[http://bit.ly/M1rD5K ] Social has an impact on search, fe the shift to page authority. It also changed how rankings and keyword data can be used. How can we upgrade quality of SEO while sidestepping these issues? The answer is in here.

1. 1

2. HI! I am Koen, Consultant @ Wijs.

3. But!
The little blue bird calls me @Koen_Verbrugge

4. SEO & itSocial
How to make to the serps?
14h – 14h20

5. On the menu:
Social, since 2009
‣ What hurdles? Why?
2012 & beyond
‣ How to adapt your work?
Do it for the people
‣ Google screws agencies who screw people!

6. 1 ‣ Why some SEO’s got stuck:
3 reasons to not stay behind
6

7. 1 ‣ Why the nostalgia?
Universal VS Personal
7

8. ‣ Does my keyword rank?
Popularity
Relevance } Reliable rankings:
Volume x Position x conversion %
= $€££
8

9. ‣ Does my keyword rank?
Popularity
Relevance } Reliable rankings:
Volume x Position x conversion %
Location = $€££
Language
Previous searches } Contextual rankings:
ok, It still kinda works...
Topicality
+ I can use this to win from giants.
8

10. ‣ Does my keyword rank?
Popularity
Relevance } Reliable rankings:
Volume x Position x conversion %
Location = $€££
Language
Previous searches } Contextual rankings:
ok, It still kinda works...
Topicality
+ I can use this to win from giants.
Preference
Patterns
Social Sphere
} Social rankings:
Aargh Google changed the game on me!
8

11. ‣ Does my keyword rank?
g s
Popularity
Relevance }
i
Reliable rankings:
k n
Volume x Position x conversion %
Location
a
= $€££
n
Language
Previous searches }
e R Contextual rankings:
Topicality
B y ok, It still kinda works...
+ I can use this to win from giants.
y e
Preference
B Patterns
Social Sphere
} Social rankings:
Aargh Google changed the game on me!
8

12. 1 ‣ Why the nostalgia?
Privacy VS Keywords
9

13. ‣ What’s that search volume like?
Keyword not provided:
3-30% not provided? Easily
Male? Up to 3X more secretive
B2B sites? -20% of keywords
Not
prov
ided
10

14. ‣ What’s that search volume like?
Keyword not provided:
3-30% not provided? Easily
Male? Up to 3X more secretive
B2B sites? -20% of keywords
+ Firefox update
Default privacy setting
= 25% Market share!
Not
prov
ided
10

15. ‣ What’s that search volume like?
Keyword not provided:
3-30% not provided? Easily
Male? Up to 3X more secretive
B2B sites? -20% of keywords
+ Firefox update
Default privacy setting
= 25% Market share!
Not
prov
ided
+ Cookie law coming...
10

16. ‣ What’s that search volume like?
rd s
o
Keyword not provided:
w
y
3-30% not provided? Easily
K e
Male? Up to 3X more secretive
B2B sites? -20% of keywords
y e + Firefox update
e B Default privacy setting
B y Not
prov
ided
= 25% Market share!
+ Cookie law coming...
10

17. 1 ‣ Why the nostalgia?
Authority VS Recency
11

18. ‣ Why are the newbies above me?
Authority does not help when competition
is:
1. Fast: QDF: Query deserves freshness
2. Lean: Newsjacking
3. Popular: Social shares
12

19. ‣ Why are the newbies above me?
ta
Authority does not help when competition
s
is:
S i ë
e
1. Fast: QDF: Query deserves freshness
y
B
2. Lean: Newsjacking
e
y
3. Popular: Social shares
B
12

20. 13

21. No more
Keywords X Rankings =
Traffic
13

22. No more
Keywords X Rankings =
Traffic
No more
Content that doesn’t
speek for the brand (but
has a clear keyword).
13

23. We need to be
1. More relevant
2. Less keyword focussed
3. More continuous
14

24. We need to be
1. More relevant
2. Less keyword focussed
3. More continuous
14

25. We need to be
1. More relevant
2. Less keyword focussed
3. More continuous
Social Media Optimization anyone?
14

26. ‣ Edgerank hijacked
Did you know: Brands reach only 7.49% of fans?
X X =
Relevance Engagement Timing Results
Friends Comments Since post
Clicks/comment: 14
Fans Since interaction
Likes
Clicks/like: 3
Viral
Impression
Clicks/impression: 0,005
15

27. ‣ Edgerank hijacked
FB shares & page authority have same correlation.
X X =
Relevance Engagement Timing Results
Topics, Social Shares, Launch,
G+ > FB Share > Twitter
Influencers, Link,
CTR&Bounce.
Audience. Maintain.
16

28. 2 ‣ 2012 & Beyond
How to make it work?
17

29. 2 ‣ How to make it work?
Needs before keywords
“I love the keyword, but it doesn’t actually match my product”
18

30. ‣ Research relevant topics
1. Brand identity + Product portfolio
= Tone of voice + Basic proposition + Product-priorities
19

31. ‣ Research relevant topics
1. Brand identity + Product portfolio
2. Market research
= User needs + Perception + Product use
19

32. ‣ Research relevant topics
1. Brand identity + Product portfolio
2. Market research
3. The topics that unite client & visitor
19

33. ‣ What kind of topics?
Segment topics: Map topics to goals
Comparable to SEA Campaigns: Comparabel to communication strategies:
•Targeted on specific needs • On category needs
•For maximum conversion. • On competitive advantages
•Warning; Content can have more purposes • On Conversions
• On Testimonials & advocacy
• On earned media

