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Surviving Personalization with Bing & Google By: Aaron Friedman
SEO Manager, SPARK
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AGENDA
I. Part 1 - Current Issue in Personalized
Search • Important Factors of P.S.
• Tips to show up more and be relevant
II. Part 2 - The Future of Personalized
Search • How Entities play a role
• What this means to us
III. Re-cap
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Barriers of Personalized Search
How do I get my information to show up?
How do I reach a larger Audience?
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Quantity Quality
Aspects of Visibility
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Quantity
For Users this means…
Getting more relevant results based on the people
we are connected to.
For Marketers this means…
Getting more people to see our
results.
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• Buy ads on Facebook • It’s ok – Not the shady way
Undressing The Secret Of Facebook: Paid Organic Is The New Black
Grow your other networks
• More Twitter Connections
• More G+ Connections (and Google + is REALLY important)
Which REALLY Means…
facebook.com/ads/create/
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Quality
Do’s Don’ts
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Create Unique Content
- Don’t Plagiarize
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Don’t Neglect your networks
Leverage them, understand what makes
them tick
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… Be Imaginative, but still identify
with your brand
Don’t Use Generic Images…
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Be Creative
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Be Useful and Helpful
@aaronfriedman TACTICS Ready to improve Quality?
Lets Talk
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Tactics to improve quality
Identify what people
are talking about to
assist with content
creation
Maximize and
optimize messages
shared on Facebook
by users.
Ensure the message shared
by users on Twitter is the
appropriate message, and
one you want shared.
Twitter Long Tail
Suggestion
“Tweet What
You Want” Code
Open Graph
Optimization
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Tweet The Long Tail
Lots of Opportunity here!
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Step 1 - Identify Keywords
• Understanding what
long tail queries are
driving people to your
site
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Step 2 - Look At Social Data
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Step 3 – Develop Content
http://searchengineland.com/how-to-prioritize-the-long-tail-with-
twitter-118434 MORE INFO ON THIS METHOD
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Open Graph Optimization
Og: Title ~ 95 Characters
Og: Description ~ 297 Characters
Sample of 300 Webpages
<meta property='og:title' content=‘ '/>
<meta property='og:description' content=‘ '/>
<meta property=‘og:image’ content=‘ />
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It Makes Posts Look Bad
No Image
Not
Utilizing
Character
lengths
Non
informative
Description
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Before anything - Put this in the HTML of your page
<p class= “tweetThis”>THIS IS WHERE YOUR MESSAGE GOES</p>
Tweet What you Want
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Typically they grab:
• Title Tag
• Header
Problem: These are underutilized
73 Characters in Header
~20 URL
~14 Twitter Handle
107 Used
33 Left
How Tweet Buttons Work
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Put This In Your Tweet Button
<a href=”#” onclick=”tweetSelectedText()”><img src=”http://digitalhighrise.com/wp-content/uploads/2012/05/tweet_button.gif” border=”0″ /></a>
<script type=”text/javascript” src=”http://code.jquery.com/jquery-1.7.2.min.js”></script>
<script type=”text/javascript”>
$().ready(function(){$(‘.tweetThis’).hide();});
function tweetSelectedText(){
var twtTitle = $(‘.tweetThis’).text() || $(‘title’).text();
var twtUrl = location.href;
var maxLength = 140 – (twtUrl.length + 1);
if (twtTitle.length > maxLength) {
twtTitle = twtTitle.substr(0, (maxLength – 3))+’…’;
}
var twtLink = ‘http://twitter.com/home?status=’+encodeURIComponent(twtTitle + ‘ ‘ + twtUrl);
newwindow=window.open(twtLink,’name’,'height=500,width=500′);
if (window.focus) {newwindow.focus()}
}
</script>
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Send a Better Message to Users
<p class= “tweetThis”>
Actions and what people do
are the new SEO and
Pinocchio's lying big nose.
</p>
Pro Tip:
Change the message the next day
to reach people not interested the
first time.
http://searchengineland.com/how-to-tweet-what-you-want-
because-content-matters-121748
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The Future Will Be Different
Part 2 Engines are more social
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The Rise of Entity Search
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Google SERPs Today
Entities Are Everywhere
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SERPS Are Also More
Social Than Ever
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Engines are creating something separate from their text index that
consists of entities and attributes…
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White House On the Corner Painted Blue
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Its About Understanding Concepts Through Words
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Frictionless Sharing Verbs Action Attribution
https://developers.google.com/+/api/latest/activities
http://ogp.me/
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These are Entity So AreThese
And This
Actually, we all have the
potential to become entities
http://searchnewscentral.com/20120117236/Technical/seo-a-
named-entities-what-can-we-learn.html
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Remember the
wonder wheel?
(RIP)
And By The Way…
New Google Panels
function in a similar
manner.
(Think about that)
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Be Excellent to Each Other And Relevant For What You Want To Be Known For
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Its already happening
on Bing
Become one of these people?
What are they doing different???
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The Future Of Entity Search Is Interest-Based Demographics
What I tell you I am
interested in defines me
Social Data is Your
Attributes
Not Interested Love it!
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Interest Graphs Already Exist
See: peerindex, klout, mentionmapp, mirror.me
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So What? What am I supposed to do with this?
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Focus on Rel=Author
• This will play a huge role in Entities
Focus on Quality Content
• Develop it according to what users are Looking for
• Stay Relevant to Themes
Spend Time Growing Your User Base
• Don’t Build an Empty Following
• They are your core
For Now
@aaronfriedman
Aaron Friedman SEO Manager at
www.digitalhighrise.com
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+
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Thank you