Influencing Search with Social Signals: Rob Garner at Pubcon Las Vegas 2013
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Rob Garner discusses how social signals have become crucial to search engine optimization. Social interactions like sharing, liking, commenting and other engagement are considered a new form of publishing and link building that search engines factor into visibility. Successful publishers of content think like search engines by understanding language trends, publishing quickly across broad relevant networks, and consistently creating new content without expecting every piece to go viral. Social networks like Google+ provide key signals through sharing and interactions that search engines may use to determine relevance.
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Influencing Search with Social Signals: Rob Garner at Pubcon Las Vegas 2013
- 1. Influencing Search with Social Signals Rob Garner, Chief Strategy Officer, Advice Interactive Group October 23, 2013 © Advice Interactive Group, 2013. All rights reserved. 1
- 2. Introduction • • • • • • • Longtime member of WebmasterWorld, and speaker at Pubcon VP of SEMPO International Founder and past president of the Dallas/Ft Worth Search Engine Marketing Association Chief Strategy Officer at Advice Interactive Working in online marketing for 18 years Focus on digital marketing strategy, paid media, SEO, social, content, web development strategy Previously worked for Omnicom, iTraffic, Agency.com, iCrossing, Hearst © Advice Interactive Group, 2013. All rights reserved. 2
- 3. SEARCH & SOCIAL– The Definitive Guide to Real-Time Content Marketing • • • • • Covers interdependent search and social concepts Social signals on search Interview with Brett Tabke and many others 406 pages Stop by the Advice Interactive / Local Site Submit booth to get one of 75 free copies © Advice Interactive Group, 2013. All rights reserved. 3
- 4. Today 01 02 03 04 Why Are Social Signals Crucial to Search? Social Engagement and Search Visibility Our Approach to Successful Search and Social Publishers Social Signals in Google+ © Advice Interactive Group, 2013. All rights reserved. 4
- 5. 01 Why Are Social Signals Crucial to Search? © Advice Interactive Group, 2013. All rights reserved. 5
- 6. Shift in Linking Measurement: Social impact on SEO • • • • Links are the cornerstones of natural search algorithms, and now social is a cornerstone as well But influence of links has shifted greatly from webmasters and technical influencers, to the average Internet user As a result, the social graph has taken a massive bite out of the link graph Examples of this include: – – – – – – Tweeting (not a direct link) Publishing via blog CMS such as WordPress or Blogger Rating, commenting, posting +1s, Likes, various types of shares Bookmarking Etc. © Advice Interactive Group, 2013. All rights reserved. 6
- 7. The Share Graph: A New Kind of Social Link Graph • Search engine view of sharing activities across the social graph takes into consideration: – – – – Authority of the network sharer Theme of the user, or related concepts of the network sharer Depth of the network sharer’s network, and the authority of those in the network Trustworthiness of the network sharer (in relation to the likelihood that they produce spam or low-quality content – Velocity of keyword usage across a network, and the spreading of that keyword or phrase over time though shared networks – Velocity of link being shared, over time, based on time frequency, volume, and level that it cascades though various networks • The link graph is to the web graph, as the share graph is to the social graph © Advice Interactive Group, 2013. All rights reserved. 7
- 8. Social Signals Reveal High Velocity Content and Interests • Keyword Search Velocity: – Google trends the rise and fall of keyword usage over time • Sharing: – Google+ is tracking the speed of traffic by time-stamping every click • This helps determine “QDF” factors and rank sites accordingly © Advice Interactive Group, 2013. All rights reserved. 8
- 9. Social Signals Reveal High Velocity Content and Interests • Keyword Search Velocity: – Google trends the rise and fall of keyword usage over time • Sharing: – Google+ is tracking the speed of traffic by time-stamping every click • This helps determine “QDF” factors and rank sites accordingly © Advice Interactive Group, 2013. All rights reserved. 9
- 10. Natural Language Signals Connect Social and Search • • • • • • Language is a living concept Keywords are connections to people Language reflects the words, voice, tone, and tastes of audience Used to find and connect with your audience through content and conversation Enables the spirit of your audience into brand of business conversation Search engines have historically been the best at mining and processing natural language © Advice Interactive Group, 2013. All rights reserved. 10
- 11. 02 Social Engagement and Search Visibility © Advice Interactive Group, 2013. All rights reserved. 11
- 12. Building up your social networks is a SEO tactic © Advice Interactive Group, 2013. All rights reserved. 12
- 13. Engagement is both a strategy and a tactic © Advice Interactive Group, 2013. All rights reserved. 13
- 14. Social Interaction is a new form of publishing © Advice Interactive Group, 2013. All rights reserved. 14
- 15. 03 Characteristics of Successful Search and Social Publishers © Advice Interactive Group, 2013. All rights reserved. 15
- 16. Social Signals Reveal High Velocity Content and Interests 1 Think like a search engine when engaging in social They live in the language and sharing trends of 2 their audience 3 They publish fluidly and quickly They have broad and/or relevant networks in 4 which to disseminate their content © Advice Interactive Group, 2013. All rights reserved. 16
- 17. They publish a lot, and they don’t expect every publishing attempt to be a home run. © Advice Interactive Group, 2013. All rights reserved. 17
- 18. 03 Social Signals in Google+ © Advice Interactive Group, 2013. All rights reserved. 18
- 19. Social Signals and Synergies © Advice Interactive Group, 2013. All rights reserved. 19
- 20. Key social signals in Bing and Google © Advice Interactive Group, 2013. All rights reserved. 20
- 21. Google Glass: The Social Impact on Search © Advice Interactive Group, 2013. All rights reserved. reserved. 21
- 22. Common Reactions • • • • • • • • Delight Curiosity Fear Uncertainty Bewilderment Overwhelming excitement Shock Awe © Advice Interactive Group, 2013. All rights reserved. 22
- 23. © Advice Interactive Group, 2013. All rights reserved. reserved. 23
- 24. High-Level Impact of Glass • • • • • • Google Glass and similar type hardware is the “new screen,” in addition to the iPad, mobile, desktop, etc. Marketers will have to optimize for Google Now – meaning context and proximity, among many other new factors Get your local house in order Start determining your company’s unique value proposition for Glass Create your app Glass is bigger than just email and pics – it represents the coming digitalization of the physical world, with search and social at the core © Advice Interactive Group, 2013. All rights reserved. 24
- 25. Thank You! Rob Garner Chief Strategy Officer Advice Interactive Group (O) 214.310.1356 rgarner@adviceinteractive.com © Advice Interactive Group, 2013. All rights reserved. 25