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Samir PalnitkarPresident
ShopSocially@ShopSocially
July 16, 2014
Presenters:
Tim AhleniusSenior Digital Strategist
AmericanEagle.com@_Americaneagle
Using Social Signals to Boost SEO Ranking
Hashtag for social sharing - #SocialSEO
Americaneagle.com
Comprehensive Social Commerce Platform
Started in 2010
150+ Brand name customers
Focused on generating ROI
LinkShareTechnology
Genius Award
Most promising private companies
2013
Featured in a recent Social Commerce
case study
Top StartupAward
Ask-a-Friend
Refer-a-Friend
Get-a-Fan
Social Connect
Social Login
Viral Offer Sharing
Viral Flash SaleShare-a-Purchase
Share-on-Mobile
Shopping Community
Product StoriesSocial SEO
Share-and-Win
Get-an-Email
Photomonials
Agenda
Evolution of Search
Search in Social World
Strategies to boost SEO Rank using Social
Increase Content Sharability Onsite
Optimize Shared Content
Social UGC for SEO Benefit
Social UGC as Social Proof on site
Questions and Answers
Evolution of Search
Google Classic
Search 1.0
All About ShoesShoes Shoes Shoes ShoesShoes Shoes Shoes ShoesShoes Shoes Shoes ShoesShoes Shoes Shoes ShoesShoes Shoes Shoes ShoesShoes Shoes Shoes ShoesShoes Shoes Shoes ShoesShoes Shoes Shoes ShoesShoes Shoes Shoes ShoesShoes Shoes Shoes ShoesShoes Shoes Shoes Shoes
Buy Shoes
Results based on on-page keyword density
Search 2.0
Results based on on-page and off-page factors
On-Page» Meta-tags» Keywords» Sitemap
Off-Page» Blogs» Directories» Forums
Buy Shoes
Search 3.0
Results for specific verticals like Shopping, News, Videos, etc.
Search 4.0
Results impacted by social signals – Social Search
Search in Social World
Personalized Search Results in Google
User not logged in
Personalized Search Results in Google
Logged in user
Personalized Results
Your content is pushed up by Google when your Google+ followers search
Bing Also Uses Social to Personalize Search
Social Results
Social Signals are Driving SEO Rank
7 out of top 8 SEO factors are related to social!
Source:SearchMetrics
Likes & Shares Drives SEO Rank
Source:ShopSocially
Hear from the Horse’s Mouth – Google
Source: http://goo.gl/VxcHFR
Thenupdated
10/16/2012
Nowupdated
05/27/2013
Google has officially replaced ‘back links’with ‘sharing’ as the key SEO driver
Strategies to Boost SEO Rank using Social
Increase ContentSharability via OnsiteSocial Apps
1
Embed Onsite Apps to Generate Social Signals
Employ C2C strategies on your website to drive social spread of brand
Embed onsite social apps to encourage social sharing
Incentivize customers to do Social SEO for you
Incentivize Social Sharing
Incentivize Social Sharing
Reward customers for sharing products – generate social signals Your content is pushed up by Google when your G+ followers search
Convert Customer Delight into Social Shares
On order completion, leverage customer delight for social sharing of purchases
Optimize Shared Content
2
Anatomy of a Shared Snippet
Title, Description, Image and URL are under your control Double SEO benefit –> back link + social sharing You can influence “Share Blurb” as well!
Influence Share Blurb
Nudge sharers to post a comment Add a brand hashtag to increase social visibility
Leverage Google Authorship
Highlights the author of content, increases the credibility of search results and can drive higher CTR
Links to the Google Plus profile of the author
True Cost of Search Anonymity is Irrelevance
“Within search results, information tied toverified online profiles will be ranked higherthan content without such verification, whichwill result in most users naturally clicking onthe top (verified) results.“
“The true cost of remaining anonymous, then, might be
irrelevance.”Eric Schmidt
Exec. Chairman, Google
Source: WSJ Blog
How to Set Up Google Authorship?
1. Verify work email address
2. Link Google profile to your content
How to Set Up Google Authorship?
Add the following to your content<a href=“https:// plus.google.com/111273426956357818965?rel=author”>Jai Rawat </a>
Verify that it is working properly Your G+ ID & name
Google shows you as Author of the content
Social UGC for SEOBenefit
3
Leverage Social Brand UGC using Hashtags
Encourage Social UGC generation with your brand hashtag
Hashtags increase visibility and searchability in social media
Customers generating social UGC with your brand hashtag adds to brand’s overall digital presence
Keyword – Content SEO
Hashtag – Social SEO
Aggregate Social Brand UGC for SEO Benefit
Hundreds of photos for your brand are already being shared on Instagram, Twitter, Facebook
Channeling this social UGC via brand hashtags can lead to creation of valuable back-links
Social UGC is content which is already being shared socially –increases brand’s sharability
Popularity Contests to Generate Social UGC
Canvas on Demand
Social UGC asSocial Proof on site
4
Social UGC on Site Leads to More Sharing
Showcasing brand’s socially shared content acts as social proof for site users
Increases sharabilityof the site and brand, leading to SEO boost
Real Time Social Buzz Drives Engagement
Real-time social buzz on site increases user engagement –increasing Page Rank for the site
Continuously refreshing content boosts SEO Rank of the page
Get Socially Awesome
SEO boost
Likes, shares, tweets, G+
Shares also add to ‘freshness’ SEO value
Back-links
UGC
Referral traffic from shared content
Loyalty
Visitors sharing content will see you higher in search results!
Higher conversion rate due to social proof
Summing Up
Summing Up the Social SEO Goodness
Increase Sharability of Onsite Content
Optimize Shared Content
Use Social UGC for SEO Benefit
Use Social UGC as Social Proof on site
PHOTOMONIALS
Americaneagle.com Integrations
Americaneagle.com and ShopSocially have teamed together to offer a NEW pre-integrated solution that can be turned on in a snap!
Americaneagle.com supports these platforms:
Sitecore
Sitefinity
Mozu
Magento
Kentico
idev®
Take a look at these companies that have recently integrated -- with more integrations to come!
Special Offer for today’s attendees
SS-SOCIALSEO-14Mention the code above to get one free month or an iPad
mini with one year subscription,
plus a FREE social audit from Americaneagle.com!
Q & A?
samir@ShopSocially.com
sales@ShopSocially.com
http://shopsocially.com
+1 650 701 7759
Social@americaneagle.com
Thanks
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