The Conjunction of Search and Social Media Marketing by Gillian Muessig
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The document discusses how search has evolved from 2001 to 2011. In 2001, search was dominated by a few major players and algorithms focused on keywords and links. By 2011, search had become highly personalized, social, and focused on providing instant answers. Social signals from networks like Facebook and Twitter began to heavily influence search rankings. Content also needed to be more current to rank well as search emphasized immediacy. The new landscape required an expanded focus on social media, video, thought leadership, and recommending quality sites to searchers.
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The Conjunction of Search and Social Media Marketing by Gillian Muessig
- 1. The Evolution of Search The Merging of Search and Social Gillian Muessig – Chennai Nov, 2011
- 2. The King is Dead! Long live the king!
- 4. 2001: A Crazy Search Landscape Via Bruce Clay’s classic search engine relationship chart: http://www.bruceclay.com/serc_histogram/histogram.htm
- 5. The Algorithm: (Keyword Use + Anchor Text) X PageRank Simpler times. Spammier times, too.
- 6. SERPs All Looked Like This: Via Google’s 10th Birthday post: http://googlesystem.blogspot.com/2008/09/google-time-machine- web-in-2001.html
- 7. SEO Meant a Few Fundamentals Make good content, make it accessible, target the right keywords… That was pretty much it!
- 8. And a Lot of Link Building Links were pretty much everything once you got a crawlable, keyword-targeted page set up.
- 9. Hello Spam! Even Rand bought some of these back in the day…
- 10. Fast Forward 7 Years Google celebrated the year with a TCP/IP protocol reference: http://blogoscoped.com/archive/2008-01-01-n53.html
- 12. Local/Maps is on the Rise Matt McGee charted the astounding rise of Google Maps/Local starting in 2008: http://www.smallbusinesssem.com/charting-the-undeniable-growth-of-google-maps/1046/
- 13. There’s a Few New Protocols The Sitemaps.org homepage literally hasn’t changed since February of 2008!
- 14. But Not Much Else Has Changed In early 2009, I wrote a post about the shift in importance of algorithmic factors at Google: http://www.seomoz.org/blog/how-googles-rankings-algorithm-has-changed-over-time-
- 15. Jump Ahead… to 2011
- 16. It’s a Whole New World Image via http://gizmodo.com/5478787/the-most-accurate-highest-resolution-earth-view-to- date (which is pretty cool, BTW)
- 17. SERPs Rarely Look Like This Anymore It took me serious time to find a query this sparse
- 18. They Look Like This: Google’s instant answers are getting more detailed and sophisticated, as illustrated by http://www.google.com/search?q=nfl+schedule+2011
- 19. And This: News results, shopping results and video snippets + the new, shrunken sitelinks for the top result
- 21. And This: Personalization and social sharing dominate the page because I’m logged in.
- 22. Rich Snippets & Schema.org There’s a good post by Rich Baxter on Schema here: http://www.seomoz.org/blog/schemaorg-a- new-approach-to-structured-data-for-seo
- 23. Rel=Author Good advice on how to get it set up here: http://www.blindfiveyearold.com/how-to-implement- rel-author
- 24. Video Results Google on how to create video XML sitemaps and appear in these results: http://www.google.com/support/webmasters/bin/answer.py?answer=80472
- 25. And Social Annotations Not only are the results annotated with the share / social data; they also outrank the top result
- 26. SERPs Are Almost Always Personalized Search history, social networks, previous clicks and more impact personalization + rankings
- 27. And Geographically Biased, Too Geography impacts both search result ordering and search suggestions/instant
- 28. Search Barely Requires Typing BTW – I tried this same search from Portland vs. Yoder, and “Fox News” is not a top suggestion, but “Firefox “and “Fred Meyer” both are
