Today's SEO Tomorrow: Social Search & Beyond - Pubcon SFIMA Summit 2014
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The document outlines survival tips for SEO in light of changes to search engine algorithms and the rise of social search. It discusses recognizing the impact of personalized search, understanding how social signals impact rankings, and publishing the right content. Keyword research, surveys, and personas are recommended to understand personalized search. Metrics like shares, likes, comments and social mentions are important social signals. The right content should target customer interests and be distributed across social networks using keywords that encourage sharing.
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Semelhante a Today's SEO Tomorrow: Social Search & Beyond - Pubcon SFIMA Summit 2014
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Today's SEO Tomorrow: Social Search & Beyond - Pubcon SFIMA Summit 2014
- 1. www.BruceClay.com Tomorrow's SEO Today - Social Search and Beyond Presented by: Mindy Weinstein
- 2. www.BruceClay.com SEO Manager at Bruce Clay, Inc. Trainer of SEOToolSet courses Published author Former business professor Marketing for 10 years and SEO for 6+ Connect with me! @mindydweinstein www.linkedin.com/pub/mindy- weinstein/6/289/121/ plus.google.com/+MindyWeinstein/
- 4. www.BruceClay.com SEO—it’sSEO—it’s about succeedingabout succeeding today and being ready fortoday and being ready for tomorrow.tomorrow. “…the bold survive.” – Ferris Bueller“…the bold survive.” – Ferris Bueller
- 5. www.BruceClay.com Survival Tip #1: Recognize theSurvival Tip #1: Recognize the impact of personalized search.impact of personalized search.
- 6. www.BruceClay.com bit.ly/1gCmbp3 “The aggregate results of every search ever entered, every result ever tendered, and every path taken as a result.” “a massive database of desires, needs, wants, and likes that can be discovered, subpoenaed, archived, tracked, and exploited to all sorts of ends.” “a massive database of desires, needs, wants, and likes that can be discovered, subpoenaed, archived, tracked, and exploited to all sorts of ends.”
- 8. www.BruceClay.com Keyword research is the secret to dealing with personalization Personas: you might need a market research company Surveys can take out the mystery too What to use: Seotools.com/ksp-tool, Survey Monkey
- 11. www.BruceClay.com Survival Tip #2: Know howSurvival Tip #2: Know how social signals impact rankings.social signals impact rankings.
- 12. www.BruceClay.com The new era of search is and will be driven by social Consumers are seeking signs of credibility and trustworthiness Social expands your reach and visibility Comments, shares, likes and votes are important
- 13. www.BruceClay.com What happens as aWhat happens as a resultresult ofof social shares is what matters.social shares is what matters. Article: Social Signals and SEO bit.ly/1is4uXx
- 14. www.BruceClay.com Questions to ask yourself: Are pages socially popular (links, likes and +1's)? What to use: Feedthebot.com Does the site get mentioned (nofollow/buzz) often? What to use: MajesticSEO Does the site use a social plugin that can be tracked in Google Analytics? What to use: ShareThis & AddThis plugins
- 16. www.BruceClay.com Which social network is appropriate for your business? Twitter: Build awareness through fast feedback Facebook: Local and national brands LinkedIn: Consultants, personal brands and B2B reach Google+: Conversationalists plus max SEO benefits Instagram: Public diarists Pinterest: Visual candy collectors What to read: Social Media for Business: Which Social Networks Should Your Brand Invest In? bit.ly/1luRjXD
- 17. www.BruceClay.com Survival Tip #3: Publish theSurvival Tip #3: Publish the right content.right content.
- 18. www.BruceClay.com Create content that your customers care about Push content to social networks—don’t work in a vacuum Frequency: What are your competitors doing? What do your customers expect? Content fuels social search What to use: Addictomatic.com
- 20. www.BruceClay.com Use the right words to encourage shares Twitter: “free,” “use,” “check out,” “retweet,” & “blog” Facebook: “when,” “post,” “where,” “tell us,” & “deals” LinkedIn: “created,” “researched,” “won,” “developed” and “under budget” Google+: “share,” “create,” “promote,” “increase,” & “discover” What to read: The Surprising Words That Get Content Shared on Social Media bit.ly/1rmi1Dv
- 21. www.BruceClay.com Consider sponsored posts: What to read: The Complete Guide to Growing Your Organic Facebook Reach bit.ly/1h6LMqv
- 23. www.BruceClay.com Wait a few weeks and then measure What to use: Google Analytics, MajesticSEO, Feedthebot.com/tools/social/
- 24. www.BruceClay.com 1. Recognize the impact of personalized search. 2. Know how social signals impact rankings. 3. Publish the right content. 4. “Stop and look around once in a while”… otherwise you might miss what’s changing!