for individual campaigns. However, we believe that including the +1 button on ads will increase the overall CTR of many AdWords campaigns, as the annotations that appear on ads after they’ve been +1’d should increase user engagement. GOOGLE MESSAGE BOARD
Mashable was one of the first brands to put its presence on Google+.
Follow your Google+ page’s fans by moving them into Circles. Curate content- like a magazine for professionals in your field. What are you finding interesting? Participate in the conversation. Self-promotion should be a quarter or less.
A link from your blog post or article to your author page using rel=”author”A link from your author page to your Google profile page using rel=”me”A link from your Google profile page to your author page using rel=”me”
Big Plans begin with small steps. What step can you take today?
What can you learn from speaking with one of our analysts?
“Cost of the Problem” Analysis: Discover the cost of not ranking in the top positions on search engines. How much revenue is being lost to competitors with the best rankings? Take a hard look at your competitors: Find out where you rank against your top competitors and what tactics they’re employing.Comparison of different digital strategies: Paid Search, Organic Search, Display Advertisiing, Social Media Marketing.