Using Social Media to Achieve SEO Success:

How to leverage the opportunities in social media for

higher rankings in organic search results

A New World

Social is Directly Tied

to Search Results

Google+’s Network Domination

90mm+ Google Users See Personalized SERPs

Google+ Suggested Users

The “people and pages” results appear to come from participation on G+, high circle counts,

consistent contributions and brand signals

Google+ in Logged-Out Results

Both “people and pages” and +1 counts show for logged-out users.

Google+ Influences Crawling

Google’s New

“Submit URL” Box

Tweeted URLs Earn Direct Links

Google says they don’t directly count tweets in rankings, but a popular tweet containing a link

earns a lot of re-publishing across the web Google does crawl, index and count.

Facebook Shares in Bing, Too

Through Bing’s partnership/integration with Facebook, results are massively personalized for any

logged-in Facebook user (all 900 million of them)

Google’s DEEP Social Network

http://www.google.com/s2/u/0/search/social - the hardest-to-find page in Google

Whoa. Google really does

know everything about you

(and your friends).

Second-Order Effects

Social Activity Leads to

Search Rankings

Social Drives Awareness & Branding

Keith Urban’s tweet informed 200 million people prior to President Obama’s speech:

http://blog.socialflow.com/post/5246404319/breaking-bin-laden-visualizing-the-power-of-a-single

Social Drives Queries

Just after the social boom from DSC, the queries for their brand went “meteoric” in Google Trends

Queries Influence Rankings

http://www.seomoz.org/blog/whoa-can-query-volume-directly-influence-rankings

Social Yields Press

via http://stateofthemedia.org/2012/mobile-devices-and-news-consumption-some-good-signs-for-

journalism/what-facebook-and-twitter-mean-for-news/?src=prc-section

Social Yields Links

Via http://www.opensiteexplorer.org/pages?site=www.seomoz.org%2Fblog

A Unified Strategy

For Search + Social

Dominance

Create Share-

Worthy Content

Create Share-

Worthy Content

Share Socially

Create Share-

Worthy Content

Share Socially

Earn the Social

Rankings Boost

Create Share-

Worthy Content

Share Socially

Earn the Social

Rankings Boost

Get Natural Links

from Content’s

Visibility & Value

Create Share-

Worthy Content

Share Socially

Earn the Social

Rankings Boost

Get Natural Links

from Content’s

Visibility & ValueEarn More Social

Followers

Create Share-

Worthy Content

Share Socially

Earn the Social

Rankings Boost

Get Natural Links

from Content’s

Visibility & ValueEarn More Social

Followers

Amplify Network

Reach

Create Share-

Worthy Content

Share Socially

Earn the Social

Rankings Boost

Get Natural Links

from Content’s

Visibility & ValueEarn More Social

Followers

Amplify Network

Reach

More Searchers

Biased to Seeing

Your Stuff

Create Share-

Worthy Content

Share Socially

Earn the Social

Rankings Boost

Get Natural Links

from Content’s

Visibility & ValueEarn More Social

Followers

Amplify Network

Reach

More Searchers

Biased to Seeing

Your Stuff

Win the

Internet

Let’s Watch It Happen

With a Real Example

Start with Great Content

http://www.dollarshaveclub.com/

Add a Little PR Outreach

http://techcrunch.com/2012/03/06/dollar-shave-club/

Spread Across Social Networks

http://www.facebook.com/DollarShaveClub

Spread Across Social Networks

https://twitter.com/#!/dollarshaveclub

Spread Across Social Networks

http://www.youtube.com/watch?v=ZUG9qYTJMsI

Dominate Personalized Search

https://www.google.com/search?q=shave (while logged in to my account)

Earn Links Like Crazy

The links are too new to show in link tools like OSE/Majestic, but they likely have 10K+ links from

high authority domains in just a few days.

Win the Internet

Via http://sigforum.com/eve/forums/a/tpc/f/320601935/m/2220052382

A Great Case Study for SEO

If DSC had integrated SEO into their viral and social marketing plan, they likely could have earned

rankings across search terms that would continue to send them traffic long after the launch.

Tactics that Work

In a Search + Social

World

Google+

Tactics

Google+ Circles

Google’s “extended circles” mean you influence not only your followers, but their followers, too.

FindPeopleonPlus + Targeted Outreach

http://findpeopleonplus.com – great tool for G+ discovery

Requesting Feedback/Shares by Name

Because a +Name becomes a notification, using them signals G+ users and often results in a follow

Study Ripples to Target Viral Users

By viewing ripples like this one, you can see which influencers resulted in large amounts of shares.

Hot on G+ is a great way to study this: https://plus.google.com/u/1/hot

I shared this; it got lots

of re-shares

G+ Also Uses Gmail… Email = Network

Anyone with a Gmail account is automatically included in personalized sharing

Twitter & Facebook

Tactics

Best Way to Grow Your Network: Share Links

http://danzarrella.com/infographic-5-scientifically-proven-ways-to-get-more-retweets.html

Drive More Social Activity w/ Proper Timing

Via http://www.tweriod.com (I know, terrible name, but cool service)

Gamification + Profiles/UGC = WIN

SEOmoz’s gamified profiles created a 100% boost in profile completion (and thousands more links

from members’ sites. Via http://www.seomoz.org/users/profile/

Content

Tactics

Good = Not Good Enough

http://www.seomoz.org/blog/great-content-for-seo-simpler-than-you-ever-imagined

Visuals > Pure Text Content

Just by putting text statistics into visual content, you can earn massive sharing potential

Positive Mentions of Influencers

Via http://www.urbanspoon.com/blogs/52/London.html

Integrated

Tactics

Social Channels to Build Search Demand

In this case, I drove searches directly using a link, but it’s also very possible

Rel Author + Author Authority

Great how-to here: http://www.blindfiveyearold.com/how-to-implement-rel-author

Rich Snippets through Hosted Video Content

Great tutorial: http://www.distilled.net/blog/video/getting-video-results-in-google/

R

Your

Analytics

Will Lie

to You.(unless you’re using

multi-touch attribution)

R

http://www.seomoz.org/blog/tracking-the-roi-of-social-media

Multi-Channel

Attribution is

Critical

Visualizing Visits Through Various Channels

http://www.seomoz.org/blog/why-the-inbound-marketing-funnel-is-essential-whiteboard-friday

Integrated

Inbound Marketing

Is the Future

Blogs + Blogging

Comment Marketing

News/Media/PRSEO

Social Networks

Word of Mouth

Q+A Sites

Forums

Online Video

Podcasting

Webinars

Research/White Papers

Infographics

Social Bookmarking

COMBINE TO WIN(focus on just one, and you miss out)

Direct/Referring Links

Type-In Traffic

Email

Local Portals

Rand Fishkin | CEO

http://bit.ly/mozsocialseo2012

@randfish

www.seomoz.org/blog

rand@seomoz.org