SOCIAL SIGNALS & SEARCH

THE CONNECTIONS & OPPORTUNITIES

ICROSSING, 22ND JULY 2011

To show you why search engines are using

social signals to determine their

algorithms and the way they display

results

To show you what needs to happen next to

your search & social strategy to take

advantage of these changes

TODAY’S OBJECTIVE

AGENDA

About me

Why search engines are finally taking social signals seriously

How social media integrates with search engines

The science bit

Reaction & recommendations

Panel session

ABOUT ME

Social Signals

Influencing

Search Results ABOUT ME

5

WHY SEARCH ENGINES ARE

TAKING SOCIAL SIGNALS

SERIOUSLY

LET’S FOCUS ON THESE PLATFORMS

TWITTER: THE 140 CHARACTER PHENOMENON

“We came across the word ‘twitter’, and it

was just perfect. The definition was a

‘short burst of inconsequential

information’, and ‘chirps from birds’ And

that’s exactly what the product was”

Jack Dorsey, Twitter Founder

200 MILLION USERS

FACEBOOK: MORE FRIENDS THAN TOM DREAMED OF

“People have really gotten comfortable

not only sharing more information and

different kinds, but more openly and with

more people - and that social norm is just

something that has evolved over time.”

Mark Zuckerberg, Facebook Founder

750 MILLION USERS

GOOGLE+ - THE BEST PRODUCT NAME EVER?

“People thought we were crazy – they said there was

no money to be made in search over and above a bit

of banner advertising. Fast forward to today – it feels

like we’re watching the same movie again in slow

motion. We have a tremendous new businesses being

viewed as crazy.”

Larry Page, Google co-founder

10 MILLION USERS

HOW SOCIAL MEDIA INTEGRATES

WITH SEARCH ENGINES

BING TAKING THE CHALLENGE – AND THE LEAD?

90% of people seek advice from family and friends as part of the decision making process

Bing will surface results, which may typically have been on page three or four, higher in its results based on stuff your

friends have liked

GOOGLE EVOLUTION

………………

WHO AM I CONNECTED TO

………………

THE SCIENCE BIT

WHAT DO PEOPLE THINK

There is a clear correlation between

social signals (tweets and shares) and

sites ranking well

Correlation is NOT causation though

Rand does say the correlation is high in

his opinion

WHAT DO PEOPLE THINK

Can help pages get indexed via Twitter

scrape sites

Third party sites can provide inbound

links that positively supports the

traditional ranking method of gaining

links

WHAT WILL HAPPEN WITH GOOGLE?

REACTION & RECOMMENDATIONS

LINK TACTICS FRAMEWORK

24

˃ Directories

˃ Anchor text Reconfiguration

˃ Broken link reconfigurations

˃ Asset consolidation (domains)

˃ Free link request

˃ Widgets

˃ Video widgets

˃ Press Releases

˃ PR Summary

˃ Article Syndication

˃ Advertorials

˃ Text Adverts

˃ Blogger Outreach

˃ Guest Blogging

˃ Content – onsite & offsite

> Article submission to blog network

> Blogger Add-In – Zemanta

> Blogger Events

> Link Bait

> Domain purchasing

> Partnerships

> Affiliates

> Social Prompts

> Competitions

> Infographics

> Vouchers

> Competitions

> Quizzes

> Top Tens

> Twitter promotion campaigns linking back to

landing URLs

> Internal Linking

> Industry links – sourcing internal gov & edu comms

> Branch & store Linking opportunities

> Intern & graduate career pages

> Secondary link building

> Question marketing

> News, articles & blog internal linking

> Social bookmarks

> Local link opportunities

> Link opportunity training – PR team

> Authoritative content generation

> Client training

> Product giveaways

> Group cross linking

> Facebook corporate pages

> Hearst Properties

LINK TACTICS FRAMEWORK

25

˃ Directories

˃ Anchor text Reconfiguration

˃ Broken link reconfigurations

˃ Asset consolidation (domains)

˃ Free link request

˃ Widgets

˃ Video widgets

> Press Releases

> PR Summary

˃ Article Syndication

˃ Advertorials

˃ Text Adverts

> Blogger Outreach

> Guest Blogging

> Content – onsite & offsite

> Article submission to blog network

> Blogger Add-In – Zemanta

> Blogger Events

> Link Bait

> Domain purchasing

> Partnerships

> Affiliates

> Social Prompts

> Social Buttons

> Infographics

> Vouchers

> Competitions

> Quizzes

> Top Tens

> Twitter promotion campaigns

linking back to landing URLs

> Internal Linking

> Industry links – sourcing internal gov & edu comms

> Branch & store linking/blogging

opportunities

> Intern & graduate career pages

> Secondary link building

> Question marketing

> News, articles & blog internal linking

> Social bookmarks

> Local link opportunities

> Link opportunity training – PR team

> Authoritative content generation

> Client training

> Product giveaways

> Group cross linking

> Facebook corporate pages

> Hearst Properties

Search Engine

Visibility

Site

Architecture

On page

factors

Links – paid

media

placement

Links –

online PR

Links –

outreach

Links –

content

strategy

Social media

signals

User data

signals

Factor strength

High Low

ROADMAP RATIONALE

AGENCIES OPTIMISE

THANK YOU @ADDHASS