The Relationships Between Social Media and Search
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# Social signals that Google and Bing use to influence search results # Using social sites to own search results and gain impressions for your brand # Leveraging social sites for brand impressions and a traffic channel # Tips for search & social cross-channel optimization
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The Relationships Between Social Media and Search
- 1. SEO ‘sSocial.The relationship between social media + search results and performance lauralippay Feb 2011 Laura Lippay www.lauralippay.com
- 2. who am i? search + social + integrated marketing consultant for enterprise agency startup @lauralippay lauralippay.com
- 3. How can social media affect search? www.lauralippay.com
- 4. 1 Owning search results through social. www.lauralippay.com
- 5. What happens when you own SERPS through social? You control what people see in search results about your brand. You have more brand impressions in search results. You encourage direct traffic (to your site directly from SERPS) and indirect traffic (to your site indirectly trough a social network). www.lauralippay.com
- 6. Example: Specialty’s.(you’ll want to be like these guys). www.lauralippay.com
- 7. specialtys café = 1,300 searches a month specialtys bakery = 1,900 searches a month www.lauralippay.com
- 8. Local Chicago site www.lauralippay.com
- 9. Example: Kirby Vacuum.(you don’t want to be like these guys) www.lauralippay.com
- 10. kirby vacuum = 90,500 searches a month www.lauralippay.com
- 11. The website is listed three times on the first page of SERPS. Good. Local Kirby stores and service centers appear in Google places results. Good. Kirby vacuum images appear in SERPS. Good. But where are the social SERPS? Guess what’s below the fold…
- 12. More page 1 SERPS: People bashing Kirby. No social presence. Site with thread of complaints from their own salespeople. Derogatory news investigation reports Complaints on Consumeraffairs.com
- 13. There are Kirby brand pages on Facebook… ...none with many members or likes. Tough for people or search engines to determine if any are official… …which is likely why their Facebook page doesn’t rank as well as more content-rich slanderous forums (which are likely visited and shared more often).
- 14. They don’t seem to have an official Twitter account. www.lauralippay.com
- 16. 2 Visibility in social can = visibility in search.Optimize for social. www.lauralippay.com
- 17. Social participation ≠ search visibilitySocial success = search visibility www.lauralippay.com
- 18. Whole Foods Whole Foods has a blog, YouTube channel (and videos on their site), Twitter account (w/ 1.8 million followers), Facebook page, and forums on their site. They are extremely community-oriented and cross-promote their social networks. www.lauralippay.com
- 19. Whole Foods social in SERPS www.lauralippay.com
- 20. OMG Facts 1.5 million followers www.lauralippay.com
- 21. OMG Facts social in SERPS www.lauralippay.com
- 22. Social factors for search performance source: http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389
- 23. 3 Visibility in social doesn’t guarantee success from search. Optimize for search. www.lauralippay.com
- 24. Example: Blendtec.Social/viral success influences search.Site optimized for search.All channels optimized and cross-promoted. www.lauralippay.com
- 26. Their videos inspired new searches No one was searching for blending iPhones before the Blendtec videos. (They’re still searching in 2011). www.lauralippay.com
- 27. www.lauralippay.com 159 million upload views on YouTube
- 28. Sites are optimized, all channels cross-promoted BLENDER SITE FACEBOOK PAGE VIDEO SITE YOUTUBE CHANNEL www.lauralippay.com
- 29. Good incoming links: Blendtec.com 19,366 external links. To a blender site. Links from valuable sites. Links from relevant sites.
