SEO & the effect of social media in search
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A presentation covering: A whirlwind history of SEO; the effect of Twitter, Facebook, and Google+ sharing on search; how to adapt content for social platforms such as YouTube and 際際滷share
SEO & the effect of social media in search
- 1. Search engine optimisation ...and the effect of social in search
- 3. the 1990s
- 8. link metrics = determine value of links
- 9. keyword-heavy webpages = top of search results
- 11. blog spam nofollow update jan 2005
- 12. 2003 > 2010, various algorithm updates that affected link metrics
- 13. significant changes in 2010 and 2011
- 15. Freshness.
- 16. PANDA Feb 2011
- 20. What gets me to the top of Google?
- 21. The periodic table of SEO
- 22. The periodic table of SEO
- 23. The periodic table of SEO
- 24. the social side of SEO
- 27. 1sharing
- 28. sharing. predominantly content which is tweeted or liked this directly relates to search rank
- 31. Google use these but are quiet about value. Bing have implied social has more weight
- 32. Facebook and Twitter are the best shares to get
- 33. Google+.
- 34. Google+ doesnt directly relate to search rank so whats the point?
- 37. Hotwire jumps to 3rd place once I am signed in. Because a contact has +1ed the content
- 38. Therefore, th e larger your Google+ network, and the more +1s your content gets, the higher you will rank.
- 40. if you had 1,000 in your Google+ circles, and you +1 an article, that article is much more likely to rank on page 1 for those 1000 people.
- 43. in February Pinterest drove , more traffic than Twitter Source: Shareaholic
- 44. th nk about the sort of content you create
- 46. infographics, photos, videos , visual data.
- 48. 2platforms
- 49. what do I mean by platforms?
- 50. other social networks which show up in search
- 51. 際際滷share YouTube
- 52. these sites already have high search rank
- 53. creating content for them helps your search position
- 54. for example, with content for Hotwire on mobile optimisation
- 56. our corresponding blogpost for that keyphrase is nowhere to be seen
- 57. this is because 際際滷share already has a high search rank
- 58. another example, this time for YouTube: a search for financial technology pr...
- 60. Our website page for financial technology PR ranks on page 2, but the YouTube link ranks on page 1.
- 61. again, its because of YouTubes already high presence online
- 62. think about content that naturally lends itself to existing social platforms
- 64. 1 fresh content is the best content
- 65. 2 Twitter and Facebook shares affect search rank
- 66. 3 big Google+ network and +1s = high visibility
- 67. 4 Pinterest drives more traffic than Twitter
- 68. 5 think about content for existing social platforms
- 69. SEO is changing and social has an increasing effect on search.
- 70. dont miss out
- 71. Google algorithm The periodic changes table of SEO infographic ranking factors http://bit.ly/googleinfographic http://bit.ly/SEOperiodictable
Editor's Notes
- Back in 90s when....
- Leads into search algorithms were very basic
- Leads into google 98
- Google was up against a market dominated by other search engines, which included Lycos, Altavista and the big player at the time Yahoo.Leads on to Google introducing metrics.
- For next few years ...Until Florida
- Leads to blog spam
- 2003>2010
- Lead to sign
- Lead to freshness
- Most signifcant ever possLead to no of changes
- What did it harm?
- SEOs have tried to work out what this is
- But the ultimate goal here is
- Lead to periodic table
- Zoom in
- What are we interested in toda?
- Next social side
- Images on next
- Ive for the purpose of this split into 2 important ways of using social media in seo
- What is sharing?
- What is sharing?
- example
- What search engines use this?
- So fb and twitter best
- What about it?
- Lets have another exmaple
- Nexxt is hotwire is 3rd summary
- EXPLAIN HOW THIS WORKS NOWAnd ntherefore
- Next is hypothetical
- Translate for pr pointORGANICThen lead into user stats on next slide
- What about other Sharing options
- Lead to in feb start
- Click next quite quickly to think about
- Next is infographics
- But its not just infographics
- Back to the two options - platforms
- What do i mean +CLICK
- Quick click
- Next is slideshare/youtube
- Nxt is these already have high search
- Click quickly
- Example?
- What about our blog?
- Why?
- Go onto youtube
- 7th is the videoWheres the website?
- Quick click
- So THINK about +click
- Next is 5 reminders
- Seo is changing on NEXT
- Next is dont miss out.