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My presentation at Pubcon, covering social signals that influence seo, with a little bit about Google Glass.
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1© Advice Interactive Group, 2013. All rights reserved.
Influencing Search with Social SignalsRob Garner, Chief Strategy Officer, Advice Interactive Group
October 23, 2013
2© Advice Interactive Group, 2013. All rights reserved.
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
3© Advice Interactive Group, 2013. All rights reserved.
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
4© Advice Interactive Group, 2013. All rights reserved. © Advice Interactive Group, 2013. All rights reserved.
Today
01 Why Are Social Signals Crucial to Search?02 Social Engagement and Search Visibility03 Our Approach to Successful Search and Social Publishers04 Social Signals in Google+
5© Advice Interactive Group, 2013. All rights reserved. © Advice Interactive Group, 2013. All rights reserved.
01 Why Are Social Signals Crucial to Search?
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6© Advice Interactive Group, 2013. All rights reserved.
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.
7© Advice Interactive Group, 2013. All rights reserved.
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
8© Advice Interactive Group, 2013. All rights reserved.
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
9© Advice Interactive Group, 2013. All rights reserved.
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
10© Advice Interactive Group, 2013. All rights reserved.
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
10© Advice Interactive Group, 2013. All rights reserved.
11© Advice Interactive Group, 2013. All rights reserved. © Advice Interactive Group, 2013. All rights reserved.
02 Social Engagement and Search Visibility
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12© Advice Interactive Group, 2013. All rights reserved. 12© Advice Interactive Group, 2013. All rights reserved.
Building up your social networks is a SEO tactic
13© Advice Interactive Group, 2013. All rights reserved. 13© Advice Interactive Group, 2013. All rights reserved.
Engagement is both a strategy and a tactic
14© Advice Interactive Group, 2013. All rights reserved. 14© Advice Interactive Group, 2013. All rights reserved.
Social Interaction is a new form of publishing
15© Advice Interactive Group, 2013. All rights reserved. © Advice Interactive Group, 2013. All rights reserved.
03 Characteristics of Successful Search and Social Publishers
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16© Advice Interactive Group, 2013. All rights reserved.
Social Signals Reveal High Velocity Content and Interests
Think like a search engine when engaging in social
They live in the language and sharing trends of their audience
They publish fluidly and quickly
They have broad and/or relevant networks in which to disseminate their content
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17© Advice Interactive Group, 2013. All rights reserved. 17© Advice Interactive Group, 2013. All rights reserved.
They publish a lot, and they don’t expect every publishing attempt to be a home run.
18© Advice Interactive Group, 2013. All rights reserved.
03 Social Signals in Google+
18© Advice Interactive Group, 2013. All rights reserved.
19© Advice Interactive Group, 2013. All rights reserved.
Social Signals and Synergies
20© Advice Interactive Group, 2013. All rights reserved.
Key social signals in Bing and Google
21© Advice Interactive Group, 2013. All rights reserved. 21© Advice Interactive Group, 2013. All rights reserved.
Google Glass: The Social Impact on Search
22© Advice Interactive Group, 2013. All rights reserved.
• Delight• Curiosity• Fear• Uncertainty• Bewilderment• Overwhelming excitement• Shock• Awe
Common Reactions
23© Advice Interactive Group, 2013. All rights reserved. 23© Advice Interactive Group, 2013. All rights reserved.
24© Advice Interactive Group, 2013. All rights reserved.
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
25© Advice Interactive Group, 2013. All rights reserved.
Thank You!
Rob GarnerChief Strategy OfficerAdvice Interactive Group(O) [email protected]