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Social Media Signals and SEO

Date post: 23-Aug-2014
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Presentation Covering Detailed Studies on Google Plus Impact on SEO, Facebook Impact on SEO, and Twitter Impact on SEO. Also Includes Speculation on How Google May Use These Signals in the Future.
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Social Signals and SEO
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Page 1: Social Media Signals and SEO

Social Signals and SEO

Page 2: Social Media Signals and SEO

First Off... Who Am I?

Co-author: The Art of SEO CEO: Stone Temple Consulting, 30+

person Digital Marketing and SEO firm Columnist:

Interviewer:

Page 3: Social Media Signals and SEO

Host of:The Digital Marketing Excellence Show &The Digital Marketing Answers Show

Page 4: Social Media Signals and SEO

Eric Enge – Fun Fact

I Have Run the Boston Marathon 3 Times!

Page 5: Social Media Signals and SEO

Moz Correlation Study

Page 6: Social Media Signals and SEO

Searchmetrics Correlation Study

Page 7: Social Media Signals and SEO

Be Careful With Correlations!

Page 8: Social Media Signals and SEO

Most Recent Matt Cutts Statements

Page 9: Social Media Signals and SEO

Video Summary

• Social Site Web Pages Not treated differently• Only Access Public Pages• Cannot Easily Track or Use Identity– For example, who likes/follows whom– Having to crawl to get the data is a BIG limitation

• Respect NoFollows

Page 10: Social Media Signals and SEO

Denials Have Been Persitent

“Just trying to decide the politest way to debunk the idea that more Google +1s lead to higher Google web rankings. Let's start with correlation != causation”

August 21, 2013Hacker News

Page 11: Social Media Signals and SEO

Stone Temple Consulting Study

What Does Google See on Facebook?

Page 12: Social Media Signals and SEO

Can’t See Likes At All

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Can See The Friends Link

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Google May Only See 20

I Have 739

Page 15: Social Media Signals and SEO

From Your “Desktop”?

“Probably not because the javascript that loads more friends is dependent on scrolling the page. There is not a separate version of the page for users without javascript.”AimClear’s

Joe Warner

Page 16: Social Media Signals and SEO

From Your “Smartphone”?

If Google crawls this they can get a complete list of your Facebook Friends

Bottom Line: They can get this data if they want it.

Page 17: Social Media Signals and SEO

Lots of Facebook Pages Are Indexed

Page 18: Social Media Signals and SEO

Public Pages Only

Spider/Crawler/Robot

Private Page

Page 19: Social Media Signals and SEO

How Many Public

Facebook Posts Does

Google Index?

Page 20: Social Media Signals and SEO

Bing Results 2010 (New York Post)

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Bing Results 2011

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Bing Results 2012

With a Social Sidebar

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Even Bing Does Not Use Facebook Data

SocialSidebar

Page 24: Social Media Signals and SEO

“…what does a like mean? Some people like the page, some folks might like the content, some folks might just think it’s funny and likeable. As you said, the likes are a good signal, but they’re not a granular signal of what particular thing you’re actually expressing a like about.”

Bing’sStefan Weitz

On using Likes as votes the way links are used:

Page 25: Social Media Signals and SEO

Link Code in Facebook

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Twitter

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Tweet Indexing Over Time

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Link Code in Twitter

Page 29: Social Media Signals and SEO

Google Plus

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Google Plus – Personalized Results

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Personalization Example

Ranks #2 WhenLogged In, #12When LoggedOut

Page 32: Social Media Signals and SEO

Google PlusPost inSERPs

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Brand Pages Crowd Out Competitive PPC

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Stone Temple Consulting Study

Does Google Plus Drive Non-Personalized Rankings?

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Code for a Google Plus Share

• This is why people think the links pass value• Note: Google deliberately and carefully architected this to pass PageRank• They did so for a reason• Our opinion that is that it is not treated the same as a traditional link• It is probably filtered in some fashion• Likely value is as a supplemental signal

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Three Participating Sites

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Two Articles Per Site(6 Total Pages Tested)

Test Page Baseline Page

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No Inbound Links to the PagesNo Google Analytics, No G+ Code

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How We Used the Baseline Pages

• 7/19: 6 Shares• 7/19: Crawled• 7/29: Indexed• 8/4: 25+ Shares• 8/28 – 9/1: 4

Authoritative Shares

• 1st burst of shares drove indexing

• Initial rankings may be due to domain authority

• Test: Will 2nd or 3rd burst of shares improve ranking?

Page 40: Social Media Signals and SEO

How We Used the Baseline Pages

• Only one burst of shares

• Used to see if natural ranking volatility >= than that of the test pages

• 7/19: 25+ Shares• 7/19: Crawled• 7/29: Indexed• No Further Shares

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1

2

Log File Sequence - Discovery

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Indexation

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The Strongest Argument for G+ Ranking Impact

7/29/13Initial Indexing

7/19/13 - 6 Shares

Rank

ing

Posi

tion

Of all the terms weMonitored, this wasThe one that showedThe most movement

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Baseline Page Low Ranking Terms - BVRa

nkin

g Po

sitio

n

7/19/13 - 41 Shares

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For 10 Search Terms - TNERa

nkin

g Po

sitio

n

7/19/13 - 6 Shares7/29/13 – Initial Indexing8/4/13 – 36 Shares

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• Sharing a link in Google Plus is not treated the same as a “regular web link

• But, that does not mean it has NO SEO value

Page 47: Social Media Signals and SEO

Google Tested New Code For a Share

Empty Anchor

Branded Anchor

Page 48: Social Media Signals and SEO

I think it's always a bit tricky for us when we can recognize that it's a user generated content site & we're not really sure how to trust those links within there, but generally speaking if it's a link that doesn't have any anchor text in it, we'll still treat that as a link.

Google’sJohn Mueller

Page 49: Social Media Signals and SEO

G+ Ripples Chart

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More Complex

Ripples Chart

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How Google Plus Shares May Impact SEO(non-personalized)

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Interview with Danny Sullivan

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Reversal of the Denials?

“It was a complete overhaul of the search engine … they were going to be able to handle link data differently … they could handle new social signals they could not handle before.October 31, 2013

The #DMEShow

Page 54: Social Media Signals and SEO

What to Expect With Google+?

• Google will leverage G+– More than just personalization and G+ posts in the

results• Will NOT be the same as a web links• Can’t punish people not on G+– Many authoritative authors don’t have G+

accounts– Tail will not wag the dog

Page 55: Social Media Signals and SEO

Thank You!

Eric Enge

[email protected]@stonetemple

+Eric Enge(508) 485-7751

www.stonetemple.com


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