- 30. Good incoming links: Willitblend.com 36,761 external links. Links from relevant & valuable sites. This stuff is sharable. Lots of diggsw/ good titles www.lauralippay.com
- 31. And they dominate the search results www.lauralippay.com
- 32. Example: Mint.com.A great product = natural search (links) and social (sharing) success.Content shared in social appears in & drives traffic from search.Social-focused content strategy represents the “new SEO”. www.lauralippay.com
- 33. THIS is (post-Panda) SEO. Audience-driven approach rather than strictly search-driven approach creates natural buzz around product which influences rankings without having to build content and links specifically for search engines. www.lauralippay.com
- 34. Q&A: Search & Social Visibility UGC question w/ dedicated URL on site. Question asked on May 11, 2010 www.lauralippay.com
- 35. Q&A: Search & Social Visibility Well optimized Q&A pages allow Mint.com to appear in search results for popular financial questions and for tail queries. www.lauralippay.com
- 36. Q&A: Search & Social Visibility Q&A pages also appear in Google realtime search because people are tweeting the content. Notice they’re still tweeting it 7 months later. www.lauralippay.com
- 37. Hot infographics = social & search visibility www.lauralippay.com
- 38. Infographics = social & search visibility People love infographics. Mint.com prompts people to share them, and they do. www.lauralippay.com
- 39. Infographics = social & search visibility Popularity of this content in articles and social spaces created measurable buzz around the site. And the page tops rankings for the query in web search. www.lauralippay.com
- 40. Infographics = social & search visibility And in image search. www.lauralippay.com
- 41. Infographics = social & search visibility And in realtime search. www.lauralippay.com
- 42. The process without the social prompts 1) Page exists. Gets indexed by search engines. 3) Page will appear in search results. Ranking dependent on popularity. 2) People read it in their feeds. Some might link to it in article & share on FB and tweet it even without social share button prompts. = average visibility & traffic. But why settle for average? www.lauralippay.com
- 43. The process with the social prompts 6) More widespread popularity = higher search volume = more potential for visibility & traffic. 7) The page will rank better b/c of social signals and for more searches b/d of higher search vol. 8) It will also appear in realtime search and your networks social search results. 5) Page gets several times more visibility and links. This influences performance in search results. 4) Social buttons prompt sharing. = More popularity generally = higher search volume More social popularity = better search performance High search volume + high ranking = traffic www.lauralippay.com
- 44. Tip: Optimizing YouTube for search. www.lauralippay.com
- 46. There are 11 billion searches in Google in March
- 47. YouTube videos often appear in Google SERPS
- 48. Create a branded YouTube channel and put videos on your site - gives you two potential traffic drivers
- 49. Each video on your site should have its own page, indexable by search engines
- 50. Write descriptive keyword-rich video titles 9on your YouTube videos and your site video pages) to appear in search results and compel clicks
- 51. Provide video descriptions for context
- 52. Cross-promote your website(s) and other social channelswww.lauralippay.com
- 53. Tip: Optimizing Twitter for search.
- 54. Set up your brand Twitter account ASAP(and other social networks too). www.lauralippay.com
- 55. Leverage hot trends to appear in realtime SERPS
- 56. Leverage hot trends to appear in realtime SERPS Lots of people searching. Your tweet = visibility. (No tweet = nothing). www.lauralippay.com
- 57. Incorporate keywords & link Keywords in the post help the post appear in Google SERPS for those queries. A link to your site in the post will take people from Google to your Tweet to your site. www.lauralippay.com
- 58. Tip: Optimizing Facebook Like for Facebook search. www.lauralippay.com
- 59. According to Facebook Almost 65 million Facebook users “Like” things daily. http://www.allfacebook.com/2010/07/almost-65-million-facebook-users-like-things-daily/ www.lauralippay.com
- 60. When someone “likes” your article, these things happen: The “like” activity appears on their Facebook profile page The activity appears in the news feed of the liker The liker’s friends click on the news feed The friends “like” the article The cycle continues www.lauralippay.com
