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@aaronfriedman
Universal and Personal Search Optimization
By: Aaron Friedman
SEO Manager, SPARK
@aaronfriedman
AGENDA
I. Part 1 - Current Issue in Personalized
Search • Important Factors of P.S.
• Tips to show up more and be relevant
II. Part 2 - The Future of Personalized
Search • How Entities play a role
• What this means to us
III. Re-cap
@aaronfriedman
Barriers of Personalized Search
How do I get my
information to
show up?
How do I reach a
larger Audience?
@aaronfriedman
• Buy ads on Facebook • It’s ok – Not the shady way
Undressing The Secret Of Facebook: Paid Organic Is The New Black
Grow your other networks
• More Twitter Connections
• More G+ Connections (and Google + is REALLY important)
Can’t Reach a Large Audience Without One
facebook.com/ads/create/
@aaronfriedman
Could Have The
Largest Network
Ever
But Without Good
Content, You’re Not
Worth Much
Except Maybe
Adorableness!
@aaronfriedman
Some Tips
@aaronfriedman
Be Creative
@aaronfriedman
Quality
Create Unique Content
@aaronfriedman
Don’t Use Generic Images…
@aaronfriedman
Be
Imaginative...
… but still
identify with
your brand
@aaronfriedman
Don’t
Neglect your
networks
Leverage them
Understand
interests them
@aaronfriedman
Be Useful and Helpful
@aaronfriedman
Ready to improve Quality of Your Content?
@aaronfriedman TACTICS Lets Talk
@aaronfriedman
Twitter Long Tail
Suggestion
“Force Tweet” Code
Twitter Cards
Tactics
To
Improve
Quality
@aaronfriedman
Twitter and The Long Tail
@aaronfriedman
A simple methodology on how to prioritize long tail queries using information from Twitter.
http://searchengineland.com/how-to-prioritize-the-long-tail-with-twitter-118434
Twitter and The Long Tail
@aaronfriedman
Step 1: Identify Keywords
Understanding what long tail queries are driving people to your site
@aaronfriedman
Step 2: Look At Social Data
@aaronfriedman
Step 3 : Develop Content
Super relevant
Have a list of
user for
outreach
Grow your
network
http://searchengineland.com/how-to-prioritize-the-long-tail-with-
twitter-118434 MORE INFO ON THIS METHOD
@aaronfriedman
Is Google Special Or Something?
Try Open Graph Optimization
@aaronfriedman
Open Graph Optimization
Og: Title ~ 95 Characters
Og: Description ~ 297 Characters
Sample of 300 Webpages
<meta property='og:title' content=‘ '/>
<meta property='og:description' content=‘ '/>
<meta property=‘og:image’ content=‘ />
@aaronfriedman
It Makes Posts Look Bad
No Image
Not
Utilizing
Character
lengths
Non
informative
Description
@aaronfriedman
Tweet What You Want!
You Are in Control
BE ALL THE THING!!!
@aaronfriedman
Twitter Intent Tweet
@aaronfriedman
href="https://twitter.com/intent/tweet?source=webclient&text=I+tota
lly+agree+with+everything+@aaronfriedman+says+http://searchenginelan
d.com/7-important-digital-assets-to-optimize-for-
132001+Makes+Perfect+Sense!">tweet a message</a>
Hand Code and Adding to Text as a Link
…OR + The Key…
@aaronfriedman
Typically they grab:
• Title Tag
• Header
Problem: These are underutilized
73 Characters in Header
~20 URL
~14 Twitter Handle
107 Used
33 Left
How Tweet Buttons Work
@aaronfriedman
<a href=”#” onclick=”tweetSelectedText()”><img src=”http://digitalhighrise.com/wp-content/uploads/2012/05/tweet_button.gif” border=”0″ /></a>
<script type=”text/javascript” src=”http://code.jquery.com/jquery-1.7.2.min.js”></script>
<script type=”text/javascript”>
$().ready(function(){$(‘.tweetThis’).hide();});
function tweetSelectedText(){
var twtTitle = $(‘.tweetThis’).text() || $(‘title’).text();
var twtUrl = location.href;
var maxLength = 140 – (twtUrl.length + 1);
if (twtTitle.length > maxLength) {
twtTitle = twtTitle.substr(0, (maxLength – 3))+’…’;
}
var twtLink = ‘http://twitter.com/home?status=’+encodeURIComponent(twtTitle + ‘ ‘ + twtUrl);
newwindow=window.open(twtLink,’name’,'height=500,width=500′);
if (window.focus) {newwindow.focus()}
}
</script>
Put This In Your Tweet Button
@aaronfriedman
Send a Better Message to Users
<p class= “tweetThis”>
Actions and what people do
are the new SEO and
Pinocchio's lying big nose.
