Pubcon Vegas 2012: Social Media Signals for Search Engines -10-04-12
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This document discusses how social media signals, such as likes, shares, comments, and mentions on platforms like Facebook, Twitter, and Google+, are beginning to be used by search engines like Google and Bing in their ranking algorithms. It provides an overview of which signals each search engine can currently see and examples of how they are displayed in search results. The document emphasizes that social signals can help indicate relevance, authority, and trustworthiness but must be interpreted carefully on their own. It also shares a case study example of how one company successfully built backlinks through influencer marketing and social sharing.
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Pubcon Vegas 2012: Social Media Signals for Search Engines -10-04-12
- 1. Social Media Signals in SEO Still Early Days
- 2. First Off... Who Am I? Co-author: The Art of SEO President: Stone Temple Consulting 25+ person SEO and PPC firm Trainer: Instant E-Training Founder: Web Site Publishing Companies Publish web sites, grow them, then sell them 2 significant exits so far Twitter: @stonetemple Google +: +Eric Enge / +Stone Temple Consulting @stonetemple / + Eric Enge
- 3. Facebook Shared Content @stonetemple / + Eric Enge
- 4. Twitter Shared Content @stonetemple / + Eric Enge
- 5. Google+ Share @stonetemple / + Eric Enge
- 6. Facebook Comments (Techcrunch) @stonetemple / + Eric Enge
- 7. What Do the Search Engines See? Signal Bing Google Facebook Like Yes Crawl Based? Facebook Share, Personal Page Yes No? Facebook Share, Brand Page Yes Crawl Based Facebook Comments Yes Yes (Crawl Based) Twitter Share Yes Crawl Based Twitter Retweet Yes Crawl Based Twitter Mentions Yes Crawl Based +1 Crawl Based Yes Google+ Share Crawl Based Yes Google+ Mention Crawl Based Yes @stonetemple / + Eric Enge
- 8. On using Likes as votes the way links are used: “…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’s Stefan Weitz @stonetemple / + Eric Enge
- 9. It’s About Picking the Best Content @stonetemple / + Eric Enge
- 10. Weighting Votes - Relevance What What you want They’re to say Interested in Relevance @stonetemple / + Eric Enge
- 11. Weighting Votes – Authority How well do you know the topic? Recognized Thought leader? @stonetemple / + Eric Enge
- 12. Weighting Votes - Trust Can your opinion be trusted? What are your Perceived motives? Do people engage With your brand? @stonetemple / + Eric Enge
- 13. Weighing Votes – Effort & Commitment @stonetemple / + Eric Enge
- 14. Balance of Signals? Think Like a Search Engineer Consider site with “to die for” link profile … but no one is talking about it Do you trust that site? @stonetemple / + Eric Enge
- 15. Which Site Looks Better to You? @stonetemple / + Eric Enge
- 16. Which Site Looks Better to You? (Hint) @stonetemple / + Eric Enge
- 17. Social Signals in Use @stonetemple / + Eric Enge
- 18. Bing’s Social Sidebar @stonetemple / + Eric Enge
- 19. Facebook Integration @stonetemple / + Eric Enge
- 20. Facebook Likes @stonetemple / + Eric Enge
- 21. Quora Integration @stonetemple / + Eric Enge
- 22. Reviews @stonetemple / + Eric Enge
- 23. Facebook Activity @stonetemple / + Eric Enge
- 24. Social Sharing Shown in Google Shared on Google+ Shared on Another Social Network Google+ Post @stonetemple / + Eric Enge
- 25. Must Be In Your Circles @stonetemple / + Eric Enge
- 26. Other Social Connections Found Via Connected Accounts @stonetemple / + Eric Enge
- 27. Facebook Shares 0.35 Facebook Total 0.34 # Backlinks 0.34 Correlations With Facebook Comments 0.31 Rankings Facebook Likes 0.28 Tweets 0.24 % Baclinks With Keyword 0.16 Source: Searchmetrics % Backlinks with NoFollow 0.16 Keyword in Domain Name 0.11 @stonetemple / + Eric Enge
- 28. Be Careful With Correlations! @stonetemple / + Eric Enge
- 29. Bing Results 2010 (New York Post) @stonetemple / + Eric Enge
- 30. Bing Results 2011 @stonetemple / + Eric Enge
- 31. Bing Results 2012 With a Social Sidebar @stonetemple / + Eric Enge
- 32. Influence of Social Media Likes / Shares / +1s • Your friend +1s it • Your friend shares it on Google Plus • Your friend shares it on another connected network • Your friend Likes it • Your friend shares it on Facebook or Twitter • Other networks with related content @stonetemple / + Eric Enge
- 33. Rel=Author @stonetemple / + Eric Enge
- 34. The Synergy We’re Looking For Shared on Social Networks Helps Drive New Followers, Fans, Friends Traffic, Links & New Subscribers @stonetemple / + Eric Enge
- 35. The Synergy We Are Looking For – Step 2 (Influencers) (Sharing) (Your Stuff) @stonetemple / + Eric Enge
- 36. Case Study: Social Media Link Building At Work @stonetemple / + Eric Enge
- 37. Interview with Tiffany Oberoi @stonetemple / + Eric Enge
- 38. An Influencer Said Something Nice About it @stonetemple / + Eric Enge
- 39. SERP for Key Search Term #3! @stonetemple / + Eric Enge
- 40. Interview with Peter Norvig @stonetemple / + Eric Enge
- 41. Influencer Tweet 3.8 Million Followers! @stonetemple / + Eric Enge
- 42. An “Event” (Peter Norvig Interview) @stonetemple / + Eric Enge
- 43. Latest Matt Cutts Interview @stonetemple / + Eric Enge
- 44. Duane Forrester Interview @stonetemple / + Eric Enge
- 45. Link Results @stonetemple / + Eric Enge
- 46. Thank You! Eric Enge eenge@stonetemple.com @stonetemple + Eric Enge (508) 485-7751 www.stonetemple.com @stonetemple / + Eric Enge