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#C3NY
USING SOCIAL SIGNALS TO BOOST YOUR SEARCH RANKINGS
Francis Skipper, EVP Digital Marketing, 451 Marketing
#C3NY
FRANCIS SKIPPER
2
EVP of Digital Marketing
@fskip // @451marketing
451marketing.com
Facebook.com/451Marketing
451 Marketing
#C3NY
STATE OF SOCIAL & SEARCH
#C3NY
DECEMBER 2010…
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“We do use Twitter and Facebook
links in ranking as we always have
in our web search rankings”
-Matt Cutts
#C3NY
MARKETERS WERE ALL LIKE:
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#C3NY
LAST MONTH…
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“Sike! Suckers…”
-Matt Cutts
#C3NY
IT’S NOT THE FIRST TIME
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#C3NY 8
WE WERE ALL LIKE:
#C3NY
BUT, WE’VE SEEN THE CORRELATION
BETWEEN SOCIAL ACTIVITY AND HIGHER
RANKINGS
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#C3NY
SO HAS MOZ…
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“Now in 2013, there's strong reason to suspect…that the relationship between
posting to Google+ and higher rankings goes beyond correlation into the territory of
actual causation.”
#C3NY
AND SEARCHMETRICS
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“Social signals continue to correlate
very well with better rankings”
Social signals
Traditional ranking factors
SEO Ranking Factors – Rank Correlation 2013 for Google USA
#C3NY
SO, WITH THIS IN MIND…
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“MUAHAHHAHAHA!!”
-Matt Cutts
SUCKERS!
#C3NY
LET’S TALK ABOUT SOCIAL AND SEARCH
#C3NY
EVOLUTION OF SOCIAL AND SEARCH
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Likes,
Shares,
Follows
Social
Media
Search
Traffic
Queries
Indirect
Social
Media
Search
Results
SEO
Direct
Social
Media
Page
Ranking
Social Signals
Pre-2010
2010
Today
#C3NY
TRADITIONAL RANKING FACTORS “OLD SKOOL”
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Technical
Content
Links
The 3 C’s
Code
Content
Connections
#C3NY
NEW RANKING FACTORS
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Content Diversity, Depth &
Type
Keyword Research
& User Intent
Link
Building
Social
#C3NY
SOCIAL RANKING FACTORS
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• How many social followers/fans you have
• How many re-tweets, likes, shares, +1s, YouTube embeds
• Who is sharing your content, their authority, their reputation
• Popularity and quality of content
• Timeliness and “trust” of content
• Patterns
#C3NY
BUT SOCIAL ISN’T A SILVER BULLET
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#C3NY
“LOW-HANGING FRUIT” – RESULTS FROM SOCIAL SIGNALS
#C3NY 20
Pa
ge
Ra
nkin
g
Level of Effort
“LOW-HANGING FRUIT”
#C3NY
WHY IS THIS IMPORTANT?
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of searchers never scroll past the first page
of search results*
*Search Engine Journal
#C3NY
PAGE ONE HAS REAL BIZ VALUE$$
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#C3NY
SO HOW DO WE LOOK FOR LOW HANGING
FRUIT?
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#C3NY
YOU CAN GO DEEPER TO LOOK AT EFFORT LEVEL
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*Optional – tag keywords as LHF and watch growth
#C3NY
IDENTIFY “LOW-HANGING FRUIT”
Send these to
social!!
#C3NY 26
ENCOURAGE USE OF SOCIAL KEYWORDS
#Homedecor tips on floor coverings from the experts – our
#8x8 #arearugs are a warm addition to any space!
http://bit.ly/3hQYj
#Rugs
Make a space feel instantly cozy with an 8x8 rug
– learn how in our latest blog post
http://bit.ly/3hQYj
#rugs #homedecor #smallspaces #arearugs
#8x8rugs
Check out how our signature 8x8 rugs
pull together a room in our latest blog
post http://bit.ly/3hQYj
#C3NY 27
POSTS AND LIKES AREN’T END OF STORY
#C3NY
REWARDING SOCIAL SHARING
#C3NY
• Informational Queries
• Answers
• How to’s
• Top 5’s
PORTABLE CONTENT
#C3NY
PORTABLE CONTENT
“Ride the News” –
Trending Topics
But be careful…
#C3NY
Links to social properties on website
Share buttons with content
MAKING SHARING SILLY SIMPLE
#C3NY
MINI CASE STUDIES
#C3NY
RUCKUS SPORTS
#C3NY
RUCKUS SPORTS - PITTSBURGH RACE
• Pittsburg Race (new 2013)
• No rankings In May
• New Content on Brand website
• Encouraged social sharing around
Pittsburgh Ruckus Race
• Posted social content using
Pittsburg + Keyword
• Rankings for “Pittsburgh” terms
increased leading up to and after
race day
#C3NY
PINE CONE HILL
#C3NY
PINECONE HILL – MATELASSÉ QUILTS
• Pine Cone Hill featured “matelassé” “quilts” in content throughout early summer across multiple social platforms
• Kwd -specific posts were promoted through mid-August and resulted in social shares
• September 1st –keywords see an increase in rankings
#C3NY
IN CLOSING…SOCIAL SIGNALS:
• We’ve all seen strong correlation
• Social keyword strategy should be a part of your overall SEO
content strategy
• Not a silver bullet
• Look at the data, not the hype
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#C3NY
QUESTIONS AND DISCUSSION
38
EVP of Digital Marketing
@fskip // @451marketing
451marketing.com
Facebook.com/451Marketing
451 Marketing
#C3NY
USING SOCIAL SIGNALS TO BOOST YOUR SEARCH RANKINGS
Francis Skipper, EVP Digital Marketing, 451 Marketing
