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Combining recent observations about the big screen, little screen, and search, with the recent announcement of Facebook’s search tool, this slideshare post speculates about the power of search in the future of content.
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Searching for Social:What’s Here
and
What’s Coming?
Searching for Social
• The Facebook graph search announcement is just the latest step in combining search and social.
• This is just another step into “social SEO.”
Zuckerberg Announces Facebook Graph Search
in January, 2013
What’s Coming?
Searching for Social
• There are already tools to see your rankings in social media such as SocialMention or Klout.
• What Facebook is talking about is a search feature within the make-up of the Facebook site itself.
• As we should all know by now: where there are search engines, there is SEO.
What’s Here?
Searching for Social
• There have been strategies to combine social media and SEO planning in the past.
• These generally involved having your two teams talk to each other and build complementary content plans.
What’s Here?
Searching for Social
• Using social media to build SEO through linking and interconnection of plans.
What’s Here?
The concept of social signals is a sort of precursor to this:
• Keywords, linked content, and sharing through various social media outlets helps you to build SEO value as you post to sites like Facebook and Twitter.
Searching for Social What’s Here?
• A recent Google report showed that multi- screeners are changing how SEO operates.
• Users move from a mode of planned search into a “spontaneous search,” which is goal- driven.
Searching for Social What’s Here?
•The use of multiple devices - laptops, smartphones, etc. – means that a solid strategy is now to enable users to “save progress,” as they would in a video game.
Searching for Social What’s Here?
• An obvious example of the multi-screen influence in search comes from the example of the television.
• Multi-screeners generally use a second device when watching TV, often to search for something they just saw on the television.
• Music, fashion, the name of an actor whose name you can’t remember – the power of the multi-screen search effect is there.
Searching for Social What’s Here?
• When it comes to multi-screeners, the pitch is simple: be quick, be agile, be able to “save progress.”
• The ability to move back and forth between devices is key.
“Second screen” applications, like Xbox Smartglass or Disney Second Screen are also a good place to start for inspiration.
Searching for Social What’s Here?
There will, no doubt, be purveyors of “social SEO” out in the world in no time post-launch of graph search.
• It might not be a bad idea to start forming real strategies about how to integrate your social side and your search side.
• Not to mention, knowing how to build a plan for what is coming is always an appealing pitch.
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