34. ‣ Strategic topic-clusters: Brief example
Benefit: To be exploited Ambitions: To be used Needs: To be used Trigger: To be used in CTA
A"ract Acquire Engage Convert Deliver Upsell Referral
Probleem? Op=es? Evalueer? Kies? Koop
/
test Vul
aan Vertel
verder
Topic Topic Topic Topic Topic Topic Topic
Topic Topic Topic Topic Topic Topic Topic

35. What people need? We place it
right where we want them.
Now ‘Let them find it’.
22

36. 2 ‣ How to make it work?
Words for the Needs
“I love how the content tells the brand story, but will it attract traffic?”
23

37. 2 ‣ How to make it work?
Words & authors
Words for the Needs
“I love how the content tells the brand story, but will it attract traffic?”
...attract the potential buyers?”
23

38. ‣ 2012 & Beyond
‣ Prepare for maximum (social) search reach
1. We need to speak the same language
Use social monitoring & user surveys
24

39. ‣ 2012 & Beyond
‣ Prepare for maximum (social) search reach
1. We need to speak the same language
2. We need to communicate through google
Broad adwords campaigns help discover keywords
24

40. ‣ 2012 & Beyond
‣ Prepare for maximum (social) search reach
1. We need to speak the same language
2. We need to communicate through google
3. You’ll need the power of the people
Reach out to influentials for credibility and distribution
24

41. ‣ 2012 & Beyond
‣ Prepare for maximum (social) search reach
1. We need to speak the same language
2. We need to communicate through google
3. You’ll need the power of the people
Optimised for research & referral
24

42. Is your content mutually
beneficial,
believable,
targeted?
25

43. Is your content mutually
beneficial,
<- Go Back believable, Go Further ->
targeted?
25

44. 2 ‣ How to make it work?
Make words sticky
“Will it stand out? Is it a viral?”
26

45. ‣ 2012 & Beyond
‣ To reach is to multiply:
1. On the result pages?
CTR affects rankings,
Metadata affects CTR.
2. On social sites?
The right image, timing & meta-data cause shares,
Shares affect rankings.
3. On the content itself?
Is it shareable? Do you ask?
Is there any benefit to sharing it?
27

46. Social shares are powerful, but have a short fuse
be sure to Jumpstart your subject.

47. ‣ 2012 & Beyond
‣ On the result page:
Use the backchannel
+ Make it about ‘us’
29

48. ‣ 2012 & Beyond
‣ On the result page:
Use the backchannel
+ Make it about ‘us’
29

49. ‣ 2012 & Beyond
‣ On the result page:
Use the backchannel
+ Make it about ‘us’
29

50. ‣ 2012 & Beyond
‣ On the result page:
Use the backchannel
+ Make it about ‘us’
Sales
29

51. ‣ 2012 & Beyond
‣ On the result page:
Use the backchannel
+ Make it about ‘us’
Sales
Links
29

52. ‣ 2012 & Beyond
‣ On the result page:
Use Markup in your CMS
+ Let an authority write for you
=
Be noticed (rich snippet)
Use the network (social)
30

53. ‣ 2012 & Beyond
‣ On the result page:
Gather an audience
+ Cater to the public
=
Get testimonials (rich snippet)
Enlarge the network (social)
31

54. One validation leads to the next, we call it viral.
Viral is never
promised but always
facilitated.

55. ‣ 2012 & Beyond
‣ On the social sites:
Use FB Markup in your CMS
+ Make it work for you
• High contrasting pictures.
• Clear call to interaction/Tease please.
(Why/How/would you?)
• Use interpunction in micro-copy / It draws attention.
• Make it singleminded
33

56. ‣ 2012 & Beyond
‣ On the social sites:
Adapt copy if necessary
+
(fire the copywriter if necessary)
Make it work for you
• High contrasting pictures.
• Clear call to interaction/Tease please.
(Why/How/would you?)
• Use interpunction in micro-copy / It draws attention.
• Make it singleminded
34

57. ‣ 2012 & Beyond
‣ On the social sites:
Never use on facebook
Automatic push:
•It lowers visibility.
•It makes your message generic
Shortlinks
•It takes away SEO-worth
•It makes link less trusted
But it’s ok on Blogspot,..
35

58. your site
Last but not least,
should not suck.

59. I do hope you knew that
37

60. ‣ 2012 & Beyond
‣ They won’t share:
• Advertising space with content.
But they might share a jpeg - without link.
• Why you are so important text.
Remember me saying mutually beneficial?
• This is so not who I am design.
What you share speaks volumes about te sharer, Would
you like to be affiliated with user-unfriendliness?
38

61. ‣ 2012 & Beyond
‣ Sharebait won’t work:
• If your link has parameters.
Pro-tip: Force a ‘/’ at the end.
• If you 301 redirect the page.
Social does not bend that way
• If the sharer is a fraud.
There’s a reason low-quality links are dropping out.
Don’t go there again!
39

62. 2 ‣ How to make it work?
Measure for Optimisation
“What to measure when content serves for inflow, engagement & amplification?”
40

63. ‣ Start to measure like a publisher
1. Segment your content per topic
Analyse topic clusters & landingpages - don’t miss the keyword data.
Check if clusters serve their purpose/are leveraged.
2. Implement social tracking/Conversions
What is shared? When is it shared?
What content-type works for you? On- & off site?
3. Measure you’re distribution channels
Do you have a loyal audience that awaits content?
What are the loyalty rates?
What topics work best & can you optimise?
41

64. 3 ‣ Conclusions
Do you see SEO in 3D?
42

65. Contentwise:
There is no social or SEO.
(technically you could try to be non-competitive)
43

66. Do you know?
Dead weight %
Loyalty rates?
Social conversion%
Start tomorrow
44

67. Thank you for listening,
Let’s make search even better.

68. Visit me @
Twitter
Wijs
Linkedin