- 61. But that’s not all. You can appear in Facebook searches. Links to Mashable articles from Facebook search. Mashable article titles are optimized (relevant and descriptive). This can help clickthrough. www.lauralippay.com
- 62. Optimize your ‘like’ for search. Make sure your page titles are relevant, catchy and contain keywords. Choose the type of content correctly, so it shows up in the right types of searches on Facebook. http://developers.facebook.com/docs/opengraph/ www.lauralippay.com
- 63. Different ‘types’ of Facebook search results Blog post title is used in the shared post title by default. Meta descriptions are used in the shared post description by default. www.lauralippay.com
- 64. Overwrite defaults by using open graph protocol (og:). This can increase clickthrough from social networks and search. www.lauralippay.com
- 65. Tip: Writing a title for visibility + clickthrough. www.lauralippay.com
- 66. Let’s say you’re writing a blog post* about Jennifer Lopez’s record-breaking sales of a newly-launched women’s sandal called “Lo”. What title would you use? Jennifer Lopez Launches a New Sandal Called ‘Lo’ We Can’t Live Without These Shoes! Jennifer Lopez’s New ‘Lo’ Sandals Stomp Shoe Sale Records! J-Lo’s New Shoe Launch Breaks Sales Records! * (that will likely be shared on FB & Twitter) www.lauralippay.com
- 67. A title should: Directly tell what the content of the page is about Incorporate keywords relevant to the page content Use relevant keywords with the most search volume (latter optional). Attract attention www.lauralippay.com
- 69. but it’s not exactly what the content of our article is about
- 70. and is not descriptive – might be passed over in search resultswww.lauralippay.com
- 72. This could show up in search results for people searching for shoes she launched last yearwww.lauralippay.com
- 73. Use relevant keywords with high search volume More searches = more opportunity for search traffic. Make the best decision related to your blog post content. Using Google AdWords Keyword Tool: SEARCH RESULTS www.lauralippay.com
- 74. Use relevant keywords with high search volume Still leaves these two headlines: Jennifer Lopez Launches a New Sandal Called ‘Lo’ Jennifer Lopez’s New ‘Lo’ Sandals Stomp Shoe Sale Records! www.lauralippay.com
- 77. Incorporates keywords relevant to the page content.
- 78. Uses relevant keywords with the most search volume.
- 79. Attracts attention on blog *and* in RSS feeds, Twitter headlines, Facebook feeds, etc.www.lauralippay.com
- 80. Tip: Widgets for links. www.lauralippay.com
- 81. Widgets can provide contextual, indexable links in the copy & paste code. Be careful though. Spam is spam. www.lauralippay.com
- 82. Widgets with links <script type="text/javascript" src="http://cdn.widgetserver.com/syndication/subscriber/InsertWidget.js"></script><script type="text/javascript">if (WIDGETBOX) WIDGETBOX.renderWidget('241866d6-7737-410b-af96-036a50675257');</script><noscript>Get the <a href="http://www.widgetbox.com/widget/health-news-webmd">Health News - WebMD</a> widget and many other <a href="http://www.widgetbox.com/">great free widgets</a>at <a href="http://www.widgetbox.com">Widgetbox</a>! Not seeing a widget? (<a href="http://docs.widgetbox.com/using-widgets/installing-widgets/why-cant-i-see-my-widget/">More info</a>)</noscript> www.lauralippay.com
- 84. GOOGLE INSIGHTS: http://www.google.com/insights/search/#
- 88. Does Google use data from social sites in ranking? http://www.youtube.com/watch?v=ofhwPC-5Ub4
- 89. SEO Beginners Guide: http://guides.seomoz.org/beginners-guide-to-search-engine-optimization
- 90. SEO Ranking Factors (take w/ grain of salt): http://www.seomoz.org/article/search-ranking-factors
- 91. Study on brands + social (what works): http://feed.razorfish.com/downloads/Razorfish_FEED09.pdfwww.lauralippay.com
Hinweis der Redaktion
- Specialty’s has 29 stores
- Good thing to measure – how shareable is it?
- Good thing to measure – how shareable is it?
- Of course there is drop-off along the way (not every one of the liker’s friends sees the activity, and not every one that does clicks on it, and not every one that clicks on it also “likes” the article). But just the brand visibility alone is free, and any traffic it results in is also free traffic, just from placing a Like button on the page.
- But that’s not all. When someone has “liked” your page, it can also appear in search on Facebook, linking out to your actual site from the Facebook search results, giving the page even more potential exposure and traffic. In the screenshot below, a search for Mashable on Facebook returns pages on Mashable.com that have been liked by people in my network, and clicking on the result takes me straight to the Mashable article.