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Social and the Search Landscape
January 2016
Cindy Turrietta | Search Marketing Strategist | Cindy@CindyTConsulting.com
https://www.facebook.com/affordablesearchengineranking
http://www.linkedin.com/in/cindytconsulting
https://twitter.com/cindyturrietta
Agenda
• The Integration of Social Media in Search
• How Social Media Affects Organic Rankings
• Tips & References
Definitions
SEO (search engine optimization) is the process of
affecting the visibility of a website or a web page in a
search engine's "natural" or un-paid ("organic") search
results.
Social Media (SMM: Social Media Marketing) refers to
the means of interactions among people in which they
create, share, and exchange information and ideas in
virtual communities and networks.
Social Media = WOM source
Make the best or most effective use of (a situation, opportunity,
or resource).
To make as effective, perfect, or useful as possible.
Optimize
The Integration of Social Media
in Search
MOZ 2015 Search Engine
Ranking Factors
Moz.com survey of over 150 leading search marketers who provided expert opinions on over 90 ranking factors.
Numbers shown are mean Spearman's correlation with higher rankings, meaning that a higher number indicates that
websites/pages with the given feature tended to rank higher on average than those without.
MOZ 2015 Social Media
Correlation Findings
Numbers shown are mean Spearman's
correlation with higher rankings,
meaning that a higher number
indicates that websites/pages with the
given feature tended to rank higher on
average than those without.
Note:
Correlation is not causation!
Just because websites/pages with a
given feature tend to rank higher,
doesn't necessarily mean that this
particular feature is the cause of that
higher ranking.
Benefits of an Optimized
Social Media Strategy
● Increases visibility & traffic
● Supports brand awareness
● Encourages audience engagement
● Leads to conversions
Do - Be - Have
●Keyword rich and engaging
●Consistent approach
●Motivate others
●Broadcast system
●Link to your own content
●Think Likeable, Linkable and Shareable
●Brainstorm ideas i.e. create a mascot?
Why?
❏Optimized posts signal new content
❏Fresh content attracts Google & others
❏Targeted content provides additional visibility
❏Visibility to the right audience contributes
to conversions!
How Social Media Affects
Organic Listings
The Social Affect
● Brand Awareness
● Encourages engagement
–Visibility in the engines
● Influences clicks
–Creates trust
● Contributing factor in conversions
Engagement Study
https://blog.shareaholic.com/social-media-traffic-engagement-03-2014/
“Direct” SEO Impact?
• Links/content on Facebook pages?
• Facebook shares & Twitter followers?
• Tweets?
• Google+?
The Only Constant is Change
●Increased inbound links and citations
●Increased positive reviews
●Increased repeat visitors
Indirect Impact: Possibilities
No Direct SEO Impact
• Facebook Likes
• Twitter links are rel=”nofollow”
• Personal Facebook walls
Do your own tests!
http://tinyurl.com/qdeovko
• Google looks at “Author Authority” based on Twitter
profile and activity
• Bing looks at “Social Authority” based on Twitter
profile
A Note about Twitter Authority
http://www.seomoz.org/blog/your-guide-to-social-signals-for-seo
http://www.stonetemple.com/author-authority-and-social-media-with-bings-paul-yiu/
Just Do It!
• Choose Social Circles
• Promote Profiles
• Include Links
• Plan Posts
• Encourage Evangelists!
Tips & References
Blog Tips
• Preferably on your own domain in a sub-directory
(NOT a sub-domain)
• Post focused, keyword rich, long-tail content regularly
• Make social bookmarking and sharing buttons visible for
easy findability
• Link to social content when appropriate
Google+ Tips
• Use hashtags relevant to your brand, topic or industry
responsibly
• Complete your information on your bio or about page
with a clear photo or logo image
• Post focused, keyword rich content regularly
• Publish posts with links to pages that are new or not yet
indexed for easy indexing by Google
Facebook Tips
• Use hashtags relevant to your brand, topic or industry
responsibly
• Images are good
• Video uploaded directly is good
• Take advantage of Notes to promote pages on your site
• Use full-length URLs for credibility
• Take advantage of FB’s scheduling to schedule posts for
later dates
Twitter Tips
● Keyword rich account description
● Use on-topic keywords
● Use keyword-focused #hashtags responsibly
● URL shorteners for links
● Engage with Twitter influencers
● Use @ to mention people, places, things
Pinterest Tips
• Utilize Rich pins with Schema.org or Open Graph
metatags
• Pinterest is now accepting video and pdfs
• Create short captions & descriptions of about 150-200
characters
• Use brand #hashtags to increase engagement
• Use top performing hashtags when applicable
Trusted References:
• Your Guide to Social Signals for SEO
http://www.seomoz.org/blog/your-guide-to-social-signals-for-seo
• Matt Cutts: Google+1s Don’t Lead to High Ranking
http://searchenginewatch.com/article/2290337/Matt-Cutts-Google-1s-Dont-Lead-to-Higher-Ranking
• It’s Not He Said She Said Over Google Rankings & Facebook Shares
http://searchengineland.com/its-not-he-said-she-said-over-google-rankings-facebook-shares-80601
• Does Google Use Facebook Shares to Influence Search Rankings?
http://www.seomoz.org/blog/does-google-use-facebook-shares-to-influence-search-rankings
• What Social Signals Do Google & Bing Really Count?
http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389
Inquiring Minds Want to Know...