</p>
Pro Tip:
Change the message the next day
to reach people not interested the
first time.
http://searchengineland.com/how-to-tweet-what-you-want-
because-content-matters-121748
@aaronfriedman
The Future Will Be Different
Engines are more social
But
@aaronfriedman
Entity Search Rises http://blogs.smithsonianmag.com/smartnews/fil
es/2012/07/batman_jinx.jpg
@aaronfriedman
Google SERPs Today
Entities Are Everywhere
@aaronfriedman
SERPS Are Also
More Social
Than Ever
@aaronfriedman
Might Even Say Going Through A Transformation
@aaronfriedman
Engines are creating something separate from their text index that
consists of entities and attributes…
@aaronfriedman
Its About Understanding Concepts/ Trends Through Words
@aaronfriedman
Frictionless Sharing Verbs Action Attribution
https://developers.google.com/+/api/latest/activities
http://ogp.me/
@aaronfriedman
Be Relevant For What You Want To Be Known For
@aaronfriedman
Its already happening
on Bing
Become one of these people.
They are the experts.
@aaronfriedman
What I tell you I am interested in
defines me
Social Data is Your Attributes
The Future Of Entity Search Is Interest-Based Demographics
Not Interested Love it!
@aaronfriedman
Interest Graphs Already Exist
See: peerindex, klout, mentionmapp, mirror.me
@aaronfriedman http://robot6.comicbookresources.com/wp-content/uploads/2012/08/kids.jpg
So What Do I Do With This Info?
@aaronfriedman
Focus on
Rel=Author
Focus on
Quality
Content
Spend Time
Growing Your
User Base
For Now
• This will play a
huge role in
Entities
• Develop it
according to
what users are
Looking for
• Stay Relevant
to Themes
• Don’t Build an
Empty Following
• They are your core
@aaronfriedman
Aaron Friedman SEO Manager at
www.digitalhighrise.com
@aaronfriedman
+
@aaronfriedman
Image Credits
http://www.blogcdn.com/www.parentdish.com/media/2010/06/costume-guinnes-record-
425ds060110.jpg
Hulk and Iron Man http://25.media.tumblr.com/tu
mblr_lgepedpI2t1qergtco1_50
0.png
Kid with Sword http://farm5.static.flickr.com/4
073/4737223879_92e986c2f5.j
pg
Captain America Lying Down http://www.flickr.com/photos/
46430286@N05/4388582583/
sizes/m/in/photostream/
Guy Looking into the sky- no
shirt cape
http://www.flickr.com/photos/
jessoyu/4287021551/sizes/z/in
/pool-423721@N20/
Kid Pointing http://media-cache-
ec6.pinterest.com/upload/268
10560251855539_2mSIGakY_
b.jpg
Brody Flying http://www.flickr.com/photos/794148
77@N00/7702379958
Brody Sun (first image) http://www.flickr.com/photos/dougwa
ntsrevenge/7702379518/in/photostrea
m/
Kid red cape http://farm4.static.flickr.com/3100/26
16122980_c812febec6.jpg
Superman fighting impossible http://www.touchbroward.org/wp-
content/uploads/2012/06/superhero-
kids.jpg
spidermen http://www.blogcdn.com/www.parent
dish.com/media/2010/06/costume-
guinnes-record-425ds060110.jpg
Baby Laser eyes http://27.media.tumblr.com/tumblr_ky
08l7yhhn1qb1cd3o1_400.jpg
Kids standing http://www.thephilanthropicenterprise
.org/wp-content/uploads/2012/04/Kid-
Superheroes-412x276.jpg
Kid with Dogs http://anongallery.org/img/7/8/superheroes-
kid-superman-costume.jpg
Kid All superheros http://cdn.uproxx.com/wp-
content/uploads/2011/12/cosplay-x-all-the-y-
superheroes-kid.png
Captain America on a bike http://i1.squidoocdn.com/resize/squ
idoo_images/590/draft_lens197249
44module161372326photo_134636
0303aa-aa-.jpg
3 batmans and Robin http://4.bp.blogspot.com/-f4--
9bi9zkc/TooSzvAhNCI/AAAAAAAA
Tyg/xAaqtP_ipgQ/s1600/batman+c
ostumes+and+robin+kids.jpg
Turn and Transform http://www.flickr.com/photos/kchio
/7646633612/in/photostream
Super Hero Shadom Flying http://www.mymcpl.org/_uploaded
_resources/imagecache/blog_wide
_thumb/young_superhero.jpg
Oval Office Heros http://d2tq98mqfjyz2l.cloudfront.net
/image_cache/1346262282688149.j
pg