Social Media Signals in SEO

Still Early Days

First Off... Who Am I?

Co-author: The Art of SEO President: Stone Temple Consulting

25+ person SEO and PPC firm Trainer: Instant E-Training Founder: Web Site Publishing Companies

Publish web sites, grow them, then sell them2 significant exits so far

Twitter: @stonetemple Google +: +Eric Enge / +Stone Temple Consulting

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Facebook Shared Content

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Twitter Shared Content

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Google+ Share

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Facebook Comments (Techcrunch)

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What Do the Search Engines See?

Signal Bing Google

Facebook Like Yes Crawl Based?

Facebook Share, Personal Page Yes No?

Facebook Share, Brand Page Yes Crawl Based

Facebook Comments Yes Yes (Crawl Based)

Twitter Share Yes Crawl Based

Twitter Retweet Yes Crawl Based

Twitter Mentions Yes Crawl Based

+1 Crawl Based Yes

Google+ Share Crawl Based Yes

Google+ Mention Crawl Based Yes

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“…what does a like mean? Some people like the page, some folks might like the content, some folks might just think it’s funny and likeable. As you said, the likes are a good signal, but they’re not a granular signal of what particular thing you’re actually expressing a like about.”

Bing’sStefan Weitz

On using Likes as votes the way links are used:

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It’s About Picking the Best Content

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Weighting Votes - Relevance

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Whatyou want

to say

WhatThey’re

Interestedin

Relevance

Weighting Votes – Authority

How well do you know the topic?

Recognized Thought leader?

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Weighting Votes - Trust

Can your opinion be trusted? What are your Perceived

motives? Do people engage With your brand?

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Weighing Votes – Effort & Commitment

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Balance of Signals?

Think Like a Search Engineer

Consider site with “to die for” link profile

… but no one is talking about it

Do you trust that site?

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Which Site Looks Better to You?

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Which Site Looks Better to You?

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(Hint)

Social Signals in Use

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Bing’s Social Sidebar

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Facebook Integration

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Facebook Likes

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Quora Integration

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Reviews

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FacebookActivity

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Social Sharing Shown in Google

Shared onGoogle+

Shared onAnother SocialNetwork

Google+Post

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Must Be In Your Circles

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Other Social Connections

Found Via Connected Accounts

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Correlations With Rankings

Source: Searchmetrics

Facebook Shares 0.35Facebook Total 0.34# Backlinks 0.34Facebook Comments 0.31Facebook Likes 0.28Tweets 0.24% Baclinks With Keyword 0.16% Backlinks with NoFollow 0.16Keyword in Domain Name 0.11

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Be Careful With Correlations!

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Bing Results 2010 (New York Post)

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Bing Results 2011

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Bing Results 2012

With a Social Sidebar

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Influence of Social Media Likes / Shares / +1s

• Your friend +1s it• Your friend shares it on

Google Plus• Your friend shares it on

another connected network

• Your friend Likes it• Your friend shares it on

Facebook or Twitter• Other networks with related

content

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Rel=Author

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The Synergy We’re Looking For

Traffic, Links & New Subscribers

Shared onSocial Networks

Helps DriveNew Followers,Fans, Friends

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The Synergy We Are Looking For – Step 2

(Influencers)

(Your Stuff)

(Sharing)

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Case Study:Social Media Link Building At Work

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Interview with Tiffany Oberoi

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An Influencer Said Something Nice About it

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SERP for Key Search Term

#3!

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Interview with Peter Norvig

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Influencer Tweet

3.8 Million Followers!

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An “Event” (Peter Norvig Interview)

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Latest Matt Cutts Interview

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Duane Forrester Interview

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Link Results

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Thank You!

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Eric Engeeenge@stonetemple.com@stonetemple+ Eric Enge(508) 485-7751www.stonetemple.com