Social and the Search Landscape
January 2016
Cindy Turrietta | Search Marketing Strategist | Cindy@CindyTConsulting.com
https://www.facebook.com/affordablesearchengineranking
http://www.linkedin.com/in/cindytconsulting
https://twitter.com/cindyturrietta

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Social and the Search Landscape - C.Turrietta Jan 2016

  • 1. Social and the Search Landscape January 2016 Cindy Turrietta | Search Marketing Strategist | Cindy@CindyTConsulting.com https://www.facebook.com/affordablesearchengineranking http://www.linkedin.com/in/cindytconsulting https://twitter.com/cindyturrietta
  • 2. Agenda • The Integration of Social Media in Search • How Social Media Affects Organic Rankings • Tips & References
  • 3. Definitions SEO (search engine optimization) is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results. Social Media (SMM: Social Media Marketing) refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks. Social Media = WOM source
  • 4. Make the best or most effective use of (a situation, opportunity, or resource). To make as effective, perfect, or useful as possible. Optimize
  • 5. The Integration of Social Media in Search
  • 6. MOZ 2015 Search Engine Ranking Factors Moz.com survey of over 150 leading search marketers who provided expert opinions on over 90 ranking factors. Numbers shown are mean Spearman's correlation with higher rankings, meaning that a higher number indicates that websites/pages with the given feature tended to rank higher on average than those without.
  • 7. MOZ 2015 Social Media Correlation Findings Numbers shown are mean Spearman's correlation with higher rankings, meaning that a higher number indicates that websites/pages with the given feature tended to rank higher on average than those without. Note: Correlation is not causation! Just because websites/pages with a given feature tend to rank higher, doesn't necessarily mean that this particular feature is the cause of that higher ranking.
  • 8. Benefits of an Optimized Social Media Strategy ● Increases visibility & traffic ● Supports brand awareness ● Encourages audience engagement ● Leads to conversions
  • 9. Do - Be - Have ●Keyword rich and engaging ●Consistent approach ●Motivate others ●Broadcast system ●Link to your own content ●Think Likeable, Linkable and Shareable ●Brainstorm ideas i.e. create a mascot?
  • 10. Why? ❏Optimized posts signal new content ❏Fresh content attracts Google & others ❏Targeted content provides additional visibility ❏Visibility to the right audience contributes to conversions!
  • 11. How Social Media Affects Organic Listings
  • 12. The Social Affect ● Brand Awareness ● Encourages engagement –Visibility in the engines ● Influences clicks –Creates trust ● Contributing factor in conversions
  • 13.
  • 15. “Direct” SEO Impact? • Links/content on Facebook pages? • Facebook shares & Twitter followers? • Tweets? • Google+?
  • 16. The Only Constant is Change
  • 17.
  • 18.
  • 19.
  • 20.
  • 21. ●Increased inbound links and citations ●Increased positive reviews ●Increased repeat visitors Indirect Impact: Possibilities
  • 22. No Direct SEO Impact • Facebook Likes • Twitter links are rel=”nofollow” • Personal Facebook walls Do your own tests! http://tinyurl.com/qdeovko
  • 23. • Google looks at “Author Authority” based on Twitter profile and activity • Bing looks at “Social Authority” based on Twitter profile A Note about Twitter Authority http://www.seomoz.org/blog/your-guide-to-social-signals-for-seo http://www.stonetemple.com/author-authority-and-social-media-with-bings-paul-yiu/
  • 24. Just Do It! • Choose Social Circles • Promote Profiles • Include Links • Plan Posts • Encourage Evangelists!
  • 26. Blog Tips • Preferably on your own domain in a sub-directory (NOT a sub-domain) • Post focused, keyword rich, long-tail content regularly • Make social bookmarking and sharing buttons visible for easy findability • Link to social content when appropriate
  • 27. Google+ Tips • Use hashtags relevant to your brand, topic or industry responsibly • Complete your information on your bio or about page with a clear photo or logo image • Post focused, keyword rich content regularly • Publish posts with links to pages that are new or not yet indexed for easy indexing by Google
  • 28. Facebook Tips • Use hashtags relevant to your brand, topic or industry responsibly • Images are good • Video uploaded directly is good • Take advantage of Notes to promote pages on your site • Use full-length URLs for credibility • Take advantage of FB’s scheduling to schedule posts for later dates
  • 29. Twitter Tips ● Keyword rich account description ● Use on-topic keywords ● Use keyword-focused #hashtags responsibly ● URL shorteners for links ● Engage with Twitter influencers ● Use @ to mention people, places, things
  • 30. Pinterest Tips • Utilize Rich pins with Schema.org or Open Graph metatags • Pinterest is now accepting video and pdfs • Create short captions & descriptions of about 150-200 characters • Use brand #hashtags to increase engagement • Use top performing hashtags when applicable
  • 31. Trusted References: • Your Guide to Social Signals for SEO http://www.seomoz.org/blog/your-guide-to-social-signals-for-seo • Matt Cutts: Google+1s Don’t Lead to High Ranking http://searchenginewatch.com/article/2290337/Matt-Cutts-Google-1s-Dont-Lead-to-Higher-Ranking • It’s Not He Said She Said Over Google Rankings & Facebook Shares http://searchengineland.com/its-not-he-said-she-said-over-google-rankings-facebook-shares-80601 • Does Google Use Facebook Shares to Influence Search Rankings? http://www.seomoz.org/blog/does-google-use-facebook-shares-to-influence-search-rankings • What Social Signals Do Google & Bing Really Count? http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389
  • 32. Inquiring Minds Want to Know...
  • 33. Social and the Search Landscape January 2016 Cindy Turrietta | Search Marketing Strategist | Cindy@CindyTConsulting.com https://www.facebook.com/affordablesearchengineranking http://www.linkedin.com/in/cindytconsulting https://twitter.com/cindyturrietta