- 29. Misspellings are a Thing of the Past A few years back, there would be entire sessions at conferences on SEO for misspellings
- 30. Instant Answers are Everywhere Google even offered instant answers as to the sexual orientation of celebrities: http://gawker.com/5844769/google- will-now-tell-you-which-celebrities-are-gay (but the feature appears to have been removed)
- 31. The Algorithm Has Changed Check out Dr. Pete’s Algorithm History guide: http://www.seomoz.org/google-algorithm-change
- 32. We Had Vince Aaron Wall did some excellent analysis on Vince here: http://www.seobook.com/google-branding
- 33. And May Day Barry Schwartz summarized the impact as described by Matt here: http://www.seroundtable.com/archives/022293.html
- 34. And the Pandas Some good analysis from Cyrus Shephard here: http://www.seomoz.org/blog/beat-google-panda
- 35. Brands Can Now Dominate Entire Pages Nothing but Apple.com from top to bottom
- 36. Some are Dominated by Google Itself http://www.seobook.com/google-eats-their-organic-search-results
- 37. Social is on the Rise Like Never Before Via http://searchengineland.com/top-internet-activities-search-email-once-again-88964
- 38. Why Social Signals Trump Links Via http://www.michael-jackson-photos.com/
- 39. We Know Who Rules the News That Day
- 41. Social Is The Immediacy Signal
- 42. Social Signals Rose Again Yesterday http://mashable.com/2011/11/03/google-tweaks-search-ranking-algorithm/
- 43. We Want News, Not Ancient History http://mashable.com/2011/11/03/google-tweaks-search-ranking-algorithm/
- 44. We Want Today’s Reviews http://mashable.com/2011/11/03/google-tweaks-search-ranking-algorithm/
- 45. It Means You’ve Got Work • Websites need fresher content • Comment Marketing increases • Facebook, Orkut & Twitter increase in power… again http://mashable.com/2011/11/03/google-tweaks-search-ranking-algorithm/
- 46. Social Fragmentation Appears Certain Users: 50mm 750mm 200mm 120mm 10mm Users: 14mm Millions 14mm 6.5mm This growth is a big reason why I’ve changed my tune on social media marketing and now strongly endorse it for almost every business: http://www.seomoz.org/blog/everyone-should-hire-social-media-experts
- 47. What’s More…
- 48. Search No Longer Works in a Vacuum Earning a click in the SERPs is merely one step in a greater process.
- 49. It Lives in the Broader Inbound Funnel Eloqua’s content grid does a great job exploring where content sits in the marketing funnel: http://media.eloqua.com/images/The-Content-Grid-v2.jpg
- 50. But is Nearly Useless By Itself Via http://www.seomoz.org/blog/tracking-the-roi-of-social-media
- 52. Make the Site Search-Engine Friendly Via http://www.seomoz.org/blog/4-essential-seo-infographics
- 53. Target Keywords Via http://www.seomoz.org/blog/perfecting-keyword-targeting-on-page-optimization
- 55. Good Enough Yep; it really used to work.
- 57. You Might Rank Before you even do that, make sure you’re choosing the right goals: http://www.seomoz.org/blog/the-6-goals-of-seo-choosing-the-right-ones-for-your-business
- 58. You Probably Won’t Convert Well Unless the rest of the funnel rocks, SEO is in a rough spot: http://www.seomoz.org/blog/winning- the-seo-battle-at-every-step-of-the-purchase-path
- 59. The New Look of Search http://www.indiazooms.com/?p=137846
- 60. Top Ten Tips for Chennai SEOs!
- 61. #10: New Heirarchy of Social Credibility
- 62. #9: Info-graphics Are the New Linkbait http://www.seomoz.org/blog/what-is-a-reverse-proxy-and-how-can-it-help-my-seo
- 64. #7: Branding is Baaaaa-ack!
- 65. #6: Leverage All the Social Networks Users: 50mm 750mm 200mm 120mm 10mm Users: 14mm Millions 14mm 6.5mm
- 66. #5: Recommend Sites to Searchers
- 67. #4:Build Links With Your Social Followers
- 69. #2: Thought Leadership = CTR Bump
- 70. #1: Ask Rand; He’s Not Busy ;-)
- 71. +1!: Follow the Money Backwards
- 72. SEO is Bigger than SEO
- 73. And We Have the Skills, Knowledge, Experience and Adaptability to Win.
- 75. Thank you! Gillian Muessig Founding President of SEOmoz | @SEOmom | gillian@seomoz.org